Tuesday, 2 February 2021

Business.com

Business.com

6 Email Marketing Trends in 2021

Posted: 01 Feb 2021 02:52 PM PST

If 2020 has taught us anything, it's that you never know what's coming around the bend. That can't stop us from trying, though. 

With 2021 just underway, what trends and emerging methods might become part of your email marketing campaign efforts this year and even the next?

To answer that question, we dove deep and curated a list of six predictions that we think embody the future of email marketing. 

After all, even with an uncertain world around us, email isn't going anywhere. The Radicati Group says that by the time this year ends, the world will have 4.1 billion email users. That's a lot of potential customers to convert! 

The predictions ahead, even if they don't come true, could be valuable in shaping your email strategy, so they're worth knowing and internalizing. Let'' get started.

1. Plain text emails 

When polishing off your crystal ball, the future of email marketing in 2021 hardly seems like it would be a step backward rather than forward, right? So why are recommending plain text emails? For some very good reasons!

Plain text emails have been outperforming HTML emails in some areas for years. In 2017, Marketo estimated that your click-through rate could be 17% greater if you send a plain text email as opposed to one with HTML elements. Why?

Although they're less visually attention-grabbing, plain text emails stand out. These days, when anyone emails you, you expect the email to contain HTML elements. Whether it's images, GIFs, or even emojis in the subject line, there's always something.

Plain text emails strip away all those bells and whistles. Think of these emails as a cracked-open peanut: The appealing shell is gone, but now it's easier to get to what's inside. There are no images or GIFs or CTA buttons to obstruct your message. That could be why plain text emails have the click-through rate they do when compared to HTML emails. These emails are also not what people expect because they're so unassuming. 

The biggest benefit by far of plain text emails is their deliverability. HTML emails could contain wonky tags or broken links; plain text emails have none of that. With no visual elements to get blocked, your plain text email has a greater chance of reaching your lead or customer's inbox.

If you're reluctant to give up your HTML emails, no one's asking you to. There's room in your email marketing campaign for both plain text and HTML emails. 

 

Editor's note: Looking for an email marketing service to help with your campaigns and automation? Fill out the below questionnaire to have our vendor partners contact you with free information.

 

 

Some especially savvy marketers use Multipurpose Internet Mail Extensions, or Multipart MIME. This sends out each email two ways: in plain text and in HTML format. If your users cannot view an HTML email for any reason, they'll see the plain text version. That's much better than being greeted with an email full of broken elements! 

Multipart MIME could be one of your best email marketing techniques of the year. 

2. Behavioral audience segmentation

Segmenting your audience isn't very innovative, even with the bar being set so low after 2020. We get that. But what about behavioral audience segmentation?

You've tried segmenting by demographics and even psychographics. Why not put the -graphics away for a bit and segment your contacts by behavior instead? You might like the email optimization that follows!

You have freedom in how you divide your audience when using behavioral segmentation. Here are the four ways you can go about it.

Purchase behavior

We'll start with one of the easier ones: a customer's purchase behavior. 

Customers enter your sales funnel at all different stages. Most of your customers will be brand-new, but others might be midway through the purchasing journey or even reaching the end to hopefully start again.

That's one way to segment by purchase behavior. You can also segment according to the incentives a customer most likes, their pain points, how many purchases they've made, or how much money they've spent.

The next time you interact with this customer, you'll know whether they prefer phone or email chat, which products or services they're most interested in, and how many interactions it takes to convince them to buy. 

Benefits sought

When a customer buys one of your products or services, what do they hope to get out of it? Upon gleaning this information, you can segment your audience behaviorally by benefits sought.

With everything we buy, we do so for a reason. If you purchase a shirt, you expect it to be comfortable, stylish, and maybe keep you warm. When you pick up tiramisu from the grocery store, you anticipate it will taste delicious.

What is it that your customers want out of your products or services? Comfort? Value? If you divide them by the benefits they seek, you'll know. 

This means of behaviorally segmenting your audience also helps you become more knowledgeable about your customer base. You'll know what it is about your products that makes them stand out, which products your customers like most, and how much use your products get. 

Timing and occasion 

We're all driven by occasions. For instance, in the morning, you start your day with a cup of coffee. You never skip purchasing flowers for your mom on Mother's Day either. 

Using that latter example, let's say you're a florist. If you know you'll have an influx of customers on Mother's Day, you can guess how much business you'll get based on past customer purchases' occasion or timing. 

Customer loyalty

Your loyal customers are the backbone of your business, so it helps to identify them. You can then target them with promotional emails that are more likely to hit their mark based on their past purchasing behavior.

Besides the potential for greater sales that tapping into this segment brings you, your most loyal customers can help you grow your business in other ways. If you want feedback like reviews or testimonials, you can count on these customers. You may also be able to rely on them if you begin a referral program. 

3. Mobile presence

You probably looked at this next prediction and thought, "Of course mobile presence would be something to improve in 2021." Indeed, it would be, but when we say "mobile presence," we mean more than just being mobile-optimized, but also how easy it is to read and engage with your mobile communications.

What is your readability like? 

We've made this article more readable for you by breaking up paragraphs into manageable chunks. If you decided to skim (which we're sure you won't), it'd be a lot easier and faster to read this article.

That's one way of many that you can improve your mobile readability for the year ahead. Here are some more tips:

  • Use a bit of SEO, inserting keywords into paragraphs. Your most relevant keyword should go in the first paragraph. From there, use one other keyword per paragraph to avoid getting dinged by Google for keyword stuffing.

  • Skip the jargon. If your customer has to Google the definitions of half the words in your copy, they'll look elsewhere for the content or product. 

  • Besides the length of your paragraphs, check that the content is clear. Avoid inserting fluff or otherwise obscuring your main points.

  • Choose a background color that won't give the reader a headache. Black text on a white background is fine, for example, but white text on a black background is not.

  • Select a legible font, which means nothing flowery or too cursive. If the font doesn't change between capitalized and uncapitalized letters, that's also a problem.

  • Watch your font size. Anything over size 16 is likely too big and could affect how your copy appears on mobile.

Ease of use is another big factor in your mobile presence for 2021. Here are some pointers for a more navigable online experience:

  • Don't use very small buttons. On mobile, the buttons may be so small that they're unusable. Also avoid very big buttons that dominate the page.

  • Ensure quick loading of your emails and mobile site.

  • Pass on the fancy menus and navigation. Keep everything simple and to the point so customers and leads can get where they want to go. Your website is not a maze! 

4. Customer experience

User experience, or UX, became a chief concern for marketers and salespeople in 2020. In 2021, it's time to expand that to the customer experience, or CX.

What is the customer experience? It's a long-term prioritization of customer satisfaction, from the moment they enter your funnel to the point they leave. All along, your goal is to improve the customer's view and perception of your brand.

Can you really promote CX through email marketing? Most definitely! 

We're starting off this year with less face time than ever (but maybe more FaceTime). It's your job to create the same sort of experience a customer would have when visiting you in person, but translating it to the digital sphere. 

In a 2020 article, Salesforce said that a large group of everyday consumers, 78%, wished for the ongoing pandemic to "catalyze business improvement." In other words, they want more interactions online, and constancy as well.

Another stat from that Salesforce article is that 54% of consumers feel a disconnect between marketing, service, and sales teams. Now that more people than ever are working from home, you must check in with your staff on the sales and service teams more often to coordinate your marketing efforts. For example, if one of them sent a welcome email, you move right on to the follow-up. Retreading hurts CX.

What else is CX all about? It comes down to three main principles: personalization, customer centrism, and helpfulness.

Email personalization has been a trend for years now. Customers expect to see their name in the subject line, or at least in the first sentence. They want email content that feels like it was written just for them. If you've let your email personalization lapse because other business objectives took up more of your time, 2021 is the year to be at the helm once again.

Customer centrism is an ongoing strategy that your staff has to dedicate themselves to every day. It doesn't always involve a huge effort. The previous example of ensuring that you're not retreading the steps of your sales team also helps show customers that your company notices and cares.

Helpfulness also adds up, of course, in that the small efforts you make pay dividends later. When a customer or lead emails you, especially with a question or comment, don't wait days to get back to them. Before wrapping up an email exchange, ask if there's anything else you can do for the customer. 

5. Multichannel marketing

Although this article is about email marketing trends, we know that email is far from the only form of marketing out there. Just as you shouldn't limit yourself to either HTML or plain text emails, there's no reason to base any marketing campaign solely on email. Multichannel marketing encompasses many platforms or channels for more comprehensive campaigns in 2021.

Here are some areas of marketing to integrate:

OK, so maybe 2021 isn't the year for brick-and-mortar store marketing with COVID-19, but the other avenues still stand. 

6. Automation

Our last email marketing prediction for this year is the further growth of automation, especially email automation. 

Automation is like the best-kept secret in the marketing game. Through customer relationship management (CRM) software and other tools, you can create workflows that do more everyday tasks for you.

Timing is everything in email marketing, but pesky things like work-life balance and time zones make it impossible for you to be around all the time. When you use timed triggers in your email automation workflow that determine when a next step occurs, it's like you're sitting there at your computer overseeing everything, but you're on the couch binge-watching Netflix, and the customer is none the wiser.

Even when you're on the clock, automation saves you so much time. Now you and your team can brainstorm that next stellar email marketing campaign or spend more time studying analytics to better reach your customers.

The best part is that you can automate so much of your email marketing campaign. These are some of the functions you can automate:

  • Audience segmentation
  • Email personalization
  • Interactive email design
  • Email content optimization
  • Email frequency
  • Campaign analysis
  • Welcome series emails and follow-ups
  • Website activity emails such as abandoned cart messages
  • Transactional emails 

Getting more done and having extra time? It doesn't have to be just a resolution in 2021; it can be a reality. 

If your 2020 email audit revealed some glaring holes in your email marketing campaign, the sooner you fix those issues, the better. These email marketing predictions for 2021 have shown the areas to spend more time on so you can better connect with your audience and drive more sales. Best of luck! 

17 Payment Tools and Tips for Ensuring Secure Online Transactions

Posted: 01 Feb 2021 08:00 AM PST

Today's world demonstrates a level of connectivity that humanity has never before achieved in its history. From cell phones to smart cars and even refrigerators that order supplies for you when you're out, we truly live in a futuristic world. With all these advancements in technology, we still find ourselves having to look over our shoulders when making payments to other parties. The world may have evolved technologically, but so has the ability to steal user information. In this new world, data is as necessary as the money in one's bank account.

Even so, a majority of users fail to take the proper security measures to protect themselves. For instance, many people typically have similar passwords because it's easier to remember those terms. Password systems are only as good as the users that generate them. If a user utilizes the same password for their bank accounts as they do for their other online accounts, a password breach could also mean access to that user's money. Malicious users have an easy way to access the user's funds by simply cracking their email passwords.

Over the last few years, there has been a growing prevalence of online fraud and security breaches. Even massive companies have made mistakes in configuring their cloud servers, resulting in hundreds of thousands of email accounts and compromised details. Between social engineering and direct hacking of user data from compromised machines, it's not surprising that so many Americans have their details stolen from them with such regularity. Security is catching up to malicious users, but it always feels as though they are on the wrong side of the arms race.

With so many consumers looking to find ways to protect their online data, businesses have opted to integrate payment tools into their websites. Some hosting companies make it easy to do so directly from the dashboard of a website's back end. Other businesses prefer to use third-party platforms exclusively for secure payments. Here, 18 entrepreneurs from YEC discuss the payment methods and approaches they use to ensure their transactions' security and integrity and to protect their users' data during purchases.

1. PayPal

PayPal is arguably the most secure platform for online transactions. Moreso, they are a trusted brand that is well established with substantial funding to invest into research and development. Given their market share and dominance, they have the most to lose if/when something does go wrong. PayPal can easily connect to a WordPress website using WooCommerce, Shopify, and other builder platforms. - Ryan Meghdies, Tastic Marketing Inc.

2. Google Pay

Google Pay is becoming the most secure and reliable payment tool for e-commerce shops, mobile apps, and in-person checkouts. Many industrial giants like Airbnb and Stubhub have noticed a 600% increase in unique visitors after integrating with Google Pay API to their site. It can easily be integrated into your e-commerce platforms like Shopify, as well as other previous payment methods like Stripe. - Vikas Agrawal, Infobrandz

3. Apple Pay

Apple Pay is a great tool for keeping secure payments and transactions. While the application isn't as flexible as others, its level of security is superior. When you make a payment using Apple Pay, your Apple device will communicate via encryption with the authorization device, and none of the information is retained. This is a safe way to make payments and reduce identity theft or fraud. - Matthew Podolsky, Florida Law Advisers, P.A.

4. Stripe

Stripe is a great online payment tool that works in many situations. We have been using it for the last five years. You can do credit card and bank charges, one-time or recurring charges. They also have very good integration APIs, enabling easy integration with your other software, websites and apps, as well. Their security standards are very high. It is PCI compliant. - Piyush Jain, SIMpalm

5. Braintree

Braintree is a great payment option for a secure payment tool. You can reach more buyers and increase your sales by using software that ensures user safety and security. Braintree is a PayPal service that integrates all your payment gateways so it's easier for customers to submit their payments and complete their purchases. - Jared Atchison, WPForms

6. Secure commercial bank

For small- to medium-size transactions such as those coming from customers online, PayPal has one of the most comprehensive suites of security features and has the longest history in the business. For larger transactions such as suppliers and wholesalers, the best option is a competent and secure commercial bank that handles these types of transactions frequently. - Ryan Bradley, Koester & Bradley, LLP / White River Consulting, LLC

7. QuickPay

Many of my European clients recommend QuickPay since they have top-notch customer support and can be reached quickly at any time of day. Plus, they have a simple API that can be utilized to create and customize payment windows that are 100% secure. Although I don't use it myself, I've heard nothing but good things about it from my clients across the pond. - Amine Rahal, IronMonk Solutions

8. FreshBooks with PayPal

Though not a favorite by all, we still use PayPal for many transactions on a daily basis. It's also useful when using FreshBooks to create and issue invoices, which allow the client to decide on how they want to make payment. By combining the two, we've found we haven't needed to rely on any other outside transaction solutions. - Zac Johnson, Blogger

9. QuickBooks

We use QuickBooks for no-fee banking transactions and online payments. Millions use QuickBooks and its basic functionalities cannot be beaten. Many argue that upgrades are expensive, but consider the price of a security breach and how that would impact your customers, immediately, if not for years to come. Fraud protection and security are non-negotiable elements of client relationships. - Matthew Capala, Alphametic

10. Due

Due has recently been growing in popularity. The company first made a name for itself through innovative time-tracking and invoicing tools, which freelancers and small business owners have especially found valuable. Now, Due has been making a name for itself by allowing its users to accept secure online payments, and even offers an e-bank where you can store your cash online. - Blair Thomas, eMerchantBroker

11. Skrill

Security is one of the biggest concerns for online payment systems, especially when doing business internationally. Due to fees and currency exchanges, many international companies don't accept traditional processors like PayPal or ApplePay. A secure alternative to these wallets is Skrill. Their vigorous verification process and secure transmissions make it easy to do business internationally. - Shaun Conrad, Guitar Repair Bench

12. Check Point

I recommend using Check Point. They are the leaders in online security and protection, and I wouldn't choose another company. - Nicole Munoz, Nicole Munoz Consulting, Inc.

13. Swipe

It's important to find payment tools that are secure and also work with your website or e-commerce platform. Gateways like Swipe are verified and widely used and you can easily integrate any plugin on your site with it. Make sure that you work with an existing payment gateway that has a strong reputation and you should create the best security for your business payments methods. - Syed Balkhi, WPBeginner

14. Zelle, Venmo

Mobile apps do typically provide more security than other tools. That said, apps like Zelle, Venmo, Apple Pay and more are all pretty much even in terms of online security. - Andrew Schrage, Money Crashers Personal Finance

15. Authorize.net

One of the most widely used payment gateways that most e-commerce sites use is Authorize.Net. Marketers love it for how secure it is in terms of accepting and making payments. Plus, it can be easily integrated with popular e-commerce platforms like Magento, X-Cart, Volusion, etc. - Josh Kohlbach, Wholesale Suite

16. Any tool with mobile features

Any online payment tool that has mobile features and offers security features like two-factor authentication is a good payment gateway to use. Try chatting with or talking to support or sales staff from that business and check out how quickly they respond and how relevant their information is. When they communicate well, you can feel sure that they will help if a problem arises. - Blair Williams, MemberPress

17. SSL certificates

Most of the major online payment platforms offer excellent security from their end, but there's an important aspect of security that needs to be handled from your end: SSL certificates. Ensuring that all of your e-commerce pages (storefront, shopping cart, payment/shipping info) are protected by HTTPS is the best way to ensure all of your transactions are completely secure. - Bryce Welker, CPA Exam Guy

7 Social Media Marketing Trends to Know in 2021

Posted: 01 Feb 2021 07:00 AM PST

It's undeniable that social media has become, and will continue to be, an essential part of consumers' everyday lives. Social media hasn't been instrumental in connecting socially distanced loved ones, but it has also proven useful for product research, latest news coverage, and mindless entertainment to pass the time.

According to the Digital 2020 July Global Statshot report, more than 3.96 billion people are actively using multiple social media platforms. With over half of the global population scrolling for hours on social media, brands wonder how they could effectively engage with their target audience in 2021.

That said, we've rounded up seven social media marketing trends you need to know in 2021:

1. Live streaming will be more prominent

Live streaming has gained popularity in the past year. Users use it to interacts with brands and influencers in real-time, allowing them to know how products and services work without leaving their homes. Traditional social media platforms performed well in 2020, but the use of live streaming media has dramatically increased as well, and this trend will likely continue in 2021.

Twitch, the world's leading live streaming platform, reached the highest watch time in 2020. By mid-December, the overall minutes watched racked up to 1049 billion minutes – a whopping 67.1% increase since 2019. Twitch now has 6.7 million streamers every month.

However, the popularity of live streaming goes beyond gaming. Streaming shopping events have become increasingly popular as well. Live streaming e-commerce is one of the new ways to sell online. It's similar to home shopping channels shown on television, except it's live-streamed over social media platforms.

Other than e-commerce shopping, business owners also use live streaming to improve customer service. If live chats, phone calls, and emails aren't enough, you can take it up a notch using a live video option where a customer support rep can communicate with your customers.

2. Ephemeral content continues to gain popularity

Instagram Stories, Snapchat Stories, Facebook Stories, and Fleets – Twitter's version of Stories launched in 2020 are examples of ephemeral content. By definition, ephemeral content pertains to images, videos, boomerangs, etc., that are only available for 24 hours.

People's attention spans are shorter by the minute, and a recent study from the Technical University of Denmark supports this claim. They discovered that people's collective global attention span is dwindling because of the huge amount of information presented each day.

This is why ephemeral content works; they're short, engaging, and they're digestible. This is evident by the number of Instagram Story users, amounting to 500 million accounts per day. Marketers know that this trend works, and they will continue to use it to their advantage. According to a report by Hootsuite, 64% of marketing professionals have already added Instagram Stories into their social media marketing strategies.

The ephemeral content on Facebook and Instagram has become more engaging with each update. They've developed features to make it more appealing and interactive, such as polls, tags, donation stickers, GIFs, and shoppable tags.

3. Using social media platforms for e-commerce

Many businesses have used social media platforms like Instagram and Facebook to sell and promote their products and services. This trend will likely go beyond 2021 as different platforms continue to include pro-selling features in their updates, like shoppable posts, Facebook marketplace, and more. Social media platforms are evolving to benefit retailers, allowing brands and marketers to leverage these features and incorporate them into their sales and marketing strategies.

Hootsuite recently conducted a survey where they asked their clients about what they want to achieve with their social media marketing efforts. Acquiring new customers is the most popular reason for using social media, improving brand awareness, and then driving conversions.

4. Snackable content is in

Snackable content pertains to short-form, straightforward, and easily digestible content that motivates consumers to share on social media. When done right, the potential payoffs of snackable content can be wider-reaching than traditional long-form content. It's visually engaging and offers immediate entertainment, which can lead to prompt social sharing and, in turn, effective acquisition of new leads.

If you aren't familiar with snackable content, here are some of the examples you may already know:

  • Memes
  • Gifs
  • Infographics
  • TikTok
  • Quote graphics
  • Short videos
  • Ephemeral content

 

As mentioned, people's attention spans continue to decrease over time, and more and more people are mindlessly scrolling on social media. Entertaining snackable social media videos provide a solution for brands to stand out and effectively reach their audience, so you can't expect it to go away any time soon.

5. Brands are becoming more thoughtful

It's safe to say that 2020 has been a tough year for everyone. As a result, brands have become more thoughtful in producing content that's valuable and in-touch with their target audience. It's important to realize early on that people connect with people, not with brands.

Marketers need to understand that transparency, authenticity, and sometimes even vulnerability are effective marketing strategies in 2021. It's all about personifying brands to reveal what and who they stand for. Communicate what matters most to your company – your core values, what you stand for – and inform your audience about it so they'll see you as someone they relate to, rather than a brand trying to sell them something.

6. Influencer marketing still remains

Influencer marketing isn't new, but it's a trend that's going to stay for a while. Social media, especially Instagram, is dominated by social media influencers or people who have built a loyal following by posting content online. These influencers are getting paid thousands of dollars to promote products and services of different brands.

Influencer marketing works because customers trust their family, friends, and the people they look up to more than the brands selling products and services. Plus, it's cheaper than ad campaigns, and it delivers measurable and quantifiable results. An effective influencer marketing strategy will generate leads and improve brand awareness, reputation, establish brand authority, and more.

You don't have to reach out to celebrities or other big name influencers to implement influencer marketing. Start small by collaborating with micro-influencers or influencers who have a moderate following of thousands or tens of thousands. Micro-influencers have high engagement rates because their small following allows them to bond with their followers more regularly instead of a celebrity with millions of fans.

Marketers usually work with a whole network of micro-influencers relevant to their niche, and as a result, they're getting higher engagements for a fraction of a cost.

7. User-generated content is staying

Similar to influencer marketing, user-generated content is not new, but it's going to remain a trend for years to come. In fact, as years pass, more and more marketing is starting to adopt user-generated content (UGC).

Brands like Daniel Wellington encourage their customers to post pictures and tag the brand for a chance to get featured on their page. Other brands like Glossier share their "Top 5" tags from their customers on their Instagram Stories. They keep their content fresh and fun, which is a huge hit to their millennial audience.

Regardless of how you want to use UGC, it should have a place in your content marketing strategy. It's free, it's effective, and it's more authentic compared to brand-generated content. It also helps boost brand credibility and trustworthiness. If you've never tried using UGC before, it's time to start incorporating it in your next strategy.

The world of marketing is constantly changing. Although these trends are likely to stay in 2021, there are more strategies and techniques we have yet to uncover. Social media marketers need to continually research different trends, online consumer behavior and analyze the trends you gather to determine which strategies are effective for your business and your audience. 

How to Choose The Right CRM For Your Startup

Posted: 01 Feb 2021 06:00 AM PST

One way a startup can grow quickly is to leverage the functionalities offered by a CRM tool. 

It may seem like an unnecessary tool for a small business. And that CRM platforms are better suited to large businesses that deal with thousands and many more customers. 

However, a CRM tool can give a startup an edge over its competitors. And because startups run on limited resources, growing the business quickly is critical. 

What does a CRM tool do for your business?

It can:

  • Help you find customers for your brand or product

  • Manage your existing customer's information 

  • Track current and historical interactions with customers

  • Manage marketing campaigns

  • Streamline your fundraising efforts

  • Create a hub for contacts, leads, and conversations

  • Help you manage your potential partners

If you use a CRM tool in the early stages of your startup, you get several benefits. 

You can build strong relationships with your partners and customers from the very beginning. 

It can help you figure out which customers you should focus on. One lead generation report found that CRM tools helped 84% of companies determine lead quality. 

Because you've organized your outreach, transactions, customer support, and other activities, you'll find it easy to get reports from the earliest stages of your business. 

The use of a CRM platform will also allow you to scale up your business fast. And with the data it provides, you can get critical information; you'll avoid mistakes early on and leverage what you do well to get more customers. 

So, we've built a case for you to add a CRM solution to your startup marketing activities. But how do you pick the right platform? 

There are several tools available today and the following parameters should guide you on picking the best CRM for your startup.

There are certain characteristics that make a CRM tool good for a startup. Build a checklist by using this post. And make use of trial offers that most CRM solutions provide. When you look up a CRM tool, ask yourself how well it holds up against the standards shared in this post. 

Editor's note: Looking for the right CRM for your business? Fill out the below questionnaire to have our vendor partners contact you about your needs.

 

Usability

This is the top feature that you should consider when using a CRM for your startup. Think about who is going to use your CRM. It's going to be your sales personnel and customer support staff. 

So, it's important to have your employees and team members give you input on the kind of tool to use. 

One mistake that managers do is to pick a tool because it has features that they want, like impressive visual dashboards. 

Visual dashboards are important, but when your CRM tool is meant for your sales staff to build leads and get more sales, then it's their needs that you should prioritize. 

Workflow

This point is an extension of the previous one. You need to check whether the workflows of the CRM platform syncs with how you do your work. 

Most CRM platforms tend to have workflows based on their understanding of the sales process. 

You need to check if their workflow makes sense for your business. And this is why you need feedback from people within your organization who will directly use the CRM tool. 

A tool that's flexible and allows you to create your own workflow is the best option for your business. You can tweak the tool to suit your needs or rework the process completely. 

Device-friendly and cloud-based

Today, 87% of CRM software is cloud-based. This makes them secure, faster, and easy to integrate with other tools that you use. 

What''s more, you can also use CRM via mobile, which is well suited for a world where people are always on mobile.

Look for CRM tools that allow your sales and customer support staff to work on the move. There's an interesting study by Nucleus Research shows that 65% of companies using a mobile-friendly CRM, exceeded their sales targets. 

This is likely because mobile-friendly CRM is more convenient for your teams to use. Your employees will be able to respond to customers and leads immediately and with relevant information at their fingertips, they'll be able to provide personalized responses. 

Integrations 

It's important that your CRM software integrates with other apps that you use. For example, if you use an email marketing service, then it's critical that your CRM supports it and that you can manage your lists, launch campaigns, and get reports on your email marketing activities. 

Likewise, it's important for CRM to integrate with social media, project management platforms, e-commerce tools, and other apps that you frequently use. 

Automation features

The next thing you should look for is how well it automates your processes. CRM shouldn't add to your work, it should free up more time for you to focus on the bigger picture. 

Here are a few ways CRM can automate processes in your work:

  • Launch drip email campaigns when a specific trigger is set off

  • The automation of customer onboarding with welcome emails

  • Cart abandonment campaigns where users who leave their carts are automatically given a special offer

  • Call scheduling 

  • Collecting public data available about a lead or prospect

When repetitive tasks are automated and streamlined, you can focus on handling critical problems, coming up with new ideas, and helping your business. 

Budget

One of the major reasons why startups are reluctant to use a CRM platform is because they are worried about the cost. 

It's true that some of the best CRM tools available are priced in a way that is more suited to large and profitable businesses that can afford them.

But today, there are many options available. And many CRM brands have freemium business models. Many of them charge on a per-user basis and offer good discounts on yearly packages. 

You can even tailor your CRM product to exclude features you don't need. 

These new aspects make CRM tools affordable and a must for startups. 

Customer support and learning options

CRM platforms can be complicated to use, making their usefulness questionable. 

A critical aspect to look at is how good the customer support is for the product you're considering. Look at reviews, forum discussions, and how the brand responds to people on social media. 

In fact, drop an inquiry of your own and look at how quickly your question is answered. Does the brand personalize their conversation? 

A good CRM platform also makes it easy for you to learn how to use their product. 

You can take a look at their documentation and also see whether they have academies or online learning options where they teach you how to optimize their product. 

Other features

These aren't the only features that matter. Go ahead and create a list of features you'd like to see in your CRM platform. 

This can include:

  • Security features

  • GDPR compliance

  • Refund policies and more

  • Data migration from one CRM to another, or from one app to the CRM platform

With a thorough understanding of your needs and by spending time doing research, you'll find a suitable CRM that works for you. 

We've covered key features you should look for before investing in a CRM tool. Remember to do your research and also make good use of any trials and cancellation policies to thoroughly vet the product.

Use the information given here and work with your team to find the best option for you, and you'll improve both your customer experience and your employee experience too by providing them with the right tools to do their job. 

4 Ways to Get More YouTube Business Channel Views

Posted: 01 Feb 2021 05:00 AM PST

The best part about digital marketing is there are countless ways to reach your target audience all across the internet. At the same time, all of these options make it challenging to master specific strategies because business owners are often focused on several marketing platforms at once. 

YouTube is one of the most effective ways to grow your business and build brand awareness. After all, YouTubers watch a cumulative one billion hours of content every day. Shocking, right? 

The problem with YouTube is that it's often misunderstood as a marketing channel. Business owners believe they can upload content at their own pace with minimal effort and see results overnight. The truth is, YouTube doesn't work that way. It takes time, patience, and fine-tuning to maximize the views on your channel. 

Use eye-catching channel art

When you're scrolling through YouTube, what makes you stop and click on a video? For many people, it's a combination of the title and thumbnail art. Here's another question; when you visit a channel page for the first time, do you look at the banner art that stretches across the top of the page? 

The design of your video thumbnails and banner art can determine whether a user clicks on your video and eventually subscribers to your channel. 

Preview images are helpful because they allow you to briefly show users what to expect when they click the link. You should avoid "clickbait" thumbnails. Users will not bother watching more of your content if they are let down by a misleading thumbnail. 

You have to find a balance between engaging and factual. Obviously, these factors can vary based on your industry. Experiment with different image previews and learn which ones attract the most viewers. 

We recommend taking the time to optimize your channel banner. This part of your profile is an excellent place to put your brand personality on display. You can also include a ton of information in this space that will attract more people to your content. For instance, you could include the days you post videos every week with a call-to-action that encourages new visitors to subscribe. 

Optimize for visibility

The best way to get more views on your channel is to make sure people can find your content. Most people know that SEO is crucial for website growth, but it also plays a role in how videos are presented to YouTubers. 

Google's algorithm works behind the scenes at YouTube, sorting content by quality, intent, length, and countless other factors. If you want to appear in the search results for your target audience, you have to do everything you can to ensure that all of your videos and channel elements lead to one idea or goal. 

The "goal" is how users will find your content. So, if you run a clothing website, you're going to want to create videos centered around fashion. It doesn't matter if you publish reviews, unboxings, clothing history, or an actual fashion show; the intent all leads back to that one central idea of clothes. 

Ideally, you'll attract people looking for information about clothes or fashion, and they will find your channel. If you can manage to impress them with your content, they may come back to your site and buy a product. 

There are several ways to optimize your channel for visibility. It's a good idea to include relevant keywords in the video titles, descriptions, and URLs. YouTube uses this information to determine the intent or goal of your content. 

We also recommend creating your own subtitles for people that prefer to read instead of listening. Not only will you make your content more accessible, but you'll also provide more context for the algorithm, which could help improve your ranking and visibility. 

Engage with subscribers

Speaking of visibility, did you know that over 2 billion people use YouTube every month? In other words, there's an excellent chance your target audience is spending time on this platform. If you want to get more views from people genuinely interested in your content and brand, you have to engage with existing subscribers. 

One of the greatest things about YouTube is the sense of community. People like talking to creators and influential figures in their favorite industries. 

The easiest way to engage with your subscribers is by responding to what people say in your videos' comments section. You don't have to go all out every time you respond, but a simple response can go a long way towards building rapport with your subscribers. 

If you're willing to keep the conversation going in the comments section, the people you're responding to will likely come back to watch and share future videos. 

You can also increase views on your channel by hosting live videos. There are some marketing teams like doing live demos of new products or services. Alternatively, you could host a live stream where you answer questions for subscribers. The brilliant part about live video is there doesn't always have to be a special occasion. When you consider that 43% of consumers want more video content, it's easy to see why going live and engaging with viewers is a memorable experience for those who follow and enjoy your channel.

Before long, you'll start to see an influx of new viewers as your videos get more engagement. YouTube's algorithm considers likes, dislikes, comments, and shares vital metrics when deciding to show videos to people not subscribed to your channel. So, the more people interacting with your videos, the wider your organic reach, which translates to views. 

Partner with other creators

Finally, let's talk about growing your channel by connecting to other creators. If you want to reach as many people as possible, you need to build rapport with well-known brands and influencers in your industry. 

The key is to find companies that offer products that complement your own. For example, if a makeup company wanted to promote their new products, they may partner with a haircare brand or an influencer in the beauty community. 

These two connections make sense for the makeup company. There's a good chance that target audiences overlap across all three of these groups. A partnership deal where the haircare company and makeup brand promote each other's products benefits both groups by spreading brand awareness and increasing views. 

Influencers that create content for their audience on YouTube can also give your channel a big boost. Consider reaching out and asking popular influencers in your industry to review your product for their audience. Believe it or not, consumers have watched 50,000 years' worth of reviews on YouTube. It's a safe bet that if someone is on the fence about your product or service and wants to see a review, they will check YouTube first. 

As you work with more brands, you'll start to see new traffic sources as consumers find your company for the first time through partnership videos. This situation will help you build trust with visitors because you were recommended by a reputable channel. 

YouTube is one of the best ways to keep in touch with your audience while showing off your latest products or services. We will see more business owners make the shift to this social platform in the coming years.

If you haven't started your channel yet, now is a great time to get started. Once you start producing content, use the tips outlined above to get more subscribers, engagement, and sales from your YouTube channel. 

How to Prevent Nepotism in the Workplace

Posted: 01 Feb 2021 05:00 AM PST

Nepotism can destroy workplace culture and often places employees in roles that they are ill equipped to handle. Nepotism often occurs when there are poor policies and improperly trained leadership in place, preventing qualified candidates from being hired without just cause. Whether you run a small family business or a large corporation, fair hiring and promotion practices are essential to your company's long-term growth and dynamic culture development.  

What is nepotism?

In its simplest form, nepotism in the workplace is favoring family and friends over others for opportunities within the workplace. These can include hiring, promotions, desirable project assignments, preferred shifts or any other openly available opportunity in the workplace. While not illegal, nepotism is one of the more destructive practices managers can imbue in their workplaces.

Not only is this practice an inequitable way to promote employees, but it also limits opportunities for the employer. Nepotism cuts off a company's ability to build teams authentically, promote top talent, develop organizational collaboration, expand shared knowledge and retain employees overall.

The corrosive act of nepotism often places the wrong people in leadership or subject-matter expert positions. Further, it prevents more qualified employees or candidates from developing their careers and collaborating to produce the best services, products, and policies. This eventually waters down the leadership quality and key roles within the organization, as top talent often abandons a company when they feel there is no hope for future opportunities.

How to avoid nepotism in the workplace

Setting clear expectations through policy, practice, and culture is the only way to show all your employees that nepotism is not part of your company or its identity. Here are some recommendations to help you identify nepotism and avoid the practice within your business altogether.

1. Develop an active anti-nepotism policy.

This should be in the employee handbook and part of your leadership training. Strong anti-nepotism policies prohibit related individuals from working in the same department or company, or, more specifically, one family member reporting to another.

2. Maintain detailed job descriptions.

The template that sets up these other safeguards for success is the job description. Maintaining an accurate and detailed job description for each role is one of the best ways to keep team expectations grounded, leadership in check, and an open, communicative platform for all to see. Job descriptions should detail the skills, experience, and attributes employees need to qualify for any given position within the company.

3. Conduct manager (or leadership) training.

More than any other step, leadership training directly addresses the concerns of nepotism. A direct callout of the practice should include a clear definition of favoritism, a description of what it looks like in the workplace, and a statement that all managers are responsible for not only avoiding the practice but speaking up when they notice it. 

4. Create a transparent, communicative hiring and promotional culture.

If the process for how new hires are selected and how employees are promoted is openly visible to all, it improves the chance of unity and trust-building within the organization. It is essential that the hiring and promotional processes are not mysterious at all, as that will increase the questioning and anxiety around actual or perceived favoritism. 

5. Develop an HR or senior management approval process for hires and promotions.

To fortify the phalanx against nepotism, your human resources department should be involved before you or your managers make any final hiring or promotion-related decisions. Hopefully, your HR staff has the neutrality and authority to help govern these employment actions. Senior managerial approval is another good step in the hiring process for certain positions and promotions.

Types of nepotism

Generally speaking, there are two types of nepotism: reciprocal nepotism and entitlement nepotism. Although they are both unjust, they serve different purposes, and the motives behind them are slightly different.

According to Indeed, reciprocal nepotism is when a family member accepts a position because of financial considerations, loyalty issues, a desire for a better family relationship, or cultural norms (i.e., nepotism has been allowed previously).

Entitlement nepotism is when someone feels a sense of entitlement for a certain job or promotion only because their family member works at a company. This occurs most often within family-owned businesses.  

Examples of nepotism (or favoritism) in the workplace

There are plenty of more subtle acts of nepotism in the workplace that many would simply refer to as "favoritism." These scenarios can also occur when family-related nepotism is not present. Poor management styles and bad practices by anyone in the company can lead to the same undesirable outcomes. These are some examples:

  • Workload distribution. The employer or manager does not spread out the workload equally; some employees have heavier or less desirable workloads than others.
  • Critical feedback channels. Important work-related information is only shared with certain employees.
  • Rapid upward mobility. Similar to promotion, there is also a practice of moving an undeserving employee through each level of the organization. This makes it appear as though they have "worked their way up," but it is essentially a fast track to their desired role in the company.
  • Manager-employee closeness. The boss hangs out with the same people or person day after day and does not spend time with others. Though this is not technically against the rules in most cases, other team members get the message that they are not equally valued.
  • Bad habits overlooked. A certain employee arrives late to work each day or repeatedly makes mistakes without correction, while others are reprimanded when they do the same.
  • Project selection. Certain employees have input on their project or work selection when others do not. This is common with desirable work shifts or hours. [Read related article: How to Run a Family Business Smoothly]

How nepotism affects the workplace

Nepotism, or even perceived favoritism of a family member or any other employee, can cause anger, frustration and dissatisfaction among other team members. It will eventually lower employee morale. Employees will have less incentive to perform their responsibilities diligently and to the best of their abilities if they feel that the path to promotion – or any future opportunity – is undermined by nepotism.

Although nepotism can have countless negative effects on the workplace, these are some of the most severe consequences:

  • It leads to claims of discrimination. While the act of nepotism itself is usually not illegal, the practice can result in illegal behavior or outcomes. For example, if you only hire from a small pool, you will eventually cut off qualified candidates who may have grounds to claim discrimination.
  • It reduces the internal talent pool. When you commonly hire people who fit within your favored class, you shrink your pool of resources (i.e., truly qualified candidates or employees). In doing so, you weaken the future of your organization by losing out on top talent, damaging the culture, and eroding employees' trust in the company leadership.
  • It seriously impedes talent retention. Research shows that 87% of millennials are looking for development and career advancement opportunities. Thus, the practice of even occasional nepotism is a great way to lose these employees. Your top talent will eventually leave your organization in favor of companies that can offer them advancement and skill development.
  • It corrodes company culture. This goes without saying, but companies that dabble in nepotism can never build a dynamic and healthy work culture. You cannot build trust in your company when management is unfairly advancing certain employees and ignoring more qualified ones.
  • It lowers productivity, creativity and quality of work. Ultimately, the act of nepotism or any unjust favoritism will end high productivity, rich creativity and quality output in a company. When leadership and other key positions in the organization are filled with anyone other than your top talent, the results will eventually show. 

The Benefits of Working With the SBA

Posted: 01 Feb 2021 04:30 AM PST

The U.S. Small Business Administration has risen in prominence lately thanks to the Paycheck Protection Program, but this government agency has been helping small businesses for decades. From small business loans to counseling, the SBA provides a bevy of services that business owners shouldn't overlook. That's particularly true during the COVID-19 pandemic. The SBA has played a critical role in getting funding into the hands of struggling business owners across the country.

"Before the pandemic, this agency was well known for our capital access programs," Rob Scott, regional administrator at the SBA, told business.com. "Since the pandemic, the SBA has been the tip of the sphere for the economic recovery. The SBA has almost become one of the essential federal departments."

What is the SBA?

Formed in 1953 under the order of President Dwight D. Eisenhower, the Small Business Administration, or SBA, is charged with aiding, counseling, and protecting the interests of the small business owner. In recognition of the large role small businesses play in the economy, the SBA was created as an independent federal agency to be the voice of small business owners and protect the economy. The SBA charter also calls on the agency to ensure small businesses get their fair share of government contracts.

"The U.S. SBA is one of the smallest federal Cabinet-level agencies, with 4,000 employees and 68 offices across the country," Scott said. "Folks in the field are helping those small businesses, whether they are startups or existing businesses. The great thing about the SBA is tax dollars pay for the SBA. We don't charge additional fees for the types of services consultants charge for."

The SBA's support for small businesses doesn't end with its agency. It provides grants and partners with other nonprofits to assist small business owners, such as through its nearly 900 Small Business Development Centers and more than 100 Women's Business Centers. The SBA also partners with SCORE, a nonprofit network of business counselors.

"Both the SBA and SCORE are here to help small businesses start to grow and survive," said Bridget Weston, CEO of SCORE. "We know how important small businesses are to our economy and continue to do whatever it takes to make them succeed."

What does the SBA do?

The SBA's services can be broken down into four buckets: access to capital, business development, government contracting, and advocacy. All are designed to benefit small business owners in different ways.

Capital access

By far the SBA's most popular service, SBA loans provide business owners with access to capital at reasonable interest rates. They are designed for business owners who might not be approved by a bank. The goal is to get funding into the hands of small business owners so they can grow their operations, hire more staff, and keep the economy humming. The SBA's access to capital runs the gamut from equity investment capital to microloans. Businesses must complete the SBA loan application to be considered for a loan.

Business development

While small business owners are great at what they make or the services they provide, that doesn't mean they are expert accountants or marketers. The SBA provides free counseling and low-cost training in more than 1,800 small business centers across the country. The SBA Office of Entrepreneurial Development oversees the counseling and training programs through its Small Business Development Centers, Women's Business Centers, and the SBA's partnership with SCORE. The Office of Entrepreneurship Education runs the SBA's free online Learning Center and its Emerging Leaders program, which is an intensive executive-level training series geared toward small business leaders operating in underserved cities.

SCORE is an important part of the SBA's efforts, providing small business owners with access to more than 13,000 volunteer business counselors, 348 chapters, and the SCORE website.

"SCORE is that guide, that resource, that mentor to small business owners," Weston said. "There are tons of mentors and advisors that can help them navigate and cut through the noise to find the best next step for their small business."

Government contracting

One of the missions of the SBA at its inception was to ensure that small business owners received access to government contracts, and that is still its main role. It works with other federal departments and agencies to ensure 23% of government contract dollars go to small businesses.

Advocacy

Small businesses are the backbone of the economy. The SBA advocates for their interests with lawmakers and competitors, whether that means reviewing legislation, assessing the impact of regulations, or testifying before Congress on behalf of small businesses.

How does the SBA benefit businesses?

One of the biggest benefits of the SBA has long been the access to capital. That was the case before the pandemic and is even more so now, with the coronavirus continuing to rage. The SBA has played a vital role in the economy during the pandemic with its disaster loan programs. With small businesses accounting for 44% of U.S. economic activity, forgivable small business loans for the community have been critical. The Paycheck Protection Program has been particularly popular, giving small business owners access to loans that are forgivable if they use the proceeds to keep their employees on the payroll. Meanwhile, the SBA's COVID-19 Economic Injury Disaster Loan gives business owners access to low-interest loans that they can pay back over 30 years.

"Our role has expanded greatly, and I don't think we're ever going back," Scott said. "If we ever go through another pandemic or national crisis where the economy is hurting, a lot of it is on our back."

Outside of a PPP loan or disaster loan, the SBA has several funding products. These are some of them:

SBA 7(a) loan

With the SBA 7(a) loan, the most popular SBA loan program outside of the PPP, small businesses can borrow up to $5 million for short- and long-term working capital to refinance expensive debt or to buy equipment and supplies. An SBA-approved bank or lender provides the loans. The SBA guarantees 85% of the loan up to $150,000, and 75% of the loans for higher than $150,000, for the SBA lender.

SBA 504 loan

The SBA 504 loan is a long-term, fixed-rate business loan to cover the costs of fixing or upgrading assets and expanding the business. Business owners can use the proceeds for existing buildings or land, new facilities, and long-term machinery and equipment, and to improve and modernize parking lots, landscaping, and existing facilities. The loan can't be deployed for working capital, inventory, debt refinancing, or speculative investments, including rental real estate.

These loans are accessible from Certified Development Companies (CDCs), which are nonprofits certified by the SBA to work with lenders in order to provide financing to small businesses in their communities.

Microloans

The SBA's microloans max out at $50,000, providing small businesses and some not-for-profit child care companies with small loans to help them get off the ground or expand. According to the SBA, the average microloan is $13,000. The SBA provides the funds to nonprofit community-based organizations that it deems designated intermediary lenders, which then administer the microloans.

"These capital programs are for those business owners who do not have the perfect credit situation and don't have Grandma to hand them $50,000 or $100,000, or had credit issues in the past," Scott said. "A lot of lenders won't give startups or businesses a chance to grow. That's where we come in."
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