We’ve all heard of successful stories of small ideas turning into successful business. However, getting there might be easier said than done. It takes time, patience and a lot of strategic thinking. Therefore, it doesn’t come as a surprise that new business owners are faced with many challenges along the way including: brand identity, USPs, and of course how to create the business plan. It’s really the brand identity that challenges a lot of business so we’ve included an infographic. First off we need to turn the idea into a businesses and create a business plan.
Create A Business From An Idea
Every business starts with an idea. Turning idea into action is the next step. If you are a passionate entrepreneur, you already have the drive needed for success. However not everyone is a true entrepreneur – they are a particular personality type called a ‘creator’. There are many different personality types all suited for various roles within a business including the ‘protector’ and ‘teacher’ but usually it’s the creator who can turn an idea into a business. What’s interesting though is the creator type doesn’t rely on their own ideas as other people happily bring the ideas to them. These people have the idea but lack the risk profile and confidence to turn the idea into a business. Getting a slice of the action when the business succeeds is the pay off for bringing the idea to a creator.
However, there are other key ingredients for starting and growing a business from the ground up. Once the analysis and testing has confirmed there’s money to be made from the idea the next step is strategising how it can take shape and forecast it’s success via growth into different markets. This is documented into a well-developed business plan.
You might ask yourself what should this plan consist of? A comprehensive business plan consists of key components all needed to get the business off the ground and moving upwards and it should include: goals, objectives, strategy, sales and marketing, and a financial plan. It’s challenging to get all the information accurate so make a start on it and continually hone it over the lifetime of the business.
When entrepreneurs are trying to turn their idea into action, they can be faced with information overload. That’s one of the most common things which makes them give up on their ideas. The best advice is to break down every big goal to a smaller one. Don’t forget to be reasonable when setting your goals. The more factual, reasonable and precise your goals are, the easier is to reach them. Seek help too from the other personality types who love creating the boundaries and documentation.
Another important aspect of the business is continuous is market research. Research will give you insights about the marketplace as it evolves. You should know who your competitors are, and how they established their business in the industry. With marketplaces being more fierce than ever today, you should always have in mind your unique value proposition as known as unique selling proposition.
To develop the USP and articulate it verbally and in offline and online marketing and product collateral use the 5Ws to formulate questions that once answered provide the USP. Questions about your product or service pros and cons, competitor similarities and differences, target market, demographic audience, and more will provide structure and confidence so investment in your business is obtainable.
Every business needs working capital and while start up businesses can get off the ground with minimal funds, they hit the wall when funds dry up. Growth and marketshare require ongoing investment from banks, and investors. Once you’ve got all this sorted out there’s the brand identity to work on as it is the way you want your product or service to be perceived in the marketplace.
Brand Identity Elements
There are several elements of brand identity which you should pay special attention to. Besides the logo (which is very important in the digital age), you should think about the packaging, uniforms and business cards. It doesn’t stop here 🙂 There is also the marketing collateral too. Consistently of visual and verbal communication is vital. In today’s crowded marketplace, it really is ‘who shouts the loudest gets heard’, metaphorically speaking of course.
Bringing in a brand design expert to lead the campaign or project will inject another level of professionalism. This person or team will advise on colors, shapes and fonts combinations, and use their intellectual capital from all their experience in the business of designing brands for businesses in similar sectors and niches. The best combination of these elements depends on the industry your business is in, as well. So working in collaboration is vital, as opposed to outsourcing the lot and relying on the external team to get it right.
Here’s an example of what colours relate to or perceived to represent:
Green is usually used for natural products, Pink is popular in cosmetic industry, whereas in food industry colors used in product packaging should denote product flavor, when applicable.
Investing in your brand identity is sure to pay off. A professional and well established brand identity creates recognition among
consumers and this is exactly what you’ll need for your products or services.
Marketing is more effective when the product is recognised for the right reasons. By incorporating your core values into your brand identity, too the easier it becomes to establish the reputation you desire as well as secure new customers and build loyalty to your brand. The message you want to communicate to your target audience should be consistent throughout all channels offline and online. Since nowadays everyone is online, even your local plumber!
Creating brand identity might seem as a complicated process. However, there are some rules, and tips which can help you out in branding your business. The infographic below will guide you through the key elements of brand identity, and how to create them properly.
5 Powerful Digital Marketing Tools For 2020
The dawn of the next decade is around the corner, and by now you probably know about how vital digital marketing is to the success of your business. Software developers know it, which is why there are currently thousands of different marketing tools to choose from. They’re present in sectors such as SEO, content, social media, email and more.
Building a collection of effective digital marketing tools can help you leverage their potential to greatly enhance your marketing efforts and learn more about your customers. To help you choose the right solutions, here are 5 powerful digital marketing tools for 2020.
Snatchbot allows you to develop custom chatbots to deliver unique and relevant content to your audience through a wide variety of interactions. Bots can be developed for any platform and used to answer questions or deliver updates. Perhaps best of all, you don’t need to know a thing about programming to use the software.
Power BI is an analytics tool that allows you to obtain valuable insights regarding the performance of just about any process that goes on in your business. This Microsoft-developed platform generates custom, interactive reports based on the data you want to see, including how well your marketing campaigns are performing and the profit they render.
With Microsoft’s AI integrated into the software, it can automatically prepare, analyze and present relevant data based on your input. That said, it’s not the only one of its kind on the market. This marketing dashboard comparison on The Ecommerce Manager can help you identify the best solution based on the needs of your business.
While important, keeping up with your audience on social media can be a time-consuming process. Tools such as SocialPilot aim to make things easier by allowing you to manage mentions, schedule posts and engage with prospects across different networks from a single platform.
Even in 2020, email marketing has incredible ROI potential and should remain a key component of any company’s digital marketing strategy. Campaign Monitor offers a versatile set of tools that will help you make the most out of every email you send. This includes a template generator and the ability to create your own custom email templates.
There’s also the visual journey designer, which helps you put together more timely emails that’ll engage your audience and drive conversions. Campaign Monitor’s smart segments help you put together targeted elements that are tailored to your customers’ interests, and with the simple drag-and-drop interface, anyone can pull it off.
Ahrefs serves as an “all-in-one” solution for your SEO operations. The software contains a plethora of features, including a powerful keyword research tool with the largest keyword database in the industry. There are also a variety of analytics features and some are unique to Ahrefs, such as the ability to see how your pages ranked for any keyword over time.
Consider implementing these tools in your digital marketing strategy for 2020. In doing so, you can be rest-assured that your marketing efforts will help you reach your goals for the year ahead.
How to attract new patients to your practice (and how to keep the ones you have)
One of the biggest struggles healthcare providers and dentists are facing in 2019 is attracting new patients to their practice. Physicians could be attending to the same patients for years without leaving room for growth.
Everyone needs a doctor, dentist, or other specialist, but how can you be sure your service is reaching the right people? As medical technology continues to advance, there are countless ways to market your practice to prospective patients.
1. Increase online traffic for your practice
When looking for a PCP or other healthcare provider, the first thing someone will do is conduct a simple Google search. You want your practice to be one of the top results of that search, while also complemented by good reviews from patients. Other ways to increase your practice’s online presence include social media plugs, blogs, and journals.
Share informational content related to your practice. Writing and publishing articles on blogs and other educational websites is a way to let others know you are informed about the industry you work in. Create backlinks for everything you publish that leads to your clinic’s website. Readers can find your practice this way, by stumbling across your work on a blog or journal and then being directed to your clinic.
When publishing content online, the goal is to have your message reach as many people as possible. Keywords for search engine optimization (SEO) allow readers to find your content easily through relevant and commonly used words. Keywords can be filtered by subject (ie. health, business, travel) and can be the deciding factor of whether someone finds your content or scrolls passed it.
2. Strengthen your referral marketing techniques
Patients will see a doctor who they trust will give them the proper care they need. If your patient refers your clinic to others, you are building patient loyalty while also attracting more to your practice (without having to spend money!). Referral marketing can happen through various mediums: word of mouth, online reviews, and surveys. Giving your patients incentives to review your practice can make a difference in whether prospective patients decide to make an appointment.
Remember that top reviews is one of the first items people see when they search for a business. You want to ensure that your reviews are positive and invites others who are looking for care. Convince long term patients to review your clinic online as these patients will most likely have effective and beneficial content to share.
3. Use a referral management system
Referral management systems have become an essential tool for healthcare clinics. They provide a platform for doctors and physicians to connect and provide specialized care for their patients. Many clinics receive new patients through referrals from PCPs,and adding your practice to a referral database will increase referrals from other physicians.
A referral management system with a built-in provider database is very advantageous to any healthcare practice; it eliminates the extra time it takes for doctors to research specialists for their patients. Having a referral program with both dental and other healthcare providers will greatly benefit your patients by providing them with a diverse amount of resources, beneficial for various patient cases.
Adding your practice to an online database also builds your online presence and increases the opportunity for incoming referrals from other clinics. Grow your practice and patient numbers through networking with other providers.
4. Convert to a digital practice
Converting to a digital practice will create an accessible and organized clinic. Waiting lists for appointments today can be weeks long. Allow patients to fill out health and consent forms online, prior to appointments. This will reduce waiting periods and allow you to see more patients per day.
Connect with other physicians through eConsultation platforms to speed up the process of scheduling appointments. Research shows that delayed patient care may result in unfinished cases. Consequently, patients lose a sense of urgency if they are not seen right away which may damage their health. Case collaboration in real time through instant messaging or video calling is more efficient than faxing papers or waiting for emails so you can complete more cases.
Going digital will save you from hours of mundane administrative work that comes with your practice. Using electronic medical records (EMRs) provide a secure organized means of storing patient information. Management tools for healthcare providers are available with EMR integration features so your practice is available to you on any device, wherever you are. Creating an accessible practice will benefit both you and your patients as time sensitive tasks can be completed outside of the office as well.
5. Interact on social media
The most common way for people to find businesses is through social media. Facebook, Twitter, and Instagram are well known platforms and your clinic should actively engage on. Build your followers and post relevant content to your practice: articles, promotions, case studies.
What types of posts goes on each account?
You can interact with your followers through twitter by sending out polls. Gather feedback from patients and other clinics on services, new technology, and other aspects of your practice. By engaging with your followers in this way, your patients sense that your practice’s primary focus is on their healthcare and satisfaction. Connect with other practices as well and build a network (and increase referrals!).
Facebook has hundreds of healthcare related groups which you should join; share information about your practice, the services you provide, technology you use, ad build connections with other specialists in your area. Facebook users are more responsive to still images rather than animations; use this platform as an opportunity to share testimonials from patients.
Instagram mainly focuses on photos; insta-users are going to skip passed long, wordly posts. Engage your Instagram followers through photos of your medical team, patients, and tell a story through your posts. Since the platform is more light-hearted, common posts include memes and gifs which can be funny and relatable for your followers.
Optimize the resources available to you and revolutionize the way you run your practice. Bring new patients to your clinic through these methods and keep your schedule filled while attending to more people than before.
Where Influencer Marketing Is Successful
Not that long ago, if your business had a sizeable marketing budget, it would engage a celebrity use and share their experience your product or service with their followers on their blog or social media.
Nowadays, with influencer marketing, it doesn’t take an actor, sportsperson or movie star with thousands if not millions of followers to reach a broad audience.
Businesses can use an ‘average person’ influencer. Not all influencers are indeed celebrities, and they’re in high demand and get paid handsomely for social media activity like sending an Instagram post. Many businesses prefer endorsement from more relatable people.
Younger people, in particular, are less impressed with celebrities and ‘fake’ endorsement and choose to follower people they can relate to personally, and this has been great for Instagram and also good for business.
Did you see it coming, Instagram leading other platforms in the number of users and annual growth percentage? Twitter is looking less attractive with just less than 330 million users while Instagram has broken through the billion user mark, an achievement secured in a year ago in June 2018. The question on everyone’s lips is when it will surpass Facebook?
If the statistics are anything to go by, you wouldn’t bet against this platform’s continued success. The proof is in the statistics, of course. By the numbers, influencer marketing statistics presents critical supporting data in an infographic.
The popularity of Instagram is evidence of the success of engagement via sharing images and a few words of recommendation.
In the infographic, some of the key statistics are:
- Nearly 50% of users rely on influencer referrals or recommendations for their purchases
- Not all influencers need millions of followers the so-called ‘micro influencers’ with 100K or less are attractive to marketers, and it’s the largest influencer group on Instagram.
- No surprises here, the industries using this marketing the most are lifestyle, beauty and fashion.
Other sectors with a high representation of influencers are health, food, travel and can you believe it – DIY. Who would have thought the do-it-yourself sector would outperform entertainment and technology among other notable groups.
How Can Businesses Get Better Results?
It’s all very well hearing about how well your competitors are doing with their influencer marketing campaigns, but how can your business do better with it?
Believe it or not, like all other marketing strategies, the quality of your content will determine your success and this might be disheartening to know, as your business might struggle to generate interesting content.
Well, even the most tedious businesses in sectors like tax, accounting and law are driven by people. With ingenuity, marketers and outreach agencies will create sharable content for influencers as that’s what they’re good at and your internal team can focus on sharing tips on what your business does best.
If you’re in the business sector influencer marketing is not less popular than the groups mentioned above, e.g. lifestyle and fashion so you’ll want to be selective with who you choose as your influencer.
One of the biggest challenges for marketers irrespective of the sector is how to select the most appropriate influencer. The reason is the whole strategy is new, and it appeals to young people, so it stands to reason most influencers are young and many are teens. Engage a marketing agency with expertise in creating influencer marketing campaigns.
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