5 Ways Small Businesses Can Benefit from a 2021 Credit Review

What is a 2021 Credit Review and Why Should You Do One?

In a time when the economy is tumbling toward a recession, it’s important for small businesses to get their finances in order. Here are tips on how to do that by doing a 2021 credit review.

Also, we’ll show you how this can give your business an advantage over competitors who are not aware of what they’re missing out on. And why financial experts recommend this type of review. So look at the 5 ways a 2021 credit review can help your business. Get more information about what you need to do now so you don’t have any regrets later!

All year, we’ve been talking about building business credit. And we’ve talked about business credit reporting agencies and their reports. But do you know how to read your business credit reports? And do you know what to do with the information you might find?

The Benefits of Doing a 2021 Credit Review

Knowing what’s in your business credit reports can only help you. Learning what the CRAs are scoring you on will help focus your efforts. For example, if on-time payments matter to a CRA more than utilization percentage, then wouldn’t it be a good idea to concentrate on paying your credit bills on time? <Spoiler alert> they do.

Why it is Important for You to Know About Your Business Credit Scores

Business credit is an actual asset, and it is worth money! That means you can factor business credit into the cost of your business, should you ever decide to sell. Plus, what you do to build business credit will often help you build a clientele!

Better business credit scores will help you get business financing. They will help you get better financing, with lower interest rates and payback terms. For some entrepreneurs, better business credit scores are the difference between getting some financing….

Or none.

What Information Should be Included in Your Review

You want to be looking at your actual, full business credit reports, which are more than the scores. It’s time to look at the details. These should be reports from:

  • Dun & Bradstreet
  • Experian and
  • Equifax

About the Process

Get your D&B business credit report by signing into the D&B website. You want their CreditMonitor™ product, which shows the most scores. Get your Experian credit report by running a search for your business. You want their CreditScoreSM Report. To get your Equifax business credit report, you’ll need to contact them. Specify that you want a single Equifax business credit report.

How to Get Started with a 2021 Credit Review Now

If a highly detailed report isn’t in the budget right now, at least a shorter summary report will keep you informed. And it will get you in the habit of checking your credit reports. Today, we’ll look at high level information. This is what you absolutely need to know right now.

#5 Way a 2021 Credit Review Can Benefit Small Businesses: Get to Know Your Dun & Bradstreet Business Credit Report

It always makes sense to start with D&B. They are the biggest business CRA in the world, by far! You need a D-U-N-S number to start building business credit. If you don’t have a D-U-N-S number, you’ll need to get one; they’re free. This number gets your business into their system.

But your business will not get a PAYDEX score, unless there are at least 3 trade lines reporting, and a D-U-N-S number. Your business must have BOTH to get a D&B score or report.

D&B Data

D&B’s database contains hundreds of millions of companies around the world, both active and out of business. So D&B lists over a billion trade experiences. It works to improve its analyses to assure the greatest degree of accuracy possible. To ensure as accurate a report as possible, give D&B your company’s current financial statements.

Predictive Models and Scoring

D&B takes historical information to try to predict future outcomes. This is to identify the risks inherent in a future decision. They take objective and statistically derived data, rather than subjective and intuitive judgments. There are sample reports online available on the D&B website.

D&B Reports

D&B offers database-generated reports. These help their clients decide if your business is a good credit risk. Companies use the reports to make informed business credit decisions and avoid bad debt. Several factors go into creating such a report.

In general when D&B does not have all the information that they need, they will show as much in their reports. But missing information does not necessarily mean your company is a poor credit risk. Instead, the risk is unknown.

Executive Summary

The report starts with basic company information, like:

  • Number of employees
  • Year your business was started
  • Net worth
  • Sales

D&B Rating

This rating helps companies check your business’s size and composite credit appraisal. Dun & Bradstreet bases this rating on data in your company’s interim or fiscal balance sheet plus an overall evaluation of your business’s creditworthiness. The scale runs 5A—HH. Rating Classifications show your company size based on worth or equity. D&B assigns such a rating only if your company has supplied a current financial statement.

The rating contains a Financial Strength Indicator. It is calculated using the Net Worth or Issued Capital of your company. Plus there’s a Composition Credit Appraisal. This number runs 1 through 4, and it shows D&B’s overall rating of your business’s creditworthiness.

The scores mean:

  • 1—High
  • 2—Good
  • 3—Fair
  • 4—Limited

A D&B rating might look like 3A4.

D&B PAYDEX

This part shows two gauges:  an up to 24 month PAYDEX, and an up to 3 month PAYDEX. As a result, you can see recent history and your company’s performance over time.

Both gauges have the same scores:

  • 1 means greater than 120 days slow (when it comes to your business paying bills)
  • 50 means 30 days slow
  • 80 means prompt payments
  • 100 means anticipates

100 is the best PAYDEX score you can get. The PAYDEX score is Dun & Bradstreet’s dollar-weighted numerical rating of how your company has paid the bills over the past year. It shows how well your company pays its bills.

Predictive Analytics

This next section shows the chance of business failure. It also shows how often your business is late in paying its financial obligations. These are comparative analyses: the Financial Stress Class, and the Credit Score Class.

Financial Stress Score

This section shows your Financial Stress Class, and a Financial Stress Score Percentile. The Financial Stress Class runs 1—5, with 5 being the worst score.

Financial Stress Score Percentile

It is a comparison of your business to other businesses. The percentile contains a Financial Stress National Percentile. The Financial Stress National Percentile shows the relative ranking of your company among all scorable companies in D&B’s file. It also contains a Financial Stress Score. The report shows the probability of failure with a particular score.

Financial Stress Score Percentile Comparison

So the idea behind the score is to predict the chances your business will fail over the next 12 months. The average probability of failure comes from businesses in D&B’s database. It is provided for comparative purposes. The Financial Stress Score offers a more precise measure of the level of risk than the Financial Stress Class and Percentile. It is meant for customers using a scorecard approach to determining overall business performance.

Credit Score Class

The Credit Score Class measures how often your company is delinquent in paying bills. Overall numbers run 1—5. 1 is businesses least likely to be late. More granular scores run 101—670. 670 is the highest risk.

Credit Limit Recommendation

It shows a spectrum of risk. Your risk category can be:

  • Low
  • Moderate or
  • High

D&B checks risk using their scoring methods. It is one factor used when creating recommended limits.

D&B Viability Rating

This section contains:

  • Viability Score— to show risk
  • Portfolio Comparison—also a demonstration of risk
  • Data Depth Indicator—descriptive vs. predictive
  • Company Profile—showing if financial data and other info was available

Credit Capacity Summary

This part repeats the D&B Rating above. It includes financial strength, the composite credit appraisal, and payment activity

Business History and Business Registration

This section contains information on ownership. It also shows where your corporation is filed (i.e. which state). This includes the type of corporation, and the incorporation date

Government Activity Summary and Operations Data

This section gives basic information on if your company works as a contractor for the government. It also shows the kind of industry your company is in. It shows what the facilities are like, including general data on its location.

Industry Data and Family Tree

The section shows your business’s SIC and NAICS codes. It also shows where your branches and subsidiaries are. This list is limited to the first 25 branches, subsidiaries, divisions, and affiliates, both domestic and international. D&B offers a Global Family Linkage Link to view the full listing.

Financial Statements

This section is devoted to financial statements D&B has on your business. It shows assets and liabilities, with specifics like equipment, and even common stock offerings.

Indicators and Full Filings

This part shows public records, like:

  • Judgments
  • Liens
  • Lawsuits
  • UCC filings

This part also breaks down where filings are venued, like the court or the county recorder of deeds office. It shows if judgments were satisfied (paid). It also shows which equipment is subject to UCC filings.

Commercial Credit Score

This part shows the Credit Score Class again. It also shows a comparison of the incidence of delinquent payments. It also includes key factors to help anyone reading the report interpret these findings. And it explains what the numbers mean.

Credit Score Percentile Norms Comparison

Here, your company is compared to others based on:

  • Region
  • Industry
  • Number of employees and
  • Time in business

Financial Stress Score and Financial Stress Percentile

This section shows a Financial Stress Class and a Financial Stress Score Percentile. The Financial Stress Class runs 1—5, with 5 being the worst score. he Financial Stress Score Norms calculate:

  • An average score and percentile for similar firms
  • The norms benchmark where your business stands

This is in relation to its closest business peers.

Financial Stress Score Percentile and Financial Stress Score Percentile Comparison

These two scores are a repeat of the Financial Stress Score section, above.

The average probability of failure is based on businesses in D&B’s database. t is provided for comparative purposes. The Financial Stress National Percentile shows the relative ranking of your company among all scorable companies in D&B’s file. And the Financial Stress Score offers a more precise measure of the level of risk than the Financial Stress Class and Percentile. It is meant for customers using a scorecard approach to determining overall business performance.

Advanced PAYDEX + CLR

This section repeats the 24 month and 3 month PAYDEX gauges. It also includes a repeat of the Credit Limit Recommendation. There is also a PAYDEX Yearly Trend. It shows the PAYDEX scores of your business compared to the Primary Industry from each of the last four quarters.

PAYDEX Yearly Trend

The PAYDEX Yearly Trend is a graph. It includes detailed payment history, with payment habits and a payment summary. It helps show if your business pays the bigger bills first or last.

Let’s look at an Experian business credit report.

#4 Way a 2021 Credit Review Can Benefit Small Businesses: Explore Your Experian Business Credit Report

Credit Review Credit SuiteExperian offers data and analytics to businesses to help them better gauge risk. They have a massive consumer and commercial database for checking risk. They have found that blended data and reports work a lot better for them. For troubled businesses, blended scores dropped an average of 30% over the four quarters leading up to a bad event. But the owner’s consumer scores showed no statistically significant decline during the same period. Their best known and most widely used score is Intelliscore Plus℠, a percentile score.

A Typical Experian Business Credit Advantage SM Report

Experian provides a sample report where you can get an idea of what to expect. The best, most accurate and up to date source for this information is the Experian website itself.

Business Background Information

The first part of a report contains:

  • Basic details like business name, address, and main phone number
  • Experian BIN (Experian’s BIN is like Dun & Bradstreet’s D-U-N-S number. It’s a unique identifier for each business in the database)
  • Annual sales
  • Business type (corporation, etc.)
  • Date Experian file established
  • Years in business
  • Total number of employees
  • Incorporation date and state

Experian Business Credit Score

Business Credit Scores run 1—100; higher scores mean lower risk. This score predicts the chance of serious credit delinquencies in the next 12 months. It uses tradeline and collections data, public filings as well as other variables to predict future risk.

Key Score Factors:

  • Number of commercial accts with terms other than Net 1—30 days
  • The number of commercial accounts that are not current
  • Number of commercial accounts with high utilization
  • Length of time on Experian’s file

Experian Financial Stability Risk Rating

Financial Stability Risk Ratings run 1—5; lower ratings mean lower risk. A rating of 1 means a 0.55% potential risk of severe financial distress in the next 12 months. Experian categorizes all businesses to fit within one of the five risk segments. This rating predicts the chance of payment default and/or bankruptcy in the next 12 months.

This rating uses tradeline and collections info, public filings, and other variables to predict future risk. Key Rating Factors:

  • Number of active commercial accounts
  • Risk associated with the business type
  • Risk associated with the company’s industry sector
  • Employee size of business

Credit Summary

This section contains several counts of various data points. For the most part, details are available further in the report. The info contains:

  • Current Days Beyond Terms (DBT)
  • Predicted DBT for a particular date
  • Average industry DBT
  • Payment Trend Indicator (stable, or not)

This sector also contains:

  • Number of payment tradelines
  • Number of lender consortium experiences
  • The number of business inquiries
  • Number of UCC Filings, bankruptcies, and liens

The last part of this section shows:

  • Number of judgments filed
  • Number of accounts in collections
  • Company background (includes founding date, where headquarters are, and what your business does)

Payment Trend Summary

This section shows your company versus your industry on:

  • Monthly payment trends
  • Quarterly payment trends

These are the percentages of on-time payments by month and quarter.

Trade Payment Information

This next part shows details on payment experiences (financial trades). There is also data on:

  • Lender consortium experiences (financial exchange trades)
  • Tradeline experiences (continuous trades)
  • Aged trades and payment trend detail

There is also a link to send any missing payment experiences.

Inquiries, Collection Filings, and Collections Summary

The Inquiries part has the industry making the inquiry and a total made during a given month. The Collection Filings sector has the date, name of the agency, and status (open or closed). If a collection is closed, the Collection Filing sector also has the closing date. The Collections Summary shows: status, number of collections, dollar amount in dispute, and amount collected (even if $0).

Commercial Banking, Insurance, Leasing

For leasing, this section shows:

  • Leasing institution name and address
  • Product type and lease start date and term
  • Original and remaining balances
  • The scheduled amount due
  • The number of payments per year
  • And the number of payments which are current, late, or overdue

Judgement Filings

This sector shows:

  • Date and plaintiff
  • Filing location
  • Legal type and action
  • Document number
  • Liability amount

It also includes cases where your company in the report is the plaintiff or the defendant.

Tax Lien Filings

This part has:

  • Date and owner
  • Filing location
  • Legal type and action
  • Document number
  • Liability amount and description

UCC Filings

This section has:

  • Date and filing number
  • Jurisdiction
  • Secured party
  • Activity (filed, or not)
UCC Filings Summary

This part shows:

  • Filing period
  • Number of cautionary filings
  • Total filed, released, or continued
  • Amended/Assigned

Cautionary UCC Filings include one or more of the following collateral:

  • Accounts
  • Accounts receivable
  • Contracts
  • Hereafter acquired property
  • Leases
  • Notes receivable, or
  • Proceeds

But the Experian Business Credit Advantage SM Report does not have Intelliscore Plus℠. And it does not have the Experian Finance Stability Risk Score.

Experian’s Intelliscore Plus℠

It is a highly predictive score. This score provides detailed and accurate data on your business’s risk. It blends commercial data and consumer data on you, the business owner or guarantor. Reports include trades, legal filings, and more. Business credit scores run 0—100; 0 represents a high risk.

This score shows the percentage of businesses scoring higher or lower than yours. Many large financial institutions use it. So do over half of the top 25 P&C insurers and most major telecommunications and utility firms. Industry leaders in transportation, manufacturing, and technology also use Intelliscore Plus as their main risk indicating model. It has more than 800 aggregates or factors affecting business credit scores. Experian checks the scores of the millions of businesses in their database.

The Experian Financial Stability Risk Score (FSR)

FSR predicts the potential of your business going bankrupt or defaulting on obligations. The score finds highest risk businesses by using payment and public records which include:

  • Severely delinquent payments of 61+ and 91+ days
  • High utilization of credit lines
  • Tax liens
  • Judgments
  • Collection accounts
  • Industry risk
  • Short time in business, etc.

FSR shows a 1—100 percentile score, plus a 1—5 risk class. The risk class puts businesses into risk categories. The highest risk is in the lowest 10% of accounts. A score of 66—100 and a risk class of 1 means a low risk of default or bankruptcy. But a score of 1—3 and a risk class of 5 means your business has a high risk of default or bankruptcy.

Time to look at Equifax.

#3 Way a 2021 Credit Review Can Benefit Small Businesses: Understand Your Equifax Business Credit Report Better than You Ever Have

You can get a sample Equifax business credit report online. The company gets its data through a data sharing agreement with the Small Business Exchange. And it uses Net 30 type industry trade credit info.

Equifax Business Credit Reports

Equifax will combine financial data with industry trade credit data and add in:

  • Utility and telephone data
  • Public record information (bankruptcies, judgments, and tax liens)

Company Identifying Information

The first section shows identifying info, like business name, and address and telephone number. This section will also include your Equifax ID. An Equifax ID is how Equifax can tell your business from similarly-named businesses.

Credit Risk Score

This score runs 101—992. Higher numbers are better. This section also shows key factors. These are positives and negatives about your business. Such as the age of your oldest account, if you have any charge-offs, and the size of your business.

Credit Utilization

This pie chart shows which percent of your available credit line you are using. It also has labels to show how much each percentage is. It is only for your financial accounts.

Payment Index

This score runs 0—100. Higher numbers are better. It also shows Industry Median.

  • 90+ means paid as agreed
  • 1—19 means 120 or more days overdue

Days Beyond Terms

This is a line graph of the average days beyond terms by date reported. It is for nonfinancial accounts only. Plus it shows any recent trends. So if you’ve improved your payment habits, it shows up here.

Business Failure Score/Inquiries

The score runs 1000—1880. It shows key factors like recent balances. The section on inquiries shows the date, and if it was an inquiry on a financial or nonfinancial account.

Bureau Messages

This part seems to be a free form field. Its purpose is to add notes to your profile. These can be notes on the number of your locations, or any business aliases.

Bureau Summary Data

This section shows:

  • The number of financial and nonfinancial accounts
  • Date the credit became active
  • Number of charge offs and total dollars past due
  • Most severe status in 24 months
  • Single highest credit extended
  • Total current card exposure
  • Median balance and average open balance

It also shows Recent Activity, which includes:

  • The number of accounts delinquent
  • New accounts opened
  • Inquiries and
  • Accounts updated

Public Records

This section has:

Type Status:

  • Bankruptcy
  • Judgments, whether satisfied or not
  • Liens filed and opened, or released
  • Number, dollar, and most recent date filed

If there are none reported, then the date field will show that.

Additional Information

The final section appears to contain miscellaneous information, like:

  • Alternate Company Names and DBAs
  • Owners and Guarantor Names (name, type, date reported)
  • Business and Guarantor Comments (seems to be another freeform field) and
  • Report Details (the date of the report)

#2 Way a 2021 Credit Review Can Benefit Small Businesses: You Can do a 2021 Credit Review on Your Own

Checking your business credit reports in depth is the way to go to do your own credit review. But how do you know if there’s an issue you need to address? The answer is business credit monitoring. Each of the business CRAs has their own plan(s).

D&B Business Credit Monitoring

Pricing is current to September of 2021.

Use D&B Credit Monitor to check your report. It costs $39/month. View recent scores and ratings and benchmark your business versus your industry. It also alerts you to special events like suits, liens, and judgments. It includes dark web monitoring. This means it scans the dark web to help protect your business from possible fraud.

Experian Business Credit Monitoring

Prices are current as of September 2021.

  • Business Credit Advantage: $189/year, monitor business credit for 1 year, alerts of changes
  • Business Credit Score Pro: $1995/year with trade details or $1495/year in summary form only, get access to several business credit reports
  • Profile Plus: $49.95 for a single report
  • Credit Score Report: $39.95 credit summary report with score

Experian Subscription Plans: The Business Credit Advantage Subscription Plan

This is just one report including nearly everything Experian offers. This includes:

  • Business Credit Score (Intelliscore)
  • Financial Stability Risk Rating
  • Collections and trade payment details

Experian Subscription Plans: The Business Credit Score Pro Subscription Plan

Get 30 reports per month. This plan does not include:

  • Alert Emails & Monitoring
  • Dispute Resolution Status Alerts
  • 3 Month Score Trend
  • Unlimited Access to Your Report
  • Business Identity Monitoring

Experian Subscription Plans: The Business Credit Score Pro Subscription Plan (Enhanced Version)

Experian also offers an enhanced version of this plan. Get more info, including:

  • Trade payment detail
  • UCC detail
  • Inquiry detail

Currently costs $1,495 per year.

Experian Reports: The Profile Plus Report

Get everything in the Business Credit Score Pro Subscription Plan. Plus (optional with the more expensive report):

  • Trade Payment Detail
  • Inquiry Detail
  • UCC Detail
  • Corporate Financial Information

Experian Reports: The Credit Score Report

Get everything in the Business Credit Score Pro Subscription Plan, but no optional sections. This one is like a one-time version of the Business Credit Score Pro Subscription Plan. You can use it to decide if you want to subscribe to the more expensive plan.

Equifax Business Credit Monitoring

These prices are current to September 2021. These reports include credit summary, and payment trends and public records. So the idea is to help you identify potential risk of late payments and business failure. Order a single Business Credit Report for $99.95. Or order a Business Credit Report multipack (5 for the price of 4) for $399.95.

Tips for Maintaining Good Credit after Your 2021 Credit Review

Pay your bills on time! It’s the most effective and fastest way to raise and maintain good business credit scores. You should also dispute any material inaccuracies in your reports. Inaccuracies are material (important) if they’re dragging down your scores.

Disputing Issues with Your Reports

The business CRAs will not change your scores without proof. They are starting to accept more online disputes. Include proofs of payment with it. These are documents like receipts and cancelled checks. Be specific about the concerns with your report.

#1 Way a 2021 Credit Review Can Benefit Small Businesses: Monitor Business Credit at D&B, Experian, and Equifax for Less

But all these reports are expensive! You could spend HUNDREDS of dollars trying to keep up with reports from all three of the big business CRAs. But… Did YOU know you can get business credit monitoring for all 3 big business CRAs in one place—for less? Credit Suite offers monitoring through its Business Finance Suite (through Nav). See what credit issuers and lenders see. So you can improve your scores and get the business credit and funding you need.

Your 2021 Credit Review: Takeaways

So there are many reasons to review your business credit reports and understand them.

Business CRAs D&B, Experian, and Equifax all provide reports on businesses like yours. They tend to tap similar info and draw somewhat similar conclusions. Paying on time will help your scores more than anything else. And monitoring your reports will help you find errors fast, before they can do a lot of damage. Monitor with Credit Suite for a lot less than if you monitored your reports and scores at each business CRA.

What’s YOUR business’s biggest benefit from doing a 2021 credit review?

The post 5 Ways Small Businesses Can Benefit from a 2021 Credit Review appeared first on Credit Suite.

The "Eff-You" Warriors, 2021 NFL Draft Mistakes, and Million-Dollar Picks With Marcus Thompson, Peter Schrager, and Danny Kelly

The Ringer’s Bill Simmons talks about his involvement in the HBO documentary series ‘Music Box’ (1:55) before chatting with The Athletic’s Marcus Thompson about the 12-2 Golden State Warriors, the production from young players like Jonathan Kuminga and Jordan Poole, the rejuvenation of Andre Iguodala, Andrew Wiggins, the much-anticipated return of Klay Thompson, and more (14:40). Then BiIl is joined by The Ringer’s Danny Kelly and NFL Network’s Peter Schrager to revisit the top 15 picks from the 2021 NFL draft (51:25) before Peter and Bill make their Million-Dollar Picks for NFL Week 11 (1:42:30).

Host: Bill Simmons

Guests: Marcus Thompson, Peter Schrager, and Danny Kelly

Producer: Kyle Crichton

Learn more about your ad choices. Visit podcastchoices.com/adchoices

The post The "Eff-You" Warriors, 2021 NFL Draft Mistakes, and Million-Dollar Picks With Marcus Thompson, Peter Schrager, and Danny Kelly appeared first on Buy It At A Bargain – Deals And Reviews.

2021 Inflation and the Cost of Doing Business

2021 Inflation, You, and 2022

If you pay attention to business news—and even some national news—you’ve likely heard that 2021 inflation is coming. Or maybe that we’ll be spared until 2022.

But that’s wrong. 2021 inflation is already here.

Wait, what?

Is Inflation Coming Soon?

Economic predictions are, of course, never guaranteed. But per the New York Times, “there’s enough evidence to believe that a further upturn in inflation is coming.” But inflation isn’t all bad. Once the stock market calms down, an inflationary period is often the best time to buy stocks.

Per Inflation Calculator, the trouble started in March of this year. In January and February, inflation was at 1.4 and 1.7%, respectively. Then in March, it crept up to 2.6%.  In April, it was already 4.2%.

Then in May, it hit 5.0%. And now, through August, it hasn’t gone below 5.0%.

That’s more than a little troubling.

But What Exactly is 2021 Inflation?

Or, inflation in any year?

Per Investopedia, inflation is “the decline of purchasing power of a given currency over time. A quantitative estimate of the rate at which the decline in purchasing power occurs can be reflected in the increase of an average price level of a basket of selected goods and services in an economy over some period of time. The rise in the general level of prices, often expressed as a percentage, means that a unit of currency effectively buys less than it did in prior periods.”

In plain language, inflation is best understood through an example. In 1970, the standard cost of a new car was a little over $3,500. Yet in 1980, the average cost was $7,000. And in 2010, it was a little over $29,000. While the Covid-19 pandemic reduced prices, it didn’t reduce them even to 2010 levels. In 50 years, the average price of a new car went up close to ten times!

What Does the Federal Reserve Do?

If and when inflation strikes, the Federal Reserve will most likely raise short-term interest rates. The reason is to make it more attractive for banks to lend money. During an inflationary period, lenders will demand higher interest rates as compensation for the decrease in purchasing power of the money they are paid in the future. The Federal government will also sell off US securities. This takes money out of banks. And since the banks have less to lend, it forces the banks to raise interest rates.

Why Are We Experiencing 2021 Inflation Right Now?

What we’ve got right now is a near-perfect storm of circumstances, and it’s incubating the 2021 inflation we’re seeing.

Discover our business credit and finance guide, jam-packed with new ways to finance your business without emptying your wallet.

Reason #1: Supply Chain Disruptions

Remember the Great Toilet Paper Shortage of 2020? Remember that container ship that was stuck in the Suez Canal? The former was due to hoarding. And the latter caused some disruptions, but those were supposed to be done.

Not so fast. If you’ve had to have any work done on your home in the past year, you’ve experienced how slow and difficult it is to get lumber. This basic, vital commodity can still be obtained—but it takes longer. And delays cost money. Because those costs are passed on to the consumer, prices rise. Hence, 2021 inflation.

Reason #2: COVID-19

Well, of course. The pandemic doesn’t cause inflation by itself. But our country (as of the day writing this blog post) is missing over 600,000 people from the workforce.

When labor is scarce, it helps to raise salaries. This is because workers have gotten into a better bargaining position.

When there aren’t a lot of jobs and too few and too many workers to fill them, then the employer is in the catbird seat. They can set wages, and often those wages can be low. But the opposite is true right now. With businesses awash in jobs, but not enough people to fill them, potential employees are starting to dictate terms.

And their terms include higher salaries.

Health Care Workers, a Special Case

In addition to people trying to dictate better terms, we also have an issue with healthcare workers. Every day in the news, you see stories of health care workers who are just plain fed up. It could be that they’ve seen far too many COVID patients die, or they are angry at people who aren’t vaccinated, or they refuse to be vaccinated themselves. In any of these circumstances, this means that they just plain don’t want to work. They are ready to throw in the towel and leave.

And what is especially interesting about this is that nursing in particular was only until recently considered to be a recession-proof profession. Hospitals, nursing homes and more could barely fill job openings.

But now they really can’t fill job openings.

Retail and Hospitality Workers: Another Special Case

For people who normally make either minimum wage, or make some of their money in tips, the pandemic and its resultant pauses in our lives has led a lot of them to reconsider their career choices. People are also considering that if they need to enforce a mask requirement, then they may have few to no tools with which to do that. These people are tired of being abused, particularly for a very low salary.

So they want more money. And they’re tired of working three jobs to be able to feed their families and make rent. They’re just plain tired.

Reason #3: People Restarting Their Lives

In addition to hospitality and health care workers, there are a number of other people who don’t necessarily fit into those buckets. But during shutdowns in particular, they reassessed their lives. And some of them realized that they didn’t want to do what they had been doing. There’s nothing wrong with this. People change their careers all the time. But what we’re seeing right now is a wholesale change in hundreds of thousands if not millions of people.

Because, at times, those people are used to higher salaries, they are trying to demand them even if they need to start over at the bottom.

Social media and the regular mainstream media don’t help. If they tell people that they can get more money to do any kind of work, then job seekers will start demanding higher salaries, and continue to do so. No one will want to demand a lower salary, of course.

Discover our business credit and finance guide, jam-packed with new ways to finance your business without emptying your wallet.

Reason #4: Side Hustles

As a corollary to people changing their lives, there are also people who may have thought that they wanted to perhaps change things. But they weren’t ready to jump in headfirst. As a result, they’ve created side hustles of various kinds. With eBay, Etsy, Upwork, and various other sites where you can sell or offer your services online, people are spreading their wings and trying to do something different.

A businessperson might decide that because they make incredible muffins, that they should go into the bakery business. But chances are the bakery business is not very easy to succeed in. So instead of quitting their day job, they bake muffins on the side, and ship them. They can do so without an office, and can quit pretty much whenever they need to.

Higher Starting Wages and Decreased Supply Equals 2021 Inflation

Prices are going up. Whether it’s because of shortages, or potential workers demanding higher salaries, either way, prices are rising. Hence, 2021 inflation.

How Does 2021 Inflation Change How You Run Your Business?

The first obvious reason is that the cost of supplies is increasing. There are parts of this country where gasoline costs over $5 per gallon. And shortages of other supplies, such as lumber (mentioned above), means that everything takes longer to do. If you would normally complete, say, ten jobs in a week, but you can only complete eight now, then you will have to pass your added costs onto the consumer. And since you still need to pay rent, feed your family, and perhaps make payroll, you’ll raise prices.

If you raise prices, then other people will as well. And around and around we go.

The Inflationary Cycle

2021 Inflation Credit SuiteInflation will cut into your profit margin unless you raise your prices.

If your business customers raise their prices, that perpetuates a cycle of price increases. Government clients may start to rack up municipal debt. Individual customers might buy less, and they may even take their business elsewhere. But since inflation hits everyone, chances are they won’t find a safe haven with lower prices at your competitors’.

How Can Your Business Ride Out Inflation?

You will need business capital. This is the money or wealth needed to produce goods and services. All businesses have to buy assets and maintain their operations. Business capital comes in two main forms: debt and equity. Getting capital for business financing should be your concern.

Business financing is the act of leveraging debt, retained earnings, and/or equity. Its purpose is to get funds for business activities, making purchases, or investing. With lower retained earnings and perhaps less equity, it’s a good time to leverage debt. One way you can do so is to request a credit line increase, particularly if you’ve been a good credit customer and have paid your business’s bills on time.

Building and improving your business credit is a great way to help your business ride out inflation. Buying on credit means you can wait a bit (although not forever) to pay for goods and services. If prices go down, particularly during a grace period where you don’t have to pay, you’ll do better. But better terms will only come to your business if your business credit is good.

Discover our business credit and finance guide, jam-packed with new ways to finance your business without emptying your wallet.

How Can Your Business Prepare for Inflation?

It’s already here, but it may get worse. And, no matter what, it’ll come back when it’s finally gone. So here are some ways to get your business ready.

Your money won’t go as far. So before inflation hits harder, it should be a good idea to invest in new equipment if you need it. This may mean leveraging accounts receivable or using merchant cash advances to get capital now so you can act before inflation skyrockets.

It may also mean equipment financing and/or equipment sale and leaseback. So you can spread payments out over time.

And build business credit. Because if prices are going to rise, you want to buy from starter and other reporting vendors before that happens.

Getting Through 2021 Inflation Now, and Coming Out Better on the Other Side: Takeaways

As prices continue to rise, and demands for goods, services, and workers goes unfulfilled, inflation has the potential to worsen before it gets better. Act now. Secure larger ticket items your business needs before they become more expensive. If you need to hire, see if you can offer non-salary incentives to help break the cycle, such as offering more vacation time to new employees. And work to build your business credit before you need it, to better weather 2021 inflation and beyond. Good business credit is an asset that won’t lose its value, no matter what the economy does.

The post 2021 Inflation and the Cost of Doing Business appeared first on Credit Suite.

How to Vlog: A Complete Guide to Start Vlogging in 2021

If I told you that you could become a successful YouTuber/vlogger, would you believe me?

YouTube is certainly saturated; 500 hours of video are uploaded to YouTube every minute. There are dozens of million-dollar YouTubers and bloggers creating thousands of hours of video a year.

How could you possibly break through the noise?

Well, I’m here to tell you that video blogging still has huge potential.

The Potential of Vlogging and Why You Should Do It

Just look at the growth of video ad investment among brands and agencies and where it’s predicted to go:

average video spend and its impact on successful vloggers

It might not be as easy as it was several years ago to break onto the vlogging scene, but video is more important than ever to build a successful online marketing strategy.

Why?

First, video remains one of the best and most effective ways for people to get to know you.

When leads see you, their brain develops an impression of you that helps to build trust. You’re not just an anonymous content creator trying to drive your business. You’re a real person.

Second, video is a preferred method people have for gaining information. The stats don’t lie. People spend 2.6 times longer on pages with video than those without.

Third, the cost of good equipment keeps on falling, and the cameras in our phones keep getting better.

Fourth, video has a strong impact on the user experience, and therefore SEO. A video on your site can increase organic traffic by 157%. Check out this infographic:

why to invest in video how to become a successful vlogger

Finally, video blogging can be lucrative in itself. The top YouTubers and vloggers make between $14 and $22 million dollars a year.

The power of video is undeniable.

All of this brings up the question: how can you become a successful YouTuber?

Below are the steps you need to take to become a successful YouTuber, from starting a vlog and coming up with concepts for a video series to making a quality video and making sure people find your videos.

How to Come up With a Concept for a Series of Videos

Many people start by coming up with one idea for one video. That would be like starting a blog with an idea for only one article. As you probably know, that wouldn’t get you very far.

I explain how long content marketing takes in this video:

Video, like any other form of content marketing, needs a long-term strategy defined by a subject, tone of voice, and approach.

Here’s a question to ask yourself:

“What am I trying to convey to my audience?”

Once you know what you’re trying to do, you can define your vlogging content concept:

  • What should the format be? Should I do screen capture demos of step-by-step instructions? Should I be out and about talking to people? Should I talk into the camera?
  • What can I do with video that I can’t do in other formats like the written word?
  • How often am I going to make videos? How much time can I dedicate to them?

You have to document your plan to determine if it’s going to be feasible for long enough to achieve your goals.

The reality is people need to see consistency in order to understand why they should subscribe to your channel.

If you are making random, sporadic videos, it’s going to be harder to convince people to follow you.

The content of your video will be what determines your success.

That is, of course, only if you make quality videos.

How to Create Quality Video Content for Your Vlog

Video making is a complicated profession. When you see all of the elements that go into shooting a television broadcast or feature film, you will worry you’ll never be able to create anything like that.

how to become a successful vlogger.

The truth is, you probably can’t- and that’s okay.

People who are going to watch your video on your blog are not expecting a Steven Spielberg production.

People understand what vlogging is.

But that doesn’t mean that you should not care about quality. Quality is still super important.

Luckily, the cost of creating quality videos has been steadily dropping and continues to drop. There are more and more types of equipment available that can make your video go from amateur to professional-looking.

Step 1. Get a Camera and Tripod

You might be tempted to use your iPhone.

And honestly, cameras on smartphones have gotten amazing over the years. You have probably taken some great photos and videos on your phone already.

But smartphone cameras are difficult for serious video blogging for the following reasons:

  • they are hard to mount properly
  • they have very limited field of depth
  • they have very limited exposure options
  • the sound sucks

Selfie videos are best used for things like Instagram Stories.

They can be a part of your video strategy but shouldn’t be the foundation of it.

Cameras range in quality a lot, from basic models that run in the low hundreds to professional gear that can cost tens of thousands of dollars.

Most DSLR cameras also have video modes, though the options can be just as limited as on smartphones.

If you don’t know, DSLR cameras look like this:

build a successful vlog with camera equipement

The good news is that if you’re not chasing snow leopards in the wild, you won’t need all of those fancy settings.

What you need is a camera with a good lens that’s can take high-quality video. Not 4K necessarily, but enough quality to be able to work with if you want to add any extras.

You can find refurbished HD digital video cameras like this one for under $200.

build a successful vlog with a better video camera

Then, mount that camera onto a tripod. Nothing is worse than shaky video.

You could always place your camera on a table or shelf, but tripods are very affordable and give you 100% control of your filming.

Full-size tripods can go for less than $20, so there’s really no excuse not to have one.

successful vlog get a microphone

Step 2. Get a Microphone

You can either get a camera with a mic-in jack to plug in an external microphone (something you can also do when filming with your smartphone), or you can buy a USB microphone and record the sound directly to your computer.

pasted image 0 713

It depends on the type of conditions you’re filming in, but you usually don’t want to capture sound directly from the camera.

Separating the recording between two devices adds the challenge of having to sync up sound and image later.

You can overcome this by creating a clap sound that spikes up your audio visualizer for each syncing, then you line that up with the audio from the video.

video editing software for a successful vlog

I can’t stress the importance of having great sound in your videos. Sound is one of our fundamental senses and it should be a part of your marketing strategy.

Here are a few ways to leverage the power of sound:

Simply put, poorly recorded audio can turn people off and get in the way of you getting your message across.

Step 3. Create Your Lighting Setup

Lighting videos is an art all unto itself. But it’s surprisingly easy to get a great effect since there are normally only three primary lights in a video setup.

successful vlog with lighting diagram

The important thing is to separate yourself or your subject from the background. You can do this with the focus and depth of field, of course. But it really looks professional when there is a difference in lighting as well.

You don’t even need a professional lighting setup.

You can create a fairly decent lighting setup from lamps that you might have around the house.

You can also buy LED board lights that diffuse really well without getting hot — one of the drawbacks of using incandescent bulbs. You can buy versions that you can mount on your camera if you aren’t shooting in a controlled environment.

successful vlog how to light your videos

As a general rule, it’s better to be brighter. The image is clearer since the camera captures more light and therefore more detail.

Step 4. Get a Teleprompter

It’s great to be able to speak off the cuff effortlessly. There are some YouTubers with a natural style that works really well. Take the beauty YouTuber Freddy My Love. Her effortless and natural style has been honed from years of practice.

successful vlog example

Chances are, you will need help to deliver content in a clear and structured way.

You could memorize talking points and do a couple of takes. Then you can splice together the best parts.

That’s a longer process, though, than using a teleprompter.

A teleprompter makes it easier to hit all of the important points without memorizing or awkwardly transitioning between them. You could even write a script to follow verbatim.

But it’s more than a time saver. It drastically improves the way that you interact with your viewers.

Having notes or something written off screen causes you to break eye contact when you’re addressing your audience directly.

According to a study by Cornell University, humans will naturally increase eye contact with people that we admire or like.

Conversely, we tend to break eye contact when talking about embarrassing or uncomfortable subjects.

Viewers will subscribe to YouTubers and vloggers they respect. You can look directly into the eyes of your viewers while still reading your script or bullet points.

A teleprompter might seem complicated, but it’s actually pretty simple.

Teleprompting uses a slanted piece of glass to reflect the words so you can read them.

As long as there is darkness between the glass and the camera lens, the camera won’t pick up the light reflecting from the text on the glass. The camera will only see you.

You, however, will be able to clearly read the text as it scrolls. It looks like this:

how to use a teleprompter to vlog

You can buy a teleprompting setup and use your iPad or tablet with a teleprompting app.

There are also more advanced models that hook up to pedals for your feet that control how quickly the text scrolls.

If all that sounds like way too much, you can always try to build one yourself with a CD case and your smartphone to see if you like it.

Step 5. Do Your Makeup

This might sound a bit controversial – and I’m OK with that because I want you to have all of the options available to becoming successful – but people like watching videos with people who are put together.

(This explains why so many movie stars can be bad at acting.)

You don’t need to be Brad Pitt, and you definitely shouldn’t go overboard, but make an effort.

You’ve got an HD camera and a lighting setup. People have never seen you as clearly as right now.

For example, when you light yourself there will almost certainly be shiny parts of your skin. That’s your natural skin oil.

The most common makeup is a powder that absorbs oil so that your skin appears smooth without reflecting too much light.

how to vlog: tips on editing

Try testing your lighting setup and seeing where your skin is a bit too shiny.

Just to be clear, this goes for men as much as women.

Then, apply a powder if needed. Your video (and you) will look a whole lot more professional.

Step 6. Edit — A Lot

Making videos is like any other skill. You will get better at it the more you do it.

Video editing makes your life a lot easier by making it easier to cut between the best takes to more rapidly built your content.

Video editing software is easy to find — and use. iMovie comes on all macs and is available as an app on iOS.

The drag-and-drop interface makes it a snap to use.

how to successfully vlog editing tips imovie screenshot

If you are ever wondering how to do something, like shorten a transition or overlay an image, there are tons of tutorials on YouTube.

The bottom line is that you should be creating a lot of content. The majority of it you might not even use. But you get better and better each time you try something new.

And you should be careful to avoid oversharing. Instead, you should focus on a more qualitative approach.

Even if you think you did something great the first time through, force yourself to try it again.

You never know when you’re going to stumble onto something great.

OK, you’ve got the keys to actually making your videos to execute your strategy, now comes the hard part.

How to Get People to See Your Vlogs

When you make a video, you are in control of everything.

You decide how much you can invest time and money into creating your video. You decide who you work with and what you want the outcome to be.

Then, you decide when you put it online.

You don’t decide when other people watch it.

You can only try to grab their attention.

Getting people to watch your video can be difficult, but there are many steps that you can take to maximize your potential audience and get more people to click play.

Step 1. Create an Awesome Thumbnail

The first thing that many people will see is the thumbnail on the player before they start the video.

In fact, this is the piece of communication that reaches all the people that come across your video but don’t play it.

That digital real estate is your little promo box and can drive engagement. Take the time to make it great.

Here are two examples from Gary Vaynerchuk. He varies the style of the thumbnail from a photo collage with the title in a fun YouTube-style:

1 gary vee YouTube 1 how to vlog successfully

To a more elegant and serious tone when his subject matter is more inspirational:

1 gary vee YouTube 2 vlog successfully

There’s one thing you will always see in the thumbnail though: the title.

It’s crucial real estate that you can entirely personalize to get people to click.

You will have to abide by the brand values and guidelines, but you should create something custom to make sure you are putting your best foot forward.

To add a thumbnail to your video, click on the video in your video manager.

Then, in the middle of the screen next to the player, you will see a few images that come from your video that you can select as your thumbnail.

how to vlog successfully on Youtube

Click on upload image to add your own custom image. The best size is 1280 x 720 pixels. A 16:9 ratio works best since that’s the format of the layout.

Remember, though, that you have to keep your thumbnail under 2 MB.

Step 2. Optimize Your Video for Search

I’m not just talking about Google search here.

YouTube is the world’s second-largest search engine by itself. All of those searches are powering an insane amount of views.

To optimize for search, you need to work on your descriptions. YouTube can’t crawl through your videos like Googlebot crawls through your website.

You need to lend a helping hand to get YouTube SEO right. Here are a couple of things you can do:

  • Write a description of at least 250 words that outlines the subjects of the video.
  • Get your keywords in the description in the first few sentences, and use it at least 3 or 4 times in the body of the description.
  • Start the title of your video with your keywords.
  • Add tags. Tags help you show up in the related videos column when people are watching other videos.
vlogging - adding a description and basic info for your video
vlogging - adding tags to your videos

There are also a few of the advanced settings that are helpful to turn on. These features are mostly located under the “Tags” box as seen in the image above.

If your video is focused on a local area, you should add a localization to the video.

Then, you want to drive as many views as possible so you should make sure that the two options are enabled: allow embedding and notify subscribers.

This way people can share your video on their websites, and you can benefit from their traffic to drive views.

And wouldn’t it be silly if your subscribers didn’t know you had a new video? It’s checked on by default but just double-check.

Step 3. Use End Screens to Promote Other Videos

Anyone who has watched your video to its completion is probably very interested in what you have to say. That is the best time of all to catch them.

YouTube developed end screens to keep people’s attention at the end of your video.

20 seconds before the end of your video, and/or for a bit afterward, you can present related or featured videos to your viewers.

To do that, go to your YouTube Studio account and click on Content (the red box with a “play” icon on the left-hand side). This will open your videos. Select the video you want to add an end screen to. The video will open along with data boxes. On the right-hand side, there is an “end screen” box.

The end screen adds extra time to the end of your video where you can do two key things: promote your other videos and get people to subscribe to your channel.

Click on the Add element button.

vlogging - finding and using the end screen

You’ll see a dropdown menu with a few different options. All of them are great for driving traffic.

YouTube provides three options for promoting your other videos and playlists that are pretty great.

how to promote your vlogging content

You can choose to feature your most recently uploaded videos, or you can choose a specific video that you want to promote.

Or you can let YouTube do the work and automatically recommend videos from your channel that would be the most relevant for each viewer.

You could even link out to other people’s videos if you want.

When you add a video, it will display the thumbnail plus the title and the duration of the video:

1 YouTube 7

You can reposition and resize the video.

You can add up to four elements to expose people to as many of your videos as possible.

Step 4. Get People to Subscribe to Your YouTube Channel

If you want to create a successful vlog, you need to increase your subscribers.

Views come and go.

Subscribers are more than people that happened to see your video.

They are people who were so happy with that video that they want to see more. They are anticipating that you will give them something great again.

What’s more, media outlets and brands looking to partner with YouTubers will use subscribers as their key metric when evaluating opportunities.

The most important is adding the subscribe action. When you do you will see your channel’s avatar in a round circle.

You can position this button wherever you want on the screen.

You can also use the end screen we discussed above to increase subscribers.

Don’t forget to add a link to subscribe to your website, email signature, and Instagram bio. It’s not just enough to add the YouTube link. You should tell people something clear like “Subscribe to see more videos.”

Step 6. Go Live

Live video is the new wild west in digital marketing. It represents a lot of opportunities. It’s much easier to be featured on the Live home page than the regular YouTube homepage.

I’ve written all about how you go live on YouTube and why it’s important.

Live also gives you the opportunity to interact directly with people while they watch you.

You can instantaneously respond to people’s questions that come up in the chat. This creates a real-time relationship.

How to Vlog Frequently Asked Questions

How do I start a vlog?

Start by choosing a platform. YouTube, Facebook, Instagram, and many other platforms host videos. Then you’ll want to decide on the content you want to share and start researching your audience.

How much money can I make vlogging?

It varies by industry and how successful you are at reaching your audience. Most channels only pay a few cents per thousand views. However, you can use your vlog to promote other products or services.

Do I need expensive equipement to start a vlog?

No. You can start a vlog with a webcam or even a smartphone. There are also free and affordable editing tools.

How can I use a vlog to market my business?

Vlogging can be part of your overall content marketing strategy or you can use video content to push subscribers to paid products or services. People watch videos to learn and be entertained, so make sure to offer value if you want to use a vlog to market your business.

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How to Vlog Successfully Conclusion

Video blogging is becoming more and more important for content marketing.

And there’s no time like right now to get started in video marketing.

Organize your thoughts, sit down, and create a concept for a video series.

Like all content marketing, your video needs to give the viewer something of value, whether that be informative or educational or entertainment.

Then, make that video with the highest quality that your time and budget allows.

If it’s helpful, read some books about cinematography. I recommend Gustavo Mercado’s The Filmmaker’s Eye. You can skim through to get the basics about things like shot composition.

Finally, whatever you do, don’t forget to get your video in front of people.

You could make the best video the world has ever seen, but that won’t make you a successful YouTuber.

What are your experiences with YouTube and vlogging?

6 MarTech Trends in 2021 and Beyond

Are you hoping to identify MarTech trends that can help your campaigns be more effective and run more smoothly?

As our marketing capabilities evolve, so do the tools we use to measure our successes and how we achieve that success.

In this blog, we unpack the six biggest MarTech trends looming over the marketing industry and how you can use them to your advantage.

What Is MarTech?

Marketing technology, or MarTech, as it is more commonly known, refers to software and platforms that help individuals or organizations achieve marketing goals.

This term is very inclusive, covering everything from email templates to data analytics.

While every individual, agency, or company has unique MarTech needs, the constantly-growing field is making great leaps to fill any open niche.

Over the past twenty years, the field has seen truly exponential growth. Today, being a marketer doesn’t necessarily mean you have to be incredibly tech-savvy, but it does mean that you need to understand the benefits of tools that can improve your strategy and help you reach your goals.

Your competitors are likely using MarTech to help their campaigns succeed. If you’re not looking toward how you can automate, optimize, and ideate your campaigns through MarTech, it’s time to start.

Examples of MarTech

As we mentioned above, MarTech is a very wide umbrella. However, some forms of MarTech are more common than others. These include:

Email Marketing

With more than 50 percent of survey respondents copping to checking their email in excess of ten times a day, it’s no wonder that email marketing is an easy way to try to reach your target audience. While the operative word in that sentence was try, marketing automation tools can get you that much closer to your goals.

To reach them, you need tools and platforms that not only disseminate your emails but provide in-depth analytics that gives you a real-time view of reader practices and interactions. As email marketing continues to grow and evolve, the demand for personalization in this medium will also continue to grow.

Marketers should use automation and AI to deploy targeted emails engineered to attract a particular audience segment. To achieve successful personalization, use data to assess customer habits and preferences for each audience segment and then craft corresponding templates. Then your MarTech tool can do the rest.

Content Management

While managing your website content used to be a time-consuming, exhaustive process that took hours of coding, new marketing technology has automated cumbersome processes, allowing marketers to dedicate time to other important pursuits.

Content management systems (CMS) have evolved over the years, now equipped with the capabilities to develop the following kinds of websites (along with many others):

  • social networking
  • blogging platform
  • static website
  • news
  • online store

Predicted to achieve a compound annual growth rate (CAGR) of 16.7 percent, as CMS capabilities grow, so will collaboration and planning tools that unite workflows to allow complete management of content from creative to back-end development.

Data Analytics

Today, marketers can harness the power of data analytics to gain an understanding of customer preferences and behaviors—including how they shop, where they spend their time, and how they discover new offerings—as well as market trends.

MarTech tools that allow marketers to dive deep into these data sets are invaluable, as they provide never-before-seen maps of how consumers operate online. By tracking online behaviors, marketers gain a deeper understanding of their customers.

As MarTech data tools become even more intuitive, marketers will have even more visibility of customer journeys, following them from initial interest to final purchase. These insights will be captured through cookies and CTR, among other trackers. As the tools become more refined, so will understanding of consumer behavior, allowing marketers to readjust their strategies.

6 MarTech Trends

To help you decide which MarTech offerings you want to add to your stack, we broke down the six biggest trends that are likely to impact both the MarTech world and the marketing world well beyond this year.

1. Increased Spending on Analytics

If you’re tempted to bypass adding an intuitive analytics tool to your MarTech stack, don’t. These tools can help you gain a better understanding of nearly every aspect of your marketing campaigns, from buyer behaviors to conversion rates.

In fact, researchers expect marketing analytics budgets to grow by 61 percent over the next three years.

That’s huge. You don’t want to miss out on getting in early on a tool that can quite literally change the way you see your business.

Some of the many benefits of marketing analytics tools include:

  • viewing real-time, comprehensive outcomes of marketing efforts across channels
  • improving lead generation through actionable insights
  • gaining insights into customer behavior and preferences
  • using predictive analytics to enable your business to be proactive rather than reactive

2. Higher Emphasis on Personalization

We nodded a bit toward the importance and growing prevalence of personalization in marketing campaigns.

In short, this strategy means delivering individualized content to audience members. This personalized route builds a connection with consumers, treating them as individuals rather than a mass market.

Some common (and growing) opportunities for personalization include:

  • targeted emails
  • custom video messages
  • product recommendations
  • social media

In the coming years, this prevalence will only grow, and marketers who don’t use tools to aid them in personalization will fall behind.

In fact, 99 percent of marketers claim personalization helps advance customer relationships, and 44 percent of consumers say they would be willing to switch to a brand that better personalized its marketing material.

If you’re not taking advantage of learning more about your would-be customers through tools and data, you’re missing out—not only on reaching customers more strategically but also on building relationships.

3. Transition Away From Third-Party Cookies

If you’re an advertiser or marketer who has relied heavily on third-party cookies, you may be in for a bit of a shock.

In 2020, Google announced its plan to phase out third-party cookies within two years. With Google Chrome composing almost 65 percent of the web browsing market according to statcounter’s data below, this move will have a dramatic impact on how marketers gather data.

browser share percentage

If in the past, you relied on information from cookies to gain an understanding of consumer behavior and identity, you’re going to need to recalibrate your strategy.

Recently, Adobe found two in five brands are not prepared to transition away from cookies, indicating businesses do not have a strategy for gathering consumer data post-cookie.

After the transition is final, marketers will no longer be able to capture individual consumer data. To prepare for this future, digital marketers must align with the trend of personalization to reach and understand their intended consumers.

4. Higher Need for Data Privacy and Security

If you’ve been keeping an eye on the news, you know that data breaches are on the rise. The United States alone has seen data breaches grow from 660 annually to over a thousand within the past decade, according to Statista.

If you think this number doesn’t apply to you, think again. Your website and consumer data are among your business’ most valuable assets. You need to protect them from malicious attacks at all costs.

MarTech Trends in 2021 and Beyond - Data Privacy and Security

5. Increased Importance of Campaign Automation Tools

Marketing automation can make every aspect of your marketing campaign easy. By using these tools, you reduce time spent, error, and unnecessary cost.

We’re not the only ones who think this way: The marketing automation market is primed to grow 8.55 percent annually, with 51 percent of companies already taking advantage of these tools.

  • Time-saving: With tools that automate time-consuming processes like project management, all members of your team will rejoice in the sheer amount of time they can reclaim after implementing these tools.
  • More effective spend: By pinpointing processes that devour valuable time and treating them with automation software, you can use your budget much more effectively, saving both time and money.
  • Scalability: MarTech automation tools scale with you. If you’ve got a big vision for your organization, these tools fit your business needs for today and tomorrow.
  • Concrete measures of success: We’ve talked about the importance of data and metrics a lot in this article. All MarTech automation tools come with data insights that allow you to track everything from productivity to campaign spend.

As you assess your organization’s needs, look at how marketing automation tools simplify your processes and streamline campaign creation. The benefits of marketing analytics tools include:

6. Growing Importance of Direct Mail

Thought direct mail was dead? Think again: Forty-two percent of direct mail recipients engage with your send either through reading or scanning.

Further, 73 percent of Americans prefer direct mail marketing, as it allows them to read the piece at their leisure rather than forcing immediate consumption.

This year and beyond, you should reassess your organization’s direct mail strategy to see if there are new (or overlooked) avenues for you to contact your prospects directly through their physical mailbox, according to Who’s Mailing What:

MarTech Trends in 2021 and Beyond - Growing Importance of Direct Mail

Outside of the above statistics, benefits of direct mail include:

  • opportunities for personalization
  • builds familiarity and trust
  • easy to track
  • complements your digital campaign
  • cost-effective

MarTech Frequently Asked Questions

What Is MarTech?

Marketing technology, or MarTech, as it is more commonly known, refers to software and platforms that help individuals or organizations achieve marketing goals. This term is very inclusive, covering everything from email templates to data analytics.

Is MarTech a Good Investment for My Business?

Yes. With MarTech making up 30 percent of North American marketers’ business budget, you would be well-advised to take advantage of marketing automation tools and platforms that can help you take your campaigns to the next level.

What MarTech Trends Will Dominate the Market?

While there is a slew of MarTech trends that reshape the market year after year, we can confidently report that these six trends will be game-changers in the MarTech world:

  • increased spending on analytics
  • higher emphasis on personalization
  • transition away from third-party cookies
  • increased need for data privacy and security
  • increased importance of campaign automation tools
  • growing importance of direct mail

Is Direct Mail Still a Good Marketing Strategy?

In a word, yes. Direct mail is still an extremely effective marketing strategy. While there’s a lot of conversation around digital marketing, this classic mode of reaching potential customers is as effective as ever.

Want proof? Forty-two percent of direct mail recipients actually read what you’re sending them. Compare that to your average email clickthrough rate (CTR), and you’ll understand the true, measurable value of direct mail.

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MarTech 2021 Trends: Conclusion

As marketing needs and customer predilections continue to change, so will the tools we use to meet them.

However, the six marketing trends outlined in this post are here to stay.

To help your organization grow with these MarTech trends, be sure to invest in software that can help you achieve all of your marketing goals. Tools are meant to be used—be sure you’re taking advantage of them to outmaneuver your competitors.

What’s your prediction for the biggest marketing trend in 2021 and beyond?

Influencer Marketing: Examples and Strategies for 2021

You’ve likely heard the term “influencer” thrown around a lot the last few years. It generates mental images of YouTube stars promoting energy drinks and Instagram stars raving about weight loss supplements.

This is called influencer marketing, and it can be a very successful strategy if you execute your campaign correctly. Let’s find out if you should try this strategy yourself.

What Is Influencer Marketing?

Influencer marketing is the process by which brands leverage well-known figures who have influence over their target markets to promote their brands.

This doesn’t mean you need to be able to afford to pay Michael Jordan to promote your new athletic wear line.

In fact, many of the most successful influencer marketers are not extremely famous.

Take, for example, Murad and Nataly Osmann. There is a good chance you recognize the style of their photos:

influencer marketing - example of specific image style

One simple photograph of Nataly leading her boyfriend by the hand has morphed into a massive online following — and a branding empire.

According to Adweek, “They’re working with top marketers like Macy’s and Napa Valley Beringer Vineyards to create compelling ads, and they’re launching a platform to match brands with bloggers.”

The #Followmeto project has also morphed into TV and book deals. The couple hosts a 20-minute travel TV show on Channel One Russia that takes viewers behind the scenes of their online photos.”

Sometimes, the best influencers aren’t people at all. Toast, a well know dog, uses her Internet fame to promote a variety of brands, including coffee, bottled water, and even thigh chafing sticks.

influencer marketing - Toast the dog's Instagram

Instagram isn’t the only place you can find influencers.

Lance Stewart, a well-known influencer, has more than 50 thousand followers on Facebook alone:

influencer marketing - lance stewart facebook

He is also active on Snapchat, Instagram, and Twitter.

Finding influencers isn’t necessarily about finding the most famous person.

Instead, it’s about finding a person your audience trusts and leveraging that influence to promote your brand.

Outline the Goals of Your Influencer Marketing Campaign

I’ve discovered that influencer marketing works well for brands that don’t have much of a following.

You’re leveraging someone else’s platform for your own gain.

However, before you create the content, before you find an influencer, and before you do anything else, you need to outline the goals of your influencer campaign.

Why?

It’s simple: Every decision you make is informed by your goal.

The platform you choose, the influencer you partner with, the type of content they create; all of these factors come into play.

Let’s work from an example to make this easier to illustrate.

Say you’re working with a client (let’s call them Client A) in the gaming industry — specifically in the smartphone app gaming industry.

Mobile gaming is a pretty competitive industry. iTunes offers 18 categories of games and hundreds of popular puzzle games.

itunes categories of gaming - influencer marketing

Company A has been in business for five years and has a solid portfolio of games of medium success, including one highly popular game that was downloaded 25 million times.

They have a new puzzle game coming out, and they want to leverage influencer marketing to get tons of downloads and create buzz around the new launch. Ideally, this buzz would extend to their brand and give their entire game portfolio a good boost.

How can you help them get the most out of influencer marketing?

First, let’s outline the goal.

The goal should have three parts:

  • find out the influencer’s demographic data
  • determine what the influencer will help you do
  • plan how the influencer will help you do it

Example Goal for Company A’s Influencer Marketing Campaign:

There are a plethora of formats to outline your goals. In this example, Company A has written the goals of the campaign in paragraph form:

This campaign will partner with a young, highly connected influencer with access to the tech-savvy millennial group. Ideally, they will be into technology and use an iPhone because downloads from the Apple Store exceed those on Android.

Through this campaign, we will exceed the download numbers of our last game by 45% in the first 30 days.

The campaign will include at least 1 video of 30+ seconds to showcase how the game is played, and two or three other social posts on Instagram and Snapchat where our demographic is most active.

This goal is detailed. It includes specific numbers and platforms. There is a chance that some of these factors will shift.

For example, you might find out that YouTube is a more effective platform for your video game company to use for influencer marketing.

Changing the details of your goal is fine, but the outline should serve as a starting point for all the other decisions.

This template will help you outline your goal:

Influencer marketing campaign goal plan

Who is the influencer?

Name:

Age range:

Popular on what platforms?

Campaign end goal:

Number of posts:

Which platform:

Special considerations:

Now that you have your goal outlined, it’s time to move on to finding your influencer.

How to Find Effective Influencers for Your Brand

Choosing the right influencer is vital to the success of a killer influencer marketing campaign, but it is far from easy. Ryan Schneider, Chief Brand Manager at Insomniac Games, says this:

[A] lot of leg work goes into finding the right influencer…If I were a PR person, and I was trying to find the right reporter at The Wall Street Journal, I could do that … probably within one Google search or two mouse clicks. Targeting the right influencers can be a lot more complex.

According to Tap Influence, there are four main ways to find influencers: searching manually, using databases, tapping networks, or exploring marketplaces.

Manual Searching

This method requires conducting individual searches, scanning web pages for information, and then adding the information to a spreadsheet. It’s extremely time-consuming and not very effective.

Start by creating a spreadsheet in Google Docs or Excel, then create a column for each piece of information you want to pull about each individual influencer.

Column names will likely include:

  • Name
  • Industry of influence, including the specific niche (for example, if a gaming influencer’s audience is mostly female, or under the age of 16)
  • Total followers (combination of Facebook, Instagram, Twitter, and Snapchat, or the top platforms your audience uses)
  • Facebook link
  • Instagram link
  • Twitter link
  • Snapchat link
  • Pros
  • Cons
  • Email/contact info
  • Special notes: Do you already have a relationship with them, or do they regularly post about topics closely related to your brand? Add any other information you want to include here.

Next, search Google and relevant social platforms for keywords, mentions of your brand, and related hashtags.

In a highly competitive industry like mobile gaming, you should go after high-tier influencers so you’ll have the most reach. Compile a list of these people.

The next step is to search on the most popular platform for our target audience. In this case, I head to YouTube.

The most effective strategy is to look at videos with the highest engagement, either from my brand or my competitors’, and then look at who shared or engaged with those posts.

From there, I would be able to find the top influencers.

I am using a fictitious example, so I can’t search for our brand.

Since we are in mobile gaming, I am going to search for Two Dots, a popular puzzle game. Based on a quick search of the brand name, I see a possible influencer:

influencer marketing - using youtube to find influencers

The top video is old and won’t be a good fit for our gaming site.

The second video is from the actual brand Dots. It’s also not a good fit.

The third, from ZoeTwoDots, might represent a good fit. Her videos showcase strategies for different games, her channel is active, and the channel has more than 200,000 followers. Looks promising!

I would add her to the spreadsheet and keep going.

Keep in mind, all this research garnered me just one possible influencer to target.

Manual research is extremely labor intensive. However, for smaller brands looking for very niche influencers, this is likely the best choice.

Databases

These are tools that will do the site-scraping for you by pulling publicly available data. These can be good places to start, but vetting each influencer can prove time-consuming.

Basically, instead of manually doing the searches, databases do the heavy lifting. They’re less time-intensive than manually searching and are cheaper than other options.

One example is Inpowered.

Inpowered has a list of clients it has worked with in the past, including case studies:

influencer marketing - case study showcase

For our mobile gaming company, this doesn’t seem to be a good fit. A more traditional brand might find this database useful.

Lean on Your Networks

This method of connecting with influencers sits in between databases and marketplaces. A network has built relationships with influencers, but you have to go through their profiles to reach out.

Networks tend to focus on specific genres, such as Dad bloggers, lifestyle influencers, or food enthusiasts. Examples of popular influencer networks include Activate.

After a little research, I come across a good fit for our mobile gaming company: MatchMade.

influencer marketing - example network logo

They make it super simple to search for exactly the type of influencer I want, including allowing me to sort my options based on reach, location, subscribers, and engagement.

Another benefit of networks is that they often offer more tracking and analytics. Matchmade offers a full dashboard:

influencer marketing - matchmade dashboard

There are a lot of pros to choosing a network — you are able to select exactly the type of influencer you want based on many different factors. Tracking is included, making it easy to see if you are reaching your goals.

However, this also tends to be the most expensive option.

Marketplaces

A marketplace offers the best features of a database by pulling in real-time information, but it allows you to avoid middle men. Marketplaces tend to offer less tracking, but they are also more affordable.

Examples of market places include Tribe, HYPR, and Brand Snob. Much like dating sites, marketplaces allow you to look at hundreds of profiles of different influencers.

Here is an example of an influencer profile on Tribe:

influencer marketing - using a marketplace

I can easily see her reach and an example of her work. This is much easier than sorting through thousands of Google search results.

Choosing the best method for finding an influencer that fits your needs can be complicated. Ultimately, you are looking for a partner, and just like any partnership, you need to take your time and consider all the options.

The final decision is likely going to be based on what resource you want to spend — time or money.

Getting the Most Out of Your Influencer Marketing Campaign

You have outlined your goals, chosen an influencer, and started to build a relationship with them.

Now it is time to create your actual campaign. Here are tips for getting the most out of your killer influencer marketing campaign.

First, be authentic. The reason traditional ads aren’t as effective today is that people crave authentic connections.

Even though you are paying for the influencer to talk about your brand, you must keep authenticity in mind to be effective.

Shannon Fure of Convince and Convert says it best:

If an influencer doesn’t fit a brand’s ethos, the authenticity factor is going to plummet. Choosing the right influencer is the first step toward maintaining authenticity.

Second, choose the platform you use carefully.

Pay attention not only to where your audience is most active but also what type of content performs best on each platform.

Take, for example, this video created by Harry’s Razors:

On Facebook, the video got three thousand views.

On Instagram, Harry’s chose to post a screenshot of the same video:

influencer marketing - examples on different formats

Even though Instagram supports video, they tend to perform better on Facebook.

According to Murray Newlands, “different platforms are used to reach different audiences and demographics, and the same goes for what product or service you’re marketing: beautiful photos of your product belong on Instagram, while eye-catching videos will perform better on Facebook.”

Take the time to build a real relationship with the influencer. This gives you and the influencer a chance to see if you are a good fit and increases authenticity.

Angela Stringfellow of CODA Concepts suggests:

Start slowly by following them on social media, sharing their content, commenting on their blogs, and engaging them in relevant conversations whenever possible. Establishing a relationship of mutual trust is the key to successfully engaging your market’s thought leaders as brand advocates.

Empower your influencer through information and access to your brand, but don’t take creative control. Ideally, you’ve chosen an influencer who is already engaged with your brand.

If not, make sure they truly understand your brand’s voice and what you stand for.

Invite them to your offices, offer tickets to your events, and share interesting stories about your brand and the people you help.

But remember, they are popular with your target audience for a reason. To keep the interaction authentic, you need to relinquish creative control.

Influencer Marketing Conclusion

Influencer marketing might seem like just another buzzword born of a generation obsessed with smartphones. However, the practice is nothing new.

Put simply, people trust people more than they trust brands. Influencer marketing allows you to leverage that trust to create goodwill towards your brand.

The steps I outlined above will help you find the best influencer and get the most out of your partnership.

Have you implemented an influencer marketing campaign? What were your results?