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Willard Scott, the longtime weatherman on NBC’s “Today” show, has died.
How to Create a B2B Content Strategy
B2B and B2C content marketing require entirely different strategies. However, whether you’re targeting businesses or individual consumers, one point remains the same: Content matters.
Content is how you boost brand awareness, build trust in your company, and empower your customers to solve their problems. However, you can’t just create the occasional blog post or paid ad and hope to generate results.
Instead, you need a targeted B2B content marketing strategy to reach your marketing goals.
Let me show you why a strategy is so important and help you figure out how to reach those valuable business prospects.
Why Do You Need a B2B Content Marketing Strategy?
A content marketing strategy is like a roadmap or a blueprint. While it’s not set in stone, a marketing strategy is a set of guidelines to help you get from point A to point B.
Without a roadmap, you’re more likely to get lost. There’s a higher chance you’ll lose sight of your business goals, and you might struggle to get back on track.
A marketing strategy, then, is key to helping you create the right content at the right time to reach your target clients in the shortest time possible.
You can’t just use any old content marketing strategy, though.
As mentioned, B2B content marketing presents different challenges from B2C content marketing. With B2B, you’re targeting other businesses, whereas, with B2C, you’re targeting individual consumers.
While consumers might be impressed by influencer marketing and emotive product launch campaigns, businesses won’t be swayed by these tactics. Instead, businesses want authoritative content.
They want useful, actionable information to help them solve real commercial challenges and grow their organizations. A clear, methodical marketing strategy can help you create the content needed to impress this audience.
How to Create a B2B Content Marketing Strategy
Every B2B content marketing strategy is unique. However, successful content marketing campaigns typically start with well-defined objectives and a clear understanding of your long-term goals.
Remember, don’t let the whole idea of a marketing “strategy” intimidate you. It’s surprisingly simple to get started once you understand what’s involved, so if you’re ready to build a successful content marketing campaign, here’s where to begin.
1. Identify Your Audience and Their Needs
There’s nothing more important than your user base.
Remember, the whole point of creating content is to convert your audience into paying clients, so your content must meet their specific demands and needs. If your content doesn’t resonate with your audience, they won’t move through your sales funnel.
How do you identify your audience, though?
- First, create your buyer personas.
- Then, segment your prospective audience into subgroups based on, for example, buyer behavior.
- Decide whether you’ll target all these subgroups or if you want to focus on one or two specific segments.
- Once you’ve identified your audience, you can tailor your content to match their specific demands.
Ultimately, what matters to your core audience should matter to you, so you must first identify their problems and then consider how you can solve them through your content.
2. Use Micro-Targeting to Narrow Down Your Focus
You’ve identified your target audience, you know what matters to them, and you’re ready to give them a great user experience.
Now, it’s time to actually find those businesses online and generate brand awareness. How do you ensure that your content reaches the right audience, though? It’s all about using the right short and longtail keywords.
Start by using microtargeting. Through microtargeting, you use analytics data to reveal key information such as buyer behavior, preferences, and popular search terms or keywords. Then, you can use a variety of popular keywords in your content to help your audience find you through Google and other search engines.
Check out Ubersuggest for your keyword research. Enter a primary keyword, such as “health insurance,” and scroll through the “keyword ideas” for inspiration:
Carefully chosen keywords can help you reach the businesses most likely to require your services.
3. Research Competitors in Your Niche
Unless you’re in a super unique niche, chances are you have numerous competitors vying for your audience’s business.
Look at what makes them successful and research what they’re offering your target customers. What can you offer that sets you apart from your competition?
You need a unique selling point (USP) to draw customers, so consider what you could do better than your competitors and highlight what makes you unique when you’re selling your goods and services to prospects. Here are some tips for doing just that:
- Identify your competitors.
- Evaluate their strengths and weaknesses.
- Clarify what makes your business unique and build your USP around your strengths.
Not sure where to get started? Look to your target audience. Who else are they following? What other businesses are they interested in? Go back to your audience research and see what it reveals.
4. Define Your Goals
Every great marketing strategy needs clearly defined goals to help you stay on track and measure your progress.
How do you choose the right goals? By following the SMART objective. SMART goals are Specific, Measurable, Achievable, Relevant, and Time-bound.
In other words, you’re setting a clear, realistic goal that you can achieve in a certain amount of time. The results are measurable, meaning there’s some quantifiable way you can measure your success and track whether you achieved the goal.
To set SMART goals, ask yourself the right questions. For example, what are you trying to achieve? What steps will you take to reach your objective? Finally, how will you know if you achieved your goal?
If you don’t have the answers to questions like these, your goals need a little more work before you’re ready to develop your marketing strategy.
5. Create Multi-Layered Content
Sure, words are great. After all, you’re trying to impress your audience and demonstrate your industry expertise.
Too much text is pretty daunting, though. If someone’s reading your article and they’re confronted by line after line of unbroken text, you could quickly lose their interest.
The answer? Multi-layered content. With multi-layered content, you’re basically using media such as text, videos, and images to create a visually engaging user experience.
We’ll use one of my own posts on visual marketing as an example. Sure, I include plenty of informative text to educate readers:
However, I also include images to illustrate my points and break up the walls of text:
Finally, I include videos for users who prefer a more interactive experience:
You’re targeting business clients. They’re busy people. Keep your content engaging and break it up with a blend of media types to hold their interest and keep your business memorable.
6. Measure Your Results
How do you know if you’re achieving those SMART goals you set earlier? By measuring your results or tracking progress using tools like Google Analytics.
Tracking metrics gives you key insights into what works and, of course, what doesn’t. Once you know what content works best, you can invest your energy into those areas and grow your business more effectively.
Try not to worry if you haven’t met some performance goals. Honestly, not everything you try will work out. Not every ad will generate leads, partnerships can fail, and some content may go unnoticed.
That’s all okay. In fact, it’s normal. Remember, you’re experimenting with different angles, so if something’s not working, just pivot and try something new.
7. Prioritize Link Building and Collaboration
Want to build brand exposure? Consider collaborating with other businesses. More specifically, make (and accept) some guest posts.
You might be wondering how letting another entrepreneur post on your website helps your own marketing goals. However, this is your opportunity to showcase your connections to your audience.
If your audience sees that other industry leaders want to collaborate with you, then guess what? They’ll immediately trust you more, which makes them more likely to explore your services.
On the other hand, say you want to make a guest post on another website. Great. Not only will the post boost your exposure and increase your authority within your niche, but it’s essentially free advertising for your brand. Sounds like a win-win, right?
Here’s an example from when I guest posted on Entrepreneur. Through this opportunity, I had the chance to reach a wider audience and help support their marketing goals:
Don’t be afraid to collaborate as part of your B2B content marketing strategy.
8. Promote Your Content Across Different Platforms
Where do your prospective customers hang out? If you researched your audience earlier, you already know the answer to this question, so your focus should now be on reaching these prospects as part of a targeted marketing campaign.
How you reach these potential clients all depends on your audience demographics, but here are some general tips.
First, improve your website’s discoverability in search engines. The goal is to secure a first-page search ranking for your chosen keywords, so optimize your pages for SEO by adding meta descriptions, including alt text with your images, and using keywords strategically.
Next, run a paid ads campaign. Paid ads ensure you shoot to the top of the search rankings for specific keywords. Monday.com, for example, is one of the first search results you see when you Google “collaboration software for businesses:”
Aside from Google Ads and LinkedIn, you could also run paid ads on popular platforms like Twitter and Facebook. It all depends on where your target audience spends their time, so do your research to generate the best ROI from your paid ad campaigns.
Do you need any advice on choosing the right keywords for paid ads or platforms to market your B2B company? Check out my consulting services to see how my team could help.
Frequently Asked Questions About B2B Content Marketing
Before you start building your own B2B content marketing strategy, here are some quick takeaways to reflect on.
What Is B2B Content Marketing?
B2B content marketing is a strategy for creating, sharing, and promoting content designed to appeal to a business audience. The goal is to use content to build brand awareness and find new clients.
How Is B2B Content Marketing Different From B2C?
With B2B marketing, you’re targeting business clients. You’re trying to demonstrate your experience, expertise, and skill to convince businesses to work with you.
On the other hand, B2C marketing involves targeting individual consumers. You’re focusing on nurturing leads, building an emotional connection with people, and convincing them to buy a specific product.
What Makes a Good B2B Content Marketing Campaign?
A good B2B content marketing campaign should help build trust in your company, provide valuable information to your audience, and inspire companies to choose your products and services.
Above all, a great content marketing strategy should establish you as an industry leader or innovator in your chosen niche.
Research your target audience to understand what challenges they face, and create content designed to help solve those problems. You should also check out competitors for content ideas and keep an eye on news channels. Aim for a blend of evergreen and timely content to keep your articles, videos, and podcasts varied and fresh.
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B2B Content Marketing Guide: Conclusion
Do you want to establish your company as an industry leader? Are you trying to convince businesses to choose your company over your competitors? Then a solid B2B content marketing strategy can help you stay on track.
Focus on creating useful content and cultivating a sense of trust in your company, and don’t be afraid to step back and make changes if something’s just not working. Remember, a strategy is a roadmap: It’s not set in stone. Let it guide you, but don’t let it hold you back when you’re ready to move in a new direction.
Have you tried B2B content marketing yet? How are you finding the process?
9 AI Tools For Media Creation
Artificial intelligence (AI) tools for media let you create content at scale in a previously impossible way and you don’t even need design experience to create something impressive.
AI isn’t new. The film and gaming industries both use it regularly, for instance. But, these sectors have only scratched the surface of AI capabilities.
On a seemingly daily basis, new AI tools emerge to help people create articles, video scripts, logos, and more. Naturally, these tools have investors excited. However, they’ve plenty to offer to content creators, marketers, and digital agencies too.
Let’s look at how some of these AI tools for media can transform the way you work.
1. Podcastle
Podcastle, which has raised more than $1 million, is an extension for the Google Chrome browser. This free tool lets you create custom podcasts with just a few clicks.
With Podcastle, you can:
- quickly transcribe your podcasts
- create and edit content with the text editors
- turn text into podcasts
- revoice content
- record live interviews
- make autosaves
- access unlimited content publishing and projects
Getting Started with Podcastle
Set up a Podcastle account by clicking on the green “create” link in the top right-hand corner.
Depending on what you want to do next, visit the tutorials page for step-by-step instructions.
Podcastle Cost
Podcastle’s free service gives you access to:
- 45 minutes of one-time audio recordings
- four hours of monthly audio recordings
- capacity for one host and two interviewees
- magic audio processing
And more.
There’s also a “storyteller” package for $11.99 a month. Storyteller has all the above features, plus:
- additional recordings and interviewing capacity
- 10 hours of transcription every month
- high-quality downloads and revoicing
- unlimited magic audio processing
2. Let’s Enhance
Let’s Enhance takes any photo you upload and analyzes the photo quality, color, contrast, etc. Then, if the picture needs enhancement, it automatically color corrects and retouches the image with minimum input.
Other features include:
- batch processing
- custom sizing
- resolution increasing
- resizing and upscaling
This program isn’t just for personal use. Let’s Enhance is also recommended for real estate and e-commerce, where you need clear, high-quality images.
Getting Started With Let’s Enhance
Upload an image to Let’s Enhance, and the algorithm enhances it as much as possible without compromising quality.
The algorithm provides a slider for tweaking parameters like contrast, hue, brightness, and saturation. You can also apply additional filters.
Let’s Enhance Cost
Let’s Enhance has subscription, business, and pay-as-you-go options.
Subscriptions for personal use run from $0 for a one-time, five-credit trial to $34 for 500 image credits per month.
Businesses can pay from $72 for 1,000 credits per month to $290 for 5,000 credits per month, plus get API access.
Pay as you go options range from $9 to $39 and let you use the program only when you need it.
3. QuillBot
QuillBot is one of the few quality paraphrasing tools on the market. This comes in handy when you want to avoid being repetitive when writing long pieces. It may also help you rework product descriptions.
The program has two main modes: one with synonyms and one without.
The first preserves the original sentence’s meaning while only changing certain words.
The second mode alters the word order so the sentence sounds more natural.
Other features include:
- grammar checker
- summarizer
- citation generator
Getting Started With QuillBot
Upload or paste a document into QuillBot, then hit the “Paraphrase” button.
There’s nothing more to it! (However, be sure to proofread, just to be safe.)
QuillBot Cost
The free version gives users a 700 character paraphraser and a 5,000 character summarization limit. Free users also get:
- three synonym options
- three writing modes
- Chrome and doc extensions
Premium gives a 25,000 Summarizer and 10,000 Paraphraser character limit and processes 15 sentences simultaneously, as well as:
- four synonym options
- seven writing modes
- wider range of tones
- sentence shortener and expander
Premium costs $14.95 for month-to-month use, $9.95 a month if paid semi-annually, or $6.67 per month for the annual option.
4. KinetiX
Investors believe in Europe-based KinetiX, which recently secured $608k in capital funding. It turns your videos into 3D animations with quick editing options and filters.
Other features include:
- customization and collaboration
- prototyping
- 3D visualization
- access to characters and animations
- automated workflow
Getting Started With KinetiX
KinetiX uses a drag-and-drop interface available on the front page. Just drop in any .fbx file or paste in a YouTube URL and click the “generate” button underneath.
You can upload a selection of video content, like your own recordings, MP4, and YouTube content.
The tool then creates an animated character in seconds.
KinetiX Cost
The KinetiX tech AI tool is free for personal use. However, if you want to use it for commercial purposes, fees begin at 15€ per month.
5. Articoolo
Articoolo is an AI writing assistant that generates content in a fraction of the time it would take to write it yourself.
Additionally, it has a
- quote and image finder
- title generator
- article summarizer
- writer’s helper
Most marketers and business owners need content in a hurry at some point, or you may spend time looking for that perfect quote or image. This AI app can do that quickly.
It’s also great for anyone that wants a starting point with title ideas or to rewrite large volumes of content for repurposing.
Getting Started With Articoolo
To start using the tool, enter your topic and then wait for Articoolo to get to work. That’s all you need to do!
Articoolo Cost
Pay per use ranges from $19 for ten articles or $99 for 100 articles.
Subscribers pay $29 a month for 30 pieces and up to $99 a month for 250 articles.
6. Word.ai
Word.ai helps copywriters rework content with a natural-sounding voice. It creates up to 1,000 rewrites of an article, giving users plenty of variety if they want to use the same piece of content in multiple ways. It can also work as an editing tool.
Other features include:
- sentence restructuring
- split sentences
- quality enhancement
- clarity enhancement
Getting Started With Word.ai
- Click the green button in the top right-hand corner of the screen. The button will take you to the subscription deals.
- Click the “start my free trial” button for your preferred option.
- Then Word.ai asks you to sign up and create a password.
Word.ai Cost
New users get a free three-day trial. After that, you can pay $57 per month or an annual fee that breaks down to $27 per month (quite the deal in comparison!). For heavy use, they offer an enterprise level at various prices.
7. Synthesia
If you need to create video content in a hurry, Synthesia could be the tool. Each video can be up to thirty minutes long, and you can upload any custom backgrounds and your own avatar.
Features include:
- 50 available languages
- PowerPoint capabilities
- synthetic or authentic voices
- background music
Aside from marketing videos or product demos, you could use it for:
- training
- personal videos
- video chatbots
Getting Started With Synthesia
- Click “create account” in the top right-hand corner to create a free demo video and understand Synthesia better.
- To start creating your content, enter your text into the browser. Your video will be ready in minutes.
Synthesia Cost
Personal pricing is $30 a month for video credits. Custom pricing is available too, but you must speak to the sales team.
8. Rephrase.ai
Rephrase.ai is a powerful video creation tool that enables people to quickly create and share quality videos in a matter of minutes.
You can add text, images, animations, and video clips within the easy-to-use interface.
It has a wide use of applications, including educational and explainer videos, personalized customer touchpoints, digital marketing, and outreach. To understand how the video creator works, they offer a handy tutorial.
Getting Started With Rephrase.ai
- Begin by signing up and selecting the category you’re interested in.
- Answer a series of questions about how and why you plan to use the program.
- Watch a short instructional video, then accept terms and conditions.
Rephrase.ai Cost
Plans begin at $25 for ten banner credits a month. Each credit equals one minute of video. Rephrase.ai also has an enterprise option—contact them for details.
9.Designs.ai
Designs.ai incorporates several AI tools for media creation, including a logo and banner maker and a mock-up generator.
You create designs by dragging shapes on the canvas, which you then adjust with your mouse or keyboard input. You also have the option of changing variables for fonts, colors, and backgrounds.
Features include:
- cloud storage
- massive image library
- speech maker
- assistive tools
- unlimited usage and projects
- branding kit
Getting Started With Designs.ai
Click “Try for free” in the upper right-hand corner, choose which project you want to try out, and follow the prompts to get started.
Designs.ai Cost
Design.ai’s basic tier is $29 per month, and its pro level is currently $69 per month. If you pay annually, you save 34 percent. For large-scale work, contact them about an enterprise contract.
Frequently Asked Questions About AI Tools for Media Creation
What Are the Different Types of AI Tools for Media Generation?
AI tools for media are in extensive use and serve a wide variety of purposes. These include natural language generation, voice synthesis, sentiment classification, and text summarization.
How Do AI Tools for Media Help in Content Creation?
Tools that generate content are usually made for a specific purpose and consist of software-generated texts and visuals. They may include chatbots and automatic translation tools, as well as writing assistants for blogs, social media, and PPC ads. The list goes on and on.
These tools help save you time and resources, especially if you lack the expertise to create the content or visuals yourself.
How Much Do AI Tools for Media Cost?
There is a range of AI tools to create content that engages customers and improves conversions. The costs vary depending on your needs and the type of tools you’re using.
What Are the Three Types of AI?
AI is a broad term used to describe a machine that can perform human intelligence processes. The three types of AI are narrow-AI, general AI, and superintelligence.
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AI Tools for Media Creation Conclusion
For a long time, artificial intelligence has helped us perform everyday tasks more quickly and efficiently. Now, AI became more intelligent, creating media like articles and videos.
With these tools, a marketer can create quality content with ease, even if they don’t have expertise in making videos, creating podcasts, or graphic design.
Even for the experienced, AI tools for media have multiple advantages, saving people time and freeing up their resources for other tasks.
Tools like Rephrase.Ai, Word.AI, and KinetiX are changing how we create content and make it
The Truth About Business Funding With No Personal Guarantee Credit
Does business funding with no personal guarantee credit exist? The simple answer is yes. How do you get it, and do you even need it? Those are harder questions to answer.
What’s the Real Story Behind Business Business Funding With No Personal Guarantee Credit?
To some, it may seem like a mythical idea, a unicorn if you will. Even if you have strong business credit, many lenders will ask for a personal guarantee on a business loan. So, what are companies talking about when they say you can fund a business with no personal guarantee credit? Let’s find out.
What is Business Credit?
Before we can talk about no personal guarantee credit for business funding,we need to define a few terms.
First, we’ll define business credit. Business credit is credit, like a credit card or other type of credit account, in the name of your business rather than in your name personally. When you apply, you use your business name, your business contact information, and your EIN instead of your social security number.
What frustrates you the most about funding your business? Check out how our free guide can help.
Then, the business is responsible for repayment. Sometimes, the account does not report to your personal credit report. Meaning, your personal credit scores will not be affected by your business credit accounts.
Business Credit vs. Business Credit Report
Now, let’s talk about your business credit report. This is a report, like your personal credit report. Lenders use it to evaluate the creditworthiness of the business. It consists of the credit history of the business, the business credit score, and other data. The business credit score is made up of the payment history of those business credit accounts that actually report to the business credit reporting agencies.
Not all business accounts will do that. But those that do, are the ones that make up the score on the business credit report.
Personal Guarantee
To understand what no personal guarantee credit is, you have to know what a personal guarantee is. If you get a credit account with a personal guarantee, you are responsible for repayment. By definition, all personal credit accounts have a personal guarantee.
This could mean a hard pull on your personal credit, which can lower your personal credit score. However, in theory, if your business has an account in its own name and it is set up to be a separate entity from you, the owner, it is responsible for its own debt.
Still, many companies require a personal guarantee from the business owner before extending business credit, especially small businesses. This is due to many factors, including data from the Bureau of Labor statistics that states 20% of new businesses fail within the first year, 45% within the first 5 years, and 65% in the first 10 years. In fact, only 25% of new businesses make it 15 years or more.
It’s easy to see why lenders and credit card companies would ask for a personal guarantee from business owners when it comes to business credit.
What frustrates you the most about funding your business? Check out how our free guide can help.
Can You Get No Personal Guarantee Credit for Business Funding?
The short answer to this is yes, but it is not that simple. First, most business accounts that do not require a personal guarantee are designed for larger businesses or older businesses.
There is very little out there when it comes to no personal guarantee credit for small, newer businesses. There are some vendors that will extend net terms without a personal guarantee if your business meets certain requirements.
Requirements may include a certain minimum time in business, a minimum average balance in a business bank account, specific annual revenue, and more. Other than that, there are a couple of business charge cards you can get without a personal guarantee. For example, Brex and Divvy both offer this type of product.
The catch is, these are charge cards, not credit cards. So you have to pay the balance off each month. Basically, it’s like a card that you can use anywhere and you have net 3o terms on the balance. It’s similar to a vendor account, but more flexible.
There are also business credit cards available without a personal guarantee, but only if your business credit is strong enough. In general, your business needs to be earning millions in annual revenue to qualify for these cards.
What’s so Bad About a Personal Guarantee?
Why try to avoid a personal guarantee? No one likes risk. That’s why businesses require a personal guarantee and why business owners don’t love to give one. However, if you have true business credit that requires a personal guarantee, the business will have to pay first. You will be personally liable for anything that the business cannot cover. Still, you will not be first in line for all of it.
A Personal Guarantee can Accelerate Your Business Growth
A better option is to realize that if your business is small and young, you are likely going to need a personal guarantee for much of the funding. Yet, you can work to reduce your liability in a number of ways. The first way to do that is to incorporate your business as a corporation, S-corp, or LLC. Your business attorney or accounting professional can help you with that.
Next, you can look at funding options that do not require credit at all. Does this debt-free funding even exist? Sure it does.
Grants, Crowdfunding, Angel Investors, ROBS, and more can be used to get as much funding as possible without any repayment.
Work on Building Business Credit
Then, you can work on building a strong business credit profile for your business, including a strong business credit score. This will help you be able to get funding for your business without as much reliance on a personal guarantee. Basically, the stronger the business credit, the less the lender feels the need to rely on the owner’s creditworthiness.
The key to this is to look for creditors who will report positive payment history to your business credit profile. Even some lenders that require a personal guarantee may report payments to your business credit report and not your personal credit report.
Stop worrying about the personal guarantee and worry more about building business credit so you can reduce the amount of personal guarantee required to get the funding you need.
Get Funding While Building Business Credit
If you cannot get all of the funding you need for your business with non-debt options, and your business is young and small, you may very well have to use a personal guarantee to get the funding you need in the beginning. That is okay.
What frustrates you the most about funding your business? Check out how our free guide can help.
The key is to know exactly what you are getting. Definitely make sure you apply with your business name, EIN, and contact information. Then find out what credit agencies they report to. If they report to the business credit agencies like Dun & Bradstreet, Experian Business, or Equifax (Business), that is a good thing. It will help you reach your goal of building business credit faster.
If they report to personal credit, so be it. Just keep working through the process of building your business credit profile as quickly as possible. Then, you can tip the scales away from your personal liability as much and as quickly as possible.
Debt-Free Funding
If you really want to stay away from a personal guarantee, you can try one of these debt-free funding options. Just remember, debt-free doesn’t mean cost-free. There are always some costs associated with funding.
Rollover for Business Startups (ROBS)
This is a 401(k) Rollover for Working Capital program. It’s also known as a Rollover for Business Startups (ROBS). Per the IRS, a ROBS qualified plan is a separate entity with its own set of requirements. The plan owns the business through its company stock investments, rather than the individual.
This type of financing isn’t a loan against your 401(k), so there’s no interest to pay. It does not use the 401(k) or stocks as collateral. Instead, this is simply a movement or change of custodian. The plan has to be a plan from an employer you no longer work for, and you can no longer be contributing.
Crowdfunding
Crowdfunding is a way of getting multiple smaller donations from a lot of individuals. Hence the term “crowd” in crowdfunding. There are many options for crowdfunding platforms, but be sure you know what you are getting into. Many crowdfunding platforms make you give all of the funding back if you do not make your goal by the end of the campaign.
They will take a percentage of the donations. That’s how they make their money. In addition, they may push to have you deliver on your promises. Crowdfunding tends to work best when donors can personally connect with a product or service . Straightforward businesses may not do so well.
The kinds of businesses which do the best often associate with products not quite on the shelves yet or artistic endeavors.
Angel Investors
While there are “professional” angel investors out there, an angel investor can be pretty much anyone. It could be a friend or family member sitting on home equity, or local professionals who are looking to invest. Consider people you know well and people you may not know so well.
What frustrates you the most about funding your business? Check out how our free guide can help.
Grants
There are some grant options available, and of course those do not have to be repaid. However, they are highly competitive, and it is unlikely it will be enough to fully fund your business. Also, grants will require time on your part to prepare all necessary paperwork. Some even require an application fee.
Other Funding Options
No personal guarantee credit for business funding is great to have. Still, chances are you are going to need a personal guarantee to get funding at some point. There are a lot of good options out there. In fact, SBA loans are a great option. You can also look into alternative lenders like Fundbox and OnDeck or Accion.
Using a personal guarantee to get the ball rolling while you work on building your business credit profile is a valid option. It is what most business owners have to do. But, you need to build a strong business credit score so lenders can start to rely more on the credit worthiness of your business than you personally. Credit Suite has a whole program designed to help do just that. Find out more about the Business Credit Builder now.
The post The Truth About Business Funding With No Personal Guarantee Credit appeared first on Credit Suite.
Malzahn spurs UCF from 21 down to win in debut
In his first game as UCF head coach, Gus Malzahn said his team showed resilience in rallying from a 21-0 hole to defeat Boise State 36-31 on Thursday night.
The post Malzahn spurs UCF from 21 down to win in debut appeared first on Buy It At A Bargain – Deals And Reviews.
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.
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.
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:
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?
How to Run a Virtual Job Fair to Attract Top Marketing Talent
Virtual job fairs have been growing in popularity in recent years. Chances are, that’s only going to continue.
Virtual job fairs can be the perfect way to initiate that first interaction between candidate and employer. How do you make sure yours is successful? Here is what you need to know.
What Is a Virtual Job Fair?
A virtual job fair is an online event that allows job seekers to network with potential employers. The entire event takes place online, allowing attendees to get to know employers better, network with other job seekers, and attend workshops and guest speeches, all from the comfort of their own homes.
With so many virtual job fair platforms to choose from, it’s possible to recreate the traditional job fair with an online twist.
Combine traditional features like colorful booths, meeting rooms, info packets, and guest speakers with the online elements of virtual tours, and analytics and it’s easy to see why many businesses are having success with this method of hiring.
Experts believe as much as 80 percent of recruiting will remain virtual for the foreseeable future, and the early stages of the recruitment process are ideal for the online medium. This has seen major companies around the world embrace virtual jobs fairs, including Deloitte, BNP Paribas, SumUp, and many more.
What Are the Benefits of a Virtual Job Fair?
The vast majority of job searches start online, so it’s not surprising that the next step is moving online as well. It’s not just attendees who benefit from job fairs though, both the organizers and exhibitors stand to gain as well.
Virtual job fairs are:
- safe
- cost-effective
- not limited by physical space
- provide access to a wider talent pool
- make it easier to access the data
The most obvious benefit and one of the main reasons people turned to virtual job fairs in the first place is the added convenience. By hosting the event remotely, it’s possible for people to network without sharing physical space.
The remote location has other big benefits too. For example, you don’t have to pay for event space (which can be expensive). By eliminating this cost from your budget, you can focus on finding the right software and maximizing value.
A virtual job fair can also pull in talent from further around the world. With a traditional job fair, there’s only so far people are willing to travel to attend, but when they’re meeting employers from the comfort of their own home, this isn’t a factor. With remote work becoming more and more efficient, this is ideal for businesses looking to attract top candidates from all over the world.
Finally, the virtual format provides access to far more data. By accessing attendees’ resumes before they sign up, employers can personalize their offerings and streamline the hiring process. Data analytics can also help track event success more easily.
7 Tips to Hosting a Successful Virtual Job Fair
Hosting a virtual job fair can save you a lot of hassle associated with a traditional job fair. However, there’s still a lot of hard work to be done to ensure your event is a success. Here are a few tips for ensuring your event is successful and valuable to everyone involved.
1. Choose the Right Virtual Job Fair Platform
The platform you choose for your virtual job fair is essential. When you’ve got hundreds of people coming together online, you don’t want glitches, and the right software will ensure this.
When choosing your platform, one of the most important things to consider is features.
Think about the type of virtual job fair you want to run, and then decide on the features you need to make it successful.
There are some great options to choose from, and three of the most popular are Brazen, CareerEco, and Paradox.
Brazen
Brazen offers powerful virtual job fair software, tailored to businesses, colleges and universities, governments, and jobs boards.
With a range of features, Brazen is one of the most popular options for virtual job fairs. Popular features include:
- highly customizable, allowing your brand to take center stage
- live video broadcast booths will enable you to host webinars within your event
- engage attendees through text-based and video-based chat as needed
- everything you need in one place
To get a better idea of how you can use Brazen and the costs of this software, enquire about pricing online.
CareerEco
CareerEco sells itself as a partner in your virtual job fair. Not only does it provide you with the platform, but it also offers support every step of the way.
With over ten years of experience in virtual events, CareerEco is a trusted name in the industry. It is regularly used by Amazon, AmeriCorps, FEMA, Wells Fargo, Arizona State University, and many other large organizations.
Popular features include:
- flexible platform allows you to tailor your event to your needs
- affordable, straight-up pricing that enables you to keep your costs down
- advanced technology tool kit
- great customer support to help make sure your event is a success
As CareerEco says, virtual events are here to stay. If you’re planning a virtual job fair, it’s a great place to get a quote from.
Paradox
Paradox uses AI to make your virtual job fair easy to manage. With its virtual assistant, Olivia, looking after event registrations and communication, you can sit back and relax as your event comes together.
Top features include:
- streamlined process to help put your event together quickly
- no user limits mean you can put a strong team together to work on your event
- streamlined registration to maximize attendance
With Paradox, you get a mobile-first recruitment experience that uses AI to put the candidate first.
2. Outline Resources Needed
A virtual job fair needs more than just some fancy software to be a success. Candidates are there to get a deeper understanding of the businesses they’re interacting with, and this requires a personal touch.
Put a team together that shows off the best aspects of your business. This way, you can create engaging presentations and give people a complete picture of what it’s like to be a part of your organization.
Start by making sure you have the right technology (cameras, microphones, etc). Don’t underestimate this part. No matter how good your software is, a poor camera and microphone will make your fair look unprofessional.
Make sure everyone on your team is equipped with everything they need, and focus on coordination. Bringing together different team members virtually isn’t easy, and it takes good planning.
3. Develop a Marketing Plan
Every event needs attendees, and the only way to attract attendees is to market your event. It’s no use hiding a link on some corner of your website and hoping people sign up. You’ve got to be proactive and focus on your marketing plan.
Email Marketing
The key to marketing an event is engagement, and one of the best ways to do this is through email.
Even if someone has signed up for your event, make sure you continue to engage with them and build excitement. Particularly for something like a virtual job fair, where you’re generally not charging, it’s easy for people to sign up and forget to attend.
You want to maximize attendance, and one of the ways to do this is through an engaging email marketing campaign.
Social Media
Marketing is about reaching people where they’re hanging out, and for a huge number of us (almost 4.5 billion), that is on social media.
If you have a large following on social media, then you have a perfect platform to market your event. If not, then don’t worry; paid social media advertising is a great way to reach a larger target audience.
The key is to use careful targeting to avoid overspending on ads. Have a clear idea of what your target audience looks like, and use targeting features to make sure you’re maximizing your budget.
Follow my guides on how to advertise on LinkedIn, Facebook, and Instagram, and you will reach your audience. You can also reach out to my agency to do this for you.
Reach Out to Partners
Use your connections. If you’re running a big virtual job fair, then you may want to share the load with another company and run it together.
The more companies you get on board, the wider your reach will be.
Sometimes working together can be beneficial, and if it gets more talented people engaging with your business, then it’s a good idea. This is particularly helpful for local businesses, where you all stand to gain.
4. Set Up Virtual Booths
Virtual booths are the online equivalent of the booths you see at a traditional job fair. They allow attendees to speak to different companies, or different departments within the same company, and get to know them on a deeper level.
Virtual booths are a great way to guide candidates through the virtual job fair. It allows them to explore their interests and engage with different people within a business.
For example, if you’re doing a virtual job with a collection of other companies, then each company would have a booth. Companies might also split up departments and have one booth each for accounting, sales, and marketing.
Like a regular booth, you can design your virtual booth to reflect your branding and stand out from the crowd. Offering small incentives, like a software trial or an ebook, can encourage users to engage with booths.
5. Add Additional Events and Spaces
One of the nice things about a traditional job far is that you’ve got so much going on. In addition to booths, there may be guest speakers, workshops, and entertainment options.
Just because you’ve moved your job fair online doesn’t mean you can’t still offer these same features.
Create additional events and virtual breakout rooms to add different layers to your virtual job fair. Focus on maximizing the value you offer attendees. The more engagement you get, the better your recruitment efforts will go, so these additional events and spaces can be critical.
Additional spaces also offer an opportunity to get more personal. Rather than engaging everyone as a group, they allow you to run personal meetings with the most promising candidates.
6. Send Educational Info Before the Event
As I mentioned earlier, your marketing doesn’t stop when someone signs up for your virtual job fair. Continue to build excitement by offering value in the run-up to the event.
This is also an opportunity to make sure everything runs smoothly. The more prepared attendees are, the more comfortable they will be, and the more you’ll be able to see the qualities they could bring to your company.
Simple educational content like tips on updating resumes won’t just make your job easier as a recruiter. Still, it can also keep the conversation open and give people the confidence to attend.
Don’t forget to send automated reminders! People lead busy lives, and it’s easy to forget what they’ve signed up for.
7. Follow Up With Attendees
If your virtual job fair has gone well, then you should have made a strong connection with the attendees. It’s important to capitalize on this and keep building the relationship.
When you come across an ideal candidate, you’re naturally going to continue the conversation. However, even the people you don’t hire can offer helpful insights. Consider making a survey to find out what attendees thought of your virtual job fair. This information will help you perfect your next event.
Virtual Job Fair Frequently Asked Questions
What are the benefits of a virtual career fair?
A virtual job fair allows you to pull in talent from around the world, avoid paying for expensive event space, and invite a larger number of attendees.
What do you do at a virtual job fair?
A virtual job fair is similar to a traditional one. You meet potential employers, learn about their businesses, listen to guest speakers, attend workshops, and network with other job seekers.
What platforms can I use for a virtual job fair?
Three of the most popular virtual job fair platforms are Brazen, CareerEco, and Paradox.
Are virtual career fairs worth it?
Employers put a lot of resources into organizing virtual job fairs, so it’s clear they take them seriously. For job seekers, this means virtual job fairs can lead to important connections that can often result in a job offer.
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Virtual Job Fair Conclusion
So much of our lives happen online, so it’s no surprise that virtual job fairs are growing in popularity. With the right software, hosts can offer many of the same benefits of a traditional job fair, but with the added flexibility and convenience of the online world.
Don’t think setting up a virtual job fair will be a walk in the park, though. To be successful, organizations spend time planning and find ways to offer value to attendees.
Don’t forget to build a strong event promotional strategy. You might offer amazing content and endless opportunities for job seekers, but all that work will be wasted if no one attends.
Find the right platform, figure out what resources you need, and make sure to learn from your mistakes by getting feedback from your attendees.
Has your organization hosted a virtual job fair? What challenges did you face?
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We’re building a data analytics platform for the power industry. We’ve got a custom high performance time series database in a Kubernetes environment, and we’re looking for engineers. We’re hiring for multiple positions, but our top priority right is devops. We’re looking for Linux system administration and Kubernetes experience to help us build and scale our deployments.
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How to Create Your 5 Year Business Credit and Funding Blueprint
What’s YOUR Business Credit and Funding Blueprint? So it should be obvious – when considering business credit and funding, you need a blueprint. Because traveling without a map won’t get you anywhere. So, where do you see your business in five years or more? Do you double your revenue? Open a new office? Replace your … Continue reading How to Create Your 5 Year Business Credit and Funding Blueprint