Business Strategy
The emergence of the servant leader in times of crisis
Authenticity is a buzzword that’s been so overused in marketing that it has nearly lost all meaning. But right now amid the global pandemic that is COVID-19, authenticity should be the cornerstone of any brand communications your business undertakes right now. I’m going to voice a controversial opinion here. It’s one that I’ve already been…
Read MoreWork From Home…Like a Boss
NOTE: This article is one in a series of excerpts from the forthcoming book, Work From Home (Like a Boss), by Üma Kleppinger. Thousands of small and medium businesses are suddenly facing the growing reality that their workers are likely to have to work from home in the foreseeable future. The global pandemic known as…
Read MoreRecession-Proof Your Business With Content Marketing
I’ve been putting off writing about making your business recession-proof because frankly, the economy is doing okay, despite the trade wars, tarriffs, and market indicators. But in the last month, what had been tentative whispers about a coming recession have become more like a rhaspier, louder smokers cough, barking out caution. From Fortune to Forbes,…
Read MoreDo you need to hire an expert, a generalist, or both to make marketing magic happen?
Which is better: specialization or generalization when you’re ready to make marketing magic? Depending on who you read, watch, listen, or talk to, you’ll get a different answer. When it comes to marketing staff, some hiring managers swear by specialization, others prefer a generalist. But what if the correct answer is both when it comes…
Read MoreDIY: Content Strategy Tips
Content marketing involves a lot of moving pieces, each as relevant and critical as the next. You need SEO value, good images (with ALT tags), and solid writing at a minimum. But more important than all the above, you need a plan. This means you need a content strategy. Many small business owners taking the…
Read MoreMeet Your Customers Where They Are
Recently I had a conversation with a local small business owner who suggested social media marketing was on the decline. “People are burned out and tired of it,” he said. “I’m not sure it’s worth the effort.” This is not an unfamiliar refrain; I‘ve heard it many times, usually from a solopreneurs or start-ups and…
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