For this reason, some companies even choose to keep their vision statements private. And while both mission and vision are critical to any successful business plan, a vision statement can sometimes get swept under the rug. A vision statement is a vital part of any successful small business, so today we explore how to craft an effective vision statement to move your business forward. 

1. Consider your core values.

First and foremost, consider your core values as a company before moving ahead with the vision statement. Your core values outline where the company wants to go in the future. By identifying the company’s culture, purpose and values, you can be sure to align the vision and mission statements as you move forward.

2. Find a need to fill.

Next: identify a need the company fills for customers. How do you help others solve their everyday problems? This should be a core component of the vision statement. After all, you can’t have a vision for the future if you don’t first know what you will be doing. Determine which problems the company addresses and consider how to include those in the vision statement.

3. Visualize the future.

Once you have identified the need, visualize the future for the company. Ideally, vision statements should reflect what the company will look like in five to ten years, though the length of time can vary depending on the business type. Identify where the business is at currently, and visualize where you would like it to go in the future.

4. Dream big… realistically.

While visualizing, don’t be afraid to dream big for the business… within reason, of course. Balance ambition with realism. Your vision statement should be big enough to excite people, but also realistic enough that it could actually be accomplished. If your vision statement doesn’t seem achievable, you might have a tough time getting fellow team members on board. 

5. Use simple, short language.

As you begin drafting the vision statement, it’s important to use simple, clear and concise language. No need to get too wordy here. Focus on limiting the statement to one sentence of about 10 to 15 words. By avoiding lengthy or complicated wording, you ensure the vision statement is as clear as possible, and easier to understand by everyone who reads it.

6. Share the vision statement.

Speaking of reading, once the vision statement is drafted, it’s time to finalize and share it with others. Depending on your choice for the business, you could communicate the vision statement with other team members and investors, along with current and potential customers. By communicating the vision statement with others, you also hold the company accountable, as you move forward into the future and strive to accomplish your goals.

Of course, as the business grows, so does the vision statement. A vision statement should adapt and update as the company does, constantly reflecting the goals you want to achieve. An effective vision statement is a vital component of any successful business plan. As you move forward, be sure your vision statement is drafted appropriately and ready to lead your business into a successful future.

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The sun peeps out from just behind the clouds, while the last few layers of snow slowly begin to melt away. Springtime is just around the corner, soon to be followed by the warm embrace of summer at its heels. For business owners and professionals, this means it’s out with the old season of marketing and in with the new. 

The seasonal shift brings with it a shift in marketing. Consumers feel restless as they shake off the cold of winter and embrace the upcoming sunshine of spring. How can businesses and individuals best reach out to consumers during the new spring season? Luckily, we have five super springtime marketing ideas to get you started.

1. Practice spring cleaning.

When it comes to springtime, a business is like any other household—out with the old and in with the new through some good ol’ fashioned spring cleaning. For professionals, spring is the perfect time to evaluate current products, services and marketing campaigns and see how they have fared over the cold winter season. This includes items such as your website, programs and even holiday sales. For those which might not have received the greatest return on investment, consider tossing them out and drumming up some new ideas for the spring and soon-to-be summer seasons. 

2. Bring people together.

With the sun out and the weather quickly warming up, consumers are just itching to throw off their winter sweaters and get outside to bask in the springtime sunshine. The best businesses and marketers know how to capitalize on this. Bring people in the community together and get them involved with your business by hosting local events, sales and promotions. If the seasonal weather permits, do what you can outdoors to bring people together and enjoy the day’s rays.

3. Work in tax season.

As you might already know, springtime means tax time. Marketing expert Sujan Patel says, “My top tip is to incorporate tax themes into your marketing strategy for the spring. That could be as simple as reference that it’s tax season or as complex as having specific deals or offers.” Work tax season into your marketing efforts over these next few weeks to draw consumers in and encourage them to utilize that ever-coveted tax refund.

4. Run a new social media campaign.

The new spring season is also the perfect opportunity to run a social media marketing campaign. Whether it’s through Facebook, Instagram, LinkedIn or Twitter, utilize social media to share more about the business’s spring sales, interesting spring graphics or upcoming spring events. Like practicing spring cleaning, use this time to oust the old social media efforts and integrate a new, more effective campaign for the season.

5. Embrace the holidays.

Finally, spring has plenty of holidays and big events to use in your marketing efforts for the next few months. This includes St. Patrick’s Day, the first day of spring, Passover, Easter, Earth Day, Cinco de Mayo, Mother’s Day and Memorial Day, just to name a few. And let’s not forget the famous March Madness. Embrace these holidays in your marketing efforts. For example, run a social media contest surrounding a holiday, share a holiday sale or run a holiday email campaign. Whatever you decide to do, mix up your marketing efforts by embracing a holiday and using it to promote the business full-force.

Springtime is quickly coming upon us, which means it’s time to integrate those beautiful rays of sunshine with your marketing efforts. Try out these five super springtime marketing ideas next time you want to run a campaign and see how your business blossoms this spring.

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According to statistics, the average employee receives approximately 121 emails per day. Broken down over an eight-hour work day, that’s an email almost every four minutes. For companies, small businesses and individuals utilizing email marketing, these kinds of statistics can be daunting. 

With consumers being bombarded by so many emails, how can your email marketing efforts stand out from the crowd? One way is through an engaging email subject line. According to HubSpot, 47% of email recipients decide whether or not to open an email based solely on the subject line. An email subject line can ensure viewers actually open the email, read it and act upon it. So, how do you create a compelling email subject line? Here’s how. 

1. Know your audience.

First and foremost, the best email marketers know their target audience inside and out. While some messages might go out to your entire email list, be sure to also segment your lists into different categories, so you can send more applicable emails to specific audience members. Utilize forms, personal preferences and information you already have about your current customers to really get to know your audience and send personalized messages with subject lines that apply specifically to them.

2.  Personalize the message.

Speaking of personalization, once you have various lists compiled based on different categories, take your email personalization a step further. Items such as the receiver’s name, location and even preferences are called personalization tokens, and can help make a huge difference in the overall effectiveness of your email. In fact, emails including the first name of the recipient in their subject line have demonstrated an overall higher click-through rate than those that did not. Include personalized touches in your subject line for a more compelling email.

3. Keep it short and sweet.

When it comes to drafting the subject line for your email, be sure to keep it short and sweet, with an emphasis on action-oriented language. Keep in mind that people tend to scan their inboxes very quickly, so use concise language that draws a fast reaction. Email subject lines will be cut off if they’re too long, particularly on mobile devices. And since 67% of email opens now take place on mobile (Movable Ink), it’s best to keep your subject lines at 50 characters or less. Remove excess words and use short, compelling words to drive your point home efficiently.

4. Choose a familiar address.

On the other hand, it really doesn’t matter how compelling your subject line is, if the “from” address people see is someone they don’t want to hear from. Name recognition matters, not just in personalization for the consumer, but for the marketer, as well. No one likes talking to a robot. Instead, avoid using a generic email address to send from and opt for a real person. For example, “John Smith, Business” is going to get a much higher engagement rate than simply sending an email from “Business,” or “noreply@business.com.”  

5. Make people feel important.

Finally, treat your email list as a sort of “private party” by making current subscribers feel important. After all, they are a valuable component of the business. When people feel like they’re on the inside of something, it builds a sense of trust and loyalty, which will help grow your consumer base and better convert your emails. For example, use language such as, “See this exclusive offer for you,” or “You’re privately invited to our event.” This type of language in the subject line can draw in click-throughs and improve your overall engagement on email.

An email subject line can have a powerful impact on a business. It can reconnect old customers, bring in new customers and even drive sales. Try out some of these tips next time you want to send out your marketing messages, to draft the most compelling email subject line possible.

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Imagine a job where you are constantly overworked, berated and never appreciated. Doesn’t sound very appealing, does it? Unfortunately, this is the reality far too many workers live in. What many leaders fail to realize is the value in their employees. No matter how big or small a business is, workers are the lifeblood that keeps it going. 

In fact, retaining an employee is a far cheaper alternative than hiring a new one. One CAP study found the average costs for hiring a new employee range from 16-20% of the position’s annual salary. For instance, to replace a $40,000/year manager, it would cost a company $8,000 more than simply keeping the original employee. 

So, how can you combat employee turnover? By making sure workers feel valued from the beginning. Whether you’re a CEO, manager or low-level business professional, employee retention matters. Here are five ways you can appreciate employees better.

1. Check in with them.

One of the best ways to show employees you care is simply by checking in with them. Employees are more likely to feel valued when you recognize they bring something unique to the table, rather than the old homage “everyone is replaceable.” Practice having intentional conversations with employees through regular check-in opportunities. For instance, set up a monthly meeting with a team member to ask how things are going. When employees believe you genuinely see their efforts, they will feel truly appreciated.

2. Give company recognition.

Everyone loves being recognized after a hard day of work. While an “Employee of the Month” might seem old-fashioned, the practice can hold a lot of weight in making employees feel valued. Add your own spin onto an employee of the month for a more creative, company-culture recognition system. Give out a prize for the recognized employee, share a personalized note or let the employees choose the winner themselves. When it comes down to it, a little recognition goes a long way toward making employees feel valued.

3. Share public appreciation.

Similar to company recognition—but with its own unique spin— is public appreciation. This is a great opportunity not only to make employees feel valued, but also connect with customers and show the “inside” of the company. Share a public post on social media, via email or direct mail highlighting a worker’s accomplishments and thanking them for their efforts. For example, do a video series with a few different employees through Facebook Live, sharing about the work they do, asking them why they love their job and thanking them.

4. Challenge their growth.

Every job can get a little boring at times. In those moments, employees can feel overqualified and underutilized. Show employees you see potential in them by giving them challenging projects and opportunities which will help them grow their skill sets. Be aware of your employees’ unique skills and consider which projects you can assign that will help develop these talents. By giving an employee a challenging task, you tell them, “I value your work, and I trust you to do a good job with this project.”

5. Ask for feedback.

Finally, the best way to make your employees feel appreciated is by truly respecting their feedback in the company. Workers have a unique perspective in a business—a genuine insider’s look at what works well, what could be improved and what should be forgotten altogether. When meeting with employees, ask for their honest feedback on various initiatives within the company, and listen to what they have to say. If possible, implement their ideas. Then, employees will truly feel connected to the company.

When employees aren’t valued, companies can face a high turnover rate, which costs money and can leave the organization struggling. Instead, keep these tips in mind to better appreciate the employees around you, so you can establish a strong team and a growing business.

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For small businesses, large companies and professional individuals, staying ahead on marketing tactics is an important component in growing an organization. One such marketing tactic is the popular use of landing pages. When visitors go to a website, they can oftentimes feel overwhelmed and lost with all of the different options; however, with the use of a landing page, website visitors come through a variety of different sources for one specific reason. 

Unlike a typical homepage, landing pages are a separate component of a website, and prompt visitors to take a specific action, such as trying out a new service or signing up for an email list. Therefore, landing pages are a critical part of a marketing strategy because of their targeting and lead generation capabilities. When it comes to building strong landing pages, there are vital components. In today’s lesson of Marketing 101, learn how you can create effective landing pages.

Clean Design

With web content in general, a clean design tends to be the best design. However, with landing pages in particular, a clean design is most often preferred. When visitors come to landing pages, they expect to be guided from Point A to Point B quickly and efficiently, without feeling overwhelmed by too many colors or information. Your goal with a landing page is to create the easiest experience possible for your visitor. Making sure to keep the design crisp and neat will help drive visitors through the landing page and help improve lead conversion rates.

Consistent Messaging

Messaging is a vital part of your landing page; after all, your goal is to get visitors to act, right? Therefore, consistent messaging matters. From the advertisement, to the headline, all the way through the copywriting, consistent messaging is vital. For example, if your advertisement says, “Stay up to date with our latest news!”, that same information should be included in the headline of the landing page, then throughout. Using the same language throughout a landing page creates a predictable and relevant user-experience, helping visitors stay on track easily.

Emotional Content

As most marketers could probably tell you, human beings tend to be driven more by emotion than logic. We tend to do what feels like the right decision, not necessarily what is the right decision. Keep this in mind when drafting up the content for your landing page. Spewing facts and information can definitely be helpful for visitors, but oftentimes it won’t compel them into taking that final leap of faith. Speak directly to clients’ emotions through engaging vocabulary.

Visual Appeal

A landing page full of single-space, black and white font definitely doesn’t seem like something interesting to read. Instead, be aware of the content you utilize in your landing page, and how visually appealing it is to visitors. Eye-catching images and impactful videos can say a lot more than full paragraphs worth of text. Pair these with some colors that pop or interesting fonts, and you can take your landing page to the next level—while still maintaining a clean design.

Call to Action

Finally and most importantly, you want landing pages visitors to do something when they visit. This is where the call to action comes in. Your call to action should be big, bold and clear. Create a prominent button that users can easily see and click, with messaging that feels inviting. Think of your CTA button as an “I want to…” button. For example, no one wants to “Submit.” But, people might want to “Join our team!” Strong, clear and fun CTAs can be the ultimate difference between a bounce and a lead-conversion for your landing page.

Marketing strategies matter for businesses, and landing pages are no exception. With their targeted approach and calls to action, landing pages help drive greater lead conversions for new and prospective clients. Next time you draft up a landing page, use some of these tips to help get the best results and grow your business. 

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Ask any small business owner, and they will tell you: it’s much more costly to acquire a new customer than to retain and grow a current customer. However, many companies still place a huge emphasis on obtaining new customers through sales, marketing and advertising, yet pay little attention to their actual customer retention strategies. Businesses promote the sale, make the sale and then leave their customer behind, blowing in the wind. 

Customer retention should not only be high on your list of priorities, but it should require actual strategies. Fortunately, there are ways to keep your current clients happy, satisfied and coming back for more. Here are six tips for better customer retention.

1. Follow through on your sales pitch.

The quickest way to lose a customer is to make a promise in a sale, then not follow through once the client has signed on. While it might seem simple, many businesses often fall short on following through with their initial sales pitch. Instead, carefully track and record what sales persons include in their conversation, so clients never feel deceived. 

2. Set realistic expectations.

As you walk potential clients through your products or services, set realistic expectations for both yourself and the business. For instance, customers might become upset because they believe the business can deliver on X results immediately, when in reality those results could take months. By clearly setting expectations, clients understand exactly what they sign up for.

3. Create perks in the customer experience.

Customers love feeling appreciated, so be intentional about creating perks throughout the customer experience. For instance, if a customer buys a set of business cards from a company, the organization could throw in a perk for the customer with a free card holder. Small gestures like this create a positive customer experience. 

4. Establish a loyalty program.

When in doubt, a customer loyalty program is always a great way to increase retention rates. These programs reward your loyal customers for shopping with you by giving them incentives to keep coming back. Once clients opt-in to the loyalty program, be sure to give them the royal treatment with special deals, discounts and free prizes.

5. Experiment with email strategies.

Email marketing plays a huge role in customer retention, which is why it’s important to consistently experiment with your email strategies and see which ones clients respond to best. Discover which email strategy increases customer engagement so you can better tailor the content and product recommendations to keep customers coming back. 

6. Communicate regularly.

Finally, be sure to communicate regularly with current clients. Check in to see how they enjoyed the product or service they purchased, and share with them any upcoming deals or opportunities to try new items. Utilize an effective system for tracking and reporting customer metrics, so you can be in consistent communication whenever customers need it.

Businesses know it’s much more cost-effective to keep a current customer happy than to acquire a new customer. This is where customer retention strategies come in. Keep these tips in mind for retaining your top customers and see how your business grows because of it.

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