Canadian Small Business Women

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Essential Legal Tips for Small Business Owners: Navigating Contracts with Confidence

Contracts are one of the foundations of business operations. Whether it is a verbal arrangement or a complex operation, contracts are essential to defend the parties’ interests and rights and to ensure the proper functioning of businesses. However, the intricacies of legal language and the complexities of legal procedures can often leave entrepreneurs, such as small businesswomen owners, feeling overwhelmed. This article explores the realities related to contracts. We will provide a panoramic view of contracts, analyze their role in small businesses, and offer guidance to Canadian small businesswomen who want to make informed decisions confidently when they negotiate and sign contracts.

Why Contracts Are Indispensable for Small Businesses?

Contracts are legal documents used to establish and formalize an agreement between two or more parties and outline the responsibilities and obligations of each party to the agreement. They provide a structured, legally binding framework that outlines the terms, rules, expectations, and obligations under which all parties involved can build business relationships.

Types of Contracts 

Some common contracts used in small businesses include the following:

Shareholders’ agreements: In these contracts, the shareholders of a company define their rights, responsibilities and obligations with respect to the management, ownership and decision-making of the company. They generally cover share transfers, dispute resolution mechanisms, voting rights, management functions and purchase agreements, among other issues.

Lease agreements: These agreements are legally binding contracts that describe the terms and conditions under which a landlord agrees to lease the property to a tenant. They set out the amount of the rent, the term of the lease, the responsibilities of both parties (e. g. maintenance, repair, delivery) and other related conditions.

Commercial contracts: Commercial agreements include many types of contracts and agreements made by companies for purposes such as partnerships, joint ventures, distribution agreements and sales agreements.

Supplier Agreements: These are contracts between a company and its suppliers, which describe the conditions under which the supplier will supply goods or services to the enterprise.

Navigating the Complexities of Contracts 

The language, legal nuances, and procedures related to contracts can easily intimidate people, for instance, many women entrepreneurs perform greatly in their businesses but know little about laws. If small businesswomen want to navigate the mentioned complexities of contracts, they must become knowledgeable in the strategies that can level the playing field. Let´s expose some tips that will help Canadian small businesswomen to confidently navigate contracts:

1.      Read and Ensure You Understand the Key Contract Terms

A good starting point to understanding a particular contract is to read the key terms and understand your rights and obligations. The key terms can vary depending on the type of agreement, but typically include:

  • Parties – the parties entering into the contract.
  • Offer and Acceptance – contracts are seen as a promise, and the existence of a bargain is one of the main criteria for the enforceability of a promise; that is, the mutual understanding of the parties to the contract to sufficiently certain terms (sometimes called an offer and acceptance).
  • Consideration – represents an exchange of value between the parties, often in the form of money, goods or services.
  • Terms and Conditions – the specific rights, responsibilities, and obligations of each party. This may cover areas such as payment terms, delivery dates, scope of work, or performance expectations.
  • Term and Termination – the contract’s start and end dates.
  • Dispute Resolution – the process for resolving disputes, which may include arbitration, litigation, or mediation.

If you are having trouble understanding the legal jargon, there are online resources provided by the Canadian Bar Association, which include plain-language explanations of common legal terms intended to enable people such as businesswomen to grasp the essence of a contract’s content.

2. Implied vs. Express Terms     

In legal cases, courts have the authority to use the actions of individuals involved to decipher their true intentions within a contract. Occasionally, if it’s necessary to ensure the contract functions effectively or aligns with the parties’ intentions, the court may introduce a term to the contract. This typically occurs in situations where there is ambiguity or a vital aspect missing from the contract. While the court primarily examines the language employed by the parties, it also takes the context into account to ascertain their true intent. In business transactions, courts may introduce terms to enhance the contract’s functionality if it’s evident that both parties would have reasonably included such a term, or if it’s essential to render the contract coherent. However, more commonly, courts will interpret the contract’s terms precisely as they are written.

3.      Learn How to Use Your Negotiating Powers

When faced with a contract, it’s crucial not to rush into signing it without negotiation. Many women, especially those new to such dealings, mistakenly think they lack the skills needed for negotiation. However, even if you have legal counsel to guide you through the negotiation process, it’s essential for Canadian small businesswomen to develop their negotiation abilities. This empowers them to shape contract terms that align with their business goals and safeguard their interests. Thankfully, various customized for women entrepreneurs, such as the University of Toronto’s Initiative for Women in Business and Young Women in Business, offer negotiation courses and programs to help you master the art of effective negotiation.

4.      Avoid Contractual Pitfalls

Poorly written contracts can pose significant challenges, including unclear language, terms that can’t be enforced, or insufficient methods for resolving disputes. Canadian small businesswomen should prioritize developing their skills in assessing and managing contracts while also familiarizing themselves with common contract-related issues. Fortunately, programs like the Business Center for Women in British Columbia offer valuable resources and training to help navigate these complexities. And if still in doubt, seek legal advice.

5. Welcome Technology in Your Day-to-Day Contract Management

Advancements in technology have significantly improved contract management ease and accessibility. There are now various software tools available that streamline different aspects of the contract process, making it easier to draft, sign, and manage contracts. Well-known options like Law Depot and Legal Templates.net offer customizable templates tailored to specific tasks and current user needs.

6. Seek Legal Advice

Seeking legal advice is just as crucial as comprehending contracts. A skilled business lawyer can offer valuable insights into the legal consequences of various contract clauses. They can provide you with knowledge that might take you significantly longer to acquire independently. Additionally, they have the expertise to readily spot potential pitfalls and enhance contracts to protect the business owner’s interests effectively. Their insights are drawn from practical experience, which can’t be substituted by consulting educational resources. Programs like the Investment Readiness Program (IRP) offered by the Women’s Enterprise Organizations of Canada provide financial support to women entrepreneurs in need of legal counsel.

Conclusion

Contracts are essentially tools that establish the fundamental terms for the relationships crucial to the functioning of small businesses. For Canadian small businesswomen, mastering the skills needed to effectively handle contracts can be pivotal for business growth and success. In this regard, there are several valuable tips to consider, including understanding key terms, seeking legal guidance, honing negotiation skills, gaining insight into common pitfalls, and utilizing technology. Regrettably, gender disparities persist in Canada, making strategic knowledge particularly beneficial for women entrepreneurs navigating these challenges daily.

About the author:

Roberts & Obradovic Law Firm is a women-owned law firm dedicated to delivering swift, expert legal counsel and representation across a diverse spectrum of corporate, privacy, employment, and litigation issues. Their team of small business lawyers is committed to assisting both businesses and individuals in navigating the complexities of the legal landscape with precision and excellence.

https://robertsobradovic.com/

8 Ways to Spice Up Your Social Media Content

Sometimes status quo works, but if you’ve already stepped onto the social media roller coaster you’ll know that the platforms are constantly changing and the way users consume content is also constantly changing. So how do you keep up? How do you make sure that your content stays “spicy” enough that it can continue to engage your audience in different ways?

Here are 8 things you can try today to help spice up your social media content.

Don’t rely on AI to write content word for word

It’s there. It’s a great tool. But if you’re relying on AI to write your content and then you’re just copying and pasting into the caption, you should rethink your approach. AI-generated content was pieced together from existing content. It doesn’t belong to you, and it’s certainly not written in your brand voice.

I have had so many discussions with clients and business owners about AI for content generation. Some are pro AI and some aren’t. Generally, if you’re relying on this type of tool, it’s because you’re struggling with what to post. Instead of copy and paste, use it for inspiration. Using it as a replacement for writing your own content is a dangerous slippery slope to looking like everyone else.

Change up your visuals

Managing socials for clients, we’re constantly thinking of ways to change things up. Sometimes It’s good to tweak your existing templates, play around with NO templates for video, etc.

Take your own photos

Stock photos are great. Like AI, they can be a fantastic resource for content. However, any time you can inject your own personality into your visual content is a great thing. If you have a product-based business, taking your own photos is really only limited by your creativity. You’d be surprised at what you can do with a smartphone and some cheap lighting! If you have a service-based business, you need to be more strategic. Setting up a few photo shoots throughout the year with a trusted photographer will give you different options to use. And if that’s just not in the budget, get yourself a tripod for your phone and a camera remote so you can take your own photos!

Get inspired by what’s trending

There is nothing wrong with adding your voice to a conversation that is already happening! If a conversation or type of content is trending, jump on in – but make sure that it makes sense for your brand. One of the biggest things is that – regardless of what your strategy looks like – you want to show up consistently for your brand.

So, check out the for you pages, the trending reels, the posts that are getting tons of engagement… all of it. Get inspired.

Tag relevant accounts

Give credit where credit is due. Whether your post is inspired by another account, you’ve quoted someone, or you’re re-sharing content (with caution), tag them! Give them credit. Social media is all about everyone coming together as a community. Relevant tagging can also increase your content visibility with an audience that may not have seen your content before.

Try something different

There are SO many different content formats to use on various social media platforms. Have you tried them all?? I mean, really tried. Doing one video and then not following up because you didn’t like it doesn’t count. Whatever you choose to try, whether it’s Instagram Reels, Instagram Stories, going live, images on TikTok, etc., give it a strategy and a chance.

Revisit your audience

It’s common for businesses to grow and change. Make sure you’re still targeting the right audience! A lot of businesses shifted significantly during the pandemic – have you looked at who your current customers are? Outside of the pandemic, businesses change, so it’s always a good idea to do an audit of these things at least annually.

Repurpose content that performed well

If it ain’t broke, don’t fix it. Sometimes looking to the past will help you spice things up in the future! The great thing about repurposing content is that you already know it was well-received. Plus, given the way the algorithms work, there is a good chance that many in your follower community didn’t see when you originally posted.

What are you going to try to spice up your content?

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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Are you asking the right questions about your social media strategy

We only know what we know. And there is SO MUCH information out there that it would be virtually impossible for one person to know EVERYTHING (despite what some people may tell you). So we ask questions to fill the knowledge gaps. But what if you’re asking the wrong questions?

We have spoken with and worked with so many business owners, department directors, and aspiring business owners over the years and one thing is pretty clear: If you’re asking the wrong questions, you likely won’t have a successful marketing strategy. Also, if you don’t know what questions to ask you either need to find an expert who isn’t just going to take your money and run, or you need to do extra research on your own to fill in the knowledge gaps.

Here are a few questions we’ve gotten when people are looking for marketing help. While it’s good to ask questions, make sure you’re focused on the right things.

Can I get a huge following on social media if I’m not famous or good looking?

Yes, this was a question I encountered. The reality is… Social media is very saturated these days. Unless you’re jumping on a new platform and it doesn’t crash and burn within the first year or so it can be hard to just join social media and get a huge following. There are a few things you can do to grow quickly like purchasing followers and using engagement pods – BUT YOU SHOULD NOT DO THAT. It’s best to grow steady even if it feels slow. You can increase your following through paid ads as well, but you still need to really work at growing.

REALITY CHECK: asking about growing a huge following on social media means you’re looking at vanity metrics. Sure it may appear great if you have a lot of followers, but the real success comes from focusing on engagement with the followers you have and your conversion rate (how many become paying clients). You can have 1 million followers on social media, but if none of them are engaging with your content or buying into what you’re selling… what’s the point? Focus on posting consistently and creating opportunities for dialogue with your followers.

What’s the best social media platform?

No one likes the answer to this question, because it really depends.

REALITY CHECK: The question you should be asking is where does my audience hang out online? The best social media platform is the one where your audience is. For example, if you’re targeting an older crowd, TikTok is likely not for you. There is lots of data out there about what age groups are on each platform – and you can also get a good sense of things by having a peek at what your competitors are doing. Even better? If you have existing customers as them how they want you to communicate with them! You might be surprised. But that kind of feedback can help shape your entire marketing strategy.

Can you just run some ads on social media?

Let me start by saying that I completely believe in paid social media marketing. However, I don’t think that it should exist without an organic strategy. You could just run some ads… then what? What happens when people go to look at your profile and they see no content? Or worse, if they see content that was posted 6 months ago? For me, I question whether the business still actually exists when I see this.

REALITY CHECK: You need to establish yourself on a social platform and create opportunities for dialogue with your organic strategy before running ads (or do it at the same time as part of a bigger growth strategy). The ads are like the toppings to an incredible ice cream Sunday. Get that content strategy in place and regularly interact with other users on the platform. You’ll even find that your social media ads will likely be more successful in converting customers.

Can I have the same content across all platforms?

This is a tricky one because it also depends.

REALITY CHECK: It depends on what your overall goals are for each social media platform you’re on. If you just want to maintain a digital footprint but it’s not a focus, then yes, having the same content is fine. However, if you’re looking to create a meaningful strategy for each platform, you need to build and nurture your audience on each platform. That means creating content specifically for each platform. For example, on Instagram its common to see up to 30 hashtags per post. It looks funny if you see that on Facebook. Also certain platforms like Instagram you can’t share links directly in the post itself, but you can on others. Lastly, if you want to work to grow your audience and engage on each platform, you need to give them a reason to follow you on multiple platforms. If you’re sharing the same content everywhere, they only need to follow you on one platform.

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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3 Ways to make your marketing more effective

Let’s get down to the nitty gritty about how you can make your marketing more effective. At the beginning of the year I shared a few ways you can make better marketing choices this year on my blog over at SongBird Marketing Communications, but I always seem to find that there are certain things that resonate with entrepreneurs and marketers every time it comes up.

So let’s look at some things you can do to make your marketing more effective – and feel less burnt out about the whole process.

Focus your efforts

Whether you’re getting started or re-evaluating your strategy, you don’t have to be everywhere all at once. One of the biggest challenges I see most marketing teams and entrepreneurs face is FOMO (do people still say FOMO???) – the fear of missing out. You can’t let that drive your overall marketing strategy as it’s a quick road to burn out. And if you’re already unsure about marketing in general, you’re really not going to enjoy yourself.

Set realistic expectations and goals for yourself that are based on your time and financial budget. Don’t have the money for it? Put it on hold or figure out a way to do it more grassroots. Don’t have a big enough team or the time to do it? See if you can scale it down or wait until you’re a bit bigger and can execute the way you want to.

Simplify

If it’s not serving you or your overall goals, then cut it out. Period.

That means taking your focus one step further and being honest about your current strategy. It’s always good to do a regular audit of your strategy to see what’s working and what isn’t working. I like to say create a list of your marketing tactics and then prioritize it. But base your priorities on how effective it is. Put the marketing tactics that are working at the top of your list and the ones that aren’t at the bottom. Then start cutting from the bottom up. Be ruthless. You can always come back to it later!

You might be surprised at what you find when you look at your strategy like this. Also, it can make room for new marketing opportunities you may not have thought of before.

Educate yourself

No, you don’t have to be the best – or even an expert – in marketing, but you should have a good sense of what’s happening. The worst thing you can do is to put it in someone else’s hands without understanding what they are doing. There are many quick webinars and blog posts (like this one!) that can give you the basics of what you need to know. And if you’re hiring an agency or freelancer to do the work for you, make sure they take the time to explain the strategy and how it will be executed. You will find that with a little knowledge your ability to discuss your strategy and see where you can add value will increase significantly.

If you plan on a more DIY approach, try to find someone to help you build your strategy and walk you through the essentials to get started. As I am sure you have heard before, you don’t know what you don’t know.

BONUS REMINDER:

I’ve said it before and I will keep saying it over and over again… Social media is meant to be SOCIAL. Engaging with your community of followers will make an incredible difference over time.

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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Why we need to start celebrating ourselves more this year

I have lost track of how many times I have spoken to business owners – especially women – who are uncomfortable with their own success. It’s hard to talk about yourself let alone how amazing you are.

Now that we’re settled into 2023, I wanted to remind everyone that it’s more important than ever to start celebrating yourself this year. And it’s not about ego. It’s about growth.

So here are 4 reasons to start celebrating yourself in 2023.

You’ll put more energy into things that make your business grow

In general, if something feels good, we tend to do more of it. It may take a bit of an adjustment, but invest the time and energy into celebrating the things that are going well and the things that you do well. This will lead to an attitude adjustment as well as a shift in your behaviour and habits.

The more you hype yourself up, the more you’ll believe it

Similarly, each time you celebrate yourself and your achievements it serves as a reminder of how amazing you really are. This can increase your confidence overall. It’s no secret that how we see ourselves is also reflected in how others see us. For example, if you walk into that business meeting with confidence, the rest of the room will sit up and take notice. If you show up for a media appearance or a speaking gig confidently, you become more trustworthy and credible.

If you don’t talk about it, who will?

When I was first starting out in marketing and PR over a decade ago I had a naïve confidence and I took risks, but I still didn’t like to talk about my wins and my career was often overshadowed by management who didn’t like to acknowledge those wins either. Over time, I started to lose that naïve confidence and it became even harder to share my wins. A few years ago I was writing my submission for the Canadian Small Business Women book “Voices of Strength” (yesss I am a published author!) and it dawned on me that I had to stop relying on everyone else to talk about my accomplishments. I mean, I knew it, but I really started digging in and putting things out there. It’s something I am still working on!

Celebrate loudly – and that doesn’t mean you have to brag.

You’ll enjoy the journey more

Life has its ups and downs. Running a business is like riding a roller coaster every single day. When you celebrate your wins – big or small – the low points won’t seem quite as bad. It’s just more fun.

 

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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3 surprising marketing tips for 2023

Business will get pretty boring and growth will be stagnant if you plan on doing things the same as everyone else. SongBird wasn’t launched in 2013 because we wanted to be the same as every other agency. We started because we wanted to work a bit differently. I am using the “royal we” because even thought I am not working alone now, when I started it was just me (… and my dog). 

The same can be said for your marketing. If everyone is doing it a certain way, it doesn’t mean it’s right for you. Here are 3 surprising marketing tips to help you stand out in 2023. 

Focus on people instead of algorithms 

Unless you work for the social media platform, chances are you likely won’t know the inner workings of each social media platform you’re on. Plus, you could spend hours on end stressing about whether your content is going to “beat” the algorithm, but then you’re likely forgetting the most important part – how do your customers feel about it? 

“But I want this to go viral!” 

Well, it could go viral and you may get a lot of sales, but it could also just go viral and you might just get a lot of views without sales. Which would you prefer? Views without sales means nothing if you run a business. Focus on creating engaging content for your audience and the rest will fall into place. Remember, it’s not about how many followers you have. It’s about how many followers are highly engaged. 

Content creator Sarah Nicole Landry (@thebirdspapaya) recently did a poll in her Instagram Stories about what kind of content people wanted to see from her. Despite Instagram’s algorithms pushing video, her followers mostly said they wanted images or a mix of images and videos. In fact, she said she found that images were actually performing better for her lately! 

Always listen to your audience. Also, KEEP SOCIAL MEDIA SOCIAL. 

Want to know more about creating content for algorithms and your audience? Check out this blog. 

Don’t sacrifice your brand values for a trend 

“We need to get on that. IT’S TRENDING RIGHT NOW.” 

  1. But does it fit within your brand strategy? Would it make sense for you to dance around the screen for a social media post? Does it make sense for you to add your voice to THIS conversation? If you answered no to either of those questions… just walk away. 

Trends will come and go, but your brand values and character is something you need to work on and build up over time. Each time you make a hasty decision to participate in a trend it affects your brand – either positively or negatively. This isn’t to say you CAN’T do trends in your marketing, but you just need to take a beat and think strategically about them. How will that content affect how your customers see you? Also, consider what happens AFTER you post that trending post. Are you going to start doing more TikTok dances? Will you add humour into your content regularly? Will you continue to do social media challenges?  

Part of building a great marketing strategy is being consistent with how you present your brand to your target audience. 

Just like you should buy clothes to fit your body not change your body for the clothes, you shouldn’t alter your brand and content strategies just to fit into a certain trend. 

You don’t need to do it all 

  1. This one isn’t new advice. I say it a lot. However, every time I say it I feel like I hear at least one business owner sigh a huge sigh of relief. We are so conditioned to subscribe to this hustle culture where we push ourselves to the brink of burnout (or hit rock bottom) and it’s not healthy for anyone. Marketing can be extremely overwhelming when you don’t break it down into a strategy. Make your list. Prioritize your tactics. Pick the high priority ones and get started with those. You can always add to your marketing later on! 

So here are a few quick reminders: 

  • You don’t have to be on every new social media platform to have a successful social media strategy. 
  • You don’t have to be on every social media platform. PERIOD. 
  • Consider time as part of your budget and allot a weekly time budget for marketing. Don’t do more than fills those hours. Key thing here is that it needs to be realistic based on your goals. 
  • You don’t ONLY need video content. 
  • It’s virtually impossible to be all things to all people. Pick your niche and make a deeper connection. 
  • It’s OK to ask for help. In fact, it might free up more of your time budget so you can focus on using it to do other things to make more money. 
  • Scheduling platforms exist for a reason. Use them. Take the break. 

Want some more great reminders for if you’re feeling a bit overwhelmed? Check out this blog. 

The past few years have been a wild ride and I am sure 2023 is going to provide us with more spills and thrills. The key is taking it in stride so you can continue working towards your goals. 

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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5 ways to get your business ready for 2023

If you’re like me, you’ve already started projects for 2023 and any time you write a date for next year on anything it feels a little weird. It’s like we’re straddling timelines. Here’s the reality. If you’re not already thinking about 2023, you need to start. We’re past Halloween, into November, holiday cups are out at Starbucks (sans controversy this year so far…), it’s fully Mariah Carey Season, and many people are looking forward to those lost days between Christmas and New Year’s where you don’t fully know what day it is. You need to get it together so you can start January 2023 with a fresh perspective and a fresh start.

It’s not necessarily about setting resolutions you won’t keep. It’s about looking at how 2022 is going to impact your 2023 strategy.

Here are 5 things you can do to better prepare yourself for what’s coming for your marketing in 2023.

Figure out what’s working and what isn’t before moving forward

The successes (and failures) you had throughout the previous year can help to shape your marketing strategy moving forward. Write it down. Make a list of what worked and what didn’t and then don’t be afraid to cut out the stuff that didn’t work well. You can always revisit it, but you have to make smart choices where to invest your time and resources.

Set goals for the year

While some long-term goals may carry over into the new year, it’s important to give yourself a fresh start. If you didn’t reach your goals this year, don’t let that hang over your head. Figure out what went wrong and then set fresh goals for the new year with new timelines for yourself.

Don’t ignore change

Whether it’s your customers, your product offering, YOU… figure out what has changed in the past year. Customer behaviours change and the way you interact with them likely changed to adapt. Decide whether those changes added value to your business and whether they are sustainable in the long term. Then you can either build them into your strategy or consciously ensure you don’t do it again.

Identify efficiencies in your marketing strategy

It’s about working smarter not harder. Not only that, you want to make sure you present a consistent brand across all of your marketing channels. That way your target audience knows what to expect from you. Finding these efficiencies also means that you can have a greater impact without stretching your resources too thin.

Get ready to step out of your comfort zone

This is where the magic happens. Pushing yourself just beyond what you’re comfortable with will allow you to explore new opportunities to grow your business and even have more fun with your marketing.

For even more ways to get ready for next year, check out this blog from last year outlining 9 ways to get your business ready for next year!

​

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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9 reminders for when you feel like your business is falling behind

Everyone needs a little pep talk every-so-often – even the most confident people. As a business owner, especially in the beginning, you may find yourself needing them more frequently. Running a business RARELY goes exactly as planned, and sometimes you just need a little reminder.

So here are nine things I like to tell myself – and some of the business owners I coach and mentor – when things aren’t going to plan.

Don’t expect perfection. Work towards your goals.

Entrepreneurship hardly has a clear path. There will be setbacks and things will likely not go as you plan, but you have to keep moving forward. This is why it is so important to set your goals and then revisit them to make sure you are on track.

It’s OK to grow at your own pace.

Every business is different. Some will grow faster than others – and that’s OK! What’s important is that you have the proper foundations set up so you can grow at a pace you can handle.

You’re going to have different wins than your competitors.

While your competitors may offer similar products and services, the way they run their business is likely very different than the way you run yours. It can be easy to feel jealous, but that will only make you feel worse. The best way to approach it is to celebrate with them and then look towards your own successes.

One set back doesn’t mean your whole business will fail.

You’ve likely heard it before. Running a business can feel like a roller coaster. A setback doesn’t mean the whole thing breaks down. It just means that you can work towards the positives that are coming.

You don’t have to be on every social media platform.

There are only 24 hours in the day. And you have a business to run. You can’t fill the whole 24 hours with social media tasks. And you certainly shouldn’t be on social media if you’re not going to be there consistently. Pick one or two platforms and do them well.

You don’t have to go viral on social media.

Oh, the pressure! “Going viral” may be nice, but what you SHOULD be thinking about is what happens leading up to and after that. Most people don’t go viral overnight. It takes time and a whole lot of getting to know your audience and what they like and don’t like. It’s a marathon, not a sprint. Work on connecting with your community and that is a huge win in itself.

It’s OK if a potential customer chooses your competitor over you.

You can go crazy trying to figure out why a customer chooses a competitor over you – especially if you’re in a business where each lead takes time to build and nurture. However, in the end it has to be about fit. If a customer chooses someone else it just means they weren’t a good fit for your business. You have to believe that and move on to the next. And trust me. There will be a next.

You don’t have to be liked by everyone.

Even further than someone choosing a competitor over you, you’re not going to be liked by everyone. Someone may not like your marketing content or how you present yourself as a business owner. And that’s OK, because there are others who do. Focus on those people.

It’s OK to take a break.

Owning a business is hard – even if you love it. If you commit yourself to the “daily grind” and you don’t give yourself permission to rest, recharge, and be a little imperfect, then you’re going to make it harder. Whether it’s some time every day or a longer vacation, take the break. Make the time to focus on your mental and physical health.

Sometimes a self pep talk can be easier said than done, but maybe keep this somewhere close as a reminder when you need a quick pick me up!

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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How to supercharge your small business

October is small business month, so let’s about how small business owners are superheroes. Small business owners often touch every single aspect of the day-to-day operations and it’s important to know the ins and outs of how the business runs so you can keep experiencing big wins.

Remember that not every small business owner WANTS to get bigger than they are, but that doesn’t mean you can’t keep reaching and growing your business in many other ways. Or maybe you DO want to grow your business. Regardless of where you’re at with your business goals, here are some ways you can supercharge your small business to help you reach your business goals.

Create a wish list

We are often so limited by budgets, time, and other resources that we close ourselves off to opportunities that may come up. It’s also easy to fall into the trap of thinking you can’t do anything other than what you’re currently doing. So you just keep going down the path you’re on even if it’s not really taking you anywhere close to your goals.

Sometimes you just need to say yes. I know this isn’t a carte blanche thing. If the budget isn’t there to do something, then you can’t do it, but have you thought about other potential options?

This is really a brainstorming exercise, but it will help you think beyond the status quo.

  1. Write out a list of any and all ideas you have ever wanted to try with your business. You’re only limited to your own imagination here, but a great example would be a list of marketing ideas. At this stage, NO IDEA IS A BAD IDEA.
  2. Create a set of criteria to evaluate and prioritize your ideas. If we’re sticking to the marketing list, your criteria could be budget needs (high, medium, low), timing (short term/long term), time commitment (high, low), etc.
  3. Prioritize your items on your list based on your criteria with things that are within reach at the top and those that aren’t at the bottom.
  4. From that prioritized list, start cutting from the bottom and pick the top one or two things to implement based on what will work for your business.

If you find that everything is out of reach because of budget, don’t include that as a criteria and then see if you can alter your top items to fit your budget! (A little secret? EVERYTHING can be scaled up or down based on budget.)

Bring in a fresh set of eyes

An honest perspective shift is sometimes all it takes to get it done. We get so caught up in the day-to-day it can be hard to identify when we need to make changes. And if it’s not in the budget, you don’t need to hire someone full time to get that shift in perspective. Here are a few ways you can recharge your outlook without hiring full time:

  • Join a startup or industry community. Having regular conversations with likeminded business owners can be just the thing you need to get those creative juices flowing!
  • Go through an accelerator program. A series of workshops and sessions with the same group of business owners not only allows you to expand your network, but you will gain valuable knowledge and insight into how to change things up. Canadian Small Business Women has a great accelerator program!
  • Hire a business coach. Hear me out. I am not talking about a life coach, but someone who will guide you in all aspects of what you do in your business and figure out where you can do better.
  • Hire a consultant. You don’t need to hire someone full time to have them be effective within your business! Sometimes you just need a nudge in areas that are not your strong point. It can also be helpful to offload certain tasks that are time consuming to someone else so you can focus your efforts elsewhere.

Learn something new every day

This can be tricky if you’re a busy entrepreneur. We don’t always have time to sign up for those webinars or even watch the replays later on (everyone needs a break, right!?!?!). Learning something new can be as simple as following your favourite expert on social media and checking out their post for the day (insert shameless plug to SongBird’s Instagram… 😊) You do what you have time for. If that means reading an article about some new technology being used in your industry, then do it. If you can squeeze in that amazing webinar, do it. You can even meet for coffee or lunch with an industry peer and learn something new from the conversation.

This mindset will help you feel like you’re keeping things fresh and it feels like you’re accomplishing something daily.

Take a break

No one can work 24/7. I should know. I have tried. And failed miserably. You need to give your brain and your body time to relax. Be kind to yourself because it’s hard to run a business if your tank is running on empty. Even superheroes need to take a break from saving the world every-so-often.

 This is your challenge to do something that takes you out of your comfort zone as a business owner so you can get one step closer to reaching your goals!

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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Creating content for social media algorithms – and your audience

Algorithm this. Algorithm that…

What the heck is a social media algorithm and why is everyone talking about it?

With all the changes taking place on your favourite platforms, there is a lot of discussion about how to create content effectively so your audience will actually see it. But a lot of people forget that when you create content, yes you are creating it for the platform, but first and foremost you’re creating it for your audience.

So what does this all mean? Let’s break it down.

What is a social media algorithm?

Social media algorithms kind of feel like a gatekeeper to your content… Or a troll under a bridge that refuses to let you cross. But when you think of it, there are so many users on each platform sharing SO MUCH content, social media platform developers figure it would be too overwhelming to leave it up to people to sift through. So, they created algorithms to help. (It’s either smart or one step closer to robot domination – I’ll let you choose. 😉) Regardless of how you feel about algorithms, they are here to stay, so you need to know how it all works.

A social media algorithm ranks social media posts based on set rules and data associated with the platform – things like overall engagement, content type, shares, and quality. They analyze user behaviour so they can present what they determine is relevant and high quality content every time a user signs in. Because we’re all unique, how social media algorithms read our behaviour is also unique, so our social feeds are all different – we’re like snowflakes!

How do social media algorithms work?

You know WHAT it is, but you also need to know how the algorithm works for each social platform you are on. And they like to keep things fresh, so things are constantly changing. But if you understand the basics, you can build your strategy around that. Let’s break down the basics of how four of the top algorithms work:

Facebook

Based on machine learning and data science, Facebook’s algorithm looks at:

  • Content source: From brands to friends, family, and everything in between, it’s all based on who users follow and engage with a source. The more they engage, the more content they will be shown from that source.
  • Content type: Again, based on what users like the most – but think video, pictures, and links.
  • Engagement: Any time a user interacts with your content (likes, comments, shares) it signals higher quality content.

Instagram

Instagram has been going through… a lot of changes these days. This can present as a huge challenge to marketers. The platform’s algorithm affects the order of posts in a user’s feed, featured content on the explore page, whether or not your Reels are featured, and the order of featured stories at the top of user feeds. Overall, you need to know about three things:

  • Engagement: The more users interact with your content the more your content will be shown to them.
  • Content Type: It’s no secret that Instagram is gravitating towards Reels (video) and they are prioritizing Reels content above all else at the moment.
  • Relevancy and Quality: Based on user preference, how likely are users to interact with and share your content.

Twitter

Twitter uses machine learning, but you should focus on these things:

  • Relevancy: This can be anything from topic, timing, and even location of a content source.
  • Engagement: The more someone engages with your content the more likely your content will be shown to users.
  • Content Type: Images, videos, GIFs, and polls do well on the platform rather than just text-based content.

TikTok

The “belle of the ball” these days… You need to focus on appearing on For You Pages. There are a few factors to consider:

  • Engagement: How users interact with yours and other content will fuel the platforms recommended content.
  • Content: Your captions, hashtags, sounds, and filters affect who your videos will be shown to. If someone interacts with a lot of similar content, then your content will be recommended.
  • Account: Location and language settings are used to suggest content and creators to users on the platform.

How do I create content when algorithms exist?

Well… you just… create it. Sigh… If only it were that simple, right!?

Here are a few key takeaways from the simplified breakdown of the algorithms:

  • Know your audience: It’s hard to be all things to all people and you need to get consistent engagement with people who are your customers and potential customers so your content is shown to them more. So pick a niche and create content for that niche.
  • Stay current, stay relevant: Check out what’s trending on your social platforms and create content based on that – but make it your own. This could be trending topics, trending content types, etc. We’ve created a handy guide to figure this out!
  • Use hashtags wisely: Don’t spam tag your content – on any platform. Choose your hashtags based on the content you have created and based on keywords that are relevant to your audience and business. And while you’re at it, make sure you’re using keywords in your captions as well – it’s not just about the hashtag.
  • Encourage engagement: What do you want your audience to do? Do you want them to comment? Share? Like? Why not ask? But remember it’s not just about asking for engagement; it’s about giving them a REASON to engage as well.
  • Stay consistent: Posting a flurry of posts when you get started and then disappearing for a month isn’t helpful. Neither is posting once per week. You need to post consistently on whatever platform you have chosen. It may take a little trial and error to see what the optimal posting frequency is, but the key is to remain consistent. And remember that consistency is also related to timing, so you need to figure out when your audience wants to hear from you.
  • Know what type of content performs best: If the platform you’re on wants video, you need to create more video (hello, Instagram!). It’s also important to remember that things like watermarks from other platforms may affect your quality score if you share with a watermark across all socials. For example, Instagram isn’t fond of TikTok watermarks on reels shared to the platform.
  • Get social: I’ve talked about this a lot, but social media has “social” in the title or a reason. Each platform likes it when you’re active. That means content sharing and engaging with other people on the platform.
  • Quality is Queen: Each algorithm is there to determine whether your content is high or low quality. Focus on creating high quality content rather than just churning out as much content as possible. Your followers and other social media users won’t interact with your content unless they find it interesting, so you need to start listening and figure out what is interesting to your audience – go beyond content. You need to surprise and delight with a little bit of entertainment.

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Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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5 common dealbreakers when running a business

There is a lot of chatter online about business dealbreakers when it comes to selling your business, but what about all the other times? What about all those times when you say yes, but you should really say no? As a business owner, these scenarios can put you in a difficult position. They can have a negative effect on your bottom line (your profitability), your mental health, your team’s mental health – put simply, it can put a strain on your entire business operations.

There is this certain pressure to always say yes in business (and in life too!). Do any of the below sound familiar?

  1. This customer has offered to pay you for services, but it’s not what you specialize in. You say yes because any paying customer is a good customer… right?
  2. One of your clients makes you incredibly uncomfortable with things they say and do, but they always pay you on time so you “suck it up” and continue to take the punishment.
  3. You have been in negotiations with a customer and they keep whittling down the price. You keep lowering it because you want to make the sale, but it is so low, you’re barely making any profit after you pay for expenses.
  4. You’ve got a full roster of clients (high class problem to have!) and someone new would like to hire you. You say yes even though you and your team don’t have the time to dedicate to their success.

In the end each of these scenarios ends in difficulties for both your customer and your business. #1 and #4 can tarnish your reputation because you didn’t deliver high quality work. #2 can affect your mental health and you may actually start hating doing the work every day. #3 will affect your bottom line, but it also allows others to devalue the work that you do.

So how do you recognize when you are in a red flag situation that you should walk away from? How do you know a dealbreaker has been triggered? Here are 5 common dealbreakers in business and what you should do to avoid the heartbreak that usually comes with them.

A customer wants your services at a much lower rate than usual

Negotiating is normal. Undervaluing you and your products or services is unfair. Period.

Those close to me know I LOVE a good negotiation. And it’s not about winning for me. There is a certain amount that is about control of a situation, but it’s more about how everyone can feel like they walk away a winner. A great negotiation should benefit both parties. If you don’t feel right about it then walk away. Having potential customers constantly devalue your work can have a negative effect on your mental health not to mention the long-term profitability (and viability) of your company. Also, if you’re not making any money, chances are you won’t be in business for long.

THE FIX: If you are going into negotiations with a customer a great approach is to have a range in the back of your mind – your cut off point. It could be a small range or it could be a set price and you aren’t open to negotiation on price. Stand firm in your decision. If a customer just can’t afford it and they need a lower price point, first try removing certain aspects of what they are buying. Perhaps they only get half of the specified package instead of everything. You shouldn’t have to lower your rates if you feel uncomfortable about it.

A customer just isn’t a good fit for your business

It’s called “customer relationship management” for a reason. You’re not two ships passing in the night, you have to be able to sail together. You either want them to keep coming back for more (you put effort into the first sale!) or you want to make sure they are happy so they tell their friends about you. Either way it takes effort on your behalf, but a relationship by nature takes more than one person. If your customer is treating you poorly you are allowed to say no. You are allowed to say you don’t want to work with them. You wouldn’t accept workplace harassment as an employee, so why except it as a business owner? In some cases customers are even an extension of your brand. For example, in the world of media relations, our customers at SongBird not only represent their own brands when they do any appearances, but their appearance also reflects on SongBird’s brand. If they aren’t well-prepared, are rude to the interviewer, or say something offensive during the interview, it can tarnish our relationships as well.

THE FIX: You need to do your homework before you start working with anyone. For businesses who’s purchase cycle is shorter, this isn’t going to be as easy (and sometimes not necessary if you are in a transactional business that doesn’t need repeat business). Take the time to ensure that your customers have the same values and ethics you do. It’s also a matter of making sure you are comfortable with them so you can deliver on promises of quality products and services.

A customer doesn’t trust you even after you explained things

This can be frustrating for both businesses and customers. So many customers we’ve spoken to at SongBird have been burned by other agencies. They’ve been promised the moon, but given a cube of cheese. We’ve even come across people who have spent a lot of money investing in a service provider to not even get a finished product they can use in the end. A lack of trust from a customer can appear in many ways:

  • You may have had multiple meetings, but they are still questioning the value you can bring to them. On top of that they are asking the same questions repeatedly. (It will likely be the same if you are working with them!)
  • They insist you do some work for free to show what you can do for them.
  • They ask for guarantees even if you work in an industry that is hard to give guarantees.

THE FIX: First, understand the history behind the behaviour. Then adjust your approach. If they are still apprehensive and you are going in circles, walk away. You don’t have to shut the door on the opportunity, but it doesn’t make sense for both parties to waste time rehashing everything. In these cases, it’s always good to have some sort of takeaway materials that the customer can review on their own – especially case studies with real world examples. That way they can pick up the conversation again when they are ready and comfortable. It doesn’t do you any good to force someone into a working relationship.

You’re too busy to say yes to a new customer

It’s hard to say no to an opportunity because you really don’t always know how it will turn out. And, while having too much work seems like a good problem to have, if you’re burnt out, it will always end badly. It will not only affect the last customer you brought on that you couldn’t handle, but also the rest of your customers whose services suffered so you could take on something new.

THE FIX: When you’re building a business it’s all about reputation. In the end customers appreciate honesty rather than mediocre work. Build a referral network of people you trust so you can refer these customers to your network. It reflects better on you when everyone is happy. And not only that, your referral network may return the favour in the future when you DO have the bandwidth to take on something new.

A customer wants something you don’t regularly do

Whether someone misunderstood exactly what you do or they like part of what you do but want you to adapt to what they need for the rest, trying to change yourself to fit what a customer wants can be exhausting. It can be tempting to say yes because you want to make a sale. However, if you can’t deliver on your promises, that customer won’t stick around, and they certainly won’t have nice things to say about you to their network.

THE FIX: Like the point above, have a referral network in place. Sometimes it may work out that you could partner with someone else to deliver the full package, and sometimes it’s just better to introduce the customer directly to someone who can give them exactly what they want. That way when they need what you have to offer, they’ll come back because they know they can trust you.

While these are 5 common dealbreakers you may face in business, it’s important to understand unique situations that could come up for your business. It’s always good to have a plan in place to try to stop a disaster before it starts!

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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6 ways entrepreneurs can learn from mistakes

As entrepreneurs we have so many expectations of what owning a business is going to be like. While it’s important to set goals, you also have to ground those goals in reality. One of the realities of running your own business is that you will make mistakes – either large or small, so it’s important to be prepared to learn from those mistakes so you can grow and be successful in the long-term.

There are so many stats out there that talk about how so many small businesses fail within the first five years… blah blah blah… I get it. Starting and building a business is hard. For most people, it’s one of the hardest things you will ever do. For today, I want to focus on the positive side of things so you can avoid becoming a statistic that instills fear in people.

So how do you prepare yourself to learn from those mistakes? Here are 6 things you can do to make sure you are getting ready for long-term success instead of just short-term failure.

LEARN FROM OTHERS’ MISTAKES

While it’s important for you to make your own mistakes, you also shouldn’t ignore those that have come before you. There are plenty of stories of entrepreneurs who have full on failed or made a very public mistake and then come back to succeed in the long-term. While not every story will apply directly to your situation, you should look for the following things:

  • What was the fallout with customers?
  • What steps did the business take to overcome their challenge?
  • What did the founder do?
  • How long did it take for the business to react if it was a very public PR nightmare?
  • How did competitors respond? Did they capitalize on the failure? Did they acknowledge it or not address it at all?

A lot of entrepreneurs have shared their stories publicly, but you can also have more personal discussions with a mentor, coach, or industry peer who will share some of the challenges they faced as they launched and grew their business.

Use this knowledge as a roadmap for yourself to at least create some sort of contingency plan.

SET YOUR EGO ASIDE

This is a tough one. You have put so much into running your business that it becomes a part of you. Accepting that your business (and you) may not be perfect can be a challenge for many entrepreneurs. First of all… Stop taking failure so personally. If you let it get personal it will stop you from succeeding.

However, this is also a reminder that you don’t know everything. None of us knows everything. And not every idea is a good idea! Surround yourself with people who will challenge you and the way you think – not people who just capitulate and say yes to everything. It’s OK to ask for help and it’s definitely OK to change your mind to incorporate new ideas. You would be surprised how your business will shift and grow if you let it. That means getting out of the way.

FIGURE OUT WHAT WENT WRONG

If something does go wrong – and it will – have a plan in place. Earlier, I mentioned a contingency plan. That just means that you have identified things that may go wrong and identified steps you will take if they do. Get specific. Have specific processes in place that you can use without hesitation when you need them.

As part of your contingency plan, you should always debrief to figure out what happened. Here are some questions you should ask yourself:

  • What was I trying to do when things fell apart?
  • What happened? (Get specific and go over the details.)
  • Could the mistake have been avoided? (Identify specific actions that led to the mistake.)
  • What can I do differently next time – if anything? (Identify a different approach if it could have been avoided.)

SET SPECIFIC GOALS

Goal setting… SMART goals… You hear people talk about it all the time. The problem is many entrepreneurs don’t do it. Or they may do it, but it’s just an exercise on paper and it’s not put into practice. There are so many workshops, business development programs, and entrepreneurship accelerators out there that can be extremely valuable. What I find is that a business will go through these programs and then not implement anything they learned.

Reality check. Any strategy you build and implement needs to be based on the goals you set for yourself. Writing them down and then not revisiting them regularly is like putting counterfeit money in a piggy bank and expecting to be able to pay for things with what you have saved.

Do the work. Implement it in your business.

CELEBRATE EVERYTHING

One of the things I talk about a lot is the fact that entrepreneurs need to get in the habit of celebrating EVERYTHING. Progress is progress, no matter how small. When you celebrate the small wins, the big ones seem even better. Plus, the feeling of accomplishment will drive you forward to keep reaching for your goals.

EMBRACE CHANGE

For some people, change is just a way of life. For others change is something to fear. As entrepreneurs, we need to learn to embrace change and get comfortable with being uncomfortable because things sometimes change daily.

When things don’t go right the first time, we need to change our approach.

 

While mistakes and failures can be scary as entrepreneurs, if we approach them in the right way, they can make us stronger over time – and help our businesses grow. 

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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4 ways to be successful while giving up brand control

So, here’s the thing. You may invest time – and a lot of money – into your brand development and marketing strategy. But when it all comes down to it, branding is really in the eyes of the beholder; it’s all about your customers’ and potential customers’ perception of your brand. Like it or not, where many brands are most successful is when they give up a bit of control and allow their brand and marketing efforts to evolve as their audience gets to know them better. So, if you don’t put the right foundational work in and if you don’t listen to what your customers want, your branding and marketing strategies may not be as successful as you like.

That’s the magic. Give up control.

I am not saying you should completely abandon all planning and strategy. I am saying you need to set up the proper foundations to create opportunities for your target audience to discover what is so amazing about you on their own.

LEAN INTO SOCIAL MEDIA CULTURE

I spoke a bit about how customers want stuff and they want it now. It doesn’t mean that customers are more demanding than before, it means that we are so used to the spontaneous conversations and connections we have on social media that it has become a way of life. If you are trying to create a successful marketing strategy to build brand awareness and connection, you need to fully understand that social media culture and incorporate those behaviours into your strategy. Things will evolve and they will do so quickly. You also have the opportunity to have amazing dialogue with your customers that can lead to YOU discovering things about your brand that you hadn’t thought of.

DON’T BE AFRAID OF FEEDBACK… AND CHANGE

It can be scary to get real feedback from people about your business. It can feel like a personal attack if that feedback is negative. However, it can also create exciting growth opportunities for your business and open you up to unexpected, but amazing, change. As you are setting up the foundations of your business make sure you build audience listening into everything you do.

A great example of a brand that wasn’t afraid of change – and maybe stepping out of their comfort zone – is Holy Crap Cereal. This Canadian company used to be called Hapi Food. Over a decade ago, a customer tried the product at a farmer’s market and exclaimed, “Holy crap… this is amazing!” Sales weren’t taking off when the product was called Hapi Food, but after that customer response inspired them to change their brand name, things really exploded.

LET YOUR CUSTOMERS TELL YOUR STORY

One of the best ways for people to hear about you is from your customers (word of mouth marketing). In case you were unsure about that, studies show that 90% of consumers will trust a brand more if it has been recommended by someone else – whether they’re a stranger or not. When your customers talk about your brand and the experience they have with it, it can also result in five times more sales! But what does this mean for you? Well, it means that you need to give your customers the freedom to talk about you and even encourage it. You can encourage this by developing loyalty programs, launching User Generated Content campaigns and contests on social media, and even doing influencer marketing.

TREAT YOUR BRAND GUIDELINES AS JUST THAT

When you develop your brand – logo, name, colours, messaging, goals, all of that – you should have clear guidelines set out in terms of how you want to be presented to the world. Remember that once you put something out there it’s harder to control how it is perceived and sometimes the best thing you can do is evolve. I always like to say that a messaging document is a living, breathing document. You should revisit regularly to ensure it still reflects how you want to be perceived, but also where your brand is today. Sometimes things that made sense five years ago no longer make sense today.

 

Put the work in. Develop your brand. Develop the foundations of your business. But do it in a way that allows your business to grow and adapt over time. In the long-term, you will be more successful this way. 

 

Candace Huntly is the Founder at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in media relations, influencer marketing, organic community engagement, content, and adapting strategies for any sized business – large or small. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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How to build a great customer experience in 2022

Regardless of how big or small your business is, customer experience is an important aspect of what you should focus on when it comes to making meaningful connections with your audience. It’s the whole process your customer goes through from start to finish when they interact with your business. From that initial research to interacting with your sales team, to purchase and follow up customer service, and everything in between. Every. Single. Touchpoint.

While there are certain things that are out of your control, it’s important to set yourself up for success – which means a great customer experience that creates happy customers and loyalty. And, just like your social media strategy, you can’t just “set it and forget it” because your approach needs to change along with changing customer behaviours.

Here are a few things to remember as you are setting up the best possible customer experience in 2022.

Customers want it… Now!

Let me start by saying that you need to set boundaries as a business owner. You can’t be available 24/7. It’s not healthy. On the flip side of this, we live in a world where your customers are used to instant gratification. We get packages delivered within 24 hours. We can call up a food delivery service and have a gourmet meal delivered immediately. Heck we can even have a coffee delivered from our favourite coffee shop. And don’t even get me started on communication. Sometimes, if I don’t get a response from someone within a few hours I wonder whether they are OK or not. So what does that mean for your business? Well, for starters, the 24-hour turnaround for response times is likely too long. You need to find ways to check and respond to your emails more than once first thing in the morning. You also need to find efficiencies throughout the purchase process so things go smoothly and your customers get their purchases delivered as fast as possible.

Don’t bother hiding anything

We’ve been through a lot digitally in the past few years. Privacy issues and data breaches are common topics of discussion. But even more than that, your customers are more aware of all the tricks businesses used to use to hide things like surprise fees and unexpected restrictions on what happens after the purchase. In 2022, part of your job is to be as transparent as possible. The old saying “honesty is the best policy” is really the way to go. Not only does it help you build stronger relationships with your customers, but you really also don’t want to get caught in a deception. It will only end badly for your business. And while you’re at it, make sure you are taking good care of your customer data so they don’t have to worry about any security issues.

Make digital a top priority

The world went digital in the past couple of years – even the people who hate digital – because we all had to. While we’re all eager to get back to face-to-face, don’t forget the killer digital strategy you put in place. (And that’s all I’m going to say about that!)

It’s not too late to invest in e-Commerce

To sell online or not to sell online… Is that really the question? If you’re on the fence about eCommerce you should probably just go ahead and do it. But remember that any strategy you build and implement for your business should always be based on your customer behaviour. If you have customers that are finding it hard to buy from you because you don’t have an online store set up, then it’s definitely time. If you know your target audience hangs out a lot online, then it’s definitely time. And it’s not too late to get started.

Build community and environmental impact into your strategy

Your customers want more from you. They want to know that you share the same values and beliefs they do. They want to know that you’ll stand for the same causes they do. Remember that the impact you have on your community and the environment can’t be an afterthought. You need to weave it through all of your planning and all of your strategies otherwise it’s temporary.

Your customer experience starts from within

This isn’t a fortune cookie or anything, just fact. If your whole team isn’t on board with your vision for the customer experience you are creating, it will never work. Ever. Employee satisfaction, employee mental health, diversity within the workplace, creating a safe working environment. All of those things will not only affect how your team interacts with customers, but they will also affect how your customers perceive you.

There you have it. These are a few things you need to focus on to create the best customer experience in 2022. 

​Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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Long-term customer relationships: What happens after the sale?

You made the sale. Time to celebrate and move on… right? Honestly, that’s one of the biggest mistakes most business owners make. If you build your business with this mindset, you are missing out on the long-term growth that most businesses need to survive. You’re just hopping from one customer to the next. That’s high effort and a recipe for major burn out.

So what are you supposed to do? Focus on building long-term customer relationships. Think about what happens after each sale. You did the work to get someone to your website or to your shop, but the growth part of business happens after someone chooses you for the first time.

The consumer purchase process

While your target audience may be different from other businesses, overall, most of your customers will follow the same process to make their purchase decisions.

  1. Need recognition
  2. Information search
  3. Evaluation of alternatives
  4. Decision & Purchase
  5. POST-PURCHASE BEHAVIOUR

The last step in the consumer purchase process is post-purchase behaviour. That’s where the magic happens when you’re looking for long-term growth. In this stage, your customer decides whether they are happy or not with their purchase. And tied to that, they decide whether they want anything to do with your business long-term – either as a returning customer and/or a valuable brand advocate who refers friends and family to you and leaves positive reviews online. The actions you take as a business can either lead to these things, indifference, or – worst case scenario – product returns/refunds and negative reactions and reviews. This stage is where you focus on establishing great customer relationships.

5 ways to take post-purchase service to the next level

Proactive communication

The post-purchase email. It’s part art form, part practical follow up. Overall, it’s your chance to find out how you did, keep your customer posted on shipment and tracking, provide incentive to come back and shop, and generally build the foundation for a great long-term relationship. The thing to remember is you shouldn’t overlook asking for things in these emails. You want a review on social? Ask for it. You want to have them fill out a quick survey to find out how their experience was? Ask for it. Don’t make your customers guess what you want.

Another way to look at it is communication that allows you to just touch base with your customers. A quick reminder that they may need to replenish or replace their purchase is a great reason to reach out. The Body Shop is great for this. They send a reminder email when they estimate you would need to repurchase.

Build loyalty into your strategy

Your customers want to feel appreciated. They need to know that you value their business. A great way to do that is to build some sort of loyalty program into your long-term planning. You don’t have to create an elaborate loyalty program to make it work for you. Offering things like a VIP sale to your recurring customers and early access to a new product launch can easily be done by sharing links. You can also create a referral program or even a points program that leads to discounts. And, when in doubt… offer free samples and even new product recommendations based on previous purchases or customer profiles. I have been purchasing product from Beauty Club Outlet since I got detailed product recommendations for my hair type. Personalization works.

Make using your product/service easy

Your customers are more likely to reach for their recent purchase or use it over and over again if they know how to use it properly. Sharing how-to content that lays things out clearly will eliminate any questions or confusion. Equally important to how to use something is how to care for it long-term. Certain products will last longer if you take care of them properly, so make sure your customers know how to prolong the life of their purchase.

Make it easy for returns/exchanges

This one may make some business owners fee uneasy. It seems a bit counter-intuitive, but things don’t always work out when a customer buys something. Your customers will remember if you provided an easy solution and they will more likely come back to buy more from you in the future. This will also reduce post-purchase anxiety if your customers know you are on their side.

I should note that not all products/services can be returned or refunded. There does have to be a limit. If someone returns an almost empty bottle of product and says they didn’t like it, offering a refund doesn’t seem right. However, if someone bought the same product and it made them break out into hives after 1 or 2 uses, it makes sense to work with the customer to find a solution.

Listen to what your customers have to say

ACTUALLY listen. Listen to all the good and bad feedback that you get. Ask questions to see where you can improve. Ask questions to see what you are doing right. Your customers will stick around if they feel like you care what they have to say.

The work doesn’t end when they click the purchase button online or swipe their credit card at your store. If you are truly looking for long-term growth and profitability, you need to focus on what happens after the sale to figure out how to build a great marketing strategy. And marketing is always about building great customer relationships.

 

Candace Huntly is Founding Partner at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.

Connect with Candace

Sign up for our free 20-minute consultation and we’ll help you figure things out.

A version of this article was originally posted to the SongBird Marketing Communications blog.

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