content marketing

3 Tips for Success from Minority Entrepreneurs

Minority-owned enterprises made up more than 50% of the 2 million new businesses started in the United States in the past 10 years, according to the US Senate Committee on Small Business and Entrepreneurship.  There are now more than 4 million minority-owned companies in the US, boasting annual sales of around $700 billion, altogether.

As the US Senate Committee on Small Business & Entrepreneurship noted, there is still a disparity in access to capital and entrepreneurial development opportunities for minority-owned firms. “Though minorities make up 32% of our population, minority business ownership represents only 18% of the population.”

Minority entrepreneurs face a unique set of challenges in navigating the path to business success. Three minority entrepreneurs in Calgary, Alberta, shared their advice in a recent article in the Calgary Journal.  Eddie Richardson, president of Genesis Basketball; Joyce Okunsi, CEO of Joyce’s Closet; and Beni Johnson, founder of 10at10 media platform have all launched successful businesses in the face of discrimination and financial barriers.

  1. Don’t let stereotypes define you

“Whenever I was given a job or a task I would always try to be the most educated on it.” said Johnson. “People were racist in their ways. If something does not look like you, people get afraid of it, so it was a combination of many things.”

  1. Don’t let barriers stop you

“In fashion, I faced many barriers. I had to work twice as hard to prove my credibility as a stylist. Because I am a black woman, I was excluded from many things that I should have been a part of.” said Okunsi.

  1. Don’t forget that your experiences are valuable

“I’ve worked through a lot to get to where I am and I still have a lot ahead of me,” said Richardson. “I hope that my story inspires others to never settle and to push through adversity because anything is possible.”

Content Strategy: Harnessing the Benefits for Financial Services

In today’s uncertain world, the value of providing clients with insightful commentary and market intelligence cannot be overestimated. As such, more financial services firms than ever are seeking to harness the benefits of content marketing – using content to help with everything from building brand awareness and increasing web traffic to improving lead generation and customer retention.

There’s much to be gained by positioning your firm as a thought leader – but doing so is not always straightforward. Financial services firms must overcome the challenges experienced by all companies undertaking content marketing, while also facing certain sector-specific hurdles.

In particular, they have to tackle the following issues:

  1. Creating compelling content. As in other sectors, engaging experienced content experts, achieving a consistent tone of voice and overcoming budget constraints are crucial when it comes to developing content.
  2. Navigating different channels and formats. In addition to traditional formats such as articles, thought leadership, white papers and research reports, firms are also using videos, blogs, infographics, social media content and webinars to distribute their content. Making strategic decisions about which formats to focus on – and repurposing the same content for different channels – is essential when it comes to making content stand out in an increasingly crowded space.
  3. Overcoming compliance hurdles. Financial services firms also have their own sector-specific challenges to overcome – not least of all the difficulties associated with regulatory compliance. It can be tempting to be overly cautious in such a regulated climate, but a clear understanding of the relevant constraints can enable firms to produce insightful material with confidence.
  4. Measuring value. Firms may struggle to measure the value and effectiveness of the content they produce. Many metrics are available, including conversion rates, website traffic, customer feedback and sales – but firms often lack confidence when it comes to tracking ROI.

Financial services firms may face challenges where content is concerned – but by adopting a clear content strategy, firms can overcome the challenges and create compelling and effective content. We will explore these topics in more detail in future articles.

Blog: The Challenges of Hosting Video Conferences

We’re all in this together.

 

 

Covid-19: Changing Business Practices.

Covid has forced us to connect online with clients, partners and prospects more than we would like.  Do you agree? 

I was raised on the maxim that you don’t truly make a connection in business until you have met a person 3 times.  Content Innovo is in a growth phase; we need to reach out to as many prospects as possible.  How do we make a meaningful connection when face to face meetings are unvavailable? 

I don’t have a definitive answer to that question, but what I can report is I’m not the only one.  We’re all in this together.  Whether you are trying to sell something, or logging on to a webinar because you want to learn more about your next business-critical purchase, or you’re connecting with prospects or vendors, there seems to be a great acceptance that the current method of communication is not perfect.  There seems to be an acceptance that we’re all trying to do our utmost to represent ourselves and our businesses in the best light.  

And we’re all failing misearbly.

The Good Old Days?

I remember 20 years ago when you would go to someone’s offices to present your idea, and the advent of technology meant you could use powerpoint to provide amazing visuals.  You would ask the person you were meeting to book a boardroom and give you access to a big screen and the wifi code. 

Those were the days, because you a had a stunning visual presentation on your laptop — life was good.  This presentation was not only going to blow their socks off, it was going to seal the deal — but —  if your presentation didn’t load instantly and on command… that was it. You were done.  That client would never speak to you again.  You would instantly lose credibility. 

In the new reality, technical difficulties are the norm.  

Grace Under Pressure

Content Innovo was recently part of an accelerator program called Beyond Boundaries, put on by the Halton Region Innovation Centre, Haltech, and part of the Canadian government’s push to empower women entrepreneurs.  Halfway through the program, everything shut down because of Covid-19 and we had to go online.  No problem. We all agreed to meet at the appointed hour and click the link to participate.  

The presentation for our first fully online session was hosted by an accountancy firm.  A firm that had a vested interest in sponsoring the program and engaging its participating members in the highest quality format and presenting themselves in the highest quality way. 

But guess what? As bizarre as it sounds, the mac users couldn’t see the shared content when the pc users could, and vice versa.  And that situation went on for 10 minutes.  

But here’s the thing, no one left.  Our host, to her credit, taught me a lot in that very moment about staying calm under pressure. And the fellow participants taught me a lot about accepting that this is not an ideal situation for anyone.  Everyone was understanding, and had likely been through similar situations, themselves, in recent weeks.

I have loads of examples of bizarre things that happen when trying to organize a video call with multiple participants —Zoomwobble, anyone? — and I would love to hear your tales.  I also have loads of examples of hosts and participants dealing with these problems in real time, in a way that wouldn’t have been acceptable 6 months ago.  But we’re all in this together. 

Introducing Distilled Webinars: 10 Minutes, 10 Takeaways

Around 56% of the people who registered for your #webinar won’t attend. With Distilled Webinars you can engage key clients and prospects who missed out or don’t have the time to watch a full hour webinar, helping help move prospects further down the sales funnel.

We take your hour-long webinar and create a 10-minute video incorporating the 10 key takeaways that are on-message — and on-brand.

Contact us for more information.

3 Ways Financial Institutions are Closing the Gaps in Customer Satisfaction

Banks have fallen behind when it comes to innovative customer engagement, and it’s easy to see why. Hampered by legacy systems with poor user experience that have proven difficult to integrate, and with financial tech startups offering more a convenient UX coupled with customer service rivaling and even exceeding that of traditional banks in terms of quality, the time has come for customer-facing banks to modernize their collective approach to online and in-person engagement. Here’s how some institutions are making that happen:

 

  • While the appeal of online banking continues to expand, with 49% of all millennials using online banking for routine transactions, companies like Trailhead Credit Union are also aware of the impact the consumer experience at their physical locations is crucial to connecting with their audience. Having “transformed its look and messaging to connect with the urbanite spirit of Portland”, they’ve seen record-breaking growth in their customer engagement thanks to its commitment to appealing to their consumers.

 

  • By analyzing their consumer base and re-evaluating their content strategies, respected firms like Liberty Mutual and Santander Bank are providing targeted, curated content with the intent of educating certain demographics on relevant services that are available to them. For example, Santander recently focused on its millennial demographic, and aimed to connect with potential customers who may be closing in on a point in their lives when they need a loan. By providing them with a wealth of valuable information and drawing traffic into their core banking site, they were able to attract new customers, gain their trust, and gain further insights about their audience.

 

  • Innovation is impossible to achieve without experimentation, which is why America First Credit Union opened their innovation center in Salt Lake City. Designed from the ground up to be an interactive experience for customers, it also functions as a space to provide live demonstrations of new technology to the public, who can provide instant feedback and help expedite the development process with their input.

 

Ultimately the need for a personalized, targeted approach to delivering outstanding customer experiences continues to serve as a driving force for experimentation in the field of consumer-facing financial services, which a growing tribe of innovative firms capitalizing on the trend and proving that no matter how convenient your service may be, a certain human touch is necessary for facilitating the personal connection between you and your audience that sets you apart from the competition.

 

For more in-depth info on engaging with your audiences, click here.

For tips on improving your own digital content strategy click here.

4 Consumer Banks With Cutting-Edge Customer Service

Consumer banks must innovate and modernize not just their digital but also their  in-person customer service and user experience (UX). Hampered by legacy systems and facing competition from digital banks and fintech startups, they must adapt or face declining client satisfaction — and ultimately dwindling clients.

Here’s how some institutions are taking UX and customer service to the next level:

  • While the appeal of online banking continues to expand with 49% of all millennials using online banking for routine transactions, companies like Trailhead Credit Union are also aware of the impact the customer experience at their physical locations is crucial to connecting with their audience. Having “transformed its look and messaging to connect with the urbanite spirit of Portland”, they’ve seen record-breaking growth in their customer engagement thanks to their commitment to appealing to their consumers.
  • By analyzing their consumer base and re-evaluating their content strategies, respected firms like Liberty Mutual and Santander Bank are providing innovative, targeted, curated content with the intent of educating certain demographics on relevant services that are available to them. For example, Santander recently focused on its millennial demographic, and aimed to connect with potential customers who may be closing in on a point in their lives when they need a loan. By providing them with a wealth of valuable information and drawing traffic into their core banking site, they were able to attract new customers, gain their trust, and gain further insights about their audience.
  • Innovation is impossible to achieve without experimentation, which is why America First Credit Union opened their innovation center in Salt Lake City. Designed from the ground up to be an interactive experience for customers, it also functions as a space to provide live demonstrations of new technology to the public, who can instantly disclose valuable feedback that could prove vital in determining which technologies to pursue and iterate upon moving forwards.

Balancing digital convenience with human connection is the driving mindset behind these projects, all of which share a common focus on improving the banking experience by appealing to human sensibility, which has over time proven itself an effective tactic for retaining stickier client-bases at brick-and-mortar locations.

As much as we love the convenience of e-banking, we equally adore being treated well by other people in our day-to-day lives, and digital competition is fierce, in some markets it makes sense to double-down on the creature comforts that only a physical location can offer, as well as innovating and investing in cutting-edge technologies and content to remain competitive in the market of convenience.

For more info on engaging with your audiences, click here.

For tips on improving your own digital content strategy, connect with us on LinkedIn, Facebook, Twitter and Instagram.

VIDEO: Why Competitive Strategy Is Critical to Success for Mid-Size Companies

Time spent on competitive strategy is a key indicator of success for mid-sized companies.

3 Tips for Effective Content Marketing via Earned, Owned and Paid Media

In the ever-evolving landscape of content marketing, there are three distinct channels for marketing efforts to be directed, each of which is a crucial component of a successful content marketing program – and each offer their own lead-generation opportunities.

  • Earned Media. Earned Media — which includes both public recognition through word-of-mouth and thought leadership accepted for publication by media outlets — is a powerful tool in this age of constant connection, as the opinion of the public consciousness can make or break any marketing effort.
  • Owned Media. Owned Media — company-run digital and print channels and social media accounts — can serve as an effective way to leverage leads by providing existing clients and prospects with controlled educational content that can help them to determine whether your goals and theirs align.
  • Paid Media. Finally, with a multitude of services offering advertising options to increase exposure to the public eye, Paid Media, such as promoted content and sponsored content positioned in digital and print outlets, offers valuable avenues that marketers can use to acquire new leads by seeking out specific, targeted audiences on a variety of established platforms and actively engaging them with your brand.

Looking for some tips to keep in mind while diving in? Kelsey Meyer of InfluenceAndCo advocates three in particular:

  1. Focus on audience engagement. First off, when it comes to promoted content, keep audience engagement in mind. If a piece of content on its own is getting a ton of clicks, it might be worth looking at promoting it. IAC reported that a promoted tweet generates “111 additional clicks with only $50 in ad spend.”
  2. Promote only leading content. Another good rule of thumb is to only promote within the top 1%-3% of posts with the most engagement recently. After all, there’s no sense in promoting content that doesn’t click with your audience.
  3. Build positive press for your brand. When it comes to spreading the word among the public, the rise of social media has allowed writers and journalists a platform to reach out to you for insights and information regarding your business. When it comes to building accreditation among consumers, there’s nothing better than positive press coverage from reliable sources.

For more wisdom and insights on content marketing success, click here.

4 Reasons Why Competitive Strategy Is Critical to Success

Time spent on competitive strategy is a key indicator of success for mid-sized companies, according a recent survey by SunTrust Bank.

“Virtually all businesses (98%) participating in a recent survey are guided by a competitive strategy,” according to SunTrust. The amount of time spent on competitive strategy increases with business size, but overall, the survey found that less than half of respondents reports spending a significant amount of time on competitive strategy.

Other findings from the survey:

–“Several industries stood out as doing a significant amount of competitive strategy work, including technology hardware and software, retailing and automotive.”

–“Quality is a core priority for approximately two-thirds of businesses; innovation and focus/targeting a niche are other common components of businesses’s competitive strategies.”

–“Companies earning $25 million or more each year in revenue are most often focused on superior products and services (55%).”

–“Businesses have fulfilled their competitive strategy by developing deep customer relationships and creating superior products and services.”

According to the survey, “midsize businesses doing a significant amount of competitive strategy work feel stronger in the market and are better connected to their financial partners,” and a whopping 98% believe they have a strategic advantage over the competition as a result.