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A Solid Digital Marketing Strategy Needs To Have These 7 Elements

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In today's rapidly evolving digital landscape, small businesses have a tremendous opportunity to thrive by embracing a digital-first approach to marketing. Companies with digital-first strategies are 64 percent more likely to achieve their business goals than their peers who aren’t, according to Forbes.

With the vast reach and accessibility of the internet, businesses can leverage various digital marketing practices to effectively engage with their target audience and drive growth. So how do you know which marketing practices are best for digital-first small businesses? Here, we’re highlighting strategies that can maximize online visibility, enhance customer engagement, and boost overall success.

But before we dive into it, it’s important to understand what’s driving the shift toward digital-first marketing in the first place. By in large, it’s been fueled by changing consumer behaviors and the increasing reliance on digital channels for information, entertainment, and commerce. Fifty-five percent of consumers polled learn about new brands on social media, according to the social media management firm Sprout Social’s State of Social Media Report.

For small businesses, adopting digital marketing practices is no longer a luxury but a necessity to stay competitive and reach their target market effectively. To establish a strong online presence, small businesses need a well-defined digital marketing strategy. This strategy should align with the business’s objectives and target audience. It should encompass various elements such as search engine optimization (SEO), content marketing, social media marketing, email marketing, and paid advertising (more on all those below).

Essentially, a comprehensive digital marketing strategy serves as a roadmap for small businesses seeking to establish a strong online presence. It involves identifying target audiences, understanding their needs and preferences, and developing tailored marketing approaches. Here are eight best practices to begin implementing now.

1. Optimize for Search Engines

Search engine optimization (SEO) plays a vital role in improving a small business's online visibility. By optimizing website content and structure, businesses can rank higher in search engine results pages (SERPs), driving organic traffic to their websites. Key SEO practices include keyword research, on-page optimization, quality content creation, link building, and website performance optimization. Small businesses should focus on local SEO to target their specific geographic market effectively.

2. Create Content Marketing

Creating and distributing valuable and relevant content is essential for digital-first small businesses. Content marketing helps build brand authority, attract and engage potential customers, and drive website traffic. Small businesses can produce blog articles, videos, infographics, podcasts, and other content formats that resonate with their target audience. Sharing this content across various digital channels, including social media, email newsletters, and industry specific platforms, helps increase brand visibility and generate leads.

3. Engage on Social Media

Social media platforms provide a powerful means of connecting with your target audience and fostering engagement. Small businesses should identify the social media platforms that their key demo frequents and create a strong presence on those platforms. By sharing relevant and compelling content, engaging with followers, and leveraging social media advertising, businesses can expand their reach, build brand loyalty, and drive conversions.

4. Leverage Influencer Marketing

Influencer marketing has emerged as a valuable strategy for digital-first small businesses. Collaborating with influencers in their niche allows businesses to tap into the influencers' established audience and credibility. By partnering with influencers to promote their products or services, small businesses can reach a wider audience, gain trust, and drive sales. One caveat here: It's crucial to select influencers whose values align with the brand and whose followers match the target customer profile.

5. Personalize Customer Experiences

Digital-first small businesses can differentiate themselves by providing personalized experiences to their customers—86 percent of respondents said they'd leave a brand they're loyal to after more than on bad customer experience, according to a survey by the customer engagement platform Emplifi. By leveraging customer data and employing marketing automation tools, businesses can segment their audience and deliver targeted messages, offers, and recommendations. Personalization enhances customer engagement, improves conversion rates, and fosters long-term customer loyalty.

6. Embrace Email Marketing

Email marketing remains one of the most-effective channels for small businesses to communicate with their audience. By building an email list of interested prospects and existing customers, businesses can send targeted and personalized messages. Email marketing enables businesses to nurture leads, share valuable content, announce promotions, and drive conversions. Automation tools like Klaviyo and Mailchimp can streamline the email marketing process, allowing businesses to send automated follow-up sequences and triggered emails based on customer actions.

7. Utilize Data Analytics

Digital-first small businesses should leverage data analytics to gain valuable insights into their marketing efforts. By tracking and analyzing metrics such as website traffic, conversion rates, email open rates, and social media engagement, businesses can make data-driven decisions. This information helps identify areas of improvement, optimize marketing campaigns, and allocate resources effectively. Tools like Google Analytics provide valuable data and reports that enable

By integrating these components, businesses ensure that all marketing efforts are cohesive, well-coordinated, and work synergistically toward achieving their business goals. But it’s also important to recognize that digital transformation is an ongoing journey rather than a one-time project. Small businesses must continuously adapt, evolve, and embrace emerging technologies and trends to maintain their competitive edge in the digital age.

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Julie Bowen on Creating a Brand That Attracts Both Moms and Teens

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When actress Julie Bowen started chatting with former Condé Nast exec and fellow mom Jill Biren three years ago, the pair bonded over a comical, yet relatable truth: Their tween boys were starting to stink. Bowen—otherwise known as everyone’s favorite TV mom who plays Claire Dunphy on 11 seasons of Modern Family for which she scored two Emmy Awards—found that her twin boys, now 14, and eldest son,16, were using various body care products, yet “coming out of the bathroom dirtier than when they went in,” she shares on the latest episode of WorkParty. 

For Bowen, the lack of products on the market for her boys that focus on natural ingredients, while offering a light, fresh fragrance, felt like a white space. She points to the overwhelming scent of napalm and unfavorable chemical ingredients that comprise some popular men’s care products today (which she chooses not to name), and cheekily adds that they “basically promise sex and money” in their marketing campaigns. To fill this hole in the market, Bowen and Biren decided to create a product line of their own.

Today, the concept has evolved into JB Skrub (aptly named for the founders’ initials), a vegan, cruelty-free body wash and skin-care brand for pre-teens and teens. Launched in January 2023 without any outside investors, the company offers a range of body spray, body wash, moisturizer, face wash, and facial toner pads. For the founders, creating the right product was only half the battle; the second biggest focus was ideating a dual marketing strategy that could attract both moms (“the ones with the wallets,” she says) and the kids who are the target consumers.

“[For moms], we wanted to make sure the products were clean and botanical, and dermatologist and pediatrician approved. We wanted the kids to see the bottle and say, ‘That’s cool. I want that,’” says Bowen. The result is fun, vibrant packaging that certainly stands out on the shelves in bright orange, blue, green, and yellow. (It’s also sustainably focused and made from post-consumer recycled plastic.) Even the text catches one’s attention with Bowen’s homegrown motto that reads: “Pits, Nuts, and Butts”—a candid reminder she would give her own sons before taking a shower. The informative humor speaks to both teens and moms.

Of course, having the backing of a big-name Hollywood star brings brand recognition in and of itself, and certainly helps in creating a customer base on social media (Bowen currently has 1.7 million Instagram followers). On the advice of her unofficial focus group—her sons—the brand has also turned to TikTok to attract Gen Z. TikTok has established itself among one of the top online platforms for U.S. teens, ages 13 to 17, according to a recent report from Pew Research Center.

“Through trial and error, we discovered that kids don’t like something that feels really expensive or that’s trying to sell them something. They want something that feels really organic—like me standing there with a sign talking to Harry Styles will get 10 million views, and that was just for funsies. Luckily, for marketing, there is trial and error. We see what hits,” says Bowen.

Tune into Bowen’s episode of WorkParty for more intel on the trials and errors of product creation and marketing, building community and engagement on social media, and future plans for the brand. (Hint: They have Target and Sephora in mind.)

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7 Business Strategies From This Year's Create Cultivate 100 Honorees That’ll Help Set You Apart

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The path to success is never linear, and this is especially true for women and femmes in business. Despite the challenges they’ve faced, those honored on this year's Create Cultivate 100 list have achieved remarkable success due to the unique strategies they applied to their business practices.

Ahead, we share some of these approaches that set them apart from the rest and how they apply to entrepreneurs at every stage.

1. Prepare to pivot

Beauty nominee, Amy Liu worked at Smashbox, Kate Somerville, and Josie Maran Cosmetics before striking out on her own to start the award-winning makeup brand Tower 28, which she launched at age 40. Even though it took her 18 years to finally say yes to becoming an entrepreneur—she’d thought about it since she was 28—Liu says she never counted herself (or a career change) out. "Part of manifestation," she says, "is just putting your dream out there."

2. Build intentional partnerships

Climate honoree and sustainability activist Jhánneu Roberts is an expert at this. Roberts partners with like-minded brands, like Bank of the West and Grove Collaborative, that further empower her community to live a sustainable life. When sharing advice for up and coming activists and sustainability creators she says, “It’s not just about reducing waste, it’s also about sustaining yourself.” Later this year, Jhánneu plans to launch a course focused on teaching other creators how to work with brands so that they can continue to build their own businesses, sustainably.

3. Follow your intuition

Content Creator honoree Achieng Agutu, also known as the Tantalizing Confidence Queen, has built an incredible community founded on fearlessness. When it comes to making important decisions, she encourages her followers to look within. "When something is for you, it should feel effortless and there should be no overthinking," she says. “If I don't feel a sense of freedom, a sense of happiness, if the energy is not reciprocated, if there is no sense of I see you and I want the best for you then I am out."

4. See every opportunity as a learning opportunity

Pinky Cole, Food and Beverage honoree and founder of Slutty Vegan, a plant-based burger chai based n in Atlanta valued at $100 million, has 20 new locations set to open after a successful Series A funding round. She acknowledges that expanding requires acknowledging what you don't know, being willing to learn, and not getting comfortable with what you do know. Second only to that, she says, is learning that you will lose people who are valuable to you and the business. But, the most important part is having the emotional maturity to move forward without letting it get in the way of your success. 

5. Use representation to tap potential

Finance honoree Simran Kaur, founder of Girls That Invest, aims to make investing more inclusive, starting from an early age. “You cannot become what you cannot see, she says. "More women talking about money or investing is going to encourage more women to come into the door. It feels less intimidating when you know people who look like you and can break down the jargon in ways you understand—without being patronizing. It's about using language and a female-lens that makes it just a wee bit more fun and engaging.”

6. Nurture your interests

Arts and Culture honoree and founder of Utendahl Creative, Madison Utendahl, has been on the founding teams of cultural phenomenons like Last Week Tonight with John Oliver, Refinery 29's 29Rooms and the Museum of Ice Cream. She believes in letting what you love lead you to your true north. “The journey to happiness is lifelong and well worth it,” she says. “I hope all women, especially those in creative spaces, know that they are worth their wildest dreams.”

7. Never stop testing new ideas

As the founder of Poppi, Food and Beverage honoree Allison Ellsworth wants to inspire others to bring out their inner disruptive entrepreneur—and not be afraid to try new things. Case in point: Ellsworth's first foray into TikTok a personal story about why she started her brand after not being able to find gut-friendly beverages, garnered 50 million views and $100K sales. This led to Poppi being the number-one searched beverage on Amazon, free endorsements from celebrity fans like Kendall Jenner and Drew Barrymore, and being named BevNet’s Marketing Campaign of the year. All of which taught Ellsworth a valuable lesson: Never let the fear of trying something new decide your future.

Tune in to this week'e episode of WorkParty where Jaclyn Johnson looks to these inspiring founders to answer some of your most-asked questions about owning and running a business.

How To Pivot Your Social Media Strategy in a Post-Twitter Age

The future of Twitter is either a mystery or a mess—depending on who you ask. Since Elon Musk took over in late October, the platform has lost around one million users, and 50 of its top 100 advertisers have jumped ship. So if you're not quite sure what the social media post-Twitter landscape looks like for your business, don't worry: We phoned an expert in all things scrolling, liking, and retweeting.

Plot twist: Twitter might no really be dead

Leveling Up Your Email Marketing Strategy To Grow An Engaged Email List

Email marketing wasn't always seen as the powerhouse marketing tactic it is today. It’s easy to see why it was often overlooked, being around since the beginning of time (Well, the 90s at least!) It wasn't as nearly as sexy to talk about like TikTok, NFTs, and the Metaverse. But when it comes to hard numbers, email marketing simply converts better than other marketing channels. With analytics baked into email marketing platforms - like open rates, click-through rates, and conversion - it’s super easy to measure, test, pull insights, and optimize.


For growing brands, in particular, email marketing offers a big advantage because you’re delivering your content to an audience that wants it. Unlike other channels, where you’re making bets that someone might like what you have to say, your email recipients have already opted in to receive your content. This means they have a higher likelihood of interacting with content, if it's relevant and compelling.


Having worked with a range of businesses, from founder-led startups to major retailers, to building their brands, here’s some hot tips on how you can create an email marketing plan that grows your audiences, and keeps them coming back for more.


1. Automate, automate, automate.


While sometimes ignored by users of marketing platforms, automation is probably one of the best features of email marketing. Why? Once your automation is set up, a ton of brand engagement and retargeting work is done in the background, while delivering new insights in an always-on capacity.


When we work with new brands, we always look at multiple email marketing “flows” that can be setup separately from the usual daily or weekly branded newsletter. These series of emails are sent automatically at timed intervals and triggered by on-sight user actions. Typical examples include:

  • A welcome flow for new signups

  • Post-purchase flow

  • Abandon cart

  • Abandon browse

It's helpful to think of email flows as a series of communications that are building a larger narrative arc. For our client The Honeypot Co., we created a post-purchase series, to move customers from purchase to a deeper connection with the “why” behind the brand. From there, we’d encourage them to try additional products, review, and share on the products they had purchased. We kept things interesting by missing up the product-focused emails, brand purpose content, and even added in an emoji-filled story about running out of tampons.

2. Test… but not too much.


Different testing tactics will work better for different brands. Do you have a strong founder story? Experiment with sending emails that come directly from the brand founder. Maybe these are even text only to create the feel of a personal email. Creating urgency with a limited offer, or adding some mystery or intrigue to your email will entice your audience to click through.


You won’t know until you try it out, and testing one tactic against another in A/B testing will give you 1:1 comparisons you can apply to future campaigns. But a word of caution - make sure your tests are set up to give you actionable insights. A/B tests one variable (for instance two different subject lines) at a time, not 10. And pay attention to the cadence of your testing. For Two Blind Brothers, we took the approach of “one big swing” a month. We would do what had worked historically for most of our marketing emails, then try something radically new for a random email.


3. Be reliable, but don’t forget to evolve.


Brand consistency is one thing, but monotony is another. It's easy to get stuck in a rut where brands use the same design templates and subject line conventions for every email. These can start to look like white noise to recipients.


This is especially true if you’re not doing a new product drop every week. When you’ve got a static product line or service offerings, it’s all about repositioning what you have and finding new ways to show the same products. With our client Truffle, a brand that makes sustainable travel bags, they tended only to release a couple of new products a season. Each month we had to get creative using seasonal themes to anchor the brand storytelling, while layering new ways to talk about their core line. We used influencer content to curate edits of products, travel stories that contextualized the products, and reviews from happy customers to bring in personal experiences.


About the author: Katie Klencheski is the Founder and Creative Director of SMAKK, a branding and growth studio whose mission is to help values-led clients build world-changing brands. Katie applies her expertise across content creation, e-commerce, social media, marketing, and digital experiences toward changing consumer behavior, leading to purchasing decisions that are better for people and the planet.

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How One PR Agency Founder Uses Mentorship Tactics To Get the Best Results for Her Clients

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Working in public relations has been one of the most fulfilling experiences for me. I started my career almost 11 years ago, and I have to say, I’m not the same person I was back then. Not only have I grown as an individual, but also as a business entrepreneur, picking up knowledge along the way.

In the first eight years of my career, I worked for a notable PR agency based out of New York City. It was there that I was inspired to launch my own agency, as my passion for helping and amplifying small businesses, specifically BIPOC-owned ones, grew. I saw the need for these businesses to get as much help and attention as big corporate brands, so I ventured out to start The Bonita Project and do that. 

As I slowly built my client roster, I had the pleasure to work with some of today's most popular Latinx- and Black-owned brands, such as Alamar Cosmetics, Second Wind, Pholk Beauty, Valdé Beauty, and many more. My role as a business entrepreneur and a PR consultant turned me into a mentor of sorts, and I now mentor clients and service their PR needs, while stimulating their growth as individuals and fellow business owners. Here are some of the tactics I used to help my clients achieve success in their own journey.

1. Set shared goals

Upon signing with a new client, set a list of business and personal goals. How do they want to grow their business exposure? How about their mission and image as a new business owner? Let them share their dreams (even if they may seem sky high). Let’s face it, we all have these ambitious dreams for ourselves. 

I always ask new clients what brands they aspire to be like. Who do they follow closely on social media, and what public figure do they see as a role model? We then work on a list of shared goals together, followed by a PR strategy! 

2. Listen and support 

Always lend an ear when they have a question or need advice on something, even if it's not entirely PR related. While we know "time is money," my relationship with my clients isn't always transactional. As a small business owner, I want to make sure they can confide in me and share their ups and downs, and even their work struggles. We usually come to a resolution together, while talking through their feelings.

3. Be their number one cheerleader 

Root for them and share words of encouragement, whether it’s a comment on their social media or a quick text after they’ve finished an interview. There have been many times when clients wrap up an interview, and tell me they did horribly or didn’t feel as confident. Boost their confidence by showing them that you care and plug in some tips for improvement if needed. There is always room for improvement, and our small business clients recognize that. 

4. Set them up for success 

This brings me to my next point. You always want to come prepared and ensure you’re setting your client up for success, while clearing their head of any doubts. You can boost their confidence with media training or practice sessions on how they should handle a press interview. Let the client take notes and you’ll see them improve each time.

5. Challenge them to step out of their comfort zone 

If there's something about me, I constantly challenge our clients with perspective. As the PR and marketing industry continues to evolve, so does today's consumer. And while some brands may be stuck on doing things the traditional way, I usually come in and challenge the client to stir things up a bit. 

My team and I introduce creative ideas, and new influencers and voices to partner with, but sometimes brands will think it's a bit too risky or "not on brand." I usually believe otherwise and give them more context as to why this idea would make sense. Apply the “it doesn't hurt if you don't try it" mentality, and they’ll see the growth. All it takes is being confident in your ideas. You're the expert and more tapped into the industry than the client. 

6. Keep it real 

There will be times when the client says or proposes an idea that doesn’t sit well with you, whether it goes against your values or you don’t think it’ll be well received. Keep it real and tell them what you are thinking. Keeping it real from the beginning will help the bond between you both go further, and grow stronger.

About the author: Danielle Alvarez launched The Bonita Project in 2018, and since its introduction to the industry - she infuses creative, nontraditional ideas while being unapologetically Latinx. The proud Peruvian-American is drawing from her bicultural experience to make sure she keeps breaking barriers between general & multicultural markets.

,

How One PR Agency Founder Uses Mentorship Tactics To Get the Best Results for Her Clients

,

Working in public relations has been one of the most fulfilling experiences for me. I started my career almost 11 years ago, and I have to say, I’m not the same person I was back then. Not only have I grown as an individual, but also as a business entrepreneur, picking up knowledge along the way.

In the first eight years of my career, I worked for a notable PR agency based out of New York City. It was there that I was inspired to launch my own agency, as my passion for helping and amplifying small businesses, specifically BIPOC-owned ones, grew. I saw the need for these businesses to get as much help and attention as big corporate brands, so I ventured out to start The Bonita Project and do that. 

As I slowly built my client roster, I had the pleasure to work with some of today's most popular Latinx- and Black-owned brands, such as Alamar Cosmetics, Second Wind, Pholk Beauty, Valdé Beauty, and many more. My role as a business entrepreneur and a PR consultant turned me into a mentor of sorts, and I now mentor clients and service their PR needs, while stimulating their growth as individuals and fellow business owners. Here are some of the tactics I used to help my clients achieve success in their own journey.

1. Set shared goals

Upon signing with a new client, set a list of business and personal goals. How do they want to grow their business exposure? How about their mission and image as a new business owner? Let them share their dreams (even if they may seem sky high). Let’s face it, we all have these ambitious dreams for ourselves. 

I always ask new clients what brands they aspire to be like. Who do they follow closely on social media, and what public figure do they see as a role model? We then work on a list of shared goals together, followed by a PR strategy! 

2. Listen and support 

Always lend an ear when they have a question or need advice on something, even if it's not entirely PR related. While we know "time is money," my relationship with my clients isn't always transactional. As a small business owner, I want to make sure they can confide in me and share their ups and downs, and even their work struggles. We usually come to a resolution together, while talking through their feelings.

3. Be their number one cheerleader 

Root for them and share words of encouragement, whether it’s a comment on their social media or a quick text after they’ve finished an interview. There have been many times when clients wrap up an interview, and tell me they did horribly or didn’t feel as confident. Boost their confidence by showing them that you care and plug in some tips for improvement if needed. There is always room for improvement, and our small business clients recognize that. 

4. Set them up for success 

This brings me to my next point. You always want to come prepared and ensure you’re setting your client up for success, while clearing their head of any doubts. You can boost their confidence with media training or practice sessions on how they should handle a press interview. Let the client take notes and you’ll see them improve each time.

5. Challenge them to step out of their comfort zone 

If there's something about me, I constantly challenge our clients with perspective. As the PR and marketing industry continues to evolve, so does today's consumer. And while some brands may be stuck on doing things the traditional way, I usually come in and challenge the client to stir things up a bit. 

My team and I introduce creative ideas, and new influencers and voices to partner with, but sometimes brands will think it's a bit too risky or "not on brand." I usually believe otherwise and give them more context as to why this idea would make sense. Apply the “it doesn't hurt if you don't try it" mentality, and they’ll see the growth. All it takes is being confident in your ideas. You're the expert and more tapped into the industry than the client. 

6. Keep it real 

There will be times when the client says or proposes an idea that doesn’t sit well with you, whether it goes against your values or you don’t think it’ll be well received. Keep it real and tell them what you are thinking. Keeping it real from the beginning will help the bond between you both go further, and grow stronger.

About the author: Danielle Alvarez launched The Bonita Project in 2018, and since its introduction to the industry - she infuses creative, nontraditional ideas while being unapologetically Latinx. The proud Peruvian-American is drawing from her bicultural experience to make sure she keeps breaking barriers between general & multicultural markets.

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3 Content Repurposing Steps To Boost Your Marketing Game

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It’s a tale as old as time (digitally, speaking) – a hard-working business owner and content creator extraordinaire, looking to work smarter and not harder… 

Ah yes, I’ve heard it time and time again (no pun intended). And the truth? It is possible to minimize your content workload, if you know how to maximize your current assets. Now, I’m not talking about the shiny baubles in your drawer or the wheels parked in your “reserved” spot at the office. No. I’m talking about all of that content you’re cranking out, day in and day out, jumping out of one content meeting and into the next Zoom room, quite literally trying to reinvent the wheel! 

This can be so draining on our creative juices, not to mention a complete energy suck. 

So instead, try this.

1 Consolidate content planning meetings (and become biz besties with the voice note)

Unless you’re launching a new product, monthly content strategy meetings are more than sufficient. Spend an hour with your team, or whoever supports you with content (even if it's just you!) and nail down one main idea of focus for that month. 

This should be a general idea of something you feel expert in and also comfortable talking about – something that’s multi-faceted enough to speak on in a variety of ways. This is also the time to start thinking about where you feel the most confident in showing up to talk about your topic of choice. 

Are you a writer? Great on camera? Or is Clubhouse more your “scene?” 

In the interim? “Siri, record it!”

2 Figure out where you want to show up

In the social media golden age, it can be downright overwhelming trying to decide, “Instagram? No, Tik Tok. But wait, what about Youtube??” 

Some of you may have a solid understanding of who your customer or ideal client is, and millions of kudos to you if you do – that is a huge weight off of the marketing shoulders if you know your person(s). 

If you don’t know your target audience yet (like most business owners starting out), that's ok! Take what you do know, and start slow. My advice is to focus on the big 3 – a video or audio platform, a long-form written avenue, and then a social media platform of choice. 

That could look something like this:
1. Youtube > 2. Email Newsletters > 3. Instagram or 1. Podcast > 2. Blog > 3. Pinterest 

The idea here is to focus first on the platform that would require the most energy to create that first main piece of content – in my example, either a Youtube video or a podcast episode. Then, break that initial finished content piece up into smaller slices, say four weekly emails or a bi-weekly blog. And finally, take that secondary piece of sliced up content, and break it up into even smaller bits, say 2-3 posts each to Instagram or Pinterest.

Bonus tip: Send those audio notes out for transcription! Or, download the Otter app. 

3 Map it out 

Whether you’re a project management software geek (oh, hey there!), or you go gaga over spreadsheets, mapping out your process is key. 

My absolute favorite place to create and maintain content plans is Airtable. If you’re not familiar with it, it’s like a Google sheet on steroids. It’s very user-friendly and a great way to share content across a small team. You can literally house your entire marketing strategy here. 

This is a great way to also track your analytics and see what’s working and what’s not, so you can pivot when necessary and refocus energy into a possible new place (hmm, maybe Tik Tok is the way to go after all…)

If you’re still not convinced why repurposing your content is the cat’s pajamas, just think about how much time you’ll save NOT creating new content, and where you could be focusing that creative energy instead. Perhaps creating new offers? New products? Building up partnerships? Or maybe even reinvesting in yourself with additional education. 

If you need a content strategy that puts you ahead of your content, be sure to check out copy.edit.design, your one-stop shop for all things content. 

About the author: Emily Oberman is a writer, visual designer and founder of copy.edit.design., a creative studio helping content creators amplify their brand visibility through content repurposing strategies, systems & organization. You can follow her on Instagram @copyeditdesign.

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3 Beginner-Friendly Tips to Take Product Photos at Home

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Whether you’re a budding photographer hoping to hone your skills from the comfort of your own home, or a busy solopreneur in need of some killer imagery for your marketing strategy, your product photography skills have to start somewhere. 

Generally speaking, learning how to perfect the art of product photography isn’t necessarily the easiest or most affordable task. Between the many educational resources available at your fingertips credit card, and the endless list of tools you may or may not need, learning how to take product photos that engage and sell can feel…overwhelming, to say the least. 

Today, we’re sharing 3 key tips to help you learn how to take product photos right at home! Because if we’re honest, good product photography is good product photography - with the right set of skills and strategy, you’ll be able to achieve stunning photos without the addition of a brand new studio or fancy tools and props. 

(Think of those as nice-to-haves, but not have-to-haves, okay?)

#1 Pick your at-home shoot location with space and light as your determining factors

Space and light are the two most important factors of any successful product photoshoot. You don’t necessarily need a large, spacious area for your product shoot, but make sure you have a clearly-defined tabletop, nook, corner or small area (5’x5’ preferably) of your home that offers you adequate space for your set.

Ideally, the space you choose will offer plenty of natural light, and large windows. You’ll want to face your photography set up towards the window, so the sunlight hits your products while you’re shooting. This method is the easiest and most cost-effective method (thanks, sun), but it does come with a couple of limitations: a more rushed shoot schedule, and potentially the necessity of spreading your shoot out over multiple days, so you can achieve the same lighting. 

That said, we understand that not every home has *perfect* product photography lighting. If that’s the case, we recommend trying to shoot in your backyard, or in a closed, safe community area. 

Shooting outdoors (in a safe space, of course) is almost always a good idea. Direct, outdoor sunlight can help you achieve stunning product photos and unmatched vibrancy. As an example, here are three photos we shot outside, in direct sunlight!

Now, if you don’t have access to adequate natural lighting or a flexible shooting schedule, we recommend adding strobe lights to your arsenal.

Not only will strobe lights help you to achieve the lighting you need from anywhere in your home, but they’ll also allow you to shoot on your own schedule, without worrying about rushing through your shoot in order to chase the sun. We’ve included an example of product photography shot with strobe lights by our friend @dianewithonen, below!

Master the art of creative product photography with Diane Villadsen

We also included a shot by our dear friends @helenkoker

#2 Create your go-to product photography toolkit

There are a few tools and items that every product photographer needs in their kit. These items, while fairly inexpensive, will allow you to shoot many kinds of product photography with versatility and ease!

Things to add to your product photography toolkit:

  • A table - a table can serve as a great flat surface, while keeping your products and props away from the floor. Try to aim for 3’x 4’ or larger!

  • Backdrops - seamless paper, painted plywood, fabric and foam board will go a long way in your product photography journey.

    • We personally love and live by _______ seamless paper. Click here to shop!

    • For fabrics, we recommend having velvet, satin and linen on hand. Those three fabrics will get you through a multitude of shoots and seasons, and can also be draped and used as beautiful backdrops. 

  • A backdrop stand - a good backdrop stand is essential in allowing you to swap out backdrops quickly and easily. If you don’t have a backdrop stand (nor the space to store one), you can always tape your backdrop paper to a wall!

  • A reflector - You’ll want to use a whiteboard to bounce light from one light source, to the other. For product photography, you can use a small whiteboard from any local art supply store.

  • A few key blocks and props - With the right combination of props and pieces, you’ll be able to achieve practically anything. Do your best to collect some key props and objects that you can mix and use across multiple shoots and projects!

  • Eye-catching florals - flowers are always a good idea. Whether you choose to use fresh or artificial flowers (or both), they tend to pair best with, well, everything.

    • Read our floral styling tips for photography here! 

    • Additionally, we recommend having a good floral frog handy. This will allow you to stand your flowers up or place them precariously without worrying about them drooping, falling over, or needing to be taped. 

  • Glassware and miscellaneous objects - Homeware items like dishes, glassware, vases and paper goods can translate beautifully on camera. We love shopping from Coming Soon New York, Hay Design and Poketo, but if you’re working with a limited budget, don’t be afraid to thrift. You can find some gorgeous vintage pieces that way!

  • A manicure - Both for self care, and also in case you end up needing to serve as the hand model for your own shoot! You can also ask a friend, roommate or partner to stand in for you - just make sure whoever it is has gotten a manicure ahead of time, so you don’t have to apply heavy edits in post-production.

If you have a newer iPhone (12 or 13, ideally), you might not necessarily need to invest in an all new camera when you’re just getting started. Your iPhone will serve to take beautiful product photos. So, save up the cash to buy a camera when the time is right!

By styling things well with adequate lighting, props and pieces, you’ll be able to cut down on the amount of post-production editing. Take the time to accumulate the tools and props you need to build a solid photography foundation, and you’ll be a pro in no time. 

Pssst! We also put together a larger 2022 Set Styling Tips + Tools Guide. Click here to access it.

#3 Build out your shot list and design your set ahead of time 

We can’t stress the importance of coming to your shoot with a plan and designed set enough. Your shot list and set design go hand in hand - your shot list will help you to better understand what kind of set you need for your shoot, and a pre-planned set will allow you to feel more creatively free on the day of your shoot. 

So, the more you plan, the better! Just remember to always leave yourself room (and grace) for some of those inevitable accidents you might encounter. You never know - some of our favorite projects and shoots were perfected by an unexpected twist or two.

3 steps to help you design your first set:

  1. First, ask yourself a question: what are you shooting? Depending on the type of product and the overall vibe of the brand or shoot, you’ll want to decide on the tone and feeling of the shoot and project. Are you going for ethereal? Funky? Vibrant? Muted? 

    From there, you’ll be able to determine which props, pieces and tools might be needed for the shoot and set. 

  1. When designing a set, you’ll want to make sure your product is always the focal point of the picture. So, plan your shot list and set with a product-first mindset, but don’t be afraid to play with colors that compliment or contrast to make your product stand out!

  1. Once you’ve prepped your set, make sure to put together a shot list so that you’re prepared to batch all of your shots in one session. In your shot list, you’ll want to make note of what kinds of shots you’ll take, and include any reference photos, mockups or inspo you find! Your shot list can be built out on something as simple as a Google doc. 

Speaking of reference photos, mockups are always helpful in creating the set of your dreams. Your mockup can be as rudimentary as a simple hand sketch, or it could include inspiration and reference photos you find on Pinterest. If you’re a photoshop pro, you could even photoshop your mockup image so you have a well-defined starting point for the day of your shoot. 

#4 Okay fine, we’ve got a bonus tip 

You know, we love a good BTS. Whether BTS footage is shared via still photography or short-form video, it can be a great way to show the before, during and after of your product photography shoots! 

So, our bonus tip? While you shoot, make sure to grab some BTS footage to share on social media, or via upcoming blogs. Your audience will thank you later. 

Your at-home product photos just became a Mood. 

Not quite ready to take our word for it? Allow us to recommend two incredible photography resources made by creators, for businesses and brands of all shapes and sizes.

Learn how to create a visual proposal, and define your shoot’s creative direction with Teresa Freitas.

Master the art of creative product photography with Diane Villadsen

Creating Hero image for brands with Color Collective

How to Get Better Results From Your Marketing Efforts (Without Spending a Ton of Money)

As an online business owner, one of the most important parts of your marketing strategy is your messaging. What you say to your ideal clients and customers (and how you say it) is just as key to your overall success as where you say it, which makes sense when you think about the fact that how we connect and communicate with other humans is through storytelling. 

Unfortunately, the “messaging” part of marketing is often overlooked, in part because it requires time and effort. It’s easy to set up an account on the social media platform of your choice or throw some money at paid-for ads, but it’s harder to actually dig into and strategize what you’ll spend your time saying to your audience once they’re sitting in the room. 

This is one of the most common mistakes online business owners and entrepreneurs make when it comes to their marketing: they spend A LOT of effort (and time and money) bringing in new leads to their business but they forget to take a minute to think about how they will convert those leads into actual clients or customers.

Which is where your messaging comes in. 

So, what do you need to be hitting on in your messaging to see more results, more revenue, and more impact from your marketing efforts? 

Here are three key things to lockdown so you see better results from your messaging.

1. Cultivate a strong brand identity.

In order to stand out from the crowd with your messaging (and let’s be honest: in the online business world, it’s BUSY), you need to first cultivate a strong brand identity. This means digging into and defining your core messaging aspects like your why, your mission, your values, and your beliefs. It also means shaping your story and putting into words what makes you different from all the other [insert what you do here] out there. 

These are the things that make you and your brand truly unique. By clarifying them, you’ll ensure that your brand identity and personality are completely aligned with who you are (which means your messaging will draw in your dream ideal clients who are actively searching for someone like you).

2. Optimize your offerings.

Your offer is more than just the thing you’re selling. It’s how you change your client or customer’s life. But in order to convert the browsers into buyers, you need to make sure that the messaging and copy around your offer is telling them everything they need to hear to be ready to buy.

This means diving into things like understanding where your ideal clients are right now so you can make sure that your offer is exactly what they want and need, seeing what others in your niche are offering so you can position your offer as different (and better), and then clarifying the core aspects of your offer from a messaging perspective. If you can understand exactly who it is for and what big transformation it will bring them, you’ll be able to create the kind of messaging and copy you need to see great conversion rates and results from your funnels.

3. Create a scale-worthy strategy.

In order to achieve anything in life or business, you first need to have a plan. When it comes to your messaging and marketing, I call this creating a scale-worthy strategy. This is where getting clarity on things like how to share your vision with your team, what kind of content you need to be sharing to prime your audience, and what your big goal map for your business actually looks like comes into play. 

When you have a strategy like this, it means sustainably scaling your business will be so much easier, and it means you can finally stop spinning your wheels thinking you need to be doing all the things and being everywhere in order to achieve your goals. A simplified strategy that is focused on building your authority, creating real connections with your audience, and crafting impactful messaging is way more effective than throwing spaghetti at the wall or copying what your competitors are doing (top tip: do not do this. You want to stand out in your industry so that means zigging when everyone else in your niche is zagging).

So there you have it, three things you can start working on today that will allow you to create the kind of messaging strategy that will bring better results from your marketing and get you closer to your business goals.

About the author: Ciara Gigleux is CEO and chief copywriter at The Copy Atelier, a boutique copywriting agency for online business owners and CEOs that specializes in pairing conversion copywriting with a high-impact strategy for maximum results. She’s also the host of The Copy Coach podcast. She is (slightly) obsessed with all things messaging, marketing, and copywriting, and the main mission of her business and podcast is to help entrepreneurs use their copy and messaging to cut through the noise, stand out online and maximize their results, revenue and impact. Find her on Instagram and Clubhouse @ciaragigleux.

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Tips to Building Your Brand's Personality Online in 2022

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One of the main ways as a brand that you can differentiate yourself from your competitors is by developing your unique brand personality. Often described as a set of characteristics that shape the way new and existing customers feel about a brand, your brand personality should be consistently executed through every single communication touchpoint. Think about how your brand behaves, what it looks like and what it says.

With increasing channels of online communication, many companies have found it difficult to align all their messaging with their defined brand personality consistently. In 2022, it will be more important than ever to make sure that your unique brand personas shine through so that you can genuinely connect with your audience.

Would you have dinner with your brand?

Think about your brand as a real person. Is your brand the kind of person that you would invite over for dinner? If your answer is no, it might be time to go back to the drawing board to redefine your brand personality. And if your answer is yes, think about if your customers would also be friends with your brand. Find out what your customers value in their friendships and how you would communicate with them.

At Elevate My Brand, we have noticed that some companies really miss the mark when it comes to maintaining their brand personality on their social channels, for example. Here are some tips that will help you maintain a strong brand personality online.

#1 Find Your Friends

No, we’re not talking about the iPhone app. In order to build an effective brand personality, you must put your audience first. This means you will need to get to know your target segments on a personal level. Find out their opinions, their attitudes and their interests. Your main goal while developing your brand personality should be to align with your customer’s preferences. We encourage our clients to personify their primary, secondary and tertiary audiences. These hypotheses, especially in the early days of building a brand persona, should be tested and iterated on throughout the lifespan of the brand. It is the most efficient way to ensure that whatever messaging is created for a campaign will resonate. If your business is new (or you want to change or redefine your segments), your goal should be to really get to know your audience. The best way to do that? Ask! Whether this is a digital survey or social poll, try to ask nuance questions that will help you datafy even the most creative conversation.

For example, if you are trying to determine if one of your brand’s top qualities should be sophistication, pose questions to see if your customers actually value that quality in your brand. One way to phrase this question would be: What qualities are most important to you for our brand, and then offer a multiple choice response. That will allow you to move forward with confidence knowing you are communicating appropriately based on real-time consumer feedback. That’s extremely powerful and is what builds brand loyalty.

#2 Craft a Moral Code

Once you learn about your audience, you should align their values with your marketing campaigns. In 2022, consumers will be more inclined to purchase from brands that speak to their beliefs. In fact, 61% of consumers want retailers to take a stance on social justice issues. After you find out what social justice issues your customers care the most about, match those with the social impact that is authentic to your brand. But be careful, consumers are smarter than ever and can sniff out BS performative campaigns like a bloodhound. Don’t be that brand. We believe corporate social responsibility should be table stakes for a brand these days but it must be 100% real.

Whether your brand reposts content online that aligns with your brand personality or creates original content and campaigns, it’s important that you act on these beliefs. In other words, you can’t just talk the talk. Whether you show your brand values by educating your employees or donating to a cause, it’s important to back your words with actions. Be transformative not performative.

#3 Be Social

After you figure out what and how your brand communicates your values, determine where your brand is sharing. Don’t try to be everything to everyone. That’s a recipe for a marketing disaster. You should only use the social platforms where your target audience is and double down there. For example, if you have a supply chain company, there is real reason to sign up for TikTok unless that’s really where your audience is and you think your brand can create good consistent content there. But, as long as you’re using the platforms that your audience uses and that also aligns with your brand’s personality, your social channels should thrive.

Another consideration are the native tools that your chosen social media platforms offer. For instance, if you have a younger target market and you want to increase engagement on Instagram Stories, think about the different ways that you can use the stickers available to help portray your brand’s unique personality. If you’re using the poll sticker, would your brand ask silly questions or would your brand ask more serious questions? Are you using emojis? R u using abbreviations? Take time to think about the ways each of your brand’s online interactions characterize your brand’s personality and create a guide that would appeal to your audience in the new year.

There is truly no wrong brand personality as long as it does no harm and attracts the customers that you are looking for. After all, 95% of consumer purchasing decisions are based on feelings instead of logic, which is all the more reason for you to do your best to make sure that your brand personality feels “right” to the right people.

Taking the time to do the research and planning that will help build your brand personality might seem daunting with the impending new year. If you need support, Elevate My Brand is currently offering Digital Mindmap sessions that can help frame your brand personality for 2022. Contact us here to set up a meeting today!

"Your main goal while developing your brand personality should be to align with your customer’s preferences."

About the author: With a J.D./M.B.A. from Rutgers University, Laurel Mintz has created an agency serving both startups and blue chip global brands like Facebook, Verizon Digital Media Group, PAW Patrol and Zendesk. Laurel sits on the Board of Directors for NFTE (Network For Teaching Entrepreneurship), the Women Founders Network, and the UCLA Restaurant Conference. She is a mentor for The Women's Global Leaders Initiative and advises LAVA (Los Angeles Venture Association). Her published work can be found in Entrepreneur, USA Today, The American Marketing Association and C-Suite Quarterly Magazine. Laurel and the agency have recently won the W3 Silver Award for the PAW Patrol Road Patrol Campaign, the 2017 Patrick Soon-Shiong Innovation Award, the LABJ Women in Business Award, Comerica and LA Lakers' Women's Business Award, amongst others.

Featured image: Color Joy Stock

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Grow On: How to Double Your Revenue With Elyce Arons, Co-Founder and CEO of Frances Valentine

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ABOUT THE EPISODE

Doubling your revenue is no easy task. 

You need to set well-defined goals, create meaningful connections with your customers, and discover new distribution channels and marketing opportunities.

Which is something that Elyce Arons knows a thing or two about. 

In the midst of a pandemic that has pummeled the fashion industry, the former Co-founder of Kate Spade has led the luxury lifestyle brand Frances Valentine to double (!) its revenue. 

Needless to say, I can’t wait to chat with Elyce about how she’s grown the brand exponentially, including the old-school marketing strategy she tapped into to increase the brand’s sales by 40% (!).


EPISODE TOPICS

  • Her Second Act: Building Frances Valentine

  • Adapting to the New Online Retail Space

  • Why She Recommends a Mix of DTC, Wholesale & Retail

  • Why Pop-Ups Are the Best Way to Test New Markets

  • The Importance of Regional Retail Spaces

  • How She Doubled Her Revenue During the Pandemic

  • Where She Puts The Majority of Her Marketing Dollars

  • What She Pulls Inspiration From In The Design Process

  • Her Predictions on Major Fashion Industry Shifts


RESOURCES

  • To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)


LISTEN TO THE EPISODE

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4 Digital Strategies To Watch If You're a Small Business Looking for Big Growth

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E-commerce has undergone a significant transformation in recent years, with the rise of more personalized, convenient, and engaging ways of shopping. eMarketer estimates that e-commerce sales will reach $6.39 trillion by 2024. However, the question remains: What's next for online retail innovation?

To get some answers, we turned to Karen Behnke, beauty industry veteran, expert in sustainability, and founder of Juice Beauty. In a recent interview on WorkParty, Behnke shared her insights on the future of e-commerce, and why she see’s it as one that's driven by personalized experiences and technology that enhances the customer journey.

Ahead, she highlights four emerging strategies that she believes will be game-changers for small businesses looking to drive growth.

1. Live shopping

Live shopping combines the power of video with the engagement of a live event to build deeper connections with customers and drive sales in competitive marketplaces. It's also a great way to build excitement while assessing interest and taking feedback in real time.

Recently Juice Beauty dipped its toe into live shopping by partnerning with Reach TV, the largest in-airport TV network, to launch a new shoppable video series titled Beauty on the Fly and featuring guests like Kate Hudson. "The early results look good," Behnke says. "It is driving traffic, and it's only been running for barely a month."

2. Artificial intelligence

AI-powered tools can help personalize the customer experience, automate repetitive tasks, and help business owners gain valuable insights into customer behavior. Juice Beauty recently upgraded to Shopify 2.0 to start working with new technologies like AI. "It was a big deal for us and our digital team,” says Behnke. “The capabilities for our customers are so much more rich.”

3. Video

Behkne also sees video as a tool that should be used across all channels to make content more engaging and informative. She believes video is the best way to showcase products and brand personality in ways that text or images can't do alone.

4. Digital partnerships

Juice Beauty launched 17 years ago as a retail-only brand focused on in-store activations. Today, its products are available on Amazon Luxury, Ulta.com, as well as Sephora.ca. And Behkne says brand partnerships like these with retail stores that have strong digital capabilities proved to be a smart way to expand reach and tap into new markets.

"Juice Beauty has been a [brick-and-mortar] retail brand from inception, so it was a little bit harder," says Behnke. "But, we're talking with our major retail partners about everything digital. Our team is doing a great job of moving more and more into the space."

Discover more small business technology solutions and digital beauty marketing tips by tuning into this week's episode of WorkParty.