3 social media ideas to increase conversion

By Samantha Garner | September 19, 2020

3 social media ideas to increase conversion

You’ve been diligent about keeping active on relevant social media channels, making sure your content is top-notch, valuable, and engaging to your audience. But how can you use it to increase conversion?

When your goal is to drive traffic to a landing page, online shop, or signup form, here are some social media ideas to increase conversion.

1) Make your landing pages mobile and user-friendly

Did you know that 69% of internet users use their phones for product research? Or that mobile web traffic accounts for approximately 53% of worldwide traffic? Making your landing pages mobile-friendly and as simple as possible will help deliver a great experience for mobile users – and can encourage them to investigate your business further. Focus on visuals, ease of use, and a clean, minimal design.

2) Keep your branding consistent all the way through your sales funnel

Imagine you’re scrolling through your feed and an ad from one of your favourite businesses catches your eye. You click on it, only to see a landing page that looks completely different from that initial ad. How many of you would assume you somehow ended up on the wrong page and leave? Keep your brand pillars in mind in every stage of the sales funnel to ensure your customers know it’s you, and to increase their confidence.

3) Try user-generated content in your social media

User-generated content, or UGC, refers to the content that’s created by a business’ followers or customers. For example, a video showing a customer using a service or a tagged Instagram or Twitter post displaying the product are forms of UGC. And, more than half of customers trust UGC over other forms of marketing. Being able to see other customers enjoying your product or service increases your business’ authenticity and trustworthiness. It’s the ultimate word-of-mouth! Check out Later’s blog post for ways to use UGC in your social media marketing strategy.

Check out GoForth’s online small business training for more great marketing tips!

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6 of the most important business skills

By Samantha Garner | September 12, 2020

small business skills

At GoForth, we created our small business skills training after surveying 200 successful Canadian entrepreneurs. We asked them which business skills made the difference between success and failure.

Here are six of the top skills Canadian entrepreneurs told us are vital to know, and which ones they were surprised they didn’t know.

1) How to manage a small business

Successfully managing a small business involves a lot of factors, but learning them can make all the difference. Good business leaders are teachers, learners and visionaries. Your team will look to you for motivation and guidance both direct and modeled.  Everything you do as a leader should focus on strengthening and improving your team. According to Bond Street Newsletter, the five essential skills for effective small business are: 1) Empathy; 2) Decisiveness; 3) Collaboration; 4) Planning; and 5) Support.

Read more about small business leadership.

2) Developing a business branding strategy

It’s important to develop a strong small business brand. This includes brand experience, identity, image, pillars, equity and delivery. Brand pillars are your business’ most important values and characteristics that you want to communicate with your branding. The brand experience should be engaging, welcoming, and encourage people to take action. Make sure your client’s brand experience is consistent, positive, and consistently positive!

Read more about brand pillars and brand delivery.

3) The importance of customer experience

Customer experience (CX) measures all experiences a client has with your business, whether it’s one transaction or several. Research shows, unsurprisingly, that customers do business with companies they like! I’s important that you know what your customers want and need.

Read more about CX.

4) How to build a small business financial plan

You don’t have to be a financial expert, but as the lead entrepreneur you really should know your important numbers inside and out. If you don’t know simple facts about your business’ profit, costs, or break-even, then others will lose confidence in your ability as an entrepreneur. This process should begin before you even start your business. While your business is running, keeping an eye on your financial plan will help you tweak your business model canvas, which will raise your confidence that you’ll run a profitable company.

Read more about small business financial plans.

5) Why creativity is important in business

Creativity is the ability to view the world in new ways, to find hidden patterns, to make connections between seemingly unrelated things and to find solutions. This conceptual combination is seen often in the history of some of today’s most unique product innovations. Don’t fall into the trap of thinking creativity = artistic talent – it’s more of a way of thinking than anything else. And it’s one that can mean success in your business!

Read more about creativity in small business.

6) Government compliance for small businesses in Canada

Staying on top of the Canadian government’s compliance can greatly improve your small business’ odds of success. There are income tax requirements, GST/HST requirements, rules for working with self-employed contractors, and documents and policies required if you become an employer. It’s not all doom and gloom, though. Government compliance can lead to benefits for you as an entrepreneur. For example, there are many tax deductions that self-employed entrepreneurs can make, as well as employees and commissioned sales employees.

Read more about government compliance for small businesses in Canada.

Are there small business skills you wished you knew before starting your entrepreneurship journey? To learn these, plus dozens of other vital small business skills, check out our online small business training!


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Small business blog posts we liked this week

By Samantha Garner | September 5, 2020

small business negotiation

Here are some of the interesting blog posts and news from around the world of entrepreneurship lately. We hope you enjoy these, and let us know if there is anything interesting you’ve read lately!

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What is brand delivery?

By Samantha Garner | August 29, 2020

brand delivery

Once you’ve created a great branding strategy, it’s time to express it in everything your business does – marketing, design, customer experience, everything.

Giving customers what they expect

One of the most important requirements of brand delivery is consistency. Be sure to reference your brand pillars and promises often to make sure you’re communicating them appropriately every time. When your brand has a distinctive personality and fairly consistent set of attributes, you’ll create and emotional bond and loyalty with your customers.

Consider some of the strongest brands in our society and what they represent — Volvo is known for safety, BOSE for its sound quality, and Apple for its innovation. Some brands have even developed so strongly that they become everyday words, like Google, Band-Aids, and Kleenex. While developing your brand, envision how you want it to be perceived in the marketplace and communicate that through all of your marketing efforts.

Add products and services strategically

Successful brands are often stretched too far, into unrelated or irrelevant markets, or undesirable variations of the existing product or service. Tread carefully – failed expansion efforts can dilute your brand and have a negative effect on identity and reputation. Examples include Jell-O’s launch of celery- and tomato-flavoured gelatines to be used in salads, Pepsi’s launch of PepsiAM — a cola to drink in the mornings, and Colgate’s launch of dinner entrees. Eeeew.

So how can you add products or services while remaining true to your brand? Consider Virgin, one of the largest and most well-known brands in the world. This company has expanded into many industries that are unrelated. However, Richard Branson, the company founder, has been very careful to ensure consistency and personality between these very different brand extensions. Although the company has expanded into completely unrelated industries, the Virgin brand has remained recognizable and successful.

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Creating your brand pillars

By Samantha Garner | August 22, 2020

brand pillars

Brand pillars are the most important attributes and principles that you want communicated through your brand — essentially who you are and what you stand for.

Examples of brand pillars

For example, a consulting company may base their brand on pillars like Quality, Experts, and Partners.

This company would make every effort to ensure that every visual element of the company — from colours, names, taglines, and all marketing productions — reflects these pillars. Since quality is one of the main brand pillars, this business must be careful to use the highest quality graphics, advertising, and media sources in order to communicate this pillar through their brand.

Consider what you would like to communicate to customers — are you professional or fun? Modern or traditional? Colourful or conservative? Be sure to provide consistency throughout all of your marketing activities in order to develop a clear, consistent and recognizable brand.

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