“What should I post today?” There are many small business owners who get exhausted from constantly agonizing over content topics. They want to post consistently, but their ideas run dry; it is common to post three items all at once one day only to give up entirely the following week. This is exactly when a content calendar is needed. It doesn't have to be a fancy tool. If you just follow the four steps below, you can easily set the direction for a month's worth of content. Step 1…

One of the most common mistakes made when first starting marketing is focusing solely on a single advertisement in front of you, without looking at the entire flow from the moment a customer discovers your brand until they make a repurchase. This flow is called the "Customer Journey," and if small business owners understand just these four stages, it becomes much clearer what they are currently lacking. Stage 1: Awareness. This is the moment a customer first becomes aware of your brand's existence. Social media, search,…

Have you ever started marketing but couldn't quite get a sense of whether it's working? You may post on social media every day and run ads, but it's bound to feel daunting without a standard to judge whether they are effective. Today, to help small business owners verify their marketing with numbers rather than intuition, we have summarized four key metrics you absolutely must check. The first of the four key metrics for small business owners: Reach…

While we are eager to bring in new customers, it is easy to put bringing back customers who have already visited on the back burner. However, in terms of return on investment, driving repeat purchases from existing customers is far more efficient than acquiring new ones. Today, we introduce three principles of retention marketing that even small business owners can apply immediately. A low repurchase rate is not due to a problem with the product or service, but mostly because there was no "reason to think of it again"...