Contributor

by Christena Garduno, chief executive officer of Media Culture

Growing customer loyalty is more important than ever these days. Consumers are feeling twice as pessimistic about the economy, and they are being extremely careful when making decisions to spend their money. For this reason, it is vital that brands do everything they can to stand out from the competition. Proving to consumers that they can trust your brand is a solid way to remain a top choice for your target audience, as brand trust is an essential factor in consumer decision-making. If trust is lost, customers are less likely to give you the benefit of the doubt and more likely to be critical — and in our digital world, a critical perspective can be shared wide and far with just a few clicks.

Consumer expectations are also rapidly changing, which means keeping a finger on the pulse of those expectations is vital to building a positive brand reputation and growing customer loyalty.

Building a Positive Brand Reputation

 A solid brand stays true to its identity. During periods of rapid growth, it can be hard to keep a brand consistent, but even when adapting to change… the main focus should always be on the brand’s core values. Commitment to your brand’s mission and values will help control consumers’ perception of your company across all channels. Whether it’s your website, advertisements, marketing materials or social media platforms — all channels should offer a unified look and voice. Brands that stay true to their identity foster stronger customer relationships and ultimately drive consistent long-term sales.

Another way to elevate your brand reputation is through thought leadership. Thought leadership opportunities provide access to educate existing and new customers by sharing information on different outlets that is relevant to their interests and unique to your brand. Thought leadership content can live permanently on your website and can also be leveraged in your email marketing, lead generation campaigns or throughout other parts of your customer’s journey. When considering thought leadership opportunities, remember that your unique insights are not limited to your products or services. Company values, growth strategies and more can all be leveraged to create impactful thought leadership. As an added bonus, off-site thought leadership content that includes backlinks to your website also improves your overall SEO ranking potential.

For a brand to be authentic and effective externally, it must also be authentic and effective internally. Leaders must bring the brand’s promise to life internally through their company values and then create the alignment needed to effectively manage external promises as well. When brands create a culture where living the values is part of the job, employees will become their greatest advocates. Customer experiences will also improve when they witness your employees living your culture, as those customers will become great advocates for your brand as well.

Keys to Earning Trust and Growing Customer Loyalty

To encourage consumers to commit to your product or service, your brand must be worthy of trust. When customers do not trust a brand, they will start looking for other brands that demonstrate the authenticity they are seeking. To gain the trust of consumers brands must be transparent, open and honest with them. Creating ways to engage with your customers is a great way to show full transparency. For example, invite customers and followers along for an exclusive virtual tour via your social media platforms or invite them to shadow your company’s CEO for a “day in the life”.

Consistency is another key to growing customer loyalty. Consumer confidence increases when consistent results are produced, therefore it is critical to ensure that customers recognize the delivery of the promises your brand is making. This requires proactively shaping your key messages and communications throughout the customer journey. Never promise what you can’t deliver.

To grow the trust and loyalty of both new and existing customers, the goal should be to provide the best possible experience from the moment they first land on your website or enter your place of business, to after their purchase has been made. While some capture brand intent in their advertising, many ignore it in delivering customer service — and helping customers step by step along their journey shows them that you truly care about them. Sharing case studies is an effective way to gain consumer trust as they highlight how your brand has helped others succeed or solve a problem.

At the end of the day, building customer trust is relationship building. The same as any relationship, it takes time and effort to first establish trust. Once that trust is established, brands must make an ongoing commitment to invest in their customers. In doing so, brands are sure to see more loyal fans and a boost in sales!

 

Christena Garduno is chief executive officer of Media Culture, a multichannel brand response media agency that drives growth for global clients with innovative and performance-driven media campaigns. She is a member of Forbes Agency Council and the recipient of an Echo Award for her work with Turbo Tax.

by Rutuja Katkar

A NetSuite implementation partner is a third-party service provider specializing in helping businesses implement the NetSuite Enterprise Resource Planning (ERP) solution. These partners work closely with companies to understand their unique requirements and customize the NetSuite solution accordingly. They bring expertise in NetSuite’s technical capabilities and implementation methodologies, ensuring a successful and efficient implementation process. Additionally, NetSuite implementation partners provide ongoing support and maintenance services to help businesses maximize the benefits of their NetSuite investment.

Choosing the right NetSuite implementation partner is critical for the success of your ERP implementation project. Here are some reasons why:

1. Expertise and experience: NetSuite implementation partners bring years of experience and expertise in implementing software in various industries. They understand the software’s functionalities, best practices, and potential challenges, which can significantly reduce the risk of errors and delays during the implementation process.
2. Technical capabilities: NetSuite implementation partners deeply understand the technical capabilities of NetSuite and its add-ons. They can help you customize the software to your business needs, integrate it with your existing systems, and optimize it for performance.
3. Project management approach: NetSuite implementation partners have a well-defined implementation methodology that can help manage project timelines, budgets, and scope. They can communicate clearly and report throughout the project, ensuring you stay informed about the implementation’s progress.
4. Support and maintenance: NetSuite implementation partners provide ongoing support and maintenance services after implementation. It can include training, troubleshooting, and system updates to ensure the software continues to meet your business needs.

Choosing the right NetSuite implementation partner can help ensure a successful implementation that meets your business requirements, stays within budget and timeline, and delivers the expected ROI.

Questions to Ask Before You Hire a NetSuite Implementation Partner

Before hiring a NetSuite implementation partner, you must ask questions to ensure that your chosen partner fits your business needs.

Here are some questions to ask:

1. What is your experience with NetSuite implementation?
2. Can you provide examples of past successful deployments?
3. Do you have experience working with businesses in our industry?
4. What is your team’s expertise in NetSuite?
5. Are your consultants certified in NetSuite?
6. How many years of experience does your team have in implementing NetSuite?
7. How do you communicate and collaborate with clients during the implementation process?
8. What is your approach to keeping clients informed about project progress?
9. How do you handle any issues or challenges that arise during the implementation?
10. How do you ensure the implementation project is delivered on time and within budget?
11. What is your approach to project management?
12. Can you provide a detailed timeline and budget for our project?
13. What is your approach to data migration?
14. How do you ensure that data is migrated accurately and securely?
15. Can you provide examples of successful data migrations?
16. How do you handle customization requests?
17. What is your approach to customizing NetSuite for our business needs?
18. How do you ensure that customizations do not negatively impact system performance or reliability?
19. What training and support do you provide after the implementation?
20. What is your approach to user training?
21. How do you provide ongoing support after the implementation is complete?

If you ask these questions, you can make sure your NetSuite Implementation partner that you select has the knowledge, experience, and method to make your business successful.

Key considerations and challenges faced while NetSuite ERP Implementation and how NetSuite implementation partner can help

NetSuite ERP implementation can be a complex and challenging process for businesses. Here are some key considerations and challenges that companies face during the implementation process, along with how a NetSuite implementation partner can help:

1. Data Migration: Data migration involves transferring data from a legacy system to NetSuite. It can be challenging as the data needs to be cleaned and validated before it is migrated. A NetSuite implementation partner can help by providing data migration tools and expertise to ensure data is migrated accurately and securely.
2. Customization: NetSuite is a highly customizable system, and businesses may need to customize it to meet their specific needs. It can be challenging as customizations can impact system performance and reliability. A NetSuite implementation partner can help by providing expertise in customizing NetSuite and ensuring that customizations do not negatively impact system performance or reliability.
3. Training and Support: After the implementation, businesses must train their users to use NetSuite and provide ongoing support. It can be challenging as users may resist change or need help with the new system. A NetSuite implementation partner can help by providing user training and ongoing support to ensure that users are comfortable with the new system and can use it effectively.
4. Project Management and Delivery: NetSuite implementation can be a complex project that requires careful planning and management to ensure it is delivered on time and within budget. A NetSuite implementation partner can help by providing project management tools and expertise to ensure the project is delivered on time and within budget.
5. Communication and Collaboration: NetSuite implementation requires close communication and collaboration between the implementation partner and the business. It can be challenging as both parties must work together to ensure the project’s success. A NetSuite implementation partner can help by providing clear communication channels and collaboration tools to ensure that both parties are on the same page throughout the implementation process.

By working with a NetSuite implementation partner, businesses can ensure that the implementation process is successful and that they can fully leverage the power of NetSuite ERP to improve their business processes and operations.

Rutuja Katkar is a highly motivated marketing professional with a passion for exploring different aspects of the field. She has a strong interest in reading and researching new strategies to keep up with the ever-evolving marketing landscape. She’s constantly on the lookout for creative and innovative solutions that exceed expectations.

by Amri B. Johnson, CEO of Inclusion Wins and author of “Reconstructing Inclusion: Making DEI Accessible, Actionable, and Sustainable“

On the surface, meritocracies seem beneficial to organizations. In reality, they hurt your most vulnerable employees. Everyone has merit; everyone deserves dignity. Rather than run your organization based on merit, try anchoring on people — on the boundless potential of one another. This will unleash the potential of all your employees — not just a select few.

Systems based on meritocracy won’t help everyone make the meaningful contributions they are capable of. But when leaders empower everyone to thrive — not just “top performers” — all employees can deliver their best work.

So what should organizations do to get the outcomes they desire? Here are some tips to help you deconstruct the myth of meritocracy and make your organization fairer and more inclusive to all.

Start by asking important questions about meritocratic-oriented systems.

When you’re separating the ideal (meritocracy) from the reality of how it’s been practiced, it’s important to reconsider the notion of how it has served the people in your organization. For example: Has the ideal of meritocracy helped people thrive? If yes, who has it helped (more or less)? Where does it serve or hinder our mission? Does our current perception of it help us create a generative culture? If yes, what is the evidence of this outcome?

Look for meritocratic ideals everywhere (and root them out).

You might discover these ideals masking themselves in people’s preferences, organizational traditions, or what is expedient. In these cases, question whether decisions made from systems designed for meritocracy are clear, consistent, and caring. If they are not, inequity is likely in process or being reinforced in the organizational mind.

Believe in the potential of your employees — all of them.

As DEI pioneer Michael Hyter observed, nearly all employees are capable of high-level performance. Just because your employees haven’t reached the pinnacle yet does not mean that they won’t or can’t. Likewise, if you see an instance that your reports or peers drop in performance, don’t conclude that they have reached some imaginary ceiling that cannot be broken through. Consider in all cases that if they aren’t able to make a breakthrough in performance alone, that they can with the right help from their management and peers.

Likewise, be sure not to overload the “cream of the crop” with the lion’s share of the work. Spread the responsibility around, allowing all employees to share the load and have ownership over important projects. Of course you can help by figuring out everyone’s skills and putting people to work in areas where they shine. You will end up with far less burnout from your most productive workers while others have a chance to rise to the occasion and improve their performance.

Clearly define performance standards for employees.

Coach them to move toward these standards. Coaching should come from superiors, managers, and peers. Great teams get better together. Developing organizational capacity for people to be helpful coaches with one another will provide hefty returns.

Eliminate PIPs.

When an employee is ranked as a low performer, they are often subjected to a performance improvement process (PIP), which lays out everything that employee must do in alignment with the manager’s desires. PIPs are usually not about performance improvement, but rather a justification to move a person out while appearing impartial.

Instead of this punitive process, take a deliberate and formal approach, coaching the employee to develop and experience real growth. Check in formally and informally often. In your informal conversations, identify whom the employee could learn from and how they could refine specific skills. Find out how the employee is feeling and help them identify what they might do differently or whom they might engage with and learn from. For formal conversations, summarize their work, explore their engagement on projects, and discuss next steps.

Pay attention to whom you often promote.

If you are a person of influence and power in your organization, be aware of pushing your preferences if you tend to insist on candidates with similar backgrounds and pedigrees. By doing this, notice how you are undermining the very equity you are trying to create. What can you do differently?

Build an Inclusion System.

Meritocracies are exclusive by nature — they promote people who very often already have a leg up on everyone else because of who they are (and who they know). But an Inclusion System, Johnson’s framework that outlines the conditions critical to inclusion’s becoming normative, is there for the sole purpose of helping all stakeholders thrive and contribute their best to a generative culture and the organizational mission. It will empower everyone to perform at their best and have an opportunity to engage like never before.

At best, meritocracy is incomplete, and, at worst, it is dehumanizing. It benefits only some — those at the top. A human-centric approach is the clear path to transformation. When you support and believe in the potential of all employees, the gains become far more equitable, and people are finally able to show up as their best selves and give you their best work.

Amri B. Johnson is the author of “Reconstructing Inclusion: Making DEI Accessible, Actionable, and Sustainable“. He is a social capitalist, epidemiologist, entrepreneur, and inclusion strategist. As CEO/founder of Inclusion Wins, Amri and a virtual collective of partners converge organizational purpose to create global impact with a lens of inclusion.

by Valeh Nazemoff, founder of Engage 2 Engage and author of “Energize Your Marketing Momentum“

Many businesses are making a HUGE mistake when it comes to social media marketing.

They focus on the number of followers.

More followers means a wider reach, and that’s better for business, right?

Growing followers is a helpful metric, but only to a point. To see the best results from social media marketing, you need to focus on your call-to-actions (CTAs), not just on followers.

Let’s take a closer look at the importance of CTA in social media and how to make the most of your efforts.

Social Media is Essential for Marketing Momentum

As we break down in “Energize Your Marketing Momentum“, social media is a vital tool for marketing momentum. It’s one of the best platforms you can use to connect with your audience at every stage of the buyer journey. You can leverage social media in the awareness stage to introduce yourself to new potential leads, but you can also use it to nurture long-term relationships with existing customers.

But how can you determine if your social media marketing strategy is successful or not? A lot of brands consider the number of followers they have, and how much they are growing their follower base. The reason why a lot of companies focus on followers is that they see social media as a tool primarily for the awareness stage. It’s true, social media can help you get your brand in front of new prospects, so growing your audience can help.

But what happens after they follow you?

The benefit of social media doesn’t end with the awareness stage and new followers. In reality, you can (and should) post content that targets users in different stages. Some content is geared toward the awareness stage, but other content should be for the consideration, decision, and advocate stages.

When creating content for various stages, getting followers is not always the goal. It’s great if you can get new viewers to follow your account, so you can use the upcoming content to move them through the buyer journey. But after someone is already following you, there are more important ways to ensure value.

Call-to-Actions are Key

What should you focus on, if not followers?

Instead of focusing on only generating followers, brands must prioritize their social media calls-to-action (CTA).

Why?

That’s how you can best use social media to drive the desired action. Note, the desired action is not always a purchase. If you’re sharing a post about a free checklist to appeal to those in the consideration stage, then your CTA would direct them to download the checklist.

Including CTAs on every social post helps encourage users to complete the preferred action. Depending on the stage the content targets, the actions could include:

• Visiting your website
• Clicking on a landing page
• Downloading something
• Booking a call
• Leaving a comment
• Sending you a message
• Sharing the post
• Completing a form

The goal of the CTA is to help propel the target prospect throughout their buyer journey. Therefore, the CTA should align with what you want prospects or customers to do in that stage. Think about what the next action step would be if you had connected via email or phone instead. Then, turn that next step into a valuable CTA.

Adding a CTA to your social content is a meaningful (and straightforward) way to drive prospects to the next step. Telling people what you would like them to do is the easiest way to increase the likelihood that they complete the action.

CTA Tips for Social Media

Generally speaking, social media posts are short and punchy. You don’t want to add a long, drawn-out CTA that will lose your audience. Instead, you need effective CTAs that drive your desired actions.

Here are some helpful CTA tips to keep in mind for social media content:

• Use action words
• Tie the CTA to the content (it should be relevant to your post)
• Make the action as simple to complete as possible
• Test different CTAs/words to see what resonates with your audience
• Mix it up. Don’t use the exact CTA every time
• Make sure the CTA is clear
• Be concise

Streamline Marketing Momentum with Automation and Delegation

Followers are not the most important thing for your social media strategy. While you want to grow a valuable audience, you ultimately want to use social channels to drive the desired results.

When it comes to social media CTAs (and the rest of your marketing momentum activities), automation and delegation are extremely valuable. Crafting compelling CTAs, creating social content, posting content, and engaging your audience all require time and expertise.

Trying to do all of this yourself is a recipe for disaster. It eats away at the time you can spend on core business activities and can drain the resources of your team as well. Handling all of the steps of marketing momentum, including social media and CTAs, can be a huge challenge for these reasons. By delegating to an external digital marketing expert company, you can free up internal resources while still driving your marketing momentum.

Improve your social media marketing efforts today by focusing on CTAs. Leverage automation and delegation to streamline the process and boost productivity.

Valeh Nazemoff is an accomplished speaker, bestselling author, coach, and the founder of Engage 2 Engage, a digital marketing services company. Her books, Energize Your Marketing Momentum (2023), Supercharge Workforce Communication (2019), The Dance of the Business Mind (2017), and The Four Intelligences of the Business Mind (2014) aim to help businesses create order from chaos.

 

by Eric Watkins, president at Abstrakt Marketing Group

Running a business is hard. As a business owner, you’re responsible for creating strategies, meeting quotas, managing finances, and countless other stressful and time-consuming obligations. Unsurprisingly, getting involved in the local community often falls to the bottom of the priority list.

But have you ever considered how your business could benefit in the long term from investing in your community? Dedicating your time, energy, and resources can benefit your business more than you might think.

Why Is It Important to Give Back?

No matter the size, every business is a valuable part of the community in which it operates. Your contributions matter and they reveal more about your values than any bench sign or billboard ever could.

Giving your staff opportunities to volunteer and give back communicates to everyone that your company doesn’t just care about increasing profits. This message goes a long way, which is why 47% of U.S. companies already offer some kind of volunteer program for employees. When giving back becomes a priority, you boost staff morale, increase retention, and promote team building outside of the office. Hello, good rapport!

Creating a strong business culture of community participation is also important. Not convinced? It’s free — yes, free! — positive publicity. As a good business owner, you strive to have a positive impact on your customers’ lives. Giving back to the community, whether through monetary donations or volunteering your time, will optimize your public image.

Community investments also lead to fantastic networking opportunities. Volunteering makes you an active part of the community, not just a passive constituent of it. You might even come face-to-face with your customers. This all helps build strong relationships with other businesses and increases engagement with customers. You never know when these connections will help you down the road or lead to client referrals.

Community helps community. When you invest in your local organizations and municipality, your business will reap the rewards.

Where Should You Begin?

Now that you know the benefits of giving back, you might be eager to put a plan into action. Here are a few ideas to get the ball rolling:

• Create a charity matching program. To encourage your employees to donate to causes they care about, consider matching their charitable contributions up to a certain dollar amount.
• Offer charitable leave time. Give all employees a set amount of leave time to volunteer in their communities. To promote participation, you could enter employees who record their volunteer hours into quarterly drawings.
• Make a company holiday dedicated to giving back. Organize a day where everyone in the company spends working hours at a nonprofit instead of the office. Your staff will feel fulfilled and refreshed coming back to work.
• Donate to a local organization or nonprofit. Financial support can go a long way for local organizations. Find a local cause that aligns with your business’s values or mission.
• Support a local sports team.If you donate to a local sports team, its participants will likely display your logo or business their equipment, field, or court. This promotion builds credibility with local customers.
• Sponsor a local race. Communities love a 5K, and there is probably an annual race in your area in need of a new sponsor. You could donate money directly or encourage your employees to volunteer or participate.

Use these ideas as inspiration for other volunteering opportunities. Ask your staff about the organizations they already know and support. Whether by writing a check or giving time, businesses that volunteer focus on what’s most important: helping their communities. Leaders who recognize this stand to build better businesses, stronger communities, and more meaningful legacies.

Eric Watkins is president at Abstrakt Marketing Group, a business growth company that provides lead generation solutions. He also brings his ten years of sales and marketing experience to co-host The Grow Show Podcast, which makes it easier for entrepreneurs and leaders to grow their businesses. In 2018, he earned Workforce Magazine’s Game Changer award, and in 2022 he was honored as one of St. Louis’s 100 Titans.