Free On-Demand Webinar: How Chipotle Connects Corporate Growth with Social Responsibility


More than a year before the pandemic changed the way everybody wanted to consume restaurant food, Chipotle Mexican Grill was an early adopter of digital order-ahead drive-thru lines, well before other chains funded the infrastructure to prepare for the massive shift to off-premise dining. The company has been virtually unstoppable since food industry innovator and leader Brian Niccol became CEO in 2018. In this episode of our Leadership Lessons series, Comparably CEO Jason Nazar chats with Niccol on how Chipotle evolved during the pandemic and is continuing to be a brand with a demonstrated purpose, as it leads the way in digital, technology and sustainable business practices. Niccol will also share the most valuable lessons he learned from his executive roles with Taco Bell, Pizza Hut, and Procter & Gamble. Other topics include:

– The importance of investing in your people (benefits, development, growth, communication)

– Why it is critical to continue driving creativity, innovation and experimentation despite the economic or social environment

– Transforming food culture by serving food with integrity

– The connection between social responsibility and corporate growth

– Chipotle’s digital transformation – the intersection of food and tech

Complete the registration form below to watch now!

About the Speakers

Brian Niccol is Chairman & CEO for Chipotle Mexican Grill. Since he became CEO in 2018, Chipotle has received numerous global recognition and honors. Niccol himself has been placed on notable lists including Fortune’s ‘Businessperson of the Year’, Bloomberg’s ‘People who Defined 2019, Comparably’s ‘Best CEOs, and ‘Leader of the Year’ by Restaurant Business magazine.

Jason Nazar brings 15 years of experience as a serial entrepreneur, investor, and advisor to his role as co-founder/CEO of Comparably, a leading workplace culture and compensation monitoring site. Previously, he was co-founder/CEO of Docstoc (acquired by Intuit in 2013), one of the most visited content sites in the world with the widest selection of professional documents and business resources. 



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Getting online is easy. Succeeding online is a different story. You’ll need more than just a beautiful website to stand out these days. Online marketing solutions. Conversion-based web design coupled with a lead generating marketing plan, your online success is inevitable.

Who We Are

We are a team of consultants, vendors, graphics designers and development professionals who love partnering with good people and businesses to help them achieve online success.

What We Do

We’re focused on our craft and bringing everything we have to the table for our clients. We create custom, functional graphics, branding & content focused on converting your users into customers.

Why We Do It

Each of us loves what we do and we feel that spirit helps translate into the quality of our work. Working with clients who love their work combines into a fun, wonderful partnership for everyone involved.

The 5 Cs of Logo Design That Will Always Stand the Test of Time



6 min read

Opinions expressed by Entrepreneur contributors are their own.


How do you solve a problem like a boring logo? Let me tell you, uninspired logos are just the worst for a business that’s trying to grow. They don’t represent. They don’t carry their weight. They’re easy to forget, or they’re memorable for the wrong reasons.

Ultimately, they’re the exact opposite of what we want our logos to do for our brands.

On the other hand, each time that I begin the process of brainstorming logos for my ventures, I’m reminded of the vital elements that go into designing a logo that will stand the test of time. To make it as easy as possible to apply these points, we’ll call them the 5 Cs of logo design.

1. Character

Character comes to mind first in designing a great logo because of the importance of representing not just the brand, but the personality behind it.

I like to approach logos in the same basic way that I approach the construction of my companies. True, each venture that I launch can be traced back to me, so they embody some of the same qualities. But the purpose, goal, audience, and individual values of each venture differ. 

It’s the same with logos. Whether you’re creating logos for multiple companies using an umbrella theme, or you’re launching your very first venture, go back to the character behind the company. I think of it as trying to describe my brand as if it were a person. Likes and dislikes, quirks and unique traits, little details that add up. I’ve found this enormously helpful for deciding between individual elements in logo iterations. Is my brand the type of “person” who would have a mascot logo? Is it the type that would use a serif or a sans-serif? 

It’s vital to know the character of the brand in order to correctly frame the character of the logo.

Related: Understanding Your Brand’s Personality

2. Clarity

Nobody wants a logo that makes the viewer scratch their head and go, “Huh?” Unfortunately, that happens — poor choice of typeface or bad kerning can make the wordmark difficult to read. An oddball graphic choice could totally conflict with the personality of the brand. A logo that looks like it belongs to a children’s brand could completely lose the intended grown-up audience.

Clarity covers all of those, from the sheer function of the design to how easy it is to understand.

I always double-check the typeface that’s been chosen for my logos, ensuring that the font shows up well at different sizes and against different backgrounds. And it’s helpful to get feedback from others on the style and design of the graphic, just to make sure that it doesn’t look like something it shouldn’t.

3. Communication

Along with clarity, communication and accuracy of messaging are vital to make your logo a worthy representation of your brand. And it’s the design choices you make that will “talk” to your intended audience.

What’s interesting about the communication between logo and consumer is that every single aspect of the logo design contributes to the overall message. It isn’t just a question of the color you choose or the style of graphic — it’s also the shape of the logo, the use of negative space in logo design, what it references, whether it looks like the competition’s logo. Everything.

Color is one of the easiest ways to demonstrate this. Different demographics are typically drawn to different colors, so choosing colors that appeal directly to your target audience communicates that your brand is for them. Choosing a color that your target demographic tends not to like could muddy the waters.

As I’m working through a new design, I take the time to double-check how each new element might change the overall feeling of the logo. It’s worth it to make sure that the logo is sending the right message and appealing to your target audience.

Related: The Secret to a Strong Branding Message? Focus.

4. Customization

If you’re a serial entrepreneur, you may not have a bespoke logo design for every new venture that comes your way. And that’s okay because it’s never been easier to find easy design tools that let you customize an existing design. Of course sites like Logodesign.net and crowdsourcing sites are my go-to for quick logos that still carry their weight. You may have other preferences but the idea is the same. 

Just don’t forget about customizing them to the company. Customizable logos let you include your brand name, and most of them let you switch out color palettes, too. It’s easy to fall into the trap of just using whatever you find, thinking that it’s just a stopgap until the real logo is designed. But I would always stress that it’s important to make sure that even a stopgap fits the brand. 

Related: Should a Startup Ever Splurge on Logo Design? 

5. Creativity

Finally, I want to talk about the aspect that really drives the uniqueness of logo design: creativity.

It’s so tempting to jump on the bandwagon when it comes to logos, just following along with the current trends that predominate in the market. But I’ve seen logos that prioritize trendiness over uniqueness, and I would definitely advise anyone to focus on the creative aspect of their logo design.

Working with designers to craft logos for my brands, I like to think about what motivated me to create the venture, what the brand name is based on, what is evoked by the brand personality, maybe even what my brand’s spirit animal would be — anything deeply personal to the venture can be a trigger for a creative logo design.

It isn’t just that uncreative design won’t help your brand to stand out. It’s the fact that creative design is actually a marketing technique in its own right. Visual appeal is a huge motivator, and with a unique, funny, clever, or unexpected center of focus, your logo can help turn a casual viewer into a new customer.

Logos Old And New

Regardless of whether we are developing a logo for a brand new venture or just jumping on a rebranding opportunity, it’s always a good idea to look to the long-term.

For logo design, that means elements and styles that represent the brand we are now and the brand we hope to become. And it means designing based on principles that won’t change over time. Color, clarity, customization, communication, and creativity — it’s hard to go wrong when there’s so much that can go right with the 5 Cs of logo design.

 



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Getting online is easy. Succeeding online is a different story. You’ll need more than just a beautiful website to stand out these days. Online marketing solutions. Conversion-based web design coupled with a lead generating marketing plan, your online success is inevitable.

Who We Are

We are a team of consultants, vendors, graphics designers and development professionals who love partnering with good people and businesses to help them achieve online success.

What We Do

We’re focused on our craft and bringing everything we have to the table for our clients. We create custom, functional graphics, branding & content focused on converting your users into customers.

Why We Do It

Each of us loves what we do and we feel that spirit helps translate into the quality of our work. Working with clients who love their work combines into a fun, wonderful partnership for everyone involved.

How We Serve Our Customers While Working a 4-Day Work Week


As with the rest of the Buffer team, our Advocacy team was thrilled when we first experimented with a four-day work week in May 2020. Unique to this team, though, was a bit of wariness around the success of a four-day work week for a customer-facing team.

As a company, Buffer has always had a high bar for customer support. We aim to provide fast, personal, and informed customer support responses 24 hours a day, seven days a week. We also assign one Advocate to every ticket so that each customer gets a sense of continuity with us. The thing about Advocacy is that even if we are working one less day per week, the incoming ticket volume remains mostly unchanged.

So how do we aim to set the bar high when we’re working four-day work weeks?

We’ve tried several different setups and are quite happy with where we’ve landed. Here’s exactly the system we currently use to make a four-day work week work for our Customer Advocacy team, along with a transparent look at our team goals and metrics from the last year of working a four-day work week.

How Advocacy is set up for a 4-day work week

Over the years, the Advocacy team has done a few different rounds of summer Fridays, where our teammates took half-days on Fridays for a month in the summer. We learned quite a lot from those, so we already had a framework for what the challenges and opportunities would be as we entered into the four-day work week.

In general, a shorter work week is a great opportunity for the Advocacy team to learn and grow in several areas:

  • Communication: With a four-day work week, we have to have excellent communication with a key focus on asynchronous communication.
  • Knowledge management: We already put a lot of effort into how we share knowledge and document our processes, and this is another chance to improve how we do so.
  • Experimenting with time management: It’s a chance to explore how we can work more efficiently each day, and how we can better manage our energy.
  • Setting individual goals: This was a great opportunity to rethink individual goals and give the team clear objectives to work towards.

Where we started with the four-day work week

When the whole Buffer team first started working four-day work weeks, we gave each team at Buffer the freedom to choose the day of the week to take off. The whole company mostly fell into two camps: Wednesdays or Fridays.

We already knew that choosing a consistent day each week wouldn’t work for us on the Advocacy team because we need to be available seven days a week for our customers. Any day that we have no Advocates working, ticket volume builds up, and customers don’t get responses. There’s also a chance we miss a bug or issue with the Buffer product that comes through the inbox.

From the get-go, we knew we would need a variety of days off for different team members. Initially, we rotated days off, so teammates were off on a different day every week, but there were always some teammates online. We did this for the first month, and it wasn’t a popular option. First, there was far too much admin work involved to set up this schedule; second, it was tricky for Advocates to plan anything when the day they were offline was continually rotating.

The system that works for our team

The schedule we have now is the schedule we landed on in July 2020, three months into us adopting the four-day work week. We asked team members for their preferences for a day off, and we try to follow that as much as possible. Most folks opted to have Friday off, some prefer Monday off, and a smaller group takes off Wednesdays. Now, it’s consistent every week, so we know exactly who will be online each day of the week.

An important part of this system for us was building it to optimize for most folks on the team to be able to take three days off in a row.  This work structure — four days on, three days off — can be really replenishing, and we wanted that for our team members.  

Also, it can get tricky to have an ongoing conversation with a customer if you’re off one random day in the middle of the week. We built the schedule with that in mind, though we have a few team members who find value in taking Wednesdays off and we support that. For the majority of the team, though, it’s Monday or Friday off.

How we manage weekends

As you can see in the above chart, we have customer support coverage on the weekends as well. That’s something we’ve done since the early days of Buffer, and we hire a few people specifically for weekend shifts. By default, they work one of the weekend days and not both, so they have one weekend day off. The exception is that one teammate prefers to work Friday to Monday and have Tuesday to Thursday off.

For those taking weekend shifts, we still optimize for having three days off in a row to maintain the benefits of that added rest and maintaining flows for communicating with customers.

Goals and metrics and the 4-day work week

In general, we set goals and measure our incoming volume across seven days instead of the four that each teammate is working. The challenge for us is making sure that, collectively, we are as productive across those seven days with this new schedule. Honestly, we struggled in the first six months with this; we did the best that we could, but we didn’t have clear goals and we weren’t able to have clear expectations for increased productivity.

This year, we’ve been much more clear with our goals, specifically around ticket-number targets to hit within four days. That clarity means that teammates can hit our response time goals and continue to work a four-day work week. As with other teams at Buffer, Advocates also have the option to work a partial or full fifth day of the week if they feel they haven’t been able to achieve what they set out to do in a given week. We call that fifth day an “overflow day.”

A look at our goals and how they’ve evolved

Our two main goals for the Advocacy team have always been our response time to customers and individual ticket goals (how many tickets an Advocate gets through in a day). These goals were based on what we thought were realistic targets for the team and for the level of each individual.

In Q1 of 2020 (before we were working a four-day work week), our goal was to respond to customer emails within six hours. We also had individual ticket goals that were based on daily volume. When we moved to four-day work weeks in Q2 of 2020, we implemented new targets for tickets per day, but we didn’t tie these to the customer experience we wanted to provide or set these based on achieving the same output in four days instead of five.

We ended up evolving our business hours for offering customer support. At the beginning of our 4-day work week experiment, our business hours were Mondays at 3 am ET through Fridays at 8 pm ET — i.e. 24 hours a day during the work week. To create more consistent expectations for our customers, we changed our hours to be 6 am to 8 pm ET each day, Monday through Friday.

Now in 2021, we’ve set ambitious company and team-level OKRs (objectives and key results) around customer response times and overall service experience. It’s important to us that we don’t sacrifice customer experience for efficiency. We’ve aimed for a two-hour first response time, and subsequent replies sent within seven hours (for email tickets).

A few results so far in Q1 2021:

  • Our customer satisfaction score went from 92.3% in Q4 2020 to 94% this quarter.
  • We hit our goal of a two-hour first response time, with a median of 1.6 hours during business hours.
  • Our team sent 71% of second responses within seven hours (our goal was 90%).

We have also standardized our team targets for ticket replies sent per week (148-170 tickets) and ticket quality we expect from each individual. These goals ensure a level of output we need to achieve our objectives while being able to take that fifth day off.

Parting thoughts

We are proud that we’ve been able to improve our customer response times and experience in 2021 while working a four-day work week. Even with that, we know there is still room to evolve what a four-day work week looks like for our team.

The reduction of hours available across a global team means we’re at times a bit short of hands when we’re impacted by external factors such as third-party downtime or issues with APIs. Whilst we might be able to get the same amount of tickets done in four days as five, there is always going to be value in being available on specific days and times within the world of customer support.

As a team, we’re continuing to discuss how we can embrace a bit more flexibility around coverage in our strategy for the future.

Do you work on a customer support team that has four-day work weeks? Or do you have more questions about how we approach a four-day work week? Drop us a tweet! You may just hear from one of our Customer Advocates.

Photo by Tim Mossholder on Unsplash





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We are one of the most effective all in one results-driven digital marketing agency

Getting online is easy. Succeeding online is a different story. You’ll need more than just a beautiful website to stand out these days. Online marketing solutions. Conversion-based web design coupled with a lead generating marketing plan, your online success is inevitable.

Who We Are

We are a team of consultants, vendors, graphics designers and development professionals who love partnering with good people and businesses to help them achieve online success.

What We Do

We’re focused on our craft and bringing everything we have to the table for our clients. We create custom, functional graphics, branding & content focused on converting your users into customers.

Why We Do It

Each of us loves what we do and we feel that spirit helps translate into the quality of our work. Working with clients who love their work combines into a fun, wonderful partnership for everyone involved.

4 Tools to Use Instead of Facebook Analytics


We’re going to get real with you: if your business is on Facebook, you need to be using Facebook analytics. Full stop.

If you’re not collecting data and insights from the activity on the platform, then you’re never going to maximize your impact on the social network’s 1.62 billion daily users.

When using Facebook for business, it’s essential to take a structured approach that ties your social media efforts to real business goals. Facebook analytics provide valuable information that can help you track and measure your results so you can refine your strategy and measure your return on investment.

Understanding how and when people interact with the content you post on Facebook is also an important way to make sure the Facebook algorithm works for you, rather than against you.

Facebook is discontinuing its official Facebook Analytics tool as of June 30, 2021, but the platform still offers many other ways to collect valuable information and insights. And we’re here to share just how to make the most of each one. (We also have suggestions for other tools, like Hootsuite, that will help you track your Facebook performance alongside other social networks.)

Here are the essential Facebook analytics tools you need to maximize your business on Facebook, plus the key metrics that matter.

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

Facebook analytics tools

While Facebook Analytics (with a capital A) may be shutting down, never fear. There still are three in-platform ways to access important data and insights: Facebook Business Suite, Creator Studio and Facebook Insights. And of course, Hootstuite’s own social analytics for Facebook are here if you need them, too. Let’s dig in.

Facebook Business Suite

As Facebook shuts down Facebook Analytics on June 30, 2021, they’re recommending users switch to Facebook Business Suite, if available.

Facebook Business Suite is a one-stop-shop to manage all your connected accounts across Facebook and Instagram. All your Facebook business tools live here; it’s where you manage all of your Facebook marketing and advertising activities.

And if you’re looking for insights into the results of your organic and paid social media on Facebook (and Instagram too!), you’ll find them here in Business Suite’s Insights section.

Here, you can see metrics, trends, and visual reports to help you gain insights about your overall account, or individual posts. These insights might include…

  • Engagement, including likes and comments
  • Demographic information about your followers
  • Reach of your Facebook Page

Note that Business Suite is rolling out to replace Business Manager and may not be available in your region quite yet. To access Business Suite, just log into the Facebook account associated with your business — if you’re eligible, you’ll be redirected to Business Suite when you go to business.facebook.com on desktop.

Creator Studio

Creator Studio is a section of Facebook specifically designed for content creators, compiling all posting, tracking, managing and monetizing tools into one place. Creator Studio is also the easiest way to learn what new features or monetization opportunities you may be eligible for.

The Insights tab will feature a range of metrics to give you information about performance and reach of your content, Pages, and earnings.

With Creator Studio, you’ll be able to access insights like…

  • New followers (and unfollowers!)
  • Impressions, reach, and engagement
  • An in-depth breakdown of your viewers and followers
  • Loyalty and performance

Find more information about Insights in Creator Studio here.

Facebook Insights

Is it infuriating that Facebook calls everything on its website “Insights”? Yes, yes it is. But here we are: on the Facebook Insights page, buried within Facebook Business Manager.

Facebook Insights page

Here you can review content insights, overarching traffic trends and incredible detail about your audience. It’s a great way to get a clear picture of just who is following, watching and liking your content.

This tool can help you dive deep into your audience, so you can learn how to effectively target your Facebook ads and organic content.

Hootsuite

While things may be a little topsy-turvy at Facebook right now as it reshuffles its analytic tools, at Hootsuite, analytic tracking will stay the same.

Users will continue to be able to track their Facebook performance alongside all their other social networks from the Hootsuite dashboard.

Hootsuite Analytics offers a complete picture of all your social media efforts in one place. This simplifies your social media analytics work. It saves time and makes it easy to compare aggregate results across networks.

You’ll see key metrics for each of your social posts, including:

  • Clicks
  • Comments
  • Reach
  • Shares
  • Video views
  • Video reach

You’ll also see metrics for each of your profiles, including follower growth over time. You can select the metrics that matter most to you so you can see all the relevant results at a glance.

You can also see suggestions for the best times to post based on your account’s historical performance.

fans online per hour

5 reasons to track Facebook analytics

Understanding performance

How do you know what worked and what didn’t? You need to look back.

This won’t just give you a chance to pat yourself on the back for successful campaigns — it’s information that will help you understand what direction to take your strategy in for the future.

What kinds of content consistently collected likes? Why did 40 people unfollow you last Wednesday? Seeing the cold, hard facts of what happened on your account is essential to learning, growing, and making your Facebook presence the most impactful it can be.

Facebook Insights content

Reporting

If you have stakeholders or just some curious co-workers who want to see a snapshot of how things are going over on Facebook, the reporting tools are awfully handy.

Export graphic PDFs, spreadsheets or charts from the analytics tool of your choice to share clear and concise findings and trends.

trends Facebook page reach and Instagram reach

Understanding your audience

Maybe you’ve set out to target one specific group with your campaign, content and branding. But you won’t know if you’re actually connecting with them unless you check.

Facebook’s treasure trove of data will help reveal exactly who is engaging with and following your content, with demographic and geographic data that covers age, sex and location.

Facebook audience demographics

When is your audience online? Do you have a surprising amount of followers from Germany? Having the answers to these questions will help you either refine your content to reach the audience you want, or pivot your strategy to even better engage the people who are tuning in.

Optimizing your Page

Facebook Page analytics can show you what actions people take on your website, from interacting with posts to clicking on your contact information to clicking through to your website.

So how do those actions align with the goals stated in your Facebook marketing strategy?

How can you refine your Page to steer them in the direction of your preferred actions? Maybe you should consider changing your call-to-action button. Maybe you need to change your pinned post. Think about what you really want people to do on your Page. Then use Page Insights to see which of the possible actions on your Page people engage with the most.

Scheduling your posts at the best times

Of course, there are general suggestions out there for the best times to post on Facebook. But the very best time to post will depend on your specific audience.

Having the data on when your followers are most likely to be online is incredibly helpful for planning posts, especially when you pair this intel with a scheduling tool like Hootsuite.

best time to schedule posts on Facebook

Important Facebook analytics metrics

Your audience is interacting with your brand in so many different ways on Facebook: they might be visiting your page, clicking on an ad, buying tickets to an event or interacting with a Live video.

Beyond the overarching Facebook analytics tools mentioned above, it’s important for marketers to understand the unique behavior, engagement and demographics behind each of these digital spaces and activities.

Facebook Page Insights

Digging into the analytics from your Facebook Page, you can reveal a wealth of information about what’s clicking with audiences… and what’s not.

Reach

How many people saw your posts? Who interacted with them? Which posts did people hide? Did people report any posts as spam?

post reach

Post types

What type of content is popping off: links, video, text-based posts, or photos? Measure the reach versus the engagement for a compelling picture of what clicks with your audience.

post types link photo status

Page views

This tab doesn’t just track how many page views you’re getting… but also who is viewing your page.

total people who viewed your page

Facebook Audience insights

Within Facebook Insights, you can check in on both your current audience and custom potential audiences.

Facebook Audience Insights

Location

You’ll see the top cities and countries for your audience, so you can understand just where the likes and followers are coming from.

Age & Gender

The breakdown of age groups and percentage of women and men (no statistics for non-binary folx at this time, unfortunately) is visible here too.

Facebook ads analytics

Ads Manager lets you view, make changes and see results for all your Facebook campaigns, ad sets and ads.

Facebook Ads Manager

Impressions

How many people saw your ad? This number is important to compare to the actual number of click-throughs or engagement — if they’re seeing it but not following your CTA, what may have gone wrong?

Cost per result

To measure the ROI of a campaign, this piece of data is key to revealing just how much bang you got for your buck.

Breakdowns

With the Breakdowns tool, you can view your audience’s ages, where they’re viewing your ads from, and whether they’re on mobile or desktop.

Facebook Group analytics

Facebook Groups are an amazing way for brands to build fan communities — and an even better way to collect data on who your most passionate followers are through your group’s Admin Tools. Data like…

Top contributors

Reveal who the most-involved members of your community are — and possibly tap them for influencer or partnership opportunities.

Engagement

Understanding when your members are most active can help brands understand when to post and what to post for maximum reach.

Growth

Track how many members are joining your community, and what the catalysts to surges have been. This might give you insight into possible future promotional opportunities.

Facebook Insights growth

Facebook Live analytics

You’ve already pored over our story on creating Facebook Live videos people actually want to watch — now it’s time to dig into the data to see if your creative content actually hit the mark. You can find Live analytics by clicking on the Live video you’d like to see the metrics for, or find them in your Video Library tab in Page Insights.

Facebook Live video analytics

Peak concurrent viewers

Track the highest number of simultaneous viewers at any point during your video when it was live.

Views

The overall number of views your Live video experienced on a particular day.

Average % completion

Did viewers tune in and stick around… or drop out right away? If you’ve got a retention problem, it might be time to rejig your content strategy.

Facebook video analytics

Does your audience love video or hate video? Only one way to find out: dig into the analytics of this specific type of post. Head to Page Insights and click on Post Types to see just how any video is performing overall. For more specific insights on any individual video, click on the post title to see metrics like…

Video retention

An interactive graph will allow you to see exactly which frame in your video corresponds to any given moment in the video’s run… and what the retention percentage was at that particular moment.

audience retention

Average view duration

As with Live video, this statistic is a helpful one for determining just how your content is hitting. After all, if someone is tuning in and immediately leaving without watching the video, how much does their “view” actually matter?

Video engagement

Here, likes, comments and shares are compiled for a clear picture of just how engaging this content is.

audience engagement by likes, comments and shares

Facebook Analytics and the Facebook Analytics app may be winding down, but as you can see, there is still plenty of data to analyze from this platform—and a million different ways to do just that. If knowledge is power, your brand is going to be well equipped to have the most powerful social media marketing strategy ever.

Use Hootsuite to schedule all of your social media posts, engage with your followers, and track the success of your efforts. Sign up today.

Get Started

All your social media analytics in one place. Use Hootsuite to see what’s working and where to improve performance.





Source link

If you like our work and 

interested in similar solutions, want to develop your own blog, brand awareness or have a question?

 

Contact us and create your future with our professionals right now

 

Digital Marketing Agency That Provides Solutions. Help You Grow & Cut Your Running Costs.

Speak with our specialist today to get started with on-demand solutions, social media management & more…

We are one of the most effective all in one results-driven digital marketing agency

Getting online is easy. Succeeding online is a different story. You’ll need more than just a beautiful website to stand out these days. Online marketing solutions. Conversion-based web design coupled with a lead generating marketing plan, your online success is inevitable.

Who We Are

We are a team of consultants, vendors, graphics designers and development professionals who love partnering with good people and businesses to help them achieve online success.

What We Do

We’re focused on our craft and bringing everything we have to the table for our clients. We create custom, functional graphics, branding & content focused on converting your users into customers.

Why We Do It

Each of us loves what we do and we feel that spirit helps translate into the quality of our work. Working with clients who love their work combines into a fun, wonderful partnership for everyone involved.

The 3 Questions That Will Help You Define Your Brand Identity



5 min read

Opinions expressed by Entrepreneur contributors are their own.


What does the word “branding” mean to you and your business? Does it apply to your marketing or sales strategy? But if the intention of marketing is to sell, and the intention of selling is to generate revenue for your business, then what truly is the intention of branding?

Traditionally, when businesses talk about branding, they are referring to the perception of their company from the eyes of the customer or consumer or the feeling the consumer has when experiencing their company. But does that external perception of the company truly mirror the identity that your business is looking to establish for itself?

In truth, the brand of any company should be illustrated by answering the following three questions:

  1. Who is your business trying to help?
  2. What is the biggest problem or challenge that those people have?
  3. How is your business helping those people to solve that problem uniquely?

By answering these fundamental questions, we can unequivocally say that if the intention of marketing is to sell, and the intention of selling is to generate revenue, then the intention of branding is to make sure that your business is selling the right product or service to the right people at the right time in the right way because the connection that branding is making between the company and the consumer is clear.

Related: 5 Tips For Building a Strong Brand Identity

For instance, as branding expert Kait LaDonne noted, if your business sells shoes for basketball players in the NBA, you wouldn’t want to try and sell those same shoes to female C-Suite executives in Europe. So, the goal here is that you want to make sure that your business remains focused on attracting and selling to your target market of basketball players and fans of the game by creating an emotional connection between the product, the player, and the fan. This is where branding comes into play – the cultivation of that emotional connection in the consumer’s eyes is how branding represents the value proposition of your business. Duly, your brand identity should be created based on who your business is trying to serve, as well as why and how it serves them.

This is where we bring in the concept of your business’ vision (for the future) and mission (the present plan to accomplish the vision). Therefore, your business’ mission statement is integral, and oftentimes, businesses settle on a brand identity and begin marketing themselves to target customers without considering the bigger picture (brand vision) and how to get there (brand mission). One thing to note is that people and their problems change as life happens and evolves, so your brand identity (i.e., the aspects used to create emotional connection (logo, colors, fonts, language, etc.), need to bear this mind, so that the marketing process your business utilizes to create its brand identity, doesn’t miss the mark and the whole process starts to break down.

Related: Define Your Brand Identity in 3 Steps

To prevent your business’s brand identity from breaking down, one recommendation I tend to offer my clients is to go back and revisit their company’s mission statement once a year. Does the mission statement still align with the company’s core values and vision, and does the company’s current brand identity represent this clearly? In cases where it no longer does, the business needs to initiate change to re-establish its emotional connection with the consumer, remembering that this is the key to brand strategy outcome.

Every brand that has successfully catapulted itself to “celebrity” status as a leader in its field has done so because they were not only able to adapt to the changes made by their target market of consumers – they saw this success because they were able to marry together their company’s vision with an appropriate mission and client-facing identity. So what’s the point of this? To ensure that the company can continue to answer the three aforementioned questions to ensure that their purpose for wanting to help consumers solve a key problem is still valid.

For example, take Airbnb. Their company’s mission statement is, “Airbnb aspires to create a diverse and inclusive global community…” which lays the foundation for their company vision of “…where people can feel at home wherever they are.” Though the company originally was founded as a cost-effective solution to expensive four and five-star hotel stays, Airbnb’s mission encapsulates their target market (travelers) looking to solve a problem (access to safe and affordable shelter whilst traveling), which has helped it create a brand identity of a company that helps anyone, wherever they are, feel at home.

Related: Creating a Brand Identity That Competes and Compels

Other companies that have seen this kind of success (e.g., Apple, Coca-Cola, Google, and Tesla) have also been able to successfully couple their mission with their brand identity. Establishing their corporate values and offering those values transparently to their target market has allowed those companies and others like them to quickly establish an emotional connection with the consumer, which keeps their company and its values at the forefront of the minds of consumers.

A winning mission statement is a great foundation for any company to start with, which serves as the connector between the vision and identity of the company. Focusing on ensuring that this is in place will guarantee that the emotional connection that you’re creating with your ideal client is consistently successful in creating brand loyalty, equity, and legacy.



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After 15 Years in Hollywood, This Visual Effects Artist Left to Create an Online Film Academy. Here Are His Dos and Don’ts for Course Creators.



8 min read

Opinions expressed by Entrepreneur contributors are their own.


Growing up, Mike L. Murphy was inspired by Walt Disney. That led him to work in Hollywood for more than 15 years. A visual effects artist who has worked on blockbuster franchises such as Harry Potter, Lord of the Rings, Fast and Furious and Iron Man, Murphy launched an online filmmaking academy that made six figures in revenue in its first year. In 2014, he decided he wanted to help other people pivot into the world of entrepreneurship and created an online mentoring program called The Visionary Planner. Murphy sat down with Jessica Abo to discuss his career path and how you can create a successful online business selling your expertise.

Jessica Abo: You have such a fascinating background, but take us back to your childhood. What inspired you when it came to Walt Disney’s work?

Mike Murphy: The first movie that I got to go see was The Jungle Book. I just remember watching the screen, and now, my mom didn’t know anything about movies, and she’s saying I knew that it wasn’t real. So I said, “Mom, what am I looking at?” She goes, “This is an animated movie. And it was made by Walt Disney in Hollywood.” I was like, “Okay.” 

So I had this misconception that this one guy in this mythical world of Hollywood actually made this amazing story and the music and the colors. I was blown away by it.

There was a wedding at my house and I had our workup and one of the guests looked at it and said, “Do you want to be an animator?” And I said, “Yeah, that’d be great. Why not?” And basically that led me to getting a tour of Disney Studios.

That led me to understanding that in order to eventually work in the industry, I needed to go to the school that Walt Disney had founded, called CalArts, which was actually the last thing he did, his last big project before he passed away. So I went there and when I graduated, I was immediately working at Disney and that led to this crazy 15-plus-year career where I was animating, I was an animator, I was a director, I have done producing, I’ve done visual effects, screenwriting.

And my buddy Richie, he got the job to be the animation supervisor on a little movie trilogy called The Lord Of The Rings. And the first movie had come out and I had turned the job down and Richie was like, “There’s this character of Gollum and you get to animate him.” I’m like, “No, Richie, come on.” And then finally it was two months of this constant asking. I’m like, “If you don’t ask me anymore, I’ll do it.” He’s like, “Oh, yay.” It was this really amazing experience. And yeah, there’ll never be anything else like that project.

So how did you go from Hollywood to starting your own business?

As I was in Hollywood, I was getting asked to mentor students around the world and traveling around the world a lot. It sounds cool, but it actually gets pretty tiring. So I had to find a way to automate what I was doing. I recognize that with websites and automation tools that instead of doing classes in the traditional way, anybody that has a heart and passion about something and an expertise can package up their expertise and create a mostly automated business. Obviously, there’s some stuff you have to do, but it really frees your time up. And not only does it do that, but you’re able to reach a larger audience than you would if you had a store, or physical classroom. So you can make a really big impact by putting yourself online.

Courses right now are so popular. For people out there who don’t know where to start, what are some of the tips that you have to get someone on the right track?

There are two components. First, what are you passionate about? Then, who do you want to serve that those passions are aligned with? So if you’re like, I just want to make money, it’s not going to work. You have to be really excited about it, because anybody who started a business can tell you it’s a pain in the ass. You don’t just build it and they come. You have to really put your heart and soul into it. It’s like having a kid. You can’t just have the kid comes out and say, “Hey, go do your thing.”

You’ve got to watch that kid nurture that kid. And then eventually that kid’s off to go live their own life. So business is a lot in the same way.

It’s a life decision to start a business. So if you’re not in it to win it, then it’s just going to be a little side hobby. And you might make a couple bucks, but the people who really crush it, who not only make good money at it where they can quit their day job, the mythical four hour work week, but they also make a big impact. Those are the people who think about it as an actual business. So if you really want to build a big juggernaut, you need to have a really strong personal brand. One of the big things people do, and I made this mistake, is making a brand instead of making your brand to you. 

I would advise everyone watching who wants to get into the course, business, the info business, to really make it about them. And then as your tastes change, your courses can change. I started out teaching filmmaking and animation, and then I started learning about coaching and automation, all these other things. So, as I’m growing as a person, I can teach different things that I’m learning about. And my audience goes with me. They grow with me.

What is your advice when it comes to selling a live course where there might be office hours, let’s say, and people working with you or coaches in person over time versus a prerecorded course that people can watch anytime and access whenever it’s convenient for them?

Comes down to lifestyle. So if you’re like, “Hey, I just want to do a course and make a little bit of money and go off and play golf” or whatever it is, then do the prerecorded course that’s automated, which is going to sell for a lower price point. So typically 300 bucks, 500 bucks. Around that range.

If you want to put in more time or like what I’m doing in my business, I’m building a system and then I’m putting coaches in who can teach that system. So they’re not paying for time with Mike, they’re paying for access to my system. So if that’s the case, you can charge a lot more. 

What’s a mistake that you see people make?

A lot of people spend months and months and months making the perfect course, right? “I want it to be perfect. And the slides are gorgeous and I went out and I got a photographer and, oh man,” and then nobody buys it. So you don’t want to do that. What you want to do is create an audience. Get your message out there and try to sell a high-ticket thing. If you can get three people to spend 2,500 bucks or more, you have validated your idea. You are not taking a risk. You now know, like, “Hey, the market wants this.” Then you work with those people to get them amazing results. And that’s going to give you case studies because you can’t sell anything, unless you can prove that it works and you work the bugs out of your material. So often what we do is our first pass is something that’s way too complicated. And if we go to the 80-20 rule, there’s probably like 20% of what you teach that gets 80% of the results. That’s what people want. Nobody’s paying for hundreds of hours of content from you.

Where can people go who want to be your student or who want to get in touch with you?

They can go to MikeLMurphy.com. And if they’re interested in knowing more about this process that we’ve got the Visionary Planner business building system, then just head over to TheVisionaryPlanner.com.



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If you like our work and 

interested in similar solutions, want to develop your own blog, brand awareness or have a question?

 

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Speak with our specialist today to get started with on-demand solutions, social media management & more…

We are one of the most effective all in one results-driven digital marketing agency

Getting online is easy. Succeeding online is a different story. You’ll need more than just a beautiful website to stand out these days. Online marketing solutions. Conversion-based web design coupled with a lead generating marketing plan, your online success is inevitable.

Who We Are

We are a team of consultants, vendors, graphics designers and development professionals who love partnering with good people and businesses to help them achieve online success.

What We Do

We’re focused on our craft and bringing everything we have to the table for our clients. We create custom, functional graphics, branding & content focused on converting your users into customers.

Why We Do It

Each of us loves what we do and we feel that spirit helps translate into the quality of our work. Working with clients who love their work combines into a fun, wonderful partnership for everyone involved.