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Why Local Marketing is a Startup’s Best Friend – ReadWrite

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Why Local Marketing is a Startup's Best Friend - ReadWrite


Marketing is tough for new startups, especially those that have an absence of experienced marketing-related leadership. You’re already juggling dozens of important priorities and trying to maintain a grip on your fragile customer base; on top of that; you have to review your marketing priorities and keep a balanced budget despite minimal access to capital and resources.

This is exhausting enough on its own. If you’re also struggling with dominant competitors in your space, each of these problems intensifies.

Why Local Marketing is a Startup’s Best Friend

One of the best solutions to the marketing problem is often neglected by startup entrepreneurs because of how they perceive it — but it can support your company for years to come: local marketing.

What Is Local Marketing?

It’s a bit intuitive to understand local marketing. It’s a combination of marketing and advertising strategies that target a local population rather than a national one. You can choose to focus on residents of a given city, county, or state — or even launch a number of separate individual campaigns, each focused on a different area.

“But wait, my brand is national!” Don’t worry, this applies to you, too. As you’ll see, the benefits of local marketing are valuable to local and national brands alike. Plus, if you get started with local marketing, you’ll always have the option of expanding to reach a national audience. No matter what, you’ll maintain your flexibility, so you can switch up your strategy if you’re not satisfied with the results.

The Advantages of Going Local

So what’s the big deal about going local?

There are a handful of major advantages you’ll find when going local.

  • Less competition. One of my favorite advantages of local marketing is that you’re going to face less competition. Let’s say there are about 100 companies like yours operating throughout the United States. On average, that leaves about 2 per state. Depending on where you’re operating, there might not be a competitor within 100 miles of you. If you focus on a specific local audience, you’ll completely avoid clashing with a competitor focused on a national scale. Oftentimes, that means you’ll get a better chance of being seen, you can afford to spend less money, and you won’t have to worry about your message being contested or diluted by another brand.
  • Higher relevance. If you’re focusing on one target audience, you’ll have more specific data to work with – and a higher chance of winning the appeal of those individuals. You can fine-tune your message to appeal to the specific people who live in this area, rather than trying to reach as many people as possible with a generic approach. If your message is more relevant and better tuned to the local population, they’re going to engage with it more strongly. In most cases, this will yield better results, dollar for dollar.
  • Newly available outlets. Switching to local marketing also opens the door to some marketing tactics you might not otherwise consider. For example, if you’re fixated on getting seen by people all over the country, you won’t even think about attending a local event. But if you’re focused on winning over the population of a given city, this is a perfect opportunity. If you want the best possible results, you’ll need every available tool in your arsenal.
  • Lower costs. For the most part, local marketing is less expensive than national marketing. For starters, since you’re going to target a smaller audience, you’ll typically have to pay less money. In addition, you can often take advantage of local relationships and opportunities as a way to cut costs. And on top of that, because you’re focusing on a non-competitive niche, you’ll end up spending less money on things like targeted ads. Local marketing is the way to go. So if you’re trying to make the biggest potential impact with the smallest potential budget.
  • Potential for expansion. As I briefly mentioned before, it’s ridiculously easy to expand a local marketing campaign to suit a national environment. You can start adopting many different cities as individual local marketing strategies in your overall campaign, gradually expanding the reach of your business. Or you can simply widen the lens of your campaign’s focus and shift your attention to a broader segment.

Top Local Marketing Strategies

If you’re going to focus on local marketing, rather than national marketing, these are some of the most important strategies to use.

  • Local SEO. If you’re familiar with search engine optimization (SEO), you likely already know about the possibilities of local SEO. SEO uses a wide range of tactics all geared toward increasing your website’s rankings in search engine results pages (SERPs), including writing content, tweaking the code of your website, and building backlinks. If you focus on local-specific keywords and phrases, you can avoid the dense competition at the national level and attract more local visitors to your site.
  • PPC ads. Pay per click (PPC) ad platforms offer you a wide range of tools to display your ads for specific audience segments. For example, it doesn’t take much to change your targeting to hone in on people from a specific city – and the ads will likely be cheaper than their national counterparts.
  • Event marketing. You can also take advantage of local events if and when they occur. Depending on the nature of the event, you might be able to speak in front of a local audience, set up a booth and interact with attendees, or just network with the locals.
  • Loyalty programs and special offers. Never underestimate the power of loyalty programs, especially on a local scale. Incentivizing your best customers to keep coming back for more purchases is one of the best ways to generate a persistent stream of revenue.
  • Referral programs. Another way to use local marketing t0 get more sales is through a referral program — which is especially powerful at the local level. Make it clear to your best customers that you’re a relatively new business looking for more customers – and incentivize them to refer you to their friends. For example, you could give them a $50 gift card for each new local customer they send your way.
  • Newspapers and journalism. Working with journalists is always a great way to get some free publicity. And working with local journalists is much easier and more accessible than working with national publishers. So reach out to your local reporters and see if you can work together on an important story.
  • Partnerships and relationship marketing. Don’t be afraid to reach out to other business owners in the area. Chances are, you can form a partnership or exchange products and services in a kind of barter system. The more ingrained you are with the local business community, the more visibility your business will get.
  • Guerrilla marketing. Finally, don’t forget about the power of guerrilla marketing. These inexpensive, unconventional tactics that require creativity and can be hard to pull off, but if you’re successful, they have the power to uplift your brand for years to come. Tap into your creative side and see what you can come up with.

From Local to National

Almost any local marketing strategy can be altered in some way to make it national. For example, instead of focusing on local keyword terms, you can optimize your content for more generic national phrases. Instead of targeting people in a specific city with your ads, you can expand to focus on people all over the country. Of course, this isn’t a shift that has to happen overnight. Still, it’s worth considering as a long-term move, especially as you generate more revenue and have a bigger budget for marketing and advertising.

Local marketing isn’t the right approach for every startup — especially if you’re focused on a national audience and you have ample funding or limited competition. But if you’re struggling to promote your business or if you’re worried about tight resources, it could be your best bet for early-stage growth.

Image Credit: ryutaro tsukata; pexels; thank you!

Timothy Carter

Chief Revenue Officer

Timothy Carter is the Chief Revenue Officer of the Seattle digital marketing agency SEO.co, DEV.co & PPC.co. He has spent more than 20 years in the world of SEO and digital marketing leading, building and scaling sales operations, helping companies increase revenue efficiency and drive growth from websites and sales teams. When he’s not working, Tim enjoys playing a few rounds of disc golf, running, and spending time with his wife and family on the beach — preferably in Hawaii with a cup of Kona coffee. Follow him on Twitter @TimothyCarter

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Low-Cost Business Ideas for 2022

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Low-Cost Business Ideas for 2022


Successfully running your business in 2022 is not easy due to the new norms of people’s lives. The Covid-19 pandemic has changed the consumption of goods and services. If opening an offline store or restaurant just a few years ago was a profitable idea, now their owners can incur heavy losses.

Since most startups in 2022 are going online, you need to think about starting your business on the Internet. If you decide to become an entrepreneur and have the opportunity to invest, but there is no modern idea, you can take advantage of the options that someone is already successfully developing.

What Business is Popular in 2022

Thanks to the Internet, anyone can become a business owner. A startup on online platforms is an excellent idea for those who like flexible working hours and complete control over their income. This option of earning money is more resistant to crises and outbreaks of pandemics.

According to Statista, in 2021, online shopping exceeded $4.2 trillion globally, and social media has become the backbone of many businesses looking to build brand awareness.

Before preparing to launch for a startup, consider the following factors:

  1. Expertise. An entrepreneur needs to learn new skills and knowledge about a niche for any successful startup.
  2. Investments.If you don’t have enough money to invest a significant amount in a project immediately, think about how to raise capital for your business (investors, crowdfunding, business angels, grants, etc.).
  3. Scaling. To attract new customers and profit, the company needs to grow and develop constantly. Consider a long-term scaling plan and remember the hassles that can happen while you work.
  4. Personal interests. Consider whether you will still be passionate about the business in the long run.

The cost of starting a business decreases every year, which is especially important for an online business; to start, it is enough to have a computer with an Internet connection. The most challenging part when developing ideas is the problem of choice. To be successful, you need to deal with products in strong demand. A business should be run by a person who enjoys doing it.

Dropshipping

Dropshipping is one of the profitable business ideas if you want to make money remotely online. Unlike a regular online store, you don’t need products to run an e-commerce site specializing in dropshipping. Conforming with Torchbankz, the dropshipping industry is expected to reach a market valuation of $557.9 billion before 2025.

This business is considered very affordable because to work, you only need to launch your website and access the directories of wholesale suppliers such as AliDropship or SaleHoo.

All you have to do is partner with wholesalers and manufacturers to sell their products under your brand name. The buyer purchases on your website, informs the supplier company about it and sends the order to the client. The dropshipping scheme for an online store is straightforward:

  1. The seller selects products from the supplier’s catalog and uploads them to the trading platform (online store, landing page, marketplace).
  2. Adds a markup to the supplier’s price.
  3. Promotes products and finds a client.
  4. When a client places an order, the seller communicates this information to the supplier.
  5. The supplier packs the product and sends it to the customer.

To quickly become a leader in this industry, you need to stand out from the competition. Instead of a thousand different products, you can narrow your niche and specialize exclusively in one category: clothes for children, home decorations, or more.

Food Delivery to Offices

Food delivery is not a new but trendy business idea. Fundera says that the online food delivery industry has generated more than $26.5 billion in 2021. While large companies set high prices for dishes, newcomers have a chance to gain customer loyalty at affordable prices.

Since there are a lot of office workers and not everyone can afford to go to a cafe for lunch, you will quickly gain a loyal audience and strengthen your position in the market.

An aspiring entrepreneur does not need a lot of investment. You can cook the food right at home and use your car to deliver orders. An important thing to invest in is a website or an application to tell about your services and present all the menus.

To minimize your costs, before launching a full-fledged software, you can use an MVP, with which you will test the main functions of the app and attract the first customers. Thus, potential buyers can see the available dishes and order them online without calls. They can choose a specific time for which you need to deliver food and even leave a particular comment on the order.

Also, your customers will pay for services using the app, saving you from cash. By allowing feedback on the service in the software, the delivery owner also receives feedback from the person and builds a loyal audience. Your own application will help you tell the world about yourself and take a leading position among those who do not use digital technologies yet.

Online Trading

Opening your own online store is the most obvious idea for an online business. The following online stores can be called relevant in 2022:

  • children’s goods;
  • ecological and natural versions of everyday products;
  • superfoods;
  • sporting goods;
  • clothing and footwear;
  • home textiles;
  • boxes with surprises.

This startup idea is not as simple as it seems at first glance, but it will not require significant investments at the initial stage with a competent approach.

First, you need to decide on your niche. Purchase several copies of each item to understand what will be more in demand and what is better to remove from the catalog altogether.

Next, you need to study your target audience. For example, selling home furnishings to teenagers is useless. The older generation is unlikely to be interested in fashionable gadgets, and residents of the city will not appreciate goods for the garden. The main characteristics of potential buyers are gender, age, place of residence, and financial situation.

The critical step is the selection of suppliers. To avoid getting caught by scammers, try to find out more information about them and look at the goods live.

Implement enterprise resource planning software to customize and automate the process straight away. ERP will integrate and manage finance, order supply chains, user operations, reporting, manufacturing, and human resources. With this software, you and your employees will be able to plan deliveries and improve the quality of customer service. The use of digital technologies in business will help increase productivity and store all data in secure cloud storage.

Why Digitize Your Business in 2022

Without developing a digital transformation strategy, no modern business in 2022 can exist in the long term. Due to the pandemic, everyone observes a rapid acceleration of trends that previously gained popularity very slowly. Such resources allow you to save money, increase profits, and attract new customers.

The required minimum for any company now is a website and accounts in social networks. Brands looking to take one step closer to their customers can also develop a mobile app/chatbot and use other promotion channels.

A more thorough digital transformation involves working with clients and deep business processes: production, personnel management, and internal communications. To implement such a transformation, you need to carry out serious work, which can be based on Big data analysis, cloud and mobile services, and agile development.

Before embedding digital technology in your business, think about what exactly you and your customers need. You should not chase trends and use that software that cannot help optimize processes and establish communication with customers.

Image Credit: Karolina Grabowska; Pexels; Thank you!

Elina Nazarova

Chief Marketing Officer of Powercode

Elina is accountable for digital strategy development and implementation. She is certified in business and startups development and has more than 5 years of experience in content writing and management. Her core belief is that well-designed digital transformation is able to lead any business to success.

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5 Ways To Grow Your Business With Technology

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Brad Anderson


“I’d like my business to remain stagnant.” No entrepreneur, owner, or CEO ever uttered those words. You can be sure none ever will, either. That’s because corporate growth is always an overarching goal for any organization. Growing your business comes with its challenges, of course, like figuring out which steps will make it easiest for you to scale and expand.

One thing’s clear: You need to develop a clear-cut growth strategy. And technology needs to play a huge part in that strategy. After all, we’re living in a primarily technological world. If you’re not making the most of the tech at your fingertips, you regularly miss opportunities to strengthen your brand’s position.

Where can you start? Below are a handful of ways that you can leverage technology to grow your business’s footprint. Try these recommendations, whether you’re a micro startup or a mid-size corporation headed toward a Fortune 500 future.

1. Automate repetitive manual processes.

Is it worth automating all the mindless to-dos in your business in order to grow? Yes, especially if you do the numbers.

McKinsey research studied the ordinary tasks of several occupations. They concluded that around 33% of the tasks of six out of 10 jobs could be automated. For example, let’s say your company is modestly sized at 50 workers. If your staffers work a traditional 40-hour week, 30 of them are frittering away 13 hours. In other words, you’re losing nearly 400 hours weekly to pay employees to handle repetitive duties.

To be sure, not all tasks can be automated. However, you owe it to yourself to find ones that can. For example, is your finance department team processing payroll or inputting invoices by hand? Then, invest in software to remove the tedium—and reduce the chance of human error.

Check out your sales and services processes next. Do your salespeople or support agents have to cut and paste information? Are they forced to switch between two or more programs that don’t communicate? Look for ways to integrate those systems to free up everyone’s valuable time so they can concentrate on growth-based responsibilities.

2. Strive to make customer first impressions stickier with tech tools

Tons of articles highlight the importance of growing your business by retaining customers. It’s true that retention tends to be less expensive than acquisition. Nevertheless, you can’t hold onto your customers until you get them in the door. So put a premium on delivering impeccable first impressions that urge people to stick around.

The right type of technology can assist you in wowing your best leads via an unforgettable customer experience. Take first-time logins, for instance. Okta reports that asking a visitor to set up an account turns off 37% of prospects. So what can you do to overcome this friction point? First, you can rely on social logins to streamline the process. From the customer’s viewpoint, being able to login via already-existing Facebook, Google, or credentials is effortless. From your company’s viewpoint, you can begin marketing to yet another buyer or potential buyer.

A strong CRM can be equally beneficial to moving leads into and down your sales funnel. Once you’ve captured prospects’ data through a social sign-in, personalize future communications like emails, texts, and DMs. Only two years ago, McKinsey found that 80% of retail buyers valued the personal touch. So whether you’re in retail or not, strive for individualization to keep new buyers coming back.

3. Bring a virtual assistant to your team.

You may not have the funds to hire live customer service representatives 24/7. That’s okay. Chatbots can give your organization the ability to offer visitors self-service, even during non-business hours. And they can do it for a fraction of what you’d pay a live agent.

Not sure you’re ready to put your faith in a chatbot? A New York Times article explains that today’s AI-fueled chatbots are only getting smarter. They’re also gaining widespread acceptance, with chatbot growth poised to hit around 15% in 2022. One Gartner executive even predicts that a genuinely conversational AI chatbot program is just around the corner.

Already, some chatbots are inching toward humanlike responses. A University of Florida experiment found that about a third of people could not tell a chatbot from a real person. Consequently, there’s little harm in exploring the wide world of chatbots for your company. Your chatbot doesn’t have to be perfect to be appreciated by customers with questions who want fast answers.

4. Investigate tech solutions to tap into your data.

Tremendous amounts of data flow into your company. Yet it would be impossible for you and your team to make sense of it all. Does that mean you have to give up on finding a way to unearth your data’s insights? Not at all. You just need a tech-based data mining solution.

You have plenty of choices regarding software that can analyze data and find trends. First, though, determine where your data exists. Is it in your CRM? Or a legacy piece of software? Once you know where to find your data, you can search for highly-rated data mining systems.

Be aware that some data mining programs have been developed with specific industries in mind. These can include healthcare, finance, e-commerce, or manufacturing. It never hurts to see if something’s already been created for your sector.

5. Invest in a branded mobile app.

Mobile app use continues to rise. By 2025, one Forbes writer notes that the app market will approach $1 trillion. So why, then, doesn’t your brand have an app of its own?

This is the question a lot of business leaders are asking themselves. Offering customers the chance to interact with your company through an app makes sense. Not only does it give them an immediate connection to your organization, but it simplifies the purchasing process. At the same time, it helps buyers feel that they’re getting special treatment as you deploy push notifications and exclusive offers.

How can you make the most of your app once it’s been developed? First, make sure your customers know it exists. Lots of brands have apps that get very few downloads. The issue isn’t necessarily the app itself. It’s that they don’t know the app is available. Therefore, be diligent and consistent about talking up your app to drive higher usage and conversions.

You’re not alone if you feel that growing your business isn’t happening as fast as you like. Most leaders wish that they could get to the next plateau faster. One method to add a little speed to the process is to lean into the technologies you’re not using yet. Then, with the right combination of tech tools, you should begin to see a positive difference in your numbers.

Image Credit: Artem Podrez; Pexels; Thank you!

Brad Anderson

Editor In Chief at ReadWrite

Brad is the editor overseeing contributed content at ReadWrite.com. He previously worked as an editor at PayPal and Crunchbase. You can reach him at brad at readwrite.com.

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The Developer’s Guide to Mobile Authentication

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Deepak Gupta


Mobile app developers must ensure that the mobile app is effortless while keeping internal information protected and secure. Complex or repeated authentications can be frustrating for your mobile app users.

This article discusses various means of simple and secure mobile authentication, ensuring frictionless UI and UX of mobile authentication screens and data security.

What is Mobile Authentication?

Mobile authentication is a security method to verify a user’s identity through mobile devices and mobile apps. It caters to one or more authentication methods to provide secure access to any particular app, resource, or service.

Let’s look at the various mobile authentication methods developers can utilize depending on their business use case.

Mobile Authentication Methods

Password-based Authentication

Email-Password and Username-Password are common types of password-based authentication. While utilizing these methods, developers should consider setting secure and robust password policies in their authentication mechanism, such as:

  • Mandatory use of symbols and numbers
  • Restricting the use of common passwords
  • Blocking the use of profile information in passwords

These measures ensure better quality passwords and prevent user accounts from brute force and dictionary password attacks.

Limitation: Passwords are hard to remember, and typing in passwords on a small mobile screen degrades the user experience. Hence, developers must use authentication that does not compromise the security postures yet provide an appropriate user experience.

Patterns and Digit-based Authentication

The user must set a pattern or a digit-based PIN (typically 4 or 6 digits). Developers can utilize this as an authentication factor for their mobile application, as this authentication method is faster and more comfortable than entering passwords on a mobile screen.

Limitation: Both patterns and 4 or 6 digits PINs are limited. Also, users tend to use simple patterns and PINs like L or S patterns and 1234, 987654, date of birth as their password.

OTP-based Login

Users use an OTP received via SMS or email to authenticate themself. Thus, users do not have to remember a password, pattern, or PIN to access their account. At the same time, developers don’t have to implement password-based security mechanisms.

Biometric Authentication

Biometric authentication uses unique biological traits of users for mobile authentication. Some common examples of biometric authentication are fingerprint scanning, face unlocks, retina scans, and vocal cadence.

Developers can implement pre-coded libraries and modules to enable authentication through mobile components like the finger scanner, camera (for facial recognition), and microphone (for voice-based identification).

Social Login

It acts as a single sign-on authentication mechanism. Developers can implement this in mobile apps to use users’ login tokens from other social networking sites to allow access to the app.

Also, with social login, developers don’t need to worry about storing passwords securely and managing the password recovery option. It helps the user sign in to the mobile app without creating a separate account from within the app, hence increasing the user experience (UX).

User Interface (UI) and User Experience (UX) in Mobile Authentication

Login and registration screens are a gateway to your mobile applications; if they are a hassle, the user might not bother using the application. Thus, developers should pay a lot of attention to these screens regarding user experience and usage.

Here are some quick tips for mobile authentication screens:

  • Simple Registration Process: Lengthy registration forms are a big no-no. Brainstorm essential information for creating an account via mobile application and only include those fields.
  • External or Social Login: Allow users to log in via external or social accounts. This way, users don’t have to remember another password or credentials for your app.
  • Facilitate Resetting: Include forget password on the login screen for good visibility and reach if the app provides password-based login. Also, setting the new password should be seamless and fast.
  • Keep Users Logged In: Not logging out users on app close is helpful in a good experience. However, this depends on the type of app you offer. Developers should include MFA for better security if the app stores sensitive information or skip the stay logged-in feature altogether.
  • Meaningful Error Messages: Errors and how they are handled directly impact user experience. Thus, developers should keep error messages meaningful and clearly state what went wrong and how to fix it.

Tip: Customize the mobile app keyboard for the type of input field. For example – display a numeric keyboard when asking for a PIN and include @ button when asking for an email address.

Conclusion

Considering the above points would result in a great and secure user experience for your mobile app users. However, if you feel executing these guidelines would take ample time, be informed that CIAM solutions are available in the market to handle all these requirements for you.

Deepak Gupta

Co-founder and CTO @LoginRadius

Founder and CTO @LoginRadius, Software Entrepreneur. I love to write about Cyber Security, AI, Blockchain, Infrastructure Architecture, Software Development, Cyberspace Vulnerabilities, Product Management, Consumer IAM, and Digital Identities.

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