Understanding the Difference Between Digital Marketing and Content Marketing

Whether you’re a grassroots startup or a well-established business, all brands need a dynamic marketing strategy to thrive. Given that the business world is always in flux, finding the right marketing plan to fit your needs — and moreover, your budget — can be a challenge. Should you kick things off with digital marketing or is content marketing the best way to enhance your brand strategy? What’s the difference between these two options, and which is better suited for your organization?

You’ve probably heard of content marketing and digital marketing without giving much thought as to why their differences matter to your business. While it’s true that the concepts are closely related, each performs a different function. Understanding those separate purposes can help you make informed decisions to improve brand awareness and ultimately bolster more sales.

Engage Your Audience With Content Marketing

Content marketing is what drives the public perception of your business. A content-based marketing strategy involves creating quality content specifically designed to generate relevant interest in your company. After all, you can’t boost sales if people aren’t aware that you exist! But content marketing isn’t just about getting attention from new clients — it’s about finding creative ways to maintain connections with loyal customers too.

Different Types of Content Marketing

When it comes to developing your content marketing strategy, there are plenty of content types to explore. The types of content you choose will depend on your goals, audience, and industry. That said, there are some forms of content that many marketers find universally effective.

According to HubSpot, businesses that prioritize blogging are 13x more likely to see a positive ROI (Return on Investment). Everything you put on your website, into social media posts, and in your marketing emails is considered content — and we’re not just talking about text, either. Visual materials like images, graphics, and videos are a vital part of the content creation process too.

Bottom line? Engagement is at the heart of all great content marketing. Engaging content empowers your business to genuinely communicate with consumers to answer questions about your services, highlight key product features, or demonstrate your expertise. Given the right balance of time, effort and consistency, content marketing is an affordable way to build brand awareness, thought leadership, and client trust.

Enhance Your Reach With Digital Marketing

Now that you’ve created all this incredible content, how can you make sure that you’re using the best distribution channels to get the right eyes on your brand? That’s where digital marketing comes into play. If content marketing is the driver of your brand strategy, think of digital marketing as the vehicle. It’s what gets your great content out into the world to generate leads.

Digital Marketing Tools & Strategies

You might have already noticed that there’s no shortage of digital marketing channels to share your content on. Each of these new platforms promises to reach more people than the last. According to a recent Awario study, there are over 3.5 billion users across social media channels alone. That’s a lot of noise! To reach the right people, it’s not enough to routinely post on your organization’s social media accounts; your content also needs to be optimized.

SEO (Search Engine Optimization) tactics are a tricky yet essential part of a well-rounded digital marketing strategy. You can use SEO best practices on blogs, web copy, social media posts, and more to help drive your business to the top of search engine results. That way, your business is easier to find by people looking for products or services in your industry.

It may be tempting to try every content option and digital marketing tool on the market. However, producing and promoting content for the sake of covering your bases is both inauthentic and time-consuming. Strategize with your team to determine the best content for your niche, and focus on delivering those items well. Don’t be afraid to experiment to figure out what works!

In many ways, content marketing could be considered an offshoot of digital marketing — and vice versa. That’s because, more often than not, both types of inbound marketing rely on one another to maximize your reach and enhance engagement. You may feel you don’t have the time, resources, or budget to effectively “do it all.” But you’d be surprised at how far even a little planning can get you towards your marketing goals.

Ready to kick start your digital marketing strategy? Eager to revive your tired content marketing plan? Connect with us on Facebook or join us at our next YES event to bounce your ideas off other like-minded entrepreneurs!

January 6, 2020/by Janelle Anderson

News

3 Reasons Why Print Marketing Isn’t Dead

If you’re like most small business owners, chances are you look for every opportunity to minimize your overhead costs and maximize your profits — all while maintaining an excellent product or service offering for your clients. A tall order, sure, but that’s just good business. Far too often, marketing budgets are the first resource to get slashed in the name of financial cutbacks. Unfortunately, this may not always be to your long-term benefit.

In a digital landscape, where it’s much easier and more affordable to open a corporate Instagram account than it is to produce hardcopy marketing collateral, it’s easy to see and understand the growing dominance of online marketing. But what if digital marketing simply wasn’t enough? Don’t get us wrong, digital channels are absolutely essential for developing a well-rounded marketing strategy. But it’s not the only option.

Here are three reasons why print marketing isn’t dead and why you should still incorporate print assets into your marketing efforts.

Print Marketing Helps You Stand Out

It’s no secret that we’re living in the age of the internet, which has revolutionized the way we do business. The volume of people now using the internet worldwide has grown exponentially, especially over the past few years, clocking in at over 3.7 billion users. That’s a 7.5% increase since 2016! Given that growth, an IBM study shows we create a stunning 2.5 quintillion bytes of data every single day. Add to that the billions of users active on social media, and we’re facing quite the racket. Amidst all that noise, how can your business stand out through the use of digital methods alone?

With all this focus on digital platforms, producing print marketing materials is a great way to strategically expand your audience in ways that the competition might overlook. Considering the fact that people still have lives offline, it makes sense from a client acquisition standpoint to take our brand awareness efforts offline as well. That way, your business can cut through the overwhelming barrage of brand messages online to better connect with potential customers — wherever they are.

“Old School” Methods Evoke Trust

Speaking of which, you might be surprised to hear that not everyone prefers to live their lives online. Older generations, in particular, may be less inclined to adopt fully digital lifestyles. Regardless of age, there’s also a growing awareness of the need to “unplug” from time to time. That means many of your potential clients might be more inclined to engage with print materials than digital ones. According to one study, millennials actually respond better to print marketing than they do to email marketing. Why? It comes down to trust.

Think about it this way: the internet is rife with scammers, hackers, and virus-ridden hyperlinks. Sometimes, that translates to mistrust of online businesses and their offerings. Since there is a cost attached to designing, printing, and distributing print assets, scammers are much less likely to pay up when they could just run a phishing scam. Consumers are often more receptive of print because it indicates legitimacy and authenticity.

Hard-Copy Ad Materials Are Tangible & Tactile

In a world of fake news, PhotoShop, and social media filters, authenticity seems to be a rarity these days. As consumers confront their growing mistrust of online content, it presents business owners with a unique opportunity to return to traditional modes of advertising. Conventional marketing tools tend to be more tactical and, therefore, more likely to spark engagement. Why? Screen-time has become more distracted and passive than ever.

When was the last time you watched TV without scrolling through your phone at the same time? In a 2018 survey, Nielsen found that most audiences juggle multiple screens simultaneously. That means a consumer must encounter your brand online dozens of times before your messaging sinks in — if at all.

Print marketing, on the other hand, is tangible. Customers can bring it home with them, hang it on their fridge, and even cart it around on the side of a tote bag. In that sense, your brand messaging becomes a more permanent part of their lives. Plus, according to neuroscientists, our brains concentrate more easily and retain information more effectively when reading print versus online text.

Ultimately, to grow your business, it pays to develop a robust marketing strategy that incorporates both print and digital mediums. The two in tandem will help grow brand awareness and client trust across multiple audiences.

Hungry for more SMB marketing advice? Bring your appetite to our next monthly YES Mixer for a casual networking opportunity with other local business owners. And yes, there will be food and refreshments, too!

December 18, 2019/by Ghostit Content Marketing

News

Networking 101: Tips for Creating an Effective Business Card

At YES Victoria, we love a good business mixer as much as the next entrepreneur. Having hosted many successful networking events over the last decade, we know that building your professional network is about more than hobnobbing with business owners over cocktail hour. Useful networking should generate results — allowing entrepreneurs to build strong, valuable connections that translate to stronger business prospects. But how?

There’s no reason a networking mixer shouldn’t be fun, but it’s easy to get caught up in the social aspect and lose sight of your true purpose for attending. Handing out an awesome business card is an excellent way to stay on track. It’s the quickest way to leaving a lasting impression with everyone you meet. But here’s the catch — not just any business card will do.

Whether you’re a startup creating its first set of business cards, or a thriving SMB looking to freshen things up, here are a few essential tips for crafting the ultimate business card.

Keep Your Business Card Concise

Tempting as it may be to include every morsel of detail about your company, the best business cards are short and sweet. Stick to the basics in such a way that is both interesting and to the point. Overloading a pocket-sized business card can make you appear sloppy and unprofessional — plus, it’s just plain overwhelming to read.

White space is your friend. Share only the important details, add some basic design elements, if relevant to your business, and you’re set! Bear in mind that a concise business card is effective because it’s easy to read, understand, and remember. Think of it like an elevator pitch on paper — your goal is to pique interest, not to bear all.

Print With the Professionals

If you’re a relatively new startup or small business, we understand that your marketing budget and resources may be somewhat limited. Don’t worry; creating an effective business card doesn’t have to break the bank. In fact, even with only a small investment, you can design and print your new business cards with a professional.

Unless you have your own commercial printing capabilities, try to avoid doing DIY business cards. The truth is, they tend to cheapen your brand and give off the wrong impression to your clients and prospects. Instead, try reaching out to a local print shop, or leverage the affordability of online print and design companies like VistaPrint or Moo Print Ltd. Most printing shops offer bulk discounts and small business deals, too.

Follow Design Trends Carefully

If you’re new to the world of graphic design, building your first business card may leave you feeling like a kid in a candy store. Between all the different shapes, sizes and cardstock finishes to choose from, you might lean toward the more flashy, on-trend designs.

Don’t get us wrong, there’s certainly room here for some creative freedom. That said, stay mindful of your audience. Only choose graphic elements that are relevant to your business.

Experiment With Functionality

If innovation is a driving force or philosophy at your company, consider experimenting with a business card that serves a dual purpose. Get creative with the design so that you’re both sharing your business details and providing clients with a useful tool. For example, you might print a business card onto a magnet or design a card that folds into a phone stand. That way, you stand out more and decrease the chances of your card ending up in the recycling bin.

Review Your Content for Errors

Sounds obvious, right? Judging by the number of typos and design cut-offs circulating on even the most professionally produced business cards, we could all use a reminder. Editing your content and reviewing your business card mockups at every stage in the game is critical. It may seem like a time sink, putting in the extra effort of revision. In the long run, though, triple checking everything before it goes to print will save you time, money, and resources.

Ultimately, your business card should be a simple, memorable reflection of who you are and what your company is about. Follow these essential tips on creating an effective business card, and we’re confident you’ll be a big hit at your next business mixer!

Plan on putting these tips to good use? Be sure to bring along your new business cards to our next networking event — we can’t wait to see what you come up with!

December 9, 2019/by Ghostit Content Marketing

News

Top 5 Tips for Entrepreneurs Looking to Hire Their First Employee

Starting a new business venture is an incredibly exciting process. That said, nothing quite prepares you for the investment of time, money, and resources required to grow. We tell ourselves that the hustle is worth it; that the entrepreneurial life demands our everything because that passion empowers us to live the dream. But how often have you wished for more hours in the day to complete routine tasks? How many times have you tried to standardize, automate, and multitask your way to higher productivity? If any of this sounds familiar, it might be time for you to think about hiring your first employee.

1. Gauge How Busy You Truly Are

If you’re reading this blog post, it’s safe to assume you’re pretty sold on hiring your first employee. Whether or not you’re certain, it’s a good idea to sit down and determine how busy you are. You know what we’re talking about — most entrepreneurs experience hectic and slow seasons, respectively. Are you overwhelmed because you really need the help, or are you burning yourself out making busywork?

To figure out the extent of your busyness, do a little workflow audit. If you find you’re consistently swamped to a point where you’re turning new clients away, you probably need to delegate. That way, you can get back to what you do best.

2. Make a Hiring Budget

Now that you know how much help you need, it’s time to set your hiring budget. Before you start cringing over your finances, keep in mind that hiring your first employee adds tremendous value to your business. As entrepreneurs, we can get so caught up in the lone wolf mindset that we forget it takes a village to scale a business. So while you may need to cut costs elsewhere to make room for a new hire, finding the right person will be worth the investment.

3. Consider Outsourcing to Freelancers

Once you’ve determined your budget for hiring, you may find that you have financial limitations. If you can’t afford to hire a full-time permanent employee just yet, don’t panic. There are plenty of affordable hiring alternatives when you’re willing to outsource the standardized tasks to freelance agencies or contractors. For example, let’s say you wanted help running your social media channels and blog so you can focus on client acquisition and retention. There’s a freelancer for that!

4. Get Your Documentation in Order

Whether you’re hiring a full-time employee or a freelancer, you need to get organized before you start searching for the ideal candidate. Completing the workflow audit we mentioned earlier is a great place to start. Use the audit to decide what tasks you want to keep for yourself and those you plan to delegate to your new employee. Our advice? Document everything! Jot down your procedures, list your expectations for their role, and brainstorm a variety of routine tasks, one-off projects, and “filler” work for slower days. That way, you’ll have a better idea who you’re looking to hire.

5. Prioritize Candidates With Small Business Experience

At YES Victoria, we know a little something about HR for small businesses, so here’s a pro tip: try to find candidates who already have small business experience. If this seems obvious, bear in mind that plenty of startups opt to hire employees coming from big, impressive companies because they appear more experienced.

While formerly corporate employees do add value, candidates with SMB experience often have more realistic expectations for the scope of work required at a small business. Those who’ve only worked for major brands are accustomed to plenty of direction, well-established procedures, and clear-cut roles. The environment at a growing small business requires a uniquely qualified, yet flexible employee who’s willing to wear a few different hats within their role on your team.

So there you have it, 5 tried and tested tips to help simplify your first run at the hiring process. Best of luck on the search, and happy hiring!

Ready to hire your first employee? Networking is a great way to meet local, like-minded people who could lead to your next hire. Join us at our next monthly YES mixer to find out!

November 20, 2019/by Ghostit Content Marketing

News

Digital Marketing: 5 Reasons Why Entrepreneurs Need to Get On Board

The world of business is continuously changing, and our culture’s obsession with technology demands that entrepreneurs evolve, too. In many ways, there’s never been a better time to start a business. With the rise of the internet, opportunities abound through digital marketing to reach new and ever-expanding markets.

So how do you navigate the digital era when the goal isn’t just to survive as an entrepreneur but to thrive? At Your Entrepreneur Society, we spend a lot of time helping Small to Medium Businesses (SMBs) grow, and digital marketing is a significant part of that effort.

Whether you’re a new startup or an established local business, digital marketing is essential to the long-term success of your brand. When it comes to staying competitive, any entrepreneurs unwilling to adapt to digital trends get left behind. That’s why we’ve compiled a list of five top reasons why entrepreneurs should use digital marketing. Let’s jump right in!

1. Expand Your Reach

Think of digital marketing as your go-to toolkit for entrepreneurial outreach. Inside your toolbox, you’ll find the nuts and bolts required to build a business — and it never comes down to just one tool.

The internet offers unique, unparalleled access to myriads of local and international audiences. Businesses can use a strategic combination of digital marketing practices, like web pages, blogging, email marketing, and social media, to reach heaps of new customers online. After all, how can you make a sale on your products or services if nobody knows you’re in business?

2. Grow Your Brand

Let’s talk about entrepreneurial growing pains — yes, we all get them at some point! Building brand awareness and maintaining relevance are two of the most difficult ongoing challenges SMBs face. Fortunately, building your online presence is a great way to get your business out into the world and convert new audiences into paid customers.

Social media is a great place to start. According to this 2018 Facebook study, 86% of Canadian consumers use social media to discover new products and services online. Talk about a huge market! Consistently posting relevant, targeted content across the social media channels most suitable to your customer helps increase brand awareness.

3. Stay Competitive

You might be reading this and wondering, “Okay, so without digital marketing, we fall behind, but if every business uses digital marketing, how is it possible to get ahead?” The truth is, not all businesses use digital marketing yet. For those that do implement a digital marketing strategy, you get a sneak peek right into their playbook.

It used to be that you had to covertly keep an eye on your competition from secluded street corners or through tedious market research. Nowadays, you can track competitor success straight across their social media channels. Keep an eye out for what types of content they post and tweak your own strategy based on how their content performs.

4. Improve Your Marketing ROI

Traditional marketing tactics like offline ad campaigns, billboards, or T.V. commercials are notoriously expensive. Digital marketing, on the other hand, is an affordable alternative with powerful results.

Consider social media ads. Let’s say you’ve posted some brilliant blog content on Facebook that performs well with your followers, so you decide to boost the post. Even at rates as low as $3, you can get your content — an extension of your brand — in front of thousands of people uniquely targeted based on their personal details and activity within the social media platform. You can’t buy that kind of precision just anywhere!

5. Enhance Your Entrepreneurial Network

Digital marketing isn’t just about connecting with your direct customers; it’s also a fantastic way to network with other SMBs, both locally and abroad. Digital marketing empowers you to present your business as an industry leader, too, which is particularly vital in the business-to-business (B2B) industry. Sharing highly valuable content that your fellow entrepreneurs relate to, just the same as your customers, is a win-win.

Despite the various benefits of digital marketing, many businesses remain resistant to adaptation. While there’s certainly still merit in implementing traditional marketing methods, companies should take advantage of modern digital alternatives. With even the smallest digital shifts, you’ll be pleasantly surprised by the results. Trust us — entrepreneurship is what we do!

Want to connect with other like-minded entrepreneurs? Join our YES Victoria community on Facebook, and keep tabs on upcoming events and learning opportunities!

October 28, 2019/by Ghostit Content Marketing

Mixer and Events, News

12th Annual YES Charity Golf Tournament!

Join us at the 12th Annual YES CHARITY GOLF TOURNAMENT
Presented by Platinum Events and YES Victoria in support of the Pacific Centre Family Services Association!

Tuesday, July 23rd, 2019
Location: Bear Mountain Valley Course

Details:
11:30 am to 1:00 pm Registration,Range Warm-up
1:30 pm Shotgun Start
6:30 pm Cocktail Reception, Closing Ceremonies, Dinner and Networking

Player Registration:
$225 each – $175/player for a foursome or for YES Members
$80 each – Dinner Only

Sponsorship Opportunities:

Title Sponsor – $ 3,000
Premium exposure and branding associated with this event
Opportunity to speak for 2 minutes during closing ceremonies
Foursome for the event – $1000 value
4 extra lunch buffets – $400 value
Additional Social Media promotions leading up to and after the event

Cart Sponsor – $2,500
Exposure and branding during event
Signage on all carts
Foursome for the event
Additional Social Media promotions leading up to and after the event

Lunch Sponsor – $ 2,000
Exposure and branding during event
Foursome for the event
Additional Social Media promotions leading up to and after the event

Hole Sponsorship (18 available) – $ 1500
Opportunity to provide an activity, giveaway, or product sampling
Hole signage
4 entries into the Golf Tournament

Hole Sponsorship – $ 1000
Opportunity to provide an activity, giveaway, or product sampling
Hole signage
2 entries into the Golf Tournament

Goodie Bag Sponsorship – $500
Logo on Goodie Bags
Exposure and branding during the event

TO REGISTER:
https://westin-bear-mountain-golf-resort.golfems2.com/event/yes-golf-tournament-2019

FOR MORE INFORMATION or to sponsor or provide auction items or prizes….

CONTACT:
Platinum Events: info@platinum-events.ca or 250.818.0530
YES Victoria: admin@victoriayesgroup.com or 250.732.0986

July 10, 2019/by IdeaZone

Mixer and Events, News

Thank you for joining us at the Stathcona Hotel

Thank you to The Strathcona Hotel Inn for opening your doors and welcoming us to your gorgeous venue!

We hope you enjoyed us for our Summer Mixer!

This is what building community and connections is all about. We look forward to seeing you all and working with you throughout 2019 to your business success!!!

July 10, 2019/by IdeaZone

News

Consultants 4 Cause Give 25% of ALL Revenues to Victims of the Fort McMurray Fires

Telephone

250-588-8843

Email

consultants4cause@gmail.com

It has been extremely difficult to watch the devastation of that the wildfires have had on the community of Fort McMurray and the surrounding areas. We all want to help as much as we can. These Vancouver Island-based entrepreneurs have formed Consultants 4 Cause, a brilliant way for local businesses to gain valuable knowledge while helping our neighbours during this most challenging time.

Founded by five motivated and passionate University of Victoria commerce students with over 10 years of experience in marketing and digital strategy, Consultants 4 Cause (C4C), strives to help people and businesses better understand online and personal marketing and give back to local communities and those in need.

Consultants 4 Cause helps you increase your social media presence and website use-ability, and 25% of ALL revenue donated to aid victims of the Fort McMurray fires.

Build your online presence, learning from C4C’s Hootsuite Certified Team, who will adapt their program to your knowledge level. Offering great rates and packages for individuals and corporations, all while supporting those devastated by the forest fires impacting the Fort McMurray community, Consultants 4 Cause is the perfect win-win for your business and community. The skilled professionals of C4C’s consulting team share the skills and expertise you need to succeed online.

Click HERE to find the right package for you and your business, or get in touch at consultants4cause@gmail.com or (205) 588-8843 to find out how the team can help.

May 13, 2016/by IdeaZone