The Found Gen

Marketing That Works.

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Why is Content So Dang Important?

And why you better hop on the train or miss the ride

Hey! Look at me! Look at ME! I’ve got something you neeeeed!”

Cue the pop-up, tacky Instagram ad or creepy targeted banner ad showing you something you were just looking at on Amazon on a different website.

How are those marketing tactics working out for your business? How are they working on you as a consumer?

While we will probably never escape these invasive and just plain gross forms of targeted advertising, consumers are getting fed up and learning how to ignore it. Humans are sick of the sales drivel and getting better at sorting through the muck to find the brands that they value – which are usually the brands that value them. How do you show your customers that you value them? Give them what they want: relevant, informative, authoritative content.

Content is the art of communicating directly with your audience without getting all salesperson schmoozy with them. Rather than saying “Hey, buy my stuff!” you focus on topics and information that will be of use to your customers. If you’re doing it right, you get people to read and view your content, derive some kind of benefit from it, then eventually give you their business.

That’s the idea anyway. In reality, too many businesses treat content marketing as sales and do away with delivering valuable information, focusing instead on some kind of backhanded sales pitch.

We’re here to tell you that the old ways of telling people that 9 out of 10 doctors recommend smoking while pregnant are done. Tacky banner ads are done. Overselling your product or service is done. Telling, instead of asking, is done. Treating your audience like numbers instead of humans is SO DONE!

Content marketing is the only kind of marketing that is going to work with the savvy consumers of our times.

So, what can content do that other forms of marketing can’t? Here’s a list (read it and weep, email spam!)

  • Build your reputation. Build trust
  • Increase conversions
  • A cost-effective way to bring in new leads
  • Demonstrate your expertise and build authority
  • Set yourself apart from competitors
  • Enhance your social media strategy and builds traction
  • Improve your SEO ranking
  • Boost your PR strategy
  • Drive more inbound traffic and leads

And just for your edification, here’s a list of all the different types of content

  • Blogs
  • Videos and micro-videos
  • Social media posts
  • Info graphics
  • Podcasts
  • Case studies
  • eBooks
  • Webinars
  • Photos
  • Checklists
  • Memes
  • Whitepapers
  • How-to-guides

One last note before we let you go get to work on your content. As you are creating content remember that if your voice, your message, your branding is all over the place, people won’t be able to trust you as easily and your credibility goes out the window. Be CONSISTENT!

Be consistent in

  • Quality
  • Voice
  • Design
  • Publishing schedule
  • Your values
  • Your message

All right, we’re going to call it good for today, folks. We think you get the picture. Content is king. Consistency is the queen who actually calls all the shots. You need them both to succeed, especially in the post-pandemic marketing world.

Need help with content, guess who’s got you covered … See how we did that? Lots of useful, valuable information. Hopefully we built some trust by conveying how much we actually care about content and then a small nudge at the end.

We didn’t invent the content marketing game, we just make it look so good! All right, we’re getting carried away now. Signing off. Until our next scheduled content…

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Good Riddance to 2020: A Year We Don’t Need to Look Back On

Looking forward to a new year of success

2020 was kind of like that roommate you had back in college. It was fun for the first few weeks, then you realized they were a mooching, snoring, untidy, perpetual hot mess. Then you realized you’d be living with them for a whole year unless you did something drastic.

Unfortunately, we couldn’t petition for a 2020 room transfer. We just had to deal with it and make the most of it. Here we are on the other side and we can all collectively breathe a sigh of relief. Life still isn’t perfect, the world still isn’t utopia. But, hey, it never was. We can just focus on being grateful for our health, our loved ones and the fact that the earth is still spinning through space and the sun hasn’t gone supernova yet. Work with what you got, right?

Now is not the time to look back. Like Orpheus in the underworld, we must keep our eyes forward lest Hades take our last remaining treasures away. We are going to look back at some point and count all the lessons learned, the blessings in disguise, laugh it off. But right now we just can’t. We. Just. Can’t. Too close. Too soon. Give it time to heal.

While we’re stepping out of the muck of 2020, there is work to be done. So, let’s focus on the future and trust that 2021 will make up for a year that made us feel like we were trapped in a dystopian time warp. Let’s focus on building our businesses and ushering in a new era of success and prosperity.

Focus on branding in 2021

With the major amount of downtime in 2020, many businesses took the opportunity to address their old look. Quarantine gave us plenty of time to give a good audit to our design assets – our brand, logo, website, social, etc. Maybe you noticed that your website could use a redesign or your logo could be rebranded to better capture the essence of the business you’ve become.

There’s an old saying: when fishermen (fisherpeople) can’t go to sea, they repair their nets. Think of your design and branding assets like nets. Are they capturing the customers and clients your looking for? If not, it’s probably time to update your look to greet 2021 and the years to come with your best face.

Focus on your plan for 2021

How did business change for you in 2020? We’re willing to bet that it transformed much of how you operate, what your clients need and what your business needs to succeed in the post-pandemic world. It’s time for a good hard look at your business strategy. Bust out an ol’ SWOT analysis, set new goals, review analytics, look at your key performance indicators, etc. Look at your business strategy as if you were a stranger to it and be honest. Is it going to cut it in 2021?

We’d be willing to bet (all or nothing!) that you need to revise your strategy. So, freshen it up – create a new strategic plan that speaks to the new market and the new world. It may even be in your best interest to just start from scratch and give your business plan a complete overhaul.

Focus on your content for 2021

Even though you might have relatively the same target market and demographics, in 2021 you’re going to be speaking to new customers. Your new marketing messages and content will be addressed to humans who had their lives upended, saw a country divided, saw a global pandemic and saw loss and trauma. There’s no way to soften the blow – we all got collectively messed up by 2021. But we’re adapting, coping the best we can, and people are still in need of goods and services. Just make sure your content speaks to the transformed minds and emotions of your customers.

We’re not talking about working through our PTSD in your blogs and Instagram content. It’s more of a shift in tone. It’s more of a subtle move to compassionate content that speaks to the psychographics of your audience. Your brand’s voice shouldn’t read the same way it read in 2019. This is a new era and your content should reflect that.

Need help looking away from the garbage fire that was 2020? We recommend a good bottle of scotch. But if you want more than a deep sleep and a hangover, we’ve got everything you need to make sure 2021 is a banner year for your business.

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Setting Yourself Up for a Successful Marketing Campaign in 2021

Here we are knocking on the door of 2021, and I think most of us can wholeheartedly agree that it’s about effing time! Good riddance, 2020! Hello to new opportunities in the New Year.

Tis the Season for Resolutions

The start of the New Year has always been a time for resetting – taking stock of what is going well in our lives and reevaluating what could be going a heck of a lot better. And no matter if it’s business or personal, we always know there is room for improvement.

When it comes to growing your business, that means following a pretty simple step-by-step process that includes the following:

  1. Reach more potential customers with more effective marketing messages.
  2. Convert more potential customers with customized marketing content.
  3. Retain and grow existing customer base with frequent touchpoints so they want to keep coming back for more.
  4. Do a happy dance. Then, lather, rinse, and repeat.

Important to remember with all of this, however, is that marketing is not just smattering the internet with anything and everything you can grab hold of in order to expand your reach.

No, no, no!

It’s far more strategic than that, and when you do things right, it doesn’t have to cost a fortune either. It all comes down to quality over quantity. Precision over power.

Your business has its own identity. Let it thrive by giving it space to do what’s right for it to grow. Forget what everyone else on the block is doing.

Successful marketing campaigns really come down to doing the little things right, and that’s what we’re here for. At The Found Gen, we know that your business runs on you and that your clients are real people – not just algorithms on the internet.

Let us help you connect you with the right people and the right time so that 2021 becomes your best year yet. Take the next step today by getting in touch with us.

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Goal Setting for 2021

Key Things to Focus on For Business Growth

2020 throw a wrench in your spokes? Yeah, we know. It’s a sore subject. Moving on…

Basically, if you managed to complete a single business goal, let alone find the time or energy to create any, then you had a great year by apocalyptic standards. Go you! Take your wins where you can.

2020 took a lot out of us as humans and it raked many businesses over the coals. But we also found new opportunities to flex and pivot in directions that were unimaginable before. We survived, and 2020, for all its flaws, has made us more resilient and scrappier than ever.

But 2021 is coming and we need to get back on track. When the going gets tough, we get to planning. The best thing we can do for our businesses right now when the future seems uncertain is to set goals and map out a plan. We wanted to take some time and help you plan for the year ahead.

Here are 6 key areas that you can focus on for business growth in 2021.

Your online presence and e-commerce platform

When COVID struck we saw almost every aspect of business retreat to the safety of the web, apps and other uses of remote technology. So, how’s your website? Is it equipped to handle your customers’ needs if they can’t access you or your product in person? Do you have a solid online store? Are you engaging on social media and using the platforms efficiently? The pandemic changed everything about business operations and many of these changes are here to stay. Get yourself ready to take your business online.

Cost per lead

The total cost of generating one lead – what does it add up to for your business? You can typically make a calculation based on your advertising and marketing costs, but what about your time? Are you factoring that into your CPL? You need to know these numbers. Once you have a solid idea of your CPL, you goal for 2021 should be to increase your qualified leads and decrease your spending per lead.

Figuring out your marketing data

Analyzing website traffic, invoices, client information and communications, leads – every piece of information that you can target and track, you should be collecting. The more you understand your data, the more you know about your ideal clients and the way your business functions. By figuring out your data, you can find ways to save money, increase sales and revenue and hone in your competitive advantage.

If you don’t have a good data collection system, start by creating a process that is repeatable and scale-able. Be consistent with data collection, make it simple to do and constantly evaluate your data, as well as improving your system.

What actual/attainable goals can you identify?

By now the SMART goal acronym should be branded on your brain. But we’re going to hammer it home because it’s so simple yet so powerful. The most direct and manageable way to achieve your goals is the SMART way.

Specific. Clearly define your goal. Quantify your goals with realistic, data-driven numbers. For example, you want to gain 25 more leads per quarter, or see sales climb by 10%.

Measurable. The only way to know if you have reached your goals is if they are quantifiable. To know this, you need to have solid bookkeeping and data tracking already locked down.

Attainable. Sure, we all want to increase website traffic by 1000% and bring on 100 new clients, but if we set goals that are not attainable, we set ourselves up to fail.

Relevant. Your goals need to be relevant to your business growth and your brand. You could go a thousand different directions, but what is most pertinent to your needs this year?

Time-bound. Create a sense of urgency. Give yourself a deadline. Break down your goal into milestones so you know if you’re on track. By giving your goals target dates, you can keep on track with business growth and better plan for the future.

Keeping an eye out for changes and staying flexible

2020, we have you to thank for ensuring that we never take the status quo for granted again. The only constant in marketing (as in life) is change. Never forget this. And though this may be one of the most difficult facets of business to plan for, we have learned so much in the past year about adapting and remaining flexible.

The biggest favor you can do for yourself is to stay on top of industry news and all latest happenings in business. Build LinkedIn connections that are zeroed in on news relevant to your business. Sign up for industry newsletters. Do everything you can to stay informed.

Self and family care

Last but certainly not least, we want to encourage and remind you to take care of yourself. This means eating, exercising and sleeping well. It also means knowing when it’s time to put the business aside and focus on self and family. You won’t do your business any good if you’re a hot mess. You won’t do your family any good if you can’t relax and let go.

2021, our hopes are high, but not unreasonably so. Basically just suck a little less than 2020 and we’ll be happy.

Best of luck setting your 2021 goals. And, as always, let us know how we can help.

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Giving Thanks to a Crazy Year

We know you don’t need us to tell you just how crazy of a year 2020 has been – you’ve been on the same tumultuous ride as us. But as we look back, we realize there really is a lot to be thankful for despite a pandemic, economic uncertainty, civil unrest, and a roller coaster of an election cycle.

In fact, it’s really because of the dynamic environment surrounding 2020 that we’ve all had to rise to occasions many of us previously thought insurmountable. Perhaps you’ve had to pivot your business and target completely new customers, or perhaps you’ve been fortunate to see a surge in clients and thus also have had to pivot.

Whether we like it or not, where we are today looks a heck of a lot different than where we were a year ago – and there is a lot of good in that. Here are some of the reasons we’re most thankful this year:

  • A global pandemic has forced us to redefine what it truly means to put our family first. And this year for those on our team, it looks a lot like getting makeovers from our toddler while multitasking on a client’s project, cradling a newborn while researching for a new assignment, or stepping aside from the laptop to make sure our distance learners have not wandered astray…again. All craziness aside, we are so thankful for the support of our families – and our team – every minute of every day.
  • We must continue to be advocates for change. Despite so much pain and sadness this year, we are grateful for those who have chosen love over hate and who are working so hard day-in and day-out to elevate the voices of those who most desperately need to be heard. We are also grateful that we too get to be active participants in the betterment of our future. If your voice needs lifting, please let us know.
  • Health is never something to take for granted. Nuff said.

As we look ahead to 2021, we are optimistic that many of the positive changes we’ve seen come out of this year will continue into the future. Onwards and upwards. With gratitude.

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Why Aren’t You on LinkedIn?

With so many social media platforms begging for your attention and unscrupulously gobbling up your brain cells, it can be easy to write off every platform as a time-waster. But not all social media platforms are created equal. When used properly, each platform offers different ranges of benefits for users that can utilize the system to maximize the platform’s potential.

Of all the social media platforms, LinkedIn can be one of the most beneficial channels for SMB owners. It’s been around longer than Facebook, Twitter, Instagram and all these whipper-snapper platforms. Whether you’re searching for referrals, building a professional network, or building a brand, LinkedIn is an invaluable asset to anyone attempting to enter the professional realm of any industry.

Ready for some stats? LinkedIn can boast about the following:

  • Over 660 millions user in 200 countries
  • More than 30 million companies on its platform
  • 2nd most popular B2B marketing platform after Facebook
  • 52% of buyers rank LinkedIn as the most influential platform in their buying process

And here are 6 more reasons to get on LinkedIn now.

Peeps are peepin’ at your LinkedIn

By peeps, we mean potential clients, potential referral sources, that guy at the coffee shop that you handed your card to. LinkedIn is the first place most professionals will go to learn about you. LinkedIn is a living digital C.V. that paints a complete (depending on how well you maintain your profile) picture of your professional experience.

It’s all about connecting with people

Building relationships is at the core of a good marketing campaign.

With LinkedIn, it’s not about amassing a huge amount of followers. It’s about creating a network of people that you can interact with in a meaningful way. Some of our clients that have had the best ROI from LinkedIn only have 200-300 connections. It’s the quality, not the quantity.

Get recruited

If you’re looking for a W2, Apple, Google, Disney and thousands of other employers recruit on LinkedIn. Even if you’re not actively job hunting, you could be missing out on potential opportunities by not being on LinkedIn.

Build your brand

As a small business, your brand is vital these days. It helps you stand out in your industry, makes you marketable and tells your story to a massive potential field of professionals.

Find the right referral sources

As LinkedIn has the most comprehensive network of people actually sharing their job title publicly, you can use it to build relationships with your precise target audience. Know you need VP of Operations at small manufacturers in the midwest? A quick LinkedIn search and you’ve found a few thousand options to reach out to with a click of a button.

A source of information and industry news

Even if you’re not about the connections, LinkedIn is still one of the best places to follow the industry giants, connect with experts in your field and keep up industry news. On LinkedIn you’ll get more relevant news on your timeline than just about any other social media platform. It’s a wise thing to stay on top of business-related trends, reports and data.

So, is the moral of the story that you be on LinkedIn no matter what? No, that’s not what we’re pushing for. But if you feel like you could use any of the offerings on LinkedIn to your advantage to boost your professional or personal career, why not join?

It’s certainly not required to have an account, but of all the social media platforms, LinkedIn can boast some of the most direct benefits to its users. Plus, it’s free, so it can’t  hurt to at least try it out.