August Benefits News and Posts

Holiday Stress: How Do You Prepare for the Holidays?

FROM MIND OASIS / BY KALEIGH CARTER

It’s mid-November, and while most people are probably finalizing their travel plans and doing Christmas shopping, I’m stocking up my toolbox with tools that will help me regulate my nervous system and stay grounded to combat holiday stress. I’m fortunate to have a dear and wonderful family; the holidays tend to be merry and bright, overall. Even so, with travel, group gatherings in a covid world, and a disruption to routine, the holiday stress is all too real.

Here are a few ways that I’m preparing for holiday stress:

1. Breathwork

Lately I’ve been focusing a lot on my breathing throughout the day, not just in meditation. I’ve been learning breathing techniques to help increase my energy level and to soothe my nervous system. I’m starting to realize that all of the different breath practices that exist have a specific purpose behind them, and once you become familiar you can select which breathing technique to do based on how you want to feel.

I’ve been finding one particular technique to be very helpful: 4-7-8 breathing. This particular technique has been found to reduce stress and anxiety and help with falling asleep. To do this, you breathe in through your nose to a count of four. Retain the breath for a count of seven. Exhale through pursed lips, with some force as if you’re blowing out through a straw, making a sound like a balloon being let out. Repeat four times. [Disclaimer: breathing techniques can cause dizziness or lightheadedness. Do not try this alone for the first time if you are new to breathwork. Practice while sitting or lying down. If you are doing this without the guidance of a teacher, stop if you feel discomfort or lightheadedness.] Thank you to Hannah Kinderlehrer, for sharing this technique in her recent series, The Wisdom of the Body.

2. Movement

This is the most challenging one for me. I can do it in a class (if I can motivate myself to get there), but I have SUCH a hard time fitting movement in when it’s just me at home. I am grateful for my puppy, who gets me out on a walk each day, but I can tell my body wants a different type of movement to help release stress and tension.

Yoga and qigong are the two forms of movement I am able to get myself to do at home right now, and I especially enjoy online classes so I have the support of a teacher. I’m excited that Mind Oasis is offering The Gift of Grounding for the Holidays: Yoga and Energy Techniques. I don’t have to leave my house to attend a class with a real live teacher and other students! Plus, the recordings will still be there after the class ends, so I can continue to practice during the holidays. Time and again in my life, yoga has proven to be hugely effective at helping me manage my stress, and I know it will make this holiday season more enjoyable for me.

3. Meditation

For some reason, I’m much more likely to make something happen if it’s for someone else than if it’s just for me–this applies to meditation, too. If I have a commitment to a teacher, I’ll show up without fail. If I have a buddy who is counting on me to show up or even just to report back to them, you better believe I’ll do it. Community Meditation is such an amazing tool for providing accountability and connection. Even when I’m having an “I don’t wanna” kind of practice day, when I show up to Community Meditation and am greeted by the warmth of a friendly guide, welcoming me by name, it can totally turn things around. I know that it’s much harder to stick to a practice routine when I’m with family for the holidays, which means that I’ve got to shore up my practice now so that I can be more likely to carve out that time when I’m not at home. I also know how crucial having that time in stillness is to managing holiday stress. I’m also looking forward to the Mind Oasis 5-Day Holiday Reset as motivation to really get back in the groove.

4. Sleep

Have you thought about your sleeping patterns lately? Sleep plays a critical role in our physical, mental, and emotional health, yet in my experience there aren’t that many people talking about it. I’ve recently been diagnosed with sleep apnea, which has me paying a lot of attention to my sleeping habits and my sleep hygiene. I had no idea that good sleep hygiene includes practices all throughout the day. I don’t know about you, but I’m not the most pleasant person in the world when I’m not getting enough sleep, so I’m really working on improving my sleep hygiene so that I am better equipped to manage holiday stress. Here are two of my favorite tips that I’ve learned recently from Rosa Schnyer, who recently taught a series on Mind Oasis: 1) Spend time outdoors without sunglasses for 5-10 minutes, 3-4 times a day (avoid being in direct bright light). This helps the brain produce melatonin and can have a beneficial effect on your mood. 2) Have a journal beside your bed to “park your worries” by writing down things on your mind to do, and allocate a time within the next day or week that you will address them. This can help the brain relax and unwind from anxiety producing thoughts. With a longer to-do list on the horizon to prepare for the holidays, this practice will be especially useful. If you’re also interested in improving your sleep, you may enjoy this free 30 minute mini-workshop, taught by Sara-Mai Conway: A Brief Morning Practice for More Restful Nights.

5. Boundaries

I have a tendency to want to keep everyone around me happy (who’s with me?), and have trouble setting healthy boundaries, especially when it comes to people I love. I find that I want to maximize my time spent with my family, so I tend to skip a lot of the above items on this list. Before this holiday season hits I’m going to spend some time reflecting on what I need, so that I can show up in the most healthy and loving way for myself and for others. What about you? Are there any boundaries that you need to establish with your family?

Todd BellistriNovember 14, 2022August Benefits

Why not start off this selling season leading into the holidays on the right foot? One way to do that is to finally give some thinking to smart marketing. We don’t need to be the ones to tell you it’s very competitive out there (but we will), what with tons of start ups and side hustles all over the landscape. By developing a legit marketing program you are giving yourself a true foot up on the competition. So read on, you’ll see that its not as daunting as you think and the upside is well worth it.

FROM FORBES / BY DOMINIQUE HARROCH

In today's digital landscape the right approach to small business marketing combines advanced technology, data-driven insights, and effective digital platforms. Here’s a comprehensive guide to small business marketing to companies navigate the current marketing trends and tools that can drive business success.

Key marketing tools for small businesses

Following is a summary of 11 key marketing tools that small and growing businesses should consider when leveraging owned, earned and paid media:

1. An optimized small business website

A high-performing website is crucial for marketing today. An optimized site increases your page rank on Google and other search engines, and in today's world, fewer than 1% of searches go to the second page of a search. Key elements of an effective small business site include:

Memorable domain name: Choose a name that reflects your business and is easy to recall.
User-friendly design: Ensure your site is visually appealing and intuitive. Sites should have a clear structure, intuitive navigation and information that is easy to access.
Search engine optimization (SEO): Implement SEO best practices to rank higher in search engine results.
Mobile optimization: Since over 55% of global web traffic comes from mobile devices, you’ll want to ensure your site is mobile-friendly.
Valuable content: Regularly update your site with engaging content like blogs and articles that address your audience's interests and needs.
Fast loading times: Optimize page speeds to improve user experience and SEO rankings.
Secure hosting: Use reputable hosting services to protect your site’s data and performance.

Additionally, integrating tools like Google Analytics (now called GA4) and Google Search Console (GSC) can provide valuable insights into your site's performance and user behavior.

2. Paid search engine marketing (SEM)

Paid search engine marketing, in which you pay if a keyword is clicked on that drives traffic to your website, remains a powerful tool for driving targeted traffic. Platforms like Google Ads and Bing Ads allow you to:

Bid on keywords: Use tools like Google keyword planner to select high-value keywords relevant to your business.
Control costs: Set daily and monthly budgets, and adjust bids based on performance.
Analyze performance: Track key metrics to assess and refine your campaigns.

3. Paid listings and display ads

Paid listings on platforms like Yelp, Facebook, and Pinterest can boost visibility. Use Google’s Display Network to target ads based on user interests and behavior. This approach allows you to:

Choose ad formats: Use banners, text ads, or video ads to capture attention.
Track return on investment (ROI): Monitor clicks and conversions to measure effectiveness. Track your costs, record and monitor revenue, and record all expenses. Make sure to measure lead generation numbers, customer acquisition, and sales metrics as valuable insights into your marketing effectiveness.
Testing: By experimenting with different ad copy, targeting options, and formats, businesses can identify what resonates most with their audience, refine their strategies, and ultimately improve click-through rates and conversions. This can include A/B testing, target audience variations, ad copy variations, call-to-action (CTA) testing or visual elements where you test different images or videos to determine which visual elements attract more attention and engagement.

4. Content marketing

Content marketing remains a cornerstone of effective digital strategies. Key tactics include:

Blogging: Regularly post optimized content to drive organic traffic. Nine out of ten marketers use blogs as part of their content strategy.
Guest posting: Publish articles on popular platforms such as Medium and AllBusiness.com to enhance your reach and SEO. Strive to create “evergreen” articles, which are designed to remain relevant and valuable over a long period of time, regardless of current events or trends. Unlike timely articles that focus on current news or trends, evergreen content addresses topics that have enduring interest and utility.
Video content: In 2023, individuals spent an average of 17 hours a week watching videos online. Utilize platforms like YouTube and TikTok to engage your audience.
Content platforms: Leverage content recommendation platforms like Outbrain to expand your content’s reach.

5. Social media marketing

Social media is a powerful tool for engaging with your audience. Focus on platforms such as:

Facebook: Effective for broad audience reach and targeted ads.
Instagram: Ideal for visual content and influencer partnerships.
LinkedIn: Best for B2B marketing and professional networking.
TikTok: Useful for viral video content and younger demographics.

With over 5 billion global social media users and growing, effective social media marketing can significantly enhance your brand’s visibility and engagement. To be effective, you must regularly post interesting content to obtain and keep followers.

6. Influencer marketing

Influencer marketing involves collaborating with individuals who have a significant and engaged following on social media platforms like Facebook, TikTok and Instagram to promote products or services. These influencers, who can range from celebrities to niche content creators, leverage their credibility and relationship with their audience to drive brand awareness and influence purchasing decisions.

The impact of influencer marketing on broader marketing efforts can be profound, as it allows brands to tap into authentic, targeted communities that are often more receptive to recommendations from trusted (or at least known) voices.

This form of marketing can enhance brand credibility, expand reach, and generate higher engagement rates compared to traditional advertising. As consumers increasingly seek personalized and relatable content, influencer marketing has become a powerful tool for connecting with audiences in a meaningful way.

7. Online business directories

It’s important for business owners to list their companies in prominent and reputable business directories. Often these listings are free, but even if you must pay a small fee, it can be worth it.

The benefits include

Exposure to potential clients and customers.
Boosted SEO through backlinks.
Improved online presence and brand awareness.
Increased credibility for your business.
Low-cost or free marketing.

The following is a list of top business directories to consider listing your business:

AllBusiness.com
Better Business Bureau
Facebook Page
Google Business Profile
LinkedIn
Superpages
Bing Places for Business

8. Radio marketing

While less prominent today, radio can still be effective. Many people are in their cars during peak commute hours. To maximize radio advertising:

Targeted placement: Choose stations and time slots that align with your target audience.
Engaging content: Create memorable and concise ads.
Consider your market: Are you a B2C company (business to consumer) or B2B company (business to business)? Is your market local (like a neighborhood restaurant), national (such as selling payroll services), or international (such as selling unique clothing to multiple markets)?

The cost-effectiveness of radio compared to TV makes it a viable option for more localized campaigns.

9. Press releases

Press releases are valuable for announcing significant business updates. Ensure your release is:

Newsworthy: Focus on unique and timely information.
Well-structured: Include a strong headline, key details, and contact information.
Multimedia: Incorporate multimedia elements like images and videos to increase engagement.

10. Email marketing

Email marketing remains effective when executed correctly. Best practices include:

Segmenting: Personalize content based on customer preferences and behavior. Use data to segment your lists and target markets.
Offering engaging content: Provide valuable information, special offers, and updates.
Optimization: Use A/B testing to refine subject lines and content.
Using AI-driven tools: These can help automate and personalize email campaigns, improving engagement rates.

11. Direct mail marketing

Despite the digital age, direct mail still works for certain audiences. To optimize direct mail:

Use targeted lists: Use well-researched mailing lists to improve ROI.
Implement creative designs: Ensure your mail piece stands out and is easy to read.
Track mailings: Monitor responses and effectiveness.

More tips to enhance your marketing campaigns

Here are some additional tips to optimize your marketing campaigns:

Segment: Segment your target market to a specific audience. Segmentation can be done with respect to age, gender, income level, education, geography, purchase stage or brand loyalty, and more.
Business lists: Consider using high quality business lists such as Dun and Bradstreet, Experian Business, ZoomInfo or InfoUSA. These lists can be used in multiple channels as well, maximizing the value of the lists.
Track real time: Track your marketing campaigns in real-time to get immediate insights, make quick adjustments, and understand what is working or not.
Key metrics: Track the key metrics in your campaigns, such as click-through rate, engagement rate, conversion rate, sales, revenue, customer acquisition cost, market share, and churn rate.
Software and AI: Use software and artificial intelligence (AI) tools for social media management, content creation and testing of alternative ads.
Budget: Allocate your budget wisely. Assess the performance of different marketing channels and allocate your budget to the ones that deliver the highest ROI. Continuously review and adjust your spending to focus on the most effective strategies.
Keep current: Stay updated with trends. Keep up with the latest marketing trends and technologies. Experiment with new platforms, tools, or strategies to stay ahead of the competition and reach your audience in innovative ways. Keep up to date with experts by seeking articles from reputable business sources such as AllBusiness.com.
Promote across channels: Share earned media coverage on your website, social media platforms, and email newsletters. For instance, if a major publication writes about your product, feature this article prominently on your homepage or social media profiles.
Showcase social proof: Use earned media as a form of social proof by highlighting positive reviews, testimonials, or features from reputable sources. This can build credibility and trust with potential customers.
Strengthen relationships with media: Build and maintain good relationships with journalists and influencers. This can lead to more favorable coverage in the future and expand your media network.
Repurpose content: Convert mentions and reviews into additional content, such as blog posts, case studies, and infographics. For example, if your company was featured in a popular tech blog, you could create a detailed blog post about the experience and its impact.

Ready to enhance your small business marketing strategy?

Developing a comprehensive and modern small business marketing strategy requires leveraging a mix of traditional and digital techniques. By integrating artificial intelligence tools, optimizing SEO, utilizing effective SEM strategies, and harnessing the power of social media, you can create a dynamic and effective marketing approach. Start by experimenting with different strategies, tracking your results, and refining your approach based on performance data.