August Benefits News and Posts

Hygge: The Danish Philosophy for a Happier Life

FROM OUR FRIENDS AT MEDIUM.COM

Do you ever feel like your life is a storm of deadlines, worries, and duties? Do you ruminate on the past — or worry about the future? Are those around you taking advantage of your good nature and draining you? If this sounds like you, then it is time to find some hygge!

Hygge is a Danish word that is pronounced as “hoo-ga,” and often translated as “coziness,” but it’s not just about feeling snug and comfortable.

The actual meaning of the word hygge includes happiness, contentment, and sometimes even wellbeing. It refers to an atmosphere of warmth or coziness, sometimes with lights dimmed or with candles lit. Hygge is a feeling of comfort and safety alone or with family and friends. It is also about traditions and seasonality.

Hygge can be the enjoyment of life, warmth in the heart, and a sense of home.

In our busy modern lives, our stress levels are on the rise. Hygge makes it possible to slow down, appreciate the little things in life, connect with others — or just find personal sanctuary in an increasingly fast-paced world.

This is not just a concept but also a philosophy and way of living that can be applied to both our personal lives and our homes. So let’s learn how to enjoy life fully through hygge, the proper way:

The Danish Attitude Towards Hygge

The Danes’ attitude towards Hygge has been influenced by their historical background. Their cozy lifestyle is credited as one of the reasons why Denmark is always at the top of the world’s happiest countries:

Finland
Denmark
Switzerland
Iceland
Netherlands
Norway
Sweden
Luxembourg

The Danish culture has shifted to a more traditional view of society. This has led to an increase in traditional values. Some of these values are:

The appreciation of family life
Hospitality and generosity
Neighborliness and civility
A focus on local community life that is characterized by mutual care and involvement.

In other words, the Danish people cherish their time together, which is emphasized in the Hygge philosophy. This has also influenced their attitude towards work and relationships.

The Danish people value the importance of working together and looking out for one another through mutual care and involvement. They believe in giving back to others rather than receiving from them; they feel that society should give back to its members even if they do not ask for help.

Danes have a very positive attitude towards life and this is something that might be contagious during your visit to Denmark. Their love of socializing is something that you will appreciate more and more with time. In the end, you will come to realize just how easy it is to become one of them.

Apply “Hygge” Into Your Day-to-Day Life

There are many little ways in which you can include hygge into your daily life. For example, consider this checklist as a way of deciding what to do on a Sunday afternoon:

Enjoying the company of others

Hygge is about connecting with others, so spend time at home or at a friends’ house where you can relax and lots of laughter and conversation will take place. This is true even if you are going home alone on a Friday night. Just call up your friends.

Enjoying pampering yourself

Your body needs hygge as much as your mind does. A bath with lots of bubbles and candles, a massage from your significant other, or a haircut are great ways to spend a little money on yourself.

Taking time for reflection

The spiritual element of hygge is very important, it means you have time to go within and recharge your batteries before they run out completely. This can be done in many ways:

Taking a morning walk outside and appreciating the beautiful sunrise or sunset.
Waking up at dawn and spending ten minutes breathing deeply and being grateful for the day’s beauty.
Finding places that are peaceful, quiet, and heart-opening like forests or hillsides.
Watering plants or taking time to look after flowers in your garden.

Cooking and eating good food

Hygge is about quality time alone or with others, so spend time preparing a meal for others, or just yourself.

Food can be cooked and eaten outside or indoors comfortably in front of the fire and it is also a “hyggeligt” tradition to invite people over for dinner to make it more special — especially when you have made a home-cooked meal from scratch.

Enjoying life’s simple pleasures through relaxing activities:

Put on warm and socks, take your favorite chair and sit by the fire with your favorite book and a mug of hot chocolate.
Sit down to a quiet meal with the ones you love. Appreciate the music. Appreciate the food. Appreciate your loved ones!
Enjoy the company of your loved ones outside in the sunshine.
Spending time with your pet (dog or cat) on a bed somewhere where you can cuddle and play together.
Taking photographs of people or places while enjoying conversation, good food, and drink.

All You Need to Know

Hygge lifestyle: Essentially, a Danish lifestyle is about making time for the important things in life and getting rid of the non-essential.

The principles of hygge — focusing on simple things that make you happy; making time for quality experiences with friends and family; creating a warm, inviting atmosphere in your home; and savoring everyday moments — can help you feel at peace with yourself and the world around you.

This means using the relaxation and happiness that hygge can bring to your home to enrich your everyday living.

The “hoo-ga” philosophy is not just about embracing true comfort and coziness in your everyday life but also, going with the flow and enjoying small, simple pleasures.

So let’s turn our stressful busy lives into a “hoo-ga-fied” one!

Todd BellistriFebruary 7, 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.