Archive for the 'Marketing' Category

Everything You Need to Know from Our wegginar® with Cristina Bandal

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This past Wednesday, wegg® had the pleasure of hosting the Industry Segment Manager of Retail and Consumer Goods for UPS, Cristina Bandal. Bandal lead one of our free online wegginars®, which provide monthly, accessible education to women entrepreneurs everywhere. Bandal’s talk covered how to overcome the obstacles that people face when trying to sell their products to the global market. She also answered the questions of wegginar® participants. Read their inquiries, and her responses, below:

  1. What’s the single biggest challenge on why people don’t setup an online storefront?  Setting up an international store may sound complicated if you are thinking of creating a country site – but with only a few enhancements, you can make international customers feel at home. 
  2. What are your thoughts on how to factor in taxes, (shipping and duty), to price my products profitably, yet make them affordable to my customers?  With the solution available, your catalogue will provide the information needed to calculate a duty and tax, and offer a landed cost to your customers (and protect you from abandoned goods!)
  3. How does our current trade war with China impact the information presented in this wegginar®?  Whatever tariff regulations are passed are updated to protect the shipments.
  4. Is there a way to target one foreign market when I launch my e-commerce site so that I can test the waters?  YES!!  You can choose what countries to target.
  5. What’s the best way to setup a payment method, in your own currency or the customer’s?  International consumers would like to see their own currency to avoid surprises. By using the UPS i-parcel solution, you are protected by allowing transactions to be processed through UPS, and provide fraud protection.

To read Bandal’s extended answers to these questions, and more, you can view the full presentation (PDF) from the wegginar®, here. wegg® was honored to have Bandal share her experience and knowledge with us.

If you were not able to participate in this month’s wegginar®, we already have registration open for our 12/5 talk with Andrew Molinsky, Ph.D. He will talk about how, “if you are not outside your comfort zone, you won’t learn anything.” Register here.

Meet Bob Marovich, wegg® Director of Development

Bob Marovich, Director of Development, wegg®, is one mighty talented individual. He has spent three decades in nonprofit fund development for colleges and universities, secondary schools, museums, public broadcasters, animal welfare agencies, social service agencies, out-of-school programs, and healthcare.  His skills include grantwriting, annual fund, major and planned giving, and strategic planning.

Beyond wegg fund development, Bob is also a gifted author.  He has written about and reviewed classic and contemporary gospel music since the mid-1990s.  His book, “A City Called Heaven,” received the Certificate of Merit for Best Historical Research in Recorded Blues, Gospel, Soul, or R&B, Association for Recorded Sound Collections (ARSC), 2016.

If that is not enough, he also is an award-winning radio host through “Gospel Memories” on Chicago’s WLUW 88.7 FM and founder and editor-in-chief of The Journal of Gospel Music, http://www.journalofgospelmusic.com.

Bob holds a bachelor’s degree in American Studies from the University of Notre Dame and an MBA from the Lake Forest Graduate School of Management.

Needless to say we are lucky to have Bob on board with us!  The photo above is Bob seated at the vendor table (before the show opened) at the 4th Annual Global Small Business Forum held in Chicago on Friday, October 19, 2018.  wegg was a partner at the event and it was the first time we reserved a vendor table at a global business event.

wegg® keeps energizing women entrepreneurs the world over. We can help you build confidence, find great resources and show you the steps you can take to go global. Join us for our FREE wegginar® on 11/7 with Cristina Bandal. You can find all of the details, and register for the event, here.

Women Entrepreneurs, the Global Market Needs You

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According to the Small Business and Entrepreneurship Council, In 2016, 97% of all exporters in the U.S. were small and medium-sized companies. The other statistic from this study that can’t be ignored is that only 12% of businesses that export are owned by women. Why are more women not accessing the vast world that is global business?

In Devishobha Chandramouli’s recent Entrepreneur article, “6 Global Trends Reveal How Women Are Redefining Entrepreneurship,” she reports the ways in which women entrepreneurs are critical to the global market. Within Chandramouli’s findings, WEGG founder, Laurel Delaney, reports on why women are often absent from business at a global level:

“Even in a developed economy, women business owners are less likely to explore and expand their products or services because they think they can’t do it, or that they don’t have access to the right training, education, advisory networks, mentorships and community programs. This perceived deficiency makes it difficult for women to access markets, conduct marketing and establish relationships.”

If women do not believe they are capable of global success, they will not achieve it. The secret is, that women are not only capable of global business, but are also exponentially beneficial to their communities when they have it. Chandramouli notes,

“As globalization is breaking down the barriers that limited businesses by cultures, gender and geography, many partnership and trade agreements have been developed in an attempt to encourage global economic activity among women. Women are known to give back about 90 percent of their earnings to the health and education of their communities and families, contributing to development directly, so it’s easy to see why it is critical.”

Women entrepreneurs, the global market needs you.

You can read Chandramouli’s article here, to learn more about how women have the ability to transform global business, for the better, from within.

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Why go global?  How do you start?  Where can you find customers?  How do you get paid?  Find out these answers and learn other best-kept secrets to expanding a business globally. 

JOIN us for our first weggchat™ (#weggchat) Wednesday, August 8 from 11:00 a.m. — 12:00 p.m. (noon) Central time on Take Your Business Global! and facilitated by Laurel Delaney, President of WEGG and founder of GlobeTrade.com.  Laurel will field questions and add insights on how to take a business global.  Small business owners can join the conversation by using the hashtag #weggchat to chime in with questions and answers.

Event is free of charge but you must use tchat.io or twubs.com to follow the conversation using the hashtag #weggchat.  See you there!
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Listrak Helps You Reach New Global Customers, Drive Greater Revenue and Increase Profitability

Ever wonder how to increase the efficiency and effectiveness of the marketing efforts from your team?  You are not alone.  Every small business owner struggles with that.  You reach a point where you say to yourself, “I absolutely must automate the process!”  Well I discovered a great solution, one that is specifically tailored for small business UPS customers and it is called Listrak Ignite.  It helps you reach new global customers, drive greater revenue and increase profitability at your business.

Lucky me.  I had the great opportunity to interview Paula Quiles, Listrak Ignite Manager and Andrea Cervini, UPS Marketing Manager, International & Small Business, UPS to tell me more about this nifty tool.  What follows are excerpts from my interview.

1. Who is Listrak?  Why has UPS decided to work with Listrak?  Do you have to be a UPS customer to sign up?

PAULA QUILES: Listrak is a family-owned business whose roots started in 1999 with email marketing automation. Today, in addition to email, we provide a marketing automation and customer analytics CRM platform that allows our customers to expand their campaigns and understand their customers across mobile, social, display, and web channels by utilizing the power of Artificial Intelligence and predictive analytics.

ANDREA CERVINI: UPS recognized that email marketing was essential to significant growth within our B2C customers in particular. We researched the market to find a company that offered high quality solutions that could easily integrate into our current and future customer’s systems. Listrak was certainly that company and we are moving into our 7th year working with them.

PAULA: At the beginning of our partnership in 2011, we started by offering UPS-negotiated pricing and packages to their mid-market and enterprise customers. Most recently, at the end of 2017, we expanded our services to include Listrak Ignite − a program we designed specifically for small and emerging businesses. Through our partnership, we’re happy to be able to provide these programs and special pricing as an exclusive benefit to UPS customers.

2. What is the difference between Listrak versus other email providers?

PAULA: Listrak sets itself apart in three ways:

a. Included premium features: We want to make it easy for our customers to have access to basic tools that will help them create successful email campaigns. Features such as send time optimization (sending emails based on time zone or contact’s activity) and A/B split testing are just a couple of things we include for all of our customers, large or small, no additional cost.

b. World-class support: We pride ourselves on the success of our customers and we’re honored to have earned a Net Promoter Score® of 80, that’s higher than companies like Amazon (69), iPhone (63) and MailChimp (50).

c. Scalability: Listrak’s ability to unify the functionality of many third party solutions along with the ease of seamlessly adding on solutions as our customers’ businesses grow to any size, allows them to conveniently maintain most of their digital marketing efforts under one roof.

3. Who is the target customer for Listrak — e.g., size of company in revenues and number of employees?

PAULA: Because Listrak is a scalable platform, our customers range from start-ups and small businesses with less than five employees who utilize our Listrak Ignite program to businesses who employ hundreds of employees and have implemented our enterprise solutions. No matter how basic or sophisticated the need, we have a solution for almost everyone.

4. How does Listrak envision WEGG members benefiting from using Listrak?

PAULA: In this day and age, it’s important to remind ourselves that behind the data there are people. Real, live, people who want to know that the brands they elect to hear from on a regular basis truly understand who they are.

No matter where a business is in its marketing strategy, Listrak is the perfect platform to help create a lasting relationship with your subscribers and customers. For small businesses and those who have yet to get their digital marketing efforts off the ground, our Listrak Ignite program helps to create the foundation needed to create brand awareness, extend audience reach, and maintain brand loyalty at an affordable cost. For those looking to enhance an existing strategy and take their marketing to the next level of customer insights, we have other options available through our UPS partnership that meets those needs.

5. Can you provide a short example of how a UPS customer used Listrak and achieved BIG WINS at their business as a result?

PAULA: One of our favorite success stories to tell is about a pet supply business who primarily promoted their products at AKC dog shows. They spent a year researching strategies on how to expand their marketing reach and successfully bring their business online. After learning about Listrak through a conversation with their UPS rep, they attended a Brunch n’ Learn for Listrak Ignite at our headquarters in Lititz, PA and ultimately ended up subscribing to the program. In less than six months, they were able to generate over $160,000 in online revenue and grow their audience by 90%!

6. What is the cost to give Listrak a whirl?

PAULA: Getting started with Listrak Ignite is reasonable. You can visit our website for more details on plans and pricing at smallbusiness.listrak.com.

ANDREA: In our continued efforts to assist small businesses in their growth, UPS worked with Listrak to implement the Ignite offer. It’s a new program tailored to support the unique marketing challenges of small businesses. Exclusive to UPS customers, Listrak Ignite is available at special rates for qualified businesses. There is also a 90 day free trial available only to UPS customers.

7. If WEGG members don’t sign up, what’s their loss 🙂 in the future?

PAULA: One of the questions we ask anyone who is making a decision about whether they should or should not make a change is, “What is your current marketing strategy, and is it effective?” One of the perks of using our tool is gaining the ability to access and understand the data driving the results of your campaigns. Beyond the typical email stats of open and click-through rates are customer-attributed revenue statistics and behaviors that can be used to help optimize your marketing efforts. If you don’t have the ability to see how current efforts are attributing to your overall success…that could be a huge missed opportunity.

ANDREA: With Email Only Plans starting as low as $25/month and Full Packages starting at only $125/month, these savings are very real as are the sales from your increased engagement with your email customers. Think of yourself personally, what does a reminder email or an extra discount do to your likelihood to buy? These are the areas where Listrak can really help your company move the needle.

8. Any Bonus Features Listrak wants to mention?

PAULA: We understand that it’s not always easy to know how to get started or what the next step should be when implementing new strategies. To help create successful email campaigns, we include semi-annual account reviews for all our Ignite package customers, providing them with marketing strategies and insights to help optimize their efforts.

ANDREA: As Paula mentioned, these special discounts are only available to UPS customers. If you need more information on shipping with UPS please contact me at andreacervini@ups.com or Paula at paula.quiles@listrak.com

What a great way to get your feet wet in digital marketing (90 Day Free Trial and email packages starting at only $25/month!)  Thank you ladies.

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What is cloud computing?  As an SME, how can you benefit from it?  Find out key growth lessons from more than 50 startup owners using cloud computing. 

Join us for our next WEGGinar™ 7/11/18 on “Intro to Cloud Computing and How It Can Benefit You,” presented by Jayger McGough Tomasino and Carly Kizorek, Technical Evangelists at IBM.  They will give you the scoop on cloud computing, convey how SMEs use it to grow, and even show a demo of IBM Watson services.  Register here.

Event is free of charge but you must register in advance to attend.
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Kathrin Bussmann Offers Tips and Advice on Global Podcasting

Kathrin Bussmann, Ph.D. is someone that everyone should know. She is Founder and Principal of Verbaccino and has been hosting the famous Worldly Marketer Podcast for as long as I can remember, more than 100 episodes, and she doesn’t just host it well, she hosts it magnificently. Each podcast features a different expert in the field of global marketing to learn more about the challenges and the rewards of reaching out to a multi-regional, multilingual and multi-cultural audience. Anyone who has been on her show, like I have, knows she’s a real pro.

Recently at WEGG, we had the good fortune to have Kathrin present a WEGGinar™ on “Building Your Global Brand Through Podcasting.” You can access it here: https://register.gotowebinar.com/register/3759262530790572546 along with her SlideShare deck. Her bio can be found on Slide No. 46.

In follow up to Kathrin’s talk, I passed along five questions from WEGGinar™ participants that we didn’t have time to address. What follows are the questions and her answers.

1. WEGGinar™ Participant: How will Artificial Intelligence (AI) affect podcasting?

Kathrin Bussmann: The thing about podcasting is that it’s a very human, very personal medium. That’s a big part of the appeal. As a listener, you’re getting a real sense of the person behind the microphone. You’re listening to the sound of the podcaster’s voice, often through a set of earbuds, and you’re forming a picture in your mind of the podcaster’s personality. So it’s a much more intimate experience than if you were reading a blog post by that same person, for example. The only medium that’s potentially more personal is video. But as a content creator, you can’t expect to hold people’s attention for more than a few minutes at a time with video, whereas an audio show can keep people tuned in for 30 minutes or more. That’s the beauty of an eyes-free, hands-free format. As for the potential influence of AI, the only way I see it contributing to podcasting in the future is in the way it might help to better connect podcasters with their target audience. There’s still a lot of people out there who have never tuned into a podcast, and who may not even know what a podcast is, let alone where to go looking for one. That’s starting to change, as more and more people discover the world of on-demand audio, and AI can definitely help people find more of the kinds content that is likely to interest them.

2. WP: Do you think the podcast bubble is going to pop?

KB: Bubble? What bubble? I think podcasts are only just getting started as a medium. Surveys show that the vast majority of people have yet to discover them. Yet, in the Digital Age, we’re getting used to consuming content on our own terms, on our own schedule. In the same way that more and more people are switching from traditional TV to Video-On-Demand platforms like Netflix, I think audio consumption will go through a similar shift. It’s just the way things are going now: people are looking for more specialized content, greater convenience, and less advertising. I don’t think those are temporary trends. No wonder public broadcasters like NPR, CBC Radio and BBC Radio are now offering podcast versions of all their most popular programs. They’re doing what they need to do to retain the audience they already have.

3. WP: There are a lot of podcasts to choose from; how do you make yours relevant and distinctive enough for people to sign up?

KB: First of all, you need to do your research. Who is already producing a podcast in your category? Listen to those podcasts, and take notes. What are they covering? What aren’t they covering? Which ones appeal to you, and why, exactly? Quite often, a big part of the appeal is the person behind the microphone. If you’re already a fan of the genre, you probably have some favourite podcasts. So ask yourself: what keeps you tuning in regularly? It probably has something to do with the host(s), their personality, and how they deliver the content. So as a podcaster, you need to be willing to make yourself part your show’s Unique Selling Proposition. Don’t be afraid to let your personality shine through. Your style might not appeal to everyone, but that’s OK. You’ll attract and retain those listeners who do connect with your approach, and at the end of the day, that’s your target audience.

Of course, you also need to deliver valuable content on a consistent basis. You’re asking people to give you their most precious commodity: their time. Never take that for granted. Make it worth their while to tune in. And make it easy too, by having a predictable schedule. Show up with new content on a regular basis, so your growing audience has something to look forward to. Of course, that takes time, effort and an ongoing commitment on your part – something that a lot of podcasters can’t manage in the long run. In fact, a lot of your success as a podcast producer will depend on sheer endurance and outlasting your “competition”.

As for getting people to sign up, just know that most people prefer to stream their podcasts, rather than subscribing and/or downloading them. When you look at your analytics, don’t get discouraged by the number of downloads. Try to engage your audience in other ways. Give them calls to action that will reward them for their loyalty in some way. And make it easy for them to interact with you and to share your content on social media.

4. WP: How do voice-activated devices — smart speakers — such as Amazon Echo and Google Home play into the future of podcasting?

KB: There’s no doubt that smart speakers are going to facilitate the consumption of on-demand audio generally, and that includes podcasts. As podcasts become more widely known as a medium, as platforms like Spotify make them more easily available than ever before, and as people get used to searching for content through voice-activated devices, the future podcasts looks very bright.

5. WP: How do you embed a podcast into a website or blog?

KB: There are different ways to do it, and your podcast hosting platform (e.g. Libsyn) should be able to provide exact instructions. It involves generating a HTML code, and then embedding that code into the page where you want the podcast displayed for downloading and/or streaming purposes. If you’re not a techie, there’s a bit of a learning curve. But there are lots of online communities of podcasters where you can ask for help. There are also lots of online courses you can take now, to teach you all the basics of starting your own podcast. And once you’ve learned the basics, it’s really a matter of developing a repeatable system that works for you.

Insider Tips from CamMI Pham on Sharing Great Quality Content Online

CamMi Pham, Partner, ThinkRenegade, gave an insightful presentation on “Dare to be BOLD!  Here’s How” for WEGG early in the month. In case you missed it, dare to sign up because it is free of charge thanks to our generous sponsors, UPS and IBM.

Here are a couple of takeaways from her talk specifically honing in on how to share great content online while still weaving in your expertise. Who knew these resources existed?  If you did, you are well on your way to being BOLD and getting discovered online!

•  BuzzSumo (http://buzzsumo.com) — BuzzSumo gives you the ability to quickly identify what content is working well in an industry and who the major influencers are.  Insights abound here.

•  Klear (https://klear.com) — Klear is an influencer marketing platform that helps brands build, scale and measure influencer campaigns.  An under the radar gem to get you going:  Klear Free Tools (https://klear.com/free-tools).

•  Medium (https://medium.com) — With Medium, discover smart, unique perspectives on Influencer Marketing and the topics that matter most to you like social media, marketing, influencers, social media marketing, and digital marketing.

•  Quora (https://www.quora.com) — Quora is a place to gain and share knowledge and better understand the world.  You can ask questions and connect with people who share unique insights.  Give it a try.

•  Buffer.com (https://buffer.com) — Buffer is a way to schedule posts, track the performance of your content, and manage all your accounts in one place.CamMi also shared a tip sheet (as shown above) on how to repurpose your online content to extend its use.  Here are a few ideas:

  1. Syndicate your posts
  2. Repost on content platform (Medium, LinkedIn, Quora, etc.)
  3. Ebook
  4. Break down into short articles
  5. Q&A (Quora, Yahoo Answer)
  6. Social media posts
  7. Infographic

This is just the tip of the iceberg on resources CamMi shared during her presentation.  Be sure to view her entire presentation, “Dare to be BOLD! Here’s How,” at your leisure to capture how to be bold with your messaging, share quality content, and keep your conversations simple.

A BIG thank you to CamMi for sharing her expertise with us.  She is the queen of being BOLD!

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Note: Don’t miss our next WEGGinar™ 3/7/18 on “Becoming Your Own Global Distribution Solution” and presented by Rebecca Herwick, President/CEO, Global Products Inc. Register here. Event is free of charge but you must register in advance to attend.
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Powering Prosperity Around the World

What do you do when your brand recognition is low despite the fact that you have thousands of customers all over the world?  That was the challenge Intuit had but in their case, they have more than 46 million customers.  Yes, that’s right — more than 46 million customers yet there is room for growth internationally on their suite of products.

Chief marketing officer Lucas Watson said corporate brand recognition is low despite the fact that Intuit’s services have a combined 46 million customers. “Even among people who use our products, only four out of every thousand use two or more,” he told Adweek—and that’s something Intuit wants to address given recent advancements to integrate its programs [QuickBooks and TurboTax], which function better when used together.

So what did they do?  They came up with a four-minute animated short described as having a “Pixar storytelling style.”

Intuit worked with brand agency of record Phenomenon to animate its message, which Watson and global corporate marketing director [Ms.] Lauren Stafford sum up as “powering prosperity around the world.”

Ahhhhhh, “powering prosperity around the world” reminds us a lot of what we are doing at WEGG!  Read more about Intuit’s animated world of “A Giant Story.”  Learn how you can be disruptive to bring attention to your brand.

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Upcoming WEGGinar Feb 7Note: Don’t miss our next WEGGinar™ 2/7/18 on “Dare to Be Bold!  Here’s How” and presented by CamMI Pham, Partner, ThinkRenegade. Register here. Event is free of charge but you must register in advance to attend.
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When You Are Good at What You Do, You Will Get Recognized Globally

Female drummers in bands in Singapore are taking the world by storm. Even though the profession is considered a thankless job, their role as the rhythmic backbone of a unit can be overshadowed by the presence of guitar wizardry or the antics of vocalists.  It’s also no secret that the profession is largely male-dominated yet in the article below, the author speaks to some of the talented women about their experience as active drummers in Singapore.

One drummer said this:

When you are really good at what you do, you will get recognized [globally], no matter your gender.

I would like to think everyone can overcome and achieve great things with their skills and attitude. Being girls doesn’t necessary put us in disadvantage. In fact, sometimes, it’s probably easier to attract attention when you’re a girl.

Read more  …

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Note: Don’t miss our next WEGGinar™ 5/10/17 on “How to Improve Your Website For Global Customers,” and presented by John Yunker, Co-founder of Byte Level Research, author of “Think Outside the Country.” Register here:  https://attendee.gotowebinar.com/register/4596645079593705731.
Event is no charge but you must register in advance to attend.

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WEGG Mission

Our mission is to educate, inspire and nurture women business owners and entrepreneurs worldwide on how to go global so they can run healthier businesses and create a new future for themselves, their families and their community.


Women Entrepreneurs GROW Global is a 501(c)3 nonprofit organization. EIN/Tax ID #47-2956522.

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