To help build the authority and rank of your website, you should establish quality backlinks on niche websites, and not just broad or directory websites. By including links on sites relevant to your own, you will positively help your website ranking and attract new customers. In addition to niche websites, your backlinks should include sites with a high page rank. Link building strategies can easily come from participating in blogs, online forums, and local event groups. When placing a backlink on these sites, you should utilize unique keywords and descriptive anchor text. Another option to find credible backlinks is to search your competitors’ link groupings. A link grouping is a page on the internet from which all, or most, of your competitors get incoming links. By searching your targeted keywords, common backlinks of your competitors can be located. Once these backlinks are identified, you should visit and include your website link on these websites if possible. If these websites are a relevant niche to your business, it should produce favorable results.
Strong customer relationships are essential for your business if you desire to increase sales and generate a positive brand reputation. Customers frequently recognize their relationships with businesses similar to personal connections. In analyzing whether customers looking for relationships with businesses actually desired a genuine personal relationship with the business, it was found that a majority of business-to-customer (B2C) relationships were inauthentic when contrasted with genuine person-to-person relationships.
The foundation of relationship marketing includes four essential elements of relationships that include commitment, trust, comprehension, and quality. In an examination of 306 online surveys, researchers confirmed that each of the four elements of relationships influenced customer loyalty. Nevertheless, the customer’s perception and comprehension of quality and value influenced the relationship and purchase intentions. 
As a business, you need to identify your target customers by analyzing their lifestyles, psychographics, income, spending capabilities, and mentalities so that you may offer them relevant products and services. For example, knowing that individuals from lower income groups would never be interested in, or have the means to buy, expensive and luxurious products is beneficial in that it allows your business to focus its attention on the likely buyers of your product or service. Trying to sell a Mercedes or a luxury watch to someone who finds it difficult to make ends meet would definitely be a disastrous marketing technique.
 Bettencourt, L. A., Blocker, C. P., Houston, M. B., & Flint, D. J. (2015). Rethinking customer relationships. Business Horizons, 58, 99-108. doi:10.1016/j.bushor.2014.09.003
 Jussila, J. J., Kärkkäinen, H., & Aramo-Immonen, H. (2014). Social media utilization in business-to-business relationships of technology industry firms. Computers in Human Behavior, 30, 606-613. doi:10.1016/j.chb.2013.07.047
A website gives your business the opportunity for exposure 24-hours a day, 7 days a week. There is no other medium that allows consumers to discover all of the benefits of your business, at their convenience, and provide a source for direct correspondence from the user to you in real time. The benefits of a website are limitless.
Building Process. When building a website, make certain that you design the site for your customer and not for you or the graphic artist or designer. Design for the individuals that will use the site. By building for your customers, it allows you to target who is actually going to be viewing, and hopefully purchasing, from the website. Don’t design for looks, but for a purpose. If customers don’t like the colors then, no matter what you or your designer may think, those colors need to be changed. When building a website, you need to focus on attracting your target audience and making the site user-friendly.
A properly built website requires an effective title and meta tags, incoming links, and a strong architectural design. In addition, you should implement social media strategies through the use of proper link baiting, keywords, and creating a pay-per click campaign that will increase customer conversions.
A strategy that I have found to work well in improving website conversions includes adding an online blog or newsgroup. This method has shown to be a positive step in influencing conversions as well as conversations. In addition, it helps to generate a higher domain authority when utilizing unique content which can benefit the site’s ranking within search engines. Furthermore, blogs and news updates elevate customer satisfaction and attract traffic to your website.
Another question that should be asked when building your website is, “Does my website compete with my competitors?” and “Does it target my desired customer group?” If you don’t have your website built by a designer who understands your industry, then the answers are likely to be, “No.” Your website needs to represent you and your business. If it looks cheap, so will your business. If you try to cut corners, your customers will know. It’s better to have no website at all than a badly designed, poorly built website that doesn’t represent your business in a positive light, doesn’t serve the needs of your customers, and doesn’t drive traffic.
Studies show us that it’s true. But in a task-focused American culture, our time for play and rest is shrinking considerably. Top professionals boast of their lack of need for sleep as they glorify the drive to get things done. So, our work time bleeds over into our rest time, but something bad is happening: it’s not making us any more productive, and it’s wreaking havoc on our health.
I want you, and your business and relationships need you, to set aside some play, rest, and “think time.” If you want to escape a burned-out lifestyle — and become healthier and more satisfied than ever before–I suggest you give your body and mind what it craves.
Stafyla, A., Kaltsidou, G., & Spyridis, N. (2013). Gender differences in work stress, related to organizational conflicts and organizational constrains: An empirical research. International Journal Of Economic Sciences & Applied Research, 6(1), 91-101.
The author of this study explains that stress is normal and routine within workplaces. The study was conducted of 231 Greek adults within different workplaces, using a poll research to collect data. The average age of the 231 volunteer Greek adults was 37.5 years. 94 respondents were men, and 137 were women. The study was done to examine ways in which different gender types witness stress. The test employees completed a questionnaire with two different scales of measurement that consisted of 15 questions. The results of the study found that men express stress differently than women. Men express work stress in an organization constraint scale and not just interpersonal. Men are involved in more disagreements and treated with rudeness more often than women. In addition, men have a more difficult time completing work task due to incorrect instructions, inadequate equipment, or lack of information. Based on this information, the author concludes that how organizations function may be the differentiator between genders and how they express stress.
Considering the study was conducted during an economic crisis, it may have been best if the study were not completed within the workplace as there may have been increased fear and stress of a layoff. Another limitation to this study was that there was a lack of questionnaire validation of the American translation into Greek. In addition, the study was not conducted by analyzing workplace satisfaction and workplace stress or by considering work ethic, reward, and whether or not employees were regarded for their efforts. Monitoring the work ethic would help in understanding individual responses to work demands and organization attachments, aspirations, dedications, and expectations. The study failed to include information for understanding the femininity and masculinity type of individuals outside of gender. The study should be examined again in the future considering these setbacks.
The authors’ findings could be beneficial in understanding and reacting to different gender types within organizations. Based on similar stress studies, this study is unique in identifying gender-specific stressors and concerns. The research can be useful in understanding welfare issues and stress prevention. Considering men and women are naturally different in nature, this study was successful in identifying whether or not their differences would affect their stress levels in the workplace. A future study could further analyze gender stress within an organization by including the relationship between workplace satisfaction and stress levels.
Mirela, B., & Madalina-Adriana, C. (2011). Organizational stress and its impact on work performance. Annals Of The University Of Oradea, Economic Science Series, 333-337.
This study examines how an economic crisis affects managers and entrepreneurs’ stress levels. The author explains that work related stress is a growing concern, and excessive stress can influence productivity. The study included Romanian managers and entrepreneurs from Bihor County. The research method used was an online questionnaire, which included 75 managers and entrepreneurs. 40% of the respondents were entrepreneurs, and 60% were managers at all levels. In addition, 40% of the respondents were women and 60% were men. Ages ranged between 18 – 64 years with 73% of the respondents being within the 18 – 24 age range. Each participant answered 35 structured questions about stress. The conclusion of the study was that organizational stress is produced by a multitude of outside influences including social status, family, relationships, and personal problems. 85% of the respondents considered work to be the main factor in their stress lives.
The study can be used to develop professional skills of managers and entrepreneurs. By promoting their skills, leaders can be prepared to adapt to new technologies in the organization. The study failed to examine the social status, education, and family matters of the respondents. The study also did not mention the work environment, whether or not the work was fast or slow paced, external stress factors, how the respondents interact with one another, or how the respondents perceived stress and their work task. Knowing this information would show how different situations influence respondent’s perception of stress in their organization.
The authors did consider many factors during their study, and the results were informative in highlighting how common stress is within organizations. Moreover, the results were impressive at presenting the number of respondents who came to the realization that they had no measure of combating their stress. By further demographically segmenting users, the study would show better results that could be filtered by the respondent’s social status and personal stress factors. The study was successful at examining stress from a different perspective of leadership type versus employee outlook. Considering leaders have different stressors than employees, this information can be useful in creating or improving leaders’ health and satisfaction within the workplace.
Yong, M., Nasterlack, M., Pluto, R., Lang, S., & Oberlinner, C. (2013). Occupational stress perception and its potential impact on work ability. Work, 46(3), 347-354. doi:10.3233/WOR-121556
The study was conducted to examine perceived employee stress levels with different occupations measured by the Work Ability Index (WAI). The study was done to investigate the impact of stress and workability. The study was completed through a survey questionnaire among 867 volunteer participants in Ludwigshafen, Germany. 653 of the participants completed the 38 close-ended questionnaires, which included questions directed at the individuals perception of safety in the workplace, health status, frequency of stress, job demands, time pressure, and work life balance. The study showed that occupational stress was perceived different within occupational groups. While some participants felt stress from health concerns, others felt stress tension from time pressure, and work life balance. Perceived occupational stress did show to have an impact on WAI.
A concern with the study is that the demographics of the users may have had an influence on the results. Among the 653 workers included in the analysis, 11% were managers, 39% skilled worked and 50% frontline operators. 80% of the managers and professionals were 40 and over in age, and only 20% were women in administration and 10% in management. Combined with additional studies, the results have been inconclusive, and this may be attributed to the employee’s occupational status. The study failed to mention the hours worked by respondents, the social status, lifestyle, or if they had health issues that may influence the results. Considering the study was given to only volunteers, rather than random selection, the results were likely not as effective or reliable.
The authors are experienced leaders and educators with previously published work on a similar organizational stress subject that focuses on occupational stress perception and its impact on employee’s health. The research and study done by the authors did present good material, particularly in examining the respondent’s perception of stress. However, without properly examining the lifestyle, and social status of the respondents, it would be difficult to validate the points within this study. Nonetheless, because of the vast number of respondents, the study was successful with comparing personal pressures, and perception of the respondents to organizational stress.
Give them what they want
As a business, you need to focus your marketing campaigns on what generates sales. The best campaigns are those that influence product purchases. If consumers dislike the campaign, but it sells products better than favored campaigns, then the advertisement would be considered a success.
The goal of any campaign is to generate sales. The ideal campaign should build trust, influence sales, and generate brand awareness. Your business should target and adapt your marketing strategies to focus on what consumers want and will purchase. The consumer is the ultimate power broker within any organization.
Your business should structure its marketing efforts on identifying and meeting the consumers’ individual needs. Those needs must be met within all aspects of the business, including price, customer support, and overall value.
Transformational and transactional leadership styles are models used by organizations to asses leadership styles. Transformational leadership style is based on social exchange and transactional style is based on economic exchange (Ismail, Mohamad, Mohamed, Rafiuddin, & Zhen, 2010). The style approach is an understanding of how leaders approach and manage their employees and subordinates. Assessing the style will help determine the leaders style of management (Northouse, 2013). The style approach is used as a method to determine how leaders combine the behaviors of task and relationship. Task behavior leaders use goals as a method of motivating group members. Relationship leaders use comfort as a tool to motivate (Northouse, 2013).
In building leadership trust, both transactional and transformational styles are important predictors (Ismail, Mohamad, Mohamed, Rafiuddin, & Zhen, 2010). Studies of leadership assessments have shown that using these leadership styles does have an impact on the leaders as well as the followers or employees. Leadership styles have been proven to be linked to employee performance, behavior, mood, attitude, and organization commitment. (Ismail, Mohamad, Mohamed, Rafiuddin, & Zhen, 2010; Strang, Kuhnert, 2009). If leaders have an understanding of the type of style they are, they will be mindful of their actions and behavior toward others. Assessments can be helpful for leaders to assess their actions and make improvements within their leadership style (Northouse, 2013). Knowing a leaders style can be useful for gaining insight into the challenges and complexities of leadership. Considering the results of the style assessment have been inconclusive across many different studies, the style approach has not produced a solid plan of action that can be used by leaders to produce a positive and thriving workforce (Northouse, 2013).
Both transactional and transformational leadership styles may lead employees to better trust their leaders. In a studied organization, Implementing assessments of leadership styles have been proven to be effective at increasing individual outcomes and trust in leadership. Leaders, trainers, and managers can use the style approach assessment as a way to instruct leaders and managers on how to be effective in the work area (Northouse, 2013). Leaders can use the assessment to create customized plans and development programs. Through the help of the style assessment, leaders can implement ways in which the employees can transfer over what they have learned into the workplace. If done properly, these techniques should foster positive growth within the organization by creating a quality bond between leaders and followers (Ismail, Mohamad, Mohamed, Rafiuddin, & Zhen, 2010)
I believe that the assessment can be just as helpful as a quarterly or weekly meeting with team members. In this sense, I don’t see this assessment any different than a normal question and answer meeting amongst team members and managers. If this assessment inspires and promotes conversation, then it can be deemed a good tool for building relationships within the workforce. However, I don’t believe the assessment is the key to building success of the leaders and followers. The successful relationship is likely due to the conversation, open communication, and self-awareness. If the leaders and followers do not have solid communication skills, then the assessment would not be effective. If they do have a relationship with good communication, then the assessment can produce positive results.
Northouse, P.G. (2013). Leadership: Theory and practice (6th ed.). Thousand Oaks, CA: Sage Publications
Ismail, A., Mohamad, M.H., Mohamed, H.A., Rafiuddin, N.M., & Zhen, K.W.P. (2010). Transformational and transactional leadership styles as a predictor of individual outcomes, Theoretical and Applied Economics, 17(6), 89-104. Retrieved from www.ectap.ro
Strang, S. E., & Kuhnert, K. W. (2009). Personality and leadership developmental levels as predictors of leader performance. Leadership Quarterly, 20(3), 421–433. Retrieved from http://www.sciencedirect.com
Customer profiling is a behavioral relationship marketing technique which involves a variety of marketing strategies ranging from simplistic to complex. Customer profiling begins with the identification of data associated with satisfied existing customers and then uses that data as a basis to target new prospects with similar profiles. The profiles of customers can be categorized in multiple ways according to influential variables present in their profile.
Profiling consists of determining the characteristics and demographics of customers. Identifying demographic profiles of current customers may help your business strategize ways to attract new customers and generate higher revenue through targeted marketing strategies. To gather demographic information from existing customers, your business should track sales data and other customer related information to help determine the ideal customer for your business.
Customers have unique preferences and needs and segmenting allows for managing customers based on their individual or grouped characteristics. Invalid segmenting could produce dissatisfied customers. Customer profiling should be the basis of your segmenting strategy and has proved to be the most useful strategy in customer acquisition.
Cultural Uniformity. Although it is rarely discussed in smaller businesses, analyzing the cultural differences between your customers can help in developing targeted marketing strategies. Cultural differences naturally exist and can greatly influence your marketing. Cultural differences may include customer locations, beliefs and cultural norms, lifestyle, income, and many other psychographic and demographic parameters. Additionally, it is important to consider online customers and the environment and culture of your website visitors as they often have a wider reach than brick-and-mortar locations. No matter the location, you may have to acknowledge cultural differences if you decide to change the way you do business, or if you plan to expand online, or to another region.
The targeted customer for your business was likely determined by who your business would like to attract. You should target your marketing efforts toward those individuals and businesses who would most likely utilize your products or services. If you want all customers and ethnicities to purchase services from your company, you may need to analyze your marketing strategy and determine how to make it attractive for all groups and cultures. The best method to understanding your customers is to conduct marketing research, which is discussed later within this book.
When your first plan to accomplish your goals doesn’t work — or even your second, third or fourth plan — do you feel like a failure for having to change it up?
You shouldn’t get discouraged when this happens, although many people do. Much to the chagrin of high achievers like me, you simply can’t plan for everything. Instead, your ability to persist in spite of unseen obstacles — and your willingness to change tactics — can help you reach the finish line.
What do you do when you get stuck in the middle of something and you really want to quit?
Maybe you know that you should probably keep going, but you don’t know how. You need to come up with methods to succeed, especially when difficult circumstances are bearing down on you. Among other things, learn the power of persistence, using your “yes” and “no” to stay focused, and resting and recharging are critical.
The goal of developing and growing bottom of the pyramid (BOP) markets is to create mutual value between businesses and the community. To market within the BOP market, radical innovation is necessary in order to modify products and make them affordable for people of all income levels. The problem with this strategy, however, is that companies often fail to consider the perspective of the poor themselves. Businesses that mainly focus on top of the pyramid (TOP) markets are more likely to fail within the BOP market, as products created for the rich are not suitable to the poor. Consequently, the BOP market requires company’s to create unique business strategies for the BOP market in order to produce effective results.
Within the BOP market, companies have to determine new solutions on attracting the consumer and then provide an affordable solution. To get products to the BOP markets, company’s can consider the sachet revolution; a marketing approach used to package items within sachets that make them affordable to the poor. Additionally, companies should partner with local leaders within BOP markets to help with implementing a strategy. Microsoft is a company that generates activities targeted at emerging markets including the BOP market. The company partners with local governments, organizations, educators, and community business leaders to implement software and hardware into employment areas and the education system to help improve lives. Nonetheless, there is no single solution for creating a successful BOP market strategy and achieving success. Technology, global standards, and global scales must all be utilized to help solve the poverty problem. Firms operating in the BOP market have to utilize unique strategies to reach the market and learn how to do more with less.
Income, prices, savings, debt, and credit availability determine economic purchasing power. The economy has strong impacts on consumers and businesses that are geared at particular income-based segments of users. The goal of the marketing firm or marketing consultant is to develop strategies that influence consumer purchases. Consequently, the marketer is responsible for creating strategies that can reach the desired consumer no matter the income level or location. Although the BOP market does create risk and obstacles that may be outside of a marketer’s comfort level, it does not mean that the market should be avoided for an easier, more convenient market. Within a BOP market, firms and marketers need to innovate and create unique strategies and products that reach the market and consumers. Within innovation, markets get ignored and business, and individuals are left at a disadvantage.
Information and communication technology (ICT) can assist with developing bottom of the pyramid (BOP) marketing goals. Company’s can achieve their BOP market goals by creating strong relationships and open communication between local partners within the BOP communities. ICT can contribute to economic development and poverty reduction. ITC assists individuals and companies grow their economy, build opportunity, and increase process efficiency. If people within BOP markets do not have the opportunity to take advantage of new ICT applications, they will be disadvantaged or excluded from participating within global communication. In many parts of the world, ICT contributes to revolutionary changes in businesses and everyday lives of the poor. Providing BOP markets with the opportunity to use technology to communicate with one another and across the globe creates strong social and economical impacts. However, corporations deal with many risks as they attempt to restructure their business strategies, processes, and implementation into BOP markets.
READY TO GROW OR AUTOMATE YOUR MARKETING?
Act Like a Business.
Think Like a Customer.
Managing Your Business Using Loyalty, Relationships, and Engagement.
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