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  • Think Global, Act Local: Big Strategy For Small Business

    Even the smallest business has big dreams. Whether you want to take your brand global or lock up the bulk of your local market share, the principle is the same: you have to think big. In other words, think global, act local. So what does that mean exactly? 

    Think Global, Act Local

    Think global. 

    an earth globe

    Despite our obvious fundamental differences, human beings are by and large the same across geographical barriers, cultures, etc. We may look different and have different customs, cultures, and even expectations, but there are a few major similarities. For instance, human beings, as a whole, crave connection. Across cultures, human beings are looking to connect: both with each other and with entities that share a purpose or a way of thinking (i.e. your brand). 

    By thinking globally, you’re (hopefully) not having dreams of uniting the world. Even Amazon, arguably the world’s single greatest business entity, has its detractors. There are undoubtedly folks in the tech company’s namesake region for whom Amazon has no purpose–and certainly no market. Instead, thinking globally means cultivating a brand that will resonate with people outside your locality. It means coming up with a purpose for your brand that goes beyond providing a product or service. 

    As for acting locally, for starters, treat every customer like they’re in your neighborhood. Your brand isn’t just in a community, it is a community. If you can think of your brand as a family, community, or neighborhood, you can give your customers that connection they’re looking for. What’s more, you’ll create the kind of brand loyalty you see in brands that have successfully managed to take their business global. 

    Go Global, Stay Local

    a group of happy customers showcasing positivity

    A small, local business has significantly fewer problems than a global brand. For starters, the infrastructure is drastically different. Bigger brands have to keep up their customers 24/7–as their customers never sleep! However, as smaller businesses grow–adding more locations, breaking into newer markets, and even introducing new product offerings, it’s important to keep those logistics in mind. At the same time, part of the concept of “think global, act local” means, again, treating every customer like they’re local. 

    Some businesses have a tendency to put the needs of new customers ahead of the needs of their existing, loyal customer base. One example is businesses that put the need for a sale ahead of the need for a happy customer. Interestingly enough, one of the most effective ways to build your brand is via grassroots, word-of-mouth marketing. Even the best pieces of content won’t measure up to a trusted source vouching for you. Again, since you don’t know whether that trusted source is down the street or halfway across the Earth, your best bet is to treat every customer like they’re part of your community–because they are!

    Stay True to Your Values

    a map showing the effect of social media on the world

    Think of some of the biggest, most well-known brands worldwide. Now think of the brands that briefly came to worldwide prominence, only to fall by the wayside. What’s the common theme? Authenticity. 

    In fact, the very essence of “think global, act local” is authenticity. Customers can smell a fake from a mile away, and once they catch on that a brand isn’t what they thought it was, they’ll be looking for a connection to fix that broken connection. The important lesson: stay true to your values and customers will follow. Whether you express those values through content or brand identity, keep them consistent–even as you grow. 

    Start Thinking Globally and Acting Locally!

    A brand is nothing without its customers. A business is nothing without a purpose. Whether your customers are in your neighborhood or around the world, your way of thinking should be the same. Similarly, whether your purpose is to change the world or to sustainably do what you love while being your own boss, if you can think global and act local, your business will be in good hands!

  • Five Tips For Creating More Inclusive Content

    As marketers, we want our content to reach as many people as possible. Of course, in order to reach diverse audiences, content has to be both engaging and inclusive. If part of your intended audience doesn’t relate to your content, they’re less likely to want to build a relationship with your brand. Here are five tips for creating more inclusive content. 

    Accessibility

    a black and white representation of diverse groups of people-illustrating inclusivity

    Some folks–like the colorblind or visually impaired–can’t enjoy your content if they can’t physically engage with it. While building a branded color scheme–and including brilliant visuals–is a crucial part of digital marketing, it’s important to remember to make those visuals accessible to the visually impaired. 

    The best solution is to painstakingly include alt text in (almost) all your visual content. The basic rule of thumb is that if the image supplements the copy, include alt text. If the image is decorative, it doesn’t need alt text. 

    Avoid combinations like red/green, green/black, and green/purple. Those combinations can be difficult for people with colorblindness. In addition, avoid stereotypical color associations like blue for men and pink for women. Some colors may even have cultural connotations–so take that in mind while developing your branded color scheme!

    Representation

    a group of happy customers showcasing positivity

    Your customers want to be represented. Just like they want to see other people like them doing business with your brand, they want to see themselves represented in your content. 

    Think about your typical television commercial. The person or people represented are typically models or supermodels. Does that represent the average person? Probably not. 

    Instead, look to represent a diverse group of people–your intended audience. Don’t be afraid to show real people (who aren’t supermodels). Dove’s “Real Women” campaign shattered societal norms and changed the way we look at those who use our products and represent our brands. 

    Don’t alienate real people by suggesting that only the elite or attractive represent your brand. Dig in deep and represent folks from all backgrounds and walks of life. If possible, use real customers in your graphics–with permission, of course. 

    Avoid Generalizations & Biases

    This one’s pretty simple. While we’re all guilty to some degree of harboring inherent biases, your branded content should be bias-free. As marketers, we need to be conscious of avoiding biases in every step of the content creation process. 

    Instead of designing for yourself, design for those you want to be represented. It can help to build detailed customer personas and profiles to better understand their complex needs. Once you know who your content is for, you’ll have a better idea of how to create it-and you’ll be able to create more inclusive content. 

    Use Common Language

    The last thing you want to do is have someone skip your content because it’s too long or too complex. If you can keep it simple and use common, basic language, you’ll have a better shot of keeping more folks from start to finish. 

    Don’t use a five-dollar word when a nickel word will suffice. Unless your audience is exclusively highly educated, use the most simple words, bullet points, and even infographics and visuals to supplement your copy. 

    Tell Relatable Stories

    a woman telling a story to a group of children

    Everyone loves a good story. In fact, people are 22 times more likely to remember a theme, statistic, or fact if it’s delivered via story. If you can tell stories with your marketing content, you’ll capture your audience’s attention more effectively than if you reproduced stats or self-promoted. 

    Think about each marketing message you want to deliver to your audience. How can you deliver that message while telling a story? More importantly, how can you make sure that story resonates with the folks you want to hear it?

    Inclusivity = A Bigger Audience

    If you can create more inclusive content, more people will relate to your brand. Look to represent your audience, keep things on common ground, and make sure everything you put online is accessible for everyone!