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Overcoming Imposter Syndrome by @HeidiDalzell

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by Heidi J. Dalzell, PsyD.

“If you don’t believe you’re good enough or smart enough or informed enough to have a voice in the conversation, you never will.” Susie Moore, Life Coach and Entrepreneur

Imposter syndrome is that oh so painful feeling of not measuring up. For many of us it’s a fact of life, even within our businesses, and often despite evidence that we are experts in our own rights. The problem with imposter syndrome, as Susie suggests, is that it holds us back from creating the life we desire.

My recent bout with imposter syndrome came during my first international speaking gig, and ironically with the critical, judgmental voice of a fellow American.

At this conference, a colleague and I were facilitating a workshop we’d done many times before to pretty universal accolades. Not this time. Instead, we had a heckler in the audience. This person criticized an exercise I was facilitating, and in a very public way. It didn’t help that the individual had some clout and a following at the conference, or that the person also handed us a written accounting of all we had gotten “wrong” at the end of the session. I somehow ended up as a participant in several other sessions that this “expert” attended, and her “expertise” and need to provide commentary was pretty universal. Each facilitator, including the conference keynote, received a similar love note. While I saw this, I of course noticed that I was not the only object of such derision. But it did not change my sense of devastation at being so publicly attacked.

All I wanted for some time afterwards was to retreat, and in all honesty to wallow a little in self-pity. We’ve all been there.

While I’d spent all that time developing expertise in my field, and had stepped into the role of an influencer, I longed for the relative anonymity that comes with hiding. The tale I spun: I was not an expert at all. In fact, I was an imposter, a fraud. And no, it didn’t matter that I was a therapist who knew and understood imposter syndrome.

Many of us have had experiences of not measuring up to someone’s standards, either within the professional world, or early on as children and adolescents. As, women in particular it is easy to parlay these experiences into imposter syndrome. The good news is that in the same ways we learn imposter syndrome, we can also unlearn it.

Assessing Sources of Imposter Syndrome

At least one source of my imposter syndrome clearly evident. They may not always be the case, and at times we have to take a walk down memory lane to see where our fears originate. It’s helpful to sit down with a journal and ask yourself some questions:

  • In which areas in my life do I lack confidence?
  • How does this lack of confidence manifest?
  • What childhood experiences have led me to believe: “I need to be perfect,” “I must always get things right,” “I can’t ask for help,” or “My competence is measured by what I know and how much I do”?
  • What present day experiences have contributed imposter syndrome?

Another area to explore, especially for women business owners are connected to our socialization. Many women are socialized to be humble and deferential. While I was encouraged to have a career, I was equally encouraged to stay home and raise my daughter – the model I was given growing up. Such mixed messages can contribute to imposter syndrome.

Once you’ve done a thorough inventory, you’re ready to begin the process of questioning.

Questioning the Validity of Imposter Thoughts

We internalize many pieces of information day-to-day. This does not mean that this information is valid or correct. When the so-called expert expressed criticism, at first I swallowed it hook, line and sinker. As I gained perspective I was able to incorporate the remarks that were valid, and leave the rest behind. That process involved me asking myself what was constructive in the feedback and what I could leave behind. Painful as the process was, using it constructively, rather than destructfully, helped me to grow. Thus, we must learn to critically question our thoughts. Does this thought help me? Or hinder me?

Many time this balanced awareness is just what we need to let go. Other tools include taking these negative thoughts about self and envisioning tying them to a balloon to float away or throwing them into the waves or fire. Whatever works for you is fine.

As we continue to create a personal brand, and are successful at it, we can attract detractors. Football superstar John Madden, who has a number of witticisms, says “the higher up the flagpole you climb, the more your underwear is exposed.” That is certainly true, so keep climbing to that place where you no longer care.

Reclaim Your Confidence

Reclaiming our confidence is challenging, but so important. What are you good at? Come on, it’s ok to brag – despite what you may have been told early on. In fact, a great tool for claiming or reclaiming your confidence is a brag book.

Originally used as an interviewing tool, a brag book (or wins journal) is a book of accolades about you. It can include recent accomplishments and successes, positive feedback from supervisors, colleagues and clients, even “thank yous” you’ve received. Keep your book updated as these kudos roll in, at minimum update it monthly. In addition to building confidence, your brag book can be helpful in developing points for your business elevator pitch.

Having Female Role Models

Who are the role models (especially the female role models) and experts on your field? How can you best emulate them and use them in an aspirational way? For me, that’s Brene Brown, hands down: a strong, confident role model that also allows herself to be vulnerable. She shares my own values of genuineness and authenticity. As you explore why these women and men are your role models, be sure to make note of your takeaways, including those areas of growth and synergy.

Mindfulness Practices

Finally, a plug for mindfulness practices as a great way to address that internally judging mind. Mindfulness involves consciously cultivating moment-to-moment awareness of thoughts, feelings and body sensations using a compassionate, non-judgmental framework. When we sense ourselves judging, we can simply tag those thoughts as “judging” and move away from them. Using a mindfulness lens we learn to stay in the moment and offer ourselves compassion for our perceived shortcomings. This present day focus moves us from the past (and future) to being fully in the present for self and others.

Overcoming My Fears

Numerous pep talks later, and after being strongly urged to get back on the horse rather than entirely changing the exercise, I began to get some distance. We looked at our workshop, and incorporated the feedback we felt was fair and balanced. The next conference was a success, as was the one after that, and so on.

Imposter syndrome just doesn’t square with my values of genuineness and authenticity.

 

COVID-19 and Effective Social Marketing Strategies by @DONNAAMOS

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by Donna Amos | Featured Contributor

Social Networks, Marketing and a Global Pandemic

The world is nothing like it used to be at this moment in time. The global COVID-19 pandemic has changed everything everywhere for the time being. The reality is, too, that things may never go back to the way they used to be. This influences all aspects of day-to-day existence as well. It has even had a massive effect on how businesses approach digital marketing. If you want to master social media marketing for the pandemic and beyond, then you should look into these strategies as soon as possible. You should approach marketing on Facebook, Instagram, Twitter, Google+ and LinkedIn nowadays with all of the caution and smarts in the world.

  1. Focus on Audience Targeting

If you want to track down leads and strengthen engagement in a big way, then you should take the time to focus on audience targeting. It can help to turn to devices such as the Facebook ads manager. If you utilize this, then you’ll be able to track down an audience that’s practically tailored to your specific preferences and wishes. If you want to figure out who exactly needs to see your latest advertisements, then you need to make in-depth targeting one of your top aims.

  1. Help Social Network Users Get Breaks From the Harsh Realities of Life Nowadays

There is no disputing that life nowadays is difficult and unpredictable for so many people all around the globe. That’s the reason that it can be such a good idea for businesses to help social media users get welcome breaks from all sorts of difficulties. People more than ever need pleasant distractions that can put genuine smiles on their faces. It can be an intelligent idea to integrate joy into news pieces. If you want to post a relevant story for your audience members, then you should think about possibly implementing fascinating video clips. You should think about possibly introducing them to other things that may pique their interest levels as well. Virtual tours of intriguing destinations may just do the trick.

  1. Zero in on Context

It’s critical to zero in on context. There’s no arguing that this pandemic has influenced people all around the planet. There’s also no disputing that its effects in many cases hit close to home. That’s the reason that the smartest businesses out there should study up on how it has affected cities, towns and communities all over the map. If you want to avoid doing anything insensitive unintentionally, then you should make a point to study up on regional matters that may change how you approach your social network “voice” during the pandemic. If you hear about a small town close to you that has experienced particularly significant job loss as a result of the pandemic, then you may want to reconsider how you handle your posts that are relevant to all of its locals.

  1. Evaluate Things Over and Over Again

Nonstop reevaluations can do wonders for businesses that want to approach pandemic social network use intelligently and sensitively. Markets are evolving more rapidly than ever these days. That’s why you need to go above and beyond to reevaluate matters with significant frequency. You should reevaluate your marketing campaigns. You should reevaluate your rules as well. Things that you implemented a month ago may no longer be pertinent or appropriate. You should realize that the only thing that you can actually predict is that situations will never be the same. Reevaluate how you move forward with blog posting times, video clips, response times and beyond. Something that may have been acceptable or perhaps even beneficial half a year ago may be completely out of touch nowadays.

  1. Analyze All of Your Creative Choices at Length

It’s critical to meticulously analyze your creative choices that involve social networks. Think about the tone you use any time you caption Facebook or Instagram posts of any kind. Think about your keyword selection. Think about your blog subjects. It can even help to think about the images you choose to adorn your sites. It may not be fitting to take things too lightly at this moment in time. If you want to approach social network use sensitively, then you may want to limit your jokes for a while. People aren’t exactly in the mood to be rolling around on the ground laughing. Although you shouldn’t rule out humor entirely, you should make a point to approach it both delicately and sensitively.

Consider human contact as well. You may want to stay away from any and all references to excessive touch. Showing images of people embracing passionately may not be something you want to do for quite a while.

  1. Concentrate on Expanding Your Social Networking Accounts

If you want to approach social networking intelligently during the pandemic, then you should concentrate on account expansion. You shouldn’t concentrate on conversions. Your digital marketing style should not revolve around motivating audience members to complete sales. It should revolve around expanding your audience in a considerable and meaningful way. Don’t forget that your audience members do not have a lot of cash to spare right now. They can usually only set aside funds for the basics. If you want to come out on top when all is said and done, then you should put a lot of energy and time into making your Internet following a lot more rock-solid for the future. Aim to release content that offers tangible value to people. Aim to give people access to content that’s actually vital. It can be smart to give your followers suggestions regarding all of the things that they can do to look after themselves while in confinement. It can be smart to give them suggestions that relate to getting more done while working remotely as well. Practicality is of the essence these days.

  1. Team Up With Influential Figures in Your Field or Industry

It can be highly intelligent to network with people in your industry or field who are particularly influential. You may want to join forces with widely known “influencers.” Ask an influencer if you can pen a guest blog for him or her. Ask an influencer if he or she may want to pen a guest blog for your official website. If you do this, then you may be able to gain the interest of brand new consumers. Teaming up with influencers can be a speedy and effective way for businesses nowadays to up their social network marketing strategies. It can be a win-win situation as well. That’s because you may be able to help influencers strengthen their already robust Internet followings.

  1. Get Deeply Acquainted With Your Target Audience Members

People have more time on their hands in recent times. That’s why it may be a terrific opportunity for businesses to get even more acquainted with their target audience members. It may be a fantastic idea to conduct surveys of your audience members. Take the time to discover all of the things that truly make them tick. Zero in on your audience members’ deepest emotions, too. Ask them about the things that give them fear. Ask them about the things that may give them hope for brighter tomorrows. The more “in the loop” you are with your audience members, the simpler it will be for you to please them at later times.

  1. Be Selfless

Businesses that are intelligent should aim to come across as being selfless. If you want to come across that way, then you should start by actually being that way. Do not fixate as much on your business and its aspirations. Concentrate on your audience members above all else.

  1. Test Brand New Concepts Out Right Now

Businesses in this day and age should be more fearless and bold than ever. The COVID-19 pandemic is a terrific “excuse” for businesses to test out fresh new concepts as well. It may be brilliant to test out concepts that are totally unfamiliar to you. You may want to play around with social media posting times. You may want to try new avenues such as giveaways, competitions and contests in general. Things aren’t the way they used to be. That’s why it can be a pretty safe time to do things that make you feel a bit uncertain. You should test out things that involve image selection, video clips and more.

We’re Green – Now What? by @HeidiDalzell

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Back to the Office or Continuing Online

Business owners in Pennsylvania have been more aware of traffic lights lately, at least those that signal we’re starting the process of reopening businesses. While therapy practices were considered “essential” during the pandemic, most of us have played it safe, entering the brave new world of online therapy. Now that many things are reopening, we have to decide whether to welcome clients back into our space, or to continue to offer virtual services. This decision is not confined to therapy practices of course.

A colleague of mine, Deb Owens, wrote a compelling blog about “holding space” for our clients during the pandemic. In it she affirmed that she would hold on to her office space with the intention of seeing clients in person when it is safe to do so. Many of my colleagues are still grappling with this decision. I’ve heard some state that they do not plan to return to a brick and mortar office, and others plan to do so only after a vaccine is widely available. While it’s important to err on the side of caution, especially for folks who have health concerns, have to consider whether people will continue to opt for services delivered on a 15-inch screen.

Information about precautions abound, and we’ve begun taking measures. Masks, plexiglass screens and ventilation can help reduce the possibility of transmission. So can practices like handwashing and temperature checks. Our waiting room currently looks more like a disaster zone than a comfy place to hang out, with blue tape criss-crossing chairs to keep people from sitting too closely.

I’ve started this conversation with most of my clients already, asking some questions about their own safeguards and risk factors. Informed consent is at the heart of any decision: assessing personal risks and benefits. There are also other things I need to look at both from the perspective of a business owner and therapist.

Are Your Services Effective?

The first consideration for any service provider is whether your services are as effective when offered online.

Online therapy services have been around for a while, and there has been some research into its effectiveness. The answer to “is it effective,” seems to remain it depends. What is the therapeutic approach? Who is the audience (age, concerns, individual comfort factors)? How much training and expertise does the therapist have? Does he/she/they have training specific to online therapy? Are there adjuncts to therapy such as online groups, written materials, etc.?

Most studies of online therapy were published in Cognitive Behavioral Therapy (CBT) journals, and CBT, more of an educational approach, has been shown to be effective. This is especially true for anxiety. In the beginning of the pandemic, CBT was by and large the approach I took, emphasizing concrete coping skills. While this has been beneficial for some clients, I have not found that to be the case across the board. Many of my clients with anxiety have gotten more isolative and restricted, anxiety has worsened, and they are rarely leaving their homes. Back in the day I could at least count on them coming in for sessions.

Online services of all kinds do increase access to specialty care, such treatment for eating disorders (my specialty), particularly in locations in which such services are hard to come by.

Looking at Your Niche and Audience

Another consideration is your niche and audience. Some questions to consider. Does your current clientele seem to like the online services? Does the age of your audience, or type of work you do, translate well to the online world? While I have maintained a busy practice, I have found that my client niche is generally better suited to live therapy. Many of my clients have privacy restrictions and are having their sessions in their cars. This does not make for comfort and ease. Ditto for kids at home, and other interruptions. And while their cats and dogs are adorable, I’m not being paid to coo. With eating disorders there’s a lot to be said for seeing the whole body. I also rely heavily on body language, and miss some things without these cues. People who work with children have repeated some of these same concerns.

Many clients I work with note other issues, such as slow Internet speed, technical glitches and general lack of comfort with technology (especially my older clients). There have been times when a good portion of a session is spent doing IT troubleshooting, rather than providing productive services. And privacy issues are a whole Pandora’s box I can’t begin to open.

Relationship-Building and Maintenance

My colleague who described “holding space” for clients by maintaining office space is clearly relationally-oriented, as am I. Thus, I see the therapy space, and the relationship that occurs within it, as sacred. I’ve been conducting online therapy from my office, so that clients see a familiar backdrop. This has been comforting, but not a cure all. But that direct touch is missing.

In relationships yet to be built, I’ve seen mixed reactions. One new client who I’ve only ever met online is doing very well. Several people have postponed sessions or delayed scheduling until they can meet with me in person.

A few other intrepid providers are also working from our office. We’ve built stronger relationships being in the trenches together. I can’t imagine what it would be like to be entirely isolated from professional colleagues.

The online world has challenged me to supplement my services in many ways to increase accessibility. This has included a specialized Facebook group, as well as blogging and learned more about video recording.          Thus I do “see” some of my clients most days, which we like. I’ve also had some great live sessions socially distanced outdoors with people supplying their own seating.

Downsides

While there have been some positives, there also also definite downsides. First, many people expect a “bargain” for online therapy, and will more readily attempt to secure services at the lowest cost they can. Professionals who negotiate in this way significantly reduce their own earning power. I have not.

The other downside to online therapy and other therapy services is time and administration. While some articles I’ve read say it takes less administrative time, I find it takes far more time to administer and deliver services. From sending Zoom links to confirming and reconfirming appointment times, it just feels more cumbersome at times.

Is an Online Business Sustainable?

While there are pros and cons, I just have not found that the online therapy world to be sustainable. Large providers, such as Better Help, have large advertising budgets and take a cut of what their contactors earn. While their services may be sustainable, they are well-established for people who want to meet virtually.

By and large, I my want to fully return to my office in for sessions when it’s safe. I suspect that a few clients will want to continue online, which is fine, but if I do not put my shingle up on a real building others are likely to find someone who has.

How to Write a Business Plan by @DeborahSweeney

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by  | Featured Contributor

Amid the COVID-19 pandemic, small businesses are gaining in popularity — and formation. The Kauffman Foundation’s Trends in Entrepreneurship Series notes that Google Trends reported an increase in searches related to new business opportunities. By March 23, 2020, interest peaked in searches for “open a business,” “new self-employed,” and “new small business.”

Meanwhile, more individuals are filing for employer identification numbers (EINs) with the IRS. This nine-digit tax ID number allows entrepreneurs to hire employees. They may also open business bank accounts. EIN applications, by the week of May 16, 2020, rose 1% over a similar period in 2019.

A startup’s journey is made up of many parts. In the early stages in business, it is critical that you understand the viability of your business idea. You must be able to establish a unique selling proposition (USP) and choose your business model. Once you have laid out this groundwork, it’s time to create a business plan.

What is a business plan?

A business plan acts as a blueprint for your startup. This document provides you with a glimpse into the future of your small business. A business plan helps evaluate the feasibility of the startup from an objective and critical standpoint. You may outline goals and milestones for the startup to work towards reaching and achieving. Additional details, including information about your products and a snapshot of the startup’s finances, may be noted in a business plan.

What happens by the time you’re done drafting a business plan? You should have a document that guides you towards a common vision for the startup. It should also set the stage for attracting investors. More details about that in a bit.

What goes in a business plan?

Drafting a business plan, if you have never done it before, may feel like a complicated, time-consuming process. However, it is actually quite simple. Business plans follow a formula that includes the following eight sections:

  • Executive summary
  • Business description, concept, and strategy
  • Industry analysis
  • Market Analysis
  • Organization and management
  • Financial projections
  • Financing request
  • Appendix

Here’s what to expect in each section of a business plan.

1. Executive summary

This is where you introduce and pitch your small business. An executive summary is brief, often no longer than two pages. It answers the following questions.

  • Who are you?
  • What is your business and what does it do?
  • What industry is your business in?
  • Where are you located or plan to be located?
  • When will you start conducting business? (If you are already conducting business, please note your start date.)
  • How will the business make money?
  • Why will consumers pay for your products and/or services?

2. Business description, concept, and strategy

Once you have a brief overview of the startup, you may begin to dig into the details surrounding your products and services. In this section, you may share where the idea for your business came from.

Talk about what your product and/or service does. What makes it unique and distinctive from similar offerings? If you are still developing the product, where are you at in the development stages? Finally, what are some of your goals? Do you have a timeline for reaching these goals? What do the steps look like towards achieving certain milestones?

3. Industry analysis

This section takes a deep dive into your industry. Who are your competitors, both direct and indirect? You should be able to study, and know, everything you can about the competition. This includes what their offerings are, their company background, and why consumers may choose your offerings instead of theirs. Consider competitor price points, for example, as part of an industry analysis.

4. Market Analysis

Moving on from your competition, it’s time to look at your target audience. Who makes up your audience? You may develop personas to better understand the demographics you are trying to reach as well as their needs.

In addition to understanding your audience, you will need to analyze a specific strategy for this market. How will you attract, capture, and retain your target audience? Further, is this a growing market? Are there additional opportunities for growth?

5. Organization and management

Here you will share the roles of each employee in your business. If you are running your business as a solopreneur, you may share just your biography.

However, if you have hired employees — or plan to hire soon — you will need to share staff information. This includes names, titles, responsibilities, and their previous work backgrounds.

6. Financial projections

Let’s talk about money. More specifically, the current cash flow of your business. This section of your business plan will likely consist of tables and charts. These will detail financial aspects of your startup including the following.

  • Cash flow statement
  • Projected profits and losses
  • Expenses budget
  • Sales forecast
  • Break-even analysis
  • Balance sheet — for the next three years out, if possible

7. Financing request

Earlier I mentioned that a detailed business plan may attract investors to your business. Those that are interested in financing your startup will want to review your business plan.

Do you need funding from investors? You will need to include a section — a financing request — that outlines the amount of necessary capital. Be specific in the amount you need from an investor. Additionally, share the manner in which you intend to spend the money.

8. Appendix

As you’re wrapping up your business plan, you may find you have leftover odds and ends. Where do you mention that you have letters of incorporation? What about a written partnership agreement? Where does that go?

The appendix is a handy space to keep these materials. You may also include additional items, like trademark registrations and industry studies, in an appendix.

Is it ever okay to go back and edit your business plan once you have a draft? Absolutely! Remember that you may always return to your business plan over time and make edits. Note the dates you were able to reach your goals. Set new milestones to reach and refer back to your business plan for extra guidance and support over time.

 

Designing Your Website for Your Customers by @DONNAAMOS

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Designing Your Website for Your Customers

by Donna Amos | Featured Contributor 

Now that your business is up and running, it is time to go about designing your website so that it is both awesome and effective to help get the word out about your brand as well as attract prospective customers.

In fact, an effective website, which is one that puts you right in front of your target audience, helps you stand out among your competitors in online searches, thus also helping to increase the chance of conversions due to the number of quality visits.

However, as a new business or a business that is new to the online world, knowing the various elements that go into effective web design can be difficult without prior training and knowledge.

But the following information, also used by professional marketers themselves, will help provide you with the training tips and resources you need to help take the guesswork out of what makes a website effective and propel you towards success.

Begin With Your Target Audience in Mind

Contrary to popular belief, a business website is less about what the business wants the customer to know and more about what the target audience wants to accomplish, which helps decrease the bounce rate, or the rate of visitors who enter your site only to leave before viewing the site in its entirety or making a transaction.

In fact, research shows that more and more customers are turning to the world wide web as their source of information and even research a company’s website before making a purchase decision online or in person.

Therefore, to be without a website, let alone one that fails to cater to your customers, can cause you to miss out on valuable leads, which can be detrimental to your sales and cut into your bottom line.

Some ways to ensure your website is customer-focused include:

Make It Personal Yet Inclusive

For customers to appreciate and find worth in a product or service, they need to feel as if it was designed with them in mind.

Therefore, the general notion that your visitors are a part of your business should be built into every aspect of the user experience, so that they don’t feel alienated but instead like they belong, which helps build strong, long-lasting relationships that can ultimately lead to repeat business, as well as other potential customers in the future.

On the other hand, it is also impossible for your business to cater to every customer and every need, so before you begin, identify your target audience, as well as what your product or service will do for them to help make your marketing efforts and web design even easier.

You should begin by learning the main customer groups that engage with your site, and why, which user research and testing can help you do. Using this customer insight will help you plan the most effective web design and features, thus easily safeguarding against any factors that may hinder the goal of your site.

Focus on the Content Before the Web Design

The content or message of your site helps set the stage for all else that follows; therefore, it is important to develop your content or message before the actual web design.

However, when it comes to content, quality is key because it plays a major role in the user experience. In other words, it adds value to the user. When done right, it can even capture the attention of future users, which in turn also helps increase your sales leads; therefore, it pays to carefully plan it out.

To help develop quality content, after you have conducted thorough research on your target audience, next consider the goal you hope to accomplish from conveying the content to your audience and then create a strategy to display it on the web site.

You can also hire a ghostwriter to do it for you.

Provide Factual Information

In the era of search engine rankings and social media popularity, unfortunately, many websites have turned away from being customer based to solely focusing on SEO

rankings, likes, shares, and Tweets, etc., which has caused them to resort to various questionable tactics, such as publishing misleading content, in hopes of going viral or to increase their ranking in major search engines.

However, this does not add value to visitors, which can not only cause you to lose credibility as well as sales in the long run but also land you in hot water with the powers that be.

In fact, as of recent, various social media entities, including Facebook and Twitter, have incorporated several measures to prevent the sharing of false or inflated information, including having content checked by independent fact-checkers and then boldly labeling the content as false if it is found to be untrue.

Meanwhile, Google also has various penalties for publishing false or misleading information, which can not only cost you search engine rankings but, in some cases, even cause your page to be blocked or removed altogether.

Therefore, rather than just focusing on short-lived fame, you should instead aim to provide information that is both useful and fact-based, which can actually help grow your business in the long run.

Some ways to help show your visitors that your site contains factual content include:

  • Clearly state whether the content is sponsored – If your website contains sponsored content, don’t try to hide or disguise it. Instead, label it as such. It should also be displayed in your design work, such as using larger fonts for the title and making sure the author’s name is obvious, which provides visitors with someone to follow up with for greater assurance.
  • Use reputable sources – Using or linking to reputable sources in your content encourages readers to consider the weight of your sources, which also helps boost your credibility. You might also consider linking to or listing author credentials to also help build trustworthiness.
  • Incorporate related content – Linking related content using an encouraging heading, such as You Might also Like, provides users with additional information and contrast, which enables them to conduct their own research and reach their own conclusion. It also makes your content look unbiased, which helps build trust.

User-Friendly Digital Trends

Today’s consumers are consistently looking for ways to be awed by added convenience, sans the gimmicks; therefore, as part of your customer friendly web design, you might also consider incorporating, or at least checking out, some of the latest technological trends that promise to do just that.

Some digital customer experience trends for 2020 include:

Responsive Web Design

Responsive web design is and will continue to be a growing trend as customers are always looking to access the internet on the latest device.

This type of design, which a professional web designer can help you achieve, enables websites to look good across all devices, and it should also include fast page loading times to help enhance the user experience, which helps reinforce your professional image.

Voice Commerce

Voice assistant technology, think Amazon’s Alexa or Google’s Assistant, is another growing trend in 2020, as it enables customers to activate a device or make purchases hands free while they go about their daily routines.

In fact, research shows that voice shopping is expected to rise from the current $2 billion to $40 billion in 2022.

However, companies can also develop their own eCommerce experiences using their own platforms, which will enable their customers to also interact with their brand through voice.

Omnichannel Delivery

Omnichannel delivery enables consumers to start their interaction with your brand from one touchpoint and then pick up where they left off another, which essentially turns more objects into connected devices.

To utilize this function in your own website, you will need to incorporate a  headless content management system , which an experienced web designer can also help you do.

Web Design That Works

Gone are the days of slapping up a website that just looks nice, in today’s world, it must also actually function as an effective marketing tool to increase the chance of conversions, which means you must put in some work.

Simply begin with customer research, which can be easily done using customer surveys and more, to gain valuable insight about key customers that can then be used to help make designing your website much simpler and your campaigns more effective.

Meanwhile, web analytic tools, such as Google Analytics, can help track customer behavior, such as page views and bounce rate, etc., once your site is launched, which can also be used to help improve your focus.

 

Taking A Stand in Your Business by @HeidiDalzell

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by Heidi Dalzell

“I write for those women who do not speak, for those who do not have a voice because they were so terrified, because we are taught to respect fear more than ourselves. We’ve been taught that silence would save us, but it won’t.”

— Shirley Chisolm, first Black woman in Congress

Change has been a constant over the past weeks. I can’t believe it’s been almost two weeks since the death of George Floyd, and longer since the passing of Breonna Taylor, Ahmaud Aubrey and Tony McDade. This has been a time of personal reflection and change for me as well. As a business owner — and a therapist — I’ve asked myself some difficult questions about how to address racism within my business and my practice. I have considered what I am communicating to others, including clients and colleagues. My hope is that sharing these thoughts may jumpstart your thinking processes. I write this from the perspective of a White, Jewish, educated woman. Some of those statuses afford opportunities that I would not have otherwise.

When I shared my first blog for She Owns It, the topic was about embracing the changing world of Teletherapy and reinventing my business. I was thrilled to have my guest post published, and am now even more excited to be featured as a contributor on this site. None of us could have anticipate the recent examples of racism and injustice affecting our nation.

These events represent generations of violence against Black and Brown people. I stand in solidarity with the Black Community and state emphatically that Black Lives Matter. Sadness, anger and outrage are just a few of my emotions connected to the deaths of these innocent men and women. What can I do with these emotions.

Businesswoman and Advocate

Core values of my psychology practice include compassion, acceptance, tolerance and love. These values are the literal foundation on which my business is built. I have seen other women owned businesses speak out and some remain silent. Not speaking out and walking the walk would feel incongruent and inauthentic with of my mission.

I know that sharing my views may affect my business, and after a recent newsletter and blog post in which I advocated for change and racial justice, some people unsubscribed from my email list. That was ok. I do not want to be complicit in the racism that lies behind ignoring the voices of Black people.

I can use my privilege to speak out. Imagine if all people did this. When Martin Luther King led civil rights protests only 25% of Whites supported these ideals. Gloria Steinem encountered similar opposition. While many of us know Steinem, others are not as familiar feminists like Shirley Chisolm, Dorothy Pittman Hughes and Flo Kennedy. These women taught us that women should speak out.

Examining Privilege and Bias

Racism is “prejudice, discrimination, or antagonism directed against someone of a different race based on the belief that one’s own race is superior.” Privilege refers to unearned advantage or entitlement that benefits White people over non-white people.

As business owners, it’s important to be aware of our privilege. It aids our communication with others. And systematic privilege hurts everyone, especially women in the business world. Many of us would not be reading this blog had we not dismantled the systems of patriarchy during the Women’s Right’s movement. And while it’s still an uphill battle for women, Black women face bigger challenges in the workplace.

While conscious examination of privilege is a start, it is equally important to thoroughly examine our biases.

There are three main components of bias: stereotyping, prejudice, and discrimination. Stereotypes are beliefs about a group, such as the false belief that Black men are violent. Prejudice is a preconceived opinion that isn’t based on reason or actual experience. Discrimination often begins with prejudice, and involves unequal treatment of people due to the various groups they belong to (racial, ethnic, etc.). Discrimination can range from inequities in opportunity to hate crimes and violence.

We form biases at an early age based on things we see in the media and learn from parents and peers. It can be helpful to sit down and create a list of adjectives that describe your feelings about a group. Are they factual, or do they reflect stereotyping or beliefs that may not be true? If you used these adjectives in your everyday communication, would the language be seen as neutral or dehumanizing?

Be honest—this list is for you.

Don’t Allow Invisibility

How do you promote diversity and allow Blacks within your organization to be seen? This includes being sure to actively provide depictions in artwork and other items within your work setting. For example, one of our waiting room magazines is Essence. Within workplace settings, provide ways for Black men and women to take up space and to be visible. It’s also helpful to consider the additional challenges faced by those with intersectional identities, such as Black transgender women. They are a group who face significant violence, discrimination, and many kinds of disparities.

Bring It Home

Another way to work on racial justice is to bring it home —literally. Seek out places where you can genuinely and authentically interact with people of different races and ethnicities. This may include in social settings or religious settings—places where you are interacting as peers. This does not include settings where there is an imbalance of power, such as interacting with someone who is providing a service. If you have children in your life, it’s also nice to be able to volunteer. If you choose a setting in which that imbalance of power exists, such as a soup kitchen, be sure that you augment the activity with a discussion of the disparities and injustices which led to economic disadvantage.

 

 

As we continue to witness the nationwide trauma unfolding, I encourage She Owns It readers to be kind, be sensitive, be compassionate, and be part of the solution. Please use your anger and grief to work for systemic change, and dismantling institutional racism and inequality in our communities.

 

How to Create a Reopen Plan by @DrRKayGreen

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by Dr. R. Kay Green | Featured Contributor

As the shelter-in-place laws begin to easy, many business owners are looking toward their future. But nothing is going to be the same, and opening up business will not be as simple as going back to business as usual. No matter the industry, changes are going to have to be made, and care will have to be taken when reopening business.

Here are five things to consider while creating your reopen plan.

Know the laws in your state.

The first step to any reopening plan is to make sure you are compliant with any laws in your state. Make sure you stay up-to-date on any shelter in place laws, but also keep an eye on things like recommended building capacity. You may not be able to fill a restaurant to full occupancy, for example. This may affect your time table.

Of course, for many, these laws are changing every day. Make sure you keep your finger on the pulse and be prepared to change and update your plan as new information becomes available.

Consider any logistical challenges.

Some businesses will have more difficulties than others operating in this post-COVID environment. Will your prices have to go up to compensate for the lowered occupancy? Is it feasible for you to test temperatures at the door? These are the questions you should be asking yourself to ensure the smoothest transition.

Some “best practices” might simply not be possible or beneficial for your business. Take the time to consider these carefully and make sure you have the best possible plan for you.

Get serious about cleaning.

As day-to-day work resumes, it is important not to let safety measures go lax. It is incredibly important for all of your employees to understand that regular cleaning is imperative. You should be purchasing masks for them, and consider investing in additional safety measures such as barriers in front of registers to ensure both their safety and the safety of your clientele, for example.

Ultimately, though, it will be the responsibility of your employees to keep things clean and safe, even when work life starts to pick up again. Make sure they understand that this is in their best interest as well as the best interest of your clients.

Consider the little things.

While talking about reopening seems easy in theory, in practice there could be things you had not accounted for. For example, consider the size of your bathrooms and the space between stalls. Can people easily move around while safely social distancing? Or what about your parking lot? How filled does it get, and what does foot traffic look like.

These are things that are easy to overlook, but can create challenges in the long run. Think of your business from a very analytical perspective and try to catch these things before they actually become problems.

Be prepared to take it slow.

As difficult as it might be to hear, these past few months have marked a dramatic shift for everyone, and we will not be able to return to normal overnight. Even as you open your business, consider taking it in phases—for example, having employees come into office in “shifts” and have them work remote on off days.

But even while you are taking it slow, there are things you can do to take advantage of time. If your employees are not going to be working the same number of hours, for example, now is a good time to invest in training, to empower them to make the most of their time.ournal, College View, Business New Hampshire Magazine, Bay State Banner, Reader’s Circle, North Dallas Gazette, Harlem News, Top News Today, One News Page, NE Informer, Women in Business PR News, Consumer News Today, Women PR News, San Francisco Chronicle, Houston Chronicle, Chicago Daily Herald, The Miami Herald, and Book News Articles.

 

3 Ways Small Businesses Can Provide Comfort to Customers During COVID-19 by @DeborahSweeney

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Photo by Gustavo Fring from Pexels

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In April, I was able to catch a Salesforce webinar on stories of resilience that was co-hosted by Mark Cuban. During the webinar, a listener wrote in to ask his advice for marketing and messaging during this time. His response was simple and transparent: at this specific moment, small businesses need to connect more than sell.

Behind every sale a small business makes is a customer. Right now, that customer is scared or at least a bit worried about something during COVID-19. Small businesses can provide comfort to their customers that go beyond making a purchase from their storefront. Here are a few ways you can get begin spreading kindness as quickly as today.

Add a handwritten note to orders.

Small business owners are currently working from home and have adjusted their daily routines accordingly to safety/shelter in place structure. As we take the time to make healthy lunches and add meditation to our schedules, how about setting aside 20 minutes to hand write thank you notes?

Put aside 20 minutes daily (if not more) to write physical thank you notes to customers. Not sure what to write? Keep it simple. Write a few sentences thanking them for shopping with you. Talk about how much you love to use the product they purchased or where the inspiration to create it came from. If you’re artistic, add an illustration to the note.

Encourage shoppers to stay connected by including your contact information, including social media handles, website link, and where they may sign up to receive a company newsletter, at the bottom of the card. Customers will be surprised and delighted to see a thoughtful thank you note included with their order.

Engage on social media.

Most individuals spend roughly 90 minutes on social media apps. Our amount of screen time has likely increased significantly during COVID-19. As customers and potential customers scroll through their Instagram and Twitter dashboards, your business has plenty of opportunities at hand for how it may engage and connect on social.

  • Repost content. Share the love by spreading it on your social accounts. Fill Instagram Stories with image reposts from customers excited to receive their new products. Retweet tweets from customers about positive interactions with your business.
  • Respond to comments. Whether these comments are made as a private message or publicly to your social media page, write back in a timely manner to thank customers for their kind words or address any potential issues or concerns.
  • Follow customers. Depending on the platform, follow your loyal customers back. They’ll be thrilled to see their favorite small business follows them!

Take a phone call together.

Many entrepreneurs, including business consultants, PR executives, and real estate professionals, are accustomed to taking calls and meetings with clients. We may not be able to physically meet with customers during this time, but that doesn’t mean we are unable to connect over the phone. Pick up the phone and call clients with whom you have developed a rapport together.

What’s a good icebreaker to open with for this kind of call? Why not start by asking, “How are you doing?” It’s an ordinary question that has an extraordinary impact. Clients, established and brand new alike, are ready to talk. They want to highlight professional and personal aspects of life that are going well, ask for help where they need it, and update you with news on major changes or trends in and out of the industry.

Use this time to have a heartfelt, open conversation. This is one of the greatest opportunities you have to connect on a transparent level. Your kindness and understanding will pay back incredible dividends into the business. Make the time for a long, candid chat. It will pay off in the long term — and is absolutely worth it.

 

Deborah Sweeney is the CEO of MyCorporation.com which provides online legal filing services for entrepreneurs and businesses, startup bundles that include corporation and LLC formation, registered agent services, DBAs, and trademark and copyright filing services. You can find MyCorporation on Twitter at @MyCorporation.

20 Ways to Avoid Distractions While Working from Home by @DrRKayGreen

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by Dr. R. Kay Green | Featured Contributor

Working from home presents a unique set of challenges, as many are finding out for the first time during this COVID-19 crisis. One of the main issues people face is maintaining focus during work hours, even though they are surrounded by at-home distractions like chores and family members. Here are 20 tips for avoiding distractions while working from home during the shelter-in-place.

  1. Maintain a strong work/life balance. It is easier to focus on work when you give yourself enough time to focus on your life. While working from home, it is tempting to let one bleed into the other, but this can lead to procrastination and difficulty in maintaining boundaries.
  2. Prioritize your to-do list. Distractions often happen because we are not sure what we are meant to be doing. Get rid of this confusion by knowing which items on your to-do list are the highest priority, and tackle those first.
  3. Download social media blockers on your computer. If you find yourself scrolling through Twitter or Facebook during work hours just a bit too much, there are extensions you can use to block these sites during work.
  4. Put your phone away. Scrolling through your phone is an easy way to lose time. While you do need it nearby to field work calls, putting it somewhere where it is not easy to reach but still easy to hear is ideal.
  5. Take scheduled breaks. Breaks help you stay motivated during the time that you are actually working. Letting your brain rest also improves focus and overall morale. Try getting up and stretching every hour or so.
  6. Get noise-cancelling headphones. If your home is a louder one, this is a must. Keep your focus by playing music, or rain/nature noises to block out sounds. The headphones will also be a signal to others in the house not to bother you.
  7. Keep up good diet and exercise. Diet and exercise play a huge part in focus. If your body is in poor condition, your brain will be, too, and it is a lot harder to stay focused when you feel ill. Make sure to eat foods that keep you focused, and exercise regularly.
  8. Work away from chores and clutter. It is harder to focus when you are surrounded by clutter. If you can see the laundry that needs doing, the kitchen that needs cleaning, or the floor that needs sweeping, it will be harder to focus on work.
  9. Get an accountability partner. If you struggle with staying self-motivated, having someone that you check in with regularly can be a huge help. Let them know what you intend to accomplish for the day, and have them do the same to you in return!
  10. Play background music. As mentioned earlier, music can help block out unwanted noises. But the right music can also help improve focus on general. This is different for everyone, so experiment with the sort of music you listen to.
  11. Offer yourself rewards when staying focused. If your deadlines seem less pressing than usual, use rewards to motivate yourself. This will keep you on task and will make things much easier for you in the long run.
  12. Break up large tasks into smaller ones. It can be tough to stay motivated on long tasks, which leads to us getting distracted. But breaking them up into smaller tasks makes it easier to feel accomplished, which improves momentum.
  13. Turn off all non-essential notifications. Every time your phone buzzes, you lose your focus. Turn off notifications for apps that are not essential. This way, you are only looking at your phone for things that actually matter.
  14. Do not keep an email tab open. We lose a lot of time to our inboxes. Unless you are expecting something urgent, try not to have your email open all the time. This way, you can focus on the task at hand and only the task at hand.
  15. Use the Pomodoro technique. It can be hard to focus when you feel overwhelmed, or if you do not give your brain regular breaks. The pomodoro method or a similar way of working helps to mitigate this. Set a timer and work through it, then give yourself a short break.
  16. Schedule updates with your coworkers. If you are used to keeping up-to-date with coworkers, this transition can have a negative affect on your focus. Using a platform like Zoom for scheduled check-ins keeps everyone motivated and on the same page.
  17. Make sure your technology is right for the job. If your computer is slow, it is harder to keep your momentum and easier to give into distraction. Invest in a good, fast computer for work, and it will be much easier to keep up.
  18. Set long-term goals. Sometimes, we give into distraction because we are not sure why we are doing something. Having longterm goals and making sure your daily tasks relate to them in some way will help with this.
  19. Create a family plan. There are some distractions that we cannot control: things like family. But talking with them and making them understand your schedule can be a great first step in minimizing the amount of distraction you have.
  20. Use a separate browser profile for work. Browsers like Google Chrome allow you to have different profiles, which affect things like search history, saved passwords and bookmarks. Separating work from your usual profile is a good way to minimize online distractions.

 

Public Relations in A Covid-19 World by @lucyrk78

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by Lucy Render-Kaplan | Featured Contributor 

Public Relations is most often the team quickest to respond to (unexpected) situations clients may find themselves in. Because of this, PR is often looked at as the quickest-to-respond communications department. Brands will be remembered for a long time depending on how they act during this crisis and how they are perceived. People are seeking answers and help and brands that can provide this in a sincere and well-informed manner will be the ones that come out of this the strongest.

You do not want to be remembered as the brand that is sending out sales newsletters for luxury vacations no one can take or hash jacking the #Covid19 tag just to garner higher opening rates. Leading with empathy and acknowledging that most people have lost their jobs or may be about to, should be your guiding principle.

It is nearly impossible to tune out of the constant news cycle covering the Corona Virus. The news is dominated by it and analysis, speculation and rumors are rampant on social media. As more states this week extended their stay at home order for another month, both brands and members of the media need to begin to plan for a longer “abnormal” time.

So, what does this mean for brands that rely on news mentions? Or for reporters and outlets that do not want to ignore the pandemic, but also still have deadlines on news outside of Covid-19? Editors know that while they are still the first line for conveying what the public needs to know, they also recognize that readers’ focuses are changing, and now  they are looking for entertaining and uplifting stories more than ever before. The media is looking for stories that give readers even a slight respite from the stress of all of this, and it’s up to us, as PR professionals, to provide those stories.

You may have better luck with local news. Stories about neighbors helping neighbors, food pantries available for those who cannot shop or have lost work, even shout outs to small businesses offering new services – deliveries, masks…think local when looking at what you are looking to pitch.

Keep in mind – no matter how much research you have done to deeply understand your current and potential audience, consumers’ priorities are changing rapidly to try to get a handle on their new normal. People are stuck at home for the foreseeable future and social activities that once filled families’ calendars are now blank spaces. There is an incredible amount of lost work, and daily we are given lists of festivals, sports events and cultural events that are being cancelled. While PR pros are certainly in a scramble to try their best at moving as many of these events online, the reality is most will be cancelled for the remainder of 2020.

What this means, is that more traditional events become more meaningful. Birthdays, Mother’s Day, and events as such will need to be planned as they never have before. This gives PR pros the opportunity to get creative and showcase how these events do not need to be sad days, but new ways of coming together for celebration.

 

Here are some tips to help guide your PR efforts during this time of crisis:

HELP. Then Help More.

No matter your situation, you still have the capability to help others. Yes, some of your clients may provide products or services that in no way can be made relevant to help during this epidemic.

That does not mean your clients cannot be of assistance to others. Depending on your industry, the ways to help will differ.

Perhaps you can organize team members to wear company shirts and help deliver meals to seniors (while always maintaining social distance and protection). You may be able to donate a percentage of profits to a charity assisting in Covid-19 care or research. Maybe you can utilize your platforms to offer tips on making working from home, homeschooling, or ways to stay healthy is something your audience would appreciate seeing you offer.

Yes, some of these ideas will not bring in revenue right away. However, the more trust you can build, the more consumers will think of your brand in a positive light when they are ready to make a purchase.

Strengthen Your Thought Leadership

While this is an ongoing goal for all public relations pros, now is an even better time to focus on employees you can offer as experts in their field. This helps your brand stay in the public eye despite any cancellations or postponements of scheduled launches or announces.

Look at having your clients write blogs on their websites, find guest blogging opportunities to grow a new audience or consider placing professionally written op-ed pieces that your clients have written on news sites. People have more time to read longer content than they may have had before so do not worry about TLDR.

Social Media is Better Than Ever

Marketers have been rejoicing (and complaining less about tricky algorithms!) as people are spending much more time on their computers and smartphones. Fear, feelings of isolation and craving to connect has elevated the use and importance of social media. It is a great time to engage with your customers where they are; learning how their needs and wants may have changed, finding out what questions they aren’t finding answers to that your brand can provide and ensuring you’re spending more time on producing content they want to see, over what your brand would like to get across. This will mean less posts about any new funding or showcasing people using your brand in ways and in locations they will not be able to replicate for the foreseeable future.

Now is the absolute time to rethink your messaging. We would recommend pausing pre-scheduled social media posts. Take the time to review each one and evaluate if it is appropriate or helpful considering our current situation. That is not to say you must scrap all the work you have done. Perhaps it just means putting certain content on hold. Before every post, we recommend asking yourself:

  • Is this necessary currently? Relevant?
  • Is this helpful?
  • Is this empathetic, inclusive and kind?

Where some brands have struggled with being transparent and 100% honest on social media, for fear of looking weak, or nerves or just not feeling comfortable with being “themselves” on social, it’s of utmost importance now. It may just take reframing your thinking – it has never been easy to be forced to layoff people because of COVID-19. The public is seeking information on how brands are internally responding to difficulties. You will find your brand earns respect with honestly and publicly addressing your brand’s struggles. Have you had to close an office? Reduce your workforce? Cancel orders? The faster you can honestly communicate this information to customers, the more they will respect you for being open and transparent.

The worst thing you can do is ignore the crisis and pretend you are conducting business as usual. This comes across as tone-deaf.

We all pray this COVID-19 pandemic ends quickly, but it is how your brand responds now that will determine how they fare in the future. Remember – brands are human. Customers are human. Everyone has new fears and stress and will benefit the most from thoughtful and helpful communication.