Author Archives: Giorgi Mikhelidze

How to create community around your brand

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Community Marketing

Remember when marketing was all about the 4P Рproduct, price, place, and promotion? This model is no longer relevant in today’s society. As the marketing has shifted from physical to digital world the understanding of the customer and relationship with them has changed a lot too. In a result, instead of 4P, brands are concentrated on 4E РEmotions, Experience, Engagement and Exclusivity. To say it in different words, branding today is all about the customer rather than the brand itself and creating a strong community around.

According to the Forbes, the five most important marketing trends in 2019 that all the brands should be aware of includes the customer communications and emphasizes the importance of the community around the brand since people trust the ones they know more rather than advertisements coming from the brand. All in all, companies today will have to stop depending on the advertisements and think more about organic, lifelong communications with the customers by delivering valuable content. The big companies, like Nike or Coca-Cola, have been doing it for a long time and the best ways possible, but smaller brands might find it harder to deliver the quality communication and increase the brand awareness through their customers. However, considering the social media coverage and digital possibilities we have today, even the smallest brands can create the community and advance their brand. Here are three main tools you can use to have a successful communication and a loyal audience around your brand.

Deliver high-quality content on your blogs

It does not matter what kind of business are you leading and what is your industry – people will have a lot of questions about it. If you are not the one who educates your audience, someone else will and might as well take your customers over time. Today, when there is a lot of educational sources on so many different topics, it is still hard to find reliable and quality content. Therefore, your customers will be very grateful if they will not have to search for the needed information somewhere else. At the same time, your blog might attract new potential customers and help you generate leads.

To develop a meaningful relationship with your customers, start running a blog about the field you are operating in, deliver different educational contents, videos, and guides. For example, this guide is helping the customers open an account. The blogs can be used effectively by all kind of businesses you can think of. The main idea is to make the life of the customers easier, and they will make the branding easier for you.

Make your customers feel exclusive with personalized emails

Okay, emails feel likes something from the previous century. However, you should not underestimate email marketing, especially in 2019, when the personalized communication is on the top. Although the email marketing should be done with great care,  nobody likes receiving tens of the emails a day. Do not spam your customers, but deliver meaningful communication that feels exclusive. Use this great platform to have one-on-one conversation with loyal customers and make them feel they matter. The best way to do so is to offer discounts and sales that are exclusively for them. Learn who are the best customers of your brand and learn what they buy the most. This tool can be used best by the e-commerce shops, who can track how their products are sold online. For example, if you have an e-commerce shop for the beauty products you can track what your most loyal users are buying and offer a discount on similar products via email.

Engage your customers with the help of Nano-influencers

Nano-influencers are taking social media with the storm. While the big celebrities keep being influential on their Instagram accounts, the endorsements from the everyday citizens on Instagram is more organic and is getting more and more important for the brands. As the Guardian reports in the article rise of the nano-influencers the new trend is representing the reality. Everyone has one friend on Instagram or other social media that is influential in his/her own way. This kind of people have thousands of followers for different reasons – content they place, their fashion sense, their lifestyle, their wittiness and so on. When these people are posting about the places, products or services, it is more organic and the followers receive this message like advice from the friend, not an advertisement. Therefore, it often has a snowball effect which is a great way to have an impact on your community.

Meaningful communication by the content that makes life easier and better for your customers you can create a better experience for your clients. The personalized emails will help you make your audience feel exclusive. Last but not least, the power of social media with hashtags and nano-influencers will raise positive emotions and engage your audience in conversations about your brand. You will be able to use the power of 4E and create a loyal community around your brand.

Developing country citizens prefer work from home

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Work from home

No matter if you live in a developed or a developing country, working from home is always something to look forward to. However, there are some serious issues connected to the whole activity. The fact is that most professions can’t really be done from home, that feature is exclusive for only a select few professions. These are things like Design, development, writing and etc.

In-House staff is expensive

Most of the developed countries have wealthy companies residing in them. These companies have the ability to support large staff in the office, are able to pay the rent and additional benefits for the employees. However, developing countries are struggling with these issues. In most cases it is because the real estate market can sometimes outpace the economy, meaning that the employers can’t afford to have large offices anymore. In order to combat this issue they either resort to lay-offs or just move to a smaller, cramped office. Which is never good.

According to South Africa (which is considered to be a developing country) is one of the leading countries in terms of work from home opportunities. The reasons are quite simple. The number of financial market traders is growing, which doesn’t usually require an office if you’re doing it on your own. Also, South Africa has been promoting tech and art related professions, which lead to a surplus of experts in these fields. As already mentioned these professions don’t need a constant office. also mentions the fact that some companies are having a hard time finding good offices to base their operations in. Even rich entities like financial companies are struggling with this, therefore the creative staff is being moved to remote jobs. The good thing is that this doesn’t affect wages, in most cases it actually grows them, as companies are later able to move into smaller offices and save on rent.

What will happen if YouTube removes the dislike button?

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The recent news that YouTube might remove the dislike button from their platform has caused an uproar with the users of the Video portal. Many users showed their dissapointment in the company by actively campaigning against them on Twitter, Facebook and Reddit. Many call for petitions to look for alternative methods to show dislike towards the videos, if the button is indeed removed.

What does the button do and why is it so important though? Well, the dislike button is crucial for the YouTube algorithm. If the video has a good like/dislike ration it will be suggested to viewers more often by the algorithm. But if it has overwhelming amount of likes, it may lose monetization and will not be shown in the “Suggestions” tab.

The YouTube community believes that this is a step towards favoring corporate accounts over individual creators from YouTube and would be the quote “Death of the platform”.

What will this do to the platform?

We’ve reached out to a very small YouTube channel and asked them how important it is for them to be in the suggestions tab of potential viewers, ForexBonusLab have commented on this event, saying that no matter how much the YouTube community tanks in terms of traffic, the community will remain unchanged, or at least scratched by a little bit.

Besides, even if the dislike button is removed, there is little the community can do at that point. The creators will still have to continue making videos as YouTube is their primary source of income, and when the amount of videos does not fall, the amount of viewers is sure to be unaffected as well.

Therefore the likeliest of scenarios are that either nothing will change. Or when the dislike button is removed, a small change in the traffic the website has will occur over a few months and will stabilize in the long-run.