What Is Accessible Marketing?

/in /by

StrategyDriven Marketing and Sales Article |Accessibility|What Is Accessible Marketing?Accessibility is a crucial topic in modern business life. However, accessibility tends to refer to the width of your corridors, and the absence or presence of staircases. As a result, countless shops and small companies have added wheelchair-friendly modifications to their brick and mortar businesses.

However, when it comes to marketing activities, accessibility refers to different issues. Indeed, making your marketing strategy accessible is about reaching a broad and diverse audience and offering alternatives for those who may not be able to perceive your message in its standard format. Molly Burke, a blind Youtube vlogger, is especially vocal about visual impairment and how brands often fail to target people like her. Burke has made many videos explaining not only how she uses technology in her everyday life but also how some of her favorite brands could transform their online presence to tackle accessibility issues. If you haven’t considered creating an accessible marketing strategy until now, this is the time to renew your communication!

Flash info: Metadata are NOT just for SEO

On-page SEO should be your top priority as a small business owner. Indeed, Search Engine Optimization can make a significant difference in boosting your online traffic, and therefore driving more leads to your site. Aside from keywords and informative content, creating useful metadata is typically part of every SEO strategy. Meta tags are read by search engines such as Google and Bing and used to gain a better understanding of your content.

But they can do a lot more than SEO improvements. Indeed, metadata are not visible to your visitors, but they are accessible to screen readers. Blind or visually impaired users rely essentially on their screen readers to navigate the web. The readers convert the digital text found in the metadata and the HTML code into speech. You can add valuable information for screen readers, such as the language used – which is useful if you quote foreign words in your text, like the French saying ‘c’est la vie’. Additionally, using specific meta tags lets you structure the text, making it understandable in a speech format.

Provide the same information through different channels

It can be difficult for marketers to pursue the creation of the same piece of content through various formats. However, you can find helpful tools that can do the hard work for you. A text to voice messaging tool is a brilliant solution to target users who may be able to read written messages. It can be helpful to collect information regarding your users’ communication preferences at an early stage so that you can adjust your campaigns to their requirements. Additionally, blind users such as Molly Burke rely on an accessibility-friendly function that converts the content of their smartphone into speech. In other words, your SMS is likely to be read if you accidentally forget to use voice messaging. However, you should avoid drawing your smileys as smartphone voice-over tools tend to read each punctuation sign separated. Colon. Right-hand side bracket.

Can the blind hear my images?

Molly Burke is not only vocal about the issues faced by the visually impaired community, but she is also a fantastic role model for businesses who want to boost their accessibility. Indeed, Burke’s Instagram account features accessible image descriptions that help all users to understand what the picture is about. She provides a summary of the objects and people in the photo, their names, the animals, the surroundings, and the emotions that are expressed. In short, anybody with a screen reader can know what your images display even if they can’t see. For websites, the function is in the meta tags; it’s the alternative text that serves as a translation of the picture. On social media, you can write an accessible description in the caption content.

Sure, videos are great… unless you can’t see/hear them

It would be foolish to pretend that focusing on the blind community is enough. Deaf users struggle a lot less online, as they can access most content without difficulties. However, if you are using videos on your site or if you’ve created a vlogging channel, you should consider the addition of caption subtitles. Indeed, subtitles make the video accessible to those who struggle with hearing impairments. However, you can also create content for screen readers to ensure that your videos remain meaningful to those who can’t see them.StrategyDriven Marketing and Sales Article |Accessibility|What Is Accessible Marketing?

What about less confident users?

Finally, creating accessible online content needs to offer simple solutions for all your users. Users who are less confident about digital communication should also be a target with simple and straightforward processes to unsubscribe, purchase, or create an account online. Don’t let them wander what to do.

Accessibility has to become part of your everyday marketing strategy. You can’t afford to make it an afterthought anymore without risking to lose a valuable part of your audience.

Small Business Inventory Management 101

/in /by

StrategyDriven Managing Your Business Article |Small Business Management|Small Business Inventory Management 101It is important to evaluate your small business on a pretty regular basis, to ensure that you are on track to business success and keeping things within your budget. And one of the most integral parts of your small business will be your inventory management. If this isn’t done well, then it can impact the whole of the business. So think about how your small business’s inventory management has panned out? Do you have the right products that are available when you need them? When things are out of stock, have you been losing a lot of money? Likewise, have you lost money because of excess stock?

With all of this in mind, here are some things to think about and what to look for when it comes to making the whole thing easier. So here are some of the best practices that can help you to keep track of your stock. Some good inventory management software should:

  • Help to reduce costs, improve your cash flow, and do what it can to boost the bottom line
  • You can track your inventory in real time
  • You should be able to help you to forecast demand of stock
  • You can prevent product and even production shortages, which can help to save money
  • You can prevent having excess stock and having too many raw materials in stock
  • The software should be accessible right from your POS (point of sale) system
  • You could optimise warehouse organisation, as well as employee time which can be so precious and does impact costs

Storage and Inventory Management

One of the things that you need to plan and think about is how you are storing all of your inventory. You need to think about the practical level of storage, and what will be put where. For example, the popular items are going to be better if they are more accessible, and the special items that need to be kept from damage, should be in a place that isn’t a high-traffic area. You could also think about looking into steel building kits if you need extra space, or are going to be working from home and need some extra inventory stored close to where you are.

Audit Your Stock

Even with a good inventory management software, then from time to time, you will need to count your inventory to make sure that you have different stock in and what you have in matches what your records think you have in. Small businesses do use different techniques, as there could be an annual check, as well as monthly, and perhaps single item checks and spot-checking on things. And on that note, don’t forget to ensure that your company is fully compliant, which you can check and monitor by implementing this internal audit software.

Remember Your ABCs

There are many businesses that find it helpful to have some tighter inventory management, particularly over any higher-value items. This can be done by grouping items into either A, B and C. Items classified as A are your big ticket items that make up the smallest percentage of your inventory, but they have the largest consumption value. The items grouped into C, are the things that are the least expensive, but they make up a larger percentage of inventory, and as a result, have the lowest consumption value each year. Any items in the B category are the items that are in-between.

How to Start a Diesel Truck Repair Shop

/in /by

StrategyDriven Starting Your Business Article |Diesel Truck Repair|How to Start a Diesel Truck Repair ShopThe field of diesel repair is hopping. The United States Bureau of Labor and Statistics estimates the field will grow 9 percent from 2016 to 2026.

This growth only makes sense as businesses continue to grow and need diesel trucks to transport their goods from place to place in our country. Trucks matter so much that writer Stan Mack predicts if the trucking industry stopped for some reason or another, so would the United States economy.

Behind the industry of big rigs and eighteen-wheelers reside the skilled grease monkeys that make them move. Diesel mechanics keep trucks on the road and keep goods moving from place to place.

Keep reading to learn how to start your own diesel truck repair shop.

Truck Repair Shop Or Service Truck?

As you consider the move from diesel technician to diesel truck repair owner, you begin with one decision: truck or shop.

Diesel repair trucks have the mobility that a shop may not, and yet they are still a legitimate truck repair shop business, without the foundation. They’re just a shop on wheels.

A repair truck will serve customers remotely, giving them the luxury of you going to them. Because you do not have a shop, per se, you do not have to invest yet in certain tools, like a hoist.

You also have a limited scope of skills with a mobile shop, but you can offer your services to a fleet versus the average joe looking for an oil change. A service truck works well to service a fleet of trucks, especially if a customer doesn’t care that you’re in their yard.

The mobile shop works well if you want to get your name out there but don’t have the finances for a building yet.
A good mobile shop will have a place for tools, fluids, and parts along with a compressor, generator, welder, floor lights, and potentially a crane. Invest in a good truck because, after all, you’d hate to break down on your way to serve someone else’s vehicle.

If you’re looking at an actual building for your service shop, then consider location first. Look at the potential for a walk-in client with this particular location, which means you want a place with high traffic near a freeway.

What Equipment will the Building Need?

If you opt for a foundation and walls, a building, for your diesel repair shop, you’re going to need specific equipment before you hang your shingle out front. Invest in some diagnostic equipment, a brake lathe, jacks and jack stands, mechanic tools, and vehicle lifts.

Your essential tools will run you around $15,000. Expect to spend approximately $4,000 for each lift and its installation, and know that diagnostics machines and equipment can cost anywhere from $5,000 to $10,000.
This equipment does not come cheap, but you can find high-quality, used equipment if you know where to look. Keep an eye out for brand names, knowing that if you have your own equipment, you will not have to outsource specific tasks.

Keep an eye out for auctions and retiring mechanics. They will have used but quality equipment for much less money.
As you look at the building itself, look for a well-ventilated and well-lit structure. Consider having a shower installed so you and your technicians do not have to go home with the day’s work still on you.

Who Are Your Clients?

As you put together a business plan, ask yourself if you’ll be helping consumers or businesses. Businesses will require more heavy-duty service. Consumers, on the other hand, have a light-duty service.

Businesses often have a less emotional response to the service you give them as the person you’re working for is just an employee of the business and not the truck owner himself. He will be someone working with a budget and paying the bills.

Business work or heavy-duty service tends to generate more revenue, but they also require a specific skill set, so make sure you have the skills necessary to work on heavy-duty equipment.

Business vehicles tend to be more valuable because they do heavy-duty work as opposed to your basic farm diesel truck. These pieces of equipment make money for the business, so the owner values them more. Business diesel equipment also sustains more wear and tear compared to customer’s light-duty equipment.

If you’re going to opt for customers or light-duty service, think farm pickups or off-road diesel vehicles. These typically require light maintenance and do not earn as much revenue.

Will You Have Employees?

When you open your own diesel truck repair shop, you will most likely be the technician and business owner. You need to be forward-thinking, though, and consider if you will want employees in the future or if you want to be a one-man operation.

The majority of businesses are husband-wife teams, and if you’re in this boat, you must ask yourself: can your marriage sustain the stress of a business?

If you plan on having employees, vet the local tech school graduates. Consider offering an internship that may turn into something else.

What Will You Charge?

Labor Rate

Do some research regarding local shops to see what they charge. Then offer a commiserate labor rate or one slightly lower. If you have a slightly lower rate, then a client may preauthorize you to do preventative maintenance like what you can find mentioned in this article.

Parts markup

The common mark up on parts in stock at most diesel truck repair shops is 25% of total revenue. After all, carrying parts costs money, so make sure you have an appropriate mark up for the luxury of having the part in stock. Consider a graduated scale where the markup percentage goes down with more expensive parts.

Insurance

Check your federal, state, and local regulations to see what insurance you will need. The liability for a diesel truck mechanic is large. If the brakes you worked on fail, you are liable.

Do not underinsure yourself. If you have no idea how much insurance you’ll need, consult with seasoned vets that have done the work before you.

Consider the Cost, Then Take the Plunge

Once you’ve evaluated the decisions you need to open your very own truck repair shop, you can take the plunge with some knowledge. You can go to your local banker and then realtor with the full understanding of what you’re getting yourself into.

To read more interesting articles about business strategies, check out our blog.

Make A Difference in the World with Your Career

/in /by

StrategyDriven Professional Development Article |Make a Difference|Make A Difference in the World with Your CareerMost people are motivated in life by their own needs and wants. There are also those who dedicate their lives to noble causes and improve the world around them. Fortunately, there is a way to do both; ensure that you live a long and happy life while contributing to the lives of others. Generosity is extremely valuable, especially now that the human population is at its largest. It’s the perfect time to step up and discover a career that leads you to better your own life and help people around you. Here are a few examples of career paths that can help to make the world a better place.

Politics

The current political climate all over the world has become unpredictable. Divisions between people seem to be growing wider despite the fact that we live in one of the most accepting times in human history. Although politicians have a bad name, working in politics with a view to bettering the living conditions of people around the world is an honorable endeavor. Following your convictions and attempting to improve the world isn’t easy, but it is worthwhile.

Health

The world can never have enough doctors, nurses, surgeons, and researchers. Scientific advancements throughout the ages has led humanity to a point where people can live long lives with previously deadly diseases. Of course, doctors are very respected within society but there are other career options for people who want to take an alternative route. Mental health is extremely important and choosing a career that strives to help those with mental illness is hugely commendable. Take a look at the National Counselling Society for more information on how to get involved.

Entrepreneurship

It’s not uncommon for the business world to be portrayed as cutthroat and brutal, particularly through TV and movies. However, not all businesses can be lumped into this cold category. People who develop new technologies or create new inventions that serve the world are important for the healthy continuation of society. Designing to solve a problem or creating a business that brings care to people in need is a great way to make a positive difference through your work.

Education

The only reason the world has reached these heights of advancement and collective understanding is through the gradual improvement of education throughout the generations. Children are built to absorb information and being able to bestow knowledge upon them is a great way to plant the seed for a better future. Who knows what good that child might do when they grow up? Becoming a teacher makes you the jumping-off point for potential greatness.

Emergency Services

Thinking ahead and planning for a better future are excellent ideals to have for a potential career. However there are jobs that exist mainly to keep the world safe in the present. By training to become a paramedic, police officer or fire fighter you are transforming yourself into someone that can take care of other people when circumstances are dangerous. Protecting the world is just as important as improving it.

How To Master Marketing When You’re Brand New

/in /by

StrategyDriven Marketing and Sales Article |Marketing|How To Master Marketing When You’re Brand NewStarting a business can often be quite daunting. When you’re not a natural entrepreneur or you’ve not had much business experience, you can be fearful of it. But you needn’t be. There’s a lot about business that you can learn as you go along, and this definitely applies to marketing. When you start a small business, you really don’t have to be an expert of professional in order to get results. You just have to be willing to learn and grow. Because as you’re starting to absorb different ideas and tactics, you can try them all out for yourself. Most of the time, you just need to drop the fear and have fun with it instead.

Yet, even when you know you need to do this and you feel willing to step up, you won’t always know how to get started. And that’s only natural – because you’re brand new. So, you’re not expected to be a marketing master right now. But you can be soon. You just need to try out some different ideas, work with different tactics, and get creative too. And you really do need to let it be fun. So, take a look at some of these ideas and see what works for you.

Set Goals

To start with, you need to make sure that you have goals in place. We all need goals. And you need them for different parts of your business – but you definitely need them for marketing. So, ask yourself – what do you want to achieve with your business? What do you long to create? When you write this all down, you’ll find that it’s easier for you to come up with the most suitable campaigns.

Know Your Audience

But then also, you need to make sure that you know your audience incredibly well. Because you have to remember that your business isn’t about you. It’s about them. Serving them, creating something for them. And if you’re going to be able to promote what you do and market to your audience effectively, you’ll need to know your audience well. So make sure that you know exactly who you’re talking to, and what they need.

Do Some Research

From here, you then need to make sure that you’re doing research – and enough of it. You don’t have to spend weeks and weeks on this, however. The aim is to just get enough knowledge of the areas of marketing that you know nothing about. You don’t need to become an expert, as you’re going to learn a ton as you go along.

Consider Working With Professionals

Next up, you may want to think about working with different professionals to help you here. Maybe you don’t want to do it all alone, or you feel as if you could use the help of experts in your industry. Whether this is finding a specialist PR person, a team that knows franchise marketing, or a consultant in your field, take a look around. You may find that working with professionals is exactly what you need here.

Identify The Right Platforms

If you’re going it alone, or even if you’re working with a few professionals, the next thing that you need to do here is work out which platforms you’re going to be on. And this isn’t about the ones you want to be on. But rather those that you know your audience is on, and that you feel you can connect with them on. Because that’s the winning formula here. Remember, it’s about them.

Set Up Social

When you’ve made that decision, you need to set up your social profiles. And there’s a way that you can go about it. You could think about setting up the bare bones of the profiles on each platform, then creating your strategy. Or, you could look to master one platform first, find your feet with it and connect with your audience, and then move on to the next.

Aim For Engagement

But now you need to make sure that you’re using your social platforms properly. It’s not enough to just get set up or to start talking. You need to be doing more than that. You need to engage your customers on social media, and connect with them. You need to get in front of the right people and start to build relationships with them. It isn’t a numbers game. It’s a quality over quantity thing every single time.

Master Your SEO

If you’re not already concentrating on your own SEO, it’s time to do exactly that. Because it’s simple, especially with an SEO guide. Sometimes, something with a fancy title can scare you. But when you step back and learn the basics of SEO, you’ll realize that things are starting to come together. By just using the right words and aiming to get your best content out there on the web, you’ll start to appear in searches properly.

StrategyDriven Marketing and Sales Article |Marketing|How To Master Marketing When You’re Brand NewTry Something Paid

At some point, you’ll also want to try out something paid. And this can be fun. You may often find that there’s only so far you can get with your organic activity, and that at some point you’ll need to run ads. But whether you do this with paid search or paid social, it’s down to your own data.

Push Your PR

The next thing that you’ll want to be able to do here, is really push your PR. And no, you do not need a PR professional to support you here, you can absolutely do your own PR. You just need to be consistent with it, know what constitutes a good story, and start to put things out into the media. Stay on top of it, and watch buzz for your business start to grow.

Harness WOM

From here, you’re then going to want to make sure that you start to harness the power of conversation. Never underestimate the power of recommendations. If you do a good job and you know that your customers love you, they’ll be more than happy to recommend you. And there are plenty of strategies that you can go for here, but you just need to be authentic and truthful to yourself. And your customers will start to do the rest.

Work With Your Data

Above all else, you need to make sure that you’re always checking in with your data. If you know that you want to go with decisions that’ll pay off and allow you to connect more, you need to look at your own results and data, and go from there.

Be Creative

Finally, you’re then going to want to make sure that you’re being as creative as you can when it comes with your different ideas. Don’t just follow the crowd. It’s cool to come up with different campaigns and to go with new and exciting tactics to get your business out there. Try to let yourself be as creative as possible and come up with fun ideas because of it. You’ll see you get better results when you do.

To summarise, when you’re new to the world of business marketing can seem confusing. It’s also something that has the potential to make you feel vulnerable. However, it doesn’t have to. Because as you can see, there are a wealth of ideas that you can turn to in order for things to work out for you. Just handpick some of the different options and see what kind of success you can make because of it.