Alyson Shane

6 Ways Your Small Business Can Save Money

May 16, 2016

How to Create Buyer Personas That Work for Your Business

May 12, 2016

Let me tell you a dirty secret: I hated building buyer personas when I was taking my business courses in university. I thought they were useless, frivolous, and something that marketing agencies could charge exorbitant fees to their customers to develop.

Then, as it so often happens in the world of Being an Adult, I started running my own business and learned that I was totally wrong.

In fact, understanding and developing buyer personas was, in fact an integral part of understanding a businesses' target audience, and how best to communicate with them.

As I so often say when it comes to advice I dole out on this blog: do as I say, not as I've done. Learn from my mistakes; understand what a buyer persona is and how it benefits your business, and use it to the best of your abilities.

Not sure what a buyer persona is, or how it can help your business? No worries, I've got you covered:

What are buyer personas & what do they do?

At it's core, a buyer persona is essentially a portrait of your ideal customer.

In terms of content marketing strategy, having a comprehensive buyer persona helps businesses (or people like me!) deliver content which is timely, informative, and that your audience actually want to see and consume.

Different people respond differently to various kinda of images, messaging, and communication, and it's important to take these perspectives into consideration while figuring out how to best serve your customers.

For example, a 20-year-old Snapchat user who is starting university and has very little disposable income will have respond to different messages, and will have different motivations, goals, and purchasing power than a 45-year-old father of two who is a CEO at his company and has lots of disposable income. Now, your business may not be trying to appeal to both of these extremes, but what this is meant to illustrate is that you need to know who your ideal buyers are, why they should care about your business, and (more importantly) how your product or service can appeal to them or make their lives easier.

How can you build buyer personas that really work?

The key to building effective buyer personas is that you have to make a bunch of them. This may feel like tedious work (my university-era self would agree) but creating a few personas can help you develop well-rounded ideas about the kinds of people you want to communicate with, and who you think are the ones who would be interested in buying what you have to offer.

You don't have to get super specific, but identifying the following areas are generally pretty useful:

Basic info

• Name. This isn't technically necessary, but I like naming my buyer personas. I find it helps with keeping track of who they are, and makes them feel a bit more "real".
• Job title. Are they CEOs? Mid-level management? Students working at Starbucks? Like I said earlier, where they are in their professional life will influence their purchasing power.
• Details about their job title or role. These flesh out their day-to-day motivations at work and help inform what they may be looking for professionally.

General demographics

• Age. Different generations and age brackets have different motivations and priorities, and it's important to identify what they are in order to figure out what they want.
• Gender. Are you marketing your products to men, women, both, or otherwise?
• Location. Where your ideal customers are can make a huge difference on how you craft your message to them.
• Salary. Lots of people are afraid to talk about money and finances, but let's be honest: how much your buyers have to spend influences whether or not they have monty to buy your products or services.
• Education. People's level of education shapes a variety of areas such as their level of employment, salary, interests, and much more.
• Family. Are they single? Married? Do they have 2.5 kids? Are they close with their extended family? Their ties to their families and those obligations will influence their purchasing power.

Values & objections

• Values. What are the things that your buyers believe to be important or valuable? Eg: buying local; investing in secondhand or slow fashion; or driving an expensive BMW.
• Objections. What are some objections that could come up during the sales process? Eg: your product is too expensive; too niche; too complicated for a layman to see any value, etc.

(do your buyers shop like Kanye or like Macklemore?)

Extras

This area can change a bit depending on what your business sells, but generally some other areas which can help build an accurate buyer profile are:

• Computer literacy. Do your buyers go mining for Bitcoins, or do they struggle to find the Any Key?
• News sources. Your customers' values will likely be different depending on whether they get their news from Fox News or Al-Jazeera.
• Hobbies. How your customers spend their free time can help you understand more about their motivations and values.
• Interviews and real-life examples. If you already have an existing customer base, take a look at your reviews and customer service experiences. How do people talk to your team, or speak about your business?

Sussing this information out

Figuring out all this information by yourself may seem like an impossible task, but it isn't! There are actually a variety of ways that you can find the information you need to build a series of effective buyer personas, which are:

• Asking your team and colleagues. As I said earlier, if your business is already customer-facing you can speak to team members who interact with your customers to build complete profiles.
• Check your website stats. This should be obvious, but if not some things to look for are: keywords people used to find your website, where your visitors came from, and the actions they took while they were on your page. If your website doesn't have Google Analytics installed, back the hell up and install it before coming back to this article. Your analytics tool is one of the best tools at your disposal for understanding customer behaviour.
• Use social media. Look for services or products similar to your own and spend some time analyzing the discussions happening on Facebook, Twitter, LinkedIn, and on blogs. People are more likely to share negative experiences than positive ones online, which can provide you with important insight into the areas where your buyers feel your industry could be doing better.

Why does this process matter?

This may seem like a lot of work (and trust me, it is!) but taking the time to investigate and research your potential customers and to create well-rounded buyer personas can go a long way towards helping you understand your businesses' strengths and weaknesses. Spending time on this process helps your business provide a better experience for your customers.

Still want a little more help creating an effective buyer persona? Check out these free buyer persona templates from HubSpot. They're what I use day-to-day, and I'm sure you'll find them to be invaluable, as well!

How do you create buyer personas for your business? Do you have anything to add to what I've outlined in this post? Tweet at me or tell me in the comments!

A Guide to Working Your Side Hustle While Keeping Your Day Job

May 4, 2016

Let's face it: there's nothing worse than feeling like you're stuck in your job.

I'll be honest with you: I was pretty unhappy at my old office job, and the biggest thing that kept me going there day after day was knowing that I could go home and work on my business.

Knowing that I could go home and pour my energy into something personal that mattered to me kept me going on a lot of days when I wanted to throw in the towel.

However, whether you're building your biz on the side, hustling your freelance gig, or working on other creative projects, it can still be tough to be able to put the effort in when you spend the bulk of your peak productivity hours at the office.

If you're serious about accomplishing your goals outside of your 9-5 then it's time to start planning, getting organized, and taking steps to make the most of your out of office hours.

Luckily, I just went through this experience, which is why I'm here to help:

Figure out how much time you have (and be honest!)

So we already know that you have -40 hours a week to work on your side project, but it's also important to factor in other important areas of your life that can't be avoided and take up your time. Some of these can include:

• Commuting to and from work
• Going to the gym/general fitness
• Preparing and eating meals
• Socializing
• Sleep

The easiest way to figure out how much time you really have is to map it out so you can get an accurate look at how much time you really have, and how much time you can realistically spend each week.

I know that a few hours here or there may not look like a lot, but don't get discouraged! Make every hour count.

Plan, plan, plan!

Your time is limited, and if you're working on a particularly large goal, or something with lots of steps to complete it can feel like an impossible task to fit it all into your after-work hours. Don't sweat it, baby, it can be done! It just takes a little planning and preparedness.

The first thing you need to do is figure out what your goals are. They can be as vague or as specific as you'd like, but the most specific you can be, the better.

Some examples are:

• Write and publish an ebook
• Redesign and launch your website
• Put together an e-course or workshop
• Hustle your side business and grow your client base

These are all top-level goals: they're the end result, but to get there will take lots of smaller, much more manageable steps. What I used to do was sit down on a weekly or bi-weekly basis and figure out what I wanted to work on that week, and focused my attention on competing those tasks.

20 Must-Watch TED Talks for Creatives & Entrepreneurs

April 13, 2016

Regardless of how much you love what you do, there are inevitably doing to be times when you're feeling down, or uninspired, or are simply suffering from a lack of motivation (I know those feels).

When I'm feeling down I like to find a fun project to work on (like doing some writing, editing photos, etc) and put on a good TED Talk to listen to while I work. I love hearing other people's thoughts and stories, and have actually been using TED Talks to get inspired since 2007, when I worked a mind-numbingly dull job as an accounting assistant in a government office. I hated my job, and listening to people with big ideas, dreams, and goals made me feel a little less crazy for being underwhelmed with my current circumstances.

These days I certainly feel a lot better about what I do day-to-day, there are still times when a little verbal pick-me-up is required to get those creative juices flowing again. With that in mind, I wanted to share some of my favourite talks to help you stay motivated:

*I also happen to have ASMR, and for those of you lucky enough to experience the same lovely sensations when listening to people speak, I've put a little asterisk next to the ones that give me the best kinds of brain-tingles.

Inspiring Talks

I'm a sucker for a good cheesy talk, and nothing snaps me out of a funk faster than listening to a few talks about dreaming big and going for it. In particular I'd recommend checking out Amanda Palmer's talk; hearing hers was pivotal for me in learning to ask other people for help and admitting that (gulp!) maybe I don't know everything.

Steve Jobs: How to Live Before You Die

Simon Sinek: How Great Leaders Inspire Action

Adam Grant: The Surprising Habits of Original Thinkers

Dan Pink: The Puzzle of Motivation

Amanda Palmer: The Art of Asking

Business & Success Talks

I've been listening to talks about business since... well, long before running my own business ever crossed my mind. In particular I'm drawn to talks that tackle issues like healthy workplaces, finding work that matters to you, and spreading your ideas successfully.

Bill Gross: The Single Biggest Reason Why Startups Succeed

Barry Schwartz: The Way We Think About Work is Broken

Scott Dinsmore: How to Find Work You Love

Seth Godin: How to Get Your Ideas to Spread

Dan Ariely: What Makes Us Feel Good About Our Work?*

Yves Morieux: As Work Gets More Complex, 6 Rules to Simplify*

Creativity & Happiness Talks

Two of the talks in this category are ones I've been listening to for several years. They're always good to come back to when I need a refresher that creativity isn't something that just disappears (though sometimes it feels that way) and that I have to actively work at being happy.

Matthieu Ricard: The Habits of Happiness*

Carol Dweck: The Power of Believing That You Can Improve

Ken Robinson: Do Schools Kill Creativity?*

Dan Gilbert: The Surprising Science of Happiness

Tim Harford: How Frustration Can Make Us More Creative

General Interesting Talks

Below are a few of my favourite talks that didn't really fit into any of the above categories, but I find myself revisiting again and again because they're just that good.

Ole Scheeren: Why Great Architecture Should Tell a Story*

Yanis Varoufakis: Capitalism Will Eat Democracy -- Unless We Speak Up

Yves Morieux: How Too Many Rules at Work Keep You From Getting Things Done*

Dan Gross: Why Gun Violence Can't Be Our New Normal

Do you have any favourite videos that you play to stay motivated and find inspiration? Tweet them at me or tell me in the comments!

Being a Small Business Owner: 5 Things You Need to Know

April 7, 2016

Today I did a "big kid" business owner task and complied all of my information to send to my accountant for tax time. It was stressful, a little bit chaotic, but ultimately felt good to be done and over with.

The reason it took me so long (and caused me more than a little anxiety) is because when I started my business a year and a half ago I didn't expect it to scale so quickly, and as a result I kind of floundered through the first few months of it without real systems in place to help me stay organized.

Now, boy do I know better.

Largely what I know has come through trial and error, but I've also had some great discussions with friends, colleagues, and mentors who have helped me figure this stuff out and get on the right track. And, since sharing is caring, I figured I'd share a list of 5 of the most important thins I've learned with you:

1. Every day is unpredictable

This is probably the biggest understatement of the century! I do my best to be as organized as possible and use checklists and planners, but sometimes a client throws a curveball my way which eats up my entire day.

As a result, I've had to learn to be a lot more flexible. Not just with my time, but with my expectations of what I planned to accomplish during that time. Clients will often send pressing need-to-handle emails moments before they actually need something, or someone will call me while I'm in the middle of writing an in-depth piece, or any variety of things. Whatever the case, be prepared for the unexpected.

2. Developing your systems early on is a lifesaver

Believe me, you'll thank yourself later. Like I mentioned at the top of this post, when I first started freelancing I didn't give much thought to how my folders were organized, where my invoices went, how I tracked my time... you get the drift.

Do as I say, not as I do. Here are some tips to develop strong systems:

• Pick a file structure and stick to it. Be consistent in your folders and sub-folders!
• Use invoice numbers to keep track of your invoices, and use a spreadsheet to track what's outstanding and what has been paid (I recently started doing this thanks to a conversation with my friend Elise and it's a lifesaver)
• Track your time. I use Toggl to keep track of everything I'm doing, and review my logs often to figure out what I'm spending the most amount of time on.
• Use the heck out of your calendar.

3. You'll think about work constantly

When you own something and you're trying to build it, it's almost always on your mind, and that's totally okay!

In fact, it's probably the thing that is going to make you successful and keep your business from going under, because if you're always thinking about it, then you're more likely to come up with new ideas, systems to streamline your processes, and ways to hustle your product or services.

I'll be honest: if you're the kind of person who wants punch the clock and then forget about everything you did Monday to Friday, then this isn't the lifestyle for you.

4. You'll always have stuff to do

This can actually feel overwhelming from time to time, because even when I've checked off all of my client "to dos" there's still a long (looooong) laundry list of things that I need to take care of to make sure my business is running smoothly. This could be anything from developing new products, to researching a new social trend, to filling up my content calendar... there's never a dull moment.

There are definitely times when this can feel overwhelming, but that's totally normal! Just take a deep breath, grab a glass of wine (or whiskey), pump some music and push though the first few items on your to-do list. Trust me, once you've checked a few off you will feel a million timed better.

5. You'll feel guilty when you "switch off"
(but do it anyway)

It's important to have rest days and days where your eyes aren't glued to your computer screen, or you don't set foot in your store (if you have a brick-and-mortar business) because - trust me on this - you will burn out, honey. Even if you can't entirely unplug, set aside a few hours of "me time" and take a bath, hit the gym, grab a greasy burger with your besties... whatever you need to do to unwind and recharge your batteries.

When I was on vacation in Central America for three weeks I definitely had bouts of "oh my god, will my business be there when I get back?!" but you know what? Being away from the day-to-day tasks helped me come up with some really terrific ideas, and when I came back I felt 100% refreshed and ready to dive headlong into things. I highly recommend vacations, even short ones, specifically for this purpose.

The truth of the matter is that there are a million other things you "need to know" about running a small business (which I'm sure I'll get around to blogging about at some point!) but what it really boils down to is that it's a crazy, intense, rollercoaster of fun, stress, and good vibes.

All my luck to you in your small biz adventure!

Want more posts like this? Tell me what you'd like me to blog about next on Twitter, via email, or in the comments!

Life Update: Burgers, Tattoos, Cars + VR

March 30, 2016

One of the downsides of being a busy business owner is that I don't often get the opportunity to share what I've been up to on a personal level. I'm working on big biz-related surprises which will hopefully help me find more blogger balance (more on that soon!) but in the meantime, here's what I've been up to in the few weeks since I've been back from my trip:

Burgers & Cars

A few weeks ago I had the opportunity to test drive a Lincoln MKX, which is classified as a "luxury crossover vehicle" and is by far the fanciest vehicle I've ever been in. As someone who's spent most of her time in Neons, Vibes, and Swifts (aka, not your mom and pop kinda van) it was a pretty great experience, especially because I don't have a car day-to-day.

With that in mind John and I decided to take the Lenore Street Squad (aka our roommate, Alex and his girlfriend Katrina) on a Manitoba-based day date to try and suss out where we could find the best rural burgers (also because while going to IKEA and cramming the trunk full of stuff is exciting for me, I'm sure you guys could care less about my amazing new lamp, but anyway).

We hit up Trails North Grill, which is a super-charming burger joint located in Warren, MB. We gorged on fried pickles, salad, and (of course) burgers. I'm glad I wasn't driving on the way back because I was officially in a food coma.

Honestly it was also really nice to just get out of the city; I don't often have the chance to get to know my province a bit better, and even though some Silent Hill-esque mist descended upon us for part of the drive, it was still a ton of fun and a great way to spend some time with some of my favourite people.

Tattoos

Tomorrow I'm going under the needle and getting my first-ever tattoo!

While this is obviously a super-exciting event for me, it's also been a very long time coming. The tattoo I've chosen (it's script, actually) is meant to represent where I've come from: from a sad, unhappy and deeply depressed person to someone who does her best to take chances, challenge myself, and who works to make healthy, happy decisions instead of getting dragged back into the mire caused by unhappy and dramatic people.

When I first met with Katie from Metamorphosis for my consultation she told me that she doesn't usually do script tattoos, and as a rule doesn't do them for first-timers like me. However, after explaining my reasoning behind it, and how deeply personal the quote is, she not only agreed to design it for me, but she also told me that it was one of the best script-based tattoo ideas she'd seen in a long time!

What am I getting? Well, you'll just have to check back here and find out once it's all healed up! (Or follow me on Instagram, where I'll likely be sharing it first).

VR

Aka virtual reality!

A few weeks ago John and I spent a few days playing around in virtual reality as part of the trailer shoot for the HTC Vive game Fantastic Contraption and had an utter blast.

(Yes I'm every bit as excited as I look!)

The goal of the game is to create "contraptions" within a virtual space and send them rolling towards a goal while avoiding obstacles, staying balanced, and not rolling right off of the edge of the floating island you're standing on. The game is insanely fun and I'm really, really looking forward to playing it again soon.

Here's a little more about the game (featuring older trailer footage):

The coolest part about the shoot was that, since it was shot on a green screen background, the VR world that the player can see inside the headset can be stitched in to replace the physical world. This allows people watching the trailer to actually see what we saw, and experience the game in the same VR world that we did.

I definitely need to give a huge shout-out to the super-talented Kert Gartner for including us. I'm so excited to see the project when it's finished (and am always available for any future VR-related projects, hehe).

How to Get Your Start as a Digital Marketer

March 25, 2016

A few weeks ago, while travelling around Central America, I received a comment on my Instagram which I wanted to take the chance to respond to here on the blog. Here's the question:

How did you get started doing social media marketing? I am interested in this but have no current knowledge of marketing.
-Brittany T.

Instagram isn't the best way to answer a questions like this in an in-depth way and I've been chomping at the bit to get home and write a longer, more detailed response because I wish someone had told me all of this stuff back when I was trying to figure out what I want to do.

Not only because it's great to hear what other people did to get to where they are in life, but also because being a digital marketer isn't really something that anyone worth their salt can just start doing successfully. That's because there's a lot of ongoing effort that goes into crafting a personal brand that people (freelance clients or future employers) will feel comfortable handing their social profiles over to.

So without further ado, here we go:

Build your personal brand

Your "personal brand" is exactly what it sounds like: it's the image of yourself that you project out into the world through your words, your actions, and your behaviour.

What's beautiful about the internet is that you can craft your personal brand to reflect whatever parts of yourself you'd like to accentuate.

This takes time. People aren't going to start recognizing your name overnight, and

The more time you spend working on and crafting your personal brand, the stronger your image will be and the sooner opportunities will start coming your way based on people's perceptions of you. Your audience will see you as a sincere, intelligent person and will be breaking down the door to work with you. I wrote more about personal branding here.

Build a badass website

I've said this before, but your website should be the centre of everything you do online; all of your social media feeds should attempt to drive traffic back to your website, and it should clearly and succinctly explain to people who you are, what you do, and what you're about.

Make your website as easy to navigate as possible. Try to aim for a slick, clean layout without a lot of clutter, and try to use bright, eye-catching photos. Personally I prefer websites with a white background and dark font, because it's easier to read and looks cleaner, but do what works for you.

Start blogging

I've been blogging since 2003, and the latest iteration of my blog (what you're reading right now) has been active since 2009. In that time I've transitioned from being a "lifestyle blogger" to someone who, largely, writes about their profession, but what matters is that I've been publishing content online for a long time.

Regardless of the topic, maintaining a blog for an extended period of time looks great professionally. Here's why:

• It's the best way for you to showcase who you really are in more than 140 characters.
• It shows that you can commit to an ongoing project (blogging).
• It demonstrates your writing skills.

Blogging has helped me establish myself as someone who understands their industry, is a strong writer, and has allowed me to expand my audience. My blog has allowed me to speak at MBlog, get published in the Winnipeg Free Press, and even to get featured on ShawTV as one of Winnipeg's Hottest Bloggers. When I was applying for jobs all of my employers checked out my blog, and it's the first place most of my clients find me nowadays.

But... what if you hate writing?

I get asked this question a lot, and to be honest I never really know how to respond to it. In my view, people who are interested in social media enough that they want to do it professionally should have a deep interest in how we communicate online and how we use persuasive language (aka rhetoric).

Because let's be serious: someone in my position spends most of their days writing in one form or another. Maybe it's website copy, maybe it's scheduling tweets, maybe it's writing a blog post or a newsletter, but either way all day every day, we're hustlin' writing.

If you don't like writing and understanding the nitty-gritty of how we communicate with each other... maybe this isn't the profession for you.

Having a social media presence

I can't stress this one enough.

If you are genuinely serious about pursuing a career as a social media manager or digital marketer, you need to jump into social media feet-first and do your best to maintain an active presence on platforms which will help you get a bit more well-known. I prefer Twitter for this purpose, personally, but if you don't have at least a Facebook profile, Twitter presence, and Instagram account, it's unlikely that prospective clients will take you seriously.

This is because how well you manage your own accounts gives people an insight into the kind of person that you are (are you nice online, for example), demonstrates that you know your way around at least a few of the major communication platforms, and shoes that you're relevant because you update them all regularly.

Oh, right: update them all regularly. This is key. Nobody is going to take someone who sells their services managing and understanding social media platforms seriously if their last tweet was from 2014.

Not just that, but social media is the easiest way to share that blog content that we talked about earlier. Cross-promoting yourself across a variety of social networks is one of the easiest ways to get noticed by a potential employer or client.

Show up to local Meetups

This expands a bit on the earlier point about building your personal brand: while connecting online is great, it's important to turn those digital connections into real, face-to-face ones, and the easiest way to do that is to show up to things.

If you're in Winnipeg, there are plenty of opportunities to connect and get known. Some of them are:

• Winnipeg Social Media & Technology Group
• BANG! Business and Networking Group
• I Love Marketing Winnipeg
• Secret Handshake (I'm usually at this one - say hi to me if you see me there!)

Not in Winnipeg? Check out Meetup.com for local social media-related gatherings near you!

Let your passions drive you

I believe that being passionate about what you do is the single most important asset in this equation.

While I make my living as a digital marketer, I actually identify as a writer. That's it. I love to write, and am obsessed by rhetoric (aka persuasive language) and the ever-evolving nature of social media, so applying what I love to do (writing) to something that interests me (communication/social media) just made sense.

If you aren't passionate about what you do, then you won't take the time to explore it and understand it, and part of being an effective digital marketer is keeping up with the ever-changing trends in your industry. Not just that, but if the idea of developing marketing plans for Instagram, or spending your days monitoring @ mentions on Twitter doesn't make your heart go pitter-pat, then you may want to rethink your career choice.

A lot of this comes down to perspective, too: like I said, I identify as a writer above all else, and managing social media profiles, developing copy for marketing strategies, and keeping up-to-date on how to effectively communicate on each platform (to hashtag, or not to hashtag? That is the question!) is just another way to sharpen my writer's chops.

So, figure out what you love the most about social media and make that your focus.

Hopefully that helps, Brittany! Good luck to you on your career journey!

Do you have any questions for me about being a business owner, digital marketing, social media, or anything I mentioned in this post? Ask me in the comments or drop me a line - I'm always happy to hear from you!

How to Build a Killer Digital Marketing Strategy

March 17, 2016

We live in tumultuous digital times, my friends. New social networks seem to be appearing every day, and if you're trying to promote your business online, it's easy to feel like there are too many options to choose from.

Most clients I talk to when we first meet have an ad-hoc strategy when it comes to promoting themselves online; they know of a few social networks and have accounts set up, but in many cases their messaging is muddled, unclear, and in many instances they are trying to reach an audience who simply aren't there.

That's why developing a digital marketing strategy is so important. Having a strategy which has taken into consideration both your brand's needs and those of your audience and customers can make or break your marketing efforts, so today let's go over some steps to build a badass digital marketing strategy to help you stand out online:

Determine your goals

The first thing I ask a prospective client is: what do you want your digital marketing strategy to accomplish? Many people have never thought about this before, and if you haven't until just now, that's okay! But now is the time to start thinking about what all the time and effort is going to do for you.

When I was in university, I took a few business courses where I learned about two crucial acronyms for planning that I still use every day: SWOT and SMART.

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and is helpful when planning a project or new business venture so you can assess (you guessed it) your strengths and shortcomings before moving forward.

SMART stands for Specific, Measurable, Attainable, Realistic, and Timely. When planning out your goals for your digital marketing strategy, make sure that they all meet this set of criteria. What do you want to accomplish and how will you measure it? What are realistic and attainable goals to aim for?

Understanding your SWOT and SMART goals will help direct your time and energy, so you don't waste time floundering around, trying this or that, instead of having a focused and easy-to-understand set of goals.

Ask "Why me?"

What I mean by this is: ask yourself why your business exists.

What does your organization (or your small business) do that makes you worth working with? Are you a Twitter whiz? Do you write fantastic, eye-catching copy? Are your presentation and PowerPoint (or Keynote) skills second-to-none? How do your skills and your personality set your business apart from your competition?

This may take some digging and soul-searching, and that's okay! Many of us (myself included) have had to take a hard, critical look at our business and suss out what makes us unique, and how we can convey that to our audience and potential customers.

Tell your story

Crafting a narrative about your brand is one of the most important things you can do online. Your story -what makes you unique, different, and perfectly posed to solve your customer's problems - is what sets you apart from your competition.

Humans are natural storytellers, and people will be attracted to and remember a brand whose story made them feel something. Positive feelings also lead to feelings of trust, comfort, and help shape your brand's identity not just as a company, but as somewhere where real, dedicated people work and put their energy into.

(Want more info on brand storytelling? Check out my post Marketing Your Brand Through Storytelling)

Build your buyer personas

A buyer persona is exactly what it sounds like: a fake profile of the kinds of people you want to attract and engage with online.

A complete persona should have details about the person's background (I like to name my buyers, too), what they do for a living, what their values and beliefs are, what they like and don't like, and what motivates their decision-making process.

Developing buyer personas is one of the most important steps you can take as part of your digital marketing strategy because it gives you a deeper insight into what your ideal customers are looking for online. This information will inform the kind of things you say, what you share, and the people you connect with online.

Identify where your audience will be

This is critical to implementing a successful digital strategy because if you don't take the time to figure out where your target audience is hanging out online, then you'll never be able to reach them and show them how awesome you are.

That's why doing a buyer persona is so important: it doesn't just inform what to say and how to say it, but also where you should be saying it for maximum impact. For example, if your target audience are Etsy obsessed DIYers who love Pinterest, spending all your time marketing on LinkedIn, which is a business networking site, isn't going to help you find your audience anytime soon.

Take time to think about where your ideal customers will be spending their time thinking about the things that interest them online, and how you can make yourself stand out so they notice you.

Track your success & pivot when necessary

Social networks change over time, so it's important to keep an eye on how successful your digital strategy is, and to fine-tune as you go along. Paying attention to the statistics of each social media account (and your website, if you're blogging, too) can go a long way towards informing what kind of content is resonating your audience, and which turned out to be rather lackluster.

What's wonderful about digital marketing is that unless you really screw up, your audience will usually forgive and forget about a post that didn't catch their eye, or a tweet that didn't go as viral as you hoped. This means you can experiment with different kinds of images, polls, contests, and more! Just track how successful each one was and try to duplicate the ones that did well.

Ask for help (if you need it)

Developing a robust digital strategy can be challenging and time-consuming, and even when brands and businesses have buyer personas they often can't (or don't want to) spend the time reaching out to them and connecting.

That's totally okay! You are not a machine designed for selling and promoting, and if you feel overwhelmed at the thought of having to run your business and develop and implement a digital marketing strategy, that's normal.

Many people choose to work with business consultants, who can help you determine the right direction for your company and develop a killer digital strategy to go along with it (I recommend Kyla Roma if you're in the market for someone; she's fabulous). There are also people like me who offer content management services to help keep you on track (shameless plug, haha).

There's no shame in asking for help, so if you're feeling baffled or overwhelmed make a point to reach out to someone and get the ball rolling on developing and implementing your shiny, new digital marketing strategy!

Do you have any questions about digital marketing? Do you want to know more about how to implement a killer online strategy? I'd love to know!

4 Easy Ways to Reduce Your Blog Bounce Rate

March 7, 2016

Whether you blog for yourself, your business, or your employer, minimizing your blog's bounce rate should be a top priority. Readers who click on your site are much more likely to come back than the ones who don't, so managing your bounce rate can go a long way towards building your audience.

If you haven't heard this term before, your blog's bounce rate is the percentage of visitors who arrive on your site, stay on one page, and then leave without clicking around.

This might not seem like a big deal - after all, if they clicked on a link you shared to get to your site, then didn't you accomplish your goal? Well... sort of.

Why is your bounce rate important?

If you run a blog simply for the sake of writing about your life or your interests, then maybe your bounce rate isn't that important to you.

But if you're anything like the millions of bloggers, artists & creatives, and businesses who feature a blog as a single section of a website designed to sell a product or service, then making sure that your site aims to encourage users to explore your site should be a top priority. You don't want them to visit your blog without looking at everything else that you have to offer, do you?

What is a "good" bounce rate?

According to this article, most websites will see bounce rates fall somewhere between 26% and 70%, so as long as you fall within that range, depending on what you do and the purpose of your website, you should be okay.

The same article cautions that a bounce rate below 20% or over 90% is usually a bad sign. The former hints at a problem with the analytics setup, the latter with the website. If you've never taken a look at your bounce rate before, you can find it in Google Analytics (which you should have installed!)

How can you reduce your bounce rate?

I'm glad you asked! It's not as difficult as it may seem, and with a few tweaks and adjustments, your blog will soon be converting like crazy.

Below are four easy ways to spruce up your blog, make it visiting better experience for your audience, and to reduce that bounce rate:

1. Improve your site's speed

Sites that load slowly are my biggest pet peeve! There's nothing worse than waiting for a website to load, or (even worse) try to navigate one which keeps refreshing because the image files take longer to load than the text (I'm looking at you, every single Huffington Post article).

If you're like me the most likely culprit is huge image files or lots of videos; I just did a speed check and managed to get my speed up by 60% by resizing just three photos. Oops. Now my website loads faster than 79% of all tested websites on pingdom.com.

Want to see how quickly your site loads? Punch your URL in here and take a look!

2. Use a clean, easy-to-navigate design

Remember when the internet looked like this?

My eyes.

Unfortunately, many websites still look a lot like this, with people trying to cram too much information onto a page at once, providing a visually unappealing and difficult to navigate and read experience for a first-time visitor.

Your website should be designed to move your readers on a journey through your site (generally called a "sales tunnel" but the same idea applies whether you're selling something or not), from the first post they read to other important areas, such as your newsletter signup page, contact form, or online store. If you're struggling to cut back on the content on your page, make a list of the most important parts of your site (e.g., your blog, your About page, your services page, etc.) and try to remove links that don't lead visitors to those areas.

Also, this should also go without saying, but you should also make sure that your site is mobile responsive (aka that it resizes to fit the width of the screen on a mobile phone). Trying to read and navigate a website which hasn't been optimized on mobile screens is a nightmare, and is one of the easiest ways to make sure that first-time visitors to your blog never come back.

3. Keep your content relevant to visitor's needs

What do you blog about? Take a look at the posts you've written recently, and then take a look at your Google Analytics. Are the search terms that are leading people to your website the same ones that you're writing about? If not, then it's time to start honing your content strategy, and then to start paying attention to how you use your headings and subheadings.

Not only does using proper headings and subheadings make your posts easy to read and understand, but it also helps boost your search engine rankings. This is because sites like Google pull information about your page based on what's in your H1, H2, H3, etc., and will help make sure that the people arriving at your site are coming there for the information that you're providing.

4. Link to related posts

One of the easiest ways to reduce your bounce rate is to offer your readers with more to do on your site once they've finished reading. Most bloggers (myself included) just add a footer to the bottom of our posts which recommend posts in the same or similar categories. Adding this at the end of a post is an easy way to entice your new visitor to explore more of what you have to say.

In addition to the footer trick, I also organize my posts into categories so my readers can quickly browse all of the posts I've written on a single topic.They can also browse posts by category and by month and year, and see a list of the most recent posts I've published on the right-hand sidebar.

Try experimenting with your layout and see how you can entice your visitors into exploring of your blog content!

That's it!

By making these changes we've not only managed to increase your blog's look, feel, and navigation, but we've also made sure that your visitors who care about your content can find you, and that your site's slow response time doesn't drive them away before they get through the first paragraph of your latest post.

Have you had issues with high bounce rates? If so, how did you solve them? I'd love to know!

In My Community: Speaking to Red River College's Creative Communication Students

February 25, 2016

Earlier today I had the pleasure of speaking to students in their first year of the Red River College's Creative Communications program (aka #CreComm) about the state of social media, blogging, and the future of digital communication with my longtime internet pal Liz Hover.

(Really digging my Neil DeGrase Tyson hands in the bottom left, by the way)

This is actually my fifth year returning to speak to students in the program (my first time was in 2011 - how time flies!) and every year it gets better; not just because I get to see new faces and have brand new discussions, but because as my life has changed I've become better suited to be able to speak on these topics, going from a university student, to a university graduate, to being employed full-time and finally to running a business where I literally blog and do social media all day.

As usual, we didn't have enough time to cover everything that I wanted to speak about, so I wanted to cover a few topics that didn't really wrap up during my time with the students today.

Merging My Personal Brand & Business

I started off as a lifestyle blogger in 2003, back on LiveJournal, and spent a number of years blogging rather aimlessly and not with a lot of purpose. I blogged frequently, sure, but it was usually just about what I'd done on the weekend, or a video I liked, or whatever.

What I had at the time was a strong personal brand, but as I started to think more critically about my craft I wanted to write about my weekends less and less, and about social media, content marketing, and being a business owner more and more.

Blogging for my business gives my blog a sense of purpose, and has provided me with a theme to tie together a lot of topics and ideas which would have seemed weird to write about as a lifestyle blogger.

During our talk Liz turned to me and said "I like your blog now; you seem a lot more happy and positive" and that's because I am. My lifestyle blog chronicled a time in my life where I was largely unhappy and trying to figure myself out, and as I've grown, learned, and gained happiness and confidence as a result of running my business it's translated into what I write here on my blog.

It's totally okay (and normal, and expected) that your blog will change and grow as you do over time - that's okay! We're in a constant state of self-discovery, and our blogs and websites should be a reflection of that.

On Having Anxiety & Being Open About It

One of the things that we touched on in the class, and which several students asked me about afterward, was how I dealt with being an anxious person, and what led me to decide to share some of my personal struggles with my audience when some of them could be potential clients.

I first wrote publicly about my issues with anxiety for Bell Lets Talk Day in 2015. The post is called Living With the Mean Reds and it was one of the most popular posts I've ever written. Since then I've blogged about my progress, which apps I've used to help manage it, and even written about my falling-out with my family, and creating a family of choice to move forward in positive and constructive ways.

None of it is easy to write about, and one of my other family members cautioned me that writing about this side of my life may actually alienate potential employers or clients. My response to that is: if having anxiety or issues with my family stops someone from wanting to work with me, then we wouldn't have been a great fit anyway.

I'm going to do what I want and the kinds of people who respect and appreciate what I have to say will find me and want to work with me. It's worked out great so far.

Besides that, as our digital world becomes less and less private, the onus is on us as individuals to take the time to craft the narratives we want about ourselves online. Sure, you can't control what other people say (remember The Dirty? Omg) but going out of your way to craft your own narrative is an important part of creating your personal brand because even though we like to paint pretty pictures of ourselves online we all know deep down that there are hard times and dark days, and part of being an authentic and relatable human being is being honest with yourself and your audience about your struggles, even if that's challenging sometimes.

What If Blogging Isn't Your Thing?

Creative Communications students have to blog as part of their curriculum, and during our talk we touched on the fact that - let's face it - blogging may not be for everybody. Which I agree with; writing isn't easy for some people.

However, I do think that it's important that young people who are entering job markets which require them to be creative (eg: digital marketing, advertising, public relations, etc) should make a point to find a way to express themselves creatively online in a way that they can point to in an interview and say "this is mine."

Blogs also don't have to last forever. My good friend Luke is running year24.com a blog about (you guessed it) his 24th year. This project is on the easy side because he set the parameters himself, and there's a concrete start and end date. What matters is that he made a decision to do something creative and challenging, and was successful in doing so.

But maybe you really hate blogging for yourself, and the idea of holding a camera not attached to your iPhone scares the living daylights out of you. What can you do?

There are a variety of things: start a killer Instagram account about your pet like Liz did; reach out to publications online and start writing for them (one of the very first places I was published online was The Spill Magazine, for example); start interviewing local business owners that you admire and compile them on a website; create and grow a killer Pinterest community; you get the drift.

What matters is that you demonstrate that you're constantly learning, looking for new challenges and opportunities, and can present what you know in a fun and accessible way. The sky is really the limit!

Want More?

Do you have questions about blogging, social media, or how the heck I got to where I am?

Are you a teacher interested in having me visit your class to speak about blogging, social media and digital marketing to your students?

Drop me a line! I'm always happy to have a quick email exchange, a lunchtime chat, or even an after-hours pint at the Yellow Dog. Looking forward to hearing from you!

*As always, thanks to Kenton Larson at Red River College for having me!