Is Your Brand Suffering from an Over Complicated Content Strategy?

Content preparation is one of the core aspects of modern day digital marketing. Small business brands often jump-start digital marketing plans with content. Some marketing plans suffer from lack of content. Then again, as experienced Global Resources LLC consultants point out, there are also marketing plans that suffer from too much content.

Overcomplicated content is the result of lack of vision in a marketing plan. Some managers insist on producing all manner of content and flooding the social media feeds to get the most clicks or views. But content doesn’t work that way. When the content the company produces lose focus, it ceases to be effective.

Here is a list of simple strategies to keep your company’s content marketing strategy from getting too complicated:

Have Focus Topics – Don’t produce articles on dozens of new topics. Your strategy will be most effective when the content is focused on one or two topics that interest the customers. Use content to establish your brand’s voice as an authority on a certain topic. It’s not enough to simply voice opinions on an array of topics.

Schedule Posts – Irregular posting will reduce the effectiveness of your content. It will also make your content delivery strategy a mess. Therefore, schedule posts in advance. You should consider convenience to the business, and also the time periods customers are most likely to respond to content. Use existing data you have on customers. For example, if your Twitter page gets most visits during noon every Wednesday, then schedule to post new content during that time slot to drive traffic.

Appoint an Employee Responsible for Content – A good content marketing plan is always overseen by an employee. Don’t make content production the second or third job of a sales or marketing manager. Separately appoint a content manager to oversee what’s getting published.

Decide on the Most Effective Types of Content – While it’s useful to produce various types of content, like video and blog posts, it’s more cost-efficient and effective to focus on content your customers respond to the most. If your customers prefer video tutorials, for example, produce more of those. But try to produce other content as well, but focus more effort on the preferred content.

Always keep in mind that content should embody good quality. Don’t aim to produce as much content as you can. Produce top-notch content that gets attention, shares, and likes. If you don’t know what to make of your current content marketing strategy, contact us at for some valuable insight.

How Instagram Keeps a British Nail Salon 100% Booked

Sharmadean Reid’s catchily titled WAH nail salon in London is always booked. And she has only one thing to thank for it: Instagram. Reid started her nail salon almost as a side project. Now it is one of the biggest in London with book deals and even partner shops popping up internationally. Global Resources LLC consultants examined how Instagram could make a tiny nail salon into such a major success.

We often find that small businesses use social media channels like Instagram just for the sake of it. Reid shows that savvy thinking and creativity can make a channel like Instagram a major real-life traffic generator for business. This is what Reid did that other small business can learn lessons from:

Choosing the Right Social Media Channel – Reid hit it big with Instagram largely because Instagram is the perfect social media channel for her business. Nail salon customers want to see photos of the products, not read about them. By choosing the biggest photo sharing site out there, Reid directly tapped into the heart of her target audience.

Publishing Posts with Personality – The photos WAH salon posts on their official Instagram account are not always professionally photographed. But each is packed with the unique personality the brand embodies.

Impressive Creativity – The photos are very artful and creative. It’s a strong indication that art really does pay off, so even other brands not involved in the arts sector can reap more benefits by hiring creative talent.

Showing Products in Real Life – The WAH salons nail art is not shown as marketing material, but as actual products in the customers’ hands. The salon posts pictures of finished nail art without adding any additional cause. There’s a realness to the pictures that customers can trust and be engaged with.

Getting the Customers Involved – The salon occasionally posts pictures of satisfied customers showing off their nail art. It definitely increases customer engagement.

If you want to build your brand in a similar manner, start rethinking the Instagram account in a creative way. Hire creative talent to your marketing team and think outside the box. Also, focusing strongly on the most relevant channels will also help. If you need more personalized advice, contact us at

Alternatives to Patents to Protect Small Business Products or Services

Patents are considered essential by entrepreneurs to protect business ideas, products, or services. However, taking out a patent can cost thousands of dollars, and could sometimes take years to complete all the necessary legal documentation. Your patent could be challenged during the filing process as well. While patents are the best legal tool available to protect your small business’s intellectual property, there are several alternatives a company can consider as well. Read below for the alternatives to consider:

Non-Disclosure Agreements (NDAs)—NDAs are commonly signed between employers and employees these days. An NDA is a legally binding agreement that two parties mutually agree to. By signing an NDA, the two parties agree not to share information with another third party. NDAs are often one way, where one party, like an employee, agrees not to share certain information with a third party. NDAs can have an expiration date, or not. NDAs without an expiration date offer the most protection.

Non-Compete Agreements (NCAs)—Global Resources LLC consultants often recommend NCAs to companies that are concerned about an employee or a similar individual from starting a similar business. An NCA can stop an individual from starting a business that could compete with or threaten your business. There are certain legal parameters to be met, however. If your small business is concerned about a former employee or a researcher taking your ideas to make money on their own, an NCA can prevent that.

Work-For-Hire Agreements (WFHs): A WFH is an agreement that allows businesses to hire outside parties to work on a product, but later retain all intellectual property rights to a product. If you hire a third party company or an individual to improve a product at your company, make them sign WFHs. That will prevent the third-party helpers from claiming patent or intellectual property rights to the product your company will ultimately profit from. It’s important to understand that some of the people that help need to be listed on patents when you seek one. But with a WFH, they will have no rights over your product.

You will need legal oversight and managerial assistance before considering the above alternatives to patents. If you need consultancy advice regarding protecting your company’s intellectual property, go to to find a consultant.

Business Management Titles Explained

A number of small businesses we review do not have a highly formal management structure. For some businesses, it’s common for the owner to handle many tasks relating to finances, employees, and scaling, so the formal business titles get conflated. When your small business grows and attracts more clients, it’s important to have a formal management structure to ensure productivity, efficiency, and more importantly, responsibility. Here is a list of explanations for the common management titles people encounter in businesses with explanations from a Global Resources LLC consultant:

Chief Executive Officer (CEO) – Most people already know what a CEO does. In a nutshell, the CEO is the chief strategist of the company who oversees everything. CEOs are responsible for hiring senior staff, authorizing the allocation of various resources, overseeing money matters, and essentially becoming the face of the company. The CEOs of small businesses are often the founders and owners of the companies.

Chief Operating Officer (COO) – The COO takes care of a company’s overall operations. The “operations” here will differ depending on the nature of the business. If the small business is a clothing store, for example, the COO will be the store manager. Some small businesses have CEO and the COO positions being held by the same person. But as the business expands, this would not be an ideal situation.

Chief Financial Officer (CFO) – This is the person who is responsible for all financial matters of the company, but reports to the CEO. It’s highly recommended for all small businesses to have a qualified CFO if the CEO is not experienced in financial management. A CFO is usually someone who has a degree in finances and really knows what they are doing.

Chief Marketing Officer (CMO) – This is a management title that’s popped up rather recently. Companies with large marketing strategies sometimes hire a senior manager to oversee all operations and manage the budget. Not all companies need a CMO, but it’s recommended to have a qualified marketing person overseeing the strategy.

Chief Technology Officer (CTO) – The CTO is not the IT guy. The CTO is a qualified manager who stays up to date on latest tech trends and finds ways for the company to adopt these trends. CTOs are responsible for keeping a business technologically advanced. If you run a tech-oriented small business, it’s recommended to hire a CTO.

When conducting Global Resources Reviews we often find that senior management is lacking a qualified financial manager or a CFO. Most small businesses do not have trouble handling day-to-day operations, but finances are another matter. You can contact us to find out how to properly structure your company’s senior management.

Are Print Ads Really Outdated?

The newspaper business is in turmoil and print advertisement revenue is down overall, or so you may have heard. The real situation is a slightly different. Newspapers are not exactly going out of business. Rather, the papers are struggling to turn a profit in the age of the Internet. Print ads revenue, however, has been on the decline for some time as print newspaper circulation has declined. Does this mean that small businesses should no longer bother with advertising in newspapers and magazines? Not quite, say our Global Resources LLC expert consultants.

The cardinal rule of marketing is optimally using channels that offer the best returns for the investment. A company should never judge the usefulness of any advertising channel on generic factors alone. A soda company might find that placing print ads in papers is no longer directly in demand as it once did before the rise of digital journalism. However, a local realtor might find the situation exactly the opposite. Whether print ads can benefit your small business, or not, depends on the nature of your small business.

The advertising power of print ads is measured against the power of online ads like Google Ads or Facebook Ads. Google Ads, for example, has the power to deliver your marketing message to millions around the world. That’s only the potential. Whether your marketing message actually reaches the intended audience is another matter. If your small business markets to an international audience, a channel like Google can be extremely lucrative if the right parameters for distribution are chosen. On the other hand, if the target audience for your small business is domestic, then Google may not deliver good results as you might think.

For example, a small town rental business can easily reach the target audience by advertising in local papers. If the rental business wants to reach outsiders, like tourists, then a channel like Google can be used. It’s best to utilize both channels to enjoy the best return on investment.

It’s also important to understand the audience for the newspaper or the magazine. Who reads the print medium? Most local folk would read the local newspaper. Niche audiences will read special print mediums like magazines. Print ads can still be quite powerful if your target audience overlaps with that of the print media. Print ads also work best with certain age groups, like the elderly, that are not quite tech savvy as the younger generations.

Therefore, don’t be too quick to dismiss print ads. If you want to find out if your business can benefit from print ads, ask us at

Where Does Small Business Marketing Content Stand in the Age of Fake News?

The news has been rife lately with stories about “fake” news. Social media sites have definitely gotten on the defensive against “fake news.” So what exactly is it? Fake news doesn’t have an agreed upon definition, but the term largely refers to any online content that deliberately contains inaccuracies or factual errors intended to mislead the reader or the viewer.

Fake news has been a particular menace for social media sites. Facebook and Twitter, especially, have taken rather significant measures to battle fake news. Facebook and Google both are on the warpath to make sure web users have access only to accurate information that would not lead them astray.

How Fake News Is Changing the Face of Content

Facebook announced a while back that the social network would ban “clickbait” headlines that present highly misleading information to get a user to click. Likewise, the company upgraded its algorithm once more this year to weed out content that ensnares users with, well, lies. Google has taken a similar approach as well and has been for some time. The search engine actively blacklists sites that may contain suspicious links that could be considered spam. The Google algorithm is now sophisticated enough to distinguish between well-written content and just plain bad content.

The purpose of all these efforts is to improve user experience and give users access to authentic content. This definitely impacts how marketing content is distributed across the web.

What It Means for Digital Marketing

Global Resources LLC consultants warn that digital marketers should be aware of the changes coming to online content. Unlike before, social media sites and search engines are looking for content that is produced according to higher quality standards. This means that content should be free of errors, well written, and looks and sounds natural.

Digital content producers should, therefore, focus efforts on creating quality content, not more content. Considering how big internet brands are taking a stand against fake news, marketers should focus extra attention on the accuracy of the content produced as well. Be mindful of sources, and make sure not to repeat anything that could hurt your brand online.

The Next Steps Forward for Digital Marketers

Digital content producers should focus efforts on creating varied and long-lasting content. Invest more in few, top notch pieces of content instead of going for loads of cheap ones. Consider producing videos as well as articles. Above all, make sure content is never misleading or poorly written.

A company review could show whether your small business marketing strategy can live up to new unofficial content standards. Visit for more information on how we can help you improve your business.

How Small Businesses Can Take Advantage of Facebook’s Latest Feature

Facebook will soon make a new feature available for all its users across all devices. This newest feature of the world’s largest social network will let users find free Wi-Fi spots nearby using the social network. It’s a business savvy move from Facebook. Users are connecting to the social network mainly using mobile devices in both developing and developed markets. And mobile users are always in search of good Wi-Fi connections.

While this feature seems rather innocuous on Facebook’s part, it may soon have a major impact on small businesses, especially ones with brick and mortar stores, Global Resources LLC consultants say. When consumers can look up Wi-Fi spots on Facebook, they will always be on the move looking for the best connections. No one is going to stay at a place with a bad connection. For Facebook, this means users can use the network more and for longer. For users, this means they can easily find the best Wi-Fi connections.

For small businesses, this means providing good Wi-Fi connections and web services should be a priority. There will most likely be advertising implications too. The company could show certain ads only on Wi-Fi connected devices. Also, better connections mean small business owners should be mindful of speed and performance of a website. Google already filters search results based on page load speed. Facebook, likewise, might do something similar in the future.

Consultants with, therefore, advise small business owners to do the following to benefit from the upcoming changes:

Upgrade the Business Wi-Fi Package: If your company connection is available to guests or customers, it may be time to upgrade it. The speedier the connection is, the more customers your business will attract with the new Facebook tool.

Get Site Speed Up: Use tools like Google PageSpeed to monitor the speeds of sites in all your company’s domains. The speeds should be able to compete with the sites on top of the search results. A site should get a Google speed rank of at least 70 to keep users engaged.

Use a Caching Plugin: Caching plugins speed up websites. You can buy one or download a free one for your sites.

Avoid Large Multimedia Files: Do no upload huge video or image files that take forever to load. Use compressed and minimized file formats.

It’s very important for small businesses to keep up with new changes in the social media and internet sphere. Use the above recommendations to stay on top of upcoming Facebook changes.

Tips for Boosting Slumping Organic Search Traffic

Organic traffic comes from organic, or non-boosted, searches. Organic traffic forms a very important part of any digital marketing campaign. Organic traffic should ideally be on the rise. However, it’s normal to experience flat or steady growth as well. However, if your organic traffic numbers are slumping, or have been down for some time, then that’s cause for worry. Here are several tips from Global Resources LLC marketing consultants on how to boost organic traffic numbers:

See Where the Traffic Drops – It’s possible that your whole site is experiencing a sudden drop in organic traffic. It could also be that only certain landing pages are experiencing this issue. Run a quick analysis and find out which parts of your site are most affected. The solution will depend on the problem. For example, using a bad keyword on a part of your site could be hurting traffic. Or, it’s possible that a product featured on a landing page is no longer interesting to customers.

Check for Google Manual Penalty – A Google manual penalty will instantly hurt your traffic. Google could penalize your site for various violations of its SEO code, such as using plagiarized content, having spammy links on your site, or employing “black hat” SEO tactics. If your organic traffic slump is particularly troubling, you should definitely check whether your site has been penalized. Once you correct the issue that caused the penalty, then your traffic numbers should improve again.

Improve Link Profile – Bad or outdated links could cause a slump in organic traffic. You should check your site’s link profile and go through each link. Get rid of outdated links. You can update old links with new, more relevant ones. You can use a tool like Moz Open Site Explorer to check your link profile more efficiently.

Update Keywords—More often than not, keywords are the reason organic traffic rises or slumps. Make sure your web pages are using highly relevant keywords suitable for the season. For example, in the summer, use summer-related keywords to boost organic traffic, in addition to the main keywords you are using.

Typically, performing the improvements mentioned above should increase organic traffic volumes. However, if the numbers continue to be low, then that should raise some alarm. You can contact us at and we’ll recommend an SEO expert to conduct a comprehensive review of marketing practices to see why traffic numbers might be slumping.

Tips for Establishing a Pleasant Company Culture

Company culture plays a major role in determining how productive and effective a business’s workforce is. Maintaining a good company culture is crucial to the sustainability of the business. You won’t be able to retain the best talent with a toxic work environment. Uber, which has been in the news lately, poses as a huge cautionary tale in this regard.

Uber had a great business model and the profits were pouring in, at least until the company got in serious legal trouble. Uber has recently let go of its CEO and taken steps to improve in-hours work culture. Global Resources LLC warn that companies must maintain a good work culture from day one. Most businesses won’t survive what Uber has gone through. So, to make sure your business is not going to be ruined because of a bad company culture, here are several tips to follow:

Invest in the Human Resources Department: The HR department exists for a reason. One of the main reasons Uber stumbled is because the company had a very weak HR department. There must be a clear and precise set of policies and steps in place for employees to lodge complaints. Importantly, there should be a trustworthy policy in place for employees to lodge complaints of harassment. A strong HR department means an empowered workforce. Your business will be able to sort out conflicts and disputes early on before they snowball into bigger problems with a proper HR department.

Do Not Make Exceptions for Bad Behavior: It’s common for companies, like parents, to favor some employees over others. But this favoritism should never be on blatant display. If the company has a star employee, never let this employee get away with bad behavior in plain sight. The rules should be equal for everyone. It sends a terrible message to other employees and creates distrust and resentment when bad behavior has exceptions inside the company.

Do Listen to Employees: If the employees complain about various conditions at the workplace, it’s the duty of the employer to listen. Even if some of these complaints might seem trivial at first, these issues could get worse over time if left unaddressed. If several complaints are coming in regarding a similar issue, then the bosses must pay attention.

Overall, stick to the company policy and maintain a good ethical policy at work. Do not be lenient towards bad behavior. Never let higher ups behave badly in front of other employees either. If you want more suggestions to improve the company culture at your business, send us a message at

Lucrative Digital Marketing Channels Most Small Businesses Ignore

Most small businesses have a tendency to limit digital marketing efforts to few well-known channels like Facebook or Google Ads. These channels refer to conventional digital marketing. If you post a banner ad on Google, then your ad will be competing with a number of other similar ads to get the attention of customers. On Facebook, there’s a very unbalanced ad-to-post ratio that advertisers constantly have to worry about.

In this environment, it’s worthwhile to sit back and consider other ways to drive web traffic. There are digital marketing channels with great potential that small businesses rarely think about engaging with. Depending on your target audience, these channels could generate more leads than conventional channels. Here is a list of some of these channels, as recommended by consultants, that your small business might be able to benefit from:

Remarketing – Remarketing is currently one of the most popular ways to target potential customers on social media channels like Facebook, Instagram, and Twitter. Remarketing is aimed at people who have visited your site and shown interest. The audience of remarketing efforts do not involve existing customers or email subscribers. (If you do target these groups, you risk overwhelming them with ads and alienating them.) To do this specific type of targeting, you can install a social media tracking pixel on your site and gather data. Then use this data to target ads at customers who have shown interest, but not enough to generate a lead.

Google Voice Search Advertising – Google Voice Search is becoming more and more popular each day. Both adults (41 percent) and teens (55 percent) rely on voice search, according to research conducted by Northstar. Smart devices like Amazon Echo are also increasing the number of voice searches. Therefore, start making ads to appeal to voice searchers to increase your brand’s reach.

Invest in Micro Influencers – Social media micro influencers have less reach than megastars or celebrities. But they still have an audience that can be marketed towards. Rather than spending a lot of money on mega influencers, small businesses can benefit more by offering incentives to micro influencers to spread the word about your brand.

StumbleUpon – This is a highly underrated social media channel that small businesses can use to generate web traffic. StumbleUpon connects users to websites based on content posted (like images and videos, not conventional ads). It’s highly specific and offers a better chance at attracting interested users.

Is your company’s marketing campaign already engaged with the above, or is the strategy woefully outdated? You can benefit from Global Resources Reviews to improve your business’s existing marketing strategy.