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What is Brand Positioning? Put simply, brand positioning is the process of positioning your brand in the mind of your customers. Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand positioning statement. Popularized in Reis and Trout’s bestselling Positioning: The Battle for Your Mind, the idea is to identify and attempt to “own” a marketing niche for a brand, product, or service using various strategies including pricing, promotions, distribution, packaging, and competition. The goal is to create a unique impression in the customer’s mind so that the customer associates something specific and desirable with your brand that is distinct from rest of the marketplace.

When building a company from scratch, two questions will pop up pretty soon into the process: how hard you should work on the idea, and when you should do that work. There’s a dawning realisation in the startup sphere that burnout is a real threat for entrepreneurs, and employees are incredibly eager to join businesses with a nimble approach to working hours, especially if this means dodging a five-day work week in favour of other arrangements. When Australia’s ’50 best places to work’ were revealed last week, a majority of the businesses featured on this list cited a focus on flexibility and time management, with half of the companies that made the cut employing a “compressed work week”. But despite the enthusiasm, entrepreneurs know progress will be hard to come by if you only work for a fraction of available business hours. So how can you trim your company’s schedule to fit the work you actually have to complete, without compromising on your health?

Why Do I Need Metrics and Analytics?

B2B marketers are being held to new levels of accountability in this data-driven and buyer-empowered era. Businesses have accepted the fact that their buyers are largely in control along the path to purchase — and that these buyers are holding sales reps at arm’s length until late in the process. Hand in hand with this reality, B2B businesses recognize that the marketing team now interacts with and influences prospects far more than in the past. As they increasingly rely on marketing to attract and drive prospective buyers through the funnel, companies expect marketers to prove the value of their spend from brand awareness to impact on revenues. With metrics and analytics, they can do just that. By substantiating that their marketing efforts pay off — ultimately by contributing to revenues — B2B marketers can confidently report the ROI of their programs and request larger budgets. Doing so requires a clear understanding of metrics and analytics.

The startup world is a funny place without trying to be. Like other industries, we’ve created our own subculture and language to communicate with like-minded people. What sets us apart from other industries is the breadth of this made-up language and the pure absurdity of its usage. I imagine it can be difficult for Normals (that’s what we call non-startup/techie people) to understand what we are talking about. That’s right, we’ve even come up with a word to describe people that aren’t like us. They are the Normals and we are the non-Normals…wait a second. I wanted to help all the Normals out there understand us better, so I put together a list of things you might hear a startup person say. For each one-liner, I provide how a Normal might interpret the sentence. Imagine if your Mom overheard you at a family get together talking about your startup. Mother’s can be sneaky like that. I encourage all the non-Normals to read each sentence without any startup baggage— as if you were hearing the collection of words for the first time. Harken back to the days when you were….Normal. Don’t we sound ridiculous?

6 Ways to grow your Database this Season

Email has long been the go-to channel for savvy marketers, no matter the time of year. And the proof’s in the brandy-doused, custard-covered pudding: respondents in Digital Doughnut’s global 2017 Email Benchmarking Study, commissioned by dotmailer, reported an ROI of £39/$39 for every £1/$1 spent. So, not only is it unbelievably cost effective, email also delivers the goods – just like our favorite dressed-in-red gift bearer.

“Cyber Security for Small Business is imperative if you want to survive and grow your business in today’s digital world. For Australia’s 2.3million Small Businesses that employs 5 million people and pumps around A$380 Billion into our economy Cyber Crime represents a clear ‘sovereign risk’ to the entire small business sector. Since mid-2016, COSBOA has been working with the Government and Senior Cyber Security experts to produce an affordable tailor made solution for small business to minimise their risk.