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Choosing a Background Check Service: A Buying Guide for Businesses

Posted: 12 Aug 2019 02:32 PM PDT

Hiring a new employee is a big decision that can cost your business a lot of money if it's not done correctly. To ensure you hire the best candidate possible, it is often a good idea to run a background check before making a final decision.

Background check companies verify critical information like identity, criminal activity, employment and education history, professional licenses, and motor vehicle records. There are numerous background check companies available to businesses of all sizes, and each one offers unique services and capabilities.

In this guide, we cover everything you need to know about employee background check services and how to choose one. If you already know what you're looking for, visit our best picks page to see which companies we recommend for your business.

What Do Background Checks Include?

Pre-employment background checks can provide employers with critical details about a person's past that may impact whether the candidate is a good fit for the job they are applying for.

Pre-employment background check companies offer a wide selection of screening solutions. They use a variety of search techniques, like online databases and in-person courthouse visits, to verify important details of someone's background within a few days. You can find online websites that offer instant results, but be wary; some of these cannot legally be used for pre-employment purposes.

You must use an agency that complies with the Fair Credit Reporting Act (FCRA). The FCRA governs how background checks must be conducted, which includes obtaining the candidate's consent to conduct the background check and allowing the candidate to review the results. Using online background check websites that don't abide by the FCRA leaves your business vulnerable to lawsuits and fines.

The most common background check screenings available include:

  • Social Security number traces and address validations
  • Misdemeanor and felony criminal records searches at the county, state, and national levels
  • Sex offender registry searches
  • Civil records checks

The most common supplemental screenings available include:

  • Employment verification
  • Education verification
  • Professional license verification
  • Motor vehicle records
  • Employment credit reports
  • Reference checks
  • Military records verifications
  • Workers' compensation history searches
  • Health care sanction checks
  • Drug screening

Most companies use a cloud-based system where employers can request background checks and review the completed reports online. Agencies typically charge per report and take between one and five days to complete the search process. You can choose between an agency that offers pre-set plans, one that offers a la carte options, or one that offers both.

Editor's NoteLooking for information on background check services? Use the questionnaire below and our vendor partners will contact you to provide you with the information you need:

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Credit: Anita Rahman

 

How Much Do Employment Background Checks Cost?

There is no industry-standard fee for conducting an employment background check ‒ the price depends on which searches you need performed. Most background check agencies charge per report.

Some companies offer bundled plans (multiple screenings and checks you can conduct under one plan), and others offer them on an a la carte basis. Of the providers that offer preset background screening plans, typically, they offer a few tiered packages.

Actual costs and checks conducted for each plan will vary based on the provider you choose, but below is an average of what you can expect in terms of the typical services included in your typical basic, mid-tier, and premium-tier plan and the average cost of these plans.

Basic screening package (Inexpensive plan to confirm a person's identity and criminal history)

  • Cost: $15 to $30 per report
  • Screens: Basic criminal and identity verification, including Social Security number trace; national criminal databases searches; and sex offender registry searches

Standard screening (Affordable, mid-level plan; ideal for small businesses)

  • Cost: $30 to $60 per report
  • Screens: Everything offered in the basic plans, plus a domestic watch list search and a county criminal court search that searches through seven years of records

Premium screening (Expensive, comprehensive plan for advanced screening)

  • Cost: $60 to $80 per report
  • Screens: Everything offered in the standard plans, plus education and employment verifications

In addition to the fee you'll pay for a report, be prepared to shell out capital on additional fees.

Some agencies charge a one-time setup fee, ranging from $25 to $50, to cover the cost of the account verification process.

You may also be charged third-party fees for specific checks, like education or employment verification, court fees and drug screenings. These fees vary by state and provider.

In our research, most background check agencies list pricing on their websites, but some did not, and that, in many cases, is because the provider offers screenings that you can mix and match. In these cases, you'll need to contact a representative for a price quote.

If your company conducts background checks as part of its hiring process and you order multiple reports each year, you might be able to get a bulk discount ‒ it's worth asking the service(s) you're considering if you qualify.

What to Look for in a Background Check Service

With so many background check services available, it can be difficult to know which one is right for your business. There are 10 important features to consider that will help you narrow down the best agencies for your business.

  1. Accreditation and compliance. The agency must be FCRA compliant. If it isn't FCRA compliant, it legally cannot be used for pre-employment screening purposes. We also recommend hiring an agency that is accredited by the National Association of Professional Background Screeners (NAPBS), since these accredited companies must adhere to strict guidelines.
  2. Accuracy. Ensure that the agency provides clear, accurate and complete written reports. The last thing you want is to make hiring decisions based on inaccurate information.
  3. Checks and screenings available. This is, perhaps, the most obvious thing to look for in a background check company. Choose an agency that can perform every background screen you need – even if that includes supplemental searches like drug testing or motor vehicle records.
  4. Cost. Your budget may be a determining factor as to which company you choose. Factor in any additional fees you may be charged.
  5. Customer support. Background check companies offer support by phone, email and live chat. Choose an agency that offers your preferred method of support, and verify that they have helpful agents.
  6. Customization. This may not be an important feature if you find a company that offers the screenings you need in a bundled plan. However, customization features are useful for businesses that need unique background checks or advanced screens like drug testing and healthcare screening.
  7. Industries served. Does the agency serve your specific industry (transportation, manufacturing, etc.) or offer industry-specific packages? Most background check companies serve several different industries, but having industry-specific packages you can select from can ensure your candidate undergoes a thorough evaluation.
  8. Online portal. Having an intuitive online portal is essential for placing orders and viewing results, especially if you plan on performing multiple background checks.
  9. Technology. In addition to choosing an agency with an online portal, does the agency offer advanced technology features like electronic consent forms and ATS integrations.
  10. Turnaround time. How long does it take to get results? If you are working with a tight deadline, this can be especially important. Some companies list their turnaround times online.

Other questions to consider when choosing a background check service:

  • Do they offer volume or commitment discount pricing?
  • Do they match a competitor's pricing?
  • Does the service offer a la carte options?
  • Is there a monthly minimum? If so, what happens if you don't meet it?
  • Are you locked into a contract?
  • What type of security measures are taken to ensure your employee's information is secure?
  • Do they have a dispute process for inaccurate information? 

Background Check Service FAQs

Still not sure if you even need to conduct a background check? Here are several questions and answers that might help you come to a decision.

Q. Why should I conduct pre-employment background checks?

A. Businesses that don't use background checks when hiring new employees are putting themselves at risk. When a new employee who hasn't been properly vetted is hired, employers are basically welcoming a stranger into their business. Conducting pre-employment background checks can verify several important aspects of a potential employee's background.

Q. Background checks seem more useful to large businesses. Do small businesses need to conduct background checks?

A. Small businesses have just as much, if not more, to lose from a bad hire. Bringing in someone with a criminal past who steals from the company or puts co-workers in danger could put a small organization out of business for good. If a new hire lies about their experience and qualifications, you may find them struggling to perform the duties you hired them to do, which can ultimately cost you more money in training. Many background check companies cater to small businesses specifically, allowing you to perform as few or as many background checks as you need.

Q. Do background checks give any insight into what type of employee the candidate will be?

A. Although a simple background check might not tell you how hard job candidates will work if hired, it can give some insight into their character by giving you an idea of how much you can trust them. It can also give you a look into their past education and experience, so you know what level of work to expect from them.

Q. How many businesses find a red flag when conducting background checks?

A. Red flags are more common than you might think. A recent study by the background check company, HireRight,revealed that 84% of employers discovered a misrepresentation on a resume or job application, and 23% said their background reports uncovered a misrepresentation on an educational degree or credential.

Q. If a criminal background check turns up a criminal record on a potential candidate, can you eliminate that person from consideration?

A. As a standard rule, in order to eliminate a candidate from consideration, the type of criminal activity you find must be related to the employee's job duties. For example, if you are hiring an individual for a truck driver position, an underage drinking ticket from 15 years ago might not be a valid reason for disqualification but two recent DUI tickets could be.

Q. Do you need a different type of background check service depending on your industry?

A. It depends on the background check service. Some services have a comprehensive selection of screenings that cover a range of industries; others are more limited or specialized in what they offer. There are really only a handful of industries where standard employee background checks might not suffice. For example, those in the healthcare industry need to conduct some additional types of searches. Another is the transportation industry, which often requires a more extensive look at a candidate's driving record. When choosing a service, ask the background check provider if it can conduct all of the screenings your business requires.

Q. What does it mean for a background check service to be accredited?

A. The National Association of Professional Background Screeners (NAPBS) offers background check services the ability to participate in the Background Screening Agency Accreditation Program. Businesses must adhere to strict guidelines to qualify, so this accreditation is highly revered.  

The accreditation program reviews background check providers on several key areas:

  • Consumer protection
  • Legal compliance
  • Client education
  • Researcher and data product standards
  • Verification service standards
  • General business practices

Accreditation lasts five years. To remain accredited after that, the company must repeat the review process.

Q. With the popularity of social media, shouldn't background checks examine job candidates' social network accounts?

A. Although employers might be tempted to check out a candidate's Facebook or Instagram page to learn more about his or her judgment and character, they could be opening themselves up to lawsuits by doing so. Because of this, it is generally best to steer clear of these avenues and avoid personal bias. However, if you use social media as part of your background check process, take the proper precautions to avoid a lawsuit – learn how to check social media the right way.

Q. What penalties do you face if you don't follow the FCRA background screening laws?

A. The two biggest repercussions of not following the laws are being sued by a job applicant, and being investigated and possibly fined by a government agency, such as the Equal Employment Opportunity Commission or the National Labor Relations Board. Following FCRA laws are simple, and many background check companies provide users with additional information on the subject.

If you think your business will benefit from hiring a background check service, we encourage you to check out our best picks page to see which providers we think are the best for various types of businesses, the reason why we selected each service, and a comprehensive list of background check services and websites.

Ready to choose a payroll service? Here's a breakdown of our complete coverage:

Editor's NoteLooking for information on background check services? Use the questionnaire below and our vendor partners will contact you to provide you with the information you need:

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4 Psychological Tips for Giving Business Presentations to Global Audiences

Posted: 12 Aug 2019 01:00 PM PDT

What if you could reach the world's population through your next business presentation?  The solution is to tap into insights from the field of human psychology. Cultural dimensions play a part and so do psychological secrets of what goes on in the mind of each audience member, backed by scientific research. These secrets can set us as free as our audience members to fully build our presentation and create the impactful change we seek to impart.  

Renowned speaker and former President Obama said, "Change will not come if we wait for some other person or some other time. We are the ones we've been waiting for – we are the change that we seek." This is true.

The only reason to give a speech is to change the world – every speaking situation is an opportunity for change. The goal of any presentation is to create a profound connection between presenter and audience that brings change, whether you are presenting to a small group of co-workers/stakeholders, to a conference room of board members, or to a larger audience in a platform presentation. Research in cognitive psychology suggests that memory is affected by how deeply we process new knowledge (McKeachie, 1999). Emotions embed experiences more strongly. The presenter's role is to be a catalyst for thought, emotion and action. But how do you do this when telling your story on the world stage?  

When presenting to an international audience, there are key nuances that must be embraced in order to present impactfully in the larger cultural economy. Presenting effectively to a global audience requires more than a strong message – there are additional aspects of body language, vocal inflection and organization connected to culture and human psychology that will make sure your message is impactful across audiences, in both domestic and international markets. In our increasingly globalized world, business professionals who recognize that the delivery of a presentation is as important as the content of a presentation, are those who present the most successfully. How we say things in a presentation is as important – if not more important – than what we actually say. Follow these four linguistic, cultural and psychological principles to improve communicability and overall engagement to make your next presentation connect globally with audiences from all over the world.

1. What is a schema and how to use it

Our brains are hardwired for details and stories – in presentations, this principle is no different. Your goal as a presenter is to light up the cognitive centers of your audience's minds – and this is done by activating something called a schema. First, consider what schema is. To put it simply, according to Parviz Ajideh, "schema" refers to a generic mental framework that helps you understand and interpret information.

For example, if you told an audience you bought a chair without any additional details, the audience would use their generic framework for chair to comprehend that you purchased a chair. Although when you poll each audience member, some may be thinking of wooden chairs, metal chairs or armchairs based on their own cultural/personal experience (such is the wonder of communication) When focusing on specialized language or topics, the most successful presenters tap into "schema" to support an international audience in activating and constructing knowledge. How do we do this? By presenting information through more than one sense (e.g. sight, sound, smell, touch and taste).

If your presentation is titled "Entrepreneurship in the Age of Globalization," pull up an image or video clip of Steve Jobs to heighten impact, by presenting the information through two or more senses. The word/concept of entrepreneur has varying definitions across cultures and would require further context for an international audience to begin accessing language, prior knowledge and experiences that relate to the topic.

Visual aids are a prime place to start for tapping into schema. As Bernice Hurst in The Handbook of Communication Skills put it – visual aids "show information which is not easily expressed in words," "save time," "clarify complex information," and they "cause the audience to employ another sense to receive information." Other ways to enliven content and "activate the schema" of your audience members when introducing a topic include: using photos/videos, relevant sound files, full anecdotes, props, hands-on activities, three-dimensional model demonstrations, or other means that presents information through two or more of the five senses.

Implicit or explicit messaging?

What is the relationship between culture and communication styles? In 1959, anthropologist Edward Hall founded the field of intercultural communication with his book The Silent Language, where he outlined two frameworks for approaching intercultural communication – high- and low-context communication styles. Eastern cultures with high-context communication styles tend to present information in an indirect way by preferring a more implicit or gradual "roll out" of information with extensive details that build towards the message at the presentation's conclusion. Alternatively, Western cultures expect more explicit or clearly-defined chunks of content during a presentation, with the message in the introduction and repeated throughout. The difference here is profound.

The solution when presenting to culturally diverse audiences? Adjust your message so that every culture can "hear" it. If presenting to a high-context audience, include extensive details and be inclusive of contradicting views.  If presenting to a low-context audience, be factual, direct, and feel comfortable addressing different views. If unsure about which style to use, be as explicit as you can about your call to action, thought or feeling (while still ensuring to provide relevant context and background throughout the speech.) 

Overall, linguistically, the more you rephrase (and repeat) your key message, the more a global audience is apt to retain it. After all, the contextual "bits" of information that shape your message are the building blocks that help an audience from any cultural background retain and reformulate a message into their preferred mode of understanding.   

Voice with patterned language

The field of business intelligence posits that we live in a world of patterns and as humans we try to find patterns in everything that we do. This is also true when receiving new information – research shows that people retain structured information up to 40% more reliably and accurately than information that is presented in a more freeform manner.  

People tend to feel more comfortable grouping information with patterns, but especially when communicating cross-culturally. Therefore, aim to reinforce your presentation content and help your audience better retain the information presented to them by grouping your content in triads – think Julius Caesar's "I came, I saw, I conquered."

The same method of speaking in threes (or triads) occurs in Abraham Lincoln's famous words "For life, liberty and the pursuit of happiness." Why is the number three so powerful? The answer resides in how our brains are wired and in human pattern recognition capability. Three is the smallest number needed to create a pattern and this is why triads are effective in information retention. Therefore, condensing presentation points and ideas as triads will make the information easier for the audience to process and remember. Adding in elements such as parallelism will allow cultural audiences to mentally group information more effectively while building audience anticipation because they encourage people to predict the next item in the series – something that we are all subconsciously doing even when starting the next episode of our favorite Netflix show.

An additional enhancement would be to use pitch changes and volume changes in your voice to mark shifts between clusters of ideas to indicate groups of thought and meaning. Through the use of patterns, your audience will not only come to anticipate parts of your presentation but also remember the important parts of what you said in terms of emphasis and impact. 

Purposeful body language

Presentation audiences in any culture are drawn to movement. This is especially true of audiences whose native language is not the language of your presentation.  Simply put, when you move as you speak, you not only capture the audience's attention, but more importantly, you guide their attention toward key messaging. As Carol Kinsey Gorman writes: "It can be especially effective to move toward the audience before making a key point, and away when you want to signal a break or a change of subject." 

Gorman also elaborates on the importance of using the presentation space to reinforce your ideas. For example, if you're presenting two issues, talk about each of them from a different physical position on the stage, perhaps by presenting each topic from different sides of the stage. This use of body language to mark sections in a presentation can guide a global audience to different points and go a long way toward enhancing communication.

But, Gorman cautions against moving during the making of a crucial point. You have the most impact when you combine purposeful movement with deliberate physical pauses, so that you are using body language to mark sections in a presentation and then also standing absolutely still when highlighting your presentations most important points.

Collectively, a powerful presentation to a global audience involves more than just giving information. It also involves interpreting and delivering that information for impact – this is achieved when considering the above psychological principles in combination with visual aids, your voice, knowledge of cultural communication styles and purposeful body language. 

You must tell and show your listeners the key information in targeted ways in order to give it lasting significance.  Every time that you give a business presentation online or in person, reflect on how someone from another culture may process and interpret your presentation content.  The more aware we are of our audience in business communication, the more effectively we can make associations between the content, message and delivery of a presentation. The presentation situation is a profound situation – the unique opportunity to share your passion and message with a gathered audience and give them the full force of your ideas in person (which is a separate intellectual, emotional and physical connection than the printed page. Being mindful of these cultural considerations and practicing these four linguistic, cultural and psychological principles will not only lead you to more partnership opportunities among a global network of professionals but also successful and impactful presentations that ignite lasting change.

Working From Home Increases Productivity

Posted: 12 Aug 2019 11:36 AM PDT

  • Remote workers take longer breaks on average, but they remain productive for an additional 10 minutes per day.
  • Remote employees work 1.4 more days per month than their office-based counterparts, resulting in more than three additional weeks of work per year.
  • 29% of remote employees said they struggle with work-life balance, and 31% said they have needed to take a day off for their mental health.

Starting your workday without having to get out of your pajamas may seem like a fairytale arrangement for some, but for a growing number of Americans, it's normal. More people are searching for jobs with flexible work arrangements that give them the option of telecommuting when looking for new opportunities. To better understand the benefits and pitfalls of working from home for businesses and employees alike, researchers polled Americans who work from home about their lifestyles and how they compare to their traditional office-dwelling counterparts.

Released earlier this month by Airtasker, the survey polled 1,004 full-time employees throughout the U.S. about their productivity, their commutes and other facets of their lives. Among that group were 505 people who worked remotely.

Researchers found that working from home not only benefits employees by eliminating their daily commutes, it also increases productivity and leads to healthier lifestyles. It's a win-win situation that workers relish for its flexibility – but often at the cost of their work-life balance.

Being productive at home

With all the modern comforts of home beckoning for our attention, it would be understandable if remote workers saw a dip in productivity, yet the opposite is true. According to the Airtasker study, telecommuters "worked 1.4 more days every month, or 16.8 more days every year" than people who worked in an office.

Researchers found that, along with spending more time doing work, remote employees lost 27 minutes per day on distractions, as opposed to the 37 minutes distracted office workers lost. The survey also found that just 8% of remote employees and 6% of office workers reported finding it hard to focus on their tasks. Researchers also found that office workers took shorter breaks than remote workers, though longer breaks have been shown to increase productivity.

The most effective ways for remote employees to stay productive, according to the survey, were to take breaks (37%), have set working hours (33%) and keep a to-do list (30%).

As a small business owner, it may be tempting for you to implement screen or mouse tracking software to make sure your workers remain focused on their work. However, researchers found that kind of micromanagement resulted in 39% of respondents who work remotely and 56% of office employees seeking out ways to avoid doing work. Of those employees who said they actively tried to avoid work, 51% of remote workers and 44% of office employees were caught.

Editor's note: Need employee monitoring software for your business? Fill out the below questionnaire to have our vendor partners contact you with free information.

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Better health and cost savings through telecommuting

One of the biggest benefits that employees gain through working remotely is the fact that they no longer have to commute to work. Commuting has led at least 1 in 4 respondents to quit a job. In fact, many workers said they would be willing to give up a lot of things to end their commute.

The average American's commute is now nearly half an hour. That much time on the road means workers are spending more money on fuel, not to mention maintenance and repair costs due to the wear and tear on their vehicles. According to researchers, the average remote worker saved more than $4,500 on yearly fuel costs. The lack of a daily commute also led to a slight decrease in maintenance costs, with remote workers spending $55 per month versus the $59 per month office workers spent.

Along with the cost savings, respondents said they noticed that they had more free time once their commutes were eliminated. On average, employees said they had an extra 17 days' worth of free time as a result.

Some of that regained time has gone to healthier exercise habits. According to researchers, remote employees spent two hours and 44 minutes on physical exercise each week, marking a 25-minute increase over office workers.

Despite the health benefits, researchers found that working from home can be more stressful than working at the office. Approximately 29% of telecommuting respondents said they had a hard time maintaining a healthy work-life balance. Just 23% of office workers reported the same struggle.

In addition, 54% of remote workers and 49% of office workers said they felt "overly stressed during the workday," 45% of remote workers and 42% of office workers "experienced high levels of anxiety during the workday," and 37% of remote workers and 35% of office workers said they "procrastinated on a task until its deadline."

Managing work relationships

One of the downsides of working from home is that it can be more difficult to connect with your co-workers. According to the study, 70% of respondents said maintaining relationships with their co-workers was just as important as their jobs. Only 19% said they prioritized work over relationships, while the remaining 11% said co-worker relationships were a higher priority.

While it's nice to be friends with your co-workers, researchers found that such relationships can be a distraction. Office workers spent an average of 66 minutes per day discussing non-work topics, while remote employees only spent 29 minutes doing the same. Managers were found to be particularly distracting, as they were found to spend nearly 70 minutes talking about non-work topics compared to the 38 minutes spend on average by non-managers.

Managerial distraction, as a result, affected remote workers less than their office-based co-workers at 15% and 22%, respectively.

Language Barriers are Limiting Your E-Commerce Customer Base

Posted: 12 Aug 2019 10:00 AM PDT

  • More than 70% of shoppers are more likely to purchase a product presented in their native language.
  • China and India have more than 1 billion internet users, and potential customers
  • Make sure your e-commerce site is localized to specific areas where you see potential growth

E-commerce does not have the same geographical constraints that limit traditional stores. It does not make sense to create boundaries by using just one language. While English remains to be the most commonly used language on the Internet (with a 25.2% share), the top countries that use the Internet are not primarily English-speaking countries. According to Internet World Stats, China and India have the highest number of internet users, with more than 1 billion each. In contrast, the United States only has a little more than 300 million internet users.

If you are publishing marketing materials in a language potential customers don't understand or are not accustomed to, don't expect to attract anyone to be interested in your products. Likewise, if your e-commerce store is only in one language, don't look forward to getting customers who use different languages. [Looking for the right ecommerce platform for your small business? Check out our reviews and best picks.]

So what do you do with your unilingual online store? Consider the following pointers.

Localization is the ideal solution

Logically, to attract potential customers that don't use the same language, you need to make your store viewable in their language. This is best done through localization, which is not plain and simple translation. When you localize, you have to find equivalent terms, idioms or expressions for the ones you currently have on your site. You may also have to replace some references, images or other content that may be considered offensive or unrelatable.

Localization is not only applicable to the e-commerce site or online store. Ideally, it should also be employed in the marketing copies, adverts, announcements and other materials used to reach out to customers.

A study by Common Sense Advisory on 2,430 online consumers in eight countries found that 72.4% of buyers are more likely to purchase a product if it is presented with information in their native language. More than half, on the other hand, say that the ability to get product information in their language is more important than the product's price. These numbers should be good enough reasons for prioritizing localization.

If you don't have people with sufficient target language proficiency, you have to look for a reputable localization company. Don't entrust the task to some run-of-the-mill language service provider. Ineffective localization is a waste of money. Erroneous localization can result in a serious blowback.

Editor's note: Looking for ecommerce or shopping cart software for your business? Fill out the questionnaire below to have our vendor partners contact you about your needs.

 

You don't need to cover all languages (although you can, sort of)

You don't have to localize in all foreign languages. That would be too expensive and unnecessary. You just need to focus on a few languages that are dominantly used in the new markets you are targeting.

Still, you have the option to use automated translation to make it possible for your site to be viewed in a wide range of languages. It's not the best way to do it, but it may attract a few new customers that will serve as a hint as to which language you may need to target with your next localization efforts. For example, if your online store suddenly gets dozens of new buyers who prefer using the Spanish interface of your site, you may need to consider localizing in Spanish next.

Do things gradually. There's no need to come up with localized versions of all pages of your e-commerce site in several languages. Test the waters and respond where it makes sense. Automated translation is by no means comparable to human translation, but it can complement your major localization efforts. It can help draw the attention of some potential customers who would otherwise ignore your store if it is only presented in one language.

Pay attention to the most important pages

The same Common Sense Advisory study mentioned above found that post-sales support, navigation interface and user reviews are the three most important aspects to localize. In the study, 74% of the survey respondents said they are likely to become a returning buyer if post-sales support is provided in their native language. On the other hand, 72% of the respondents said they wanted to read product reviews in their mother tongue and 50% prefer navigation options to be presented in the language they commonly use.

In other words, the navigation bar, menu, tabs, buttons or links on your online store should have a version that is in the preferred language of your new target customers. The product reviews need to be localized (or local buyers should be encouraged to post their reviews). Most importantly, customer support should be in the language of the target customers. The Contact Us or Support page should have a localized version with separate telephone numbers, live chat account, or email addresses to cater to customers who use different languages.

Of course, it's a given that the product details should also be in the preferred language of your target customers. How will customers know what you are selling if the product information is in a language they can't comprehend? Don't interpret the statistics cited above based on their face value.

There should also be corresponding SEO and marketing actions

The localization of web pages or the interface of your e-commerce site is just a part of the process. There's no guarantee that Google and other search engines will index your localized content. Hence, you have to implement search engine optimization techniques similar to what you do with your base content.

Find the most appropriate and viable keywords or keyword phrases to optimize. Do thorough research and analysis. You can't just automatically optimize for a keyword that is a direct translation of the keyword you use for your base content. Examine if you have a chance to win against established local businesses that are already using the same keyword. Insert the localized keywords in your page title or title tag, page description, in different parts of the body content, links, URL, folder, as well as the graphics (file name, alt tag and graphics properties).

Make sure that all of your marketing materials are properly localized. Your email marketing, social media, online ads and other marketing materials should be translated appropriately. All these involve a lot of work, but they are necessary for making sure that you capture the audience you are targeting and convert them into buyers or patrons.

Evaluate and re-evaluate

After doing all the changes, find out if the localization you implemented is producing the desired results or if there are further changes you can do to improve the results. You may want to perform A/B or split testing. Monitor your site traffic data and obtain feedback from your new target customers. Provide a variety of means and opportunities for your target customers to share their thoughts about your product or marketing campaign.

Conclusion

Some say money is the language of business. Others say it's accounting. Don't forget that natural languages are also vital in doing business. If you want to connect with customers in a market, you need to know and use their language, be it English, Japanese, German or Chinese. Localize strategically by starting with the most important languages and pages, then go further as your business grows. Also, don't forget to implement the corresponding localization for your SEO and marketing.

Lost in Translation: 10 International Marketing Fails

Posted: 12 Aug 2019 09:12 AM PDT

Expanding your business internationally can be an exciting step for any entrepreneur, but marketing your product or service abroad requires adequate research and preparation. For businesses to succeed overseas, they must appeal to their international consumer base. 

Without the proper considerations, marketing to a foreign audience can have disastrous outcomes. Sending the wrong message can not only discourage consumers from buying your product, but it could lead them to boycott your business altogether. 

Mariko Amekodommo, CEO and founder of international marketing and consulting agency Mariko Communications, said that one of the most common marketing mistakes businesses make when taking their company international is not understanding their market and audience. 

"There can be a cultural gap from one country to the next where campaigns, slogans and initiatives don't resonate or make sense to the end user," Amekodommo told Business News Daily. "Companies can avoid basic marketing mistakes, like slogans that don't translate appropriately, by putting in the due diligence to research and understand the new market." 

Conveying your marketing message to an international audience is not as simple as inputting your message into Google Translate and sending it off to consumers. You must understand your audience and the nuances of their language.

10 international marketing mistakes

Many large enterprises have learned the hard way that an ad or marketing campaign that worked domestically did not have the same charm when translated into a foreign language. 

Here are 10 well-known companies that have made international marketing translation mistakes. 

1. American Motors

A translatable product name is an important element in global branding and can derail a marketing campaign before it even starts. For example, American Motors made this mistake in the early 1970s when naming their midsize car, the Matador. Although the name was intended to conjure images of courage and strength, it may have been a little too aggressive for Puerto Rican consumers – in Spanish, matador translates to "killer." Needless to say, the name didn't instill a great deal of confidence in drivers.

2. BMW

The German car giant BMW made the marketing mistake of improperly using the UAE national anthem in a car commercial. The ad displayed the Al Ain Football Club singing the anthem and then breaking into a run toward several BMW cars when they heard the sound of the engine. Although the brand was trying to arouse intense emotion, it evoked rage instead of passion. Emiratis found it incredibly offensive that the car company suggested their cars were more important than the anthem. The company explained its intent was never to offend, and it soon replaced the ad with a less offensive version.   

3. Braniff Airlines

Braniff Airlines got in trouble in 1987 when it promoted its new leather seats south of the border with the same campaign it used in the United States: "Fly in leather." While the Spanish translation, "Vuela en cuero," was appropriate throughout much of Latin America, it had different connotations in Mexico, where the expression also means "Fly naked." The promotion may have appealed to some flyers, but it was far from the message the airline intended to send.

4. Coors

American beer maker Coors discovered that slang doesn't always translate well. When launching its "Turn it loose" campaign to Spain, it appears executives forgot to ensure the translation would resonate with consumers. When translated into Spanish, the tagline used an expression that's commonly interpreted as "Suffer from diarrhea." While the campaign made its mark on Spanish shoppers, it was for all the wrong reasons.

5. Dolce & Gabbana

A recent international marketing disaster was committed by luxury brand Dolce & Gabbana. It shared a series of ads on social media in which a Chinese woman attempted to eat Italian food with chopsticks while a male voice gave her directions. The ad was denounced, and Chinese consumers, one of Dolce & Gabbana's largest consumer markets, threatened to boycott the brand entirely – even the Chinese government even weighed in. When advertising your brand abroad, it is important to create culturally appropriate material that appeals to your international consumer base.    

6. Electrolux

Not all translation blunders have been made by U.S.-based companies. Swedish vacuum maker Electrolux got a quick lesson in English slang when it introduced its products in the states. Intending to highlight its vacuum's high power, the Scandinavian company's ad campaign boasted, "Nothing sucks like an Electrolux." While the slogan might have been grammatically correct, it never really took off with U.S. shoppers.

7. Ford

Auto giant Ford found that in Belgium, enticing customers with a dead body in every car isn't the best way to make a sale. Hoping to highlight the cars' excellent manufacturing, Ford launched an ad campaign in the European country that execs thought said: "Every car has a high-quality body." However, when translated, the slogan read, "Every car has a high-quality corpse" — far from the image they were hoping to invoke.

8. HSBC Bank

HSBC Bank was forced to rebrand after a failed international marketing campaign. In 2009, the worldwide bank spent millions of dollars on its five-year-old "Assume Nothing" campaign. In many countries, the message was translated as "Do Nothing." In the end, the bank scrapped its original campaign and spent $10 million to change its tagline to "The world's private bank," which has a friendlier translation.

9. KFC

While most businesses try to make a good impression when expanding into a foreign country, fried chicken franchise KFC got off on the wrong foot when it opened in China in the late 1980s. When the company opened its doors in Beijing, the restaurant accidentally translated its famous slogan "Finger-lickin' good" to "Eat your fingers off." In the end, the blunder didn't hurt KFC too badly: It's the top fast-food restaurant in China today, with more than 5,000 restaurants.

10. Pampers

Sometimes, companies run into problems overseas not just for what they say but how they say it. When Proctor & Gamble started selling its Pampers diapers in Japan, the packaging featured an image of a stork delivering a baby. While the imagery may have worked in the U.S., it never caught on with Japanese parents. After some research, the company learned that customers were concerned and confused by the image of a stork on the packaging. The tale of a stork delivering a baby to parents isn't part of Japanese folklore. There, stories tell of giant floating peaches bringing babies to awaiting parents.

How to avoid international marketing mistakes

If you are taking your brand global, there are a few steps you can take to avoid international marketing fails like those described above. Identify who you are targeting with your marketing strategy, and modify your advertising accordingly. 

Vera Mirzoyan, an international marketing specialist at AIST Global, said customization is key, especially when considering language, culture, visuals, gestures and trends. 

"Everything should be customized to the market your brand is introduced in," said Mirzoyan. "Learn as much about the destination of your brand as possible to ensure the success of your business." 

A simple, yet crucial marketing tactic to implement is to localize your content instead of simply translating the language. Scott Kellner, vice president of marketing at global marketing agency George P. Johnson, said that localization for each country or region is imperative to communicate nuance, which is often the hallmark of positioning and taglines. 

"It is imperative to study the culture and the way people communicate on a daily basis, and to also ensure you have people on the team who know the culture you're marketing to inside and out to ensure your message will be interpreted in a way that resonates rather than upsets," said Kellner. 

Amekodommo said the medium of communication is also an important factor to consider when creating a global marketing strategy. 

"Just because a Facebook campaign might have great results in the U.S. doesn't mean the same campaign will have similar results on WeChat," said Amekodommo. 

Amekodommo and Kellner both suggest cross-referencing your campaign with local experts before you promote it. This will help you gain insider oversight and feedback. 

"Do not publish, share or promote anything on an international scale without cross-referencing the content with individuals from the respective area who are fluent in the language and culture," Kellner said. "Ensure you avoid idioms, jargon or regional diction that could otherwise be misinterpreted." 

When in doubt, look to successful marketing ads in your target country to see what tactics are effective in that market.

How to correct international marketing mistakes

Whether you unintentionally create a commercial that's ill-received or a slogan that just doesn't translate well for an international audience, correct your marketing mistake by addressing it head-on.

If your campaign is offensive, take responsibility and apologize. Since apologies differ across the world, make sure your public statement is tailored to resonate with the culture you are trying to reach.

Amekodommo recommended hiring a local agency or consultant to help you strategize new campaigns to handle the bad press.

"We see it all the time in China as western campaigns never translate correctly, and it potentially becomes entertaining, because it's expected foreigners will make these mistakes," said Amekodommo. "Once the original humiliation has died down, use the local agency or consultant to create new campaigns that will truly connect with audiences."

Additional reporting by Chad Brooks.

8 Factors That Keep You From Getting a Small Business Loan

Posted: 12 Aug 2019 09:00 AM PDT

Business loans can be essential when you're launching a startup or looking for additional funding to expand an existing company. The funds are used to secure inventory, purchase equipment, rent operational space, hire employees or cover a host of other expenses.

According to a report by the National Small Business Association, in 2017 nearly three-quarters of small businesses were able to access the funding they needed to grow. However, financing remained a challenge for 27% of U.S. businesses. According to the NSBA report, businesses that were unable to secure capital had to take difficult actions, including reducing the number of employees and deciding not to expand operations, finance increased sales, or increase inventory to meet demands.  

Since loans can be so critical to your business success, it is worth learning the most common barriers borrowers face when looking to secure a business loan. Once you learn about these roadblocks, you can take the steps to circumvent them and find the right type of loan and lender for you.

1. Poor credit history

Credit reports are one tool lenders use to determine a borrower's credibility. If your credit report shows a lack of past diligence in paying back debts, you might be rejected when applying for a loan.

Paul Steck, CEO of Spread Bagelry, has worked with hundreds of small business franchisees, many of whom have bad personal credit as a result of illness, divorce or other extenuating circumstances.

"Sometimes, very good people, for reasons beyond their control, have credit issues," Steck said, "and, unfortunately, that's a real barrier to entry in the world of small business."

Editor's note: Looking for information on business loans? Fill in the questionnaire below, and you will be contacted by alternative lenders ready to discuss your loan needs.

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It is difficult to qualify for a small business loan with a credit score of less than 700. 

"A score of 720 seems to be the magic number, above which your likelihood increases dramatically and below which it decreases dramatically," said Brian Cairns, founder of ProStrategix Consulting, which provides a host of services to startups and small businesses.

If your score is under 700, Cairns advises focusing on fixing it if you can. Begin by checking your personal and business credit scores to ensure they are accurate. If you find any errors, correct them before beginning the loan application process. You can order a free personal credit report yearly from each of the three credit-reporting companies on AnnualCreditReport.com. Credit-reporting agencies Dun & Bradstreet, Equifax and Experian deal only with business credit.

Additionally, you should build a strong personal credit score and drive down any debt prior to applying for a business loan.

"The better your personal finances are upfront, the more likely you are to be approved for a good loan option," said Jared Weitz, CEO and founder of United Capital Source, a lender for small and midsize businesses.  

"Most loans require some form of down payment, and this is typically varied based upon the borrower's financial history and the collateral put up for the loan," Weitz added. "Based on this, most loans range from zero to 20% down payment for the loan."  

If your credit is still far from ideal after you take these steps, consider nontraditional financing options – which tend to place less emphasis on credit scores – before giving up on getting a loan. 

"Angel investors, or individuals interesting in backing the business in exchange for a share in the eventual revenue, can be a way to help get your business off the ground," said financial attorney Leslie Tayne of Tayne Law Group.

2. Limited cash flow

Cash flow – a measure of how much cash you have on hand to pay back a loan – is usually the first thing lenders look at when gauging the health of your business. Insufficient cash flow is a flaw that most lenders can't afford to overlook. Therefore, it's the first thing business owners should consider when determining if they can afford a loan.

"Really thinking through that cash flow equation is like preventative medicine for your business," said Jay DesMarteau, head of regional commercial specialty segments for TD Bank. "You can either wait until [your business] gets sick, or you can do things to prevent it from getting sick."

One of the preventative measures DesMarteau recommends is to calculate cash flow at least quarterly. If business owners take that step, they may be able to optimize their cash flow before approaching potential lenders.

To figure out how large of a loan payment you can afford, divide your net operating income by your total annual debt to calculate your debt service coverage ratio. You will have a 1.0 ratio if your cash flow is equal to your monthly loan payment. Though a 1.0 ratio is acceptable, lenders prefer a ratio of 1.35, which demonstrates you have a buffer built into your finances.

"If you're not sure of your current financial position or capacity, sit down with a financial planner to help you gain the perspective you need and create an action plan to address any lacking areas," said Chad Rixse, director of financial planning and wealth advisor at Forefront Wealth Partners.  

3. Lack of a solid business plan

Having a plan and sticking to it is much more attractive than spontaneity in the finance world. 

"Lenders want to see that you have a well-thought-out plan for your business," Tayne said. "Applying for a loan with no business plan or with a half-baked plan will not bode well."

However, it is not uncommon for very small businesses not to have a formal business plan – or any plan at all.

The only way to remedy this situation is to put in the time and work to develop a comprehensive business plan before ever walking into a lender's office.

"If you don't have a documented plan in place with financial information and projections, your chances of receiving the big loan you want will dwindle," said Weitz.

A standard business plan includes a summary of your company, market, products and financials. If you are unsure if your plan is persuasive enough to sway the lender, consider seeking the advice of a business plan expert who can review it and offer feedback.

You should also be prepared to explain your plan for the money you want to borrow. "Applicants can position themselves much better by being able to call out exactly what they need and what they need it for," said Bernardo Martinez, U.S. managing director for Funding Circle, a small business loans platform.

"Instead of asking for $100,000 in working capital, if an applicant says they need $33,000 for inventory in advance of their busy season, $37,000 for new hires, $20,000 for upgrades to their store and $10,000 for advertising, we are much more confident in their ability to effectively deploy the funds," Martinez added.

At the bare minimum, loan applicants should be prepared to explain why they want a loan and how they plan to repay it.

4. Too many loan applications

Some business owners assume they can cover all their bases by applying for multiple loans at one time. This way, they can pick and choose from a range of potential offers. However, opening too many loan applications at once can be a red flag for credit bureaus.

5. Disorganization

When it comes to approaching potential lenders, business owners should have their act together. That means having all the paperwork necessary for your loan application on hand.

"One of the things that can be a problem when applying for a loan is if [business owners] don't have the documentation that the bank will require," Steck said. 

Obligatory documentation often includes a detailed business plan and collateral; extensive financial records such as income tax returns, personal and business bank statements, loan history, and a balance sheet; and legal paperwork, such as franchise agreements, business licenses and registrations.

There are many resources that business owners can refer to when putting together their loan applications. The Small Business Administration, for example, provides a highly detailed loan application checklist for borrowers. Using these resources can decrease your likelihood of coming across as disorganized or unprepared. 

Careless errors will land your application in the rejected pile. "Filling out the application incorrectly or omitting information is another common mistake that can lead to your application getting denied," Tayne said.

Tayne also pointed out that sloppy bookkeeping and inconsistent business practices, such as not filing tax returns or mixing business and personal bills together, can prevent you from getting financing. She advises taking the time to gather all the necessary information, fill out the forms completely, and read over your application before submitting.

6. Failure to seek expert advice

When it comes to making financial decisions for your business, lenders want to see that you've sought guidance from knowledgeable advisors.

Accountants can be an important source of advice for small business owners, according to Stephen Sheinbaum, CEO of Circadian Funding, which helps small and midsize businesses obtain working capital. He has collaborated with the National Directory of Certified Public Accountants in the past.

"But there are many other places to find good people to talk to, such as the Service Corps of Retired Executives (SCORE), a free mentoring service that is supported by the Small Business Administration," he said.

According to Sheinbaum, SCORE connects you with retired businesspeople with experience in your market. "This is important because they will know about the kind of capital that is most important to people within your industry."

He also recommends that business owners get financial advice from business networking groups and conduct research on the websites of the leading alternative funders, since many have detailed resource sections for small businesses about the many kinds of available capital and the best ways to prepare for funding.

Other resources that provide counseling, advice and financial assistance for new businesses include the regional and local offices of Veterans' Business Outreach Centers and Women's Business Centers.

7. Failure to shop around

Finding a lender can feel so daunting that it might be tempting to sign up with the first one that comes along. But blindly pursuing one loan provider without exploring your other options can be a mistake. Business owners should take the time to research a range of traditional and alternative lenders suited to them. 

Financial institutions in the community where you plan to do business are an ideal place to start looking for a business loan, according to Logan Allec, a CPA and founder of the personal finance site Money Done Right. "Start with a community bank or credit union that is more invested locally, as they may have certain programs to be able to work with new local businesses."

The U.S. Small Business Administration also provides federal backing for some businesses to receive loans through partner financial institutions. "This can be an excellent avenue to explore if you are having trouble finding a traditional lender for your business," Allec said. 

Other alternatives to traditional lenders include online lending platforms, peer-to-peer lending sites, and tapping into your network of friends and relatives. If you pursue this last option, Allec suggests working up an official, notarized agreement to avoid any misunderstandings or conflicts down the road between all the involved parties. 

When shopping around, you can also request that each lender help you calculate the annual percentage rate (APR) of their loan offer.

"The APR tells you the true cost per year of borrowing money; it takes into account your interest rate plus any additional fees and charges," Martinez said. "This will help you make an apples-to-apples comparison of different loan offers."

8. Apathy

So much of the application process for a business loan is methodical, directed by the orderly presentation of concrete documentation, that it's easy to forget there is an innately emotional component to this process as well. Too many business owners simply don't demonstrate why they, rather than someone else, are a good candidate for a loan. They approach lenders with an apathetic attitude, according to Steck.

In addition to making a sound business case for why you should qualify for a loan, you need to exude enthusiasm and faith in your venture to draw in the lender and makes them a believer. To do this, you must tell a story about your business that the lender finds compelling.

"'I'm going to do this, and I'm going to be the best in the whole wide world' – you have to go into it with that sort of mentality, and a lot of [potential borrowers] don't do that," Steck said.

Weitz echoed this sentiment. "The more prepared, serious and passionate you appear about your business, the more trust a lender will have with approving you for the loan."

Additional reporting by Elizabeth Peterson. Some source interviews were conducted for a previous version of this article.

Build a Brand that Attracts Gen Z and Millennial Customers

Posted: 12 Aug 2019 07:00 AM PDT

  • Design a loveable logo
  • Create a unified look and message
  • Develop a unique point of view
  • Tell your company's story

Gen Z and millennial consumers are more likely to make a purchase from small business and spend more with small businesses than their Baby Boomer counterparts. Here are four tips for micro-business owners to connect with this important demographic.

Small business owners have an exciting opportunity to capitalize on growing interest from millennial and gen Z consumers, who are predisposed to "shopping small." In a recent survey of 1,000 U.S. consumers, Vistaprint learned that 41% of consumers ages 18 to 24 and 45% of consumers ages 25 to 34 would spend more money on a product or service if they knew it was supporting a small business. We also learned that millennials spend more than double the amount with small businesses compared to Baby Boomers.

Knowing that this demographic is eager to support the small business economy, owners should start thinking more carefully about their brand identity. Ask yourself, who will be your customer as your business grows? What does that mean from a branding and marketing perspective? For starters, having a digital presence is an absolute must: 84% of millennials said that small businesses should have a website, and 80% said small businesses should be active on social media. This is a demographic that pays attention to branding and will notice if your marketing materials aren't cohesive or feel inauthentic.

Strong, effective branding starts with a unified look that demonstrates professionalism and brings your brand to life across every customer interaction. This extends to both the visual aspects of your brand, as well as your voice, sales experience and customer service. By establishing a consistent style, customers will gain a familiarity with your small business that keeps you top of mind. 

To help demonstrate the impact of effective branding, Vistaprint recently launched Micro Main Street, a pop-up retail experience that celebrates small businesses and showcases how powerful a professional look and feel can be. Vistaprint designers worked with three small businesses to help them elevate their branding and marketing materials, giving them the confidence to engage with customers at the pop-up retail event we hosted at St. Louis PrideFest.

One small business Vistaprint recently worked with for the launch of Micro Main Street is HelloPride, an LGBTQ+ inclusive baby boutique that has an unmistakable brand identity and unified look across its business. Every order it packages, marketing material it creates, and pixel it publishes online glows with its brand essence, which has caused buyers to stop and take notice. 

Here are some tips on the best way to achieve a unified look and feel for your brand, using inspiration from our friends at HelloPride: 

1. Design a loveable logo

The first step to creating a unified, professional look is to create a logo. Listen to your brand voice. What do you sell? What do you stand for? What feeling or message do you want people to get from your logo? A good logo is simple and visually appealing so keep in mind that your logo doesn't have to say everything about your business, but it should be a good start. It also needs to be flexible enough to be leveraged across all of your marketing. For HelloPride, its brand was born out of love and a need for representation, so its logo and marketing materials needed to express that. The result was a logo that is bright, inclusive and kid-friendly, which is appropriate for an LGBTQ+ baby boutique. [Want more advice on how to build a good logo? Check out this story on our sister site, Business News Daily.]

2. Unified doesn't mean uniform

HelloPride doesn't just design a logo and print it on all its marketing materials; it uses each new opportunity to express its brand in a new way. A unified look and feel means creating your own style guide to make all your materials feel cohesive, from business cards to packaging, but they should not be exact replicas of each other. Stick to the same general or complementary color palette as your logo. If you introduce new elements, make sure that they are conveying the same feeling as your logo, so your brand expression stays intact, and customers know that everything is coming from the same business.

Find your voice

Your brand's "look and feel" is not just visual; it has a voice as well. To identify your brand voice, consider your personality as well as that of your brand, and then get a sense of your customers – figure out who you're selling to, what they care about, and how they'd like to be spoken to. A relatable tone of voice will make your brand feel trustworthy and encourage customers to continue their relationship with you. Once you find your brand voice, make sure that it is consistent across all aspects of your business. For example, HelloPride uses a positive, empowering-yet-playful tone to bring its brand to life. From order confirmations to personalized thank-you notes, HelloPride wants its customers to feel like family, which resonates well with its customer base.

Tell your business's unique story

If your brand voice shapes how and what you say, your brand story should provide the "why." A clear, well-articulated brand purpose connects customers to your business on an emotional level. For example, HelloPride strives to create a world where all families are empowered to celebrate their love and feel represented. This higher-level brand purpose doesn't just give customers something to buy, it gives them something to believe in. Chances are, you already know your business's story and purpose. Look back on what motivated you to get started. Was there a problem you sought out to change?

A brand story doesn't need to be complex or emotionally intense to resonate with your audience. A bakery's purpose might be to make its customers' day a little sweeter. A landscaper's purpose might be to help neighborhoods bloom. What matters is that you tell it in a way that's unique to you. This now becomes an authentic part of your branding, one that is crucial to convey to your customers who you are and what you stand for. 

Branding a business to attract millennials and gen Z customers comes down to selling a feeling, a personality, a vibe or even a lifestyle. To truly connect with these potential customers, your brand's story must enable a larger connection for continued experiences beyond a single transaction. This tactic is intended for selling beyond the now. Showcasing your brand can meet needs beyond the immediate sale. When you have achieved the right branding, you can establish a relationship with your customer that lasts well into the future.

Bottom line

It's more important than ever for small businesses to build a brand that stands out to millennial and gen Z consumers. These generations are open to taking a chance on small business, but it's up to you to make sure your brand quickly and effectively communicates who you are and why they should learn more about you. This is something that small business owners must make a priority to acquire new customers and get to the next level of growth.   

The Role of Location Data in Fueling Business Decisions

Posted: 12 Aug 2019 05:34 AM PDT

Based on recent surveys conducted by IHL Group and other independent forums, almost 58% of North American retailers are continuously relying on location-specific marketing to fuel their entrepreneurial decisions. While this statistic is quite interesting, it also showcases the insistence of bigger and medium-sized brands on location technology as their go-to marketing tool. 

That said, cost-cutting and financially motivated decisions have prompted smaller businesses to opt for minimalistic marketing approaches with location data being one of the many. However, understanding more about the existing technology and how it shapes business decisions needs to be considered. 

The role of location technology in shaping up an entrepreneurial framework

For SMBs to procure functional insights regarding customer behavior and interests, location technology can certainly be considered. This is one exceedingly powerful solution that makes room for data-drive strategies to help organizations shape up their tactics for a selected audience base. That said, it would be perfect if a majority of small and medium-sized businesses start amalgamating traditional marketing tactics with location technology to focus on diverse customer touch points. This can also resonate better with the concerned audience base. 

Location data and its role in predictive analysis

As mentioned earlier, location data can certainly improve decision making for businesses and fuel predictive analysis in a highly potent manner. In regard to sifting predictive intelligence for devising functional marketing strategies, location technology plays a pivotal role by:

  • Gleaning insights from diverse caveats and helping companies leverage the same with ease

  • Targeting area-specific customers and prospects pertaining to a specific demographic

  • Helping marketers take proactive measures by pushing area-specific retail

What needs to be understood is location analytics is an essential marketing tool that precisely includes dynamic, live and interactive data maps. Location data makes sure that the maps can be shared across mobile platforms while the control of the insights vests upon the owners, categorized depending on their accessibility levels. 

Location data and better in-store retail experiences

Needless to say, staying updated regarding the demographic dividend of a specific area allows retailers to improve their in-store experiences, especially for the customers. The entire process involves:

  • Gauging customer behavior and persona for improving store layout

  • Understanding customer experience requirements by mapping journeys

Location data and billboard revamps

Location technology can be precisely used for enhancing the marketing and targeting strategies of a specific organization. In regard to billboard and OOH marketing, location data can help businesses with:

  • Better advertisements as it becomes easier to understand the sentiments of the local crowd

  • Improved identification of the relevant audience base

  • Expansion of audience targeting across diverse devices

Location data and the use of business intelligence

It is important to note that driving business intelligence is yet another attribute of location data as it allows businesses to understand the nature of the local audience base and help them predict strategic moves with certainty. Businesses can make use of location technology by:

  • Identifying prospects who stay nearby but do not avail their services

  • Focusing on additional audiences for generating higher revenues

  • Concentrating on user-first approach and customer experience more than anything else

  • Identifying perfect CTAs and creative marketing ideas

  • Lending an extremely granular approach to marketing

  • Lending directionality to the store with increased accuracy and precision

Location technology and mail campaigns

It is quite understandable that small business rely a lot on direct mails and even campaigns exploring the same. This is where location data can come in handy as it helps businesses tap into selective insights regarding individuals, behaviors and other creative aspects. Even research statistics offered by Merkle suggest that there is a 118% boost in business response rate if location technology is amalgamated with direct mails and similar campaigns. Having location data empower mail campaigns is a highly rewarding approach as it:

  • Helps businesses create multiple touch points synonymous to the user journey

  • Increases the conversion likelihood

  • Positions small businesses better in regard to impactful presence and high-quality lead generation

  • Converts leads into potential and loyal customer base

Location-based marketing deciphered

So finally we come to the part where we talk about location-based marketing and how location data can play an important role in optimizing the same. Firstly, it is necessary to consider location-specific marketing campaigns for businesses, especially when it comes to dealing with services and products. In order to maintain efficacy in the modern entrepreneurial hierarchy, it is necessary for businesses to target consumers, even on the basis of demographics.

In addition to that, only location-centric marketing can make room for highly targeted, personalized and immersive experiences, regardless of the channels involved. Most importantly, only location technology wouldn't suffice as one would require a conjunction of traditional tactics with the more innovative ones.

Understanding the practical scenarios

The concept of location technology can be best understood by a practical example of sorts. In case of online brokers willing to indulge in businesses, it is always advisable to deploy location technology for getting the most out of the money-making business. Companies like Trusted Brokerz that deal in cryptocurrencies, Forex, and other Fiat currencies usually make use of location data for gauging the efficacy of an approach and even the most rewarding business prospects. 

Another scenario would be a basic retail store that's willing to go online and optimize its digital presence by using location data. In cases like these, companies focus more on the audience that's near the retail shop and offers and even services are modified, accordingly. 

Actual benefits of location technology for small businesses: Intuition, insights and more

Small businesses usually lack the financial backbone to invest in complicated and extensive marketing campaigns. However, location technology can do the trick by helping them measure tactics, in the best possible manner. In case of SMEs, advertisements aren't trial and error jobs as funds are limited and location data can ensure that only the best ones are selected for the job. What's even more important is that local retailers with smaller structures can readily move past obsolete approaches and stay on track with conversion-centric metrics in this highly digitized arena.

Moreover, location technology can also help businesses by:

  • Giving them access to all the valuable insights pertaining to the industry

  • Helping them with transparent reporting

  • Making scalable solutions available while identifying areas of improvement

  • Investing in power awareness

  • Driving important and strategic decisions

Inference

There is a definitely a lot more to location technology than what meets the eye. While it's extremely effective in regard to helping small and medium-sized businesses with demographic-centric targeting, the onus however lies on the marketers when it comes to skillful implementation. As mentioned throughout this discussion, having location data at one's disposal makes it easier to concentrate on other facets of business, including better comprehension of predictive analytics, seamless decision making, better involvement with BI tools, and more. 

At the end, it all comes to down to using location technology and the acquired data in a minimalistic and functional manner, especially when small business setups are considered. While bigger business houses have the entire global schema to look at, small businesses are better off when they concentrate more on the local audience and cater to their simple yet diverse requirements. 

Free Microsoft Azure Online Training Resources You Need

Posted: 12 Aug 2019 05:10 AM PDT

Microsoft Azure is a cloud computing platform that enables individuals and companies to deploy web applications, virtual servers, and entire IT platforms, as well as host databases, perform analytics, and store data. Although Microsoft goes out of its way to help technologists and sales personnel get to know Azure inside and out, third parties do a bang-up job too.

Find out about free Azure resources from Microsoft, Pluralsight, edX, GitHub, Skylines Academy, Azure Citadel, YouTube and other trusted sources.

Microsoft

Microsoft provides ample free sources of training for Azure, mainly through Microsoft Learn. The main page features several Azure courses, and clicking the browse all Azure learning paths link displays the entire Azure learning library, geared mainly toward people who use the technology or who design and sell Azure-inclusive solutions for customers.

Use the Filters feature to narrow the list of courses by Azure product, role (from administrator to solution architect) and level (beginner or intermediate).

Beginners may do best to start with Cloud Concepts - Principles of cloud computing, move on to Core Cloud Services – Introduction to Azure and then work through other courses in the Azure fundamentals learning path. You'll also find more advanced courses relevant to administration and application development (as expected), as well as several artificial intelligence (AI) courses, because of the integration of AI and machine learning with Azure.

While you're on the Microsoft site, browse the Azure documentation pages for quick starts, tutorials and samples too. That time will be amply rewarded!

Since 2004, Channel 9 has been a go-to for Microsoft customers to view videos and webcasts; discuss issues, problems, and emerging technology in the forums; and generally learn about Microsoft technologies. While you're on the site, consider subscribing to the Tuesdays with Corey and Azure Friday shows. Corey Sanders answers viewer questions about Microsoft Azure, and the Azure Friday hosts bring in Azure engineers who share their experiences and tips.

There's no better way to learn about Azure than to work with it directly. For hands-on practice and general noodling within the Azure environment, Microsoft offers a free Azure account, which comes with 12 months of select free services (more than 25 services are always free) and a $200 credit toward the Azure service of your choice for 30 days.

Examples of products that are free for 12 months include 750 hours of both Linux and Windows virtual machines, managed disk storage, blob storage, and a SQL database. These always-free services enable you to build web, mobile, and application programming interface (API) apps, deploy and manage containers, use a host of developer tools, and lots more.

To create a free Microsoft Azure account, you need a phone number, credit card, and a Microsoft or GitHub account username (the former is often abbreviated as MSA, the Microsoft Account/email address that many, if not most, Windows and Office users employ to login to accounts and subscriptions).

Pluralsight

In partnership with Microsoft, Pluralsight hosts a long list of free video-based Azure courses for administrators, developers, engineers and solution architects, most of which map to Azure certification content. Clicking on each course shows which certification exams apply. When you register for access to the Azure courses, Pluralsight may display subscription pricing for its entire learning library, but you don't need a credit card or to sign up for a trial to fee-based products to take the Azure courses.

EdX

EdX, founded by Harvard University and MIT, is a massive open online course (MOOC) platform with more than 20 million learners signed up. The concept driving edX is that learners can take free courses offered by leading colleges, universities and training organizations without receiving higher education credits. (However, edX offers a few programs in which learners can receive credit.) Students taking current courses (those that are not archived) may receive a verified certificate of completion, which could count as professional development units (PDUs) for some organizations. Searching the edX course catalog for "Azure" results in over 60 current and archived courses based on Azure, as well as courses that should be available soon.

GitHub

Microsoft moved code and project repositories from CodePlex to GitHub in 2015. Now you can find APIs, software development kits (SDKs) and open source projects for Azure there as well. Be sure to browse the Azure Readiness portion of GitHub for even more opportunities for practice and access to developer camps. There are also Microsoft Azure training materials available for researchers and data scientists. Another great GitHub repository is Azure-links.

Skylines Academy

Although Skylines Academy courses are available for a reasonable fee or as part of a paid membership, you can often find at least one free course in the company's catalog. Items in its Resources section, however, are always free. You'll find study guides for the Microsoft Azure Architect Technologies (AZ-300), Microsoft Azure Architect Design (AZ-301) and Microsoft Azure Administrator (AZ-103) exams, as well as an Azure PowerShell Reference Guide and templates for naming and tagging standards.

Azure Citadel

Created by a group of Microsoft Cloud Solution architects in the U.K., Azure Citadel offers technical guides, videos, hands-on labs and workshops on a variety of Azure topics. There isn't a virtual lab environment; each hands-on session lists the technologies you must install on your computer, usually with basic instructions, or that you need an Azure account (remember, it's free). The site aims mainly at the partner channel, but the content is pertinent to anyone learning about Azure.

Podcasts

If podcasts are your thing, the Azure Podcast , the Microsoft Cloud Show, Microsoft Cloud IT Pro and the Modern IT Podcast may be worth your time. The Azure Podcast is hosted weekly by Cynthia Kreng, Kendall Roden, Cale Teeter, Evan Basalik, Russell Young and Sujit D'Mello, each of whom is either a Microsoft engineer, consultant, manager or architect. The Microsoft Cloud Show and the Microsoft Cloud IT Pro focus on Azure and Microsoft Office 365, while the Modern IT Podcast provides tips for using Azure in small and medium-sized businesses.

The YouTube Microsoft Azure channel

Like most well-known tech products and services, Azure has its own YouTube channel. Because everything is free, you may notice some overlap with Microsoft Learn, but it's still worth your time to peruse these offerings. Each set of videos is composed of bite-size chunks of information on specific Azure topics, presented in an appealing format and designed to retain viewer interest. The demo videos tend to contain the most material and run the longest, and are super helpful to prospective customers and current customers who need to understand little or never used product features.

While you're on YouTube, browse the Azure DevOps and US EDU Azure Team channels.

Other resources

Love e-books? Here are some of the most popular Azure titles in digital format, which are free for the viewing:

You can also search for "Azure" on Amazon (select Books from the Search in menu dropdown). When the search results appear, select Price: Low to High from the Sort by menu. All free Kindle edition books are listed first.

The Microsoft Azure blog is a terrific source for both historical and cutting-edge information on Azure. Find out when new features are being released, or pick up tips and step-by-step how-tos for using various Azure features and services. Be sure to check out the Red Gate Software Cloud blog as well, which covers Azure topics in great technical detail.

Organizations that aren't yet using Azure but would like to know how to get started should visit the Azure Virtual Machine Readiness Assessment website. The tool provides a checklist and report tailored to your environment, which are valuable sources of learning in and of themselves.

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