Why Diversity Is Needed

I've been in a lot of discussions lately regarding perspectives and diversity. I remember when I started my current job at the hospital I work at, I was required to go to a diversity training seminar. This seminar focused on trying to be openmined to other cultures and practices that are different from our own. With that came listening to others from a different culture and the way they view society, the world, or even business practices. It is important to have a broad view of the way people operate and taking that into consideration when making business decisions.

One of the most recent mistakes was a commercial from Dove. They had a commercial that came off very racist without that being the intent. When that happened many people online protested the company and said they would no longer buy their products. This was probably an issue with a lack of diversity on the marketing team. Here is the Dove commercial. https://youtu.be/pAIgDredHpw

Another company who probably didn't have a diverse team when releasing a commercial was Pepsi. They released a video in the midst of a lot of the police brutality being fresh on the news and they made it seem like their beverages could calm everything down. Even if that isn't what was intended, it was how it was received by many. That was an error on their end. Here is the video if you haven't seen it. https://youtu.be/73P9STckPLw

Even if you as a business person meant something great by your advertisement or promotional video, you have to think of how it can be perceived by different cultures. That is why having a diverse group of individuals who are great at their job is important. Surround yourself with individuals who see things a little differently from how you do and you will have a better chance getting the right message across.

 

The Important Launch

As many of you may know, I have started an Anchor channel this week. This is another platform for doing audio content like podcasts, interviews, etc. When I started playing around with this app, I let a friend know about it who I thought would get some great use out of it. This individual has a community of supporters who were able to help him launch his station. Having that community allowed for him to chart high on his launch. There are two important factors when preparing for a launch.

  1. The first step is making sure you have a launch team ready. This consist of people who will give you accurate and honest feedback on your content leading up to the launch. They can make suggestions on particular things that would improve the overall content. The most important thing is having a lot of people promoting the content once it is released. This will help download numbers and exposure to a new audience/consumer base.
  2. The second important thing is making sure the content is top notch. You want to make sure you are putting out the best representation of yourself and your content. To do this, you want to carefully prepare your content for a first time listener. They say first impressions lasts a lifetime. This is also true for your business or creative content.

With saying that, I do want to make another important point. You don't have to perfect your content because you may never feel like it is ready to be introduced into the world. If you are waiting for your content to be perfected, you may never release it. Make sure you don't do that. Set a launch date and make sure you are working as hard as you can before that launch date. Your launch team will be able to help you with that journey.

The Facade Of Fake Followers

Social media is a huge driving force for many businesses today. Especially any online business. It is the cheapest form of marketing that currently exist. One of the most common metrics in social media is the amount of followers that a person or business has. The problem with this metric is that it doesn't really show a real following. Even though there may be a million followers, only about 1% might actually be active followers. When I say active, I mean people who actually keep up with what is going on with the business. In reality, this may only mean 10,000 people are actually keeping up with what is going on. Depending on the type of industry you are in, 1-10% might be the number of active followers. This ultimately changes depending on how much you stay engaged with your audience.

Being engaged with the followers you do have is more important than the overall number of followers you have. These fans/followers will grow with you. Here are a few ways to make sure you are staying actively engaged with them:

  1. Respond to everyone who comments on your content. Don't just say 'thanks' and be done. Actually discuss the content with them or see if they have any questions.
  2. Follow your followers. This is a great way to see what it is they are interested in and allows for you to see what their needs may be. You can also use this as a chance to do market research as well. There could be things that you are not including in your content that they may want to see or hear.
  3. A DM means a lot. Direct messages are a way to reach out to a follower one on one. It means more than just a tweet or response in the comment section. You may actually get some really valuable information discussing things one on one with a follower. It will also make the follower feel more important. Having that conversation can really make a person respect you as a person and not just a public figure or business.

I see many bigger name artists and public figures who don't really connect with their followers and that makes them seem fake or like they think too much of themselves. It is important to remember that these followers are the ones who are potentially going to be paying you for your service or content. In that regards, they are your source of potential income. Don't treat them like dogs nipping at your feet. Treat them as real individuals who support what you do.

Doing The Research

There are certain steps that individuals must take before starting a business. Often some steps are focused on more than others. There is one part of business that many people do not pay attention to when getting started. That is because this area is not the most fun. It requires looking at data, numbers, and statistics. You may have guessed it by now. That area of business is research. This is a key step in any business plan in order to maximize profit and efficiency. When we decide to launch a business, we need to research the market, the competitors, and possible future environmental factors that may interfere with business.  There also needs to be research on demographics, locations for physical stores and that local market, and the political issues that may effect that business short and long term.  It is important to look and make sure your product or anything associated with it isn't infringing on any copyright or patented material/product. Studying others who have succeeded and failed in your line of business is very helpful. It is important to learn from others successes and failures.

The length of time of research varies depending on the type of business. You are looking at years for any kind of medical or children products typically. It is also important to make sure you have accurate data. Making decisions off of unreliable data is not a good practice.  Stay away from making assumptions. We often make assumptions about businesses and they are not always right. A lot of business owners make big decisions before researching the relevant information needed. Do not be lazy with your research either. Like anything else in your business, be diligent with it. If this area is not an area that you feel you can handle on your own then you need to find someone who can assist you. That would be much better than not doing it or research information incorrectly. Just make sure you are making the best informed decisions possible. It will be better for you and your business as you look to get started or expand.