OutBuro is striving to provide LGBTQ startups and entrepreneurs with tools, insights, information, and education with ideas to market their business in all forms from traditional marketing, social media, B2B and B2C sales strategies, advertising, and growth hacks.
The interesting point in the 2021 LGBTQ-focused Gallop poll is that 7.6% of respondents chose to not answer the question of how they self-identify meaning they wouldn’t even say they are heterosexual. So, 5.6% self-identify as LGBTQ and for 7.6% it is unknown. I have never known a heterosexual not comfortable with stating that. So, I personally believe a good portion of that 7.6% are LGBTQ or questioning. So the statistical number is somewhere between 5.6% and 13.2% (5.6 + 7.6). If I were to bet, the real number is in the 10-11% area.
Of the self-identifying LGBTQ the numbers look like this:
3.3% another non-heterosexual preference
Respondents can give multiple responses when describing their sexual identity; thus, the totals exceed 100%.
Rebasing these percentages to represent their share of the U.S. adult population finds 3.1% of Americans identifying as bisexual, 1.4% as gay, 0.7% as lesbian and 0.6% as transgender.
Gen Z More Comfortable Identifying as LGBTQ
Due to progress made in society, today Gen Z are much more comfortable in being their authentic self identifying as LGBTQ. In this recent Gallop poll for those aged 18-23 about one in six (15.9%) identified as something other than heterosexual.
One of the main reasons LGBT identification has been increasing over time is that younger generations are far more likely to consider themselves to be something other than heterosexual. This includes about one in six adult members of Generation Z (those aged 18 to 23 in 2020).
LGBT identification is lower in each older generation, including 2% or less of Americans born before 1965 (aged 56 and older in 2020).
Americans’ Self-Identification as LGBT, by Generation
Currently, Generation Z leans heavily on the bisexual side of LGBT. This means that nearly 12% of all Gen Z adults identify as bisexual. For comparison’s sake, about half of millennials who identify as LGBT say they’re bisexual. Also, another study completed in early 2019 found that 29% of Americans from 18-30 years old who identify as heterosexual occasionally have same-gender experiences which is called “heteroflexible“.
The most interesting part of these numbers may be that they could very easily be much higher. The survey was only able to gather info from the oldest segment of Generation Z, aged 18 to 23, so pollsters are expecting the percentages to continue to rise as time goes on and people feel more comfortable to live their truth.
According to the survey, more than half of LGBT adults (54.6%) identify as bisexual. About a quarter (24.5%) say they are gay, with 11.7% identifying as lesbian and 11.3% as transgender. An additional 3.3% offered another non-heterosexual preference or term to describe their sexual orientation, such as “queer.”
Americans’ Self-Identified Sexual Orientation, by Generation
Generation Z (born 1997-2002)
Millennials (born 1981-1996)
Generation X (born 1965-1980)
Baby boomers (born 1946-1964)
Traditionalists (born before 1946)
Figures represent the percentage of all adult members of each generation who have that sexual orientation
The pronounced generational differences raise questions about whether higher LGBT identification in younger than older Americans reflects a true shift in sexual orientation, or if it merely reflects a greater willingness of younger people to identify as LGBT.
Start your 2021 year off right by creating your personal profile on OutBüro AND adding your business or organization listing. When doing so use the coupon code 21BANG to receive 21% off the annual subscription. For organizations with 1-50 employees, the system is self-serve. For organizations over 50 employees use this contact form by Jan 31, 2021, to have the 21% discount applied to your services quote.
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Being an entrepreneur is often lonely, challenging, thrilling, scary, and exciting. Magic and miracle happen when we believe in ourselves AND take action. Take action today by joining OutBüro.
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Let’s grow together! Are you a Diversity and Inclusion consultant or other professional providing products or services to companies, non-profits, universities, or government entities? Or maybe you an an organization with a membership base.
Check out this short introduction to the OutBüro Ambassador Program.
Leveraging your relationships with employers, brands, companies, non-profits, and/or government agencies introduce OutBüro as an employer branding, talent acquisition, and customer engagement platform. Earn 15% commission on subscriptions you bring to OutBüro with no limits or caps. This is a great opportunity to offer past and current clients a new and needed solution. Their LGBTQ employee and customer ratings may be an indicator that they need more of your primary services such as diversity and inclusion training/coaching.
The OutBüro Ambassador Program agreement is open to individuals, companies, or organizations. Therefore the commission can be used as an additional personal income stream, business revenue, or as a fund supporting your non-profit.
Our ideal target market for leads is but not limited to business owners, Marketing Directors, Human Resource Directors, Directors of Diversity and Inclusion, and the lead person representing an employer LGBTQ Employee Resource Group.
After viewing if you are interested, use this link to complete a short form providing a little bit about you and your company/organization or
After receipt of the form, it will be reviewed. We may schedule a call/video chat, and if it appears to be a potential fit, we’ll send you the agreement along with a link to a video discussing each paragraph of the agreement in detail. Watch it a few times if you like. While viewing make notes so that we can follow up to address any questions or concerns you might have.
Once all agree to move forward, we’ll send the agreement to you for electronic signature(s). After that, we’ll provide information to have you ready to begin touting the benefits of joining OutBüro as an employer/brand. You create the initial interest to learn more and get the prospect booked for more detailed exploration calls. We will work as a team to win over the employer/brands.
OutBüro the LGBTQ professional and entrepreneur online community network for gay, lesbian, bisexual, transgender, queer, allies, and our employers who support LGBTQ welcoming workplace equality focused benefits, policies, and business practices. https://www.OutBuro.com
A translator is someone who converts the written word from one language to another. The most important requirement is that they be fluent in English and at least one other language. A translator is a specialist in more than one field, from basic ones like greetings to scientific, more complicated like nuclear engineering. To be a translator from one language to another, a person has to learn all the time. There are always new things that a translator can learn. Translators have help in CAT tools and machine translating software. Although artificial intelligence translation tools have made significant advances in the past few years, they are not without error and some of those errors could be costly making your business or project look unprofessional and miss opportunities.
Machine Only Translation Blunders
For example, taking one language and doing a strictly literal translation can sometimes create near comical results is using only AI tools and/or a translator not proficient in the common everyday use of the language with all the nuances. Take for instance messages you receive on LinkedIn or in your email. You have likely received a message recently here in 2020 with an introduction of “My Dearest….” or even “My Darling”. No American or any native English speaker anywhere today starts off a business communication like that – Full Stop Period. That is unless you are trying to sound like a 1940’s romance novel. Today it frankly sound creepy and is 99.99% sure to be SPAM. It wreaks of SPAM signals that will get your site, profile and email blocked.
If your business depends on foreign markets you should, NO, you MUST use a professional human translator who is fluent in your target audience’s language. Else, you are losing opportunities by not being viewed as credible.
What kinds of projects might you use a translator for?
Client/customer templates messages such as prospecting and support
Any form of communication
What tools do professional translators use?
Most professional translators use some type of translation memory software, often called TM. The term Computer Assisted Translation is also used.
These programs compare each sentence in the text with previously translated sentences and phrases, to generate a possible translation. Then the human translator modifies this translation as needed. There are many advantages to this. Mainly, the translator does not have to retranslate stock phrases or common terminology over and over again. They also have features to check for accuracy in numbers, or that a translator has translated certain terms consistently throughout the entire document. Many Programs today also let the translator send a phrase or sentence to be translated by an outside source, for example, a TM server run by an agency, or a machine translation service such as Google Translate.
There are several companies that offer the software and they all do more or less the same thing. They each have strengths and weaknesses. Some are more expensive and have more features. Some software is better suited for people working on very large projects that cannot be accomplished by one translator in the given time. The one I use is most suited for an individual freelance translator. All of them should be used only by a translator. In fact, I believe it is much better for a translator to work without such a program, at least in the beginning, and then use the program only once they have learned the basics of translation.
Translators in some fields, such as marketing, sales catalogs, etc. don’t like to use TM. They say that it inhibits their creativity, and the result will sound too much like a translation. Another type of translation that is growing is the post-editing of machine translation. In this method, a machine translation program is used to generate a first draft. Then a human translator revises it. The machine translations are getting better, but for now, most individual translators do not like to do this work. It’s usually not as interesting and some translators find that machine produced translations have strange and annoying errors in them. Also, the client in those cases often does not pay the translator as much. But the software is getting better, and most of us will be doing something along those lines in the future.
Quote by: Steven Marzuola
What are the different types of language translators?
Three main types of translation are human translation, machine translation, and post-edited machine translation. So you can call a person or a computer translator. And if it’s the former, you can distinguish translators based on what type of translation they specialize in.
So some distinguish between literary (prose, poetry, plays) and informative (scientific, technical, newspapers, documents etc) translation, on the one hand, and between written and oral translation (or interpretation), on the other hand. So there are interpreters and translators, and translators could be grouped into literary translators, science translators, technical translators and so on (the grouping is based on what kinds of works a translator translates).
And also there are two different types of interpreting: consecutive interpreting (the interpreter speaks after the source-language speaker has finished speaking) and simultaneous interpretation (the interpreter translates the message in the target-language as quickly as he or she can formulate it from the source language, while the source-language speaker continuously speaks). Also, you can distinguish between intralingual translation (translation within the same language, which can involve rewording or paraphrase), interlingual translation (translation from one language to another), and intersemiotic translation (translation of the verbal sign by a non-verbal sign, for example, music or image). So you can say there are intralingual translators, interlingual translators, and intersemiotic translators.
Brucecy Marketing Group is a high-spirited and creative event management and planning firm based in northern New Jersey specializing in promoting brands at existing consumer events such as a legacy of innovation at engaging pride event attendees. Founded by Tom Legan, an out LGBT entrepreneur, with a remarkable history in television marketing leadership and a keen focus on end to end project execution. Under Legan’s leadership, Brucecy has been instrumental in bringing non-profit Pride organizations top-notch sponsors year after year. Legan understands how to make a brand stand out at Pride and how important the financial support of sponsors is in enabling Pride to happen. Not only does that support affect the Pride non-profit’s ability to put on a great event, but it also has a direct and indirect impact on the local community. We’ll discuss a little background and how Legan got involved in supporting the Pride ecosystem. We’ll also chat about some of the challenges that the COVID-19 virus forced upon the Pride festivals and opportunities it also created.
OutBüro-Q – How long has your marketing agency been involved with Pride festivals?
I started doing pride festivals through my first national marketing agency called Legan Promotions Inc. in 2003. Prior to that, I worked for Showtime Networks for six years and headed up National Promotions and Events where I had the amazing opportunity to promote all Showtime Original Series including the premiere of the groundbreaking hit series Queer As Folk in 2000. I started the LGBTQ outreach area at the network and sponsored over 100 pride events during my time there. Along with Queer As Folk, later I also promoted The L Word at pride festivals. When I left Showtime in 2003 to form Legan Promotions, Showtime became my first client! Other clients included ABC (Dancing With The Stars), TLC, Lifetime, IFC, Ovation, Macy’s, and Wolfgang Puck.
In 2011, I closed Legan Promotions as an incredible opportunity came my way from AMC Networks to be the Director of Activation, Promotions, and Licensing for their original series, many of which were favorites of mine. From 2011 to 2014, I got to promote major hit series like The Walking Dead, Mad Men and Breaking Bad, to general audiences – a very exciting period!
By 2014, several past TV network clients from Legan Promotions had been reaching out to see if I could help them promote at gay pride festivals again, so it was at that time I made the tough decision to leave AMC and form Brucecy Marketing Group, my current agency which is basically “Legan Promotions 2.0”. The name of the agency comes from the first names of my mom and dad – Bruce and Cecy – who always valued diversity and supported me in every way. Since then, our agency has worked with global brands like SKYY Vodka and 2(X)IST underwear and networks such as Freeform, Game Show Network, Amazon Prime Video, and more.
OutBüro-Q – What has been the traditional role of your agency with Pride festivals?
Our agency connects brands, TV networks, and movie studios directly to the LGBTQ community through a presence at Pride festivals, parades, gay film festivals, and related events to promote brand awareness, new series premieres for networks, and new movie releases for studios. We handle everything from start to finish for our clients making it all turnkey for them. This includes recommending the best Prides based on what they are promoting (the premiere of a new series or the launch of a new brand product, for example) followed by planning each activation and negotiating directly with each pride organization on the sponsorship details.
Then we manage the activation onsite for each client with our trained brand ambassadors and provide a complete summary recap after each event to the client. Through our long-standing relationships with the Pride organizations, our clients typically get exclusive added value benefits they can’t get by going direct, so many return to our agency year after year. Plus we’ve received many compliments from clients on how our agency has some of the best-personalized customer service they’ve encountered, better than with agencies ten times our size, so we’re proud of that!
HGTV was a client of ours for four consecutive years and we managed over 80 Prides for them. One of the main things they loved about our agency was how turnkey everything was for them and how easy it was to reach us anytime.
OutBüro-Q – How has that changed this year in response to the COVID-19 pandemic?
This year is unprecedented in terms of how we celebrate pride and how our agency does business. As there are no plans for physical pride events until at least September, Pride organizations, especially those who normally host prides March through June, have had to get very creative to still find ways to celebrate pride. Pride festivals are a big source of revenue for many pride organizations, most of which are non-profit entities, so it was critical Prides find a way to still celebrate but also raise critical funds for their local LGBTQ communities.
In addition to Global Virtual Pride on June 27 which I’ll talk more about, several larger Prides like NYC Pride, San Francisco Pride, Denver Pride, Washington DC Capital Pride, and several others will be having their own virtual Pride festivals where everyone can still celebrate pride from the comfort of their home and brands can still sponsor these virtual events and support the community.
OutBüro-Q – What new challenges has the concept of a Virtual Global Pride brought and how have you and the team addressed and potentially capitalized upon those?
Virtual Prides, in general, have been a tough sell for our clients who are used to traditional event marketing at large Pride festivals where attendees can experience the brand activation firsthand and interact directly with brands. We’ve been bringing our clients up to speed on how virtual Prides will work and how they still can connect to the LGBTQ community in a personal and quality way.
As much as we’d love to promote movies like JUDY starring Renee Zellweger as we did at Prides last year for our client Roadside Attractions studios, where Judy Garland drag queens posed with pride attendees as they walked along a VIP red carpet area, that’s just not feasible in these times. But we can still get creative with how to connect to the community while still being far apart.
OutBüro-Q – What new opportunities, maybe unexpected, has this created?
The number of people virtual Prides has the potential to attract is far greater than physical attendance at regular pride events as anyone can watch the pride celebration online. This is exciting for our clients as they consider sponsorships. Also, with all 50 states reopening in at least some way as of this week, brands can sponsor virtual Prides to support the community but also use the opportunity to promote they are back in business. This is especially applicable to the hard-hit travel and tourism industry like cruise lines, hotels, airlines, restaurants, movie theaters, theme parks, and similar companies. It seems to make a lot of sense in the next few weeks for these types of brands to tell millions of loyal consumers eager to get out of their homes that they are back (and at a very low cost to do so too!)
OutBüro-Q – Has past Pride corporate and community sponsors embraced this necessary new approach? Is sponsorship steady, increased, lower?
We’re still speaking with all clients and potential clients about virtual Pride sponsorships and participation. Normally by March every year (usually earlier), we would have locked in clients for regular physical pride campaigns for the entire year especially those occurring in June as many of those Prides sell out of space and sponsorship options early. This year, everything has shifted later as Prides had to scramble to come up with another option to celebrate (virtual Prides) when the crisis hit the US in March. So we are all working fast and furiously to introduce clients to this new concept but timing is very tight. Therefore we do expect fewer clients to sponsor virtual Prides, at least those Prides occurring in June.
OutBüro-Q – Naturally, attending a Pride Festival in person has its emersion experience and loads of people watching. How will the Virtual Pride engage attendees to participate and feel a part of it
We have a lot of fun and creative ideas we’ve been discussing with clients and with the various virtual Prides. There are many ways to engage consumers from their homes as they watch Pride celebrations online so they still feel a part of this community experience. The biggest obstacle we have to deal with is time since all virtual Prides really just came together in the past few weeks. Putting together a sponsorship or campaign for clients in a matter of weeks versus months is challenging.
OutBüro-Q – Are there new technologies and/or new media partnerships being leveraged? If so, what and how will they create the vision of Global Virtual Pride?
Global Virtual Pride’s goal is to allow as many people as possible to watch the 24-hour stream all around the world, so there will be several platforms on which people will be able to view the festivities. Some countries block access to platforms we use here in the US everyday like YouTube and Facebook, so we’re working on ways to be sure everyone who wants access to Global Pride can get access.
OutBüro-Q – Will attendees need to download apps to participate – if so, what are they? Let’s get ready.
Yes, these are some of the ideas and concepts we have been discussing such as:
We’re Looking for LGBTQ Content Authors Who Write About Business and Industry!
We are seeking people just like you to contribute content about your business or organization, business practices or specific industries targeting the LGBTQ business owner, entrepreneur startups and professional community.
Since 2007 OutBüro has built LinkedIn’s largest LGBTQ professional networking group with over 44,600+ global members as of Feb 2018 who are eager to learn from and interact with your content. OutBüro has launched a dedicated independent platform to bridge the LGBTQ business, entrepreneur and professional community in a way that is like no other. The LinkedIn group is now a service of and extension of the OutBüro main site.
You’ll be the attributed author and all submitted articles will be linked to your OutBüro profile gaining you and your business social love.
Not only do we have a robust social sharing platform along with community interaction your articles may be promoted in the OutBüro on Linked group with over 44,600+ global members.
In addition to providing articles how about consider being the first to start a company/organization or topically focused group on OutBüro so that you may lead the conversations there. In addition, Group Admins on OutBüro have the ability to directly message all group members providing you great privilege if not abused.
What we are NOT seeking
Who’s hot – No shirtless or nearly nude images of any kind permitted on the site. We aim to be a Fortune 500 level office friendly site and so do not want any images that could land one of our members in the HR department for inappropriate office content or sexual harassment allegations. Keep it professional.
Social gossip columns – what “reality-star”, said what. Sorry, Housewives of Atlanta.
Dance party promotions – although content from the business perspective of starting, promoting, managing, etc is welcomed.
Fashion/music not directly related to the LGBTQ community. Just being an LGBTQ icon doesn’t qualify. Sorry, Cher.
Society news not related to the business or professional side of life – who is dating who. Sorry, Kardashian clan.
Politics not directly related to the LGBT community
First, check out our site to see if your subject has already been covered. If so can you put another perspective on it or add to the topic?
We only accept quality content that is relevant to our website.
Your post must be expertly written and your voice should be friendly, yet informative.
The post’s structure must contain subheadings, lively featured images, and be easy to navigate.
Your articles should be a minimum of 800 words and cover the topic in detail.
All submissions must be original and must be written specifically for the OutBüro audience. That means your article should not have appeared on any other website.
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Authors should have a complete profile, so your photo will show up in the author box and on comments.
Our most popular articles receive many comments and we’re quick to respond to our reader’s questions and suggestions. We expect no less from our Authors to engage with article comments in a timely and professional manner according to our Community Policy.
All authors receive an email when we approve a new comment. When you answer your comments you’ll get more exposure, it will improve your post’s SEO, and will help out your readers.
Now that we are well into January and so also into any renewed gym membership getting your body back into shape, it’s a good time to start planning your renewed business marketing workout strategy too. Technology and with it the world of marketing is rapidly advancing. If you want to stay ahead of the competition, you can’t keep doing the same things and expecting to grow your business. Just as in the gym you have to switch up your routine on a regular basis else your muscle will grow accustomed to your routine and not deliver results. The marketing that worked for your business a few years ago may not help you succeed in the future.
The phrase user experience or UX is often used in relation to software and web design. It’s the idea that features must be developed and designed with the site visitor and software user in mind. Customer experience or CX includes UX but also encompasses every touchpoint that customers have with your business. There are many ways to enhance CX, such as:
When a customer/client visits your location first impressions are lasting ones. Ensuring your place of business is fresh, clean, and conveys the image you want to portray. Review the clutter and either add storage onsite or consider off-site storage to make your space more inviting. Further, consider some updated furniture, fresh paint on the walls, maybe some new artwork (thrift stores are great resources and/or reach out to local art groups if you have lots of public visitors to offer your walls as display space), new area rugs, and some potted plants can go a long way in making your space inviting while being professional.
Keep your website visually and technically current. Revisiting the company website done many years ago to bring it up to date visually and functionally. I recently met an LGBT Business owner who provides great health products so his audience base is very wide. When visiting his website it was clear at first glance that he has not invested in a very long time. It may still function but as the main marketing and sales channel, it is a very old, clunky, and unattractive website. Today potential customers will quickly click away from super outdated-looking websites. I personally recommend having a steady stream of content regularly on a company blog. Further, the site should be a continue living entity being revisited regularly at a minimum annually from a design perspective yet monthly and quarterly from a system/plugin update perspective to reduce security threats. Your website should not be a “set and forget” entity.
Ensure all staff is trained to put the customer first. Really think about how this is done, documented, implemented, and practiced. This includes a friendly attitude and providing correct information.
Asking for feedback. Customer surveys, whether on your website or handed out in your store, are important for tracking satisfaction. Use these regularly and update them with new questions, such as how people feel about new products, features, and policies. If you’d like a really awesome way to survey your clients/customers try LoudReply for free today. LoudReply leverages NPS® – the gold standard in determining how to make your customers happier while fixing problem areas.
Add a live chat solution to your company’s website like LiveChat. LiveChat is a tool for online communication between a company and its customers. It easily integrates with platforms like WordPress, Shopify, AdWords, Mailchimp or Facebook. LiveChat comes with advanced reports, that give you the overview, as well as a detailed look at your customer service activities. Basic reports show you the number of chats you get, the tickets you receive, your response time, and your customer satisfaction score. If you run several websites, you can place LiveChat on each of them with no additional charge. Using the work scheduler, you can easily manage your team’s working hours for each day of the week. With LiveChat, you are all set to go and serve your customers. Sign up now for a free 30-day trial.
Put it on your daily/weekly calendar – engage actively on social media. Most businesses have a social media presence such as a Facebook page, Twitter, LinkedIn and for the LGBT Business community an OutBüro account. You can’t just be there, you have to create interaction. Post with regularity even if only monthly. If possible post original content created by you and your team about your business, products, services, client success, and your industry. When followers post “like” and/or make positive comments in a timely manner – within a day or two. If someone posts a negative comment post a positive comment thanking them for their feedback and the opportunity to improve while asking to communicate with them directly via direct messaging or better yet on the phone or in person.
For companies where your clients/customers are within a geographic range of your physical presence geolocation or location-based marketing is a key component of differentiating your business from similar businesses outside your range. Simply put, this is the capability to target clients/customers based on their location using GPS tracking in proximity to yours. Customers/clients typically provide their consent to being location tracked by search engines and services such as Facebook and OutBüro. When prospective clients/customers are searching sites such as Google, Bing, and Yahoo for your services/products you rank high on the results due to the relevance of your service/products and your location. Say, someone who is in Phoenix, AZ is searching for a natural medicine practitioner and you are a natural medicine practitioner but your offices are in Tampa, FL. Likely your business is not a match for that person in Pheonix and the search engines realize this. Therefore, in this case, you need to be at the top of the search results rankings for people searching your services who also live within Tampa or a reasonable distance from Tampa. Your business location address, the phone number must be electronically and human-readable on your website. This means it must be in text form not hidden in a graphic image. Further, every social media account should have your location information and a website link. To really pump up your location-based search results you should also strongly consider a business citation strategy. Business citations are simply a listing of your business on business directory sites such as OutBüro and others. I’ve used a service call Bright Local to have business citations hand added to many sites and master directories. Give Bright Local a try with their 14-day free trial.
This enables you to send people extremely relevant messages when they’re close to your business or even that of a competitor. You might also alert people to a special sale or promotion when they’re in your store. As mobile technology gets ever more popular, location-based marketing will become increasingly powerful. OutBüro will be conducting reviews of solution offerings in this space. If you have suggestions please leave them in the comments.
Add Livestream Video – 6 Ways to engage
While video has been getting bigger on the internet for years, currently there’s a huge push toward live-streaming. Live streaming videos add an element of transparency and a sense of timeliness. Facebook Live and other services such as Twitter Live (formerly Periscope), YouTube Live, and Instagram Live are changing the way people watch videos. You can (1) interact with your audience in real-time and answer questions. Live-streaming is a powerful branding tool that helps you engage with your audience. You can (2) conduct client/customer short interviews taking viewer questions and comments real-time. You can (3) feature employees, (4) provide insights into how your product is made or how your service is performed. You can also (5) provide training. Consider using the platforms mentioned and then (6) posting it on your company website and reposting socially for longevity usage.
As marketing gets more expensive and competitive, it’s increasingly important to target your audience and identify your customers’ unique needs. It’s also essential to segment your customers into appropriate categories. If you have an email list, you can separate it into several lists based on preferences and buying patterns. Use a similar approach to paid advertising. Don’t simply advertise to huge groups (macro) but to specific audiences (micro). For example, rather than having a huge sale on every item in your store (or website), focus on a specific line or type of product and target those customers who are most likely to buy these products.
Collect More Data
“Big data” has been a marketing buzzword for some time. While there are many uses for data, nothing is more useful than compiling information about your customers. The more detailed a picture you have of your target customers – the more effective and targeted your marketing can be. And if you know which individual customers are the most valuable, you can go that extra mile to encourage them to spend with your business.
Small businesses need data as much as their larger counterparts. Do your market research. Whether your business is web-based or brick and mortar, there are now more ways than ever to learn all about your customers — who they are, where they live and what they need. The best way to get information from people is to ask them for it. Not everyone will fill out your surveys but many people will, especially if you give them an incentive such as entering them into a contest.
All of these trends are likely to expand and morph in 2018 and beyond. Not every tactic, technology or approach is appropriate for every business. Pick, choose and explore what works for you, your budget, your company, and your target customer. Don’t just follow what’s popular. There may be different methods that are more appropriate for some businesses than others, so don’t implement something just because it’s popular. Explore and be open to change. You may find that one or more of these strategies is just what you need to take your business to the next level this year.
What marketing tactics and technology solutions have worked for you recently? What new tactics and strategies are you considering this year? Let us know in the comments below with a link to your OutBüro and company website / social media account.
Do you want to create brilliant content? Not sure where to start? Whether you’re writing a web page, a blog or a tweet, the right words will attract and keep customers. So let’s look at the ways you can up your content marketing game this year.
Your writing needs to speak to your LGBT business target audience
If you want to communicate with people, you need to know who you’re speaking to. You need to focus on your target audience and put them first. Try to get inside their heads and understand what makes them tick. The tone of voice and the words you choose speaks volumes. So take time to make sure everything you publish is well thought through.
Everyone is a publisher these days, whether it’s a blog post, a video or an email. So it’s never been more important to ensure that the content you create is quality. Writing well is a skill, so in this guide we’ll look at what it takes to produce great written content.
As mentioned, you need to start by knowing who you are you writing for. Different audiences will respond well to different types of writing. Try to identify one or two audiences to target, as you can’t target everyone. Ask yourself:
Who will use your product?
What information do they need?
What language would they use when talking about your product?
Who is their tribe – who do they interact with?
Try to build up a mental image of the typical customer for your product or service. Use market research to help you create a clear picture of your target audience. Next, look at the actual words and what makes for content that surprises and delights people.
Eleven tips for creating content that rocks your LGBT business marketing
Business writing isn’t easy, and it takes practice to do it well. Your writing should be informative, helpful and authoritative, with a healthy dose of personality. And of course you need to also be able to get your message across. Here are some hot tips:
Keep it real Write the way you would speak – be conversational and use the magical word ‘you’. What would you say to a customer’s face? Read your content out loud and pretend they are sitting across from you. Don’t be over-friendly or too familiar though, or you might lose some authority.
Make your content bite-sized Little snippets of information are more likely to be retained in your readers’ minds. Aim for about 20 words per sentence and chunk your content into logical paragraphs and sections. The attention span of someone reading online is not that long. So you need to ensure you get your point across quickly.
Focus on a theme Start with one or two related themes and stick to them. Focus will help you build up site authority, in the eyes of your readers and in search engine algorithms.
Make it scannable Use short, punchy bullet points when it seems natural. Consider using numbered lists too. People love these because they’re easy to read and are memorable. Make sure you use easy-to-read design. It’s important you have enough white space around your text and avoid using distracting colors.
Pitch at the right level Use language that’s suitable for your target audience. If your audience is large and diverse, use simple, familiar vocabulary and plain English. If your audience has a specific level of education you may be able to get away with more complex words.
Use meaningful headings and subheadings Memorable headlines will encourage your readers to take note of what you have to say. For example ‘Bookkeeping’ is a pretty meaningless title. But ‘Basic bookkeeping to run your business’ tells the reader more about what they will be reading about.
Build in keywords so your content can be found Know in advance which keywords to use to help with search engine optimization (SEO). Incorporate these into your writing as you go along – don’t try to add them later. Not sure what a keyword is? Read our guide on SEO writing for small business.
Test your writing in a reading app Use online readability tests such as read-able.com to see whether your writing is pitched at the right level. If it’s not, shorten the sentences, simplify the vocabulary and try again.
Don’t duplicate your content on other sites You run the risk of being penalized by Google in search rankings if you post the same content on another site.
Make it trackable Use tools and link shorteners such as bit.ly or goo.gl to help track your readers. You’ll be able to find out where they come from, where they go, which articles are popular and which are not. This will help you create good content.
Make it easy to share Use social media buttons to make it easy for readers to share your content. Target top social networks and actively try to spread the word about your business. Spend 15 minutes a day highlighting your content on social networks and let your work contacts know.