The Final DOL Fiduciary Rule is Here!

May 29, 2024

The Final DOL Fiduciary Rule is Here!

Source: McKonly & Asbury

On April 23, 2024, the US Department of Labor (DOL) issued a final rule (the Final Rule) expanding the definition of an “investment advice fiduciary” with respect to employee benefit plans and IRAs for purposes of determining who is a “fiduciary” under the Employee Retirement Income Security Act of 1974, as amended (ERISA). The Final Rule will apply to trusted financial services providers who give compensated investment advice to retirement plan participants, individual retirement account owners, and plan officials responsible for administering plans and managing their assets by ensuring that such advisors adhere to stringent conduct standards and mitigate conflicts of interest.

Prior to the Final Rule, a five-part test, which was enacted in 1975, was used to define the circumstances under which a person who rendered “investment advice” to an employee benefit plan was a fiduciary under ERISA. Under the five-part test, a person who provided investment advice to a plan for a fee was a fiduciary only if the person (1) rendered advice as to the value of securities or other property, or made recommendations as to the advisability of investing in, purchasing, or selling securities or other property (2) on a regular basis, (3) pursuant to a mutual understanding with the plan or a plan fiduciary in which (4) the advice served as a primary basis for the plan’s investment decisions, and (5) the advice was individualized based on the particular needs of the plan.

The Final Rule
The Final Rule replaces the current five-part test and significantly broadens the individual(s) who may be a fiduciary under ERISA. Under the Final Rule, a person is an “investment advice fiduciary” if they make an investment recommendation of any securities transaction or other investment transaction or any investment strategy involving securities or other investment property to a “retirement investor” (i.e., a plan, plan participant or beneficiary, IRA, IRA owner or beneficiary or IRA fiduciary) for a fee or other compensation, direct or indirect, in one of the following contexts:

The person either directly or indirectly (through or together with any affiliate) makes professional investment recommendations to investors on a regular basis as part of their business, and the recommendation is made under circumstances that would indicate to a reasonable investor in like circumstances that the recommendation:
1. is based on review of the retirement investor’s particular needs or individual circumstances;
2. reflects the application of professional or expert judgment to the retirement investor’s particular needs or individual circumstances; and
3. may be relied upon by the retirement investor as intended to advance the retirement investor’s best interest; or
The person represents or acknowledges that they are acting as a fiduciary under Title I of ERISA, Title II of ERISA or both with respect to the recommendation.

In addition, the Final Rule closes the previous loophole for “one-time advice,” such that a person will be a fiduciary with respect to a recommendation to roll over assets from a workplace retirement plan to an IRA if the elements of the “investment advice fiduciary” standards described above are satisfied.

The Final Rule is expected to become effective on September 23, 2024, along with changes to related prohibited transaction exemptions (PTEs), except for PTE 2020-02 and PTE 84-24, for which there will be an additional one-year transition period where exemptive relief will require a written acknowledgement of fiduciary status and compliance with impartial conduct standards. Until the effective date, financial institutions and professionals are advised to begin reviewing their current processes and policies and consider what changes are necessary to comply with the Final Rule.

About the Author:

Steph Kramer

Steph joined McKonly & Asbury in 2016 and is currently a Manager in the firm’s Audit & Assurance Segment. Steph audits a broad spectrum of employee benefit plans, including 401(k), 403(b), retirement, profit sharing, health and welfare, and VEBA plans. She also serves on the firm’s Wellness Committee, a group committed to ensuring that firm employees have a variety of outlets to stay healthy, active, and fit.

Prior to joining the firm, Steph was a Supervisor in the Baltimore and Harrisburg offices of an international accounting firm, where she was an integral part of the firm’s employee benefit plan practice.

FREE WEBINAR TO DISCUSS IMPACT OF DOL’S SALARY THRESHOLD EXEMPTION ON EMPLOYERS

May 29, 2024

FREE WEBINAR TO DISCUSS IMPACT OF DOL’S SALARY THRESHOLD EXEMPTION ON EMPLOYERS

Source: PA Chamber of Business and Industry

The U.S. Department of Labor recently issued a ruling increasing the salary threshold required to exempt workers from overtime pay from $35,568 to $43,888 effective July 1; and then to $58,656 by the beginning of 2025, with automatic increases every three years based on wage data.

Join the PA Chamber of Business and Industry for a FREE webinar on Wednesday, June 12, from 10:30 a.m. to 11:30 a.m. to understand what this ruling means for your business; and earn continuing education credits!

McNees Wallace & Nurick attorneys Adam Long and Austin Wolfe will discuss the significant implications that the DOL’s administrative action could have for Pennsylvania employers’ compliance with overtime pay, along with options and next steps you can take to protect your business!

Register here.

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Founded in 1916, the Pennsylvania Chamber of Business and Industry is the state's largest broad-based business association, with its membership comprising businesses of all sizes and across all industry sectors. The PA Chamber is The Statewide Voice of BusinessTM.

5 Emails that Will Grow Your Business

May 29, 2024

5 Emails that Will Grow Your Business

Implementing a lead magnet on your website is crucial for capturing the email addresses of interested visitors, offering them a valuable resource in exchange
An effective email campaign is essential for building trust with potential customers, utilizing a series of welcoming messages to make a memorable impression.
Various types of emails, including introductions, helpful tips, storytelling, objection handling, and sales pitches, are key to nurturing and converting leads.
Storytelling and addressing common objections in emails can significantly enhance engagement and demonstrate your value, leading to stronger customer relationships.
Regularly sending well-crafted emails is better than not sending any, as the only emails that can't engage customers are the ones never sent.

529 words ~ 2 min. read

Not all visitors are immediately prepared to make a purchase. However, a significant number are eager to learn from you. This underscores the importance of having a lead magnet on your website—a complimentary resource, training, or course for which visitors are willing to exchange their email addresses. Unlike social media content, which is at the mercy of constantly evolving algorithms, an email list provides direct communication with both existing and prospective customers.

Creating a lead magnet is key, but it's just the first step. Without a follow-up email campaign, you're missing out on the chance to build trust with potential customers over time.

An email campaign that welcomes new leads with a series of messages gives you a second chance to make a strong impression—or more accurately, a memorable second impression. Each email is an opportunity to make a lasting impact and set yourself apart from the competition.

5 Types of Emails that Work

Here are five email types that work great in a follow-up campaign. And remember: email automation can optimize your sales funnel and help you nurture customer relationships—even make conversions—in your sleep.

Email Introductions: When someone first joins your list, greet them with a personal note, deliver the lead magnet, and explain what they'll get from your emails. Remind them you're a friend, not a spammer. Avoid selling immediately, especially if your emails are part of a sales strategy aimed at building relationships first.

Value-Based Emails: Always ensure your emails offer value. Whether it's resources, tools, tips, book recommendations, or invitations, provide something worthwhile. People engage with brands they trust, so focus on building that trust rather than just staying in touch.

Storytelling Emails: Sharing stories, such as how a client overcame a business challenge, can resonate with your audience. Success stories are effective because they let your audience celebrate achievements and subtly highlight your expertise.

Objection Handling Emails: Address common objections, such as price, by framing your product or service as a valuable investment. If you offer money-back guarantees or promise specific results, include this information here. Adding testimonials can strengthen your argument. Remember, objections might also concern time, convenience, or hassle.

Sales Emails: It's okay to ask for the sale directly if you frame it correctly. Use these emails as an opportunity to convince potential buyers, especially with a special offer. Direct sales emails can be effective when done right.

We all receive emails we ignore. Sometimes we're not interested, or we're too busy. That's email marketing. However, the only emails guaranteed not to be opened are the ones you never send.

The Takeaway

Mastering email marketing is about much more than just sending out blasts to a list of contacts. It's about making meaningful connections through well-thought-out, automated email campaigns that engage, inform, and resonate with your audience.

From the initial introduction to handling objections and making the sale, every email is an opportunity to leave a lasting impression that builds trust and drives engagement. Remember, the emails that go unsent are the only ones guaranteed not to open doors for your business. Start crafting your email series today, and watch as you transform leads into loyal customers.

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The Columbia Montour Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike.

Member News ~ May 24, 2024

May 24, 2024

Member News ~ May 24, 2024

Free Summer Learning Kick-Off Event

Bloomsburg Public Library and the Columbia County Traveling Library are teaming up to bring our communities a fun and free event to launch their cooperative summer learning program. Learn more.

Covered Bridge Photo Contest open until May 31st

May 31st is the LAST day to get your photos in! Spring is a great time to see the bridges. Get rules and regulations and enter here.

Bloomsburg Rotary Served Community Meal

On May 18th the Bloomsburg Rotary families and friends provided 94 chicken dinners to guests at the Wesley Community Meal.

Updated Contact information for PPL

Check out the updated contact information flyer for PPL.

May ReadyPA Newsletter out

The May ReadyPA Newsletter is out with featured articles on Forecasting Fury: Navigating the 2024 Atlantic Hurricane Season; Decoding the Drama: Understanding Hurricane Names and Dam Safety Awareness Day (May 31st).

Camp Victory Director honored at PCT Graduation

Kate Stepnick, Director of Camp Victory, received the Alumni Humanitarian Award at the college’s Friday, May 10, afternoon ceremony. Learn more.

PA Careerlink hosting virtual Employer Seminar

The Stress Solution: Empowering Strategies for a Healthier Mindset May 30, 2024, 2:00 pm – 3:00 pm. This free virtual seminar to explore stress management strategies. Learn to identify stress triggers and implement practical exercises for relief. Click Here to Register. For more information contact: BusinessSolutions@CentralPACL.com

Railroad Pays Honor to Members of America's Armed Forces

The North Shore Railroad Company & Affiliates (NSHR) unveiled and dedicated two of its locomotives on Friday, May 17th. Learn more.

Workshop Series for Nonprofits in Columbia County

As part of the Columbia County Rural Placemaking Innovation Challenge, a series of workshops will be held for nonprofits in May and June. See the flyer for dates and topics, and visit the project website for more descriptions/locations/times. These workshops are free to all Columbia County nonprofit employees, so please share with anyone you think might be interested.

Geisinger Medical Center road relocation project to begin in June

This June, Geisinger Medical Center will begin the first phase of its road relocation project on Medical Center Drive in front of the hospital. The roadwork will happen in multiple phases and is expected to be complete in early 2025. The work is expected to start Monday, June 3, weather permitting. Learn more.

Pennsylvania College of Technology offering Workforce Development Courses

Check out PCT's full listing of Workforce Development Courses happening all year long! Courses include Excel Training and Fundamentals of GD & T.

Upcoming Bucknell SBDC Events

Register today for two events happening in June through the Bucknell SBDC. "Using AI Tools like ChatGPT to Help You Launch and Grow Your Business" will be happening June 11 as a webinar and "Establishing Your Online Presence: Your Business is Official, Now What?" will be an in-person event on June 13th.

CSIU offering SYNCH Training

Community Health Workers are instrumental in increasing equitable access to healthcare in underserved communities across Pennsylvania. The SYNCH CHW Training Program, administered by the CSIU, still has funding for individuals who want to make a difference in the lives of others and are new to the field of community health. Find out more on the SYNCH Program Website or call (570) 246-5902.

PPL Electric Utilities customers to see lower supply charge heading into summer cooling

PPL Electric Utilities customers who don’t shop for electricity supply will see a drop in their supply price starting June 1, 2024. The supply charge is included in the Price to Compare (PTC) and passed along to customers without markup. Learn more.

Central Susquehanna Opportunities hosting two resource fairs

CSO is planning a Resource Fair for both Bloomsburg and Berwick. The Bloomsburg event will be held on Tuesday, May 28th, 9am - 12pm, and the Berwick event on Thursday, May 30th, 11am - 2pm. Please see flyers for more information and coordinator contact information to sign up to participate.

Servpro of Columbia, Montour & Sullivan Counties offering CE classes

5 CE classes will be offered by Servpro of Columbia, Montour & Sullivan Counties. Get the full schedule.

Compassus hosting Health & Wellness Expo at Apollo Point June 12th

Door prizes, Giveaways, and tours will all be apart of a Health & Wellness Expo Compassus is hosting at Apollo Point Apartments. Get more information here.

BOOM Camps happening

Better Orientation Onboarding & Mentoring (BOOM) Camps will be hosted free and online April - July. Get dates, session topics and to register by clicking here.

Celebrate Elizabeth Dowd in her Final Mainstage Performance at BTE

Annapurna will run from May 23rd- June 9th, 2024 at the Alvina Krause Theatre, 226 Center Street, Bloomsburg, PA 17815. This production will honor the illustrious 45 year career of Elizabeth Dowd in her final mainstage performance as full-time company member of the Bloomsburg Theatre Ensemble. Tickets are now available for purchase online at www.bte.org or by calling the Box Office at 570-784-8181

3rd Annual Recovery Picnic Happening June 13

Bringing the community together to uplift and support those in recovery and celebrate the dedication of service providers and community members who make recovery in all its forms possible. Learn more and RSVP here.

MCFCU Hosting Golf Tournament

On Friday, June 21st, 2024, MC Federal Credit Union is hosting its 4th Annual Charity Golf Tournament at Knoebels Three Ponds Golf Course. Learn more about the event.

Covered Bridge & Arts Festival Call for Vendor Applications

The 2024 Application is NOW AVAILABLE for all returning vendors and prospective new vendors. The application is the same whether you are a returning or new vendor. RETURNING VENDORS: please submit as soon as possible to receive priority consideration. The application window for prospective NEW vendors will remain open until JULY 15. Get more details here.

Save the Date for Agapepalooza

Save the Date for Agapepalooza July 20th, 2024. This is a day of free fun for the whole family with activities, local vendors, and food. Learn more.

Stay Connected to the Women's Giving Circle

"On the Bright Side" Sessions will continue on August 15th and November 14th and their Annual Meeting & Grant Presentations will happen July 17th. Learn more about these events and what the Women's Giving Circle is all about!

LCBC hosting annual Global Leadership Summit

For over 30 years, the Global Leadership Summit has been empowering leaders worldwide. LCBC will be hosting this virtual summit at their Columbia - Montour Campus on August 8-9. Learn more.

Leadership Central Penn Now Accepting Applications for Class of 2024-2025

May 22, 2024

Leadership Central Penn Now Accepting Applications for Class of 2024-2025

Looking for a unique and innovative way to educate your employees or yourself on business and community leadership?

Leadership Central Penn (LCP) is a 9-month program, meeting once a month, for individuals in our area to achieve a better understanding of how they can become effective leaders in their positions at work or in their community.

The class of 2024, (pictured), is comprised of area business, healthcare, and nonprofit professionals with an array of geographical, institutional, and economic backgrounds. The curriculum includes visits to area businesses and nonprofits, as well as learning sessions led by HR, training, and community experts. Following completion of their coursework, class members present a completed, small-group nonprofit service project at a formal graduation ceremony held in May. The Class of 2024 served such area nonprofits as The Ronald McDonald House of Danville, The Bloomsburg Children's Museum, and Camp Victory.

To learn more about this flagship program of the Foundation for the Columbia Montour Chamber of Commerce, contact Tonya Smith, Foundation Director at foundation@columbiamontourchamber.com or 570.784.2522 ext 407.

Already made up your mind and ready to apply? Complete an online application today, or download the pdf, here: https://www.columbiamontourchamber.com/foundation-adult-programs/lcp-application/

Lawmakers Rally Behind PA Chamber’s Top Priorities

May 22, 2024

Lawmakers Rally Behind PA Chamber’s Top Priorities

An op-ed published last week in the Allentown Morning Call endorsed several key tax reforms that top the PA Chamber’s priority list.

The piece, written by state Reps. Zack Mako (R-Lehigh), Robert Leadbeter (R-Columbia), and Tom Jones (R-Lancaster), described testimony delivered during legislative hearings, including one hosted at The Columbia Montour Chamber (pictured below), in which various industry representatives urged lawmakers to advance pro-growth proposals, including accelerating the reduction of the Corporate Net Income tax, improving the treatment of Net Operating Losses, and repealing the accelerated sales tax requirement, all of which would go a long way toward improving Pennsylvania’s competitiveness and helping to create family-sustaining jobs.

The Columbia Montour Chamber of Commerce joins the PA Chamber of Business & Industry in applauding these state lawmakers for recognizing the benefits of these pro-growth policies, which have benefited other states’ economies, and for working with the PA Chamber to promote them here in Pennsylvania. You can read their full op-ed here.

Chris Berleth, Columbia Montour Chamber President (center) testifies at the PA House Policy Committee Briefing on Pro-Business Tax Policy.

How to Use AI to Assess Your Competition

May 22, 2024

How to Use AI to Assess Your Competition

Source: CO - by the U.S. Chamber of Commerce
May 22, 2024
Author: Miranda Fraraccio, CO - Contributor

Regardless of their business stage or industry, companies need to observe their competition to gain insights into their strategies and understand how to differentiate themselves. Competitive analysis tools powered by artificial intelligence (AI) make this process easier, especially for time- and resource-strapped small businesses.

According to Bryan Dohmen, Senior Director of Strategy at Hero Digital, answering the basic market and competitive research questions of "who, what, and why" can be done faster and more efficiently when AI is properly applied.

"We can … ultimately get a broader view … of the current state [of the industry, which] allows us to better focus our efforts and develop strategies to take our clients forward," Dohmen said.

5 key areas for AI-driven competitor analysis

Here are a few ways AI tools can help small business owners more effectively assess their competition.

1. SEO and content strategy.

AI tools help businesses optimize their online strategies by analyzing their competitors' search engine optimization (SEO) and content approaches to see how they measure up.

SEMRush uses keyword research and backlink analysis tools, while Moz offers free analysis tools that measure your website's health and uncover areas where your business's content could be improved. Leveraging these tools plus others like Ahrefs and MarketMuse help businesses gain insight into where their SEO strategy could be improved and pinpoint where competitors have the upper hand.

2. Social media monitoring.

Many tools are available to track competitors' social media activity, including the type of content they post, the hashtags they use, and their engagement and success rates.

BuzzSumo, for example, is effective at uncovering competitors' key metrics and identifying which social media strategies have succeeded or fallen short. Sprout Social offers side-by-side comparisons of how your socials measure up to competitors' share of voice, customer sentiment, and more. Crayon helps businesses get ahead by sharing competitor updates and messaging changes.

3. Product and service benchmarking.

AI benchmarking tools make it possible to uncover areas of improvement or differentiation for your product or service relative to your competitors.

Tools like Comparables.ai and platforms with benchmarking capabilities such as Similarweb enable small businesses to compare their product or services directly with their competitors’ offerings. Meanwhile, Watchful focuses on user performance compared to industry benchmarks.

4. Sentiment analysis.

Sentiment analysis tools use natural language processing to uncover positive and negative emotions behind customer feedback in reviews, social media posts, or surveys.

Tools like Brand24 can be useful for businesses that want to gauge public customer reactions to their competitors and identify those companies' weaknesses. For example, if a competitor launches a new product, sentiment analysis makes it possible to see how the market has received it in real time.

Other tools on the market, including ReviewTrackers and Permutable, can help provide similar competitive intelligence.

5. Technology and innovation scouting.

AI tools can provide insights to help your business stay on the lookout for opportunities for innovation.

Tools like Crunchbase can help to track new startups that may be making big strides in the industry, while CB Insights and Traction Technology can be effective for gaining market intelligence on emerging technologies.

Business owners can use this information to make strategic decisions for their operations, mitigate risk, identify growth opportunities, and pinpoint areas to surpass competitors in service or product quality.

Tips for leveraging AI in competitor research

If you're just getting started with AI tools for researching your competitors, Dohmen offered a few helpful tips to get the best results.

Identify broad trends quickly, then spend your time digging deeper. Dohmen noted that generative AI platforms can be helpful for a preliminary "industry scan" of major players, as well as gleaning the general head and tailwinds your industry is facing. From there, he said, you can invest more time researching and going deeper into the context of those broad trends.
Take a "safety first" approach. As AI technologies and the regulations surrounding them continue to evolve, Dohmen advised businesses to comply with internal and client policies around the use of tools like ChatGPT. Additionally, he recommends a "safety first" approach and not sharing any privileged or nonpublic information.
Verify your results. Don't take AI results at face value; Dohmen said results should be verified before using them to make decisions. "We view the content and insights that we get [from AI] as a starting point to be refined by seasoned professionals," he said.

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CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation. CO—is committed to helping you start, run and grow your small business. The Columbia Montour Chamber of Commerce is a long-time member of the U.S. Chamber Federation, and many benefits of U.S. Chamber membership, including resources such as CO—, extend to you through your Columbia Montour Chamber membership.

Economic Impact Study, Arts and Culture Alliance to be Revealed

May 22, 2024

Economic Impact Study, Arts and Culture Alliance to be Revealed

Your Chamber isn't the official "host", (so you won't register on the Chamber website) but we'd love to see you just the same!

On June 20, we'll be supporting a free networking event at The Hub at Mulberry Mill 160 W. 6th St. Bloomsburg, called "Let's Love Art!: Creating Community and Enriching our Economy", which is a networking event for artists, arts, and culture organizations, businesses, and municipalities.

The event will take place from 4:30 pm to 6:30 pm and will feature the release of a brand new economic impact study and guests will learn about resources and opportunities available through a new regional arts and culture alliance.

Refreshments will be provided, including sangria served by Freas Farm Winery. For more information or to register, visit ourplacecolumbia.com or contact Jessica Aviva, Ph.D. at (484) 225-4929 or jdreistadt@hailstoneeconomic.com.

This event is a joint effort of the Columbia County Placemaking Initiative, Columbia Montour Chamber of Commerce, and Columbia Montour-Visitors Bureau.

“The Columbia-Montour Visitors Bureau believes that art shapes both the spirit and vitality of a community,” said David “Otto” Kurecian, CMVB Executive Director. “By showcasing the works of our local artists, we highlight the cultural assets of our region, and foster an appreciation of both our communities and our heritage.”

This project is being coordinated through a cooperative agreement between the U.S. Department of Agriculture-Rural Development and Hailstone Economic, a small, woman-owned community and economic development firm based in Scranton, PA.

10 Innovative (and Cost-Free) Strategies to Grow Your Small Business

May 22, 2024

10 Innovative (and Cost-Free) Strategies to Grow Your Small Business

Leverage word of mouth by encouraging satisfied customers to share their experiences and offer referral incentives.
Form strategic partnerships with businesses that align with your values for mutual growth and community building.
Share your unique business story at local events and on your website to connect with your audience and stand out.
Start a blog to improve SEO, establish authority, and drive organic traffic with engaging industry-related content.
Appear as a guest on podcasts to increase visibility and attract new customers interested in your expertise.
Offer free resources or samples to generate goodwill, attract new customers, and encourage sharing within their network.
Use YouTube to answer FAQs, establishing your expertise and driving traffic to your website through informative videos.
Engage on social media with regular, quality content and interactions to build a loyal following and stay on top of trends.

770 words ~ 4 min read

Growing a small business can often seem daunting, especially when you don’t have the same marketing budget as large corporations. However, it's a mistake to think that you can't afford to market your business effectively. There are numerous creative and budget-friendly ways to attract new customers, build your brand reputation, and grow your business. Here are 10 innovative strategies to help you achieve just that.

1. Build Reputation with Word of Mouth

One of the most powerful and cost-effective ways to grow your business is through word of mouth. Encourage your satisfied customers to share their positive experiences with their friends and family. You can amplify this by offering referral incentives or simply by providing exceptional service that people will naturally want to talk about. Remember, a personal recommendation can be far more impactful than any advertisement, and this goes for online reviews as well. If you don't already have a Google Business profile, start here and invite happy customers to share their experiences online.

2. Use the Buddy System

Forming strategic partnerships with other businesses that share your values or passions can be mutually beneficial. For instance, if you own a boutique bakery, partnering with a local coffee shop can provide cross-promotional opportunities. You can become referral partners, promoting each other’s services to your respective customer bases. This not only enhances your exposure but also builds a sense of community among local businesses.

3. Magnetize Ideal Customers with Your Story

Every business has a unique story, and sharing yours can create a strong connection with your audience. Consider speaking at local events, including your story on your website, or sharing it with local business influencers. Not only does this humanize your brand, but it also makes your business more memorable and relatable to potential customers.

4. Increase SEO with a Blog

Creating a blog is an excellent way to help Google find your business and drive organic traffic to your website. By consistently publishing valuable content related to your industry, you can improve your search engine ranking and establish yourself as an authority in your field. Topics could include industry news, how-to guides, and insights into your business operations. Engaging content will keep readers coming back and encourage them to share your posts with others.

5. Reach New Audiences as a Podcast Guest

Podcasts have become incredibly popular, and being a guest on one can significantly boost your visibility. Find podcasts that align with your industry or target audience and reach out to the hosts with a pitch about why you would be a great guest. Sharing your expertise and experiences can attract new customers who are interested in what you have to offer. If podcast guesting interests you, check out these tips on how to get an invitation.

6. Help Customers Try Before They Buy

Offering free resources or samples is an effective way to attract new customers and generate goodwill. This could be anything from downloadable e-books, templates, or trial products. Giving people a taste of what you offer can lead to increased sales and a loyal customer base. The best way to do this online is to create a lead magnet and follow-up email sequence, allowing you to grow your relationship with each new prospect and stay in touch when you have new products or promotions. Your website may already have this built-in feature and additional, affordable software can be layered to give you this competitive advantage.

7. Make FAQ a Content Strategy

YouTube is a powerful platform for reaching a wide audience. Create videos answering frequently asked questions about your industry or products. This not only positions you as an expert but also provides valuable content that can drive traffic to your website. Engaging, informative videos are more likely to be shared, increasing your brand’s visibility.

8. Build Your Brand on Social Media

Social media platforms are invaluable tools for small businesses. Use them to engage with your audience, share updates, and promote your products or services. Regularly posting high-quality content, such as behind-the-scenes looks, customer testimonials, and industry tips, can help build a loyal following. Don’t forget to interact with your followers by responding to comments and messages promptly. If you're just getting started, HubSpot offers these tips and resources to help small businesses make the most of their time on social media.

9. Develop Trend Awareness

Staying current with industry trends can give your business a competitive edge. Follow industry blogs, subscribe to newsletters, and keep an eye on social media to see what’s trending. By incorporating relevant trends into your marketing strategy, you can stay ahead of the curve and attract customers looking for the latest and greatest in your industry. The U.S. Chamber of Commerce offers these seven small business marketing trends to watch in 2024.

10. Become a Go-To in Your Community

Being actively involved in your local community can significantly enhance your business’s reputation and visibility. Attend local events, sponsor community activities, and collaborate with other local businesses. Being known in your community for what you care about and what you do can create a strong, positive association with your brand.