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What is a High Performance Team?

December 13, 2023

What is a High Performance Team?

Source: McKonly & Asbury

However, studies showed that although 96% of teams reached their minimum goals for the year, only 30% exceeded their aspirations and were considered “high performing.”

It should come as no surprise that the values and principles of any company are ultimately reflected in the behaviors of its workers. So, if you want to create a high-performance culture, you need to make sure company leadership is actively and consistently displaying the behaviors desired from its members.

Benefits of High-Performance Team Culture

If such a high percentage of teams are achieving their goals, why bother to change major aspects of your company to exceed expectations? The benefits of having a high-performing culture are many and can be clearly seen.

  • Mercer writes that high-performing HR teams are able to align their work with the business goals more often (66% of the time) than low-performing teams (only 16% of the time).
  • The Economist Intelligence Unit on behalf of Lucidchart found that things can go south quickly when there is poor communication or miscommunications between teams. Their study shows that communication breakdowns result in increased stress, delays or incomplete projects, low morale, not hitting goals, and—especially important—many lost sales totaling millions of dollars.
  • According to Gallup, engaging team members in their work results in 41% lower absenteeism, 17% higher productivity, and 21% higher profitability. Clearly, having engaged employees who work well on teams can be a true benefit in more ways than just meeting performance goals.

Characteristics of a High-Performance Team

As part of the recent Dale Carnegie study on teamwork, seven key areas were identified that reflect the need to know what a high-performing team culture looks like before we can build one ourselves. High-performing teams…

  • Have a clear vision and goals.
  • Require leaders who align with employee perceptions.
  • Reflect higher levels of team satisfaction among its members.
  • Communicate well with each other.
  • Adapt to changing situations.
  • Cross-train and collaborate with a deeper understanding of everyone’s role.
  • Utilize technology in a supporting role.

In addition, a common thread between these areas and a significant difference between high-performing teams and others were that high-performing teams had extensive opportunities for learning and development.

As you can see, these aspects are top-down issues to be addressed.

How to Create a High-Performance Culture at Work

Thus, creating a high-performance culture from a lower-performing one means change is afoot and, as with all change efforts, it doesn’t happen overnight. Leadership’s influence and effectiveness, as well as desired employee behaviors and attitudes, won’t change with the snap of your fingers. To support better performance, executives, managers, and leaders of all kinds need to set an example and model the teamwork, communication, and creativity they want to see in their teams and, over time, teams will respond.

Recognizing the uniqueness of our organizations, the way a high-performance culture manifests in each company can be radically different as varying cultural elements may be suited for one situation over another. Wherever your starting point, here are some key steps to consider as you take aim toward creating a high-performance team culture.

  • Reach a Goal: High-performing teams (i.e. those that exceeded goals) had a clearly set goal in mind. Ensure your teams have a clear direction and collectively understand what they are working toward, allowing each to identify how their knowledge and skillsets best contribute to crossing the finish line.
  • Achieve Alignment: As leaders often have a different view of key team aspects than those reflected by the members, it is important to make sure everyone ends up on the same page. In the end, a high-performance team needs leaders and team members who have a collective understanding surrounding various aspects that impact team satisfaction and team culture. This doesn’t mean agreeing all the time, but it does mean that leaders need to be open to understanding member experiences and viewpoints in an effort to create common ground from which the team can build – avoiding an “us versus them” mentality.
  • Empowered Employees: For employees to be truly creative, they need to be free to utilize the knowledge and talents they were hired for. Empowering employees can release them from the fetters that can inhibit them from making any autonomous decisions or moves. To create a pathway toward a high-performing team, set your sights on expanding employee and team empowerment.
  • Continued Learning: Employees and teams who receive training and development perform much better than those whose access to those opportunities are limited. In the ever-changing business environment, new or enhanced skills and knowledge, such as those surrounding AI, will be key for companies to remain competitive and support employee growth opportunities – a significant influence in the development of high-performing teams.

Developing a high-performance team culture can be daunting, especially considering the prevalence of hybrid and virtual teams.


As an owner of the Dale Carnegie Mid-Atlantic franchise, McKonly & Asbury is able to offer an extension of services to our clients and friends of the firm, expanding our expertise in the areas of leadership, team building, and people development as Dale Carnegie offers programs in leadership, management development, customer engagement, service, sales, communication, and more.

7 Powerful Strategies for Aligning Your Team with Your Vision and Values

December 13, 2023

7 Powerful Strategies for Aligning Your Team with Your Vision and Values

  • The success of a small business hinges on having a cohesive team that shares their company's vision and values.
  • Seven strategies are outlined to help align the team with the company's vision and values: communication, lead by example, setting expectations, fostering open communication, collaborating, holding regular meetings, and celebrating successes.
  • Implementing these strategies can create a happier workplace while boosting customer satisfaction and fostering business growth.
  • A cohesive team that shares a common purpose is key for achieving long-term success as a small business owner.

633 words / 2.5 min. read

As a small business owner with employees, your success hinges on having a cohesive team that shares your company's vision and values. As a leader, it is crucial to ensure that your team members not only understand the purpose of your organization but also feel motivated to work towards achieving its goals. Read on to discover seven impactful strategies that will align your team with your company's vision and values. By doing so, you can cultivate a workplace that is not only happier and healthier but also boost customer satisfaction and foster sustainable business growth.

Seven Ways to Achieve Team Alignment

#1 Communicate your vision

Does your team know the vision? When employees understand and buy in to the company’s vision big things happen. Humans are wired for purpose. Including employees in the big picture enhances belonging and a sense of meaning. Communicating your vision clearly and regularly is important to ensure everyone is aligned with your goals. Need inspiration? The Business Journals Leadership Trust offers these nine ways to communicate your vision effectively and regularly to your teams.

#2 Lead by example

As a leader, you must embody the values that you want your team to exhibit. Anna Stella, founder of BBSA, a global marketing agency, told Forbes that alignment happens when bosses and managers adopt a servant leadership approach, “Instead of just hanging that vision on the wall, they should go around regularly reminding people of that vision to help them connect the dots daily.”

#3 Set clear expectations

Promote transparency by setting clear expectations for your team. This includes job descriptions, KPIs, and performance metrics that align with your vision and values. This clarity helps your team understand the connection between their performance and the overall company mission.

#4 Foster a culture of open communication

Encouraging honest and open communication does more than create a conducive environment for dialogue and sharing ideas. It also fosters a sense of unity and a belief that we’re all in it together. According to Ashwin Demera, who spearheads business strategy and expansion for Emeritus, leaders are responsible for ensuring communication reflects company values: “As leaders, it's so important to set the tone and create an open space. Listen deeply, reflect thoughtfully and reiterate values regularly at all-hands meetings.”

#5 Promote collaboration

Encourage collaboration with cross-functional teams working towards common goals. It breaks down silos and promotes a shared sense of purpose, especially for remote teams. Matt Masiello, Chief Marketing Officer of BabyBuddha, advises patience when starting cross-collaboration, despite its initial messiness. The results are worth it, as it enables companies to pursue bigger, more complex projects aligned with the bigger vision.

#6 Hold regular team meetings

Regular team meetings are a great way to discuss progress, challenges, and align with the company mission. Connecting team goals to the bigger picture helps employees see how individual wins contribute to collective success. Harvard Business Review reminds leaders that emotional buy-in occurs when leaders explain the 'why' behind objectives and tailor messages for specific teams.

#7 Celebrate successes

Celebrating team wins and milestones provides recognition and reminds employees that you are on track with your vision. Taking time to commemorate victories on any scale fosters a sense of company pride and a feeling of purpose. Not every celebration requires goal setting and advanced planning. Many employees would be delighted by an impromptu catered lunch or paid time off for accomplishing an important goal.

The Bottom Line

By aligning your team with your company's vision and values, you can create a happier and healthier workplace while driving customer satisfaction and sustaining business growth. Implement these strategies to foster cohesion, open communication, and collaboration among your team members. Remember, a cohesive team that shares a common purpose is the key to achieving long-term success as a small business owner.

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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 – December 13, 2023

December 13, 2023

Member News – December 13, 2023

Columbia Montour AVTS Survey

Columbia-Montour AVTS wants to help your company attract, retain, and inspire its workforce by using education as a strategic advantage. They are teaming up with Dream2Career and GAR Associates to bring your organization innovative solutions in training and development. Please complete a 5-min survey to help them better understand your training and development needs.

Pennsylvania College of Technology Offering EMT Course

An Emergency Medical Technician course, beginning the week of Jan. 8 and running through early May, will be offered at three locations by Workforce Development at Pennsylvania College of Technology. The schedule is flexible, with in-class sessions from 6 to 9 p.m. twice a week. Seating is limited and the registration deadline is 1 p.m. on December 15. Learn more about this course.

Agape End of the Year Sale

Agape is hosting an end of the year inventory blowout yard sale on December 16th, 9:00 am - 2:00 pm. Check out the flyer or visit their Facebook page for more details.

2023 Small Business Advantage Grant Application Now Open

he 2023-2024 Small Business Advantage Grant Program is currently open.  Project work completed on or after July 1, 2023 will be considered for funding. The application period will close when funding is exhausted or March 22, 2024, whichever occurs first. Learn More.

North Shore Railroad's 20th Annual Toy Drive Most Successful Yet!

On Saturday, November 18th, and Sunday, November 19th, The North Shore Railroad hosted NARCOA speeder drivers on their North Shore Railroad (NSHR) and Union County Industrial Railroad (UCIR). This was the 20th year the railroad collected along the NSHR, and it was the 5th year the railroad collected along the UCIR. The result of the drive this year was $4,576 raised and more than 1,900 toys and books collected.

Nominations for PA Teacher of the Year

Pennsylvanians are encouraged to nominate their favorite teacher to be the Commonwealth’s 2025 Teacher of the Year by Friday, Dec. 15. Nominate your favorite teacher here.

BTE announces Winter Theatre School Workshops

From Puppets to Make-up to Stage Combat and more, Bloomsburg Theatre Ensemble announces its winter theatre school workshop line-up with one day Saturday classes for all ages! Get full schedule and class information.

VITA Volunteers Needed

The Susquehanna Valley United Way is looking for volunteers for their annual Volunteer Income Tax Assistance (VITA) program.  Learn more.

The Nicholas Wolff Foundation Announces a New Director

The Nicholas Wolff Wolff Foundation, Inc. (also known as Camp Victory) Board of Directors is pleased to announce Kate Stepnick as the Foundation’s new Executive Director, effective April 1, 2024. Learn more about Kate!

Federal Tax Update Webinar December 14th

McKonly & Asbury will be presenting a webinar on Federal Tax Update & Considerations for the Expirations of the Tax Cuts and Jobs Act on December 14 at 2:00 pm.  Attendees will gain insight on the following, a better understanding of federal tax policy, how Congress makes decisions on income taxes, and how these decisions will affect you and your company. CPE credit is available. Register today!

Arrive Home Safe for the Holiday Season!

As we approach the holiday season, many people are hitting the road to see family and friends. There are a lot of ways you can reduce the chances of becoming a crash statistic and ensure the holidays are filled with (mostly) warm memories. Check out the Ready PA 10 Musts for Winter-Driving Tip Sheet.

Cash and Carry X happening now

The Exchange's annual Cash and Carry show featuring more than 530 pieces by close to 250 artists is happening now through December 29th.  Learn more about this unique art experience. 

Community Giving Foundation Announces Promotion

Karri Harter, who joined the Foundation staff in 2015, was recently promoted to the position of Grant and Scholarship Administrator from her previous role as Program Associate. In her new position, Karri will manage all aspects of the grantmaking and scholarship processes at the Foundation while stewarding relationships with fundholders, nonprofit organizations, and other community stakeholders.

Free No Cost Electrical Safety Training Available

IMC, in partnership with The Manufacturers’ Association, is bringing No-Cost Electrical Safety Training for General Industry to Central PA. Learn more.

Pennsylvania Department of Drug and Alcohol Programs Announces Listening Sessions

DDAP Listening Sessions hosted by CMSU and West Branch Drug & Alcohol. This is a great opportunity to lend our voices to an important conversation.  The Columbia County session will be on December 15th and the Montour County session will be on January 2nd.  

CSO accepting RFP for Services

Central Susquehanna Opportunities, Inc. (CSO) will receive proposals for Human Resource Consultant/Firm services. The RFP is intended to seek proposals from qualified Individuals/Companies to oversee and manage our IT Network and security Upgrades/Services and Maintenance for a contract to begin on or around January 1, 2024. Learn more.

New Member Highlight – Grandview Nursing and Rehabilitation

December 6, 2023

New Member Highlight – Grandview Nursing and Rehabilitation

Grandview Nursing & Rehabilitation is committed to providing the highest level of treatment, compassion, and service to its patients and residents by delivering comprehensive specialty care tailored to each person’s individual needs.

They strive to continually foster the progress of each person towards their maximum level of physical, mental, social, and spiritual functioning in a warm, attentive state-of-the-art environment that emphasizes the importance of engaging family members in the recovery and nursing care of their loved ones. Rooted in family and compassion, they focus on their residents’ individual needs and preferences and design personalized medical care plans to accommodate them.

Their center features a constant physician presence and specialists round regularly, assuring our residents of quality on-site medical care. In addition, they have their own diagnostic equipment allowing them to treat their residents in-house – avoiding the need to transport them elsewhere for testing… and for residents who require dialysis, Geisinger’s Dialysis Center is only 200 yards away.

Renowned in the community as a leading nursing home serving Montour County for close to four decades, Grandview’s experienced long term care nursing staff is committed to providing the highest quality care with compassion and dignity.

In their warm and family-like environment, their team of caregivers provides round-the-clock skilled nursing care while lovingly addressing each patient’s overall wellbeing and individualized needs. This all-encompassing approach fosters greater self-esteem and independence, and improved quality of life.

Learn more about Grandview Nursing and Rehabilitation.

Member News – December 6, 2023

December 6, 2023

Member News – December 6, 2023

Member Holiday Happenings

Pennsylvania College of Technology Offering EMT Course

An Emergency Medical Technician course, beginning the week of Jan. 8 and running through early May, will be offered at three locations by Workforce Development at Pennsylvania College of Technology. The schedule is flexible, with in-class sessions from 6 to 9 p.m. twice a week. Seating is limited and the registration deadline is 1 p.m. on December 15. Learn more about this course.

2023 Small Business Advantage Grant Application Now Open

he 2023-2024 Small Business Advantage Grant Program is currently open.  Project work completed on or after July 1, 2023 will be considered for funding. The application period will close when funding is exhausted or March 22, 2024, whichever occurs first. Learn More.

Nominations for PA Teacher of the Year

Pennsylvanians are encouraged to nominate their favorite teacher to be the Commonwealth’s 2025 Teacher of the Year by Friday, Dec. 15. Nominate your favorite teacher here.

VITA Volunteers Needed

The Susquehanna Valley United Way is looking for volunteers for their annual Volunteer Income Tax Assistance (VITA) program.  Learn more.

Federal Tax Update Webinar December 14th

McKonly & Asbury will be presenting a webinar on Federal Tax Update & Considerations for the Expirations of the Tax Cuts and Jobs Act on December 14 at 2:00 pm.  Attendees will gain insight on the following, a better understanding of federal tax policy, how Congress makes decisions on income taxes, and how these decisions will affect you and your company. CPE credit is available. Register today!

Cash and Carry X happening now

The Exchange's annual Cash and Carry show featuring more than 530 pieces by close to 250 artists is happening now through December 29th.  Learn more about this unique art experience. 

Free No Cost Electrical Safety Training Available

IMC, in partnership with The Manufacturers’ Association, is bringing No-Cost Electrical Safety Training for General Industry to Central PA. Learn more.

SEDA-COG Retirement Announced

Congratulations to Kristen Moyer on her retirement from SEDA-COG.  She served for 32 years and her last day will be December 31st.  We wish Kristen the best as she moves into this new season of life!

CSO accepting RFP for Services

Central Susquehanna Opportunities, Inc. (CSO) will receive proposals for Human Resource Consultant/Firm services. The RFP is intended to seek proposals from qualified Individuals/Companies to oversee and manage our IT Network and security Upgrades/Services and Maintenance for a contract to begin on or around January 1, 2024. Learn more.

Columbia Montour Vo-Tech Culinary and Horticulture Program's Christmas Fundraising Sales

The Columbia Montour Vo-Tech Culinary Department is hosting a Christmas Bake sale and the Horticulture Department will be selling wreaths, window swags, cemetery logs, and more. Learn about both sales.

Small Business Administration Accepting Nominations

Nominations for the 2024 National Small Business Week Awards are being accepted through December 7th at 4:00 pm.  Take a look at all the categories and nominate a business here.

Geisinger Recognized as Top Employer by Military Organizations

Geisinger has been recognized as a top employer for its continued support of military veterans and active service members with two recent designations. Read more.

Costumes, TV Specials, and the Chamber Code of Conduct

December 6, 2023

Costumes, TV Specials, and the Chamber Code of Conduct

A holiday message from Chris Berleth, President, Columbia Montour Chamber of Commerce

 

“…and on earth peace, goodwill toward men.”

Costumes

Homemade Charlie Brown costumes never looked so good as the Berleth clan pulled off this Halloween.

The Berleth family Halloween costumes were inspired by the Peanuts Gang (The little red-haired girl, Charlie Brown, Snoopy, Linus, and Lucy) and got us thinking about peace and goodwill this holiday season.

For our family, it’s been a tradition for several years to draw inspiration from family-friendly cartoons, old movies, and more as we make (mostly my wife makes) homemade Halloween costumes.  There are only two rules: we must all agree on the final costumes, and we try to keep it as affordable as possible.  It’s an admittedly ridiculous (but fun) endeavor, as we do Halloween “the country way”, calling neighbors, family, and friends to make a total of eight stops on Halloween night and get boatloads of candy.  (Hats off to all of our communities and businesses who host trunk or treats, community nights, and more, but we’re not quite ready for that yet!)

Truly, the fun of the process is the preparation, as it becomes a little bit theatrical and includes such silliness as character accents, walk-up music, and staged photos. This year, the decision to portray the Peanuts gang means that we’ve been watching old TV specials and holiday movies since April.

I know what you’re thinking - with Thanksgiving now over and just one week to go until the Chamber’s Holiday Open House, you might be wondering why I’m telling Halloween stories.

You might also be wondering how this personal rabbit trail relates in any way to the Chamber.  Bear with me.

TV Specials

Still riding the excitement from Halloween and play-acting as Snoopy and Linus, my boys recently turned on “Merry Christmas, Charlie Brown”.  Mouthing along to most of the special, Remy (Linus) stood up, and in response to Charlie Brown’s tantrum, “Does anybody know the meaning of Christmas”, he said alongside Linus the entire quote from Luke 2, ending with “…and on earth peace, good will toward men”.  What struck my son as profound struck me too.

Regardless of religious belief or the source of the quote, there’s a place for “peace and goodwill” at the Chamber.  It seems that making our community a great place to live, work, and play and meeting our mission is wrapped up in it.  As we develop and support vibrant and sustainable communities in Columbia and Montour Counties, we build goodwill and our efforts to promote civility in advocacy are our efforts to spread peace.

Thank-you

As I pondered these things, gratitude filled my mind and heart for all that’s transpired this year, thanks to you, and all of our members.

In 2023, we’ve welcomed, hosted, and engaged new leaders in our community – State Senator Lynda Schlegel Culver, and Representatives Michael Stender and Robert Leadbeter.  We’ve held candidate forums for the Commissioners in Columbia and Montour Counties.  Advocacy efforts from your Chamber translated to a policy victory in the extension of tele-file at the state level, new health and wellness initiatives across the region, the support of broadband expansion opportunities, and regional transportation improvements.  We’ve supported the work of our downtown organizations and worked closely with school districts to improve the talent pipeline through our Foundation.  Your Chamber loaned $10,000 to a small business through the Chamber’s low-interest loan fund and celebrated the successes of past loan recipients as they’ve transformed their businesses. We’ve engaged with more members than ever through our Chamber Ambassadors and the #MeetTheMembers campaign, and we worked closely with the Columbia Montour Visitor’s Bureau and Victor Koons Graphic Design to produce an excellent image book for our region.

As we’ve promoted the Chamber’s Code of Conduct, we’re particularly thrilled to have received a signed copy of it back just last week from the Maria Joseph Continuing Care Community.  (Thank you to Ted Spotts and the team at Maria Joseph for your commitment to a better business community.)

There’s a lot to be grateful for, isn’t there?

This holiday season, between the niceties of community events like our Holiday Open House, and the annual, frantic, last-minute shopping, please know that your membership in the Chamber is much bigger than the events that you may or may not be able to attend.  Rather, your support allows us to do great work for peace, goodwill, and a better business community.

Chamber Code of Conduct

Beyond receiving my thanks on behalf of all of our members, let me conclude with this request: please pause for a moment and consider encouraging the nonprofit boards you sit on, the businesses you lead, and the governments with whom you work to sign our pledge – that our conduct in the public arena is fit for the innocence of the Peanuts gang, and Linus’s understanding of the meaning of the season – good will toward men.

To adopt the Code of Conduct for your organization, download it here.

5 Biggest Challenges Small Businesses Face Right Now

December 6, 2023

5 Biggest Challenges Small Businesses Face Right Now

Source: CO- (a publication of the U.S. Chamber of Commerce)

As small business owners take stock of their performance metrics and look forward to the year ahead, many are feeling more optimistic than in the past. The most recent MetLife and U.S. Chamber of Commerce Small Business Index recorded record-breaking optimism among small business owners about the future. However, concerns remain about the economy, the labor market, and managing supply chain issues related to global events. These are the five challenges keeping small business owners up at night.

Inflation

Rising inflation isn’t just an issue for consumers — it’s one of the biggest challenges for small business owners, too. Inflation disproportionately impacts small businesses, which have less leverage when it comes to buying power compared to their larger competitors.  “Nearly 80% of small business owners say their expenses have increased by 6% or more, according to Chase’s Midyear Business Leaders Outlook,” reported Yahoo Finance. “In response to higher costs, raising prices on products and cutting expenses top the list of ways entrepreneurs are trying to limit the effects.”

For many small businesses, inflation has eroded already thin profit margins. Mama Moore's Gourmet Popcorn Founder Debra Moore told Yahoo Finance that inflation has forced her to pay 200% more for some of her essential ingredients. Many are turning to additional financing to fuel growth and stay operational.

Access to credit

Speaking of additional financing: A survey by Goldman Sachs found that more than three-quarters of small business owners are concerned about their ability to access capital. “Just a year ago, 77% of respondents said they were confident about their access capital. Now the tables have turned, with the same percentage citing concern,” reported the investment bank.

The challenge of accessing credit is tied to rising interest rates as well as banking stress resulting from regional bank closures. Small businesses disproportionately rely on smaller banks—and this year, the failures of Silicon Valley Bank and Signature Bank caused many small businesses to lose their source of funding. The closure of these regional banks put stress on the entire banking system, so even small business ventures that didn’t patronize Silicon Valley or Signature banks have felt the impact of this turmoil.

Rising interest rates

Compared to last quarter, small businesses are less concerned about interest rate hikes, according to the Small Business Index. Nevertheless, rising interest rates remain a top challenge for small businesses today.

“Rising interest rates are causing some in the small business community to say they are seeking out financing more earnestly,” wrote Thaddeus Swanek, Senior Writer and Editor at the U.S. Chamber of Commerce. “Three in four small businesses (76%) say that rising interest rates are limiting their ability to raise capital or financing for their business. The spike is also stunting growth, as 50% of small businesses report that they have delayed plans to grow their business due to rising interest rates.”

Inflation, rising interest rates, and access to credit are three facets of the same problem: Small businesses are struggling to get the fuel they need to grow sustainably. It’s a challenge, however, that many feel will ease going into the new year.

Hiring and employee retention

These economic pressures are making it difficult for small businesses to keep their best talent onboard and continue attracting new hires. The Q3 2023 Small Business Index found that “[o]ver half of small businesses (56%) say it is challenging to keep up with their employees’ salary expectations or demands.”

Likewise, companies that are trying to hire are struggling to fill open roles. A CNN Business survey reported that small business owners had trouble filling job openings, a consistent challenge that’s been historically very high since the beginning of the year.

“SMBs, which employ only up to 1,000 people, typically have much smaller margins than big-box companies,” explained Capterra. “It’s harder for mom-and-pop retailers to compete for workers against Fortune-500 counterparts that advertise attractive pay and benefits, let alone weather the costs of attrition in the first place.”

Supply chain disruptions

Finally, supply chain delays that originated from the pandemic continue to be a challenge for some small businesses. In 2023, 23% of small businesses said supply chain issues are a top concern.

While larger enterprises have found ways to work around blockages in their supply chains, small business owners don’t have the same financial flexibility. Experts say that economic conditions, rising inflation, and global tensions in places like Ukraine and China will continue to create challenges for small business supply chains through to 2024.

Small businesses that have switched to domestic suppliers have already found relief. “Though they may charge more than their overseas counterparts, you may be able to eliminate most of the logistical issues that come from shipping products halfway around the world and actually get your products,” reported Nav.

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CO— is a publication of the U.S. Chamber of Commerce that aims to bring you inspiration from leading respected experts. Before making any business decision, you should consult a professional who can advise you based on your situation. CO—is committed to helping you start, run, and grow your small business.  The Columbia Montour Chamber of Commerce is a proud member of the U.S. Chamber.

5 Content Marketing Strategies for Small Business Owners

December 6, 2023

5 Content Marketing Strategies for Small Business Owners

Summary

  • Small businesses can benefit from content marketing as a way to attract and engage customers.
  • Define your ideal customer's needs, motivations, and behavior patterns to tailor content.
  • Create content that provides solutions to problems and helps achieve goals.
  • Incorporate a call-to-action into your content, such as lead magnets or promotions.
  • Email marketing is an essential component of content marketing; personalize emails, segment subscribers, and include CTAs.
  • Track key metrics and adjust strategies accordingly for greater success in reaching and engaging customers.

640 words / 2.5 min. read 

5 Content Marketing Strategies for Small Business Owners

 

As a small business owner, you already know the importance of marketing for business growth. Content marketing is an excellent strategy to connect with your target audience and expand your reach. However, creating all the necessary content can be overwhelming. In this article, we'll share five valuable content marketing tips to enhance your online presence, attract new customers, and achieve your business goals.

Define your audience

To develop a successful content marketing strategy, start by clearly identifying your target audience. Understanding the needs, challenges, and aspirations of your ideal customers will enable you to create content that resonates with them. StoryBrand, renowned for its marketing education for small businesses, offers a comprehensive 7-part framework that small businesses can leverage to enhance their content marketing efforts. Take advantage of their complimentary tool available here.

After considering your customers' problems and how your products solve them, categorize your ideas into pillar content. For instance, if you have a destination business selling handmade ice cream, your content can revolve around family, natural ingredients, and original flavors. Similarly, for financial consulting, your pillar content can include retirement, college savings, and debt freedom.

Create Value-Based Content

Once you have defined your audience, it is time to create valuable content that will engage, educate, and even entertain. Your content should provide solutions to your customers' problems and help them achieve their goals. Value-based content might be a blog, video, or infographic. Make sure your creativity matches your chosen pillar content and consider batching your work, rather than waiting for inspiration to strike. Hubspot offers a variety of free content creation tools. Find inspiration and get organized with one of their helpful guides.

Integrate a Lead Magnet 

Your hard work deserves a reward. When it comes to content marketing, the next step is often more free content or a lead magnet. A lead magnet is a complimentary piece of content or promotional offer that’s given in exchange for someone’s email address. When done right, your lead magnet kicks off your sales funnel. It’s common for a series of three to five automated emails to accompany your lead magnet and build toward a paid offer. Learn more about creating a clickable lead magnet with these five rules.

Turn Up Your Email Marketing 

Expanding your email list through content marketing is a wise investment for small businesses. Unlike the unpredictability of social media algorithms, email provides a direct connection to your customers. Cultivate your list with valuable email content, especially if you regularly publish new material on your blog. When you have a new service or promotion to share, email becomes a vital tool in your sales strategy. To maximize the potential of email marketing, ensure that your emails are personalized, segment your list based on interests and behaviors, and include a clear call-to-action.

Adjust Your Content Marketing Based on Real Results 

Measuring the success of your content marketing efforts is crucial for understanding the impact and effectiveness of your strategies. By tracking key metrics such as website traffic, engagement rates, conversion rates, and customer feedback, you can gain valuable insights into the performance of your content. Take time to measure, analyze, and adapt your content marketing efforts to achieve greater success in reaching and engaging your audience. For a beginner’s guide to tracking key marketing metrics, check out this resource.

The Takeaway 

Content marketing can be a powerful tool for small businesses to attract new customers and build brand awareness. By defining your audience, creating valuable content, building your email list, optimizing your email marketing, and measuring your success, you can develop a strategy that works for your business. Remember that content marketing is a long-term investment, and it takes time to see results. But with consistency and a solid plan, you can achieve your marketing goals and grow your business.

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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.

 

New Member Highlight – Joy and Smiles Gifts

November 29, 2023

New Member Highlight – Joy and Smiles Gifts

Joy and Smiles Gifts has a mission of helping the community spread Joy and Smiles to all, with a side of laughter. Send a personalized, creative and unique gift experience, including fun Sing-a-grams.

Learn more about Joy and Smiles Gifts.

Economic Viewpoints: Holiday Shoppers Lean on Discounts and ‘Buy now, pay later’

November 29, 2023

Economic Viewpoints: Holiday Shoppers Lean on Discounts and ‘Buy now, pay later’

Source: Curtis Dubay, Chief Economist, US Chamber of Commerce

The first weekend of the holiday shopping season shows consumers are spending, but they are looking for discounts and making more use of ‘Buy Now, Pay Later’ as they contend with inflation and rising credit card balances.

Why it matters: These early trends are consistent with what we have seen from consumers for months. They continue spending with a significant portion of it from borrowing.

By the numbers: “Consumers spent a record $9.8 billion shopping online on Friday, according to Adobe Analytics,” USA Today reported.

Be smart: This early data from one segment of the retail industry (online) shows a good start to the holiday shopping season. But if the delayed-payment, bargain-hunting, and card-fueled spending trends hold, they indicate weakening consumer strength. This makes it important that leaders work to strengthen the economy so Americans’ incomes keep growing.

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