The SWAG That Actually Works: Why Useful Beats Cheap Every Time

I remember back to school time when Clinque would have their free gift with purchase time. And the purchase needed to be over $100 and the gift was a new cosmetic bag filled with samples of products they wanted to get you hooked on.

Those days were also the days when I didn’t know that I was being marketed to- but GD that was such genius marketing and the type of marketing that has been around for hundreds of years.

Which got me thinking about all of the trade shows and in person events that I’ve been to with vendors and how many SWAG bags I’ve received at conferences and how many can koozies, stress balls and tote bags I’ve thrown away.

Then it got me thinking about where actually is the “away”.  Because the away is an actual place… and it’s the landfill.

(If you haven’t already watched "Buy Now! The Shopping Conspiracy” on Netflix I encourage you to on some rainy summer evening.)

Just thinking about how many Canva created logos are on some kind of discarded merch soaking up the sun next to rotting food makes me die a little inside. 

This is all coming at me right now because I’m gearing up to go to the annual 4th of July parade, and in Colorado they take their 4th of July parades very seriously. There are so many businesses in the parades that are handing out not just candy but also SWAG.  Last year I left with a branded real estate tote bag filled with candy, koozies, flags and glow sticks. And I was sweating so bad. The thing I really could have used was some kind of branded fan.

Fast forward to this year and I must’ve manifested that because I went to an outdoor concert on a 98 degree night and the sponsor of the concert had branded fans! And guess what- they were gone before the concert even began.  All you saw were red fans waving in attempts to keep cute outfits unsweaty.  Along with the fans they also had coolers full of branded water bottles! All marketing materials I was definitely a fan of. 

As we enter Q3  I see you all thinking about what branded SWAG to order before the end of the year marketing budget runs out for your in-person events.

And before you order more tote bags, koozies, stickers, pens and stress balls let's consider things the people won't throw in the landfill immediately upon returning home. 

Use the bank is an example of a biz who understood the assignment. 

A fan at a 98 degree Colorado afternoon concert in late June? 

Chef's kiss 

This is my friend is how you do branded swag that doesn't immediately become landfill. 

Take notes, marketing teams – your audience will remember you when your giveaway saves them from sweating through their cute outfit on a 98 degree day.

Also one of the greatest pieces of SWAG I’ve ever gotten from spinning one of those prize wheels is compression socks from a medical company. They too have racked up many an air mile. 

Does SWAG that is useful cost more per piecee?

Most Definitely.

Let's be real – quality costs money, and useful promotional items are no exception. That branded fan that actually kept concert-goers cool? It probably cost 3-4 times more than those flimsy keychains gathering dust in junk drawers everywhere.

But here's where most marketing teams get it backwards: they're optimizing for the wrong metric. They see "cost per unit" and immediately reach for the cheapest option, thinking they're being budget-conscious. What they're actually doing is throwing money away on items that provide zero lasting brand impression.

A $0.50 stress ball that gets tossed within a week provides exactly $0.50 worth of brand exposure – if that. Meanwhile, a $3.00 portable phone charger that someone uses multiple times per week for months? That's generating ongoing brand touchpoints that compound over time.

Think about it: would you rather have 1,000 people immediately forget your brand, or 300 people think of you every time they solve a real problem? The math isn't even close.

Useful SWAG creates what marketers call "positive brand associations." Every time someone uses your practical giveaway, they're having a micro-moment of gratitude toward your brand. That water bottle with your logo isn't just hydrating them – it's building brand affinity one sip at a time.

The key is shifting from quantity thinking to quality thinking. Better to have fewer pieces that actually work than a warehouse full of items destined for the trash.

What I wouldn’t give right now for a Clinque free cosmetic bag to hold all the things I need in pool/beach bag.

Your logo deserves better than the bottom of a competitors tote bag and eventually someones trash can.

It’s time to do better.

Nobody Actually Cares About Your Follower Count (And Here's What They Want Instead)

Here’s something that you might not be ready to hear, no one really cares about your “follower” count besides your ego, agents, PR firms and anyone who could or is making money off of you.

I know, I know. We've been conditioned to worship at the altar of vanity metrics. We refresh our analytics dashboards like slot machines, hoping for that dopamine hit of growth. But while we've been obsessing over numbers that look impressive in pitch decks, our actual communities have quietly shifted their priorities.

The people who matter—your real audience—your community are craving something entirely different in 2025.

They're tired of being treated like statistics in your growth strategy.

They want connection, not collections of hearts and likes.

The members of your community have different priorities these days here is what they consider is in…

Friendship is in...

Offline experience is in...

Printed storytelling is in...

Tangible community-building is in...

Your community doesn't want to be marketed to anymore. They want to be befriended. This means showing up consistently, remembering conversations, celebrating their wins, and genuinely caring about their struggles. It's the difference between broadcasting and being present.

Smart brands are already making this shift. Instead of scheduling 47 posts about their latest product launch, they're engaging in real conversations. They're sliding into DMs not to sell, but to check in. They're treating their community managers less like content machines and more like relationship builders.

The pandemic taught us that digital connection has limits. Now, people are hungry for real-world experiences that go beyond the screen. Your most engaged community members aren't necessarily the ones double-tapping every post—they're the ones silently watching who show up to your popup events, workshops, or are telling others about you when a question related to what you do comes up.

Now I’m not saying don’t abandon digital entirely. It means using your online presence as a bridge to meaningful offline moments. Think intimate gatherings over massive conferences. Local coffee chats over virtual webinars. The kind of experiences that create stories people actually want to share organically.

Real community isn't measured in follower counts or engagement rates. It's measured in how many people show up when someone needs help. How many connections are made between community members that have nothing to do with your brand. How many inside jokes develop. How many people consider each other actual friends.

This requires moving beyond broadcast-style social media toward platforms and spaces that facilitate genuine connection. Private groups, forums, regular video calls, collaborative projects, shared experiences—the kinds of things that build actual relationships rather than parasocial ones.

The call is getting louder to moving toward a more human internet, one conversation at a time. The brands that understand this shift early will build the kind of communities that survive algorithm changes, platform shutdowns, and economic uncertainty.

Your follower count might look good in a presentation, but your community's health determines your actual future. The question isn't how many people follow you—it's how many people would notice if you disappeared tomorrow, and more importantly, how many would actually care.

The metrics that matter most can't be captured in an analytics dashboard. They live in the quality of relationships you build, the value you create in people's actual lives, and the community that forms around shared values rather than shared content consumption.

It's time to stop optimizing for vanity and start building for longevity. Your ego might miss the follower count bragging rights, but your business will thank you for the sustainable community you build instead.

The Emotional Whiplash of Social Media: What Every Business Owner Needs to Know

My scroll the past few days/weeks has looked something like this: Someone's food>War>hormone replacement ad> 7 step skincare sped up video > Dog video>someone's summer vacation> a link to a new swimsuit cover up > AD> back to news cycle > someone's hot take on whatever>Dog video> AD.

Every time we scroll on social we are scrolling from something in the news cycle, to something about fitness or hormone replacement to the next swipe being someone we might know in real life talking about their new battle with cancer, to an influencer trying to sell us the newest swimsuit cover up from their I Like It Know It, to some kind of 8 step skincare routine to look like you just shot out of your mothers vajja.

It’s a lot of emotions all at once. And our brains are not processing it all before our thumb swipes to the next thing.

Truly it’s too much information for our brains and nervous systems to handle. The two of them are made to look for berries, seek shelter and procreate.

That’s pretty much it.

They are not meant to be bombarded with extreme swings in magnitudes of content.

It’s exhausting.

It’s part of why you are feeling overwhelmed.

And why you loathe someone you only know virtually.

So when you zoom out and  begin thinking about it this way from the users experience it’s easy to see why some of our businesses posts can get overlooked.

Look at all of the content pieces that people have to scroll through to get to your posts.

And how they don’t even know where they are or what they’re feeling by the time they do get to your posts.

Which is why it’s important to keep in mind what the actual intention of you adding something into the chaos of someones already overstimulated brain and also to have a clear call to action because people forget why they are even on whatever app they’re currently scrolling through in the first place.

We’re all going through it right now.

In real life and online challenge yourself to:

Say the kind thing. Give the compliment. Express the love. People are carrying more than you know, and your words might be the soft place they need to land.

We hold back love like we’ll run out. But the truth is, the more you share it, the more alive it becomes—for them and for you.

We’re quick to point out what bothers us. Let’s be just as quick to highlight what inspires us. Especially in people. Especially in those we love.

Be the reminder. Be the light that sparks the other person's light. It's all connected.

The Gentle Art Of Getting Nowhere Fast : Making The Dilly Dally Cool Again

I like to dilly dally, some might even say that I have a PhD in it. And some of you might not even know what the art dilly dallying even is.

I see you about to open a new tab and click over and ask Chat GPT what Dilly Dally even means and in hopes of keeping you here longer I did it for you. Chat has this to say about Dilly Dally “"Dilly Dally" means to waste time by being slow or indecisive, or to delay doing something you should be doing. It's often used when someone is taking too long to make a decision or get moving on a task.

For example, you might say "Stop dilly dallying and get ready for school!" or "We don't have time to dilly dally - we need to leave now."

The phrase has a playful, somewhat old-fashioned sound to it, and it's often used in a mildly scolding but not harsh way, especially with children.”

Get it now?

I guess your next question is probably well isn’t Dilly Dallying the same as Procrastination?

My answer is a solid NO.

While dilly dally and procrastination are related, they have some subtle differences:

Procrastination is more about deliberately putting off tasks you know you should do, often because they're unpleasant, difficult, or boring. It's a conscious avoidance behavior - you know you should be doing your taxes or writing that report, but you choose to do something else instead.

Dilly dallying is more about being slow, unfocused, or indecisive in the moment. It's less about avoiding a specific task and more about just not being efficient or decisive. Someone might dilly dally by taking forever to choose what to wear, getting distracted by small things while getting ready, or just moving slowly without much purpose.

Think of it this way: if you spend an hour scrolling social media instead of starting your work, that's procrastination. If you spend 20 minutes standing in your closet unable to decide what shirt to wear, that's dilly dallying.

One makes me feel guilty. The other fills my creative tank.

As marketers and business owners, we're so focused on moving fast and making things go viral that we forget some of our best ideas come from those unproductive moments.

Like when I'm browsing and reading vintage postcards and suddenly get inspired for a retro campaign concept.

My focus and intention this summer is to slow things down in my inner world. Get back to simplicity and embrace the dilly dally that I fight daily.

In our rush-rush world, we've forgotten the value of unhurried moments. We've been conditioned to see any pause, any moment of indecision, any lingering as inefficiency—as something to be optimized away like we’re a robot.

 But what if dilly dallying isn't a glitch in our system? What if it's a feature?

My brain needs a good dilly dally day because when I take twenty minutes of standing in my closet  to choose what shirt to wear, I'm not being inefficient. I'm being present. I'm allowing myself to feel the fabric, consider the colors, think about how I want to show up in the world that day. When I meander through the grocery store without a list, walking down every aisle and pausing to examine produce I don't need, I'm not wasting time—I'm experiencing abundance, texture, possibility.

But my favorite place to practice the art of dilly dallying? Antique stores and thrift shops. These places are temples of unhurried exploration, where time seems to move differently and efficiency goes to die—in the best possible way.

There's something magical about wandering through aisles of forgotten treasures with no agenda. I'll pick up a vintage teacup and wonder about the hands that held it, the conversations it witnessed. I'll run my fingers along the spine of a book from 1962 and imagine the reader who dog-eared page 47 re-reading it to figure out why. I'll try on a blazer that's three sizes too big just because the fabric feels like butter.

In antique stores, dilly dallying isn't just acceptable—it's the point. You can't efficiently treasure a treasure hunt. You can't speed-run serendipity. The best finds come to those who linger, who let their eyes wander, who follow curiosity down rabbit holes of old postcards and vintage jewelry.

These spaces remind us that not everything worthwhile can be found quickly. Some discoveries require patience, presence, and the willingness to spend an afternoon getting pleasantly lost among the remnants of other people's lives.

Dilly dallying is the art of existing in the spaces between decisions. It's the practice of not rushing to fill every moment with productivity. It's giving ourselves permission to be inefficient, indecisive, and beautifully human.

If you want this  summer, join me in reclaiming the lost art of dilly dallying. Start whenever you want.  Stand in your closet a little longer. Take the scenic route. Spend an afternoon in a dusty antique shop with no shopping list. Let yourself get distracted by something beautiful. The world will wait—and you might just discover something wonderful in the meantime.

Who else is ready to embrace some strategic inefficiency?

National Small Business Week And A Hot Human Take

It's Small Business Week, and I've gotta vent about something that drives me CRAZY as someone who manages social for local businesses...

The double standard.

People will order from Temu or Shein 10 times in a row, get absolute garbage half the time, and keep coming back for more. "Lol my $5 dress fell apart but I just ordered 6 more things! 🤪"

But heaven forbid a local boutique messes up ONE order. Suddenly it's "never shopping there again" and a 1-star review that stays online forever.

Same with pricing.

Big box stores can jack up prices overnight and everyone just shrugs. But when my small business clients have to raise prices, the comments section and DM's turn into an interrogation room. 🫠

"Why so expensive?" "Can you do it for less?" "I found it cheaper online!"

As someone drowning in DMs managing these accounts, I see this play out DAILY. The psychology behind it fascinates me (when it's not making me want to throw my phone out the window).

So I'm gonna just say it. I think we hold small businesses to impossibly high standards while giving endless grace to faceless corporations.

And I don't know how to make it make sense.🤷‍♀️

The most successful small business campaigns I've run directly address this psychology—highlighting craftsmanship stories and community impact messaging that transcends the transaction.

My advice to fellow marketers and business owners DIYing : Stop competing on big-box terms. Position your clients and selves as the authentic alternative you truly are.

Understanding these psychological forces is essential for crafting messaging that breaks through this double standard and stops a scroll.

And ya know... support small and local businesses when you can.

They're noticing. Trust me.

Storytelling, Authenticity, and Martha: The Roots of Modern Content Creation

Before Instagram, TikTok, or YouTube, there was MARTHA - the original influencer who revolutionized lifestyle content before "content creation" was even a term.

Over the weekend, I watched the Martha Stewart documentary, and it hit me: she literally invented the influencer playbook decades before social media existed. Think about it - Martha created aspirational content, built a lifestyle brand, and monetized personal expertise WAY before anyone else.

What Martha understood maybe before anyone else:

• Personal brand is everything

• People don't just want products - they want a lifestyle

• Authenticity and expertise are the ultimate currency

• Turning domestic skills into a multi-million-dollar empire

There were plenty of Martha Stewart magazines floating around my house growing up, and looking back now, putting two and two together, that style of photography definitely influenced the way that I saw the world and objects. My mom would see things in Living and then search for them at the antique stores and flea markets she took me and my brother to. Then, she would mimic the way it was styled in the magazine when we got back home. 

While the original Living magazines discussed antique finds in Connecticut shops and then brought dupes to the aisles of Kmart to make it attainable for those who lived outside of Connecticut, the lifestyle influencers of today are showing you that you can attain the same aesthetic from your local thrift stores. 

At one of the vision boarding get-togethers I went to a few years ago, I did take a completely intact 2002 Living magazine, and for some reason, it's made all of the moves I've had since then. But when I went searching for it after I watched the documentary and flipped through it while eating leftover pie, I got to a page that looked like what my Explore page on Instagram looks like right before a holiday.  

And how powerful is it that page 228 of a 2002 magazine still has the same aesthetic that was so groundbreaking 22 years ago? 

She wasn't just selling recipes or home decor—she was selling an entire aesthetic, a way of LIVING. Martha Stewart was doing flatlays, tutorial content, and lifestyle branding before we had filters, follower counts, or even a term to call what she was doing. She was literally the prototype and the architect for every lifestyle influencer you follow or are suggested to follow today. 

From magazine spreads to TV shows and cookbooks to product lines - Martha didn't just create content; she created an entire ecosystem around her personal brand- which, when you talk to almost any younger millennial or Gen Z, is what they are trying to attain, with their podcasts, substack subscriptions, social feeds, affiliate links, and merch drops.

Talk about being ahead of her time.

The difference, however, is that Martha wanted people to get back to a time of enjoying life surrounded by pretty things and flavorful food. The lifestyle brands of today, it seems, want the world to live as they do because their way is the only way to do it correctly.

But the way the energy feels moving toward next year, at least from a marketing perspective, is that this one foundational value from the booming Living days holds true. Authenticity and expertise are the ultimate currency. 

AKA storytelling.

Marketing to build an empire is truly storytelling; hell, everything that is marketing is storytelling. 

In my experience of monitoring post analytics, the best-performing posts have been the ones when the business gets vulnerable and shares something real—not some "Today was the best Thanksgiving ever, my family is better than your family" type stuff. 

Something where it walks the fine line of oversharing and just enough to touch on a similar experience that a scroller can also relate to.

If I have noticed anything in the last nine months of my daily life on social media, it's that people are truly beginning to see through the facade of the overstyled photo and cutesy caption and craving something real and relatable.

So, if you have been feeling uninspired lately and want to get back to the roots of personal branding, find the documentary or look through the magazines at your local thrift store or library donation table. If there's a Living there, pick it up and flip through it. Then, let me know what you think about it all.

All of this, however, has brought up my next question—is this also where our need to post only aesthetically perfect photos along with happy captions began?  Blog coming soon. 

Finding Connection Through Pain: A Guest Post by Katy Owens

In case you haven’t following along on social media, a new Muse came earth side and I’m getting to know her.

I’m really grateful for the network of business owners I’ve built who also enjoy writing to step in and guest post when my real life takes priority over cyber life.

The post touches on something that rarely gets discussed in the social media space: how we build meaningful connections online when physical presence isn't always possible. I'm honored to share this powerful piece from Katy Owens, of Empowered Path Occupational Therapy who opens up about navigating social media and community-building while living with chronic pain.

What drew me to Katy's story was her refreshingly honest take on social media's original purpose - connection - and how we can reclaim that intention for ourselves. In a world of highlight reels and perfect feeds, Katy reminds us that there's immense value in sharing our authentic experiences, even (or especially) when they're messy.

As someone who believes in the power of intentional social media use, I appreciate how Katy offers practical wisdom for creating what she calls a "social media sanctuary." Her insights about curating our online spaces aren't just for those living with chronic pain – they're valuable for anyone seeking more meaningful digital connections.

I'll let Katy take it from here. I think you'll find her perspective both challenging and inspiring.

Over to Katy...

Chronic pain sucks. And if you are someone who lives with chronic pain, or know someone who does, you may know that it sucks in so many ways and is unique to each person. Today I want to talk about how chronic pain can lead to feeling isolated and cut off from your social support.

Unfortunately, living with chronic pain can lead to social isolation because of the unpredictable nature of pain flares. Maybe you were invited out to a new brewery with your friends, but alcohol might cause a flare, or they might not have comfortable seating, or it could be really loud inside or a dozen other things. So instead of spending important time with friends, you say no, or cancel at the last minute because the stress and anxiety of the event is not worth the potential social benefits.

As you cancel more and more social invitations, maybe you stop getting the invitation. This can ultimately cause spiraling into depression, as you might look up one day to realize your friend group is nonexistent.

I’ve been in this situation and found respite in social media. When we think about the origins of the various platforms, it’s crucial to remember that the original goal was connection. Where did that go? It’s almost been entirely lost to influencers, AI generated images, restock videos, and obnoxious product placement.

What we don’t often see is the Behind the Scenes of social media, instead we spend hours comparing ourselves to the highlight reel of others. But I’m here for the bloopers. It’s okay to be messy, and sad, and less than perfect. When I was seeking community on social media, I started by curating my feed. Who were the people or organizations I was following, and WHY was I following them? When I read their posts or watched their videos, how did that make me feel? I started unfollowing and unfriending any person or profile that made me feel less than, and instead sought people who were at minimum broadcasting content that was realistic, inspirational without toxic positivity, and resonated with my lived experience. What I was left with was a feed full of seemingly authentic humans with relatable life experiences, and thoughts and feelings that feel genuine. It’s not perfect, and it’s always evolving as I evolve as a person.

There is a ommunity out there for you, whether you also live with chronic pain or are just looking for a group of people who love soup as much as you do. And if you need it: I give you permission to unfriend, unfollow, curate and customize your feed. It’s *your* space, after All!

I have a favorite quotation from Marianne Williamson that is a constant inspiration for the space that I aim to create on social media, for myself and others: “…as we let our own light shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others.”

Never be afraid to show the world who you are. Create your own social media sanctuary if you must, and curate your feed so you’re inspired by people doing the same. Even if we live with chronic pain and are still finding ways to get back out into the real world for real life connection with friends new or old, we can still engage in meaningful connection right here on the internet.

I, for one, can’t wait to meet you. Let’s make this space beautiful.

About Katy

I work as an acute care occupational therapist in Northern Colorado and also own an occupational therapy private practice specializing in pain management. I earned my Master’s in Occupational Therapy from Colorado State University, where I was honored to receive the distinction of Outstanding Grad Student of the Class of 2022 from the College of Health and Human Services.

Before starting my career as an occupational therapist, I served in the United States Coast Guard. An injury and my subsequent rehabilitation sparked my interest in occupational therapy and fueled my passion for advocating a biopsychosocial approach to pain management combined with an occupation-based approach.

I had the opportunity to present at the Colorado State Association Annual Conference in both 2023 and 2024. I was also selected from a wide pool of applicants to speak at the UCHealth 2024 Symposium, where I shared with fellow therapy practitioners and other medical professionals the value of OT in pain management and the biopsychosocial model of pain.

Connect With Katy:

www.empoweredpathot.com

LinkedIn: https://www.linkedin.com/in/katy-owens-ot/

When Vulnerability Becomes Your Superpower: A Guest Post by Chrysta Bairre

In case you aren’t following along on social media, a new Muse came earth side and I’m getting to know her.

I’m really grateful for the network I have of business owners who also enjoy writing to step in and guest post when my real life takes priority over cyber life.

I am thrilled to share today's guest post from Chrysta Bairre, a voice that resonates deeply and aligns with what I believe about authentic leadership and social media presence. When Chrysta first shared this piece with me, I found myself nodding along with every word.

As someone who navigates for herself and others the complex balance of being professional while being real online, Chrysta’s message about the power of showing up authentically hit home.

Chrysta's journey from trying to maintain a "perfect" image to embracing her whole story mirrors what so many of us experience as business owners and content creators. As the founder of She Goes High, a 1,900+ member women's leadership community, and author of "Beautiful Badass," Chrysta brings a unique perspective on how vulnerability can become your greatest strength in building genuine connections online.

I'll let Chrysta take it from here – and I encourage you to read all the way through. Her insights about the difference between sharing wounds and sharing journeys might just change how you think about your own social media presence.

Over to Chrysta...

My highest engagement as a business owner has consistently come from sharing my most vulnerable moments.

When I launched my career coaching and speaking business, a colleague and friend advised me to "show them your scars, not your wounds". She explained that to build my credibility, I needed to share about my challenges only once I had "figured out" how to overcome them, so I tried my best to put on my "perfect” on social media face. But I'm not perfect on social media or in life. I don't think I've had one single day of having my shit completely together. Maybe I have my shit 50% together. Or maybe 80% together. Or maybe 23% percent together. And that's real life. 

I wondered how I could show up as the face of my business and be “perfectly” fallible human in the process. Not long after I was invited to share my personal story at a mental health awareness event, and my business mentor told me not to do it. I felt so strongly that sharing stories of mental health is important for humanity, so I told my story and waited for the backlash my mentor said would come.

It never came.

Instead, people reached out and told me how much they were moved by my authenticity, and I even got a few career coaching clients from the opportunity! It turns out my vulnerability made them feel more comfortable sharing vulnerably with me.

After that speaking opportunity, I began to share more openly about my struggles on social media, in my newsletters, and on stage. I shared about personal and business struggles, and my people found me. Today I think of it less as “showing my wounds”, and more as showing my journey, and the stops along the way.

---

Chrysta Bairre is an advocate for herself and others. As a child she grew up in poverty, surrounded by family members with mental illness and addiction, while her own non-apparent disability went unrecognized and undiagnosed. A queer woman with several disabilities, she fought to get the help and support she needed to thrive, and became a voice for unseen and under-served people like herself.

Today, Chrysta is a career coach and professional speaker, helping women increase their income and impact through valuing their own inherent worth, setting boundaries and saying no in business, and advocating for themselves. She engages and inspires on stage, speaking to employees on banishing burnout, overcoming impostor syndrome, and workplace mental health.

Chrysta is also the founder of She Goes High, a 1,900+ member introvert and neurodivergent-friendly women’s leadership community in Northern Colorado. She Goes High hosts more than 30 events per year to support women leaders in taking up their space in the world and leaving their legacy!

Her first book, Beautiful Badass: How to Believe in Yourself Against the Odds, shares stories and lessons from overcoming poverty and depression in this guide for women who want to take command of their destinies and no longer fall prey to the hardships and setbacks that previously defined them. She is currently writing her next book on the topic of asking for help.

Connect with Chrysta:

Website: https://liveandlovework.com/ LI: https://www.linkedin.com/in/chrystabairre/

Mastering Google’s Latest Algorithm Updates: The Key to Success with Helpful Content and Trustworthy Reviews

Last week, I went to a networking event, and a colleague of mine asked me my thoughts on the updates that Google was going to make to its algorithm.

When they first started asking me about it, I had no idea what they were talking about, it's been summer after all.

But then I spent the long weekend looking into it, and this is happening.

Everywhere you look lately, some content creator or coach is talking about AI and how it's been a lifesaver for business owners to consistently pump out content to support their SEO and get them ranking higher than ever. For years, these websites needed to put out new content. Then suddenly, and thankfully for AI, the owners can sit down for an hour on a Sunday with a coffee and ask AI to write enough content to schedule not one blog a week but maybe even multiple blogs daily.

Well, our friends at Google caught on to what was happening, how people were bumping the systematic algorithm, which, if you pay for Google Adwords, does all the bumping for you.

So, thanks to AI and the way that people have been using it, we're all getting an algorithm update—one that, from my understanding of what I have read, is going to be weighed more on Reviews about your business than the content that your business is putting out there.

The real question: Does Google penalize AI content in 2024? The short answer: it depends.

Saddle up, friends, because we might be at the end of what we know about Search Engine Optimization.

What a time to be alive.

The world's leading search engine, Google, continuously updates its algorithms to provide users with the most relevant and high-quality search results. These changes are designed to improve the overall search experience and ensure that users find the information they are looking for quickly and efficiently. Over the past year, Google has made significant updates prioritizing helpful content and expert reviews. If you're a content creator, marketer, or business owner, understanding these changes can help you optimize your content strategy and improve your search rankings.

Google has made it clear that AI-generated content is not inherently against its guidelines.

However, Google has also stressed that AI-generated content must adhere to the same quality standards as human-authored content. This means AI-generated content should be original, informative, and provide value to the reader. Google has cautioned against using AI tools to generate low-quality, spammy, or misleading content, as such practices can result in penalties or lower rankings.

So what does that even mean?

1. The Helpful Content Update: Prioritizing User-Centric Information

One of the most noteworthy recent changes is the Helpful Content Update. This update prioritizes content that is genuinely helpful and user-centric. What does this mean for content creators? Essentially, Google wants to rank content that provides real value to users. The emphasis is on original, informative, and well-researched content that addresses the needs and questions of the target audience.

• Quality Over Quantity: Rather than churning out numerous low-quality articles, focus on producing fewer but more comprehensive pieces that offer in-depth insights. Quality content is more likely to engage readers, be shared across platforms, and ultimately rank higher in search results.

• Understanding User Intent: Content should be created with a clear understanding of what users are searching for. Content creators can tailor their work to effectively meet user expectations by analyzing search queries and trends.

Consistent Voice: While Google has not explicitly stated that it can definitively identify AI-generated content, the company has hinted at its ability to detect certain patterns and characteristics associated with AI-generated text. This may include analyzing factors such as:

• Consistency in writing style and tone

• Presence of factual inaccuracies or inconsistencies

• Unusual word choice or phrasing

• Lack of original insights or personal experiences

2. Product Review Updates: Fostering Trust and Authority

Google's recent updates have also highlighted product reviews, emphasizing the importance of high-quality, insightful reviews over generic or spammy content. These updates aim to enhance the credibility and usefulness of reviews in guiding consumer decisions.

• In-Depth and Authentic Reviews: Google favors reviews that provide detailed information, original research, and expert opinions. Shallow, surface-level reviews are less likely to rank well. Instead, provide comprehensive evaluations covering a product's pros and cons.

• First-Hand Experience: Reviews written by individuals with actual experience using the product are more valuable. Sharing personal insights, photos, and experiences can enhance the review's authenticity and improve its chances of ranking higher.

• Comparative Analysis: Google values content that compares multiple products, offering a balanced view. Comparative reviews that discuss the strengths and weaknesses of different options help users make informed decisions and are likely to rank better.

1. E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness

Google's commitment to high-quality content is reflected in its focus on E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. This concept is crucial for content creators, especially in health, finance, and legal advice, where misinformation can have serious consequences.

• Showcase Expertise: Content should be created or reviewed by individuals with proven expertise in the field. Adding author bios, credentials, and links to authoritative sources can help establish credibility.

• Build Authoritativeness: Websites should strive to be authoritative sources in their niche. This can be achieved through consistent, high-quality content that earns backlinks, mentions, and social shares from other reputable sites.

• Establish Trustworthiness: Trust is built through transparency and accuracy. Citing reliable sources, avoiding misleading information, and maintaining an up-to-date site can enhance the trustworthiness of your content.

As Google continues to refine its algorithm, these updates are a shift in search engine optimization (SEO) tactics and a broader movement towards a more informative and user-friendly web. By focusing on creating valuable, well-researched, trustworthy content and continuously asking for Google reviews, businesses, and content creators can improve their search rankings and build stronger relationships with their audiences.

We live in wild times of an ever-evolving digital landscape, and content that prioritizes authenticity, expertise, and user experience will be better positioned to thrive and succeed. Stay informed, adapt your strategies, and keep your content standards high to ensure you remain relevant in Google's search results and continue to effectively meet your communities needs.

Here are Five ideas on how your business can get better at asking for and receiving more Google reviews:

1. Ask Directly for a Review

Sometimes, the simplest method is the most effective. Asking for a review after a positive interaction with a customer can go a long way.

• In-Person: If you interact with customers face-to-face, take the opportunity to politely ask for a review when you know they’re satisfied.

• Personalized Emails: Send a follow-up email thanking them for their business and asking for a review. Make sure to include a direct link to your Google review page for convenience.

• Text Messages: If texting is part of your communication with customers, send a quick thank-you message with a request for a review and the link to your review page.

2. Make it as Easy as Possible

The more convenient you make it for customers, the more likely they are to leave a review. Simplify the process with tools like Google’s link generator.

• Direct Links: Generate a direct link to your Google review page and share it via email, social media, and your website.

• QR Codes: Create and display QR codes that lead to your review page. You can place these codes on receipts, business cards, or even at your checkout counter. (Do not put the QR Code on your social media.)

  3. Leverage Your Social Media Presence

  Your followers on social media are already engaged with your business, making them more likely to leave a review if prompted.

  • Social Media Posts: Share posts encouraging your followers to leave a review, and include the direct link to your review page.

  • Stories and Videos: Use Instagram or Facebook Stories to ask for reviews after a successful event or promotion. You can also create a live video thanking your customers and requesting reviews.

  4. Automate the Process with Follow-Ups

  Using automated tools makes it easy to remind customers to leave a review without additional manual effort.

  • Email Follow-Ups: Use customer relationship management (CRM) tools to send automatic emails after a purchase or service, requesting a review.

  • Post-Purchase Surveys: Include a link to your Google review page in customer satisfaction surveys. This gives happy customers an easy way to share their experience.

  5. Include Review Requests in Email Signatures

  A subtle but effective method is to include a review request in your email signature.

  • Email Signature Links: Add a brief line in your email signature, such as “Enjoyed our service? Leave us a review!” with a direct link to your Google review page.

Requesting reviews doesn't have to be awkward or challenging. Using the strategies above, you can increase your Google reviews, improve your business's online reputation with the new algorithm updates, and attract more potential customers. The key is to make the process as easy as possible and to engage with customers when they're happiest with your service. Implement these tips today and watch your Google reviews and web traffic grow.

Silence Costs: How Neglecting Your Contact Page Hurts Your Business Marketing

I've been thinking a lot about contact pages on business websites, mostly because I have sent out some inquiries through contact pages on websites for services that I'm interested in booking. I haven't heard anything back, and it's been weeks. 

Not only is it extremely frustrating for someone who wants to hand money over for services like yesterday to these businesses, but it could be better PR and Marketing.

If you aren't going to respond to inquiries via contact pages, why do you even offer one?

Here's why I say this…

Your contact page is not only the OG of lead generation but also sets the pace for the user experience with your business or brand. It is the first line of direct contact and communication. 

1. Establishing Trust and Credibility

A well-thought-out contact page featuring clear and accessible information instantly conveys professionalism and reliability to visitors. It serves as a direct channel for customers to reach out to your business, showcasing transparency and a willingness to engage with your audience. Users who can easily find your contact details are more likely to trust your brand and perceive it as legitimate.

2. Encouraging Customer Engagement

By providing multiple communication channels, such as email addresses, phone numbers, and social media links on your contact page, you empower visitors to choose their preferred method of interaction. This enhances user experience and encourages customers to engage with your brand, ask questions, and provide feedback. An engaged customer is more likely to become a loyal customer.

3. Enhancing User Experience

A streamlined contact page contributes to overall website usability and enhances the user experience. Visitors should be able to locate your contact information effortlessly without navigating through multiple pages. Clear and concise contact details improve navigation and ensure that users can quickly contact your business.

4. Generating Leads and Inquiries

A strategically optimized contact form on your contact page can be a powerful lead-generation tool. By carefully designing form fields and calls to action, you can encourage visitors to submit inquiries, sign up for newsletters, or request consultations. An effective contact form can convert visitors into valuable leads for your business.

The Impact of Neglecting Contact Page Inquiries

When a business neglects customer inquiries submitted through the contact page, the repercussions can be more significant than they might anticipate. Failing to respond promptly or effectively to these communications can significantly impact the business's reputation, customer satisfaction, and overall success.

Customer Dissatisfaction

By ignoring customer inquiries, businesses signal their audience that they are not valued or respected. This can lead to frustration, disappointment, and, ultimately, dissatisfaction with the brand. Customers who need to be addressed will likely seek out competitors who prioritize their needs and provide timely responses.

Lost Opportunities

Every contact form submission represents a potential opportunity for the business. Whether it's a sales inquiry, a partnership proposal, or simply a question about the products or services offered, failing to respond means missing out on valuable leads and potential conversions. Pay attention to these inquiries to avoid lost sales and missed connections with potential customers.

Damaged Reputation

Word travels fast; customers who feel unheard or ignored by a business will likely share their negative experiences online through reviews, social media posts, and forums. This can damage the business's reputation, leading to a loss of trust and credibility among existing and prospective customers. Poor customer service can have lasting effects on a brand's image and make attracting and retaining customers challenging.

Decreased Customer Loyalty

Effective communication is critical to building solid relationships with customers. By neglecting contact page inquiries, businesses miss out on opportunities to engage with their audience, address concerns, and provide assistance when needed. This lack of communication can erode customer loyalty over time, as customers may feel undervalued and unsupported by the business.

In all of this, I am glad that I reached out to my first choices for the services I was looking for because now I know they do not fully deserve my business, and I'm likely not to refer any other company to them. Those are the cold, hard facts of the digital situations we are all in. 

If you have made it this far, check the email your contact forms go to and respond to them promptly because you are losing potential and future business.