You are reading the article 5 Ways To Stand Out In The Days Of The Duopoly updated in March 2024 on the website Moimoishop.com. We hope that the information we have shared is helpful to you. If you find the content interesting and meaningful, please share it with your friends and continue to follow and support us for the latest updates. Suggested April 2024 5 Ways To Stand Out In The Days Of The DuopolyHow you can stand out in a world dominated by Facebook and Google But is this true?
These two powerhouses, according to some reports, account for nearly 85 percent of all digital media spend. All other platforms are collectively scrambling for the table scraps. Take Twitter, for example. As far as mobile goes, it controls just 2 percent of the total ad spend — down from 2.6 percent in 2024.
The good news is that brand marketers can find efficiencies by focusing on just two platforms with rich data and real-time analytics. The bad news: Monopolies (or in this case, duopolies) eventually turn lackadaisical and grow tired of overdelivering on ROI.Left to Stew
If duopolies weren’t enough, stir some ad blocking, viewability, and ad fraud into the pot, and it’s no wonder modern marketers are suffering from a serious case of heartburn. Just last year, we saw an ad fraud scheme drain anywhere from $3 million to $5 million per day from the largest brands in this country.
Even though the ad-buy industry proudly puts forth hypertargeted, reliable ad placement, you never know whether your marketing dollars are well-spent. After all, we’re likely to see losses of $6.5 billion globally to ad fraud by the end of 2023, according to the Association of National Advertisers.Owning Branded Content
To be sure, brands aren’t without hope. Migrating away from this paid-centric approach can help mitigate the risk of ad fraud. Instead of relying on questionable media investments, go the more journalistic route of owned content, where good storytelling, accuracy, and timeliness fill your plate. Besides, owned media is often void of suspicious data analytics.
So how, exactly, do you go about making some serious waves with owned media? The following should help you out:1. Engage the right people.
It all starts with building the right team. Make the most out of your efforts by enlisting the help of creative talent and experts in the subject areas related to your industry. If you have the funds, bring them on staff. Otherwise, going with a freelancer or two is always an option. But no matter which route you choose, remember that you’re handing over the voice of your brand; manage accordingly.2. Get to know customer needs.
You can’t very well speak to customers if you never get to know what they want or need, and one of the most effective ways of doing this is with a little marketing intelligence. Get the lay of the land by familiarizing yourself with what’s trending. Follow some key influencers in your space to determine what’s worked in the past.3. Curate some content.
Not everything you publish needs to be original content, and you can expand your output by curating content from others in your industry. It also doesn’t hurt to build relationships with other content creators. If asked, they may be willing to do a little quid pro quo guest work, but that’s a story for a different day.
To help curate content, set up alerts that notify you of relevant content in your space. Then, share your favorites on your blog, feeds, and social media platforms. Consider taking it a step further by using this content as a jumping-off point. Put your spin on it, or take on what the author is sharing.4. Add variety to your content.
Most content creators will start off with the written word, but you should vary your content with other formats and styles. Create infographics and images. Post videos and webinars. Guest on a podcast or two. You can even write up a whitepaper, quiz, survey, or e-book. Variety can keep people coming back.5. Repurpose content.
The beauty of owning your own content is that you can repurpose it for later use. It’s quite the time saver, if fact. Let’s say you produced a whitepaper last year; you can break it up into smaller pieces. You can also take a whole bunch of posts on the same topic and assemble them into one large piece.
By that same token, you can repurpose content from one format into another. Take a video and turn it into a blog, or take a webinar and turn it into an infographic. As long as you keep a repository of content, you’ll never be at a loss for new content.
To stand out in today’s marketplace, modern brands must lessen their dependency on paid media and take matters into their own hands with owned media. The content is yours to do with what you want, and isn’t that what it’s all about? If you want customers to hear your message, make the message your own.
You're reading 5 Ways To Stand Out In The Days Of The Duopoly
Starting a small business is the easiest thing to do but executing strategies and making it profitable is where the entire challenge lies. Businesses need to find ways to stand out from the crowd of competitors in order to enjoy effortless flow of clients.
Startups no doubt are witness to larger companies investing tons of money into their marketing strategy and branding and don’t have the means to compete at that level. But that shouldn’t be deter you from competing for your slice of the pie.
Here are five ways to distinguish your small business from the rest of the crowd.
Have a Superb Customer Service
Your customer care is the engine of your small business. Aim to create a superb service for each client. And don’t stop there, find out how your top competitors are treating customers and how well they invest in making their customer care work effortlessly. Ask your team, what are they doing that you aren’t doing, how can your services be made friendlier and more balanced for prospective clients.
If possible, sign up for their product testing and run a thorough research on how their customer care will handle your self-imposed problems you throw at them.
Solve Problems Your Competitors Aren’t Solving
Businesses basically exist to solve problems of potential clients. Your small business should be checkmated around that line to know how well you’re solving the problems.
The best yardstick to use is to know how well your competitors are pushing or investing to solve your ideal customers problems.
When you’ve checked and gotten rich data back from your extensive research, you can decide how best to take over the market. From your research, you should be able to develop a strategy for solving the problems your competitors aren’t solving. The research you’ll do in your niche will enable you see gaps in the market and to see where your competitors are having lapses.
Fill up those lapses by producing a better product or a product that specifically answers the questions that no competitors were formerly answering. The more you present a product as a solution were your competitors haven’t entered yet, the more revenue and market share you cut out.
Niche Down Your Target Market
It’s naturally not a good thing for a small business to start out in a crowded market. In some markets, they’re top dogs there who have literally taken over the market.
But taking on the whole market may not be the best strategy. Instead of focusing on the market as a whole, find a subset of your market to focus your energies there and let your brand be the top dog there.
You may end up eating a smaller pie, but it’s better to than fighting the big competitors for a share of the big round pie. Locate that big market, and don’t just stop there; go further and try to take over other little sub-niche around it.
Brand Yourself Differently
The best way to stay memorable is to go against the crowd. Your small business is probably not the first business offering what you’re trying to present to your market.
There are literally thousands, if not millions who want to also partake of the overall market share in your niche. What will differentiate you from others is branding yourself differently.
This takes time. Branding takes time to build into a potential customer mind. So there is a need to go the extra mile. Do stuff your competitors don’t want to do.
Design your business so uniquely that it steps your brand out. Your brand mustn’t be known to blend into the crowd of other businesses. Strive to find everything possible that will make your business unique and different in everywhere.
From your logo and the font texts of your website, to the alignment of your company do it all differently. When you go against the crowd it’s always harder. But that is basically how success happens.
It takes hardness to succeed in business. For your small business to stand the test of time, it will undergo series of tough times. I implore you, let that period be a time of branding yourself and making your business unique.
When you invest in branding, your customers will value you and keep coming back for repeat business.
Focus More on Deliberate Innovation
Brands die when they stop innovating. Some create epic products that go viral and then go to rest on the success of just that product. Business has no resting place. Innovating in business is simply striving to outwork and outperform your previous products.
You should develop a company culture of always trying to get better than where your company is at every moment. Innovating can’t really happen until you start asking the right questions. I have found out that questions – especially thoughtful questions – are one of the core ways to force your business to stay innovative.
Check your services and compare them with that of your competitors. If they’re literally on same page, what you need do is heighten the services and surpass them at something.
Don’t stop there, compare your products to that of your competitors and check if you’re on same page with them. Your goal is to increase and be above them in something.
The more you strive to go above them in innovation, the higher market share you’ll naturally get in your niche.
Read more about marketing strategies from experts on TechCo
Day 1 - Answer the key content marketing strategy questions
In this practical, 5 day series, I’ll help define a ‘quick-and-dirty’ 5-day plan to help towards improving your content marketing strategy, without spending a fortune on paid media content distribution.
I’ve said this series is ‘quick and dirty’ since we believe that The perfect is often enemy of the good. When it comes to content strategy, it’s easy to spend a vast amount of time thinking about what you’re going to do and worrying about how to get it just right… without actually getting any content created or distributed.
But there comes a time when the Why needs to turn into the How. If you wait for all your strategic ducks to line up in a perfectly formed row, there’s a good chance the opportunity that content offers your business will drift off with the competition.
That doesn’t mean you should start producing content at random and hope for the best. A good content marketing plan is vital to turn your strategy into an agile, flexible operation – one that, thanks to the nature of digital, you can test and refine as you implement it.
So here is our quick-and-dirty plan for getting a strategic, well-planned, effective content marketing operation off the ground in just 5 days…Day 1: Answer the big questions as best you can
Today you’re going to try and answer the big strategic questions as far as you can – in 1 day.
You’re going to work with what you know, and make intelligent guesses about what you don’t.
Take a look at the questions below and jot down the answers on 1 document, which you can then share with the team.
You can return to and update this ‘strategy’ whenever you want to tweak it in the light of new insights or decisions, or when you’ve had more time (or more budget) for research.
Sit yourself somewhere quiet on your own, or if you can gather your team run this as a group session.
Don’t invite all of the interested stakeholders unless you can be sure of alignment and a speedy output. Remember this is a quick-and-dirty approach!
Finally, write down, as far as you can, the answers to these questions:
Q2. Who are we trying to reach? Summarise personas, demographics and any other customer data you have easy access to. Again, focus on the top 3.
Q3. How will we know if our content marketing is working? Make a quick list of easily achievable and available measurements – social shares and likes, email data capture, newsletter opens, search traffic, bounce rates etc.
Q4. What’s our tone of voice? If you don’t have tonal guidelines, find a piece of previous content you all liked and use that as a shorthand reference. Pick out 5 things from it to act as guidelines for future content.
Output: A core strategy document outlining goals, audience, tone of voice guidelines and success indicators.What’s coming next in our 5 part of our content marketing series?
Day 2: What’s your content brand? What kind of content will support your core strategy and how are you going to figure this out? A great example to learn from is included.
Day 3: How are you going to produce this content? Create your team structure, sources and workflows.
Day 4: Idea generation and editorial planning – quick ways to produce a detailed calendar in 1 day and some case studies to help you along.
Day 5: How are you going to build momentum and keep all of this going? Find out how to kick the whole thing off and create a blueprint for growth and learning in just 1 day.Image/Copyright:@PA Images
blog / Career How to Make Your LinkedIn Profile Stand Out: Top 10 Tips for Job Seekers
In a recent report, LinkedIn shared that over 77% of recruiters used the channel for their recruitment efforts including scouting and vetting. And in 2023, Forbes confirmed that over 95% of recruiters were on LinkedIn looking for job candidates. In 2023, this number has only been growing! Less than five years ago having an active LinkedIn profile was optional. Face-to-face interviews and in-person background checks were the norms. However, in the post-pandemic new normal, this isn’t the case. With 86% of companies shifting their entire hiring process online, the value of a good LinkedIn profile is unquestionable. Wondering how to make your LinkedIn profile stand out? While the profile elements are fixed, there is a lot of room for creativity. Here are the top ten tips to help you create a profile that will leave recruiters impressed!How to Make Your LinkedIn Profile Stand Out: Top 10 Tips 1. Include a Profile Picture and Cover Photo
While the adage goes do not judge a book by its cover, we still involuntarily pick up books with eye-catching front covers. Ever wondered why?
Research shows that this is the way our minds are wired. A good display picture has a similar effect. Humans make innate assumptions based on images and general appearance. A photo on LinkedIn is the first step to making a strong visual first impression.
LinkedIn profile pictures need not be entirely professional. Depending on the kind of industry you are in and the job roles you are looking for, you can choose to upload an image that is semi-professional.
According to LinkedIn, profiles with good photos get 21x more profile views and 9x more connection requests. So, do not skip this step!Here are the Best Practices to Follow:
Dress appropriately. Avoid loud colors or patterns that might distract the viewer.
Use simple backgrounds
Avoid blurry images
Do not put up stock images or group photos
Capture waist-up images with your face as the main focus
The display image should ideally be 400px x 400px and 8MB and the cover photo should be 1584 x 396 px
Keep cover images simple with a quote or written element that defines you professionally2. Add a Crisp Headline
If you had to describe your professional persona in just 220 characters, what would it be? The answer to this question would be the ideal LinkedIn headline.
It is a vital part of the LinkedIn algorithm as the headline appears in all search results – both within the channel and on Google. Also, it is visible to your profile visitors including first and second-degree networks, recruiters, hiring managers, and companies.A Simple Formula You Can Use to Write the Best LinkedIn Headline:
Your core domain (Designation)
eg. Product Marketer
What is your Unique Selling Proposition (USP) (Can include the biggest achievement)
eg. 30 under 30 Global Innovative Marketer
University (+ Which cohort)
eg. MIT Sloan 2011
eg. Red Cross Volunteer3. Write an Eloquent Summary (Also Called ‘About’)
Most LinkedIn users use the summary or about section to share career highlights. In order to stand out, you could also include your career vision, objective, ideology, and biggest learnings. You get 2,600 words to highlight your entire professional journey.Top Six Things to Include in Your LinkedIn About Section:
What is your niche?
Where have you studied and worked previously?
How is your career trajectory unique?
Did you have a good learning curve?
When did you make career switches (and why)?
Areas of interest (can include personal or vocational too)?4. Highlight Skills, Educational and Work Experience Work Experience
Unlike a resume, this section has a character limit. Profile visitors have a very limited attention span. Though this section has a 2000-word limit per experience, long, chunky paragraphs are frowned upon.
It is highly recommended to include a 3-4 line description of the role. Apart from this, 8-10 bullet points can be included to highlight achievements. Remember to add the right metrics and outcomes. Here is a simple formula to follow:
Action Verb + Core Task + Quantifiable Outcome + When
Example: I founded (action verb) a Grassroot Teaching Program (core task) that boosted employee CSR engagement by 25% (quantifiable outcome) in April 2023 (when)Education Section
Under the education section, include all major colleges and universities attended. It is not mandatory to include high school-related information. However, if you have a special achievement during that phase, do include and highlight it.
Including the kind of degree or certificate you earned along with the GPA, certificate copy, and link is necessary. Highlight special achievements, learning experiences, and years.Skills Section
LinkedIn allows you to include 50 skills on your profile. A good mix of hard and soft skills is highly recommended here. Before adding the skills, find out the trending hashtags and keywords relevant to your domain. Don’t forget to pin your top three skills and encourage your network to endorse them.
Wondering how to demonstrate the skills you have added to your profile? Explore the LinkedIn Skill Assessments feature. Complete short quizzes and assessments to earn a badge that can be added to your profile. This helps recruiters validate your claims and it increases your chances of getting hired!5. Use Visual Elements
A LinkedIn profile is both dynamic and interactive. This sets it apart from a regular resume. Recruiters now have an opportunity to read articles and whitepapers you have written and watch videos that feature you.
Showcase your best work in this section and retain a visitor’s attention. You can include: images, videos, PDFs, external links, and blog articles.6. Customize the URL
It comes as no surprise that we would all go for the first link. It is crisp and clean, and we know whose profile we would view first.
LinkedIn provides its users an opportunity to customize their profile URL links. Find this feature in your profile section. Customizing your URL by including your full name and job-related keyword will enhance your SEO value instantly. Your profile will appear better and faster in search results and increase profile visits too.7. Keep the Account Active
Signing up to LinkedIn and having an active profile are two distinct things. Anybody can have a LinkedIn profile. However, setting up the profile completely, continuously engaging with your network, actively posting high-quality content, and updating your skills, is an art. Users who actively engage have better luck with LinkedIn’s continuously changing algorithm. Their profiles get higher preference when recruiters or companies are searching for candidates.
Most importantly, LinkedIn is a professional space and a one-off opportunity for job seekers to build a good, personal brand.
If you are actively looking for a job you could also enable to ‘Open to Work’ feature. It will make your profile more discoverable to potential employers and hiring managers.10 Ways to Stay Active on LinkedIn:
Follow relevant hashtags and influencers
Post original content
Re-post content relevant to your areas of interest
Include links, videos, and images in your posts
Tag people in your posts
Run a poll regarding a trending topic
Find and connect with more people in your domain
Send personalized invites with a short note
Spend quality time at least thrice a week8. Build a Good and Strong Network
LinkedIn’s algorithm works so that your profile is shown to people in your second and third-degree network, encouraging them to interact with you. By adding the right people, you will be able to enhance this more extensive network and build better engagement opportunities.
Adding people to your network and never corresponding with them also negatively impacts the LinkedIn algorithm, as well as your reach.Tips to Build and Maintain a Network:
Share your posts with your network and experts
Tag relevant people on your posts
Repost interesting articles along with a write-up sharing your viewpoint
Write recommendations and ask for one
Join LinkedIn groups and discussion boards
Participate in webinars
Add influencers and industry experts9. Reach an All-Star Profile Level
A strong profile with all elements completed and recently updated gets pushed to the All-star Level. While this sounds simple, continuously updating your profile and staying active on LinkedIn is no simple feat. Only 50% of users across the platform have reached this level. Are you part of that 50%?
LinkedIn’s algorithm automatically pushes such high-ranking profiles, resulting in 14x profile visits and 40x more job opportunities. LinkedIn profiles have 5 stages of strength: Beginner, Intermediate, Advanced, Expert, and All Star.Eight Mandatory Profile Elements to Unlock the All-Star Level
Headline and Location
Connections10. Leverage the Recommendations Section
A segment that can positively influence your profile and add credibility to all your claims is the recommendation section. Getting the right recommendations from former colleagues and managers or professors will help recruiters understand you better.
Who are you as a professional?
Are the skills you claim to possess true?
Do you have a good relationship with your team?
How many people are ready to vouch for you professionally?
What are your leadership qualities and professional soft skills?
It is highly recommended to get recommendations from managers who have directly supervised you, colleagues, who are your counterparts, and team members who reported to you. A good mix of recommendations will help recruiters understand your professional persona much better.Upskilling for Better Job Opportunities
Your LinkedIn profile is now ready. Recruiters are visiting your profile regularly. Interviews are slowly getting scheduled. Exciting job offers are around the corner too. However, are you aware that the shelf life of a skill is only five years? So, if you wish to stay relevant and employable in the future, you must be ready to upskill often.
By Manasa Ramakrishnan
Write to us at [email protected]
All you need to do to change the color of a layer in Procreate is to drag and drop your desired color directly onto the layer. Ensure the layer you want to recolor is the active layer. Then drag the color wheel in the top right corner and drop it onto your canvas.
I’m Carolyn and I set up my own digital illustration business over three years ago. Since then, I have been using Procreate to create digital artwork on the app almost every single day of my life so I am well-versed with every shortcut that Procreate has to offer.
This drag-and-drop tool allows you to quickly change the color of not only layers but individual shapes too. This is not one of the first things I learned on Procreate but I really wish it was as it is a serious time saver. Today I’ll show you how to use this simple and quick method.
There are two ways to change the color of a layer in Procreate.
You can also change the color of a specific shape or section of your layer.
Dropping a color on different shades of a pattern or layer will provide you with different results in color.
2 Ways to Change the Color of a Layer in Procreate
There are two ways to change the color of a layer in Procreate. Open your iPad and follow the step by step below. I will start by showing you the most basic method for covering your full layer in one color.
Method 1: Color Wheel
Step 1: Ensure the layer you want to change the color of is the active layer. You can do this by simply tapping on the layer and you will notice the layer is highlighted in blue once it is active.
Step 2: Once you have chosen the color you want to use it will be active in your color wheel in the top right-hand corner of your canvas. Drag and drop it onto the layer.
Step 3: This color will now fill your entire layer. At this point, you can either undo or repeat steps 1 and 2 with a different color until you are satisfied with the result.
Method 2: Hue, Saturation, Brightness
This next method is more time-consuming but can give you more control over your color choice without having to drag and drop your color wheel multiple times.
Step 1: Ensure the layer you want to change the color of is active. In the top left-hand corner of your canvas, tap on the Adjustments tool (magic wand icon). Choose the first option in the drop-down labeled Hue, Saturation, Brightness.
Step 2: A toolbox will appear at the bottom of your canvas. Here you can manually adjust the hue, saturation, and brightness of your entire layer. Adjust each tab until you are happy with the results.
How to Change the Color of a Shape – Step by Step
Maybe you don’t want to color the entire layer, just a specific shape or part of a layer. Here’s how:
Step 1: Ensure the shape you want to change the color of is Alpha Locked. This will ensure that only your selected shape is filled rather than the whole layer it is on.
Step 2: Once you have chosen the color you want to use it will be active in your color wheel in the top right-hand corner of your canvas. Drag and drop it onto the shape.
Step 3: The shape will now fill with whatever color you have dropped onto it.
Note: You can also use Method 2 shown above to change the color of a specific shape or selection.
Pro Tip: When you drag and drop color onto a layer with multiple shades of color, it will change the color of the layer differently depending on which shade you drop your color on.
See my example below. When I drop the same color blue onto the light or dark part of my pattern, it will give me two different results.
Below I have answered a small selection of your frequently asked questions regarding changing the color of a layer in Procreate:
Can I recolor one item in Procreate?
Yes, you can. Use the method shown above. Ensure your shape is on Alpha Lock and drag and drop your desired color directly onto your shape.
How to change the color of lines on Procreate?
You can use both Methods 1 & 2 listed above to do this. You will need to zoom in on your canvas to ensure that you can drop your color wheel within the line you want to recolor.
How to change the text color in Procreate?
You can change the color of your text while you’re still adding it to your canvas. Or you can use both Methods 1 & 2 shown above to do this if you’re too far gone from the Edit Text stage.
How to darken a layer in Procreate?
Follow Method 2 shown above but only adjust the Brightness toggle at the bottom of the toolbox. Here you can change the darkness of your color without it affecting the hue or saturation of it.
How to change the color of the pen in Procreate?
Tap on the color wheel in the top right-hand corner of your canvas. Once it opens the full-color wheel, drag your finger over the colors until you find the one you want to use. This will now activate your pen color in Procreate and you’re ready to draw.
As I mentioned before, this was not one of the first things I learned to do on Procreate but I wish I did. It saves so much time and also gives you the ability to explore your color wheel to its full extent. This is a great way to learn your color theory on the Procreate app.
If you haven’t already, I highly recommend adding this skill to your Procreate repertoire if you want to really up your drawing game. This will absolutely save you time in the long run and I wish I learned it sooner. Don’t make the same mistakes that I did!
Enter Network Password in Outlook: 5 Ways to Get Rid of it We found the best solutions to this error
The Enter Network Password prompt keeps appearing for many, even after they enter the correct password.
It usually happens due to issues with the network connection or misconfigured Outlook settings.
To fix things, ensure the password entered on Outlook matches that for the email client or reconfigure settings, amongst other solutions.
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Outlook is more than an email client, allowing users to create and manage tasks and note-taking, amongst many other features. Yet, many users reported that the Enter Network Password popup keeps appearing in Outlook.
The problem has been reported on all versions, including the Enter network password error in Outlook 2007. So, let’s find out how you can fix things.What does Enter network password mean in Outlook?
The Enter network password box in Outlook 2007 keeps popping up when you have made changes to the account or migrated the profile. It usually acts as a confirmation medium, but when the error keeps appearing, it points to a problem.
Here are a few reasons you might be getting the prompt:
Incorrect password – The most common reason why the popup keeps reappearing in Outlook is that the password being entered is incorrect.
Misconfigured settings – In some cases, users found that misconfigured Outlook settings were responsible for the problem.
Corrupt Outlook profile – Even a corrupt profile can trigger issues, and the ideal solution here would be to rebuild the Outlook profile.How can I fix Enter network password error in Outlook?
Before we head to the solutions listed below, here are a few quick tricks that might work:
Restart the computer and the modem router (wait for at least 30 seconds before turning it back on). Once done, verify whether the Enter Network Password error in Outlook is fixed.
Check if the Internet connection is unstable, and fix that.
Disable any third-party antivirus, firewall, or other applications designed to modify the network. In case that works, uninstall the program, and the error should be fixed for good.
If none of these work, head to the fixes listed next:1. Check your Outlook password
If you’re confident you didn’t change the password, try resetting the password and configuring your Outlook account again. After doing that, verify whether the Enter Network Password popup stops appearing.2. Change your Send & Receive schedule
After making this change, you shouldn’t see the Enter Network Password error in Outlook 2007 for Gmail.3. Clear the Credential Manager 4. Rename the Protect folder
Once done, the Enter Network Password prompt in Outlook should disappear for good. Many reported that can’t rename the folder, but that, too, is easily fixable.5. Add the account again
That’s it! If nothing so far worked, adding the account again should fix things in case the corrupt cache triggered the Enter Network Password popup in Outlook 2007 for Yahoo Mail.
Before you leave, find out how to speed up Outlook in Windows.
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