StartupNation

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• Best SEO Practices for Startups Explained by OtterPR’s Scott Bartnick
• Why the Great Resignation Could Be an Asset to Startups
• How to Build and Fund a Startup as a Black Woman
• Which Entity Should E-commerce Businesses Choose for Incorporation?
• Essential Software Programs Every Small Business Needs

Best SEO Practices for Startups Explained by OtterPR’s Scott Bartnick Posted: 01 Feb 2022 09:00 PM PST Most of the reasons that startups fail stem from an inability to attract the right kind of attention. In some cases, they do not attract the attention of investors, which typically results in the startup running out of cash. In other cases, they do not attract the attention of customers, once again resulting in the startup running out of cash. In either case, startups can address the problem and give themselves a better chance of succeeding by paying attention to search engine optimization (SEO). Developing and implementing an SEO strategy can be daunting, even for companies with healthy budgets. For startups, it is easy to move SEO to the back burner while founders focus on developing products and courting investors. However, when done correctly, SEO can assist with both of those startup needs and better position a business to survive the startup season. Content Marketing in the Metaverse: Grow Your Audience With 3D, VR, and More Using SEO to explore your customers' needs More than 3.5 billion searches are conducted every day on Google. That's 40,000 searches a second. In most cases, those who are searching with Google are looking for a solution. They want access to information. They want directions to a destination. They want a product or service that will address their needs. To optimize your web content so that it ranks high with Google, you need to provide the solutions for which Google users are searching. Presenting your product or service and its various benefits is not enough to rank high in Google. Businesses need to craft content in a way that answers questions. They need to present their product as a solution to a problem. Search Google for "pillow" and you will find a host of companies selling pillows. For the most part, those companies provide content that describes how comfortable their pillows are, how soft their pillows are and the material from which their pillows are made. You will also find information on how to choose the right pillow and how often you should replace a pillow. Any company that sells pillows would be tempted to focus its web content on the same information. As a result, it would not be optimized to stand out in Google search results. Thanks to sites like SEMrush, Ahrefs, SpyFu, and AnswerThePublic, any startup can explore the questions that are being asked on Google about the products that it intends to sell. In the case of pillows, many of the top questions are focused on how to wash a pillow. Among the top 10 searches are "how to wash pillows," "can you wash pillows," "how to clean pillows" and "how to wash my pillow." Therefore, to increase your chances of connecting with potential customers, web content regarding pillows should offer guidance on how to wash them. Using SEO to refine your business purpose Using search engine insights to craft optimized online content not only will increase search results ranking, but can also assist startups in refining their business purpose. Sites that provide data on keywords and search queries include search volumes as well as the average cost per click (CPC) for keywords. If you find that the CPC for your product is high, it is a good sign that there are already plenty of businesses pushing that product. If research shows that the market for your product is already saturated, keyword research can reveal a niche that is not being served. If you can pivot into that niche, you can find yourself promoting a product that has less competition and that provides the solution for a common problem. Addressing on-site SEO The content found on your site is one of the main factors that will influence how your page is ranked in Google search results. In the past, simply putting the right keywords in the right places in abundance was enough to make your page competitive. However, as search engines like Google have gotten smarter, keywords have become just one of the factors that must be addressed for a site to be optimized. Startups looking to appeal to search engines in 2022 should make sure that they have in-depth content on their site. Simply providing a keyword or two will not be viewed as helpful to visitors and therefore will not be identified as a good search result by Google. The more relevant content you can provide, the longer visitors will stay on your site and the more value Google will assign to it. Blogs and e-books provide one way to include in-depth content on your page, but they should not be the only place that in-depth content appears. A more effective trend in SEO today is providing in-depth content directly on the pages where your products or services are promoted and sold. When those pages rank highly in search results, potential customers are that much closer to making a purchase. A simple way to make your content more appealing to search engines is to use URLs that are "readable" and relevant. Sometimes URLs are reduced to a jumble of letters and numbers to make them shorter. For the sake of SEO, it is better to have a long URL that describes the page content than a short URL that is gibberish. When Google sees "https://mystartup.com/pillows-that-are-easy-to-wash," it can assess the value of your content quickly. When it sees "https://mystartup.com/jk8w321," it moves on. Simple Hacks to Enhance the SEO of Your Website Addressing off-site SEO In addition to optimizing the content that is on your site, there also are steps you can take "off-site" to increase your SEO. In general, your off-site SEO efforts will involve finding ways to get other sites, preferably reputable, well-visited sites, to link to the content on your site. Off-site optimization is challenging, but it is well worth the work. As Google ranks search results, its goal is to serve its users well. Ideally, the top ranking results will provide not just relevant information, but also trustworthy information. When Google sees other pages linking to your content, it considers that a vote of confidence. The more votes you get, the more valuable your content becomes to Google. There are a variety of strategies for getting backlinks, as incoming links are called, and most of them involve convincing other sites that your content would be helpful to their users. Sometimes this can be accomplished by connecting with local or industry-specific business associations that maintain clickable lists of relevant businesses. Another possibility is tracking down broken links and offering related content from your page as a replacement for the missing info. Tools like the "Check My Links" extension for Chrome can get you started with identifying broken links. The best way to build backlinks from credible sites is to have your business featured or quoted in media sources. A link from a credible news source carries a lot of weight with Google and can quickly move your content up in the rankings. HARO, which stands for Help A Reporter Out, is a resource that can help you to connect with reporters who cover your industry. Hiring a PR company to secure media placements is another option. Any startup looking to attract attention cannot afford to ignore how it ranks on Google. If implementing a comprehensive SEO strategy seems overwhelming, start small and make regular progress. Every moment you invest in SEO increases your competitive edge. Anything you can do to increase your rank will increase your chances of connecting with new customers. StartupNation exclusive discounts and savings on Dell products and accessories: Learn more here. The post Best SEO Practices for Startups Explained by OtterPR’s Scott Bartnick appeared first on StartupNation.

Why the Great Resignation Could Be an Asset to Startups Posted: 01 Feb 2022 09:00 PM PST The Great Resignation may have an ominous tone, it's true. Just don't let the name fool you. The massive wave of professionals who are opting out of their current jobs might be a boon for the startup community. As noted by MarketWatch, new businesses have begun to spring up around the nation in record numbers. At this point, we're looking at a 50% bump in annual organization births compared to pre-COVID figures. And who's at the helm of plenty of these new companies? You guessed it: The very people whose "I quit" statements contributed to the Great Resignation. Of course, not everyone who is fed up with work as usual wants to be a founder. Instead, they're seeking a different place to ply their trades and put their abilities to use. In other words, they're looking high and low for somewhere special. And that's very, very good for your startup if you're willing to make a few operational changes. Right now, there are no fewer than 4.5 million potential candidates seeking employment according to SHRM reporting. That's just in the United States. If you're looking for knowledge workers, you can be sure your ideal fit is out there. You just have to get creative with your recruitment and retention processes. That way, you'll have a better likelihood of attracting exceptional applicants who could become future leaders for your organization. How can you get started and make the most of the Great Resignation for the benefit of your small company? Jettison the notion of "business as usual" and give job seekers and employees what they really want. 1. Show up-and-coming workers how entrepreneurship works. It's rare that employees stick around for decades with employers. Rather than worrying about losing superstars, accept that some of your best players may leave one day. This includes those who are members of Generation Z.  To be honest, GenZers have embraced entrepreneurship like no other generational cohort. As noted in a StartupNation piece, roughly a quarter of teens said they've already begun working on their first enterprises. About 4 out of 10 expect to call themselves CEOs sooner rather than later. Imagine if you brought GenZ employees into the fold with the promise that they'd be able to learn the ropes. Think they'd be more inclined to keep producing if they were given the insider details on business management? It's a good bet they would. Consequently, teach all your employees to think like owners. Give them "stretch" responsibilities and look at mistakes as chances to grow. Who knows? Your next startup business partner may be the college grad you end up hiring! How to Create a Culture of Integrity with a Remote Team 2. Get in sync with async. By now, you've probably either dabbled in remote or hybrid working or are seriously considering it. But ask yourself an important question: Have you changed your working processes to make virtual work a successful endeavor? If your team is still working synchronously, global employment solution company Remote highly suggests giving asynchronous work a try.  Asynchronous work is well suited for teams spread across geographic and time boundaries. When you conduct work asynchronously, you don't have to wait for a major part of a project to get finished before you can begin. Instead, you break down all projects to their smallest elements and assign them to team members. Each team member focuses attention on a particular part of a project to contribute to the whole. However, work doesn't have to happen concurrently.  Ultimately, your marketer in Denver doesn't have to find time to meet with your salesperson in the Netherlands to get something done. They can rely on asynchronous communications to move responsibilities to the finish line. So don't be afraid to open the door to async working. Your employees will get more done in less time and with fewer friction points. 3. Offer what other companies can't—or won't. Maybe your startup isn't able to woo high performers with high salaries or impressive benefits packages. That's OK. Your smaller size might give you more adaptability, especially when it comes to the perks that matter most right now. You don't have to look too far to figure out what workers want, either. And you might be surprised at what seems to top all the lists: It's flexibility. The Wall Street Journal noted that 95% of employees say they want the flexibility and authority to choose their schedules. They don't need to work from their homes, either. They just want to be able to rearrange their calendars to better balance their personal and professional duties. Though this might sound like a simple solution, you can bet that it's not being offered all over the place. By highlighting that your startup encourages flexibility, you could end up with a more sizable number of applications. At the same time, your current workers may think twice before saying goodbye if you institute flex working arrangements.  Must-read: How to Staff a Strong Culture on a Shoestring Budget 4. Strengthen the bond between your brand and corporate culture. Everyone's talking about branding these days. Individual branding. Product branding. Company branding. You've probably gotten into the act, too. Have you merged your branding efforts with your desired corporate culture, though? If not, your employees might not feel as tethered to your organization as they could. A Harvard Business Review piece talks about the benefits of building a culture on top of a business brand. The author describes several types of overarching organizational brands including those that are disruptive, innovative and luxury-based. She recommends that you use your brand type to better design and influence your intended culture. For example, she suggests that if you consider yourself a service-centric brand, your culture needs to be caring and empathetic. How does intertwining your brand and internal culture advance your company? Everyone will always know how to act in any situation. Similarly, they'll feel supported by the brand they serve, which may increase their loyalty.  At this point, you can look at the Great Resignation as a threat or an opportunity. Choosing the latter puts you in an advantageous position to make the most of this unprecedented shift. Sign Up: Receive the StartupNation newsletter! The post Why the Great Resignation Could Be an Asset to Startups appeared first on StartupNation.

How to Build and Fund a Startup as a Black Woman Posted: 01 Feb 2022 09:00 PM PST Securing funding for a startup relies heavily on the connections you have among investors, as well as your ability to attract attention to your business. What happens when those investors are mostly upper-class white men, and you are not? It can be difficult for people of color, women, and working-class backgrounds to find investors for their startups when most of the funding comes from people outside their social circles. The lucrative startup landscape has been particularly exclusive and inaccessible for non-white male and female entrepreneurs, whether intentionally or not. For ambitious entrepreneurs who don't benefit from a privileged background, it's important to understand the challenges you may face when seeking funding. It's also equally important not to let these extra obstacles overwhelm your vision and stop your business from getting the investments it needs. This article will discuss the most common challenges for non-white, female, or working-class startup entrepreneurs and provide some tips and insight about how you can overcome them. 15 Grant Programs for Minority and Women Business Owners Have patience – and persistence Many people with experience in the startup environment will tell you that your first startup funding round should take about six months. However, we already know that your experience in this landscape won't be typical. Consider that 90% of tech startups are male-founded, with 77% being white. These folks often have access to vastly more resources than your average entrepreneur and may even have a long line of successful entrepreneurs in the family. Give your startup a more realistic business strategy for obtaining funding, and understand that it may take a lot more effort, work and persistence on your journey than for others. When you are the highest-earning or most successful person in your circle of family and friends, you don't have the luxury of phoning up a loaded uncle for a short-term loan, after all. Unfortunately, an initial lack of funding is often a turnoff for investors, who may see your lack of investments as a liability, proof that people don't buy into your idea, or that you haven't worked hard enough. Because of this, you will likely need to start looking for funding earlier on in your startup's lifecycle. Even though this is a challenge, it's one that many black, brown, and female entrepreneurs face, as well as white men from working-class backgrounds. Don't give up or get discouraged! With persistence, you can find an investor who understands your business and your vision – which is just as important as the funding itself. Try searching online for angel investors, early seed investors, or incubator/accelerator programs that could help your business get funding. Social networks such as Angel.co, F6S.com, backstagecrowd.com, or even crowdfunding websites can help you get started. The good news is that the tide is slowly – but surely – turning in terms of the number of investments black businesses receive. In 2021, black businesses secured more than quadruple the amount of funding they did in the previous year. Use failure to find success People who feel like they don't fit in often feel more pressured to avoid mistakes. They often feel like they serve as an unofficial representative for people of their race, gender or background. People of color and women in male-dominated industries understand this pressure all too well. However, succumbing to these feelings can be a death knell for your startup's success. The only commonality between all successful people is that they have failed many times throughout their lives before finding the method that brings them success. In 2019, the failure rate of startups was around 90%. Typically, entrepreneurs found success after their third, fourth or even fifth business venture. However, many people from marginalized groups are more risk-averse because of the life experiences they've had. Part of this is because people of color and female business professionals are generally judged more harshly for their mistakes. While a normal part of running a business, a mistake can reinforce negative racial and gender-based stereotypes, sometimes on a subconscious level. The truth is, every business professional makes mistakes – especially those who are just starting a business. Avoid shying away from risks and remember the adage "no risk, no reward." If you have a fear of failure (actually, most of us do!), remind yourself that failures can be the most valuable learning experiences that money can't buy. Don't be afraid to be open about your failures when talking to investors, and be sure to highlight how you have changed your approach since then. Showing potential investors that you can recognize mistakes and grow from them will prove that you have the characteristics of a great salesperson and leader.  6 Tips for Entrepreneurs to Successfully Pitch to Women Angel Investors Find your people Those who feel sidelined and marginalized – for example, non-white men in an industry full of white men – can be tempted to isolate. A lack of trust in the system – which has not, after all, been designed for people who look like you – can result in self-sufficiency that, while admirable, will not help grow your business. A good team is of vital importance to a startup entrepreneur. You will need support from others to take your business to the next level and, most importantly, to prove that you can work as a team. Even the best businesses and the strongest leaders can fail if they don't have a solid sense of trust in teamwork. Investors love to see when a company can communicate and collaborate efficiently. While funding is important, so is connecting with the right people who can add to the vision of your business.   Get out there Securing funding when you don't already have a network involves a lot of extra legwork. For entrepreneurs who didn't grow up surrounded by successful businessmen, it will take some extra effort to get the word out about your startup. So be sure to attend networking events, seek mentors and always talk about your business to friends, family and anyone else who will listen. Researching investors who have expressed an interest in working with diverse startups can pay huge dividends. You may also want to check out the Community Development Financial Institutions (CDFI) Fund, a government-backed fund that provides "loans, investments and financial services … to underserved populations and communities." Furthermore, the Minority Business Development Agency (MBDA) is a federal agency "tasked with promoting the growth and competitiveness of minority-owned businesses" and can offer many resources in your funding journey. Harlem Capital Partners, Humble Ventures and Kapor Capital are just some of the venture capital firms that focus on allocating funding to diverse founders. Research the venture capital firms in your local area and around the country to see if you can find an investor who can help you with your startup while also having a better understanding of your experience as a non-white entrepreneur. Conclusion Startup entrepreneurs must face a seemingly insurmountable number of obstacles on their journey to success. These challenges can be amplified greatly if you are a person of color or female. However, with persistence, a strong belief in your startup's vision and an unswayable attitude, you can find investors who can give you the funding you need to align your business with your goals.  Verizon Small Business Digital Ready: A free resource for learning business basics, the latest technology and more. The post How to Build and Fund a Startup as a Black Woman appeared first on StartupNation.

Which Entity Should E-commerce Businesses Choose for Incorporation? Posted: 01 Feb 2022 09:00 PM PST Should an e-commerce business file for incorporation? The short answer is yes. It is possible to run an e-commerce business as an unregistered entity. This is a default business formation known as a sole proprietorship. Entrepreneurs can start and run businesses structured as sole proprietorships particularly if the business is one with limited growth potential and low overhead expenses. Over time, however, they may choose to form an LLC or incorporate as another registered entity. Doing so often means making a decision that better accommodates the growing business and its needs. Which entity should an e-commerce business incorporate as? Here are some of the most popular options: Sole Proprietorship Limited Liability Company (LLC) S Corporation 3 Dangers of an Unincorporated Business (and How Incorporation Can Resolve These Problems) Sole proprietorship Ideal fit: Online merchants or e-commerce storefronts that operate as low-risk ventures or as a hobby. Shutterstock Small businesses start off as sole proprietorships: unincorporated businesses that are not considered to be legal entities. The structure of a sole proprietorship has no barriers to entry. Little to no paperwork is necessary to start the business. There are no ongoing maintenance requirements. Essentially, as soon as you begin acting as a business you are a sole proprietorship. The owner is able to exercise full control over the company. Which types of e-commerce businesses can, or should, be sole proprietorships? The answer is very small businesses. We're talking so small they are technically considered to be hobbies. A few businesses may include photography, writing, exercise instruction, and tutoring. The business may have a small customer base, but again it must be as low-risk as possible. Most businesses do not stay this small forever. Gradually, a hobby will expand its offerings and increase its customer base. Once the hobby begins to earn a profit and you report this income to the IRS, the hobby is no longer considered a hobby. It is now a sole proprietorship because it engages in business activity. From here on out, entrepreneurs may choose to remain a sole proprietor or form a registered business. If the business continues to expand and isn't limited in growth, its best bet will be to incorporate. This ensures the business, and its owner, receives limited liability protection. Having this type of legal distinction keeps professional and personal assets separate. It also takes a load off the merchant's shoulders in terms of responsibilities. A sole proprietor is responsible for all aspects of the business and any liabilities. Incorporating allows sole proprietors to treat the business as a separate legal entity and lessen the responsibility load. 5 Startup Responsibilities You Can't Afford to Ignore S Corporation Ideal fit: E-commerce businesses and startups that would like to receive asset protection and save on taxes. We cheated a little bit by mentioning an S Corporation because an S Corp is technically not a legal entity. Rather, an e-commerce business may elect S Corp status for tax purposes. Doing so allows the business to receive pass-through taxation. Profits pass through the company level and the business owner can avoid double taxation. Business owners may also put themselves on payroll as an S Corporation and pay themselves a reasonable salary to save on FICA taxes. You'll also receive limited liability protection as an S Corp. The only type of e-commerce business that isn't well suited for an S Corporation is a high-earning company. These types of businesses may be better suited to incorporate as a corporation. Limited Liability Company (LLC) Ideal fit: Online merchants or e-commerce storefronts with serious plans to grow their offerings and business. Many eCommerce business owners or merchants may have plans to expand their business beyond its online presence. For example, they may wish to open a brick-and-mortar storefront. An in-person storefront will allow them to sell offerings in-person in addition to keeping their online presence up and running. Their best bet is to form a limited liability company (LLC). Forming an LLC allows entrepreneurs to form a credible, flexible business. An LLC can quickly build credibility with consumers and become a respected brand. The entity receives limited liability protection for its professional and personal assets. Owners of the LLC, known as members, may choose an LLC structure that best suits their needs in terms of exercising control over the business. (Think structures like member-managed that allow all members to equally run the LLC.) The flexible nature of an LLC also allows the entity to determine how it would like to be taxed, too. These business expansion plans may grow over time. Perhaps one day the e-commerce business will decide it wants to expand globally or offer an IPO. If that's the case, the owner will change the LLC entity formation to a corporation. But that's later down the line — when and if the e-commerce business decides to take on the world! Sign Up: Receive the StartupNation newsletter! The post Which Entity Should E-commerce Businesses Choose for Incorporation? appeared first on StartupNation.

Essential Software Programs Every Small Business Needs Posted: 01 Feb 2022 09:00 PM PST It's almost impossible to run a business these days without the help of technology. Not only do various software programs make it easier for small businesses to streamline their daily operations, but they also make it easier for customers to find and interact with them. Today's customers expect a certain level of digital access to their favorite businesses. But it isn't possible to have all the bells and whistles when you have to keep your budget in mind. You need to focus on the essential software that will enhance both the operations side and the customer service side. Not sure where to start? Here are 5 essential software types to set up for your small business. Essential software for small businesses and startups Every business is different, of course. It's important to assess the needs of your organization before choosing the software programs you'll use on a daily basis. Because it can be a hassle to change over to another program later on, it's a good idea to put some serious thought into the essential software you will be using, especially if you're in the startup phase. The right essential software for your business will depend in large part on the products or services you offer. If you sell physical products, then you might need a software program that allows you to make online sales. If your business model relies on a sales team, on the other hand, you might need a robust sales management tool. Regardless of your industry, however, it's important to think critically about what you need. When you start to research the options, it can be overwhelming and a little exciting. You might think that you need more tools than you actually do. Try to keep things simple and only spring for the software that you really need to help your business run to its full potential. The good news about the software solutions available today is their ease of use. For a long time, you had to have some programming knowledge to leverage the best tools on the market. Today, there are so many options for user-friendly software programs designed for people who may not have advanced tech skills. Website building software If you have a small business, you need a website. That's just the way it is now. Unless you already have significant word-of-mouth business coming through the door, people will not be able to find your business without a functional website. It can be a great idea to hire someone to design your website for you. Designers understand how to effectively build a site that reflects your brand and provides all the information a customer might need. However, you will need to make some decisions before you can hire someone—you will want to choose a designer who has experience with the tools you choose. Website building software can run from drag-and-drop solutions like Squarespace to complex and versatile tools requiring programming knowledge. As a small business, it's hard to go wrong with WordPress. WordPress is an open-source website-building tool that can work with multiple website hosts and themes to create a website that is owned by you and completely customizable. ​Accounting and payment transaction software All businesses have money to keep track of, even non-profits. The tax situation for small businesses can get very complex and it's important to keep meticulous records. Choosing the right accounting software can be crucial for accuracy and ease during tax season. Some good options to consider are: Xero Quickbooks Freshbooks You will also need robust payment transaction software. If you're processing credit cards in a brick-and-mortar location, your needs will be different, but most small businesses and startups can get by with a simple solution like Stripe for payment processing. Crazy Egg Project management software Does everything within your business happen as a result of controlled chaos? If so, project management software can help. These software programs can help you keep track of both short-term and long-term projects and multiple employees. Project management software allows you to create projects, tasks, and deadlines. You can assign people to different tasks and track their progress. If you have growth goals, this is a great way to keep track of all the different projects you're working on. Some top choices include: Asana Trello Clickup Project management software options can be pretty similar. So it's important to figure out which features are most important to you and go from there. Customer relationship and communication software Customer relationship management (CRM) software can help sales and marketing teams. They will allow you to track the customer's journey, which is especially important for sales processes with a long funnel. Options for robust CRM software include: Zoho HubSpot Communication software for your team might include video conferencing solutions like Zoom and chat programs like Slack. If your team is remote, you will need to invest more heavily in communication software. Marketing and PR essential software Sales, marketing, and PR are extremely important for any small business. You need to be able to spread the word, connect with potential customers and your community, and make more sales to increase your revenue. Many small businesses underestimate the power of email marketing, which can help create engagement and loyalty among customers or help convert people who aren't ready to buy right away. Social media tools like Buffer and Tailwind can also be key for some small businesses—it all depends on your individual marketing strategy! Good email marketing software options include: Mailchimp Constant Contact ConvertKit Bonus: analytics software Today, data is key for understanding your customers and streamlining your workflows so you can maximize your profits and customer satisfaction. Collecting and analyzing data doesn't have to be a challenge and it can help you grow your small business over time. Google Analytics is a great tool for any small business and should definitely be part of your toolkit! Don't overspend on software—and don't let it run your business It is important to invest in quality software you and your team will use. But remember, don't go too crazy. Software subscriptions can easily add up. As you explore your options, consider free trials and see which tools make the most sense for your business. Don't use a tool just because everyone else is using it. Find your essential software and keep your spending under control so you can invest in other areas of your business and avoid digital clutter. At the end of the day, these essential software programs will assist you in running a successful business, but you shouldn't let the tools run it for you. Whether you're a new entrepreneur launching your first startup or a seasoned business veteran, remember to think critically about which software programs you use—and how you use them! StartupNation exclusive discounts and savings on Dell products and accessories: Learn more here Originally published Oct. 21, 2021. The post Essential Software Programs Every Small Business Needs appeared first on StartupNation.

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