Gender Equality Setbacks Create Female Recession

"Women make up 39% of global employment but account for 54% of overall job losses as of May 2020. At the same time, the burden of unpaid care, which has risen in the pandemic, falls disproportionately on women." states the Harvard Business Review.

McKinsey estimates that the 'global GDP growth could be $1 trillion lower in 2030 than it would be if women’s unemployment simply tracked that of men in each sector'. They go on to say, "Conversely, taking action now to advance gender equality could be valuable, adding $13 trillion to global GDP in 2030 compared with the gender-regressive scenario. A middle path—taking action only after the crisis has subsided rather than now—would reduce the potential opportunity by more than $5 trillion. The cost of that delay amounts to three-fourths of the total global GDP we could potentially lose to COVID-19 this year."

Traditional perceptions of the societal role of mothers are a major factor in the disparity of the impact. While women with partners may have some form of relief, more than 15.7 million women are estimated to be the sole caregiver for their children, leaving them with even fewer options. We are looking at more than just a temporary set back here. From taking lower-ranking roles in organizations to having to change roles or industries completely, these parents are going to feel the economic blowbacks for, what could quite possibly be, the rest of their working lives.

 

 


Work from Home Options Fail Working Parents

"Florida State University has announced that come early August, it will not continue to allow employees to work from home while simultaneously taking care of their children."

While this may not be your company's stance, it is a growing sentiment amongst corporations. The additional stress this puts on the parent is almost insurmountable. With child care options at an all-time low, tighter budgets at home, and parents caring for multiple family members at once, the rise of mental health impacts.

  • The number of people looking for help with anxiety and depression has skyrocketed. From January to September 2020, 315,220 people took the anxiety screen, a 93 percent increase over the 2019 total number of anxiety screens. 534,784 people took the depression screen, a 62 percent increase over the 2019 total number of depression screens.
  • The number of people screening with moderate to severe symptoms of depression and anxiety has continued to increase throughout 2020 and remains higher than rates prior to COVID-19. In September 2020, the rate of moderate to severe anxiety peaked, with over 8 in 10 people who took an anxiety screen scoring with moderate to severe symptoms. Over 8 in 10 people who took a depression screen have scored with symptoms of moderate to severe depression consistently since the beginning of the pandemic in March 2020.  - Mental Health Association

From panic attacks to full nervous breakdowns, mothers, in particular, are carrying so much more of the load at home that they can't seem to get a breath. If there is a partner in the home, past parenting agreements have dissolved or abandoned as his career has taken precedence, and even when the mother out earns her male partner, she is still the main source of planning, management, and attention for all household items.


2020 will be the death of the working mother - Scary Mommy

"Unless you can survive on three hours of sleep, telework, and have the magical ability to wash clothes with your mind, this is impossible."

Scary Mommy, one of the top bloggers on motherhood, shares some staggering views on the pressures that working moms are experiencing - and the lack of a solution. From. the fear that we will damage our relationship with our children and their view of us as parents in general, to the mounting pressures from organizations that are ill-equipped to accommodate what a truly flexible work structure needs to be in these times, Scary Mommy lays it all on the line.

Gender Equality is set to step back not just a year in its timeline, we are going to lose decades. Working women who have lost their jobs or have had to decide to step back, will most likely be replaced with a male counterpart with less experience. If and when they decide to go back to the workforce their jobs will no longer be there, and their family life will have been forever changed. Without the ability to work in a part-time capacity, employers are letting go of their female employees at a rate of 5 to 1 since the pandemic.

We told Rosie the Riveter to leave her kitchen and serve her country, and now we are telling our working moms to take care of their families and let go of hard-earned careers, where there is still wage disparity, to hopefully come back one day.

Read more...

 


How to keep going when everything is f....unky

Having trouble staying productive? The @revenue team has compiled some of our favorite tricks and tips to help you find ways to keep going and get everything done!

 

Marie Hale, CEO

Her #1 trick? “Plan and prioritize!”

The best advice she’s ever received or given? “Eat that frog! Do the hard stuff first! Block time on your calendar and hold it sacred. You deserve to work ON your business!”

 

Andrea Keirn, Marketing IntegratorAndrea Keirn

Her #1 trick: “Make a list and get addicted to the checkmarks!”

The best advice she’s ever received or given? “ Listen with the intention of understanding, not the intention of responding- it helps you get better at accomplishing things more efficiently and more completely the first time”

 

Joshua Lally, Special Ops

His #1 trick? “Put away the phone and other distractions”

Best advice he’s received or given? “Following the philosophy of "done, not perfect." Get it across the finish line, then work on beautification and perfection, but don't risk being late because you're stuck on details.”

 

 

Michelle Kidd, Executive Assistant

Her #1 trick? “ The most important thing is to take breaks. If you burn yourself out early in the day, you won't be as productive overall. Take 30 minutes to get away from your desk and watch an episode of a tv show, have a snack, go outside, or whatever you can do to rest your mind and spirit.”

The best advice she’s ever received or given? “Start with the thing you really don't want to do. If you get it out of the way, then it's done and it won't be looming over you anymore.”

 

Carolina Franca, Graphic Designer

Her #1 trick? “setting the right mood to power up concentration. For example, music usually puts me on the productivity track.”

Best advice she’s ever received or given? “It's better done than perfect", because sometimes I may be a perfectionist, but when time is ticking, it's required to prioritize what is fundamental to get the job done and set aside what isn't.”

 

Rotimi Kehinde, Artistic Director

His #1 trick? “ 30min Tasks 5-Min Breaks Using the Pomodoro Technique”

The best advice he’s received or given? “You are who you are today because of what you put into yesterday.”

 

Kelsey Hoff, Copywriter

Her #1 trick? “For writing, I set a timer for an hour and I have to concentrate on my project until the hour is up--many times the hour will fly by and I will keep going after it's up.”

The best advice she’s received or given? “Keep it BIC (butt-in-chair)”

 

 

Danny Bernardo, Social Media Manager

His #1 trick? “Starting each week by identifying my goals, not only professionally but artistically and personally as well. I then take those goals and allocate time throughout the week to make sure they get done.”

Best advice he’s received or given: “"You can only be accountable to yourself. Prioritize the things that absolutely must get done but take time for your own well being as well."

 

Raihan Reza, Marketing Support Specialist

His #1 trick? “ Stay focused, have a plan!”

The best advice he’s received or given? “ Be calm and continue doing it.”

 

 

Need more inspiration to stay on track? We’ve got you covered. Here are our favorite tools and resources to help you stay organized, manage your time wisely and get it done!

Tools we Love:

Read & Watch:


Benefits of Hiring a Fractional CMO in 2020

In the unfolding economic crisis of 2020, most business leaders are pushing forward into new territory in one way or another, whether it’s internal restructuring or a complete overhaul of your offerings. Marketing is a high priority to not only survive these relentlessly uncertain times, but also to make sure the work you’re doing now is building towards a more sustainable future for your business. Many early-stage and small businesses are finding that they don’t have the marketing leadership in their C-suite to keep up. 

There are plenty of ways companies end up in this situation: maybe you’ve gotten by without a CMO thus far, but other roles are too busy to manage marketing right now, or maybe things are changing fast in your industry and you need an expert with a wider range of experience. Maybe your company is growing faster than you anticipated and you need a marketing leader who can step in and chart the course until you can afford a full-time executive. An agency could do the trick, but you need a dedicated person “on the ground” with you who can strategize and implement with your team. 

The short-term, big-commitment marketing leader you’re looking for does exist: meet the fractional CMO. This role is typically brought in to build up or manage your company’s marketing function on a part-time or short-term basis. From a cost-benefit standpoint, fractional CMO services deliver an incredible amount of value for much less than what an in-house team of their caliber would cost. The average salary for a full-time CMO is $174,573, and they usually have a marketing director or marketing manager working under them to carry out tactical work (earning average salaries of $87,915 and $65,399, respectively). And that’s before any benefits, payroll taxes or bonuses. All told, hiring a team with all of these roles plus support for digital and social implementation would cost over $400,000 per year in salaries alone. Working with @revenue for fractional CMO services costs about 30% less than that—around $280,000. See what we mean by fractional?

Take a look at some of the benefits a CMO offers that you won’t find with a consultant or a typical agency:

Evolves existing strategies and processes

When tried and true marketing channels aren’t working like they used to, it might seem like you have to abandon your entire strategy and start from scratch with a new approach—especially if you see your competitors finding success with new technology, social channels, etc. and you can’t keep up. Trusting an agency to make these calls for you can feel like a huge risk, and it is. If you don’t know where to start with new channels or how to make the transition without breaking the budget, a fractional CMO will take the time to get to know your existing strategy and make incremental changes to evolve it along with new tools and best practices so you can keep your momentum and your audience as your marketing processes change. 

Crafts and manages a unified strategy with your team

Maybe you’ve tried some new marketing channels and been burned by one-stop solutions that didn’t do what they promised. Opening up new avenues for marketing takes an integrated strategy with someone experienced at the helm keeping a close eye on your metrics and making adjustments as you go. It takes a level of communication with your CEO and your team that most consultants and agencies don’t have the capacity for, but a fractional CMO is flexible to step in and actively manage your strategy in real-time.

High-level partnership

Speaking of communication, if you’ve made a big pivot recently and need to maintain consistency at a big-picture level, a fractional CMO often has the business leadership experience to take part in those C-suite conversations. Lots of companies are finding themselves in need of a high-level manager with the experience to build up a new marketing foundation while sales are lower than usual and they are still smoothing out the operations of a new business model. It can be a challenging time to hire the kind of full-time support you will eventually need, but a fractional CMO will fit the bill until the time is right.

Supports your sales team

Is your sales team struggling to work as a team while client responses are turbulent? Do they have any strategic marketing support, or are they creating their own materials? Often when there isn’t a robust marketing department, the onus falls on the sales team to generate, develop and close their own leads. Trying to get by without a dedicated marketing leader is a recipe for sales team burnout. A fractional CMO will find the gaps that are costing you sales and fill them so your salespeople can do what they do best.

A fractional CMO delivers the marketing leadership you need to keep growing your business while you need to keep cost, commitment and risk to a minimum. But the key factor that can really make or break this decision? The relationship you build with your fractional CMO is mission-critical. You have to find someone you trust, who will tell you the hard truths that will make for a better strategy in the end. At @revenue we call this Professional Love, and we insist on loving all of our clients, especially through their most difficult times.

But all good things must come to an end. Your team might absorb the new processes after the initial implementation, or the new revenue you generate might open up room for a full-time marketing executive. It takes about 6 months to see the full ROI from your CMO, but you may decide to work together for several years. Our team is great at documenting processes to hand back to your team whenever you’re ready. 

Are you as excited as we are about the benefits of a fractional CMO? Get in touch with us and let’s talk about it!


How to Support Your Small Business Community During the Coronavirus Outbreak

It’s almost become a campaign cliche that small business is the backbone of America; but in the year 2020, amidst a viral outbreak like we’ve never seen before, the strength and flexibility of that “backbone” is being tested. Without much direction or aid coming from the government, we’re looking to each other to make a way forward—but there’s so much noise it’s hard to make some sense of it all. Our responsibilities as business owners have changed overnight and we’re asking ourselves where the money will come from, if and when we’ll have to let someone go, and how to go about making sales in a quarantined market.

Without a doubt, it’s an urgent time to support our networks while offering the opportunity to support us back. Nobody wants to come across as taking advantage of this awful situation, but what does one do if they want to appear authentic and actually help? Our team had a meeting of the minds this Monday; we came up with our best ideas to help you get through this time and come out on the other side with a team that believes in you, a customer base that knows that you care and partnerships that are even stronger.

Spend Wisely: Support Small

The #1 way to support your fellow business owners right now, as always, is to shop small. It’s especially important to think about brick and mortar businesses that usually rely on foot traffic, like restaurants and retailers. Many are scrambling to build online stores, but some have gift cards available on their existing websites. One of our favorite tricks for lunch meetings on lockdown is sending a GrubHub gift card with a list of locally-owned options.

Everyone’s budget is in flux, but necessaries like cleaning products can be found locally instead of at big-box stores. Think about any birthdays coming up and any other gifts you need to buy soon. Spend some of your downtime searching these local business directories to find what you need right now:

Communicate Mindfully

As we all huddle up to our laptops to stay in touch with the world, we live and do business through our online presence, and our messaging becomes more critical than ever. Be sure to communicate with each of your audiences—yes, everyone—clients, partners, employees, the public, about any changes that will affect their business with you. Communicate with your existing network first before reaching out to new contacts. Post important information in a central location, like on your website, and use appropriate channels to share it.

Just as important as spreading the word about the changes in your business is putting other news on hold until you know for sure that it’s still moving forward according to plan. And even if it is, think twice about whether or not a big announcement is still appropriate. Blaring good news while so much is being canceled may come across as tone-deaf. News about product launches and events may need to be softened or postponed.

Manage Your Fear and Be a Leader

Fear of the unknown is a whopper, especially when you have a team (or a small community) looking to you for answers. While it’s an important time to show resilience, being honest about the things you still haven’t figured out is a much better look than withholding information.

If we didn’t know it before, it’s becoming abundantly clear that a business isn’t run by technology and systems: it’s run by a group of people with a shared goal. And when your mission is bigger than any single person on the team, you can have real faith that it’s all worthwhile. We at @revenue seek out other mission-driven businesses to work with because we believe this so much. Remind your team and your clients how important they are to you, and that no matter what else changes, your mission will drive you forward because it’s bigger than all of you.

Take Action

While you’re waiting on your bigger answers, take action on the things you have the power to do right now. If you need to get out of the house, My Block My Hood My City is accepting donations and organizing volunteers to distribute viral response packages to seniors. Reach out to your network and ask what kinds of support they are looking for.

One thing we know for sure is that this isn’t going to be over quickly; businesses that don’t already have a tech stack to support working from home will need to pull one together. Our team is working on a webinar to help you get digital quick, so watch out for more details! As always, let us know what else we can do to help.


NO, I WON’T SHARE YOUR SOCIAL MEDIA POST

Have you ever asked a friend, family member, or associate to share your social media posts to help you grow your brand awareness or cause?  And then, they refuse! What jerks, right? Well, it isn’t that simple…

One of my favorite things about social media is keeping in touch with clients across the social landscape. Watching them bring their greatness & share insightful ideas that inspire me. I had the honor of working with Ms. Yaneek Page and her talented team last year. Yaneek is a game-changing, award-winning entrepreneur making a huge impact by helping Caribbean business owners enter new markets as Program Lead for Market Entry USA.

Yaneek shared a Tweet today about social media etiquette that had me applauding!

hooray GIF

She explained why the lack of sharing is not a lack of caring. It’s simply protecting one’s brand, consistency of message, and keeping integrity to a process. So, in this case, I asked, “Please, let me share your social media post on my page!”

And she graciously agreed…

Let’s talk about asking people to share your content on social media. Guys, understand that people can support you, your events or cause BUT refuse to repost/share your content. Respect their right to say NO!

This is the Digital Age! Many people now recognize the value of their social media assets and are intentional about personal branding. This means they’re less random & more strategic about their posts.

It also means they have to be vigilant about the content & ensure it aligns with their own image, personal brand & goals. At the risk of offending family, friends, colleagues & even clients, people will guard their social media vigilantly. It’s a huge part of their digital footprint.

We’ve developed this habit of asking people to “share on your page” and expecting that they must say yes.

Like, what’s the big deal? It’s just a post.

No! It’s not that simple & it is a big deal. Their reputation & brand could be on the line.

Sharing, reposting & promoting other people’s content – whether it’s an event, flyer or cause is akin to saying “I endorse this” or “here’s what I’m about” Some may even assume you’re connected with the organization etc. That’s a risk not everyone is willing to take.

Remember too, your brand isn’t just image. It is reputation. Managed well, it’s an asset. Managed poorly, it’s a liability. It’s your tone, your language, your values, your frequency & depth of sharing. It shouldn’t be random!

Whether it’s your family, close friend, or colleague. Whether you’ve hired, contracted or booked them to do work. Respect that people are not obligated to share what you’ve asked them to. Frankly speaking, in this digital age, that is sometimes an unreasonable ask.

Yaneek Page

Yaneek Page is the founder of the Caribbean’s first litigant support company, Future Services International Limited. A certified trainer in entrepreneurship, Yaneek is also the creator & executive producer of The Innovators, a TV series airing in over 18 countries which transforms small businesses and promotes entrepreneurship. She is also an entrepreneurship and small business writer for MasterCard Caribbean Business Blog and the Gleaner newspaper.

Yaneek is also the Program Lead for Market Entry USA, an accelerator program that helps Caribbean entrepreneurs to achieve their goal of expanding outside their country of origin to the US Market.


You might need to hire a marketing agency if…

Let’s face it-- not every business needs a marketing agency. I know, it may seem counter-intuitive because every business needs a marketing strategy, but not everyone needs to go out and hire a professional to do the work. Whether you are just starting out or have decades of experience, marketing professionals aren’t free and when investing your time and finances you need to be sure that your business is ready.

That being said, there comes a point that professional support is what will take your business to the next level. Here are just a couple of signs that the time has come:

  1. If your parents don’t know what you do. You have no idea what your “brand” is and no idea how to talk about your business. You don’t need to be able to explain the intricacies of what you do, but you should be able to narrow it down to a couple of sentences. Marketing will help you to refine your message and give you crystal clear direction on how that gets expressed. Everything from colors and fonts to your voice and values needs to get expressed in a consistent manner that is easy for others to understand.
  2. If it gets pushed off your plate due to time or procrastination. You didn't open a business because you feel the joy of writing a good newsletter, or perhaps you avoid social media like the plague. Writing blogs, posting on social media and making website updates not only take valuable time but to do well it takes years of experience. Calculate your hourly rate by the number of hours you spend on marketing activities and see if you have some wiggle room to hire someone else to do it. Chances are when you leave it to an expert it will be done better than if you keep trying to do it yourself, and you may even save yourself some money & time along the way.
  3. You're ready for more business, but you don’t know how to ‘make’ it happen. If you've ever been asked "where do you get business from?" and your only answer is referrals, you are not in control of your sales... Let’s face it, hope isn’t the most effective strategy. If you are looking for more business, your marketing team should lay out a clear path to success and a pro will be able to recommend the right channels, strategies, and tools to get you there.

Agencies are great at providing the tools, resources, strategy, and implementation of marketing, but if you don't know your market, this is all a guess. Marketers work best when you know your business, and they help you communicate it. So go out there, talk to your customers, find out what they want more of and get clear on where your business is going. Then find a marketing firm that knows how to listen and provide great insight - they go hand in hand.

Although marketing might seem like the next step to growth, let’s not leave out it’s best friend: SALES! These two disciplines work hand in hand to drive more revenue. If you are out of balance, you will waste time and resources going down the wrong path. Schedule a complimentary consultation with our team @revenue to learn the best direction for your organization.


Personal Branding: 4 Rules to help you Rule

Personal branding - the term is everywhere in the marketing world and experts and owners alike are diving headlong into creating a magical personal brand of their very own. As part of a larger strategy, personal brands can be a powerful way to establish expertise and connect with new audiences, but on it’s own a personal brand is not a revenue generator. Turns out, people don’t want to give you cash for just being they you-iest of yous!  And at the @revenue office, the motto is: if it doesn’t help generate revenue, then it’s not for you.

One of the biggest questions you should be asking before you embark on creating a personal brand is: Do I know EXACTLY what I am going to be selling to the leads generated from this? If the answer feels ambiguous take a step back and map out what your offering will be. Even if the answer is products or services from within your current business, what it will take to fulfill them, and where you can create economies of scale to help you make more money in less time? (you get bonus points if it has a Monthly Recurring Revenue stream built into it). Know what success looks like before you start so you have a direction to go, because no matter how many likes, follows or watches you get, you are not going to be happy about the investment you make if it never pays you back.

As an expert, crafting and rolling out a personal brand will give you certain flexibilities that should happen outside of your business brand. Using your personal brand to reach out and create more one on one conversations, put you on stages, and increase your social media reach are all great goals to have. What then becomes important is how you will expect it to turn into income. Typically we will want to see a sales model with a personal brand that includes the following things:

  • Paid speaking engagements
  • Direct leads for your business
  • Digital courses or materials like books, podcasts, etc.
  • Advertising dollars for your YouTube Videos and podcasts
  • Partnerships that will boost your business

Personal brands also take a long time to take root - this is no quick win. And what’s worse, is that a back-fire in your personal brand will follow YOU around, not the name on the company. So…. how can a personal brand backfire? Oh, let’s share some stories, shall we?

1. It’s not you.

Personal brands are all about authenticity. If your goal in crafting a personal brand to make people think things about you that aren’t true. This is where those idiosyncracies will come crawling into the daylight. Allow me to present Exhibit A: the photoshop fail.

2. It’s all about you.

This sounds contradictory at first, but your personal brand should include your thoughts on other things besides yourself. If every image you post, a comment you make or video you produce is part of a conversation then make sure you are talking to and about the world around you. You will exhaust your audience if every image is a hyper-filtered shot at exposing how fabulous your every moment is.

3. That’s right. You tweeted it and it was dumb.

We don’t have to reach too far into our consciousness to pull out a news story or two about an ill-timed tweet or tone-deaf message. And thanks to that cool little screen grab gadget it can live forever! If you are combining your personal brand with your private life brand be sure that you know that what you say will reflect on you and could possibly damage your business. 

4. Repping Products

If you do have a personal brand that lends itself to promoting products, you must ask the question, are they aligned with MY brand? I shudder at the term ‘influencer’ because of how much it’s been abused, but the things you recommend will become part of your reputation. As an expert in your field, you do not need to hashtag every cute cupcake unless your personal brand aligns with supporting that business or eating cupcakes like it is your job. Which it may be - and if that is your real job please call us immediately, we want in. 

Building a personal brand should be purposeful, strategic and hopefully a lot of fun.

If you want to learn more about building your own brand and how @revenue can help you integrate it into your marketing strategy let’s have that chat. marie@atrevenue.com 

 


The Click to Purchase Myth.

When small brands roll out big dreams.

There are billions of marketing books, articles and gurus all claiming they have a silver bullet to generate leads while you sleep and get you that beach house in a matter of months. Like most things, what you read will rarely transform your life. Why is that? One word: execution. So, after a couple of attempts on your own, you hire a marketing agency, armed with the knowledge by experts and prepared to make an investment that will generate high returns.

This may seem like an exaggeration, but in reality, it isn’t too far from the truth. Businesses see the opportunity and desire a “click to purchase” product or service. This is where you build your digital marketing machine with paid ads to generate leads and a website to purchase. Sounds simple and the books will give you formula after formula to make it happen. And then they hit the wall- where are sales?

Assuming that marketing will be your sole driver for revenue is one of the biggest mistakes we see business owners make.

If you are ready to launch a product or a click to purchase service, here are a couple of things you should keep in mind and be prepared for. Consider this your reality check:

  1. If you want to build a digital empire be prepared to have deep pockets. It takes a lot of money to get enough traction and analytics to make a dent and even that first sale will take time and refinement. Know that you will learn lessons along the way, and they will be expensive.
  2. It will take time. Nothing worth having comes easily or instantaneously. It takes a lot of testing, refining and optimizing to get your targeting and message right. It takes at least 3 months to create baselines, understand the market and get a good feel for where you want to go. Even those digital marketing gurus had thousands of things that didn’t work out until they found their golden goose; even if that’s all they talk about. Know that it will take you time too.

If that sounds unappealing, know that there is another way to get your click to purchase solution launched. Take the uncertainty out of the equation and build a business that lasts, not just until the next Google algorithm change.

You are going to need to sell the first several solutions or products. Yes, it’s true. You will need to talk to people, understand what motivates them and how your digital solution solves their challenges. By skipping these early sales conversations you will need to invest much more time and money in marketing proving out different hypothesis. By having the conversations and connecting with these customers, you gain valuable insights and feedback that will help your business exponentially.

Let’s face it, a consultative sales process where you get to understand your customer, build a relationship and find solutions is at odds with a digital play. On the internet, you have to guess at what their challenges are,and feed them information, facts, proof that you are awesome. When you have a consultation you build connection and learn about your clients. This just can’t be done authentically digitally until you understand it in the real world.

What this boils down to is sales process. The more complex the offering, the more complex the sale. Make sure you aren’t just building a marketing machine, but a sales process that aligns with your values, your business, and your customers needs.

Depending on marketing to solely drive your revenue from the get-go is a risky business. We believe in creating sustainable programs that support elevate and grow businesses, not that ARE the business. If you would like to learn more about what a sales and marketing strategy looks like for you- it's time for us to talk! info@atrevenue.com