How to get customers in the door and increase sales

How to get customers in the door and increase sales

How to get customers in the door and increase sales

June 29, 2024

How to get customers in the door

We have now officially entered the Q4 of 2020. And instead of looking forward to the busiest shopping season of the year, brick and mortar businesses worry about how to get customers in the door. This is not the case with online retailers, although they too have to complete some steps to ensure a lucrative quarter.

Of course, looking for ways to increase sales in retail has somehow become a norm in recent years due to the growing popularity of eCommerce. But this year, especially, the need for retail business ideas and strategic retail partnerships to boost sales is significantly higher. The measures imposed by the governments as a response to the pandemic have been ruthless for brick and mortar businesses.

While Jeff Bezos has cashed in billions during the lockdown, traditional retailers are desperate to figure out how to maximize sales in retail.

 1. Curbside pickup

 2. Customer Loyalty Programs

 3. Build a community

 4. Enhance safety

 5. Geo-targeted digital marketing

 6. AR experiences

 7. SMS marketing

 8. In-store discounts

 9. Pre-order strategy

 10. Visual merchandising

 11. Prep your staff

 12. Conclusion

11 ideas about how to maximise sales in retail

If you’re wondering how to maximise sales in retail during the Holiday season and even beyond that, there are several ways you can do this. More often than not brick and mortar retailers would have to opt for more than one way in order to make it work for them. In other words, you can’t expect that only one of the retail ideas to boost sales presented below will be your magic trick. Instead, you’ll have to find the right mix.

Curbside pickup

One of the most simple retail ideas to boost sales is offering curbside pickup. This is especially important as some customers are elderly or immunocompromised and still concerned about Covid-19, and if we should have another uptick in the fall it would be great to have this system set up and ready to go instead of scrambling to get it setup.

John Frigo, Digital Marketing Lead at BestPriceNutrition.Com

Hybrid models such as “buy online pickup in-store” (BOPIS) or curbside pickup will continue to grow in importance for customers who are hesitant to return to brick-and-mortar stores.

In-store retail owners who have invested in those fulfilment models will see further growth. Retailers that have considered adopting those models or have emergent versions will accelerate their efforts to adopt similar capabilities given how widely used they have become during this period of time.

Carlos Castelán, Managing Director of The Navio Group

Customer Loyalty Programs

One of the most effective ideas to increase sales in retail stores is a Reward or Loyalty Program to nurture the loyalty of regular customers loyal and bring them back to your store recurrently. 

We work with many brick and mortar clients, and especially during the pandemic it is essential that they are still generating in-person customers. Some of these businesses don’t have an eCommerce offering, so their survival is dependent on attracting new and repeat customers.

I recommend starting with your existing customer base. Develop a Customer Loyalty Program and exclusive marketing offers for existing/repeat customers. Moreover, consider setting up opt-in email or text outreach to communicate promotions and reasons for customers to come into your store.

Alex Membrillo, CEO at Cardinal Digital Marketing Agency

Build a community

Another thing that’s less tangible, but one of the best ideas to increase sales in retail stores, and we’ve had great success with is starting to build more of a community among our customers, hosting special events, etc. Basically, just building a stronger brand. 

For reference, we have started a fitness club that meets Saturday mornings to go for a hike, ride bikes, etc, that really brings customers together. We’ve also been having more special events like an axe-throwing event, martial arts events, we have a haunted bike ride coming up for Halloween where we’ve partnered with a local brewery for the event. So that’s another great tip: connecting with other local businesses to collaborate on events and things to share your customer bases with each other for a mutually beneficial arrangement.

John Frigo, Digital Marketing Lead at BestPriceNutritoin.Com

Enhance safety

It’s important to ensure that safety is prioritized in your store. As an example, are you considering a more seamless checkout experience for customers that allows for greater safety such as self-checkout or contactless payments? 

Identifying a more efficient checkout experience can not only increase safety for customers and employees alike but also enhance the customer experience if done well while reducing the cost to serve customers. Furthermore, creating clear signage to guide customers if there’s a change in protocol is important to communicate to customers.

Carlos Castelán, Managing Director of The Navio Group

Geo Targeted Digital Marketing

Shoppers search for goods and services on Google before visiting stores, and most searches include the words “near me.” Example: a shopper will likely search “shoe store near me.” With that in mind, brick and mortar owners need to invest in good local SEO: have a solid website with your name, address and phone number (NAP) clearly listed, create a Google My Business (GMB) listing with the exact same NAP info, and gather reviews and photos. Then, build “citations” in business directories across the web – these rank you higher in the map pack.

Secondly, connect a Google Ads account to your GMB listing and build a campaign targeting shoe store terms – that way, when people search for “shoe store near me,” they will see your advertisement at the top of the map pack. Dial in your location targeting!

We’ve seen a lot of success following this exact strategy for the Yao Clinic in Denver – local SEO has directly grown in-store traffic.

Adam Gingery, Partner at Majux Marketing

A large portion of consumers actually prefer in-store shopping, but physical retailers have to compete with the constant accessibility of online stores. Oftentimes, physical retailers do not realize they have access to powerful data analytics and marketing tools like geo-framing, IP-targeting, and more that allow them to identify and target shoppers actively looking for products.

For instance, retailers can use geo-framing to observe in-store traffic within their region to gauge which customers are shopping for which products. Once their marketing team has identified these shoppers – the store can then target them and offer them great deals for products they can pick up in their local store immediately.

Eric Grindley, Founder & CEO of Esquire Advertising

Almost everyone has a Gmail account and it’s very easy to set up a Google My Business profile. GMB profiles are usually local and are a great advantage to those having brick and mortar stores. Make use of the post feature it provides and consistently post about the various offers you run. There’s a high possibility of your post being shown to people searching for those products or services. What’s nice is that it allows you to upload photos for each individual post making it quite unique and distinctive. It also allows you to offer a discount code that they can use if they visit your store offline.

Noman Nalkhande, Founder of WP Adventure

AR experiences

While many people have become comfortable shopping online during the pandemic, when things open back up there will be a revival of in-store shopping and retailers should focus on creating amazing experiences to bring customers in.

The use of QR codes to activate Augmented Reality experiences isn’t a new concept, but a great thing to leverage today as it can help personalize the shopping experience while making customers feel safe.

For example, sales representatives can provide in-store shoppers with take-home QR codes, allowing them to use their smartphones to bring the couch or other items they are considering to life, true-to-size, in their own home to ensure it fits and looks good. In-store, QR codes can also be placed next to products so customers can obtain more information while minimizing human contact.

Brands that have been early adopters of AR technology have seen a significant lift in sales for several years. Seek’s customer data shows a 150% increase in conversion and a 25% decrease in returns. Time to make buying decisions has been cut in half.

Jon Cheney, CEO and Co-Founder of Seek

SMS marketing

Brick-and-mortar retailers succeed when they leverage their local presence as a competitive advantage over e-tailers. How? Offer a level of convenience, personalization, and safety that even Amazon can’t. At Switchbird, our retail clients invite customers to order and pay for whatever they need via text message and then arrange quick and streamlined curbside pickup.

Small and medium retailers who’ve been building their SMS contact lists are well-positioned to outperform this holiday season since text is emerging as *the* channel for contactless local commerce during the pandemic. If you provide the tools for potential customers to get answers, product images, pricing, and even order and pay by text, the convenience (and safety) of doing business with your store goes way up. And so do your sales.

Jon Hall, Founder and CEO of Switchbird

In-store discounts

Offering discounts that are available in-store only is a great way to increase sales for brick and mortar businesses. They have to come to your store to get the discount, and they will if it is attractive enough. Next, institute an online pick-up plan, where the customer gets a perk for placing an order online and then coming to the store to pick up the item. Including shipping is a given, but you might want to offer a nominal additional incentive. Finally, leverage social media. That’s where most of your customers are now anyways but if you can come up with a sales campaign or discount offered strictly through social media, not only will you build your following, you’ll hopefully increase sales as well.

David Bakke, Sales Department Head at National Air Warehouse

Pre-order strategy

It’s not a secret that traditional brick and mortar stores are facing one of the worst years and patrons and loyal customers are very cognizant of the struggles that local stores are facing. To combat this a strong communication strategy that enables stores to inject some cash into the business by virtue of asking customers to pre-order popular products by paying for it up front is an extremely sound strategy for the busy shopping season.

Pratik Jain, Founder of OutreachBolt.com

Visual merchandising

You can’t ask how to attract customers in retail store without mentioning the importance of visual presentation of your products and brand overall. Appealing to the eye of the customer is not easy, but utterly necessary. Because the first contact they will have with your brand is through their visual sense. 

For instance, you have to have a visually attractive display in order for them to come in. And even inside, all products must be arranged in a way that catches the attention of the customer.

Speaking of that, for fashion retailers it’s really important that the clothes display enables your customers to find what they are looking for quickly and easily, whether that’s achieved by displaying the clothes by colour, style, or collection.

Nour Eissa, Content Writer at Stacks Market 

Moreover, check with your local city on ordinances for putting out exterior signage (or balloons) to show you’re open. We have noticed that some local communities have relaxed their sign ordinances right now as a way to help small businesses show that they are open.

Alex Membrillo, CEO at Cardinal Digital Marketing Agency

Prep your staff

You can implement all of the ways to increase sales in retail mentioned above, but if your staff is uneducated about the things they sell, it’s all in vain. Customers don’t always know what they need, and they can often have dilemmas, but it’s your staff’s job to give them the right solution.

Most of the store owners don’t prepare their staff and educate them on what they are selling, and therefore they aren’t able to help the customers. This will lead to the customer not trusting the shop and leaving, so it’s important to prepare your staff to help whenever they are needed.

Nour Eissa, Content Writer at Stacks Market

Conclusion

Answering how to get customers in the door and ensure they will spend their money in your store is not achievable without a multi-layered marketing plan. Everybody wants to know how to maximise sales in retail but you can only figure it out through trial and error. One thing is for sure, you have to be consistent in your efforts and measure the results.

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5 unique reasons why is competition good for business

5 unique reasons why is competition good for business

5 unique reasons why is competition good for business

June 29, 2024

Reasons why is competition good for business

Although many entrepreneurs are scared of small business competition, at least in their early days, the benefits of competition in business are too many to ignore. The list of why competition is good for business is endless. And those who fail to see them often become the victims of competition.

So, why is competition good for business?

You may ask yourself why is competition good for business when it’s Doomsday for so many companies. The truth is, small business competition is the driving force. 

Without competition in business, the market will be flat and still. 

The benefits of competition come in many forms, like innovation, creativity, pricing, expertise etc. To understand them better take a deeper look at the following examples of why competition is good for business, provided by entrepreneurs and professionals who were smart enough to take advantage of competition.

Did you know that Adidas and Puma, one of the largest sportswear manufacturers in the world, are a product of direct rivalry?

The importance of competition in business for your online visibility

This may be an unexpected answer to why is competition good for business but the fact is competitive analysis in SEO, gives valuable insights into a number of areas to improve your online visibility.

Using your competitors to discover what content they are creating, the keywords they are targeting and the strategies used to reach potential customers can be valuable.

Another area to improve your website is discovering high authority and relevant backlinks pointing to rival websites. Reverse engineering and replicating these backlinks can improve your online business reach and customer potential.

Ben McLaughlan, Founder of Easy Mode Media

Specialisation is one of the main benefits of competition in business

Without the competition, there wouldn’t be an incentive for specialisation. The rivalry challenges firms to find their niche areas and enhance expertise. That fosters long-term, fruitful ventures that bring real value to the customers. It also organically eliminates the short-sighted businesses driven only by short-term profit. In turn, relationships with clients are not formed out of necessity, but because they are mutually beneficial. That promotes meritocracy and creates more satisfying careers and cooperations.

Rebeca Sena, Consultant of Marketing for Architects & Designers at GetSpace.digital 

As a strategy consultant and executive coach to high-growth tech start-ups, competition is often at the heart of conversations and at the heart of my own practice.

It’s so easy to think that in the absence of competition we would thrive – whether we’re thinking about our business, our colleagues or even a search for a mate. But, competition is both an important indicator and a valuable circumstance.

As an indicator, it tells us something about how much the market demands our product or service. No competition? Either there is no need for what you’re selling, or you’re in the unlikely situation of having a monopoly.

In my own work, there is lots of competition. A CEO seeking a coach or strategy consultant can choose from thousands. But, the fact that there are so many choices has improved my own company. It has required us to hone our expertise, improve our messaging, and offer far better coaching and consulting than we would otherwise. I often send clients to other professionals because they are not the best client for Beyond Better, and we are not the best provider for them. Competition leads to specialization and to higher degrees of excellence.

Amie Devero, President of Beyond Better

Business competition drives improvement

Competition is what makes businesses grow and turn them into the best version of themselves. Being the only one in the market gives you an advantage because people will surely buy from you since you are the only business offering such a product but what’s not good with this set-up is the fact that you only get customers out of their necessity and not because they want it. You may survive for the first months, but it will be hard to thrive when people find an alternative or get tired of sticking with what you offer. 

Competition drives a business to improve and explore its potential in the field. When you don’t feel the threat, you won’t make a move to protect or defend yourself. This goes the same for business. You will only learn to be protective of your assets, your customers, and the business as a whole when you see someone trying to take them over. Moreover it will inspire you to look into other creative ways to make the most of your operations. In many occasions it can be extremely beneficial to form an LLC in order to compete in the country. As long as the competition is healthy, both businesses would benefit. 

Willie Greer, Founder of The Product Analyst

Competition in business forces you out of your comfort zone

Competition is great for business because it forces businesses to be resourceful, nibble, and demonstrate the value of every customer to their business. In highly competitive industries, those mastering all three of these characteristics, combined with efficient operational standards, will have an edge over their competition. Non-competitive environments tend to take much for granted, including those who use their services – the customers. 

Competitive environments demand the very best from those playing in that sandbox. The best product will not guarantee a winning position. And taking one’s eye off the company’s “raison d’être”, is not an option. Those able to respond quickly to changes, leverage technologies and tracked data to innovate quickly, drive loyal customers, and optimize price points by way of efficient operations will stay ahead of others.

Jenn Drakes, Founder of ICANNWORLD INC. 

Having competition forces you to always improve your business and stay on top of the game. There is no time for relaxing because you need to maintain the quality at all times. 

I have seen a lot of business owners who became too comfortable in their positions and didn’t pay much attention to other competitors. Slowly, other companies started taking over the market simply because they were hungry for success. Therefore, as long as you manage to stay up to date with your competition, you won’t risk losing relevance and you may be able to get additional inspiration in the process. 

The more actors there are in the market, the more creative you will have to be, which is great for your business.

Mikkel Andreassen, Customer Experience Manager at Dixa

Customers get the most benefits of competition in business

One thing that I have come to see is that competition ultimately benefits the customer.

In an effort to stay competitive, brands keep their prices within the average price range of the market. There is no undue exploitation of the consumers through charging exorbitantly high prices.

Now, since brands are not competing on price anymore. Brands and market players will adopt a more value-based pricing. In an effort to stand out from competition, brands will bundle in unique offers and services into their products.

Brands or business owners will be more creative and think of out-of-box strategies to capture their customers’ attention. They will work towards understanding the finer details of their target customers – their pain points and triggers for purchase, which can also help discover some new untapped customer needs.

With much value-based offerings, brands and businesses will continuously work towards improving their products. 

So for me, Competition is definitely good!

The customer gets to be the ultimate winner. Not only are they paying for what is appropriate, but they are also getting more value for their money.

Smruti Ghag, Owner of PharmaDigiCoach

Conclusion

Looking at the examples above there’s no doubt that competition is good for business. The benefits of competition in business are mostly felt by the consumers but employees and owners are not left out of the equation as well. It is pointless to talk about small business competition in a negative tone when it’s the cause for constant improvement.

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Running a business with your spouse: A dead-end or golden opportunity

Running a business with your spouse: A dead-end or golden opportunity

Running a business with your spouse: A dead-end or golden opportunity

June 29, 2024

Benefits and drawbacks of running a business with a spouse

Owning a business is a big enough risk in itself but running a business with your spouse can set all alarms off. Is working with your spouse really a bad idea? Or is this another myth of entrepreneurship

We have already prepared you with the costs of doing business, filing taxes for your business for the first time, but what to do when it comes to starting a business with your spouse? Simply stay away from unfounded opinions, especially from those coming from people who have zero expertise in the matter.

To help you make a rational decision if owning a business with your spouse is a journey you want to be a part of, we’ve listed the pros and cons of running a business with your spouse. So, read them carefully and see if the benefits outweigh the negatives for you

Benefits of running a business with your spouse

Someone said to always look on the bright side of life, so let’s start with the benefits of running a business with your spouse. Let’s go through the values it can bring to your business and to your marriage as well.

It can give a new dimension to your marriage

According to many, being business partners as well as spouses can put a whole new dimension on your marriage. Since you both run the business, you are more invested than an employee you could hire. Apart from that, you can completely trust your partner and openly discuss sensitive topics which makes this an ideal partnership. Lastly, growing together professionally is an amazing opportunity you can’t replace with something else.

You improve the financial stability of your family

Owning a business with your spouse provides you the opportunity to share something you are passionate about as well as create something you can leave behind. The entire profit will go to the family so if your business goal is for the financial future of your family, this will be the right way to do it.

Open communication

Open and honest communication is key to every successful partnership, whether a romantic relationship or a business partnership. Being business partners with your spouse will make it easier to adjust since you know each other better, thus, communication will be more honest, which will result in better decision-making for the success of the business. Also, your communication and listening skills will really improve both in working together and on a personal level. 

Always there to support each other

The most valuable benefit of running a business with your spouse is having someone to celebrate successes with and support each other’s failures. You will be always there to support each other, brainstorm new ideas, and work on your projects all day long without getting bored or frustrated.

The challenges of owning a business with your spouse

Running a business with your spouse certainly has its challenges as well. Therefore, to weigh the pros and cons, we are listing the negatives as well. Keep reading to find out why working with your spouse is a bad idea?

No balance between work and personal life

When running a business with your spouse, business and personal can never be separated. Even though, for many, creating their own schedule has proved better for achieving work-life balance, not being able to leave work at work is challenging.

When you start a business, you are prepared to sacrifice things to achieve greatness, but it’s good to know that at least for a few hours a day, you can stay away from work and clear your mind.

But, if you work and live together, it is likely that the stress caused by the business will affect your home life and you’ll find yourself during family time talking about business. It can be hard to distinguish boundaries between family issues and business matters. It may create tension as well and put your business under serious pressure.

Not knowing when to give each other space

Another reason why working with your spouse is a bad idea is not knowing when to give each other space. If you have strengths and weaknesses in different areas, dividing up the work can be challenging as well.

Couples testimonials: 4 tips for successfully running a business with your spouse

Going into business with your spouse has been the reason for ruined marriages and companies many times before. It seems like it’s hard to find the right balance and to separate work from private issues. However, for some of them, it has proven to be quite a success. 

Business certainly won’t get in the way of these romantic partners to celebrate Valentine’s Day.

Remember you are both focused on delivering this business together

My wife and I sold our house to set up our business Untamed. For over three years now we have been developing a styling tool designed to let you say goodbye to frizzy hair. 

How is private life affected? We are a startup, everything revolves around our business. Private life needs to be put aside if it does not benefit our business. As a small business person, you are involved in everything from warehousing to sales and marketing. There is no real-time to switch off. This will come later when our dreams and goals are achieved.

Do we always agree on what to do? Yes, I do. As Clare tells me! In all seriousness, there have been little or no arguments so far, we are both focused on delivering this business together. At the end of the day, we make a good team as Clare focuses on products and I concentrate more on the operational side of the business. Clare’s is heavily focused on marketing, and I am focused on manufacturing, distribution, and sales. 

Would we do it again? Of course, working on your own business is liberating, there is pride in building something from the ground up and hopefully making it a success.

Clare and Sean from Untamed

Recognize what each brings and stick to that

My husband and I run a business called Manley Talks. He started the company in 1999 and I did not really become involved until 4 years ago. I had my own career as a teacher and we have 2 children – now grown up.  

The biggest advantage of working together is that we can travel together and we have the flexibility to write our own timetable. The downside – we are very different. Manley is creative, a dreamer has very poor admin skills, and does not think logically. I am the opposite – I like admin! Tidy and logical thought processes. 

However, after the initial blow-ups, we have come to recognize what we each bring to the company. We still have crosswords, and sometimes work talk will dominate – but we are in it together – working towards shared goals, and that’s one of the best things that happened in my life.

Manley and Catherine from Manley Talks

Be supportive

My husband Kelly and I have just set up our own consultancy and it’s the first time we’ve officially worked together. We did work briefly together cleaning shoes at Melbourne Boat Show when we first got together and ever since then we’ve wanted to set up our own business! 

We love working together and find that it plays to both of our strengths as we are so different. 

I was already freelancing, when my husband decided he wanted to set up his own business. So I suggested we work together. I do PR and social media and my husband does web design, so it made sense to join forces and launch a consultancy together. 

It can be hard switching off in the evenings and it’s all too easy to grab the laptop on the sofa and get some work done. 

I’m super chatty and Kelly is more of a thinker so it’s great having such a balance between us. We both encourage each other to do our best and are really supportive, which I think you need when you are a team.

Thankfully, we have never really argued, even though we work together, which surprises a lot of people. I think a lot of people think we are crazy being married and working together but launching Hudia is really exciting and I wouldn’t want to share this new adventure with anyone else.

Kelly and Hester from Hudia

Having complementary skills works best

Jools and I run a small food business making healthy cooking sauces and we also import pasta from southern Italy. As small business owners, and it is just us two, we work very long hours. Our time away from the business is pretty non-existent.

If we aren’t physically working at the commercial kitchen we built ourselves, we are at home either working on social media, eating, or sleeping! The line between our business and our private lives (which I have taken to mean our time away from our business) is very blurred and switching off is almost impossible.

Jools has run his own business for 30 years so has an understanding of how a business works and Karen was in the education sector for 30 years. Hence, because our skills are complementary we work well together. 

Starting a business in your 50s is exhausting! We’ve had to learn skills that come naturally to the younger generation, i.e. the use of social media, but on the upside, the skills we have gained over the years have allowed us to approach the business with a more rounded experience and we have also been able to build our own commercial kitchen.

Karen and Jools from Nowt Poncy

Conclusion

There is not a person who can tell if running a business with your spouse is a good or a bad idea. It works differently for everybody as it depends on the people and their individuality.  Therefore, the only thing you can do is analyze your significant other as you would analyze a potential business partner you just met.

Can their qualities bring good to your business? Will they be supportive and be able to handle taking work at home? If he or she seems like a perfect business partner, the fact that you are married shouldn’t get in the way of building something amazing together.

And the other way around, if you don’t share the same goals about your business, the fact that you can trust him or her more than you trust any other potential partner will probably not be enough to succeed and it may even harm your marriage.

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12 critical B2B marketing KPIs to keep track of

12 critical B2B marketing KPIs to keep track of

12 critical B2B marketing KPIs to keep track of

June 29, 2024

B2B marketing KPIs to keep track of

Just like everything else about B2B, determining the crucial KPIs you should be measuring can be a tricky job. Even though B2B marketing KPIs can often be the same as B2C, at their core, they have their differences. That’s why sometimes B2B marketing KPIs can be challenging to marketers who come from D2C backgrounds.

Oh, and if you were wondering what KPI stands for, it’s Key Performance Indicators.

Why do we need these B2B marketing KPIs actually? Because it’s not enough to craft a marketing strategy, put it to action and let it run on itself. You’ll have to keep an eye of the progress.
Let’s say you’ve put your focus on email marketing but the KPIs show it’s not doing as good as content marketing. You’d be unaware of this if you don’t keep track of your B2B marketing KPIs. Resulting in wasting time and resources, when all you want to do is minimise expenses. So in order to know what works and what don’t you need KPIs.

12 B2B marketing KPIs you should be measuring

Of course, your B2B marketing KPIs will greatly depend on your marketing strategy and OKRs, but the following examples can serve you as a guide for what you should focus on.

First Time Appointment

Our most important B2B marketing KPI is the First Time Appointment (FTA), which is a 1-hour in-person/video meeting with a qualified prospect to explicitly discuss their technology challenges, business goals, and the ROI if their problems are solved. We know we can close a specific percentage of FTAs within 90 days.

Perryn Olson, CPSM, Chief Strategy Officer at ECS + My IT

Customer Acquisition Cost

Being a founder of a Digital Marketing Agency, I believe Customer Acquisition Cost (CAC) is the most crucial metric in B2B marketing KPI. Customers are everything in business in order to make money, but you will need to invest resources into marketing to acquire them. CAC is your total expenses divided by the number of customers. It will give you an idea of how expensive a single customer is to acquire.

Stewart Dunlop, CEO of PPCGenius.io

First Activation

First activation i.e. the first experience a customer has with your product, is an important B2B marketing KPI that’s often overlooked. Just because someone converts to a customer doesn’t mean they’ll use it. Every moment after the conversion to a customer is important to turn them into a loyal customer, repeat customer, and advocate. Understanding the first activation can often show what are the series of steps that lead a customer to have an Aha moment. Focusing on these metrics will increase retention and revenue down the customer pipeline.

Nick Swekosky, CEO of Market Metrics

The Barrows Popularity Factor

In general, the key things that you want to know about any of your advertising and marketing are…

1) Does it sell?

2) How much did it sell?

3) Which copy and which products and which prices and which promotions worked best?

4) And how can you increase your sales, increase your profit and decrease your risk?

To do this kind of analysis, the best metric to use is some easy-to-use advertising math I developed called The Barrows Popularity Factor.

It’s math that actually lets you QUANTIFY the relationship between advertising and sales and businesses of all kinds can use the math to help them increase their sales, increase their profit and decrease their risk.

The reason the math works so well is very simple.

It reduces the relationship between your advertising and sales to its lowest possible common denominator…namely: How much did you sell? divided by/ How much did you advertise? (But the key is this, don’t do the math in dollars, do the math in units per gross impressions.)

In mathematical terms, the formula looks like this: The Barrows Popularity Factor (The BPF) = How much did you sell? (in units) divided by /How much did you advertise? (in gross impressions)

The answer you get is a rate of return on gross impressions. (Gross impressions is the number of ads multiplied by the audience per ad.) Once you can quantify your rate of return on gross impressions, then you can use some additional math to help you determine the best way to spend your advertising budget.

Robert Barrows, Advertising & Public Relations at R.M. Barrows

Time Between Social Referrals or Social Mentions

One B2B marketing KPI that many marketers either aren’t able to track—or aren’t thinking about—is the time between social referrals or social mentions. When you have a customer who’s happy with your product and service, this becomes an incredibly valuable indicator of how good a fit your ongoing product offering is for current customers, and how good a job your customer service and marketing teams are doing of keeping your customers engaged and coming back for more.

Erika Heald, Founder of Erika Heald Marketing Consulting

Website Traffic

Individuals visiting your site likely lead. Furthermore, leads ultimately convert into clients, depending on the nature of your content marketing. On the off chance that your B2B organization runs an eCommerce webpage, site traffic is a metric you should follow. Persistently observing site traffic gives you a look into who your guests are, the place where they’re from, how they land on your site – and eventually, what they need from you. The capacity to foresee what your clients hope to accomplish from your site permits you to focus on showcasing content that offers to your center crowds.

Abby, Editor at Wellpcb PTY LTD

Customer Retention

How long do people keep returning to you? Or do they just buy and say goodbye? Many fail to understand that getting new customers is much more expensive than reactivating existing customers.

The number of customers at the start of that period (S)

The number of customers at the end of a period (E)

The number of new customers acquired during that period (N)

Mariano Martene, Head of Growth at Octopush

Revenue

For B2B, revenue is often overlooked as offline conversions become difficult to track and customers tend to see a long sales cycle. As such, marketers revert to tracking goals such as form submission volume or clicks to call. But the issue with tracking goals in Google Analytics is that they’re leads, not sales. At least not yet.

As we approach a new year, we hope to see a renewed focus on attributing revenue back to the marketing campaigns that influenced them. Having a full understanding of a customer journey and using marketing to influence each stage will allow B2B marketers to get more from their budget, and their time.

Dave Smithbury, Head of Marketing at Ruler Analytics

Customer Effort Score

While a lot of B2B businesses measure long-term KPIs such as Net Promotor Score (NPS) or Customer Retention, many I have worked with still do not track the effect of individual interactions of the clients with their business – one way is the Customer Effort Score (CES). It is a simple question like “How easy was it for you to get what you wanted from us today?”, immediately after an interaction. This can be a pop-up on a website or a text message. CES is important because it will enable marketing and sales together to optimise the customer touchpoints and sales funnel at every step without doing guess work when getting an overall score like NPS or other surveys. 

Riccardo Weber, Founder of True Innovation

Funnel Conversion Rates

A lot of emphasis is placed on the top and bottom of the funnel – MQL/MQAs and Revenue – but there is also a lot of value in understanding what happens in between. Identifying the highest-converting channel, campaign, or profile can improve not only efficiency throughout the funnel, but also program spend. Working smarter, not harder is the aim of any good marketer and looking at conversion rates enables better quality prospect acquisition as well as identifies areas to double down on (or reduce!) your investment. They also play a critical role in forecasting and budgeting, allowing you to work backward from a revenue target to estimate the volume needed at each stage of the funnel.

DeAnn Poe, Vice President of Marketing at ZoomInfo

Customer Lifetime Value

One of the important B2B marketing KPIs that I think often gets overlooked is Customer Lifetime Value. Customer Lifetime Value is basically the average amount of money a customer will spend on your business until they have a bond with your company. It helps to evaluate how much profit a customer is bringing to your business. Through CLV, you will know how much customers like your products and services. It will give you an idea about what you are doing right and what needs improvement. CLV is important because the higher the number, the greater the profits.

Avinash Chandra, Founder and CEO at Brandloom

Velocity

Velocity is an important KPI to measure when looking into B2B marketing and setting its KPIs. Velocity KPIs are used to measure the time that a potential customer takes or spends at each step of its way when finalizing a purchase. It is on you what time duration you want to set in between different milestones as the KPI, so that you can measure the duration and judge accordingly then. Most people study MQL to SQL velocity, however, you can also measure SQL to quote velocity or quote to close.

Bradley Stevens, CEO at LLC Formations

Conclusion

When it comes to B2B marketing KPIs some are very obvious others are often overlooked yet extremely important. Hence we hope these examples served you right or inspired you to think of other B2B marketing KPIs that you should keep track of.

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26 best apps for entrepreneurs who strive for success (2025)

26 best apps for entrepreneurs who strive for success (2025)

26 best apps for entrepreneurs who strive for success (2025)

June 04, 2024

Best apps for entrepreneurs

With thousands of entrepreneurship apps emerging by the day, promising everything from increased productivity, mindfulness to higher performance, it’s hard to tell which ones are the best apps for entrepreneurs. In other words, it’s tricky to create a list of apps for entrepreneurs that everyone would agree they tick all the boxes.

With this in mind, we went above and beyond with our research to put together a list of must-have apps for seasoned and rookie entrepreneurs alike.

Top apps for entrepreneurs in 2025

The secret to entrepreneurial success is being dedicated, motivated, and organized. Luckily in today’s world, we have an app for everything. Therefore, we are listing you the best apps for entrepreneurs that will help you achieve your goals, divided into several categories to make it easier for you to find what you need.

Sales and marketing entrepreneurship apps

Buffer can make managing your social media marketing much easier and less daunting. The software allows you to share your posts across multiple social networks. You can also use Buffer to schedule content so that it is posted at the best moment for your followers to see it. Additionally, Buffer is an Enterprise League member, which means you have a chance to catch a great deal from Buffer on our B2B collaboration platform as well. 

Square Accepting credit and debit card payments in person with Square is definitely a breeze. All you need is your smartphone and a tiny reader, which Square will send you when you sign up. You can accept both standard and chip cards, which simplifies the sales process. If you make sales at a countertop or in a store, you can also upgrade to Square Stand.

Copper is one of the best apps each entrepreneur should have in 2023. This CRM software takes pride in its full integration to Google Suite so managing contacts and tracking deals across platforms is easier. It also features quick sales reports and sales projections so decision making is a lot easier. The best thing is they have a high level of security that keeps your data safe from any attacks.

Work management

Any.Do is one of the best apps for entrepreneurs mostly because it helps you stay organized and get more done. With its straightforward interface, you can add tasks either verbally or manually and may even share tasks with your contacts if you’re connected to your Facebook account.

You can also create an alert and highlight it to give it priority over other chores. Additionally, you can add additional notes and save them in a personal or business folder. Any.Do also supports syncing with multiple devices to ensure that you are constantly on top of your game.

Trello makes project management enjoyable and simple. You can work with other team members and visualize what has to be done using the app. Depending on what works best for your team, you can organize tasks into cards, lists, or boards.

Moreover, it contains numerous tools that allow you to view which projects are in progress, who is working on them, and what their status is. You can also give projects to staff, set deadlines, and categorize activities based on priority. It’s a simple yet effective approach to managing all of your tasks in a single intuitive, user-friendly mobile application.

Evernote is your small notebook for penning your thoughts that has a freeware version for the Web, iOS, and Android. With Evernote, you can organize your data across all of your devices. Sync files, save web pages, take images, make to-do lists, and record audio reminders using this app. 

Todoist is a task management tool like many others, but one feature that puts it in the best apps for entrepreneurs is the ability to observe real-time progress and trends in productivity. There are eight levels of Todoist Karma that can be unlocked as you advance.

Scoro it’s a comprehensive solution that combines a lot of the features that entrepreneurs look for in a project management tool. It has a real-time KPI dashboard, shared team calendar, meeting scheduling, contact management, time tracking, billing, detailed reports on project progress/finances, quoting, and invoice with pre-set templates.

The web and app interface is designed very well and has a relatively quick learning curve. Plus, all of the integrations that Scoro allows really help in saving you a ton of time and increasing productivity.

Content creation

Canva –  You need to create social media content, a doc, web design, infographic, promo poster, or something else? Canva is the best entrepreneur app for the job. Tons of ready-to-do templates and social media designs, all customizable. It unlocks every part of your creativity. Although, it’s fair to say the free version is kind of limiting.

Freepik – With a huge stock of high-quality photos, vectors, and illustrations, Freepik is the perfect resource for creatives. You can find the best design elements for any project.

Unsplash – Want to find royalty-free pictures that don’t have an outdated, 90s like vibe? This is the right place. An awesome resource of high-quality stock photos from renowned photographers and editors.

Self-improvement entrepreneur apps

Instapaper it’s the simplest and cheaper read-it-later app to use. On the other hand, it’s packed with features and functionalities that are more in pace with the needs of the modern entrepreneur. The best thing about it is that it’s integrated with Kindle.

Audible – With our busy lives and everything going on, it’s easy to say we don’t have time to read books. However, this app makes all these excuses sound lame. Audible holds thousands of reading materials, podcasts, and other resources in their library. Expand your business knowledge on the go.

With Blinkist your hectic entrepreneur’s life doesn’t give you the excuse to not upgrade your business knowledge. With the daily responsibilities of entrepreneurs in mind, the developers of Blinkist made sure their content is easy to digest. Hence, a typical listen is somewhere between 5 and 15 minutes. The fact that they have a huge library and a plethora of topics to choose from undoubtedly makes them one of the best apps for entrepreneurs. So the next time you go jogging or are stuck in traffic, turn on your Blinkist app and soak up the knowledge.

Remote communication

Flowdock is an easy approach to collaborate with members of the team on various projects since it combines chat and email functions. The greatest thing is that the app is compatible with the majority of browsers and mobile devices, and it includes capabilities like drag-and-drop, file uploads, and activity streams.

Your team members will be notified immediately if there is a change to the project, and they will be able to comment via chat messaging.

Slack is the ultimate communication app for entrepreneurs that allows team collaboration. It brings together people and information, facilitating effective communication. Moreover, it integrates with almost all the tools and apps your organization already uses.

Hence, if remote or hybrid work is going to become ever-more popular you can use Slack to communicate daily with your team. It’s easy to create different channels for different projects and save important messages.

Through Loom, you can create short screencasts as you narrate and explain what you’re doing. Hence the reason Loom found its place on this best entrepreneur apps list. Simply download the app or add the Chrome extension and start recording your screen. The best thing about it is that the video automatically uploads on the cloud from where you can quickly share it.

Entrepreneurship apps for mental health

Pep Talk is one of the best apps for entrepreneurs that provides life-changing curated playlists of audios. They are perfect for listening every time you need a boost in motivation or need to be inspired. The app’s free with In-App purchases and you can even purchase a monthly or lifelong subscription that it’s totally worth it since you will discover thousands of international speeches and thought leaders. 

Streaks – Being successful requires focused action and discipline, which means having good daily habits will improve your life, hence your mental health. Therefore, Streaks is one of the best apps for entrepreneurs because it helps you form good habits. All you need to do is create a to-do list and every day you complete a task, your streak will be extended. On the other side, if you break the chain, your streak will reset to zero days.

Insight Timer – There are a lot of things successful people sacrifice to achieve greatness, but your mental health shouldn’t be one of them. To help you achieve that, here’s one of the best free entrepreneurs app for meditation, sleep, and yoga.

Insight Timer has live events, a wide range of meditation techniques, group meditation sessions, and a massive library of soothing music that you can choose from. You can choose from over 90,000 FREE guided meditations spread across 200 topics of interest.

Security

Dashlane is a simple solution for protecting all your data, starting from passwords to personal info. It uses unbreakable end-to-end encryption to secure user data, provides more useful extras than almost any other competitor, has a wide range of high-security features, and offers more added value than similarly priced competitors.

SplashtopSOS – Ensuring your privacy and security for remote teams has never been easier. The automatic deployment for end users is great and linking it with a forwarder makes it brandable. Furthermore, it has all functionality for all different devices for one great price compared to the competition.

Splashtop solutions are built to give your company control over securing the data while giving your team the flexibility to access it from anywhere. Features include two-factor authentication, blank screen, multi-level password security, remote connection notification, screen auto-lock, session idle timeout, logging, and much more.

Bonus entrepreneurship apps that will simplify your life

DropBox, a free cloud-based file-storage service, provides instant connectivity and allows you to share photographs, documents, and movies with any laptop or mobile device. This tool is quite useful for sharing files with your team, as it eliminates the need for back-and-forth emailing. You can easily share the most recent version with your team thanks to the version control tool.

With CamCard, you can snap a photo of your business card and have all of the information immediately imported into your phone contacts and other email accounts. You may be certain of faultless scanning due to its accuracy. The nicest aspect is that you can also sync data between devices. 

While it is customary to exchange business cards at conferences, it is also quite easy to misplace a business card and, eventually, a business opportunity! Allow this not to happen to you.

Expensify can keep your receipts when traveling so you may recover office expenditures when you return home. All you need to do is take images of your receipts with your phone’s camera and Expensify will keep a digital record chronologically. Expensify also allows you to track mileage, dining prices, and other business travel expenses.

TripIt is a must-have app for entrepreneurs as it assists you in planning your forthcoming trip. Just forward your hotel, restaurant, flight, and car rental confirmation emails to plans@tripit.com, and the information will be instantly transferred to your master itinerary, allowing you to examine all of your upcoming arrangements at once.

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