This article was originally published on Jan. 8, 2020 and updated on Jan. 5, 2022.
With more than one billion users, Instagram falls only behind Facebook and YouTube as the most popular social media platform in the world. Yet it’s also the only one that doesn’t allow you to include links anywhere in your posts—you only get one single link, in your bio.
For eCommerce brands, this can be a challenge. No direct links can translate to fewer people going to your site from Instagram, which certainly can affect sales. In 2018, Instagram created a solution: Instagram Shopping.
Instagram Shopping doesn’t just combat the “no links” problem, it may even enhance the shopping experience for users on the platform and make it a more effective place for sales. Rather than dealing with cumbersome and unattractive links, Instagram Shopping posts and stories feature clickable images that allow customers to take a closer look at featured products and shop for them—without ever leaving the platform. It also enables brands to partner with influencers to drive sales.
Going into the 2020s, social commerce will continue to play an ever-increasing role for online shopping with more than 75 percent of brands using Instagram, a dramatic increase from just 53 percent in 2016. Plus emerging technology like augmented reality will make social shopping an even greater phenomenon in the upcoming decade.
That means now is the time to set up your brand on Instagram Shopping to make sure you’re taking advantage of all the features it offers eCommerce stores.
Setting up your shop on Instagram
The process of setting up an Instagram Shop is fairly easy (and free), with only a few standard requirements. If you have an Instagram account, go to Settings -> Shopping. (Or, if you don’t have an Instagram account, create one.) Then you’ll need to:
- Create a Business account. If you already have a non-Business Instagram account, you can easily convert by going to Settings.
- Connect your Facebook page. Your Business account must be connected to a Facebook page.
- Have physical products and goods. Right now, Instagram makes its Shopping features available only to brands with physical goods.
- Connect your Facebook catalog. You must connect your account to a Facebook catalog, which you can manage through Facebook or eCommerce platforms like Shopify and WooCommerce.
What features does Instagram Shopping offer?
Over the past few years, Instagram has expanded its Shopping features, making it easier than ever for brands to not only advertise their products but to further engage with their customer base.
As of the beginning of 2020, here are some of the most important features brands can take advantage of. In this article, we’ll go into detail on all of them.
- Shoppable posts
- Shoppable stories
- Influencer tagging
- In-app checkout
- Instagram Shop
- Explore Shop
- Augmented reality
When shoppable posts were introduced to Instagram in 2018, it was the first time a brand could feature products on their profile along with a direct link for users to purchase the items on the brand’s eCommerce site.
You can highlight an individual product or tag multiple products per post, either in the form of a single image or carousel.
Shoppable posts only work on the Instagram app on mobile, not on the limited version of Instagram you can browse on a computer. And with mobile shopping on the rise, shoppable posts give Instagram users an easy way to follow a brand, discover new products, then purchase them directly from their phones—all of which makes Instagram an effective sales channel for eCommerce brands.
Just like shoppable posts, shoppable stories allow brands to direct users to links featured in their Instagram Stories. But unlike posts, stories have a more interactive element that brands can use creatively by mixing in things like videos, swiping, and polls.
Instagram reports that one-third of the most viewed stories are from brands and that 60 percent of total users discover new brands or products on the platform. Brand stories also have a whopping 85 percent completion rate—indicating the number of people who actually view the whole story—signaling a wide potential reach and high engagement.
In 2019, Instagram introduced a new feature for influencers that takes the power of social shopping to a new level. Instead of limiting product tagging to brand posts only, the platform now allows influencers to tag products on their own posts as well.
Studies on the human psyche show that when you see a product on another person, it serves as “social proof” for the product—a term first coined by Robert Cialdini in his 1984 book Influence: The Psychology of Persuasion. This is why products promoted by celebrities (or even micro-influencers) work so well. By working with active Instagram influencers, brands can advertise their products more effectively directly on the platform.
Another feature introduced in 2019 is Instagram Checkout. It’s as straightforward as it sounds but revolutionary for the platform in that now users don’t even have to leave Instagram to buy an item.
The Checkout function doesn’t just allow users to make a purchase directly in Instagram, it also includes features like tracking and shipping notifications on the platform. And users can save their payment information for future purchases—which is good news for you as a brand, as it eliminates a layer of friction in the buying process.
Though the Instagram Checkout feature is currently restricted to a select few brands in the U.S., it’s very likely the platform will start rolling it out to more and more brands soon.
An essential for brands on Instagram, the Shop tab lets brands set up their shop directly on their account. Interested customers can scroll through your catalog to see all items on sale, then click through to your website to make a purchase.
The Shop tab is not just accessible through your profile but may also show up on users’ shopping feeds whenever they’re looking at similar items (more on that below).
Any Instagram user can click on the Explore tab on the app and go to the Shop tab at the top of the screen to see curated products from brands that suit their interests, based on their previous activity on the platform including brands followed and posts viewed.
For brands who have enabled the Shop tab on their profiles, this “explore shop” feature gives them further opportunity to reach more users—including users who might not have known about their brand before but liked similar brands—who are actively interested in shopping for items.
Augmented reality (AR) is the latest shopping feature to arrive on Instagram, and enables brands to use the technology to add a highly interactive element to their product advertisements.
Through the AR filter, brands can create various effects, essentially allowing users to try on items before buying them as they would in the store. Like the Checkout feature, the AR filter isn’t available to everyone just yet but it’s definitely something to keep an eye out for in the future.
How to attract shoppers to your brand on Instagram
Now that you know what features are available to you as a brand, here are some strategies to increase engagement and interact with your customers.
Use hashtags for community and discoverability
Ever wondered why people use so many hashtags on their posts? There are mainly two reasons why you’d use them on Instagram—community and discoverability.
When a user clicks a hashtag in Instagram to search for more posts with that hashtag, your posts can show up, which widens your reach. But for this exact reason, it’s important to use the right hashtags rather than random ones that won’t reach your ideal audience.
In this example, Homesick uses multiple hashtags on their post but not an overwhelming, spammy number. They also feature hashtags in several categories:
- Brand hashtags: #homesick, #homesickcandles, #myhomesickstory
- Relevant category hashtags: #homedecor, #candles
- Communal and sentimental hashtags: #yourhappyplace, #fallwithus
A study found that about 11 hashtags per post is a good balance to improve your discovery without looking like spam; the current maximum you can use is 30.
Generate excitement with promotions and giveaways
An excellent way to promote a new launch of a product or upcoming sale is to generate buzz in advance through promotions and giveaways. Doing this on Instagram can drive up engagement by adding more followers through direct referrals from friends.
This creative giveaway by ModCloth encourages customers to post photos with their friends dressed in their products for a chance to win a gift card. If an existing customer has a friend that isn’t also a customer, this is a great way to gain word-of-mouth referral.
Of course, there are even easier ways to generate buzz, like simply asking users to tag their friends in the comments. Users who’ve been previously unaware of the brand can now follow it through their friend’s referral.
You can also ask users to sign up for your email newsletter through a contest (or just a regular Instagram post where you lay out the benefits of subscribing via email as well). To do this, you’ll either have to pay for Instagram Ads and direct your CTA to a sign-up page, or instruct users to click the link in your bio and have it take them to a subscription landing page.
Repost, tag, and feature customer content to drive loyalty
One effective way to create community is to encourage users to post photos with a promoted brand hashtag, and then featuring them on your profile using a reposting app.
By including that hashtag, it makes it easier for you to discover users and influencers who are posting photos or stories about your products—and to repost their photos or tag their accounts on your posts or stories.
When your customers feel like you’re engaging with them and appreciating them (and giving them attention and public recognition), it generates more loyalty, engagement, and satisfaction beyond the product purchase.
Demographics-wise, millennials predominantly prefer Instagram over other social media, second only to Facebook. This is also true for Gen Z shoppers, the only difference being that the most popular app is Snapchat, followed by Instagram.
Gen Z shoppers are also more active on mobile, with 53 percent of surveyed teens making a purchase on mobile over the past six months and a further 80 percent of teens getting their beauty tips from social media influencers.
These trends point to the rising influence of social commerce for the younger generations, which will inevitably contribute to shaping shopping trends in the new decade. As more and more features become available to brands, there will be further opportunities to create immersive, never-before-seen online shopping experiences that will draw users to your products in highly engaging ways.
Instagram Shopping is the perfect example of this new shopping experience, where customers actively use the platform to shop; yet it’s primarily a social, rather than commercial, experience.
To make sure your brand stands out on Instagram, take advantage of the following features.
- Shoppable posts. Tag products in your posts, linking users directly to your site to purchase.
- Shoppable stories. Feature products in your Instagram Stories, letting them swipe up to see more details.
- Influencer tagging. Partner up with influencers to them tag your products in their own posts.
- In-app checkout. Set up an in-app payment option so customers don’t have to leave Instagram to make a purchase.
- Instagram Shop. Feature your store catalog directly on Instagram so users can browse products on your profile page.
- Explore Shop. Set up your Instagram Shop so it becomes discoverable for users with relevant interests.
- Augmented reality. Use AR to create unique experiences for customers as they view your stories.
While using these features, use different strategies to drive up engagement and make browsing and shopping your brand an enjoyable experience for users.
- Use the right hashtags. Pick hashtags that will help people discover your products through product searches, product categories, and emotions.
- Host promotions and giveaways. Reward your loyal followers, attract new ones, and potentially grow your email list by doing regular giveaways and other promotions.
- Feature customer content. Create a sense of community by reposting user-generated content featuring your products.
Shopping Video – New Marketing Trend
One of the best ways for marketers and business owners to increase sales and engage customers is video shopping. This new marketing trend involves using video content to promote and sell your products.
Here is everything you need to know about shopping videos for business owners.
What is Video Shopping
Video shopping involves using video content to promote your products/services with the aim of increasing sales. With a shopping video, business owners can show off their brand and give relevant information about their products and services. Also, videos help influence the decision-making process of buyers and increase sales.
Types of Shopping Videos
There are two main categories of shopping videos, and they are:
Live Video Shopping
This type of video shopping involves creating a live presentation of your products. It is not pre-recorded, thus making it easy for customers to interact in real-time.
Non-Live Video Shopping
In this case, you record the video and then upload it on platforms where customers can find them. While you can’t get real-time responses from customers, non-live videos are easily accessible, unlike live videos.
Benefits of Video Shopping
Video shopping can provide many benefits for business owners and their customers. Some of the advantages of video shopping are:
1. Engaging Visuals That Increase Sales
Consumers generally prefer video content over text because they are a more expressive form of content. With video shopping, business owners can create an interactive environment where customers can engage. This form of engaging content increases your chance of converting visitors to actual customers.
2. Increase Brand Awareness
Business owners can increase the chance of being seen by their target audience through impressive shopping videos. Shopping videos prove to be a convenient way to promote your business and increase brand awareness.
3. Convenient Customer Interaction
Video shopping helps engage with customers in real-time, thus making them feel seen. You can chat with customers one-on-one, which makes it easier to serve their needs. Whether it’s a car dealer chat or a skincare consultation, you can count on video shopping to improve rapport.
4. Bring Products to Live
With video shopping, shoppers can easily browse products in real-time. For example, fashion brands often bring clothes to life by making a video of how it looks on a real person. This will help customers have a feel of how the item will look on them, and this can increase sales.
5. Easy to Create
Creating shopping videos doesn’t have to be a long and complicated process. Shopping videos tend to be short and easy to make without requiring a professional. With a smartphone or camera, anyone can make a marketing video that converts. Also, there are many channels and platforms available to create videos that will persuade visitors into being actual customers.
6. Increased SEO Ranking
Videos tend to perform better than other forms of content, and having them on your website will increase your SEO rankings. This makes it easy for customers to find you and do business with you.
If you are running an online business, you need to keep up with new marketing trends to boost your brand. One of the latest marketing trends to implement is video shopping. When done correctly, video can help provide valuable information for customers, boost engagement, and increase sales.
In Business, Image Matters. How to Improve Yours?
Your business may boast of excellent products and/or services. However, nowadays, excellent products and services simply aren’t enough to help a business survive and thrive in the long run. What your business also needs is a strong image – one that can help it stand out from its competitors.
But how exactly do you go about improving the image of your business? To know the answer to this question, read on as we take you through all the steps you can and must take to take your business forward towards success.
1. Face-to-face interactions with people
We may be living in the digital age, but nothing can beat face-to-face interactions when it comes to telling people about your business. Here are some ways through which you can inform people about your business and what it’s all about:
Meet people and start conversations
It’s unrealistic to expect that people will know about your business if you don’t reach out to them. So, start going out and attending events.
Business-centric open meetings and conferences would be the best place to start. At these events, you’ll run into several businessmen like yourself. You should make the most of these opportunities to start conversations with others from the world of business. This will gradually let people know about your business and the products and/or services it has to offer.
Prepare a pitch
When you meet potential customers, you have to be prepared to speak spontaneously about your business. At this juncture, it’s important that you don’t fumble or sound unconfident. After all, what you tell people about your business will form impressions in their minds – and you’d want those impressions to be positive, wouldn’t you?
This is where preparing a pitch can come in incredibly handy. Write it down first and then keep practicing it out loud, and make changes where necessary.
Participate in community events
Your local community is the first pillar of support for your business. So, get out there and try playing a role in all community events. At these events, you should promote your business in a friendly and welcoming manner.
This should encourage members of your local community to take an interest in your business and what it has to offer. Sure, this may not result in immediate sales, but it will definitely improve your business’s public visibility.
2. Make your business appear professional
A surprising fact is that the modern-day consumer values professionalism more than the quality of products and services. Of course, product and service quality is important, but if your business lacks professionalism, it will lose out on customers.
So, to make your business appear professional, you can put the following steps into practice:
Invest in a business website
The internet is arguably the biggest platform for businesses nowadays, which is why you should invest in a dedicated website for your business. We recommend hiring professional web developers and designers to curate your business website. This will ensure that your website looks and feels professional.
Apart from setting up a website, you should also pay attention to its content. Quite simply, it should have all the information that your target audience may want to know, i.e., contact information and information about the business. Your business website should also have a blog with consistent posts. This can go a long way towards ensuring your expertise within your niche.
Set up a dedicated email account for your business
Using your personal email account as your business’s email account is nothing short of a criminal offense. That’s why you should set up a dedicated business email account. It’ll help you achieve consistency with your branding, and it’ll also allow your business to look professional to the people who subscribe to your business newsletters.
To set up a business email account, you need to first create a domain name and then get in touch with an email provider. Two of the best email providers out there include Office 365 for Business and Google Apps for Business. Both options provide business-class email along with features such as online storage and document editing. The best thing about these options is that they’re quite inexpensive.
Provide 24/7 Customer Service
These days, consumers expect the companies they buy products and services from to be available for them 24/7. Fortunately, the widely availble virtual assistant and reception services such as those provided by www.virtualreception.com.au can do that for you – both on and off office hours – to any types and sizes of business, from freelancing digital nomads to multinational corporations.
3. Set up your social media for success
Social media platforms such as Twitter, Instagram and Facebook are excellent places to market your business and its products. Here are a few ways to make your business succeed on social media:
Create business profiles
On all major social media platforms, you have the option of setting up personal profiles and business profiles. It’s best to create the latter type of profile as it is designed specifically for business purposes.
During the setup process, make sure that you include relevant info in the bio sections. Don’t forget to add links to your official website and other social media handles as well.
Post relevant content regularly
All social media algorithms tend to favor accounts that post relevant content on a consistent basis. So, irrespective of the social media platforms you’re active on, make sure that you’re posting new content as much as possible.
Not posting regularly can limit your business account’s reach and stall its growth on social media.
Keep branding elements consistent across all platforms
If your Instagram page looks drastically different from your Facebook page, your target audience is bound to get confused. That’s why it’s vital to use similar branding elements across all social media platforms.
The branding elements you should focus on keeping consistent include your business’s logo, its imagery, and its voice, i.e., the tone of communicating with your audience.
Encourage users to engage with you on social media and interact with them: Through the use of call-to-action (CTA) messages, you can encourage your followers on social media to engage with your posts. You should also spare time to respond to your followers’ comments.
There are quite some things to consider in your endeavor to increase your buisness image. However, focusing on the three above is more than sufficient to get started: Meet people and tell the about your business; make an effort to be professional, especially in your online presence; and lastly, make use of social media platforms to your advantage.
Be sure to do a lot of trials-and-errors so that you can form the best practices for your company.
14 community management tips for meaningful connections with customers
The idea for sharing community management tips came to me about a year ago. That’s when I synced up with the GoDaddy Community team to host a webinar for small business owners. As hundreds of attendees rolled into the Zoom, I had a realization: “GoDaddy has a strong community.”
Behind every good brand and business, there’s a solid community of supporters, stakeholders, and sometimes, even haters.
But building a community and maintaining connections is one of the most misunderstood and least talked about topics within the small business world. For a business with fewer than five employees and a handful of customers, community building might seem like just another marketing tactic that is just out of reach.
To help small businesses build and manage an online community, I asked other business owners and marketers what community management tips they had for creating meaningful connections with customers.
14 community management tips to create meaningful customer connections
Given that creating and maintaining a strong community can help retain and attract customers, consider following these 14 community management tips:
- Be quick to address negative experiences
- Filter out spam
- Showcase success
- Send a postcard
- Get your customers involved in important decisions
- Bring Up topics that encourage engagement
- Provide talking points and engage with your community
- Engage regularly
- Be the face of your brand
- Choose a channel that works
- Create content that addresses customers’ specific needs
- Consider a brand ambassador program
- Reward loyalty
- Recognize the importance of inclusivity
Read on to learn more.
1. Be quick to address negative experiences
A bad customer experience can quickly escalate to a brand reputation crisis, and the company’s response must be fast to revert the situation.
Monitoring social channel mentions is an easy way to keep an eye on conversations surrounding your brand and detect potential concerns.
Once a customer posts a comment that threatens your brand reputation, listen, honestly apologize and be willing to solve the issue in the best possible way. Your unsatisfied customer will feel appreciated and perhaps even become a brand advocate.
-Rebeca Sena, GetSpace.digital
2. Filter out spam
The most important thing you should be doing in regards to community management is interacting with your community, and you cannot do that properly if you have to work through a bunch of spam. There are many programs out there, even some within the different social media sites, that can filter out spam in your comments and messages so you can focus on addressing your community. Plus, getting rid of the spam and moderating harmful comments creates a better space for your community to contact you through.
-Jacob Dayan, Community Tax
3. Showcase success
Develop case studies from your successful community members. This is a practical way of propagating the core values of your online community and encouraging new users to join your community.
The more these members contribute to the community, the more impact these case studies have. You can start by creating basic reports to identify the members who are actively contributing high-quality content, assisting other members, and elevating the community.
-Hasan Farahani, Yocale
4. Send a postcard
Many of my customers spend $15–$20K on medical care in Latin America. I send my customers handwritten postcards to remind them of their journey, thank them for their business, and to stay engaged while they recover from procedures like dental implants or plastic surgery.
The cost in time and money is very low, but a human touch in the healthcare space is increasingly rare.
-Wesley Jacobs, Apollo Medical Travel
5. Get your customers involved in important decisions
Taking the time to follow up with your most active customers and getting their insights on important decisions makes them feel like their opinions are truly valued and cared for.
In the long run, this forges a strong connection between you and your audience that relies on more than simply a transaction.
An added benefit of doing this is that you may even get some eye-opening suggestions and creative ideas that could end up benefiting your business.
-Harry Morton, Lower Street
6. Bring up topics that encourage engagement
Meaningful connections need to originate from a common source that offers a moment of relatability, which can further build brand trust. Social platforms offer numerous opportunities for these types of exchanges. When managing your social community, bring up topics that encourage engagement so you can connect on a level that goes beyond the basic company/customer relationship. In doing so, the consumer will feel more at ease to comment, ask questions and even provide more detailed feedback.
-Lindsay McCormick, Bite
7. Provide talking points and engage with your community
It’s important to recognize that community management is an ongoing responsibility. If you want to see your community thrive, you must create opportunities for customers to voice their opinion, communicate with other community members and provide you with feedback. Finding success is contingent on your ability to encourage participation from users, so you must provide talking points and give them plenty of avenues to stay involved.
If you leave your community dormant without your administrative oversight, engagement will start to dwindle as fewer users initiate conversations and take part.
Communities rarely function autonomously, so be sure to play an active role as you connect with and safeguard your community.
This gives you a chance to speak with your customers on a personal level, helping you learn about their likes, dislikes, objections and pain points directly—all of which are crucial in building meaningful connections with customers.
-Mike Grossman, GoodHire
8. Engage regularly
The best community management tip is to engage regularly and don’t neglect questions or threads you didn’t start—even better if they aren’t getting a lot of feedback. If you’re lucky enough to have the opportunity to regularly interact with your customers, make sure you’re commenting often and have a badge next to your name letting them know you’re a moderator or part of the company. That will really cement that feeling of connection and letting members feel heard. Plus, we’ve found that a community manager can really breathe life into a topic by offering input and pushing it to the front of that community for more engagement.
-Sylvia Kang, Mira
9. Be the face of your brand
Revealing the human side of your brand is without a shadow of a doubt an efficient strategy to boost your customers’ connection. It conveys transparency and accountability, building a stronger human bond. Consumers tend to trust people more than a company, and showcasing real people will make you and your brand easier to remember and trust.
-Chiara Sternardi, Passport-photo.online
10. Choose a channel that works
The best way to build an authentic community is to have everyone communicate using the same social media platform. Make that a crucial part of your strategy.
If it’s a professional audience that you’re going after, choose LinkedIn. If it’s a broader audience, use Facebook or Instagram. If it’s a young audience, try Snapchat or WhatsApp. If it’s a politically charged audience, maybe try Twitter.
YouTube is a great way to encourage people to watch videos that provide clear instructions on how a product or service works.
Users flock to YouTube for instructions on everything from how to change batteries on a device to playing scales on a guitar. The comment section can be useful for feedback purposes, and it also can be a way for customers to communicate with one another.
-Joel Jackson, Lifeforce
11. Create content that addresses customers’ specific needs
By creating audience and buyer personas based on different client categories, content marketers can create social content that speaks to people rather than just industries. Learn where your customers hang out online using your social media demographics. Then, narrow those results using audience research to help you define a specific audience and channel. You can then customize communications by researching the LinkedIn profiles of potential customers. Doing so will allow you to identify different stakeholders within the organization and determine their pain points. You can then create better content that addresses their challenges. But it’s all about finding an interesting angle for each segment.
Content that is too broad won’t result in authentic engagement with your followers.
Social media posts that offer helpful information are guaranteed to stand out in your clients’ feeds, resulting in more likes, shares and leads.
-Daniel Tejada, Straight Up Growth
12. Consider a brand ambassador program
A great way to create authentic connections with customers is with an acquisition and advocacy program like a brand ambassador program. For example, if a user can get five people to sign up for a service or product, they become an ambassador.
These brand ambassadors can help your business acquire new users. You can reward them with swag and access to special products or services … maybe even a special event!
-Jennifer Pieniazek, Resume Now
13. Reward loyalty
You can create meaningful connections by rewarding loyal customers to show how much you appreciate them. Just like any relationship, whether it’s personal or professional, people appreciate rewards. Show your customers that they matter and are top of mind in your decision-making. That’s how you create a stronger, more loyal customer base—one that will continue to pay attention for new initiatives and future rewards.
-Alyssa Berman-Waugh, Level Home, Inc.
14. Recognize the importance of inclusivity
To create meaningful connections with customers, recognize and accept diversities within your community. Each of your customers will differ in terms of their culture, orientation, ability and life experience. It’s imperative that you celebrate these differences and welcome input from individuals of all walks of life as you advocate for equity and inclusivity. This will develop your community’s reputation and attract diverse groups in greater numbers.
Communities that cater to just one group of people almost always become echo chambers, creating a suboptimal environment for connections to form and important discussions to take place.
By listening, asking questions, and welcoming input from diverse groups of individuals, you’ll cement your community as a welcoming place for diversity and insight to flourish.
In doing so, your ability to build a rapport and create meaningful, lasting connections with your customers will blossom.
-Patrick Casey, Felix
The community management tips used in this article were gathered using Terkel.
Terkel creates community-driven content featuring expert insights. Sign up at terkel.io to answer questions and get published.
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