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digital marketing trends

Digital Marketing Trends for Small Businesses in 2020

It seems like every day, digital marketers are faced with new and unique challenges every time they log on. What can small to medium sized business owners do to get a competitive advantage? Let’s dive into the numbers and see where the industry is likely going in the coming year.

Is Content Still King?

Yes and no is the simple answer. While inbound content marketing and keyword acquisition remain primary drivers behind many digital marketing efforts, really focusing on the customer/client experience is becoming increasingly important. Look at these three statistics from HubSpot’s State of Inbound 2020 Report.

  • Nearly 40% of marketers says that content marketing is a very important part of their overall marketing strategy. (Hubspot, 2020, p.10).
  • “Content Marketing Strategy” is the most searched query related to content marketing. (Hubspot, 202, p.10)
  • 77% of companies have a content marketing strategy. (HubSpot, 2020, p. 10).

At face value, these facts seem obvious; there isn’t a company that can survive without sales. However, there are well over half of marketers stating SEO and content creation are the top inbound marketing priorities on their to-do list.

Given the direction of SEO, Google’s overall goal, and what other professionals theorize, there will most likely be a shift towards overall user experience, combined with great content. Content is still king, but it must be engaging and provide the visitor with value.

What Can I Do Now?

Do an audit of your current content. Is it thin? What can be improved, how can you better explain a concept? When it comes to adding value, the goal is for your article, guide, or tutorial to be the end-all, be-all for a specific search.

If you don’t have any content yet, start writing, or consider hiring a writer. What subject related to your industry do you know like the back of your hand? Even if others have already created content around your subject, what can you do to improve theirs and make it your own?

This could be anything from adding a different method of completing a task, or simply adding helpful visuals to a process. Is there anything you are constantly asked by your customers? Are there common myths in your industry that need to be debunked? These may be great places to start.

If you haven’t already, start taking advantage of your Google Analytics. Analyze the numbers; is your bounce rate low? No? Why? Look at your site from your visitor’s perspective, what do you like, what do you dislike, how can this be improved? Consider hiring a third party company to do an audit.

Run your site through Google PageSpeed Test, what can you do to improve your score? Are there any broken links? How does your site appear on smaller or larger screens? Continue to develop great content, but ask yourself, “How can I improve the visitor’s experience with this content?”

Facebook and LinkedIn, Do Professionals See a Difference?

Some may argue not. If you look at the two social networks, you’re the same person on both. The only difference is you’re wearing a suit and showing your resume in one, and wearing jeans and sharing pictures of your family in the other.

Let’s look at the numbers, 78% of people use Linkedin for professional purposes, which is 2% down from last year’s report. On the other hand, 74% of people use Facebook for the same thing, which is up 1% from the previous year.

Based on the numbers, it appears most people use them interchangeably, which shouldn’t come as a surprise. They’re both social networks; so the goal of each is the same: to connect, build relationships and provide value.

It doesn’t matter if you’re in a suit or sharing pictures of your pets, you’re the same John Doe on Linkedin as you are on Facebook. Besides, most people can easily find you on Facebook from your Linkedin profile anyway.

So what does this mean? Connections are becoming more casual. Social media marketing is becoming less rigid and it’s easier to reach decision makers. In the social media realm, there is no gatekeeper. The only person you have to get past is the prospect himself and whether or not he’ll accept your message or friend request.

What Can I Do Now?

Make sure you have a business page on both Facebook and Linkedin. Take advantage of a branded URL, by claiming it in your page’s settings.  By doing so you will have access to metrics and analytics you have not been able to see before.  If you are doing a lot of business on a Facebook personal page, you have a 5,000 follower limit; business and professional pages do not.

If you already have a personal page setup, don’t worry. Facebook will allow you to merge your personal and business account one time.  This is a way to generate a large following very quickly for your business

Do this for all online profiles, Facebook, Twitter, Instagram, etc. Take advantage of every network at your disposal.

Next, start posting engaging content. Create open and productive discussions. Doing this first gives your profile value. Once you’ve had at least a week’s worth of content, start reaching out to prospects to connect. Ask for their opinion on something you’ve posted, but don’t immediately go for a sale, rather, open a line of communication first.

Think about how you create a relationship – either business or personal with another human being.  You chat about topics – sometimes finding common ground and interests.  When you see each other, you talk about those commonalities and eventually expand your conversations to other areas you find interesting.

So, in the beginning, focus on the conversation and begin to relate relevant content to their business. Eventually you may begin to uncover some problems where you can begin to sell.

Lastly, this doesn’t mean give up on Linkedin either. Continue to use Linkedin and other sites to your advantage. Create a consistent brand of yourself and your business across all channels and you’ll reap the benefits.

Use Video To your Advantage

Up until the past few years video was just another tool in the digital marketer’s toolbox. It was nice to have, but was second to ‘more important’ subjects like keyword density, LSI keywords, and more. As already mentioned above, creating great content and focusing on the user experience are both extremely important. Video tends to hit both of these areas if done properly.

It shouldn’t be a huge surprise either. If you live in the United States, it doesn’t take a genius to see cellular carriers boosting off their massive 4G or LTE coverage across the country. Couple this with more cities and businesses adopting free Wi-Fi and it’s no surprise streaming to portable devices is higher than it’s ever been.

According to Cisco, video will represent over 82% of all internet traffic within the next three to four years. This is a staggering number. Searching for something on YouTube is virtually just as common as Googling now. YouTube has now become the second largest search engine in the world.

What Can I Do Now?

Log onto YouTube using your business Google account and email address.  Create your own custom, branded channel.  Grab a branded YouTube URL that best represents your company.  Do an inventory of all video you may have posted to your website, social platforms or in some other way have created.  Upload these videos to this new channel to start getting them indexed.

You might think it takes a lot for your business to get into video marketing. The truth is, it doesn’t. Odds are likely you have a full HD camera (such as your smartphone) in your pocket and several apps, like Snapchat or Instagram, that you can begin utilizing today.

Give your audience an inside look into how your business operates, show them what it’s like behind the scenes in a fun and engaging way. Otherwise, try to provide some other sort of content that has value.

For example, if you’re a distributor of work clothes for construction, create several short clips explaining the uses for different fabrics. Which fabrics work best in this weather, or which fabrics can stand up to sparks flying from metalwork. The beauty of video is the viewer doesn’t have to do anything but watch. While the videos don’t have to be perfect, be sure the content of them is.

If you have the ability to spend more money, consider hiring a freelancer to turn your current content into short informational videos. Build a collection of these on YouTube. Create video shorts of products highlighting their features, or show the level of customer service you provide if you’re in a service industry.

Lastly, don’t micromanage every little factor mentioned in this article. While everyone of these parts is a piece of a larger engine, in the end, it’s all about how well you can service your customers. Listen to what they have to say, focus on their needs, and let that help guide you through the online landscape.

Every day is a new opportunity to connect and create a sale. There’s new networks and new prospects entering the market by the day, and they’re looking for what you’re selling. Follow the tips listed above and you’ll put yourself leaps and bounds ahead of competitors. Providing value and focusing on the customer/client experience will undoubtedly improve your success in 2018.

 

 

digital marketing trends

Digital Marketing Trends to Keep Your Audience Hooked

Many new developments have taken place in the last five years in digital marketing. In addition to helping businesses achieve their goals, digital marketing has a great impact on how we do business. From running a website and making that website visible on search engines to increasing web traffic and offering better customer experience – digital marketing has been easing it all.

Digital marketing and associated technologies have elevated the ease of doing business, allowing us, entrepreneurs, to stay focused on what’s important for our business. In fact, it is one of the most important parts of business strategies. A considerable part of inflows and outflows of a business is on digital marketing.

This post talks about some of the hottest and most practiced digital trends at present that help you keep your audience hooked. 

Artificial Intelligence & Chatbot


Everybody is talking about artificial intelligence. It is the part of digital technology that, if deployed strategically and correctly, can help bring down the cost of human errors while amplifying the profits of your process.

Chatbots, a kind of AI application, are also making a huge score these days. With their programmed artificial intelligence, the bots can accurately sense and solve the issues and queries of your customers quickly. There is no need to deploy your experienced professionals to handle basic and initial conversations. Introducing chatbots in your web CMS saves your agents’ time, so they can focus more toward your organizational goals.

AI offers exceptional opportunities in the sky of digital marketing. AI applications are going to have a major role in predictive analytics, bringing out better experience, and targeted and re-targeted marketing.

Live & Video Marketing 


A picture is worth a thousand words. That’s an old saying. But, a high-quality video can speak better than pictures can. Video is a versatile and engaging content format.

Video marketing has emerged as a key driving factor in the field of digital marketing. It is a way of using videos (whether live, pre-recorded or edited) to promote your brands, products or services effectively. Live videos are an excellent way to increase engagement and brand identity.

Video marketing has become a popular trend nowadays. You can see it for yourself by checking out your Facebook, Instagram, Twitter and LinkedIn feed. You will see videos and video ads mostly.

Going live is another effective way to engage and convince your audience. Live videos are a part of video marketing strategies at leading brands that often do Facebook Live or YouTube Live.

Visual Content Marketing 


Digital marketing trends Promoting your products using appealing visuals – such as graphics, infographics, memes, or texts written and arranged in a visually attractive way – can be labeled as visual content marketing. Visual content marketing also involves video marketing. And it is quite a popular digital marketing best practice presently.

“11% more B2C marketers than B2B marketers say visual content is the most important type of content today.” ~ Social Media Examiner

It is different from traditional practices, for example: content (text) marketing, video ads, and pamphlet/brochure distribution. Visual content marketing, in a digitally driven era, takes place on your website or on your social networks, from where you get most of your traffic and engagement.

Visual content is easy to digest for consumers. Once digested and your message is delivered, your audience is already convinced. If you are considering visual content marketing, you have a wide variety of content formats to use. These are some of the most popular types and formats of visual content which you can use in your visual content marketing campaigns.

Social Media Influencers 


People having an influential presence (or following) on social media are social media influencers. They are celebrities of social media and also, often, in real-world scenarios. Their followers listen to them. Influencer marketing can give 11 times more ROI than traditional online marketing.

For a modern business, influencer marketing has its own benefits. You can keep your audience with you with the help of this new age marketing technique.

You could find and hire a social media influencer to promote your brand on social media. Even top brands are chasing and following social media influencers; you could follow the trend for your business or become one. 

Database or Customer Based Marketing


Database marketing is still a top trend. However, in this technologically advanced era, you pitch your product online through social networks or email marketing, making the most of your customer database. Database marketing this way is the direct marketing of the modern digital world.

Real-time data, insightful performance reports, and enhanced customer views are the key of modern database marketing. The market can create and implement strategies – all thanks to highly advanced database marketing applications.

Database or customer-based marketing involves gathering information from customers such as their name, address, email, phone number, and many other details through social media, paid advertisements, or direct form fill campaigns. Once the database is ready, it is segmented and ready to be pitched.

Database marketing stands as a powerful support to your SEO efforts. They have the potential to boost traffic and sales for your online business. However, you will need to make sure that your website is ready to handle increased traffic to avoid getting penalized by search engines. You will need to devise thoroughly-calculated database marketing strategies to obtain desired results.

Bottom Line


Once digital marketing itself was a trend. Today, it has dozens or even more sub-trends having an impact on the performance of your website or online business. The trends keep changing, but it takes a wise entrepreneur to identify and make the most of those trends before they become an old school. The trends, technologies, and techniques underlined in this post are going to have a huge impact on how businesses are done online and how digital marketing is implemented.

 

This article first appeared here.

Content Marketing

4 Unique Services That a Content Marketing Agency Provides

The inbound-marketing organizations experience a 62% lower cost per lead than the traditional marketing ones. Therefore, in the middle of all inbound companies, you will come across content like blogs, articles, eBooks, videos, infographics, case studies, etc. Content Marketing is of critical importance to any business trying to grow website traffic. It is important to spread awareness for the value of a good-quality content and inbound marketing.

Therefore, this responsibility can be taken by the best content marketing agency as they adopt the content marketing methodology, and promote it to their customers and prospects as well. The main focus of the Luce Media agency is to help grow your business. To do so, it is important that we provide services for lead generation and content marketing.

Types of services provided by the agency

Given below are some of the hand-picked and important services that are provided by a content marketing agency.

Content Marketing

  • The strategy of content marketing: This is the first step of a content marketing agency, and they will craft a unique piece of strategy for your business. They will take the responsibility to conduct research on the buyer’s persona and get to know more about your clients. Through this method they will create content, which will be very appealing to your customers. Once the contents are done, they will deliver it to you before publishing to receive your approval.
  • Development of content: The agency will professionally write, edit, and publish it internally too. This process will allow them to produce high quality and consistent content for your business or brand. The content, which will be developed by the agency will be very unique and they will publish it on your business’s website.
  • Distributing the content: The content marketing agency provides automatic distribution services. This means it will help in publishing your content on various social media platforms. To receive a robust distribution, the agency will recommend you to take their additional services like email marketing services and so on. The additions will help you promote your content to the online audience.
  • Content marketing reporting: The agency will help in delivering reports on content marketing each month. This will help them to breakdown the performances of the services they provide. They will keep their focus on increasing your website traffic for you.

The Importance of Digital Marketing in Frisco, TX

Apart from providing services on content marketing, the top company will also be known as the best digital marketing agency as well. This is because they also provide outstanding services in digital marketing. Digital marketing will not just favor the marketers, but it also provides something much more innovative for the consumers too. Choosing digital marketing is known to be a better growth option for your business, increase conversion rates, and help in solving customer issues.

Choosing digital marketing services will also help in increasing the reputation of your brand and engage with mobile customers. Digital marketing plays an important role in reputation management services, by creating an image for your brand.

Growing Your Business

To increase the growth of your business, it is important to use the right set of tools and services for it. Whether it is content marketing, digital marketing or reputation management services, each of them has its own way to help your business. Taking their services will help your business reach its level of success in no time.

Sign on store door that says Come in We're Open

Costly Mistakes That Sabotage A Business’s Local Search Presence (And How To Fix Them)

More customers are actively searching for small businesses online than ever before. Google processes over 3.5 billion search queries per day, over half of which take place on mobile devices. That’s a lot of on-the-go mobile shoppers looking for nearby stores. But that traffic is worthless to businesses that fail to optimize their local search.

Social Media for Small Business OwnersImproving your business’ online visibility and placement in search results is one key to attracting more local shoppers to both your website and your small business location. That said, local competition can be fierce. Small businesses that want to connect with local consumers online can’t afford to make marketing mistakes that place them at a disadvantage.

Although there’s no perfect formula for dominating local search, there are certain mistakes that you must stop making to keep from sabotaging your own visibility. Today, we’ll examine the most common mistakes and what can be done to remedy them.

Writing Content For Search Engines, Not Local Customers

Done right, content marketing can be a powerful tool for local businesses. Publishing consistent content allows you to tell your brand story and educate consumers about products, news, and trends, all while establishing your small business as an industry leader.

Quality blog posts also help search engines learn more about your company, which can lead to increased credibility and higher rankings in search results. To be specific, Google loves E-A-T content — content enriched by the author’s expertise, authority, and trustworthiness. Local small businesses need to take it a step further and realize content is most effective when it has a bit of local flavor. A local perspective can infuse blog content with personality, make it more relevant to readers, and help the business build a stronger connection with local customers.

Sacrificing Backlink And Citation Quality For Quantity

Gone are the days when those scoring the most backlinks are guaranteed to come out on top. Backlinks are the number of other websites that have a link in them pointing to your small business website.  Sure, having lots of citations and backlinks pointing to the business’ website can still be great for SEO, but only if the sources are authoritative and credible.

Businesses that invest in high-quality link-building and submit listings to respectable local directories will see a boost in their online visibility. However, search engines do notice when a site receives most of its traffic from untrustworthy sources, which can result in lower search rankings.  Luce Media has a very cost-effective program to get your business on the top 50 online directories.  To check what your online visibility looks like, click here.

Instead of trying to get as many backlinks as possible, focus on earning high-quality citations from reputable sources. The citations themselves should offer up-to-date information, and the business’s name, address and phone number (NAP data) must be consistent across the web.

Here are a few suggestions for improving your web presence through backlinks and citations:

  • Submit small business listings to high-quality local directories
  • Contribute guest posts to authoritative websites
  • Sponsor a local charity event or Little League team
  • Include the website in social media bios for the business

Just remember: Quality is more important than quantity.

The online visibility of any small business is essential for getting found by consumers in this digital age and, if there is bad data, duplicate listings or no listing at all, then small businesses are losing customers. Luce Media has the tools and the technology to make sure your small business is highly visible online.  Online visibility is not a “one and done” process. A small business’s local presence must be monitored, maintained, and adapted based on algorithm changes on a consistent basis.  Contact us here at Luce Media to find out how we can help you improve your SEO and be found more often in Google searches. Luce Media helps companies in McKinney, Allen, Plano and Frisco with social media marketing.

Written by Bernadette Coleman and originally appeared in Advice Local’s blog.

Social Media for Small Business Owners

5 Ways Small Businesses Can Improve Their Social Media Presence

If you are like most small business owners, undoubtedly you have a very busy schedule.  There always seems to be a never-ending list of things to do that will help provide success for your company.  One of the many items on the list is probably or should be, to spend time and attention to your small businesses’ social media presence.  In today’s fast-paced world, social media is of utmost importance to the success of small businesses.  Today’s Social Channels are Sales Channels.

Social Media Marketing sign

There are several things that you can do to improve your presence in the social media outlets that you have chosen for your small business.  Below are a few ideas you should review to ensure your business is maximizing what it already has in the social space

  1.    Choose your Social Media Outlets Carefully, Depending on your Audience.

When you are running your own small business, you don’t have a lot of spare time; however, it is important to make some time to attend to your company’s marketing efforts and that often means your social media platforms.  The trick is to choose which platforms you use very carefully.  Research suggests that the majority of people who enjoy social media use Facebook.  Others enjoy Instagram, Snapchat, Twitter, and the like.  It can be overwhelming to try to post on every social media site, and statistically, it probably does not make sense for you to do so.  Therefore, choose 2-3 networks that you believe will reach your loyal customers effectively, and devote time and attention to your social media presence on those platforms.

  1. Decide Your Small Businesses’ Plan and Goals Prior to Posting.

     Put some serious thought into what you would like to highlight in your social media posts.  It may be wise to write up a long-term plan for a monthly, quarterly, or yearly calendar.  People receive plenty of “junk mail” through emails or on social media sites, so it is a good idea to avoid posting “fluff” items that don’t really have a lot of meaning or purpose.  Choose topics that your customers will find useful in their daily lives.  Also, choose topics that you are very familiar with and ones that you are passionate about.  Stay true and honest to your small business in your social media posts, and aim for posting snippets of value for your customers. This is incredibly important so I will say it again – bring VALUE to your audience and then start building a relationship with them.  They will greatly appreciate it, and in turn, will continue to follow your posts regularly.

  1. Commit to Staying-on-Top of your Social Media Posts.

Social media provides a two-way street between a small business and its’ customers; therefore, you need to commit to staying current with your posts and reply to customers, as needed.  It is important to respond to any unanswered questions, as well as thanking your customers for positive comments.  Conversing with people online should be done in the same way you do it in person. Be genuine.  This shows that your company is interested in their customer’s opinions, as well as setting a good example for other clients who may be watching.

  1. Keep your Posts Consistent and Clear.

     You may decide to choose one staff member or a team of members that have the responsibility of operating your social media platforms.  By appointing one person or small group of people this task, your posts have a better chance of remaining clear and consistent on a regular basis.  Even though you may have multiple people that can contribute to social media ideas or posts, it is a good idea to have one person act as the “poster”, the editor, the monitor, and the responder, should the need to respond arise.  Choosing social media posts can be very challenging and stimulating, so it’s a positive thing to have ideas from several different sources.  Several people can provide input in all of these areas, but by using one responsible person for the final social media product, it will be simpler to have the same “voice” throughout multiple posts.

  1. Post on Social Media on a Regular Basis

It is a wise idea to post on your social media platforms on a very regular basis.  You can either achieve this by creating a calendar and following through with that designated schedule, or you can use one of the many sources available that will automatically post things for you.  There are software programs available that can be used to post snippets automatically, once you create all of the settings.  You might also decide to outsource the project of providing a social media presence for your small business.

Lucé Media is a company that offers full-service social media marketing and a project-based approach.

Summary

If you own a small business, then having a social media presence is vital to the success of your company in today’s society.  People are so interconnected via social media platforms these days, that, as a small business owner, you should really be a part of this connection.  Social media sites are not just for promoting your small business, but they also provide a place for you to give valuable information to your audience and share the knowledge and expertise that you have acquired over the years.  Use this outlet wisely, and chances are that social media will not just benefit your small business, but will prove beneficial to everyone who sees your posts.

There are a couple areas that will give you free information on how you are currently performing in digital and social media marketing.  One tool allows you to see how visible your company is online, in searches and on multiple platforms.  Click here to add your business and zip code and get your free report.  The second free service is a topline review of your current social media efforts.  To get that review, click here and schedule an appointment.

Title image: What Happens in an Internet Minute

What Happens In An Internet Minute

Did you know that every 60 seconds on the Internet around 700,000 hours of videos are being watched and more than 400 hours of videos get uploaded to YouTube? How about 46,740 photos are posted on Instagram every minute. During the same measure of time, an average of 69,444 hours of video was watched on Netflix.

Just a month ago, it was revealed that Facebook has more than two billion active monthly users. That means that in any given month, more than 25% of Earth’s population logs in to their Facebook account at least once.

This kind of scale is almost impossible to grasp.

The scale of the internet is so great that it doesn’t make sense to look at the information on a monthly basis, or even to use daily figures.

Instead, let’s drill down to just what happens in just one internet minute:

what happens in just one internet minute

If you’ve ever had a post on Facebook or Instagram fizzle out, it’s safe to say that the above proliferation of content in our social feeds is part of the cause.

In a social media universe where there are no barriers to entry and almost infinite amounts of competition, the content game has tilted to become a “winner take all” scenario. Since people don’t have the time to look at the 452,200 tweets sent every minute, they naturally gravitate to the things that already have social proof.

People look to the people, brands, and businesses they trust to see what’s already being talking about, which is why influencers are more important than ever to marketers.

In the end, the key is to understand what types of content work to break through the clutter.  Understanding when your audience is online and open to receiving your content matters as well.  And making sure you are posting content that is truly engaging will all bust this huge flood of content.

At Lucé Media we know how to create the type of content that will breakthrough.  Our long history of studying digital media and creating companies to measure effectiveness allow us to open new doors for your growing business. More locally-owned businesses are turning towards the internet to market their wares and services.  Click here to get a free digital marketing analysis.

Woman looking at cell phone

Reflections of a Corporate Woman: Becoming an Entrepreneur

EntrepreneurAs a sophomore in college I needed to find a job that was relatively close to campus, allowed me to work full time, and paid enough so I could cover rent, car insurance and living expenses. At 19 years old I had no idea that job would turn into a corporate career lasting more than 20 years. During my career I had incredible professional and personal opportunities, but I also became an expert at operating within the confines of corporate life. I unintentionally built a lifestyle centered around navigating corporate bureaucracy with a reliance on what I perceived as a secure financial path.

Ever since I was a little girl I had this feeling in my gut that I was going to do work that made an impact. I have always been driven to succeed and to be my own person. So how did I end up spending most of my adult life (up to this point) in an environment with very specific “rules” for success? Did going down this path mean I no longer had the ability to truly be who I had always intended to be? And was it all bad that I had chosen to grow my professional career in large organizations? Almost one year in as an entrepreneur I have had some “aha” moments and I have come to some conclusions that might be surprising.

Making the Leap

A few years ago, if someone had suggested I leave my role as a senior leader in HR at an incredibly successful global company to run my own company, I would have laughed out loud. Why would I walk away from a good salary, bonus, and stock to take the risk of starting a company. I would have also expressed uncertainty that I have what it takes to build a company, doubting I had the skill set or the creativity. For me that was probably the most challenging barrier, being able to see myself as uniquely positioned to lead and help others. It was the downside of truly believing I was part of a team, part of something bigger than myself, and operating collaboratively at the expense of my own identity.

Many people I worked with during my career would likely say that I am outspoken, confident and authentic. But what looks bold and different in an environment that emphasizes governance, compliance and the unwritten rules for career advancement, can be an effort to keep intact some pieces of identity and not totally lose sight of the leader I had always hoped to be.

So last summer when a good friend made that suggestion that I go out on my own, I had a moment of complete terror. Then I started thinking, why not? Contemplating building something that reflected my ideas and values, I realized that for too long I had allowed myself to be constrained by my own doubts and fears. I paused and reflected on the direction I want to take my career and realized that taking risk, making a bold move, and creating something that was really an authentic reflection of me was exactly what I wanted to do.

Can a Corporate Woman really become an entrepreneur?

It would be easy to assume that by choosing the big company path for so many years, the one that provided me a fairly clear career progression and steady pay, I would not be well suited for this role as the owner of a startup business. But in fact it is just the opposite, all those years have positioned me well and here are a few reasons why:

o I know exactly the type of work environment I want to be part of and I want to help others create. This was formed through some really great experiences and by some that left me feeling disconnected and in a constant state of stress. With this clarity it feels quite natural to build a company based on authenticity and collaboration, and to help others do the same.

o After more than 15 years of my career dedicated to Human Resources I have come to some conclusions. First, HR is a dirty word and leading with that closes doors. Second, my drive to invest in people and to fundamentally transform the employee experience is as strong as ever. Third, because I am so committed to the employee experience it is my obligation to shatter the perception of HR. And finally, I want to run a business that reflects my personal belief that human resources leaders must demonstrate strong business acumen, provide a strategic perspective, and at times be fearless in their communication with executives.

o Being a HR leader in a large company afforded me unparalleled access to business strategies and results, making the connection between employee experience and customer experience crystal clear. Leveraging this knowledge and perspective to influence the people strategies of small and mid-size companies has become my passion.

o Vulnerability is essential. This was a hard lesson for me, as I tend to be a perfectionist and at times careful about taking action. I was raised in a conservative environment and that sense of being cautious, not offending others, and taking a more measured approach is my natural tendency. It was through my corporate experiences, specifically my involvement with inclusion work, that I had an epiphany about the value of vulnerability. I have carried that through as a consultant and entrepreneur, committed to being genuine and inviting productive conflict. I believe this is what leads to connection and true change.

o I have invested 15+ years of my career in human resources, with roles that have developed my breadth and depth of knowledge. This includes experience in talent development, labor relations, talent acquisition, strategic planning, and global leadership. I have come to appreciate that and realize I am uniquely positioned to teach, influence, and lead change.

o In a large company it is easy to form a false sense of security. For many years I was “head down” completely focused on my work, confident that the formula was hard work, performance, then promotion. And while there is value in this belief it doesn’t allow for the complexities of business and it doesn’t acknowledge the politics that are inherently part of complex organizations. As I have witnessed many well-respected colleagues be negatively impacted by reorganizations and business challenges, I have become more honest about the role each of us must play in creating our own outcomes.

The defining corporate experience that led me to this place

Looking back over my career I have come to realize there was a defining role that prepared me for the future entrepreneur I would become. It wasn’t the most senior position of my career and it wasn’t the largest team I managed. It was however the opportunity to be part of creating a new global division within a much larger company.

This experience allowed me to be uncomfortable every day, to jump into a business that I was previously unfamiliar with, and to engage employees and leaders whose life experiences and perspectives were radically than mine. Being completely honest, the first couple of months were really tough. I felt a sense of being overwhelmed and not quite getting it right on a daily basis. As I continued forward with the work I came to appreciate that I was building something new and there was no script to follow. I got to create that script, which sometimes I got right and other times not so much. But by trusting myself to take the chance, by connecting across the total organization to create partnerships and solve problems, I realized that I had the ability to be resourceful and collaborative and truly make a difference.

So what does the future look like?

These days I embrace the fact that I can’t predict it, and I realize now that I never could. But what I do know is my passion to make a true impact by influencing companies to provide a meaningful employee experience and to enable strategic organizational development, drive me forward as an entrepreneur. I am energized by doing work that provides leaders, in business of all types and sizes, to have the opportunity to lead authentically and to intentionally connect employee experience with customer experience (and ultimately company performance). And I am confident that I can handle whatever challenges I am faced with, because I am inspired by the adventure of making a difference in my own way.

Andrea Cooper is a human resources executive with more than 20 years of retail experience, most recently serving as the head of human resources & talent acquisition for Shopbop (an Amazon.com company).

She previously held multiple senior leadership roles with Walmart Stores Inc., including: head of human resources and talent acquisition for the Health and Wellness division, director of organizational development for the global procurement division, and serving as senior director of global diversity and inclusion.

Andrea operates strategically and influences organizational change, introducing employee-centric strategies that align with business success. As an experienced global leader Andrea has worked in 15 countries, leading teams and providing guidance to executives around the world. She has designed and implemented programs and solutions aimed at improving business outcomes and increasing employee engagement, recognizing that one size does not fit all. She consistently delivers meaningful employee experiences and makes a business impact through effective organizational analysis and talent planning. She has achieved strong results with a proven ability to diagnose organizational opportunities, create strategic plans, deploy the right resources and drive for results. Andrea is one of the key team members at Luce’ Media

Digital Marketing Consultant McKinney – digital media McKinney – social media McKinney – SEO specialist McKinney – advertising agency McKinney – ad agency McKinney

Welcome to Lucé Media – Social Media Strategy and Metrics

Welcome to Lucé Media.  We are glad you stopped by.

Lucé Media is a collective of some of the best digital, social, video and innovation talent around.  I hope you had a chance to read about our group on the Our Team page.  Our company, Lucé Media is created to be a digital innovation consultancy designed to help business owners realize the true potential of this digital age. If you need a helping hand from experts in the world of digital innovation, our goal is to exceed all your expectations with our exceptional solutions for today’s digital world.

Our Lucé Media - Digital Agency & Social Media Marketing McKinney, Frisco, Plano, Dallasunique and forward-thinking company strives to venture into the unknown. We don’t tread the same ground as other companies in the digital world, and that’s why our business solutions can completely reinvent companies such as yours. Our experience is unparalleled and our level of customer dedication and satisfaction is what really sets us apart as the gold standard in providing the best services.

The team we have constructed can help in many different areas.  Perhaps you have a special project that need a high level of digital expertise -whether that is in developing content, building software or as we have done before – taking the idea you have and building it from an initial visualization to launching it.  We have the talent to build all the elements in between.  So, a big part of what we do is analyze your touch points, evolve your brands and take advantage of “big idea” thinking.

We support our clients with digital strategy and innovation driven by data, web design, digital marketing, social media branding and video production…all guided by an overarching strategy.  We use an integrated and flexible approach, utilizing the diverse skill sets across our team, and we dedicate ourselves to constantly improving results. Thanks to our focused approach we design digital experiences that meet the demands of your clients and customers.

Please call us or shoot us an email.  We are happy to talk your opportunity and how to make it huge success.