Cynthia Johnson

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To better engage with your customers, you’ll need to think like them first. As companies begin reflecting on the past year and planning for the next one, they’re likely setting goals for the new year and the steps they need to take in order to better their company and their bottom line. For many companies, that means working on customer communication and engagement. As the way companies treat their customers can have a huge impact on overall customer interest and loyalty to a brand, ensuring helpful, consistent communication and regular engagement is critical to increasing sales. But improving your communication with customers isn’t as easy as just answering their questions. Here, the business leaders of Rolling Stone Culture Council share nine tips for improving your customer communication and engagement in 2024 and why doing so can help you start your year off on a positive note.

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If you want more customers, you have to ensure they feel represented in your marketing first. No matter whether they’re marketing a product or a service, companies have to appeal to what their audiences want. In today’s world, that means diversity. Customers like to see themselves in advertising, as it allows them to envision themselves using the particular product or service and to understand how it might benefit them specifically. But customers can’t feel represented if marketers aren’t considering diversity in the first place. While many companies have gotten on board with diversity, equity and inclusion (DEI) in their marketing, many others are still struggling to make the right changes. As business leaders in the culture space, the members of Rolling Stone Culture Council have advice to share when it comes to DEI. Here, they discuss eight ways business leaders can ensure they're being thoughtful about diversity, equity and inclusion in their marketing and why it's so important to do so.

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Without any reviews, you’ll need to pique customers’ interest in other ways. Positive reviews are essential to driving new customers to your business, as customers are more likely to buy something if they know plenty of others have tried and liked it before them. But when you're just starting out, you don't yet have any reviews to give you credibility, and this can be a major roadblock when it comes to getting your sales numbers off the ground.  So what can a new business owner do to elevate brand awareness? Below, eight business leaders from Rolling Stone Culture Council offer their best advice to new entrepreneurs on how to encourage sales with few or no reviews and get their businesses started on the right track.

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With these tips, you can enjoy the holidays and feel productive at the same time. During the holidays, both your personal and professional to-do lists can often feel never-ending. With gatherings to attend, shopping to do, projects to wrap up and tasks to try to complete before you take off on PTO, finding a way to get it all done can seem impossible. To help ease your work-life balance during the busy holiday season, it’s key to get organized at work and put systems into place to help you bring your workload down to a more manageable level. To help, 11 business leaders from Rolling Stone Culture Council each discuss one tip they'd offer business leaders for how to tackle a long list of competing priorities during this time of year and get a little more enjoyment out of the festive season.

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Succeeding in business often means turning your fears into opportunities for growth. While it’s necessary to be confident in order to run a successful business, that doesn’t mean business leaders never have feelings of self-doubt or fear. Operations may be running smoothly one day and hit a major roadblock the next. An investor could turn down your pitch, or sales could suddenly take a turn for the worse. Any of these moments would naturally cause leaders to feel anxious about their abilities, but the best leaders know how to overcome those feelings and forge ahead. At times, the business leaders of Rolling Stone Culture Council have had their own doubts and fears to contend with. Here, they share how they tackled these feelings head on and how they became better leaders for having done so.

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Making your clients feel seen can go a long way toward creating relationships that last. Even if you have the top product or service in your niche, nothing quite makes an impact on your bottom line like positive client relationships. A terrible experience with customer service, or just poor customer service in general, can often be enough to turn customers off your business for good — and ensure negative word-of-mouth spreads as they go.  Creating and maintaining positive client relationships, then, is vital to amassing a loyal, supportive group of customers. To get started, consider the following tips from the business leaders of Rolling Stone Culture Council. Here, they each share one tip they’d give any business leader for how to nurture positive client relationships and why.

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Cutting costs might mean adding smarter solutions. As the cost of doing business rises, more and more business leaders are looking for ways to save money across their operations. Whether it’s quick fixes like eliminating unused subscriptions and tech or more long-term plays like retaining loyal talent, there are seemingly limitless cost-cutting measures you can employ to give your budget a little more wiggle room. To offer up their own recommendations, the business leaders of Rolling Stone Culture Council outline the top money-saving tips that have worked for them and explain why other businesses should implement these strategies for themselves.

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Before you tackle your business alone, consider this advice first. Running a business on your own comes with an abundance of benefits — the ability to determine your own schedule, the freedom to make decisions based on your own ideas and the opportunity to work on whatever projects you find interesting. However, being a solopreneur or solo creator also means you’re the only one responsible for starting and growing your company, which can be a lot of pressure for one person to handle. As business leaders, the members of Rolling Stone Culture Council are familiar with what it takes to build a brand from the ground up. Below, they each offer up one tip for solopreneurs and creators looking to start their own brands, grow them and succeed as leaders in the culture space.

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Bettering your employees is the first step to bettering your company. Culture is ever-changing. Customer preferences and values surrounding hospitality, fashion, food, art, cannabis or any other sector of the culture space can seemingly shift at the drop of a hat — meaning those who work within those areas need to be ready to adapt just as quickly. One way business leaders can prepare their employees for such a need is to encourage them to learn and grow as professionals. With the right growth mindset, employees will be ready to tackle whatever challenge customers throw at them. But how should leaders go about it? Here, the business leaders of Rolling Stone Culture Council offer seven ways employers can encourage their employees to learn and grow in their careers, and discuss why it’s so important to do so for the betterment of themselves and the company.

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Unleash the power of simple SEO tactics. A strong online presence is paramount for small businesses seeking to thrive and stay competitive. While navigating the intricacies of search engine optimization (SEO) might seem daunting, implementing some simple yet highly effective tactics can significantly improve a small business's website visibility and search ranking. Here, Rolling Stone Culture Council members explore a handful of easy actions small businesses can take to enhance their website's SEO and attract more organic traffic. By understanding the importance of these strategies and how they positively impact search engine algorithms, small-business owners can strategically position themselves for success in the virtual realm.

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Choosing the right partner could mean skyrocketing sales for your brand. With around 72% of Gen Z and Millennials following influencers on social media, it’s difficult to deny the powerful reach influencer marketing can have on such a large portion of the consumer population. Influencers not only boast an established audience of viewers, but they also possess a unique, loyal and trusting relationship with their audience members — something a brand may have difficulty achieving on its own. Naturally, more and more brands are looking to partner with influencers to help sell and promote their products; however, doing so shouldn’t be an impulse decision. Before partnering with an influencer, you’ll want to consider the following seven factors as outlined by the business leaders of Rolling Stone Culture Council. By following their recommendations and building out a well-planned strategy for your influencer marketing campaign, you could generate not only more sales but an audience of loyal customers as well.

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Leverage the power of social commerce by directly promoting and selling your products through your social media profiles. Social commerce has emerged as a groundbreaking phenomenon that promises to shape the future of online shopping. With an increasing number of consumers making purchases directly from their favorite social media platforms, businesses have a unique opportunity to tap into this growing trend. However, venturing into the realm of social commerce requires careful consideration and strategic planning. Here, the business leaders of Rolling Stone Culture Council explore valuable advice for brands seeking to harness the power of social commerce and effectively promote their products on popular social media sites.

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When it comes to promoting your business, a well-crafted pitch can make all the difference. In the competitive landscape of public relations, understanding how to develop a good pitch for your business is essential. From telling a compelling story to leveraging effective data and statistics, the content and delivery of your pitch could help your company stand out from the countless other pitches members of the media receive every day. Below, 12 Rolling Stone Culture Council members delve into the crucial points you should keep in mind when working on public relations for your business. Here's why these elements are fundamental in capturing the interest and attention of both journalists and your target audience.

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Leadership can be stressful, but these simple practices can help business leaders better manage their mental health.  Leading a company can be an exhilarating and fulfilling experience, but it also comes with its fair share of challenges and pressures. When you’re a business leader, maintaining good mental health is crucial for both personal well-being and effective decision-making.  To that end, 17 Rolling Stone Culture Council members explore some proven strategies business leaders can employ to manage their mental health amid the challenging demands of their roles. From regular exercise to setting boundaries to seeking support and fostering a positive work culture, these strategies can encourage a healthier and more resilient approach to leadership.

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Digital marketing is changing constantly, but experts believe these shifts could have a major impact on campaign effectiveness. As a marketing leader, your primary goal is to ensure your campaigns connect with the intended target market. This task is easier said than done in a world of shrinking consumer attention spans and competing digital communication channels. However, modern marketing is ever-evolving, and certain changes in trends and tools could make a big difference for marketers who want to improve their reach and see more results. Below, nine Rolling Stone Culture Council members explore some key shifts in the digital marketing realm that could help companies better connect with their audiences.

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Customer engagement is key to the success of any marketing campaign. Discover how to drum up excitement and participation in your next initiative. From social media giveaways to local in-store contests, businesses have found innovative ways to spark customer engagement around their marketing initiatives. Regardless of what specific approach is used, it's crucial for businesses to not only capture attention but also create a sense of excitement and involvement among customers. However, leaders may not always be sure of the best way to drive that engagement. To help entrepreneurs and business leaders looking to drum up engagement around a specific marketing initiative, 13 members of Rolling Stone Culture Council shared their expert insights. Read on to discover their best strategies for increasing customer engagement and why they're effective in driving success.

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This generation is looking to support businesses that value ethics and authenticity. Gen Z, the generation born between 1997 and 2012, has become a highly sought-after demographic for marketers due to their significant purchasing power and influence. However, effectively targeting this generation requires a different approach than previous generations, and there are some common mistakes that companies are making. Below, Rolling Stone Culture Council members share what companies should avoid when marketing to Gen Z and why these practices can come across as inauthentic. By understanding these mistakes, companies can create more effective marketing strategies that resonate with this influential demographic.

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Companies must strive to be flexible and adaptable to remain relevant and competitive. Consumer and cultural interests have undergone significant shifts over the years, influencing businesses in various ways. Remaining agile and responsive to changing consumer and cultural interests is essential for businesses that want to succeed in today's dynamic marketplace, as a failure to do so could result in missed opportunities and diminished customer trust. Below, a panel of Rolling Stone Culture Council members share nine tips for how your business can stay on top of changing consumer and cultural interests and the impact they have on the overall business climate.

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With so much noise on social media, a strong and well-planned strategy is the key to standing out. Social media has revolutionized the way businesses interact with their customers and followers. Nowadays, it's not just about selling products or services, but also about building relationships and establishing trust with your audience. This is where an effective social media plan comes in. By implementing the right strategies, businesses can engage with their customers and followers on a deeper level, which can lead to increased brand loyalty and advocacy. Below, 10 members of Rolling Stone Culture Council share the different social media strategies any business can use to build better relationships with their customers and why they are so effective at doing so.

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Being confident in who you are can go a long way toward ensuring your success. While the number of female CEOs in the U.S.—around one third of all chief executive officers—still pales in comparison to the number of male CEOs, entrepreneurship provides a great opportunity for women to get their start at the top. However, leading a business still presents challenges, especially in male-dominated industries.  To help shed some light on these obstacles—and how to overcome them—12 members of Rolling Stone Culture Council  each share one piece of advice they'd give fellow female entrepreneurs or aspiring business owners for how to be successful in business and why.

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Silos can often hamper collaboration, but with the right strategies, you can start working together more effectively. In today's fast-paced and competitive work environment, collaboration has become an essential skill for teams to succeed. While individual focus time is crucial, many projects require a diverse range of perspectives and skill sets to come to fruition. However, breaking down the silos that exist between team members and departments and often hinder this success can be challenging. Leaders must create an environment that fosters collaboration by encouraging open communication, promoting cross-functional teams and implementing collaborative tools and practices. To help you do this, a panel of Rolling Stone Culture Council members explain how leaders and their teams can break down silos and become better collaborators.

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At a time when most businesses are in "survival mode," it can pay to be the one that's taking risks and innovating. Running a business in the middle of a lingering pandemic, rising costs and the threat of a recession can be a daunting task for any leader. With survival as the top priority, the idea of experimenting and breaking the mold can seem like a luxury that cannot be afforded. However, businesses that want to stay relevant and competitive must continue to innovate and explore new ideas. Below, 10 Rolling Stone Culture Council members discuss some practical ways that leaders can continue to experiment and break the mold while still keeping their businesses afloat during uncertain times. By implementing these strategies, businesses can not only survive but also thrive in the face of adversity.

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Business inspiration can come from any number of places, and sometimes it's the last place you'd expect. When seeking inspiration, there are countless places you can turn to explore diverse perspectives and innovative ideas. For example, books, conferences or podcasts that cover topics both within and outside of your industry can provide fresh insights that can be applied to your own business challenges. Whether they're in a "rut" or just looking for new ideas to enhance their workflows, it's important for business leaders to find reliable sources of inspiration to guide them. Below, a panel of Rolling Stone Culture Council members explain where they turn to for help with creative problem-solving or creating new products in their businesses and how other leaders can follow suit.

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A true commitment to DEI requires more than hiring a diverse group of workers.  In recent years, many companies have made public commitments to diversity, equity and inclusion (DEI) in the workplace. They've taken stock of their workforce, revamped their recruiting and hiring practices and worked to ensure their employees represent a wide range of backgrounds and life experiences. While making diverse hires is a good first step, that alone is not enough to show your workforce and the public that diversity, equity and inclusion are embedded in your company's values. Follow the advice of these Rolling Stone Culture Council members to ensure you are putting DEI into practice in every facet of your company culture and operations.

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Getting noticed in the increasingly crowded social media realm can be challenging, but there are a few effective strategies that can help. Social media is saturated with accounts for businesses and individuals alike, making it hard to get noticed. However, discoverability plays a large role in driving sales and attracting new customers. Though the task may seem daunting, an overhaul of your team's content creation may be necessary to expand your reach, whether this means shifting strategies or focusing on specific projects. To help, a group of Rolling Stone Culture Council experts share their best tips for businesses looking to boost discoverability on social media in 2023.

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With so many different people in any given industry, it's helpful to know how to identify the right individuals to network with. When you’re a business leader, connections that are made while networking can open doors to new opportunities and future collaborations. But knowing who to connect with and how to do so naturally can be a challenge, especially with so many potential ways to find and contact other professionals in your industry. To help you, a panel of Rolling Stone Culture Council experts share their top recommended strategies for how to find the right people to network with. Follow their advice so you can strategically make the right connections to help your business succeed.

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Being deliberate and strategic about your content marketing efforts will yield far better results than a series of unrelated posts. Using social media or a blog to promote your brand isn't as simple as posting for the sake of it. Having a solid content strategy takes the guesswork out of what to publish and ensures that the content will resonate with your audience. Successful content strategies should consider the needs and demographics of your audience, the mission of your business, the purpose of publishing the content and more. Here, a panel of Rolling Stone Culture Council members share their No. 1 tips for creating an effective content strategy for your brand and why these tips work so well.

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What is co-creation?

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The popular social media platform offers a unique opportunity for marketers. With over a billion monthly active users worldwide, it’s no surprise why TikTok would be such an appealing platform for businesses looking to get in front of as many eyes as possible. However, expanding an audience isn’t as straightforward and simple as creating a TikTok account and posting a video. In order to leverage the platform to its best advantage, marketers need to post with purpose. To help get you started, the business leaders of Rolling Stone Culture Council share the ways they’ve seen brands leverage TikTok for marketing and explain why those methods are so clever and effective.

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Not every influencer is a good fit for every company — and vice versa. Like with any business partnership, an influencer partnership must start with a solid foundation. Relying too much on transactional details may leave your business with a partner it can’t trust, whereas looking at the person as a whole may help you build a better relationship and save you from potential disaster down the line. If you’re unsure about your influencer partnership, consider this advice from the leaders of Rolling Stone Culture Council. Below, they list signs that an influencer partnership might not be working out as you hoped and offer tips on what you should do if you spot them.

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Ensuring your employees are fulfilled in their work pays off in more ways than one. In their efforts to retain their employees, many companies are becoming more and more open to “talent mobility” — or letting employees completely change positions or departments in their company. This can have many benefits, such as increased fulfillment and job satisfaction for employees and higher rates of productivity and lower turnover for companies. But moving employees around the company can quickly turn into a complex mess if you don’t have the right plan in place first. To help, 10 members of Rolling Stone Culture Council offer their tips for ensuring this process goes smoothly and is a successful endeavor for all parties involved.

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The best advice often comes from those who have walked the same path. New businesses are opening all the time, often by first-time entrepreneurs. And while thorough research, planning and thoughtful decision-making can give you a good start in your entrepreneurial journey, nothing can prepare you for the true journey that lies ahead.  With business experience comes a great deal of wisdom, and those who have been in business for any length of time can tell you that learning always comes before success. So, to help get the next generation of business leaders set on the right path, the members of Rolling Stone Culture Council consider their own unique perspectives and share their best advice for those just starting out.