is an entrepreneur,
writer, founder of
and a mortgage
banker. She is also
a Costco member.
hether you’re a business owner, solopre-
neur or marketer, one thing is a given:
While print, radio and TV are still aware-
ness drivers, the internet and social
media have put consumers in the driver’s seat.
Searching online is the main way people find out
about individuals and businesses. Websites, blogs,
videos and livestreaming share opinions, news,
industry trends, advice and resources. When looking
for the latest information on any topic, ;; to ;; percent of us are using Google. Millions of us are checking into our Facebook and Twitter feeds to discover
trending topics, articles and recommendations.
This can leave small-business owners over-
whelmed by the options available to promote their
products or services. Which ones are worthwhile?
What are the new rules of selling to an increasingly
sophisticated, time-stressed consumer?
Here are tips from experts to help you create an
Enhance your personal brand
According to Karen Yankovich, a corporate
trainer, LinkedIn evangelist and digital communica-
tions speaker, the new rules of selling start with a
strategy to achieve increased visibility that directly
grows your profits. She explains, “In the digital world
we live in, when you have a strong personal brand,
you immediately elevate your business brand.”
Yankovich, a Costco member, recommends:
• Proactively share exactly what you want people
to know about you, so you control your story.
The online arena