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A company founder’s death is an emotional and financial blow. Sales often plummet and jobs are cut.

A founder’s death can impact workers’ overall performance because the founder likely played an outsized role in holding the company together.

Creating a succession plan can help a business continue operations and eventually thrive following a founder’s death.

This article is for business owners interested in exploring the effects of a business founder’s death – and taking steps to mitigate the damage. 

The untimely death of a business owner or founder can leave a company in shambles. Organizations of any size and stage may struggle without their owner’s leadership. Without a succession plan, inner turmoil among associates could complicate operations. Additionally, the business could suffer brand image and customer response issues, especially if the brand was closely associated with its founder. 

We’ll examine what happens when a founder dies and explore ways entrepreneurs and small business owners can ensure business continuity if the unthinkable happens. 

What happens when a company founder dies?

Businesses suffer long-lasting and significant negative impacts following a founder’s death. Sales figures often flounder, and there may be layoffs as the organization struggles to stay afloat. 

Additionally, depending on the business’s legal structure, state regulations determine how quickly crucial decisions must be made, such as selling the business or ceasing operations. Amid this turmoil, the business must continue to pay employees and vendors and fulfill other contractual obligations. 

Continuing operations can be challenging even for successful businesses. An often-cited study published in 2013 found that the death of a founder in the first decade of a company’s existence has a profoundly negative effect on even well-run businesses. (While this research isn’t new, its findings likely remain relevant today since founders remain central to any organization’s early years.) 

According to the study, a founding entrepreneur’s death wipes out, on average, 60% of a firm’s sales and cuts jobs by roughly 17%. Also, these companies have a 20% lower survival rate two years after the founder’s death compared to similar firms where the entrepreneur is still alive.

Did You Know?

When a sole proprietor passes away, the sole proprietorship ceases to operate, and all holdings become part of the owner’s estate. In contrast, LLCs must have stipulations about what happens if an owner dies.

What happens if there’s no succession plan?

Ideally, a succession plan will dictate the next steps after a founder dies. However, creating a succession plan is not typically a high-priority issue for startups. Even longer-term businesses may put off succession planning because a founder’s death seems unlikely and other pressing issues seem more crucial. 

However, not having a succession plan can throw a business into chaos with challenges like the following: 

Power struggles: Without a succession plan, companies will likely see power struggles for senior roles – especially if the business is doing well or shows promise. Additionally, if the business fills an urgent role with a hasty bad hire, the chaos is compounded.

Loss of direction: Succession fights and related challenges can distract from a company’s direction, halting growth and putting business goals on hold. 

Employee loss: The chaos of a business thrust into succession challenges can cause valued employees to jump ship and put off talented potential new hires.

Loss of the founder’s knowledge: A founder likely has intimate knowledge of the business, its operations and its customers. When they’re unexpectedly taken away without documentation, that knowledge is lost and those relationships may never recover. 

Customer turmoil: If employees leave or must take on additional duties, customer service could suffer, leaving the business vulnerable to clients jumping ship. 


A founder’s death is just one of the eventualities – including physical and virtual disasters –  that can be included in a company’s disaster recovery plan.

How to keep a business strong after a founder dies

A succession plan and business continuity planning are essential for keeping a business strong after a founder dies. Also called exit planning, this process involves plotting how an organization will continue after an owner’s retirement or death. Exit planning aims to help a business thrive without the founder’s direct involvement. 

With exit planning, founders gain the peace of mind of knowing they’ve done everything possible to keep their company strong and their families protected. They know their values and vision will survive. 

While exit planning may sound morbid, companies could end up in disarray without a strategy in place. For instance, if you’re the only person authorized to sign contracts and agreements, what would happen if you died unexpectedly without appointing anyone to handle these tasks legally? 

Here are four things founders and their companies may want to consider to prepare for the worst.

1. Founders should consider life insurance to protect their businesses.

Various types of business insurance provide a safety net for companies. For example, founders can make their companies the beneficiaries of life insurance policies. Among other things, the payment can help with the cash flow dip likely to follow a founder’s death.

Additionally, key person insurance can help replace lost revenue if a founder or critical executive passes away. The business would pay the premium during the key person’s life and then be eligible to collect a benefit after they die. This payment may be essential to continuing business operations.

2. Build something of intrinsic value to help a business survive.

If a business is to survive a founder’s death, it must have intrinsic value beyond what they brought. The business’s mission statement and vision statement will guide its value, and its purpose will further shape its legacy. 

If a founder wants their business to outlast them, they must create something worthy that others are motivated to own and continue. Businesses where founders deliver value through very specific expertise are often challenging to sell.  

3. Include relevant provisions in key documents.

Businesses may have foundational documents like articles of incorporation and operating agreements or business partnership agreements that clarify a succession plan. These documents make it much easier to move forward in an orderly manner. Some nonfamily businesses may include a provision that a founder’s death will trigger a sale of their stake. 

Apple is an example of a company that set a clear succession path that eliminated uncertainty and confusion. When Steve Jobs was dying, he named Tim Cook head of the company he founded. This decision made clear to the company and the world how Jobs saw Apple in the future. Jobs’ decision to choose his successor almost certainly helped the company move forward beyond its iconic founder.

While a massive corporation like Apple is very different from a small business, clearly documenting succession plan provisions can eliminate the chaos and uncertainty of an owner unexpectedly dying.

4. Founders should take steps to ensure their families are cared for.

When founders die unexpectedly, it almost inevitably plunges their business into crisis. It does the same thing to their families. When founders take steps to ensure their family is taken care of, it helps give the people around them the time and ability to support the business. This rule is especially true when the founder’s family is involved in running the business. 


Exit planning is also crucial for a founder’s retirement. Small business owners can prepare for retirement by saving for retirement, developing a succession plan and building a support team with expert knowledge of investments and tax law.

The aftershocks of a founder’s death can be mitigated

Starting a business takes a leap of faith and an undauntable personality that can withstand the inevitable challenges and pitfalls of entrepreneurship. While it’s uncomfortable to think about their own demise, founders must be pragmatic and address the ultimate protection of their business and family. 

A founder’s unexpected death will almost certainly have negative consequences for a company. However, if the business establishes a succession plan and takes other prudent steps, it can cushion the impact. Without a clear plan, recovery will likely take years, if it’s possible at all. 

Alex Halperin contributed to the reporting and writing in this article. 

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Sometimes You Die: A Side

What would a game look like if you took all of the glitz and glamor out of it – if there were no coins to collect, and no points to earn? What if, in order to progress, you had to kill your character, ruining a “perfect game”?

Sometimes You Die both asks and answers those questions, as well as a few others. It is striped down in looks, but extraordinary in execution. If you think you’ve beaten the game, think again…


The first quarter of the game is made up of a gray scale color scheme with a refreshing, bright red background on one screen whenever you reach a new level. Later levels add some brightness to the background, but keep the foreground shadowed in black

Your character is a small, black cube with an arrow on it. The arrow points in the direction that you are moving. The platforms and walls will oftentimes be covered in spikes that will kill you with one touch. There are also rotating circular saws that move around, killing on contact.

In the background of the first 16 levels, are a series of words strung together nonsensically. However, a few of the words are highlighted, creating a sentance. These sentences ask the player to think about the life and death of their character and the point of playing games. What is it all for? Would you still play a game that had no score, no achievements, and no real end?

The answer for me is a resounding “yes.”


In an attempt to be a vague as possible, I want to describe the gameplay without revealing some of the more important secrets. It’s not like The Room where someone tells you how to find the hidden key in the table’s leg. The secrets are discovered through gameplay. You just can’t give up hope when you think all is lost.

Players control a small black cube by holding down a left or right arrow on the left side of the screen. To jump, tap the lower right side of the screen. That’s all there is to the movement. Sort of.

The overall mechanics of the game are typical of platform games. Jump from one spot to another, run past moving obstacles, and try to get to the other side. What makes this game different is that, well, sometimes you die. Sometimes you have to die in order to get across to the other side.

For example, on one level (this isn’t giving away any cool secrets), there is no way to get from one side of the room to the next because the floor is covered in spikes. So, close your eyes, trust your instincts, and die. Your cube will respawn with the dead on still in place. Commit “pixelicide” over and over until you’ve made a pathway with your dead cubes (sounds gruesome when I put it that way) and simply move to the other side.

Killing cubes becomes almost a fun way to quickly get through levels that seem particularly difficult. If I came across some spikey walls and spinning saws, I’d litter the ground with my dead cubes as I created a protection against the obstacles.

As the levels progress, the in-game omnipotent being (the beginning is narrated by a thought-provoking computer voice that seems to be “creating” the levels for you) would get more ruthless with his puzzles. He will “change the rules,” or mislead you.

There is one level that I got stuck on for a while, thinking that this was some weird version of the end of the game. I don’t want to give too much away, but if you think there is no way to beat a level, there is a way around. Think outside the box (or cube).

Again, I don’t want to spoil the surprise, but I have to say that, after getting through the first two sections of the game, the world really opened up. Levels become so difficult to figure out that you think there is no solution and you are stuck, falling to your death repeatedly. Then, suddenly you find yourself in a new place with more challenges. The game seems to keep going on and on with new levels to discover. I know there is an end, but it is going to take me a long time to find it.

The Good

I’ve barely made it through the first third of the game, but it is so interesting that it took me a while to actually put my iPad down and write this review.

The first two sections of the game ask the player to think about the point of gaming in such a way that doesn’t treat casual games like junk, but reminds you that playing isn’t about scoring points or earning achievements. It is about having fun and challenging your skills. It takes all of the traditional rules of video game play and throws them out the window. What now?

The Bad

Absolutely nothing.


Sometimes You Die costs $1.99. The game is filled with 70 levels of killer (literally) platform action. The replay value is through the roof. Once you make it through the first section, you get to try it all over again with new secrets unlocked.


This game really defies logic. I can say it is perfect for fans of platform games, but it is also perfect for fans of atmospheric games. It is also great for gamers who like artistic and thought-provoking cerebral content. It really stands out in the crowd of glossy, colorful, cartoony platformers. This game is available on the iPhone, iPad, and iPod touch. Download it in the App Store today.

Related Apps

Although the game mechanics are different, this game made me think of continue?9876543210, mostly because it also makes you think about the mortality of video game characters.

Twitter Hacks, Die Sie Vielleicht Noch Nicht Kennen

Twitter verfügt über zahlreiche Funktionen, mit denen Sie Ihre Kapazitäten punktgenau einsetzen können. Wir haben einige Twitter Hacks zusammengetragen.

Auf Twitter bedeutet ein guter Kundenservice bares Geld. Das Kurznachrichten-Netzwerk ist für Social Media-Vermarkter nach wie vor eine gute Investition. Laut einer neuen Twitter-Studie würden 20 Prozent der Kunden mehr als den Durchschnittspreis für ein Produkt ausgeben, wenn ein Unternehmen auf einen Kunden-Tweet antwortet. Und je schneller die Antwort erfolgt, umso höher steigt das Umsatzpotenzial für das Unternehmen. Auch als Kommunikationskanal für Firmen und Behörden bringt sich der Zwitscher-Dienst in Position. Gute Gründe, um die umfangreichen Funktionen von Twitter näher unter die Lupe zu nehmen.

Mit 313 Millionen aktiven Nutzer pro Monat zählt Twitter zu den größten sozialen Netzwerken. Die Zahl der potenziell sinnvollen Kontakte ist enorm. Doch mehr als 500 Millionen Tweets pro Tag haben auch ihre Nachteile. Es ist schwierig, bei relevanten Themen auf dem Laufenden zu bleiben, für die Sichtbarkeit Ihrer Tweets zu sorgen und die in Twitter investierte Zeit bestmöglich zu nutzen.

Erfreulicherweise verfügt Twitter über zahlreiche Funktionen, mit der Sie Ihre Kapazitäten punktgenau einsetzen können. Wir haben 21 Tipps und Tricks für Ihre Twitter-Strategie zusammengestellt. Einige der weniger bekannten Funktionen können enorm hilfreich sein. Aber dafür müssen Sie erst einmal wissen, dass es sie gibt.


Allgemeine Tipps und Tricks für Twitter

Tipps und Tricks für die Twitter-Suche

Ein Tipp für Ihr Twitter Profil

Tipps und Tricks für Twitter Listen

Tipps und Tricks für Rich Media auf Twitter

Allgemeine Tipps und Tricks für Twitter 1. Emojis vom Desktop hinzufügen

Auch wenn Ihnen mittlerweile 280 Zeichen zur Verfügung stehen, sind platzsparende Emojis praktisch. Über Ihr Smartphone geht das ganz einfach. Auf dem Desktop kann es hingegen ziemlich mühsam werden. Mac-Nutzer haben Glück: Das Emoji-Verzeichnis lässt sich mit einem Shortcut auf der Tastatur öffnen.

Bild: Twitter

So funktioniert’s:

Positionieren Sie Ihren Cursor in einem Eingabefeld

Drücken Sie gleichzeitig Steuerung (Strg), Befehls– und Leertaste (Command, Space)

2. Tricksen Sie die Zeichen Beschränkung mit einem Screenshot aus

Manchmal sind auch 280 Zeichen einfach nicht genug. Mit Hilfe der Text-App auf Ihrem Smartphone oder eines Textverarbeitungsprogramms am Desktop können Sie diese Beschränkung aber austricksen. Schreiben Sie die Nachricht einfach in diesen Programmen, machen Sie einen Screenshot und twittern Sie diesen. Diese Methode ist recht nützlich, wenn Sie ab und zu etwas Längeres loswerden wollen. Übertreiben Sie es aber nicht.

So funktioniert’s:

Öffnen Sie App oder Programm für die Textverarbeitung.

Schreiben Sie Ihre Nachricht.

Machen Sie einen Screenshot von der Nachricht.

Erstellen Sie einen neuen Tweet und tippen Sie auf den Kamera-Button.

Fügen Sie Ihren Screenshot als Bild in den Tweet ein, und texten Sie eine Erklärung dazu.

3. Finden Sie mit Twitter Analytics den optimalen Zeitpunkt, um mehr Follower zu erreichen

Die Halbwertszeit eines Tweets beträgt nur 24 Minuten. In unter drei Stunden hat ein Tweet bereits 75 Prozent des möglichen Engagements erhalten. Um möglichst viele (potenzielle) Follower und größtmögliches Engagement zu erreichen, sollten Sie also zum richtigen Zeitpunkt twittern.

12:00, 17:00 und 18:00 Uhr sind laut Umfrageergebnissen grundsätzlich die besten Zeitpunkte zum Tweeten. Nehmen Sie das als Basis für Ihre individuelle Strategie. Twittern Sie anfangs zu diesen Zeiten. Anschließend passen Sie Ihren Zeitplan anhand der Engagement-Raten von Twitter Analytics an. Haben Sie den oder die optimalen Zeitpunkte zum Twittern einmal gefunden, können Sie Ihre Tweets mit Hootsuite vorausplanen.

Einen Tweet mit Hootsuite vorausplanen

Legen Sie Datum und Uhrzeit fest

Optional erhalten Sie ein E-Mail, sobald Ihr Tweet gesendet wurde. Haken Sie dazu die Checkbox an.

Wählen Sie aus den verfügbaren Profilen links neben dem Verfassen-Feld Ihren Twitter-Account

4. Siri (oder andere Smartphone-Assistenten) an Ihrer Stelle twittern lassen

Die Inspiration überfällt einen manchmal ganz plötzlich: etwa bei einem Spaziergang oder während einer Autofahrt. Dann sollten Sie natürlich keinen Tweet in Ihr Smartphone tippen. Stattdessen erledigt Ihr Smartphone-Assistent das für Sie – und Ihre Hände bleiben frei.

So funktioniert’s mit iOS:

Aktivieren Sie Siri (sagen Sie „Hallo Siri“ oder drücken Sie länger auf den Home-Button)

Diktieren Sie den Text Ihres Tweets

Bestätigen Sie das Absenden

So funktioniert’s mit Android:

Aktivieren Sie Google Now (Sagen Sie “OK Google”)

Sagen Sie „Auf Twitter posten“

Diktieren Sie den Text Ihres Tweets

5. Twitter Tastatur-Shortcuts nutzen

Sie nutzen Twitter über einen Desktop? Wussten Sie, dass sich auf Ihrer Tastatur ein paar ausgesprochen praktische Shortcuts verstecken? Mit nur einem Tastendruck können Sie neue Tweets erstellen, Fotos vergrößern und noch viel mehr. Ganz ohne Maus!

Bild: Twitter

So funktioniert’s:

Positionieren Sie den Mauszeiger auf einem beliebigen Twitter-Profilhintergrund. Mit der Tastenkombination „Umschalttaste (Shift)“ + ?“ wird Ihnen die Liste mit den Shortcuts angezeigt (Sie finden die Shortcuts auch im Screenshot oben)

Nutzen Sie die verschiedenen Tastenkombinationen, und erledigen Sie Ihre Twitter-Aufgaben damit noch schneller

6. Tweets mit Hootsuite vorausplanen

OK, wir sind vielleicht ein klein wenig voreingenommen. Trotzdem ist das Vorausplanen von Tweets einer unserer liebsten Twitter-Tipps. Mehrmals täglich Ihre Arbeit zu unterbrechen, sich bei Twitter einzuloggen und einen Tweet zu verfassen, ist einfach nicht effektiv. Es ist wesentlich sinnvoller, alle Tweets in einem dafür reservierten Zeitfenster zu erstellen und den Veröffentlichungszeitpunkt vorauszuplanen.

So funktioniert’s:

Geben Sie Ihre Nachricht ein und fügen Sie eventuelle Fotos oder Links hinzu

Wählen Sie einen Account aus Ihrer Profil-Liste

Wählen Sie das gewünschte Datum im Kalender

Legen Sie eine Uhrzeit für die Veröffentlichung fest

Erfahren Sie bei einem kostenlosen Social Media Training unserer Hootsuite Academy, wie Sie noch mehr von Hootsuite profitieren.

7. Tweets in eine Website oder einen Blog einbetten

Mit dem automatisch erzeugten Einbettungscode von Twitter können Sie Ihre Tweets (oder die anderer Personen) online teilen.

— Hootsuite (@hootsuite) September 22, 2023

So funktioniert’s:

Finden Sie den gewünschten Tweet

Wählen Sie „Tweet einbetten“

Kopieren Sie den angezeigten Code, und übertragen Sie ihn in ein beliebiges HTML-Dokument (in WordPress fügen Sie den Code in der „Text“-Ansicht ein, um den Tweet im Beitrag anzuzeigen)

Bonus-Hack: Sie können mit Timelines einbetten auch mehrere Tweets von einem oder mehreren Accounts einbetten.

Tweets by hootsuite

8. Einen gesponserten Tweet an eine bestimmte Zielgruppe senden (ausgenommen Ihre Follower)

Wer sein Twitter-Anzeigenbudget effizient einsetzen will, muss die passende Zielgruppe ansprechen. Das wissen Sie sicher. Die Möglichkeit, einen gesponserten Tweet vor Ihren Followern zu verbergen, kennen Sie vielleicht noch nicht. Wenn Sie Ihre Follower ausnehmen, können Sie die Ads ganz auf die neue Zielgruppe zuschneiden. Sie können Botschaften vermitteln, die für Ihre vorhandenen Follower offensichtlich – oder sogar lästig – sind. Oder Sie erstellen ein spezielles Angebot für Leute, die noch nie von Ihrer Marke gehört haben.

So funktioniert’s:

Entfernen Sie den Haken bei „Follower inkludieren“

9. Einen Tweet oben im Profil anheften

Einer Ihrer Tweets ist überdurchschnittlich erfolgreich? Sie haben wichtige Informationen für Besucher Ihres Twitter-Profils? Pinnen Sie solche Tweets an, diese erscheinen dann immer ganz oben in der Timeline.

Bild: Hootsuite auf Twitter

So funktioniert’s:

Wählen Sie den Tweet, den Sie anheften wollen

Wählen Sie „Auf meiner Profil-Seite anheften“

Tipps und Tricks für die Twitter-Suche 10. Tweets mit Hyperlinks aus den Suchergebnissen entfernen

Sie suchen nach aktiven Twitter-Nutzern, um mit diesen in Kontakt zu treten? Dann wollen Sie möglicherweise keine Tweets mit Hyperlinks in den Suchergebnissen haben. Warum? Link-freie Tweets zeigen, dass sich ein Nutzer aktiv auf Twitter engagiert, statt lediglich Traffic für andere Websites zu generieren. Besonders nützlich ist diese Funktion, wenn Sie den Tweets eines Twitter-Chats oder einer Live-Veranstaltung folgen und nicht durch Links von der eigentlichen Unterhaltung abgelenkt werden wollen.

So funktioniert’s:

11. Verfeinern Sie Ihre Suche mittels Suchoperatoren

So funktioniert’s:

Suchoperatoren können auch miteinander kombiniert werden. Die komplette Liste finden Sie unter „Operatoren“ auf der Twitter-Suche-Seite.

Ein Tipp für Ihr Twitter-Profil 12. Das Twitter-Archiv Ihres Accounts anfordern

Auf Nachfrage stellt Ihnen Twitter ein komplettes Archiv Ihrer Twitter-Aktivitäten, vom ersten Tweet an, zur Verfügung.

So kommen Sie zu Ihrem Archiv:

Warten Sie – Twitter braucht ein paar Tage, um Ihre Anfrage zu bearbeiten

Entpacken Sie die .zip-Datei, und öffnen Sie „index.html“

Tipps und Tricks für Twitter Listen 13. Segmentieren sie Ihren Newsfeed mit Listen

So funktioniert’s auf Twitter:

Die Anleitung für iOs oder Android finden Sie im Twitter Hilfebereich.

Geben Sie Ihrer Liste einen Namen, und fügen Sie eine kurze Beschreibung hinzu. Legen Sie fest, ob es sich um eine private (nur für Sie sichtbare) oder öffentliche (für alle abonnierbare) Liste handelt

So funktioniert’s mit Hootsuite:

Wählen Sie Twitter aus der Liste der sozialen Netzwerke links

Wählen Sie das gewünschte Twitter-Profil

Haken Sie den „Neue Liste erstellen“-Blase an

Geben Sie Namen und eventuelle Beschreibung der Liste ein

Legen Sie fest, ob die Liste privat oder öffentlich sein soll

Erfahren Sie in den kostenlosen Social Media-Schulungen unserer Hootsuite Academy, wie Sie noch mehr von Hootsuite profitieren.

14. Behalten Sie Ihre Konkurrenten im Auge, ohne ihnen zu folgen

So funktioniert’s:

Folgen Sie der Anleitung aus Tipp #15

Wählen Sie für die Sichtbarkeit Ihrer Liste „Privat“

15. Finden Sie heraus, auf wessen Listen Sie stehen

Auf welchen Listen Sie stehen, sagt eine Menge darüber, wie Ihr Account wahrgenommen wird. Außerdem finden Sie dadurch neue Kontakte zu potenziellen Followern.

So funktioniert’s:

Achtung: Dieser Tipp funktioniert nur, wenn Sie Twitter über die iOS-App oder die Weboberfläche nutzen. Mit der Android-App funktioniert das leider nicht.

Gehen Sie zum Listen-Tab auf Ihrer Profil-Seite

16. Abonnieren Sie öffentliche Listen anderer Nutzer

Sind Sie auf der Suche nach relevanten Personen, denen Sie folgen können? Sie suchen nach Unternehmen, die Sie in Ihre Listen aufnehmen wollen, um Informationen über die Konkurrenz zu sammeln? Falls jemand anders schon einen Teil der Arbeit erledigt und eine Liste mit relevanten Accounts erstellt hat, wollen Sie das wahrscheinlich wissen. Ein guter Ausgangspunkt sind die öffentlichen Listen von Branchen-Influencern oder Ihren größten Konkurrenten. Interessante Listen können Sie einfach abonnieren und brauchen sie nicht in Ihren Account zu kopieren.

So funktioniert’s:

Gehen Sie auf die Profil-Seite eines Branchen-Influencers

17. Listen suchen

Sie wollen sich eingehender mit Listen beschäftigen und nicht nur die Listen der Ihnen ohnehin bekannten Influencer sehen? Innerhalb von Twitter gibt es leider keine Suchmöglichkeiten für Listen. Aber es gibt ja auch noch Google. Finden Sie passende Twitter Listen mit der Google-Suche, indem Sie Suchoperatoren verwende. Diese funktionieren hier genauso wie in der Twitter-Suche.

Bild: Google

So funktioniert’s:

Tipps und Tricks für Rich Media auf Twitter 18. Laden Sie bis zu vier Bilder pro Tweet hoch

Für Twitter gelten Bilder nicht länger als Zeichen. Das heißt, Sie können ein Foto zu Ihrem Tweet hinzufügen, ohne eines der Zeichen Ihres Tweets zu vergeuden. Sie müssen sich auch nicht mit einem Bild zufrieden geben – Sie können bis zu vier Bilder in einen Tweet einfügen (ausgenommen animierte GIFs, hier ist weiter nur eines pro Tweet möglich). Selbstverständlich werden Sie nicht zu jedem Tweet mehrere Bilder hinzufügen, das wäre zu viel des Guten. Aber für Tweets von einer Veranstaltung, einem bestimmten Ort, einem Produkt-Launch oder Ähnlichem ist das eine ausgezeichnete Variante.

So funktioniert’s:

Wählen Sie bis zu vier Bilder aus

19. Versehen Sie Tweet-Bilder mit Stickern

Ähnlich wie auf Snapchat können Sie auch auf Twitter Sticker für Ihre Bilder verwenden. Damit sorgen Sie für das gewisse individuelle Etwas.

So funktioniert’s:

Achtung: Sticker funktionieren nur über iOS- oder Android-App. Über die Twitter-Weboberfläche funktioniert das leider nicht.

Wählen Sie das gewünschte Bild

Tippen Sie auf das Sticker-Symbol (ein kleiner Smiley)

Wählen Sie einen Sticker, halten Sie ihn gedrückt und ziehen ihn an die passende Stelle des Fotos

Durch drehen und zusammen- oder auseinanderziehen mit zwei Fingern können Sie den Sticker individuell anpassen

— Twitter (@Twitter) June 27, 2023

Unsere Liste mit Twitter Hacks wird mit Sicherheit weiter wachsen. Schließlich werden auch die Marketingexperten immer kreativer im Umgang mit diesem sozialen Netzwerk.

Sparen Sie Zeit, und managen Sie Ihre Twitter Präsenz mit Hootsuite. Planen Sie Tweets voraus, teilen Sie Videos, interagieren Sie mit Followern, und messen Sie die Ergebnisse. Jetzt kostenlos testen!

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7 Ways Businesses Benefit From Blogging

Want to grow your website traffic consistently, attract new customers, build loyalty with current customers, and become a brand leader in your space?

Discover the power of a blog.

The benefits are endless.

But be warned: you can’t be lazy or promotional.

The goal is to continually add value by publishing informative, well-written articles created with strategy and customer engagement in mind.

Blogging helps:

Grow online traffic.

Nurture and convert customers.

Keep current customers engaged.

Differentiate you from other similar businesses.

Grow demand and interest in your products or services.

The beautiful thing about a blog?

They provide benefits long after publishing.

This is where more outweighs less; the more blogs you create, the more of the above benefits you’ll receive.

That means valuable and engaging content that doesn’t just promote your services or products.

And all must be written with SEO in mind, something I covered extensively in SEO Writing: Top 47 Tips to Master a Combined Art.

Following are seven real ways a blog can help your businesses, plus some examples of companies with blogs that are boosting their businesses right now.

1. Increase Traffic to Your Site

Post frequent and consistent content that drives educational and entertainment value, and you’ll increase your website’s traffic.

Companies see significant benefits when they blog frequently compared to companies that blog infrequently or not at all.

More people on your site can only mean more potential for reservations/bookings, more submissions to your contact form, and more potential client inquiries.

Stronger website traffic is good for any kind of business – especially for visitors who discovered your content as they were searching for a solution to their problems.

Create content that speaks to your target audience’s pain points, and make sure the headlines accurately describe the content that follows.

2. Attract New Customers

Whether you’re shopping for motorcycle parts or bras, those businesses with consistent and frequent blogging will attract the most attention.

And more attention translates into more new customers (again – if the content adds value!).

Two companies stand out in this area – Roland Sands Design, which provides a fresh feel to aftermarket motorcycle parts and apparel, and Glamorise, a nearly 100-year-old plus-size bra company.

Both update their blogs frequently and provide educational and entertaining content that fuels a searcher’s needs.

How do you do research online before buying a product or service?

You probably use Google or other search engines to research just about every purchase or buying decision, whether big or small.

The more expensive the product or service, the more research is likely conducted.

You’d likely check out every review or news bits available before spending $40,000 on a Ducati V4R, but maybe about five minutes for a pair of $15 Ducati socks.

Finding informative, engaging blog content on the subject can help sway your opinion and ultimately become a factor in your purchase.

While creating a blog strategy may take some time out of your day, it’s going to be worth it.

An educational blog allows your potential customers to research a solution on their own time and contact you when they’re ready to purchase.

Here are a few examples:

A pest control company can provide information about local pests and the DIY solutions for battling these pests while keeping safety from chemicals in mind.

An apparel company can post weekly or monthly style predictions and outfit tips per season.

Remember, it’s essential to create blogs with SEO best practices in mind and be relentless about promotion across social news channels and newsletters.

Make sure every blog post inspires action of some kind or another, so include CTAs throughout.

Industry Example: Legal Blogging

If you work at a law firm, there’s no question that potential customers are looking for legal services online.

Many of them are primed to move forward as soon as they find what they’re looking for.

This example from the Joye Law Firm shows a well-designed blog with a wealth of useful information and plenty of opportunities to contact the firm.

3. Expose Your Business to the Readers Seeking Fun

Many business blogs are need-based, meaning the content provides answers to questions and connects readers to the solution.

But want-based blogs also exist, focusing more on stimulating demand for something your readers didn’t know they wanted at first (think natural relief products, food, clothing, and wellness products).

These want-based blogs are built for those who want to read at their leisure, some content to entertain them during their spare time.

This type of content is a bit more challenging to create.

The key is to make these blogs interesting and engaging enough so that people want to read them for entertainment – just for fun.

The key is to make your content interesting and engaging enough that people will want to read them for fun.

Over time, you can create a connection with your readers through the tone and content of the blog that will eventually foster brand loyalty.

Think like a lifestyle news channel, such as Esquire, Playboy, or Popular Mechanics.

Offer content that entertains, but centers around your product or services.

Here are some examples:

None of the products or services sold by the company’s above (platform for photography, cooking supplies, trendy clothes) are truly needs – but rather wants.

Because of this, their blogs are lifestyle-based and meant to create and nurture a community and show how their solutions could enhance people’s quality of life.

Industry Example: Restaurant Blogging

If you’re a restaurant owner and don’t have a blog, you’re missing out on a huge opportunity.

The hashtag #food is on over 200 million Instagram posts. “Food and Drink” is the top Pinterest category.

Restaurants are the perfect entities to run food blogs that can be a destination in and of themselves.

This screenshot from the blog of Tupelo Honey Cafe, a popular brunch spot with locations throughout the South, shows a highly shareable copycat-recipe blog post complete with an optimized image for reposting on Pinterest.

The blog also features information about new meals at the restaurant and roundups of customer pictures from Instagram.

4. Show & Tell What Your Business Can Do

For many businesses, such as personal trainers, home contractors, landscapers, web designers, etc., a blog can act as an ongoing portfolio of past work.

This is ideal for companies that thrive on proof of past successes, such as the businesses listed above.

It’s essential to have an easy way to show potential clients what kinds of results they can expect.

A blog can achieve just that, and then some.

With a blog and a few attractive photos about your work, you can easily create an impressive portfolio and drive your customers there.

While it may take more effort to update your whole site, depending on how it was created, blogs on content management systems such as WordPress are generally easy to update, even if you don’t have a lot of technical knowledge.

If you can publish a Facebook post, you can publish a blog on WordPress.

Once you’ve started cataloging your work on your blog, you have a simple link to send people who want to get a sense of the quality and efficacy of your work.

Industry Example: Home Improvement Blogging

With the popularity of home improvement and DIY shows, you know that people love a good home renovation story.

If you’re a home contractor, using your blog to show off impressive projects you’ve completed helps people visualize what their homes could look like after a remodel.

Home improvement company Haskell Interiors’ blog includes case studies of past client work and home improvement tips.

The effect of the high-quality before and after pictures and the detailed project descriptions is compelling enough to make anyone consider a remodeling project.

5. Give Your Business Results Long After the Initial Post

While it’s still essential to create new posts, older posts can remain relevant to your readers for a long time.

Old blog posts that have gained authority/ranking over time and are bringing in a reasonable amount of organic traffic can also be easily updated to serve current campaigns/goals.

This is why it’s a great practice to keep older blogs fresh with recent data and newer links.

6. Build Your Network Within Your Niche

When most businesses think of blogging, they focus on the customers.

Rarely do they think about the networking possibilities that an established blog can create.

Every niche has a handful of trustworthy and valuable blogs – think about the hundreds of digital marketing blogs.

Only a handful stand out, and they all feature consistent and frequent blogging. You can bet they are the ones with the most significant client portfolios and strategic partnerships.

Many companies track the content their competitors release. Following a blog feed is the simplest way to see what others are doing.

Many of these relationships can result in:

Additional shared or linked blogs.

Invites to industry events (such as Pubcon within the digital marketing world).

Even entire buyouts of companies.

7. Build a Flow of Trust

Stephen R. Covey, the author of “The Seven Habits of Highly Effective People,” a must-read for anyone in business, says, “When the trust account is high, communication is easy, instant, and effective.”

Frequent and consistent blogging is the simplest way for your brand to build this trust.

When you develop highly valuable content that adds value to continually adds value to your readers, your brand will become, as author John Hall says of the same-titled book he wrote, “Top of Mind.”

Trust is not quickly established, but once a reader discovers a blog flowing with endless value, they’ll naturally trust that business.

And eventually, this will lead to them becoming a customer – likely a lifetime one all based on a flow of valuable content.

Start Blogging Effectively for Business

The power of the blog is endless. It’s beneficial, no matter where your customers are in the purchasing process.

Try adopting one or more of the examples here for your own business.

Be sure to track and measure your results, and always keep older blogs refreshed with new data and links.

If done correctly, your website’s blogging efforts may produce the most profitable results for your business.

But also remember the power of guest blogging on relevant websites within your industry.

This can compound your content marketing efforts while providing all of the seven benefits above.

More Resources:

Image Credits

All screenshots taken by author, August 2023

Effective Seo Implementation For Software Businesses

Clarity in mind means clarity in content means clarity in hierarchy and structure – and structure is what Google loves.

The structure is important for every good SEO strategy but especially for software businesses where we balance different products, product features, use cases, and solutions as well as new releases, tutorials and knowledgebase articles within the same website.

In this article, you will learn how you can create content for the different customer avatars in an integrated system that works for SEO.

We will talk about the core of your website as well as the technique of ‘siloing’ your website to create topical relevance and thus compete with high authority websites in your niche.

Giving Software Prospects & Users What They Want: The Core of Your Website

When people search for your brand, come to your website by referral, or compare software products, they will typically start on your homepage.

The homepage and your main navigation (header) are the centerpieces of your website. They highlight the product you are offering, the features and use cases – as well as the different parts of the website that users can navigate to.

The typical software business homepage and navigation will include:

Products (or product features).

Solutions by need, industry, and role or task.

Case studies.

About and contact page.

Resources and tutorials.

The purpose of these pages is mainly lead generation and conversion. They are meant for users at the middle and bottom of the funnel.

This is where you will want your copywriters to create sophisticated and in-depth pages that highlight the value you are providing.

Creating a Main Navigation That Supports Your SEO Efforts

If your product has customers avatars in different industries or positions, you will want to use the product or solution pages to tailor your sales copy to their needs.

A mega menu can help to direct different prospects to “their” sales page.

The menu includes different presentations of your products:

By brand name or by features.

By main purpose or functionality (keywords).

By industry.

By role.

By task.

Not every website needs to display all these categories but these are a great framework to segment your users and filter prospects in the right funnel.

Here is an example of such a mega menu that creates clarity and structure.

Now you might know that these categories overlap and that they have relationships between each other that could cause content duplication (which Google does not like).

This means that different parts of the menu will link to the same page where it makes sense.

Here are some examples:

This is the software business hack for SEO. Serving different needs without causing duplicate content or keyword cannibalization.

Content Creation for a Software Businesses: The ‘Blog’

Now that we understand the core or front-end of your website, let’s look at your website from a content marketing and SEO perspective.

Users can find you through Google by entering the brand name or the product keywords (e.g., law enforcement software, bookkeeping tool, data visualization templates, website building tools). These are mapped against your homepage our your product pages as discussed above.

Homepage – Brand name

Product page 1 (or feature 1) – Product keywords

Product page 2 (or feature 2) – Product keywords

But users can also find your website by searching for a variety of topics and issues:

Tutorials for your software

‘How to do X in Y software’

‘X not showing in Y software’

Resources and whitepapers

Reviews and comparisons of your software and other tools

“Software X vs. Software Y”

“Software X review”

Content marketing and SEO content about different topics, this will mainly be related to the industries, roles, and tasks outlined above – and the needs that the different customer avatars have.

The process of structuring those ideas, especially those for content marketing, is called siloing.

Silos are the parent topics that cluster all your content writing.

A silo allows creating subsections of the website that are optimized for certain keyword themes.

Parent topic 1 – Silo 1 with all the blog posts

Parent topic 2 – Silo 2 with all the blog posts

The concept of silos is similar to how objects relate in programming.

Top-level silos or categories inherit certain qualities to their child pages. This mindset of objection orientation is exactly what you want to apply to your silo structure for SEO as well.

Every apple is a fruit. But not every fruit is an apple. And living in the silo of ‘fruits’, make the ‘apple’, ‘banana’ and ‘oranges’ pages share certain qualities.

The purpose of the silos is to create structure and relevance.

Relevance is the invisible ranking factor that makes your page appear in the top positions of Google.

And structure approach for content marketing allows creating this relevance by clustering related topics.

You now know exactly where to place new content ideas on the website and the process of keyword research will allow uncovering content gaps on your website structure.

But instead of getting side-tracked on another topic (finding keywords), let’s summarize how a software business can structure their website for SEO and conversion.

When All Parts Play Together

This graphic shows an idealized website structure that improves clarity, relevance and ranking chances.

We can see that the core of the website, silo pages, and articles follow a clear structure and hierarchy based on the relationship that these objects have within each other.

On the level of silos, we can find the following categories:


Resources and White Papers

Review and Comparison

Content Silo 1

Content Silo 2…

This can vertically expand as much as needed and your content team keeps up with.

The third level, the level of posts and pages, is shown for tutorial and silo. But every silo will have their own child pages. Ideally, 10-30 of them at the bare minimum to gain SEO traction.

It is important to understand that the most search traffic will arrive from the “bottom” of the pyramid, from certain pages or posts that are optimized for relevant keywords.

Now, it is your turn.

Is the website of your software business optimized for SEO?

More Resources:

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How Are Consumers Exploited By Businesses?

Businesses operate to maximize their profit in this fast-paced, dynamic world. With every drop of the hat, we see new competitors rising up with similar and sometimes identical products or services to offer consumers. It is recommended that producers or marketers take a different path or point of differentiation in order to make their offerings more appealing to consumers. It could be in terms of

Product or service offering

The price at which the product is offered

The way the product is being offered in terms of packaging or marketing strategies

Where the product is being offered

To whom the product is offered and others

But sometimes companies take the wrong approach. In this article, we will be diving deep into how consumers are exploited by businesses and why they should not take this route.

Consumer Exploitation by Businesses

We see many occurrences in which the consumers are being offered goods of below-standard quality, are being charged more for a product, the product or service is not delivered to consumers, or businesses are making tall claims to the consumer regarding a product or service. All these cases are nothing but the exploitation of consumers by businesses to sell their products and thus maximize their profits. Consumers are rational human beings, but deception is something that they cannot control.

Ways in Which Consumers Are Exploited in the Market

Selling of defective or expired goods – Not all consumers in all situations are extremely vigilant regarding the quality of goods that they purchase. Companies often sell defective or expired items to consumers. Clothes that you purchased or stuffed toys might be torn, or the 100 grams of butter that you purchased might be expired and hence have a foul taste and smell. They use the strategy of placing expired or near-expired products near the billing counter and offering steep discounts.

Adulterated offerings made to the consumers – In this situation, what the sellers do is mix the product with other adulterations to increase the quantity or reduce the cost of the good. This helps them earn more profits or volume sales than the companies that are selling high-quality goods to consumers. Examples of this scenario could be the adulteration or addition of water to milk by our regular milkman or when pharmacies offer you medicines at a discount that are adulterated. Consumers are duped because they lack knowledge of pharmacy or are unable to see the company’s manufacturing facility.

When the goods offered are of substandard and below-average quality – there are scenarios where the company while selling the product, claims it to be of superior quality, but what you take home is at a level below. This is commonly seen in jewelry companies. Sellers might sell below-quality gold, diamonds, or stones to consumers, and the consumer, being a noob in this case, gets cheated.

When the seller uses false weighing scales or machines – this is a scenario when the seller does not give the consumer the correct quantity of goods promised. They use scandalous weights or weighing machines to earn more profit. These are generally done by the local grocery and ration shop owner. Where they promise to deliver 1000 grams of rice for Rs 30, what they actually give you is 950 or 900 grams of rice for Rs 30. Camouflaged marketing can also be included here. Camouflaged marketing occurs when the price of raw materials used in the manufacturing of products increases. This increase in the price of raw materials causes the overall cost price of the product to increase, and hence the selling price of the product to increase. Now instead of increasing the price of the product, what companies do is decrease the quantity being offered. This is something that is not conveyed to the consumer. Now, for example, earlier the company was offering 100 grams of potato chips for Rs 10, but now they are selling 90 grams of potato chips at Rs 10. The consumer assumes that the competitor has increased the price and not this brand, so they keep purchasing it. Sometimes companies are also able to attract competitors’ consumers.

Negative Impact on the Company After Consumer Exploitation

Fines and penalties imposed by the consumer rights department – When a consumer complains about any exploitation that the brand has done to them and they submit proof, the consumer forum imposes a fine on the company. Generally, these fines are heavy, and they are even asked to write letters of public apology.

Legal action against the owner - The penalty that a business can receive is not only limited to fines and penalties but can also lead to situations of imprisonment or the shutting down of businesses. It totally depends on the intensity of the crime being committed.

Goodwill is hampered – Whenever a company does something to exploit its consumers, the consumers and the community withdraw their trust in the company. There is no goodwill or good name left for the company, and a lot of negative publicity.

Consumers boycott the brand altogether – If one branch of the umbrella brand does something wrong, we see the lingering impact on all the other brands that the company holds. Consumers boycott the brand and all its products.

Long-term survival is in shambles – Companies can exploit consumers once and get huge profits and sales, but the sour experience that they create through their exploitation will lead to the consumer never going back to the brand and spreading negative word of mouth about the company. The company will not be able to survive in the long term because of a zero or negligible customer base.

It is time that companies understand that exploiting their consumers is not a point of differentiation that they can create for the brand’s survival. Consumer exploitation will only create a sour experience among consumers. With everything happening online, it is very easy for consumers to complain about a brand and also spread their stories to the community. Good customer relationships can only ensure long-term business and long-term survival for the company.

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