Since its inception in 2002, Out-Smarts has been a virtual organisation. Hands resting on a desk beside an open laptop and plants, holding a phone We had a brief flirtation with bricks and mortar a few years ago but it wasn’t a good fit.

A virtual organization is an organization involving detached and disseminated entities (from employees to entire enterprises) and requiring information technology to support their work and communication. Virtual organizations do not represent a firm’s attribute but can be considered as a different organizational form.

Or in plain English – a business that has no physical location that depends on technology to operate effectively.

Virtual Business Benefits

In 2018, a business like ours doesn’t need to have an office. The ubiquity of online tools makes that possible. These tools make it easier to start and grow a business since your overheads are much lower (which is especially important in a place like Vancouver where office space is at a premium). But big businesses are clueing into the benefits too. Telecommunications giant TELUS has a goal of having 40% of their team members working on a mobile basis, 30% working within TELUS buildings, and another 30% working from home full time.

Not only does being virtual keep your costs lower but it’s also way better for the planet as well. Teams who work from their home office don’t have to drive or take public transit which means less pollution being emitted into our planet each day. It also leads to higher scalability. With a physical office, increasing your staff often requires moving into a larger office space. With a virtual team, you can scale up your business without worrying about the extra costs associated with the required square footage.

Even back in 2002, it was possible to run a business virtually as long as you had an internet connection (although those were a lot slower back then), good processes and communication channels in place. This still rings true, although it’s much easier now thanks to cloud computing, apps and social media.

More importantly, though, working for a virtual company is good for the soul. It gives your team more flexibility to put their lives and families before their work (which is the way it should be anyway), it gives them more flexible work hours and no commute time which makes them happier and more likely to stay not to mention more productive. Happy Team = Happy Company = Happy Customers.

Of course, no good thing is without its drawbacks. With a virtual business, there is a risk of isolation, less cohesiveness, and a lack of camaraderie amongst employees. In a virtual environment, there is much less opportunity for spontaneous conversations that could lead to collaboration or new ideas. There’s also the chance that things can get lost in translation or misconstrued in electronic communications. To tackle this at Out-Smarts, we make sure to stay on top of our social side, and even schedule it into our calendars each month. We have weekly update calls with our team members, take the time to ask about our respective weekends on Monday mornings, and get the whole team together for beers once a month.

We’ve come a long way since 2002 when it comes to optimizing our virtual business, but we’re always keeping an eye out for new ways to improve our company culture and create a rewarding experience for customers and team members. Along the way, we’ve picked up an arsenal of tools that have become mainstays for productivity and efficiency. Here are our favourite tools for running a virtual business:

Virtual business tools that we can’t live without:

We’ve never met our bookkeeper, she lives in the US but that doesn’t matter – online accounting and invoicing software (Quickbooks) allows us to easily share financials.

Teamwork – This project management tool has recently come to the top of our list of must-haves. Team members can see all ongoing projects, tasks, and deadlines at a glance which helps keep everyone on track. It also enables us to give clients an insight into what we do for them and lets us set deadlines, hours and stay on top of communications.

Boomerang for Gmail – This is a tool for anyone battling an overstuffed inbox! Boomerang allows you to schedule emails to be sent out at a later date, set reminders to follow up, and take emails out of your inbox until you need them.

Google Docs and Google Drive– We are able to share all of our documents and spreadsheets and it’s perfect for collaborating on a project in real time. We’re also able to categorize our projects and link back to Teamwork.

Google Calendar – The integration with Google Calendar and the rest of the G-Suite tools makes this an easy choice. We use it to schedule meetings, pencil in vacation time, and invite attendees to events. It also integrates with Google Maps which helps by calculating trip times and sending prompts for when you need to leave.

Office 365 – This classic suite of Microsoft Word, Excel, PowerPoint, Outlook, OneNote and OneDrive is a mainstay for creating content.

1Password – It took us a few tries to find a password vault that worked well for us. We found 1Password to be the right fit for our company as it lets us store documents, logins, and other confidential information in one place.

SquareUp – This is a free point of sale app that lets us accept card payments, manage invoices, and give digital and printed receipts.

WordPress – We build all of our websites on WordPress. We love the versatility of being able to create beautifully designed custom websites on a trusted platform.

Hootsuite – We schedule, manage, and monitor social content for our clients through Hootsuite.

Grasshopper – Virtual phone systems like Grasshopper have helped us run our business through our cell phones. We can host phone extensions for everyone on our team, set up call forwarding, voicemail, and more.

JoinMe and Zoom – For a team to work together towards the same goal, there needs to be the occasional conference call. We like web conferencing tools like JoinMe and Zoom, and even use them for meetings with out of town clients.

Skype – For getting in touch with clients in the US, we rely on Skype for free online calls, messaging, and affordable international calling to mobiles or landlines.

Milanote is a tool for organizing creative projects into beautiful visual boards. By design, it feels a lot like working on the wall in a creative studio – visual, tactile and sometimes a bit messy – Milanote is a great fit for designers who work in teams remotely.*

With the use of the tools above, office communications are available to us from almost anywhere in the world. These technologies we’ve adopted not only streamline communication but provide practical services that empower our team to stay on task and stay engaged.

Need help growing your business? Contact us to find out what we can do.

*sponsored post

Hand holding a phone with an Instagram image of a bridge in a forest.

Top 10 Tips to Quickly Build Your Instagram Following

This article was updated in March 2024.

In ever evolving world of social media, Instagram still stands out as one of the main platforms for organisations to build their brand, to connect with their audience, foster engagement, and ultimately, drive growth. Instagram remains a great place for businesses to showcase their personality, values, and offerings too, if you do it right.

To help you harness the full potential of Instagram and propel your brand to new heights, we’ve compiled the top 10 tips that cover everything from using hashtags effectively to sharing captivating visuals and engaging with your audience.

Instagram in 2024

But first a little about the app in 2024. Instagram is a photo and video sharing app owned by META Platforms. There are currently 2 billion users, and 62% of them access the platform at least once per day, spending an average of 33 minutes there. Over 90% of users on Instagram follow a business, but two-thirds of profile visits to businesses come from people who aren’t following that business. The largest segment of Instagram users are millennials aged between 18 – 34 with a pretty even split between men and women (leaning slightly more to men than women).

Since its launch in 2010, the platform continues to grow and evolve. Over the past few years, Instagram has undergone significant transformations and introduced new features aimed at enhancing user experience and providing more opportunities for businesses to engage with their audience. These changes have included the launch of Reels in August 2020 (replacing Instagram TV), offering users a platform to create short, videos set to music.

Additionally, Instagram has expanded its shopping capabilities, allowing businesses to sell products directly on the platform through Instagram Shop, and product tagging in posts and Stories. Other notable updates include broadcast channels that allow companies to directly engage with followers at scale. Alongside these advancements, Instagram has prioritized user privacy and safety by implementing features to limit unwanted interactions and filter abusive content, ensuring a more secure and enjoyable experience for all users.

Brands that benefit most from Instagram (and those that don’t)

Brands that benefit most from using Instagram are those in visually-driven industries such as fashion, beauty, travel, and food, where showcasing products or experiences can engage audiences effectively. Lifestyle brands can leverage Instagram’s visual platform to inspire and connect with followers, while e-commerce businesses can drive sales through product promotion and shoppable posts. Additionally, personal brands, influencers, and nonprofits can utilize Instagram to build communities, raise awareness, and foster meaningful connections with their audience. Ultimately, brands that prioritize visual storytelling, community engagement, and authenticity are best positioned to thrive on Instagram’s dynamic platform.

While Instagram can be a valuable platform for many brands, certain businesses may not benefit as much from having a presence on the platform. These include highly regulated industries like finance or healthcare, B2B companies that may struggle to engage their audience, niche industries with limited visual content, brands offering low-engagement products or services, and those with limited resources for content creation. For these businesses, other marketing channels may be more effective in reaching their target audience and achieving their marketing goals. Ultimately, it’s essential to carefully consider whether Instagram aligns with the specific needs and objectives of your brand before investing time and resources into building a presence on the platform.

10 tips to build your brand in Instagram

Master the Art of Hashtags: Hashtags are the bread and butter of Instagram—they help users discover new content and connect with like-minded individuals. To maximize the reach of your posts, use a mix of 3-5 popular and niche hashtags relevant to your brand and industry. Research trending hashtags and incorporate them strategically into your captions to increase your visibility and attract new followers.
Share Stunning Visuals: They say a picture is worth a thousand words, and on Instagram, this rings especially true. Invest in high-quality photography and create visually appealing content that stops users mid-scroll. Experiment with different styles, compositions, and editing techniques to find a visual aesthetic that resonates with your audience and aligns with your brand identity.
Embrace Instagram Stories and Reels: Instagram Stories offer a dynamic and ephemeral way to engage with your audience and share content in real-time. Take advantage of features like polls, questions, and interactive stickers to spark conversation and encourage engagement. Whether you’re giving a behind-the-scenes look at your business, sharing product demos, or hosting Q&A sessions, Instagram Stories are your secret weapon for driving engagement and building connections with your audience. Instagram Reels are a feature within the Instagram app that allows users to create and share short-form videos, typically lasting from 15 to 60 seconds.
Curate a Beautiful Feed: Your Instagram feed is your digital storefront—it’s the first thing users see when they visit your profile, so make it count. Create a visually cohesive and aesthetically pleasing feed by maintaining a consistent colour palette, theme, and visual style. Use tools like Instagram’s grid preview feature or visual planners to plan your content in advance and ensure a seamless browsing experience for your followers.
Share Compelling Client Stories: Your clients are the heart and soul of your business, so why not showcase their success stories on Instagram? Share testimonials, case studies, or user-generated content featuring happy customers to build social proof and credibility. Not only does this humanize your brand, but it also fosters a sense of community and trust among your audience.
Engage Authentically: Building a loyal following on Instagram isn’t just about posting great content—it’s also about engaging authentically with your audience. Take the time to respond to comments, answer questions, and acknowledge user-generated content. Show your followers that you’re listening, and they’ll be more likely to engage with your brand in return.
Follow, Like, and Comment: Don’t be afraid to roll up your sleeves and get your hands dirty on Instagram. Follow accounts in your industry, engage with their content, and leave thoughtful comments to spark conversation. This not only helps you connect with like-minded individuals but also increases your visibility and attracts new followers to your profile.
Use Linking Strategically: While Instagram’s bio is the only place where you can include clickable links, make the most of it by using it strategically. Direct users to your website, blog, or landing page by including a clear call-to-action in your bio. You can also use features like Instagram Shopping or swipe-up links in Instagram Stories (if you have over 10k followers) to drive traffic and conversions.
Share Behind-the-Scenes Content: Give your audience a glimpse behind the curtain and show them what goes on behind the scenes of your business. Whether you’re sharing photos from a team brainstorming session, a sneak peek of an upcoming product launch, or a tour of your office space, behind-the-scenes content humanizes your brand and builds a deeper connection with your audience.
Collaborate and Cross-Promote: Partnering with influencers, brands, or other businesses in your niche can be a powerful way to expand your reach and attract new followers. Look for opportunities to collaborate on co-branded content, giveaways, or Instagram takeovers to expose your brand to new audiences and leverage each other’s followers.

In conclusion, mastering Instagram for your brand requires a strategic approach and a commitment to authenticity, creativity, and engagement. By implementing these top 10 expert tips—from mastering the art of hashtags to sharing compelling client stories—you’ll be well on your way to growing your brand on Instagram and connecting with your audience in meaningful ways. So, what are you waiting for? Get out there and start building your brand on Instagram today or get in touch with us so that we can do that for you!

6 Best, Scroll-Stopping First Post Ideas to Introduce Your Business on Instagram

Website Not Secure – Here’s What You Need To Do

Imagine if people trying to visit your website got an alert saying that your website is not secure. Do you think it would deter them? Hell, yes it would! That’s what’s going to start happening in July on websites that have HTTP when people visit using the latest version of Chrome browser (Chrome 68) visit.

Chrome is the most popular browser used worldwide with about 50% penetration. So if your site doesn’t have encryption with an SSL/TLS certificate and HTTPS set up this affects you.

HTTPS stands for Hypertext Transfer Protocol Secure and works as a layer of security between the client (visitor) and the site when a connection is established. Data that usually moves from the site to the client and vice versa in plain text is encrypted securely by the browser when a TLS certificate is in place. That means eavesdroppers won’t be able to read important information from your users, like passwords and credit card numbers, in plain text.

Up until now this alert only appeared on form pages (i.e. contact forms) but moving forward it’s going to show up on all pages that aren’t secured.

What to expect for non HTTPS sites? In July you can expect to see a drop in traffic to your site, conversions will likely fall too. You may also see a drop in your page rank – where you show up in Google search. Google started lowering the rank of non encrypted sites three years ago.

What Should You Do

First check to make sure you don’t already have HTTPS set up.

Then decide on an SSL certificate. They vary in prices from free to the most expensive we’ve seen which was over one hundred dollars. There is a newer free way to get TLS certificates through an initiative called Let’s Encrypt. Certificates created this way expire every three months, but most hosts have an automated solution to renew the certificate before it expires, so you don’t have to do anything once it’s set up.

More expensive purchased certificates often come with additional insurance for online transactions, which might be desired if you are running an online store. Purchased certificates expire less frequently than free ones provided by Let’s Encrypt, lasting as long as 3 years.

Once you’ve made the switch, there’s still a little work to do if you use Google Analytics or AdWords. You can find out more about that on our previous post about website security.

WordPress websites also need to be updated to ensure your pages don’t show up with a “mixed content” warning, which means that some materials (often images) are being embedded on the page using an unencrypted connection (i.e. https:// instead of https://, note the s).

If you need us to do this for you, please don’t hesitate to reach out.

Mastering Social Media to Grow Your Small Business in Terrace and Kitimat

Next week, Mhairi will be heading up to Northern BC to present ‘Mastering Social Media to Grow Your Small Business” at the Terrace and District Chamber of Commerce on February 27th then on to the Kitimat Chamber the next night. The Terrace event is full but there are still a few spots in Kitimat. Click on the link to register below.

Just because you know what social media is, does not mean that you necessarily understand how to use it to grow and develop your business. This workshop focuses on understanding social media, what is it and how it’s connecting people.

Learning Objectives:

Learn how/if social media should be an important part of your marketing strategy.
Understand what opportunities are available for you to leverage social media for business growth and prospecting.

Tickets: FREE
Light dinner included

Terrace and Kitimat businesses welcome!

How to Use Google Grants and AdWords for Non-Profits: Important Changes You Should Be Aware of in 2018

Did you know that Google offers ad grants for non-profit an charity organizations in Canada, allowing them to run their AdWords with a budget of $10,000 per month? If you run a charity or non-profit, this is something you have to take advantage of – it’s free advertising and drives targeted traffic to your site (if you set it up right!).

First, you need a Tech Soup account and registration – which verifies your non-profit status and eligibility
Once that is approved, you can then set up your new Google account and apply to manage your grants ads.

Google Ad Grant Changes for Non-Profits

Over the years, 35,000 non-profits have set up Ad Grant AdWords accounts, and it has been a popular offering, but recently though, Google has been rolling out a slew of changes that govern how ads are set up in the Grants program.

Above angle of hands typing on laptop on white desk beside a notebook, iPhone and mug of coffee — How to Use Google Grants and AdWords for Non-Profits

I am guessing these changes are because many organizations were lax about maintaining their ads – setting up accounts, campaigns and groups and then not maintaining their accounts well or keeping up with the new features Google has rolled out over the last couple of years like ad extensions. It could also be because some non-profits didn’t set up their accounts properly in the first place (for example not using geographical audience targeting).

As a result of these changes which were announced in December and went into effect earlier this month, non-profits are scrambling to review their ad campaigns and make them compliant – if they don’t, they risk having their ad account cancelled.

The good news is that there will no longer be the USD 2 ad bid cap which means that non-profits can bid more competitively and show up higher than ever before. There are some caveats though.

The New Google Grants AdWords Rules for 2018:

The two dollar bid cap has been removed
Advertisers must use maximum conversions bidding – this automatically sets your bidding so that you maximize the conversions of your campaign given your budget (for non-profits that about $333 per day). This means setting up conversions on Google and tracking them using two snippets of code that get added to your site and to the page you want to track.
Advertisers must use geographical targeting aka geo-targeting – this simply means that your ads must be targeted to your geographic area and not blanket targeted to broad geographical areas where you don’t operate.
Each campaign must have at least 2 Ad Groups that are live.
Each ad group must have at least 2 ad variations running.
Each ad must have a minimum of 2 site link extensions – site link extensions are links and titles that show up below your ads highlighting important aspects of your business and encouraging people to click through to specific web pages on your site.
Your account must show a CTR of at least 5% or your account could be cancelled. This is the rule is the one that everyone is panicking about, but if your campaigns are set up properly with keywords that are tight (specific to what your non-profit does), and you’re not bidding on words that don’t relate to your ad text, you should see your CTR increase.

Ten Tips to Help Non-Profits Comply with the Google Ad Grant Changes:

Have specific campaigns for each component of your non-profit business using specific keywords, both in the keywords themselves and in your ad text and landing pages.
Stop using keywords that are too generic – low-quality keywords.
Conversely, don’t have ad groups that only have one keyword.
Work to create better, target keyword centric ad copy.
Make sure that your landing pages map back to your ad campaigns and groups and that everything works as it should on the page so that visitors convert once the land on your site.
Set up conversion tracking and make sure that you are tracking conversions after people click through to your site.
Use Google Analytics to understand campaign traffic, keywords that are driving visits from people who engage once they land on your site, and bid adjustments.
Don’t use keywords that mention your competitors or other companies.
Implement your changes now, if your CTR is less than 5% for two consecutive months your account could be suspended.
If you don’t have the expertise in-house to make these changes, or the budget to hire experts then consider switching to AdWords Express.

Google Grants can be a great asset to a cash-strapped charity or non-profit organization. Done right, your campaigns can drive targeted traffic to your site, but your site has to deliver too. It is worth taking time to create great landing pages that convert once your visitor lands on them.

If you’re one of the non-profits that have neglected their campaigns over the years, this is the perfect time to restructure them and to take advantage of some of the great enhancements Google has been rolling out recently.

If you are concerned about your non-profit ads and don’t know where to start, we’d love to review them for you and make some recommendations. Get in touch with us here.

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Do You Track These Digital Marketing Metrics?

Being Virtual: Top Virtual Business Tools We Can’t Live Without

Virtual Business Benefits

Virtual business tools that we can’t live without:

Website Not Secure – Here’s What You Need To Do

What Should You Do

How to Use Google Grants and AdWords for Non-Profits: Important Changes You Should Be Aware of in 2018

Google Ad Grant Changes for Non-Profits

The New Google Grants AdWords Rules for 2018:

Ten Tips to Help Non-Profits Comply with the Google Ad Grant Changes:

Virtual Business Benefits

Virtual business tools that we can’t live without:

Instagram in 2024

Brands that benefit most from Instagram (and those that don’t)

10 tips to build your brand in Instagram

What Should You Do

Mastering Social Media to Grow Your Small Business

Register to attend at:

Google Ad Grant Changes for Non-Profits

The New Google Grants AdWords Rules for 2018:

Ten Tips to Help Non-Profits Comply with the Google Ad Grant Changes: