Celebrating, Connecting, and Supporting Women Entrepreneurs

Last updated Oct. 12, 2018, 1 p.m.


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Why Hiring Working Mothers Benefits Your Business by @CorpNetNellie

by Nellie Akalp

Being a working mom myself, I understand the highs and lows of trying to balance a career and a family. I have four children and own a business with my husband, so I know how hard it is to do your best at work and do your best at home and still have time left over for a little “me” time. I also know the rewards I get being able to have both family and work in my life and how being a mom actually benefits my business, so I have no problem offering the same opportunity to other working moms. Here’s why hiring mothers benefits your business:

Moms are Motivated

If a mom is applying for a position in your company, you can infer a few possible scenarios: 

  1. She is passionate about your company and/or her field of work.
  2. She wants to be part of a team.
  3. She prefers working to being a stay-at-home mom or is ready to go back to work after her stay-at-home phase has ended.
  4. She needs or wants the salary.
  5. She needs or wants the benefits.

It could be something completely different, but if she’s applying to work for your company you know she’s ready to add more to her plate—which brings me to my next point. 

Moms are Organized Multitaskers

Raising children is a challenge on its own. Add a job into the mix and you have a potential superwoman coming to work for you. Kids’ schedules vary, from school drop off and pickup to sports practices to homework help, not to mention household duties such as cooking, cleaning, paying bills, etc. To get it all done, any mom—whether she works outside the home or not—has to be an efficient, well-organized master of multitasking. You can feel confident a mom can handle anything you throw at her.

Moms Have “Mom Brain”

Mom brain is real and according to a scientific study reported by the Greater Good Science Center at UC Berkeley, that’s good news for your business. The study found pregnant women experience a loss of gray matter in the brain which causes the brain to become “more efficient and refined, in a process associated with healthy cognitive and emotional development.” In other words, a mother’s brain is especially adept at figuring out what other people need and feel. That makes moms a great fit for positions in sales, customer service, management or any role that requires people skills. 

What Working Moms Want

In case you’re worried about time restraints of hiring a working mom, you need to remember she will be concerned as well. More than anything else, the biggest benefit you can offer to a working mom employee is flex time. Flex time could mean flexible hours or flexible work environments (meaning the ability to work from home). Every working mother needs to balance caregiving and work responsibilities. Giving a mom some flexibility shows you trust her to get her work done—even if it’s on a different schedule than the standard 9-to-5. 

If the job has set deadlines or schedules that change, give working moms as much notice as you can so they can adjust accordingly. Does your company have childcare on site? If you don’t there are still ways you can ensure a working mother gets the help she needs. You can offer flex spending accounts for child care expenses, later start times for moms who need to make school drop offs, or early outs for school pickup. If you have other working moms on your staff, you can put together a list of other helpful resources in the area such as after-school daycare facilities.

Interviewing Mothers

Interviews are a two-way street. You want to know if being a mother will hamper the employee in doing their job; the potential employee wants to know if you’re running a family-friendly company. She may ask you about your company culture or how people get promoted. 

On your end, you are limited by the U.S. Equal Employment Opportunity Commission (EEOC) laws on what you can and can’t ask during a job interview. This prohibits asking job candidates about their marital status, if they’re pregnant or plan to get pregnant, or how many children they have. Stay away from any questions about childcare or spouses, too. Instead, you can ask if the candidate has any time limitations (for example, “Would you be able to work weekends?”), whether she would be able to travel for work on short notice, and other questions that are relevant to the job duties.  

Most likely the job applicant will offer information about her family during the interview. You might even find out she’s looking forward to spending time in an office or the opportunity to travel for work. Most working moms I know (myself included) treasure any kid-free hours spent away from home. 

By making an effort to hire moms and make them happy working at your business, you’ll earn their gratitude and loyalty. Working mothers are motivated to succeed in everything they do, including making your company the best it can be.

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Does Every Business Need A Brand? by @brandisnotalogo
Does Every Business Need a Brand?

Photo by Porapak Apichodilok from Pexels


End of post.

Just kidding. But seriously, yes, every business needs a brand (and actually, already has a brand whether they focus on deliberately it or not).

A strong brand is essential for standing out from the crowd (i.e. your competitors) as well as connecting and engaging with your audience. It’s what will turn a casual observer into a buyer of your brand. Everyone from a solopreneur to a dog dentist (it’s a thing!) should consider what their branding says about them and how they can make it work harder.

Here are a few things to think about:

A brand isn’t just a logo.

It’s not a fancy die-cut business card, a perfectly curated Instagram feed or a sweet looking website. It’s so much more than that. Think about creating some super solid brand foundations, and don’t be afraid to test them out with your existing customers by just asking them whether they stand true for them when they think about your brand. You’ll get some useful feedback on how motivating and appealing they are and can then optimise before going out all out on a rebrand or new campaign.

🔥 Hot Tip: Perform an audit on your own brand and ask someone who isn’t close to your brand to do the same, so you get an objective view. Look for the following across your brand assets (e.g. website, social media, advertising, signage, packaging, etc.):

  • what personality and tone of voice is coming through?
  • is everything looking and feeling consistent (design, copy, messaging, etc.)?
  • does everything marry up to your current business objectives?

Finding the discrepancies can help you identify where to focus your efforts first.

Branding is what positions you against your competitors in your customers’ minds.

Always remember that it’s what the customer perceives to be true about you that is true. Their perception is reality. And they’ve created a perception about your competitors too. They instinctively categorise you all based on some key attributes, which helps them evaluate which of you to do business with. It’s up to you to help guide them to formulate their perception based on attributes you want them to see.

🔥 Hot Tip: You can help shape what they perceive you to be by determining for every stage of doing business with you:

  • what message they should take away (being concise and clear, ensuring it addresses what your audience need from a functional perspective)
  • how you want them to feel (informed, excited, content, safe, uplifted – be sure to link the feeling back to your audience’s core emotional need)

Consistent branding elevates your value.

When you create a consistent brand experience across every interaction and touch point with a customer, you’re creating a unique and well-thought out experience that elevates your value. This is the difference between a premium brand and a budget brand. It takes you from a commodity (generic and more likely to be judged on price alone) to ‘priceless’ and something to be treasured. This is how brand equity is built over time (that is, value in your brand beyond just the tangible).

🔥 Hot Tip: There are loads of ways to help increase your brand value in the minds of your audience. You can start by identifying:

  • what do they value? E.g. certification or formal credentials, years’ experience, personal story, lots of information, industry recognition?
  • what do you have that delivers to this value?
  • how can you demonstrate this credibly through everything you do?

So, no matter if you’re working with clients in a service-based business, or selling products in a store, branding is super important and worth lending a bit of thinking time to.

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Wherever the Camera Goes So Do Consumers by @ScotDuke

video marketing

by Scot Duke | Featured Contributor 

Have you ever wondered why more videos are being produced?  

If you have, I can certainly confirm the answer being partly explained by this statement…

Wherever the camera goes, so do consumers.  

Yes, consumers are turning to the internet to find videos on subjects and products they are interested in learning more about.  YouTube now has become the Go-To site to check out a new product or service…or just about anything.

A video offers a consumer more than just the product information, it offers a view of the product they cannot get even from seeing it at a brick and mortar store.  Videos allow the consumer to see who is selling the product or services. Videos have become the go-to media for

The Social Video Factor

Add the Social Video factor and the impact of the message about a product or service multiplies.  

Social Videos are rapidly becoming the way to sell a product while building consumer trust.  If an e-commerce site does not have a video of the product they are selling it will more than likely be passed by for a site that does offer videos.

Social Videos are now starting to become the mainstay media used by many professionals and service business people.  Since 2008 the increase in the number of videos posted to the internet has increased nearly 400%.  Sales are bound to follow that popularity.

So how do you go about getting ahead of the movement businesses are making to produce Social Videos?

  • Consult with a professional social video producer
  • Focus only on producing quality videos
  • Develop a long-term digital marketing strategy

Make sure the camera is where the consumers want it.

Let me know how I can help.

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5-Step Pinterest Promoted Pin Traffic Plan by @donnaamos

by Donna Amos | Featured Contributor 

Advertising on various social media channels requires a different approach for each channel. Google+ handles things differently than Facebook or LinkedIn; and their audiences vary. If your audience is mainly female and attracted to visual demographic categories like fashion, home decor, or fitness, you’ll likely find them on Pinterest. 80% of Pinterest users are female. 88% are between the ages of 18 and 54.

Therefore, you should build a quality profile and use it to connect with your audience there. Pin visually attractive links to your profile boards. But, Pinterest offers a great advertising option called promoted pins. This can not only grow your following faster but also send more traffic to your website. Below are the five basic steps to constructing your own Promoted Pin Traffic Plan on Pinterest.

These basic steps will get you started, but you should spend some time exploring and experimenting with the many options. Discover what works best for you and your business. No two companies will benefit from the exact same combination of choices and settings. Build your own profitable plan on these foundational steps.

Step 1: Choose from Two Promoted Pin Types

Before you begin using Pinterest ads, spend a lot of time working inside the ads manager. Be sure to convert your existing Pinterest account to a business account for a few extra features. Within the ads manager interface, you’ll see that you have two options for your promotion type.

  • Build Awareness– Promote brand awareness and boost views of your videos.
  • Drive Consideration– Drive traffic back to your website.

Choose the option you want, give your campaign a title, and enter a budget. I always recommend starting small as you experiment with advertising. Begin with $30-$50 total budget. You can always increase it later if your efforts are successful.

Now you must choose a pin to promote in your advertising. Click the red button, which will show you all the previous pins on your account. Click one of those to select it. If you chose to boost engagement, one of your previous pins would be fine. To drive traffic to your website,

create a new pin, pin it to one of your boards, then return to the ads manager and choose it for your ad campaign.

Step 2: Set Up Audience Targeting

Pinterest ads targeting is similar to what you find on many other PPC platforms. There are two sections you’ll need to fill out: interests and keywords. Interests is much broader in scope, which usually isn’t ideal for PPC campaigns. However, if you’re just trying to build a following while targeting a general audience, it can work.

If your ad campaign is intended to drive traffic to your website, you should focus on the keyword section. Type in keywords you want to target in the search box of this section, then click any of the grey keywords that appear to add them to your campaign. The keywords you select will appear in blue at the bottom. Searching the site is one of the main ways that users find content, so you can get quite a few impressions on popular keywords. When someone searches for any of the keywords you select, they may see your ad, depending on your budget and settings.

You can also choose other targeting options besides keywords and interests.

  • Locations – Choose over 210 specific places in the United States
  • Language – Target specific languages
  • Devices – Target desktop users or specific types of mobile users
  • Gender – Target males, females, and/or people with unknown gender

Targeting only works well when you narrow down the potential audience so that it consists of your target demographic. But, avoid targeting so narrow that you only have a few hundred targeted users in your audience. You should choose targeting guidelines that represent your best possible client audience.

Step 3: Budget Considerations

Initially, you set a low total budget while you experimented with the ads and site. At this point, you must set your maximum CPC bid before the ad goes live. Often, you won’t have to pay this amount; sometimes far lower. But, after a few days, if you’re not getting the results you expected, increase your bid to allow more potential target users to see your ad.

Step 4: Track and Analyze Your Ad Results

Many want to skip this step because it’s boring. It isn’t as fun as creating the ad or choosing a targeted audience. But, if you don’t track your ad campaign results, you’ll never know whether advertising is actually profitable for you. And, you’ll never be able to increase the effectiveness of your ads. You won’t know what works and what doesn’t.

Pinterest provides some basic analytics for your ads. It covers all the basic stats like impressions, clicks, CPC, and total amount spent. So, you can keep up with how the ad performs. For conversion statistics, you will have to go to Google Analytics and set up specific plans for tracking what you consider to be a conversion from your Pinterest ads.

Step 5: Keep Experimenting

Even really experienced advertisers don’t get everything right on their first try with a campaign. Or even the second or third. That’s why tracking your results is so important. Once you have a set of baseline results, it’s a good idea to start split testing different promoted pins.

Try different variations of:

  • The pin picture
  • The ad headline
  • The targeted landing page

Keep trying different variations, tracking your results, and optimizing your campaigns until they become profitable. Even when you achieve a winning ad, continue to optimize it as much as possible. And of course, when your ad is doing well, scale up its advertising budget to take advantage of the ad’s popularity.

Pinterest is a huge social media site, and advertising on it is still a process of experimentation. You can create and run a profitable promoted pins campaign on Pinterest. It just takes persistent experimentation and optimization to hit the right combination of factors.

What are your tips for using Pinterest promoted pins for advertising? Share your wisdom and experiences with us in the comment section below!

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Why Working With Your Family Is the Best by @aroonmelane

by Aroon Duncanson

We are all looking to work in a field and environment that makes us excited to get up in the morning. The words “follow your dream” and “do what you love” are constantly being thrown our way. But one of the main reasons people end up not loving their job, is because of the people who they are surrounded with. Whether it be a grumpy coworker or a needy boss, it can be hard to find a space where you are excited to see everyone in the office, every morning.

In this article, we share why working with your family can help you get on your way to living a happy and fulfilled work life.

With family comes a level of comfort and trust, that can be hard to gain with co-workers. Since this trust is already present with family, it can be easy to share your new ideas, no matter how crazy or far out their they may seem. Sometimes the most bizarre ideas can end up being the best. “We always have a brainstorming session, where we sit and think about what we are going to come up with for our next season. It’s basically just us saying our thoughts aloud and agreeing or disagreeing, in a productive way. We both never hold back our ideas, and it’s how we can create something together that we both love,” said Megan Duncanson, who owns a business with her daughter. Having the freedom to express yourself and share all of your quirky ideas not only makes working more fun, but it allows you to expand your way of thinking and come up with new ideas that could benefit your business.

The great thing about family is, it is unconditional love. So even if you do get in a quarrel here and there, you will almost always find a way to figure it out and get through the obstacle. Being able to have your support system and loved ones surrounding you at all times, even in work, can be one of the best feelings.


Aroon Duncanson is a Miami based marketing guru. She graduated in 2016, from the Nicholson School of Communication, with her BA in Advertising/Public Relations. From there she began exploring her talents and came to Miami as a full time model, working for brands such as Lila Nikole, SeaFolly, Tommy Bahamas, Spirit Jersey and more. After a year of modeling full time, Duncanson decided to switch back to her passion within PR and began freelancing as a publicist for Nisus Corp, a Tennessee based pest control company. This soon led to Duncanson working for The Kat Agency as their publicist and social media manager.

In January of 2018, Duncanson and her mother Megan Duncanson started their own vegan purse line, Livin’ the MAD Life. Where Aroon handles the marketing, pr, social media, web design, sales and branding. Both Aroon and Megan find passion within sustainability, veganism and female empowerment, which is why they implemented each of these things into Livin’ the MAD Life. They made sure the brand was vegan, with some sustainable products as well as designed with empowering symbols meant to add a deeper meaning into every purse.

Along with Livin’ the MAD Life, Aroon manages her mothers art business, MADART Studios, which entails marketing, branding, social media, sales and PR.

Aroon recently took on the role of Executive Editor, for a Miami based magazine, Bikini on Demand.

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