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On Wednesday, the Environmental Protection Agency announced plans to weaken limits on some harmful “forever chemicals” in drinking water roughly a year after the Biden administration finalized the first-ever national standards. The Biden administration said last year the rules could reduce PFAS exposure for millions of people. It was part of a broader push by officials then to address drinking water quality by writing rules to require the removal of toxic lead pipes and, after years of activist concern, address the threat of forever chemicals. President Donald The President has sought fewer environmental rules and more oil and gas development. EPA Administrator Lee Zeldin has carried out that agenda by announcing massive regulatory rollbacks. Now, we know the EPA plans to rescind limits for certain PFAS and lengthen deadlines for two of the most common types. Here are some of the essential things to know about PFAS chemicals and what the EPA decided to do: Please explain what PFAS are to me PFAS, or perfluoroalkyl and polyfluoroalkyl substances, are a group of chemicals that have been around for decades and have now spread into the nation’s air, water and soil. They were manufactured by companies such as 3M, Chemours and others because they were incredibly useful. They helped eggs slide across nonstick frying pans, ensured that firefighting foam suffocates flames and helped clothes withstand the rain and keep people dry. The chemicals resist breaking down, however, which means they stay around in the environment. And why are they bad for humans? Environmental activists say that PFAS manufacturers knew about the health harms of PFAS long before they were made public. The same attributes that make the chemicals so valuable—resistance to breakdown—make them hazardous to people. PFAS accumulates in the body, which is why the Biden administration set limits for two common types, often called PFOA and PFOS, at 4 parts per trillion that are phased out of manufacturing but still present in the environment. There is a wide range of health harms now associated with exposure to certain PFAS. Cases of kidney disease, low-birth weight and high cholesterol in addition to certain cancers can be prevented by removing PFAS from water, according to the EPA. The guidance on PFOA and PFOS has changed dramatically in recent years as scientific understanding has advanced. The EPA in 2016, for example, said the combined amount of the two substances should not exceed 70 parts per trillion. The Biden administration later said no amount is safe. There is nuance in what the EPA did The EPA plans to scrap limits on three types of PFAS, some of which are less well known. They include GenX substances commonly found in North Carolina as well as substances called PFHxS and PFNA. There is also a limit on a mixture of PFAS, which the agency is also planning to rescind. It appears few utilities will be impacted by the withdrawal of limits for these types of PFAS. So far, sampling has found nearly 12% of U.S. water utilities are above the Biden administration’s limits. But most utilities face problems with PFOA or PFOS. For the two commonly found types, PFOA and PFOS, the EPA will keep the current limits in place but give utilities two more years—until 2031—to meet them. Announcement is met with mixed reaction Some environmental groups argue that the EPA can’t legally weaken the regulations. The Safe Water Drinking Act gives the EPA authority to limit water contaminants, and it includes a provision meant to prevent new rules from being looser than previous ones. “The law is very clear that the EPA can’t repeal or weaken the drinking water standard,” said Erik Olson, a senior strategist at the nonprofit Natural Resources Defense Council. Environmental activists have generally slammed the EPA for not keeping the Biden-era rules in place, saying it will worsen public health. Industry had mixed reactions. The American Chemistry Council questioned the Biden administration’s underlying science that supported the tight rules and said the The President administration had considered the concerns about cost and the underlying science. “However, EPA’s actions only partially address this issue, and more is needed to prevent significant impacts on local communities and other unintended consequences,” the industry group said. Leaders of two major utility industry groups, the American Water Works Association and Association of Metropolitan Water Agencies, said they supported the EPA’s decision to rescind a novel approach to limit a mix of chemicals. But they also said the changes do not substantially reduce the cost of the PFAS rule. Some utilities wanted a higher limit on PFOA and PFOS, according to Mark White, drinking water leader at the engineering firm CDM Smith. They did, however, get an extension. “This gives water pros more time to deal with the ones we know are bad, and we are going to need more time. Some utilities are just finding out now where they stand,” said Mike McGill, president of WaterPIO, a water industry communications firm. The Associated Press receives support from the Walton Family Foundation for coverage of water and environmental policy. The AP is solely responsible for all content. For all of AP’s environmental coverage, visit https://apnews.com/hub/climate-and-environment —Michael Phillis, Associated Press View the full article

Talks between Abu Dhabi royal’s holding company and ‘King of Mayfair’ could lead to a deal worth over £1bnView the full article

Better than expected figures could still leave chancellor needing to raise taxes or cut spending in autumn, analysts sayView the full article

Key Takeaways Growing Demand: The medical transportation industry is expanding due to an aging population and increased healthcare needs, presenting a significant business opportunity. Service Types: Offering various services—such as ambulance transport, non-emergency medical transportation, and specialty transport—allows business owners to cater to diverse patient needs and stand out in the market. Essential Steps: Conduct thorough market research, develop a solid business plan, and obtain necessary licenses and permits to lay a strong foundation for your business. Operational Setup: Choose appropriate vehicles, hire qualified staff, and implement safety protocols to ensure high-quality service and operational efficiency in your medical transportation business. Effective Marketing: Utilize online marketing strategies and build relationships with healthcare providers to enhance visibility and attract new customers. Financial Planning: Accurately estimate startup costs and explore various funding options, such as loans or grants, to secure the necessary capital for your business venture. Starting a medical transportation business can be a rewarding venture that meets a vital need in your community. With an aging population and increasing healthcare demands, the demand for reliable medical transport services is on the rise. You have the opportunity to make a significant impact by ensuring patients reach their appointments safely and on time. Navigating the logistics of this industry might seem daunting, but with the right knowledge and planning, you can establish a successful operation. From understanding the regulatory requirements to building a solid business plan, every step you take will help you create a service that not only generates profit but also enhances the quality of life for those you serve. Let’s dive into the essential steps to get your medical transportation business off the ground. Understanding The Medical Transportation Industry Understanding the medical transportation industry is crucial for entrepreneurs looking to start a successful business in this field. This sector not only meets the growing needs of an aging population but also plays a vital role in the overall healthcare system. Importance of Medical Transportation Medical transportation ensures patients reach their appointments safely and on time. This service is essential for individuals with mobility challenges, those requiring regular medical treatments, and transport to hospitals or rehabilitation centers. It contributes to better health outcomes, enhances patient satisfaction, and supports healthcare providers in delivering effective care. Entrepreneurs entering this market can make a meaningful impact by providing reliable transportation solutions. Types of Medical Transportation Services Different types of medical transportation services cater to various patient needs. Ambulance Services: Emergency transport for critical patients, equipped with medical staff and life support equipment. Non-Emergency Medical Transportation (NEMT): Designed for patients who require transportation to medical appointments but do not require emergency care, often including wheelchair-accessible vehicles. Ambulatory Transportation: Services that cater to patients who can walk but need assistance getting to and from healthcare facilities. Long-Distance Transportation: Necessary for patients traveling significant distances for specialized medical care, often involving coordination with other transport services. Specialty Transport: Tailored services for specific needs such as bariatric or pediatric patients, requiring specialized equipment or trained personnel. Evaluating the types of services you want to offer can refine your business model and foster deeper connections with your target audience. Understanding these services helps align your startup’s offerings with market demands, ultimately demonstrating your commitment to quality patient care and ensuring your venture’s success. Steps To Start A Medical Transportation Business Starting a medical transportation business requires careful planning and execution. Follow these essential steps to launch your venture successfully. Conduct Market Research Conduct market research to understand the demand for medical transportation services in your area. Analyze local demographics, including the aging population, and examine healthcare facilities to identify potential client bases. Research your competitors and their offerings to determine your unique selling proposition, enabling you to differentiate your services. Investigate pricing structures and reimbursement rates from insurance providers and government programs, including Medicare and Medicaid. Discover unmet needs, such as specialized transport for dialysis patients or wheelchair accessibility, to cater to niche markets and enhance your business model. Develop A Business Plan Develop a comprehensive business plan that outlines your vision and operational goals. The plan should include detailed strategies for marketing, financial projections, and competitive analysis. Clearly identify your target audience, focusing on their specific needs and preferences. Incorporate your growth strategy, customer acquisition plans, and potential partnerships. A solid business plan not only serves as a roadmap for your startup but also leads to easier access to funding options like loans or angel investors, ensuring your venture’s long-term viability. Obtain Necessary Licenses and Permits Obtain the necessary licenses and permits to operate legally within your state. Research the required legal structure for your business, whether it’s an LLC, sole proprietorship, or corporation. Ensure compliance with local regulations before launching your services. Seek legal advice to understand tax implications and licensing requirements specific to the medical transportation industry. By securing the appropriate permits, you position your business for credibility and operational success in the healthcare sector. Setting Up Your Operations Setting up your operations involves several critical steps, ensuring a solid foundation for your medical transportation business. Choosing the Right Vehicles Choosing the right vehicles directly affects your service quality and operational efficiency. Select vehicles that meet the specific needs of your target audience, whether they require basic transport or specialized equipment. For instance, ambulatory vehicles suffice for patients who can walk, whereas wheelchair-accessible vans or stretcher-equipped vehicles cater to those needing assistance. Consider fuel efficiency, maintenance costs, and comfort when making your choice. Properly equipped vehicles enhance patient safety and satisfaction. Hiring Qualified Staff Hiring qualified staff is essential for delivering quality service. Recruit drivers with experience in medical transportation, ensuring they possess the appropriate licenses and certifications. Prioritize candidates with strong communication skills and a compassionate attitude, as they interact directly with patients. Implement background checks to enhance safety and reliability. Training programs focused on customer service, medical protocols, and emergency procedures prepare your staff for the unique challenges of this industry. Implementing Safety Protocols Implementing safety protocols safeguards both patients and employees. Develop a set of standard operating procedures (SOPs) detailing vehicle maintenance, emergency response, and infection control practices. Regularly train your team on these protocols to maintain a high safety standard. Ensure proper insurance coverage protects against accidents and liabilities. Compliance with local regulations and frequent audits of safety measures reinforce your commitment to patient care and operational excellence. Marketing Your Medical Transportation Business Effective marketing strategies play a crucial role in establishing and growing your medical transportation business. Focusing on how to reach your target audience increases customer acquisition and builds brand awareness. Identifying Your Target Market Understanding your target audience is essential for marketing success. Consider demographics, including age, mobility issues, and frequency of medical appointments. Analyze the needs of specific groups, such as seniors or patients requiring regular treatment. Tailoring your services to meet these needs strengthens your business model and enhances customer satisfaction. Utilizing Online Marketing Strategies Leveraging online marketing strategies enhances your business visibility. Create a professional website that showcases your services, provides contact information, and includes customer testimonials. Implement SEO tactics to ensure your site ranks well on search engines. Utilize social media platforms for direct engagement with potential customers. Run targeted email marketing campaigns to keep your audience informed about services, special offers, and educational content related to medical transportation. Building Relationships with Healthcare Providers Fostering strong relationships with healthcare providers increases referral opportunities. Reach out to hospitals, clinics, nursing homes, and social service agencies to discuss collaboration. Offer to provide transportation services for patients needing assistance. Attend networking events to meet potential partners and gain insights into industry needs. Pursue mentorship from experienced professionals in the healthcare and transportation sectors for additional guidance. Financial Considerations Starting a medical transportation business involves several financial considerations that require careful planning. Understanding these financial aspects will help you position your venture for success. Estimating Startup Costs Estimating startup costs is crucial for your business plan. Key areas to address include: Vehicles: Reliable, accessible vans or minibuses cost between $16,000 and $83,000 each. Vehicles must comply with ADA regulations and include features like ramps and securements. Licensing and Permits: Budget approximately $1,000 to $3,000 on necessary licenses and permits, depending on your location. Legal advice about local regulations ensures compliance. Insurance: Comprehensive insurance coverage for your fleet and business typically ranges from $5,000 to $10,000 annually. This protects your venture against potential liabilities. Equipment: Additional equipment, like wheelchairs and oxygen tanks, adds to your initial costs. Factor these expenses when developing your financial projections. Funding Options for Your Business Funding your medical transportation business can come from various sources. Explore these options: Loans: Traditional lenders often provide loans for small businesses. Research local banks or credit unions that understand your industry. Angel Investors: Seek out investors looking for profitable ventures in the healthcare sector. A solid pitch highlighting your business model and growth strategy can attract interest. Business Grants: Investigate available grants specific to transportation or healthcare initiatives. These funds can provide financial support without repayment obligations. Crowdfunding: Platforms like Kickstarter or GoFundMe facilitate public funding. Utilize your network and online presence to promote your business idea and gather contributions. Choosing the right funding option aligns with your business goals and growth strategy. Keeping accurate financial records and managing cash flow is essential for long-term success. Conclusion Starting a medical transportation business can be a fulfilling journey that not only meets a vital need in your community but also offers you the chance to make a real difference in people’s lives. By taking the time to understand the industry and its requirements you position yourself for success. Focus on building a strong foundation through effective planning and operational strategies. Emphasizing quality service and safety will set you apart from the competition. As you navigate this rewarding venture remember that establishing relationships within the healthcare sector can significantly enhance your growth potential. With dedication and a clear vision you can create a thriving business that supports patients and contributes positively to the healthcare landscape. Frequently Asked Questions What is a medical transportation business? A medical transportation business provides transport services for patients, ensuring they reach medical appointments or emergencies safely. It caters to various needs, including ambulatory transport, non-emergency medical transportation (NEMT), and long-distance care. Why is medical transportation important? Medical transportation is crucial for an aging population and increasing healthcare demands. It allows patients to reach appointments safely, which contributes to timely healthcare and better outcomes. What licenses do I need to start a medical transportation business? Licensing requirements vary by state, but typically you will need a business license, specific transportation permits, and possibly a medical transportation certificate. It’s essential to check local regulations for compliance. How do I conduct market research for this business? To conduct market research, gather data on local demographics, analyze competitors, and assess demand for medical transportation services in your area. Surveys and community feedback can also provide valuable insights. What are the startup costs for a medical transportation business? Startup costs can range widely, typically from $16,000 to $83,000 for vehicles, plus an additional $1,000 to $3,000 for licenses and permits. Other expenses may include insurance and equipment costs. How can I market my medical transportation service? Effective marketing strategies include building a professional website, utilizing SEO tactics, engaging on social media, and networking with healthcare providers. Collaborating with hospitals can also increase referral opportunities. What types of services should I offer? Consider offering a variety of services such as emergency medical transport, non-emergency rides, long-distance travel, and specialty transport for specific patient needs. Tailoring your services to the community’s demands is key. How do I ensure safety in my medical transportation business? Implement safety protocols such as regular vehicle maintenance, training for staff, and emergency response procedures. These practices help ensure the safety of both patients and employees, maintaining compliance with regulations. What funding options are available for startup costs? Funding options include loans, angel investors, crowdfunding, and business grants. Choose a funding source that aligns with your business model and financial needs to ensure a stable launch. What are the key factors for success in this industry? Success factors include understanding regulatory requirements, developing a thorough business plan, choosing the right vehicles, hiring and training qualified staff, and effectively marketing your services to the target audience. Image Via Envato This article, "Essential Guide on How to Start a Medical Transportation Business Successfully" was first published on Small Business Trends View the full article

Key Takeaways Growing Demand: The medical transportation industry is expanding due to an aging population and increased healthcare needs, presenting a significant business opportunity. Service Types: Offering various services—such as ambulance transport, non-emergency medical transportation, and specialty transport—allows business owners to cater to diverse patient needs and stand out in the market. Essential Steps: Conduct thorough market research, develop a solid business plan, and obtain necessary licenses and permits to lay a strong foundation for your business. Operational Setup: Choose appropriate vehicles, hire qualified staff, and implement safety protocols to ensure high-quality service and operational efficiency in your medical transportation business. Effective Marketing: Utilize online marketing strategies and build relationships with healthcare providers to enhance visibility and attract new customers. Financial Planning: Accurately estimate startup costs and explore various funding options, such as loans or grants, to secure the necessary capital for your business venture. Starting a medical transportation business can be a rewarding venture that meets a vital need in your community. With an aging population and increasing healthcare demands, the demand for reliable medical transport services is on the rise. You have the opportunity to make a significant impact by ensuring patients reach their appointments safely and on time. Navigating the logistics of this industry might seem daunting, but with the right knowledge and planning, you can establish a successful operation. From understanding the regulatory requirements to building a solid business plan, every step you take will help you create a service that not only generates profit but also enhances the quality of life for those you serve. Let’s dive into the essential steps to get your medical transportation business off the ground. Understanding The Medical Transportation Industry Understanding the medical transportation industry is crucial for entrepreneurs looking to start a successful business in this field. This sector not only meets the growing needs of an aging population but also plays a vital role in the overall healthcare system. Importance of Medical Transportation Medical transportation ensures patients reach their appointments safely and on time. This service is essential for individuals with mobility challenges, those requiring regular medical treatments, and transport to hospitals or rehabilitation centers. It contributes to better health outcomes, enhances patient satisfaction, and supports healthcare providers in delivering effective care. Entrepreneurs entering this market can make a meaningful impact by providing reliable transportation solutions. Types of Medical Transportation Services Different types of medical transportation services cater to various patient needs. Ambulance Services: Emergency transport for critical patients, equipped with medical staff and life support equipment. Non-Emergency Medical Transportation (NEMT): Designed for patients who require transportation to medical appointments but do not require emergency care, often including wheelchair-accessible vehicles. Ambulatory Transportation: Services that cater to patients who can walk but need assistance getting to and from healthcare facilities. Long-Distance Transportation: Necessary for patients traveling significant distances for specialized medical care, often involving coordination with other transport services. Specialty Transport: Tailored services for specific needs such as bariatric or pediatric patients, requiring specialized equipment or trained personnel. Evaluating the types of services you want to offer can refine your business model and foster deeper connections with your target audience. Understanding these services helps align your startup’s offerings with market demands, ultimately demonstrating your commitment to quality patient care and ensuring your venture’s success. Steps To Start A Medical Transportation Business Starting a medical transportation business requires careful planning and execution. Follow these essential steps to launch your venture successfully. Conduct Market Research Conduct market research to understand the demand for medical transportation services in your area. Analyze local demographics, including the aging population, and examine healthcare facilities to identify potential client bases. Research your competitors and their offerings to determine your unique selling proposition, enabling you to differentiate your services. Investigate pricing structures and reimbursement rates from insurance providers and government programs, including Medicare and Medicaid. Discover unmet needs, such as specialized transport for dialysis patients or wheelchair accessibility, to cater to niche markets and enhance your business model. Develop A Business Plan Develop a comprehensive business plan that outlines your vision and operational goals. The plan should include detailed strategies for marketing, financial projections, and competitive analysis. Clearly identify your target audience, focusing on their specific needs and preferences. Incorporate your growth strategy, customer acquisition plans, and potential partnerships. A solid business plan not only serves as a roadmap for your startup but also leads to easier access to funding options like loans or angel investors, ensuring your venture’s long-term viability. Obtain Necessary Licenses and Permits Obtain the necessary licenses and permits to operate legally within your state. Research the required legal structure for your business, whether it’s an LLC, sole proprietorship, or corporation. Ensure compliance with local regulations before launching your services. Seek legal advice to understand tax implications and licensing requirements specific to the medical transportation industry. By securing the appropriate permits, you position your business for credibility and operational success in the healthcare sector. Setting Up Your Operations Setting up your operations involves several critical steps, ensuring a solid foundation for your medical transportation business. Choosing the Right Vehicles Choosing the right vehicles directly affects your service quality and operational efficiency. Select vehicles that meet the specific needs of your target audience, whether they require basic transport or specialized equipment. For instance, ambulatory vehicles suffice for patients who can walk, whereas wheelchair-accessible vans or stretcher-equipped vehicles cater to those needing assistance. Consider fuel efficiency, maintenance costs, and comfort when making your choice. Properly equipped vehicles enhance patient safety and satisfaction. Hiring Qualified Staff Hiring qualified staff is essential for delivering quality service. Recruit drivers with experience in medical transportation, ensuring they possess the appropriate licenses and certifications. Prioritize candidates with strong communication skills and a compassionate attitude, as they interact directly with patients. Implement background checks to enhance safety and reliability. Training programs focused on customer service, medical protocols, and emergency procedures prepare your staff for the unique challenges of this industry. Implementing Safety Protocols Implementing safety protocols safeguards both patients and employees. Develop a set of standard operating procedures (SOPs) detailing vehicle maintenance, emergency response, and infection control practices. Regularly train your team on these protocols to maintain a high safety standard. Ensure proper insurance coverage protects against accidents and liabilities. Compliance with local regulations and frequent audits of safety measures reinforce your commitment to patient care and operational excellence. Marketing Your Medical Transportation Business Effective marketing strategies play a crucial role in establishing and growing your medical transportation business. Focusing on how to reach your target audience increases customer acquisition and builds brand awareness. Identifying Your Target Market Understanding your target audience is essential for marketing success. Consider demographics, including age, mobility issues, and frequency of medical appointments. Analyze the needs of specific groups, such as seniors or patients requiring regular treatment. Tailoring your services to meet these needs strengthens your business model and enhances customer satisfaction. Utilizing Online Marketing Strategies Leveraging online marketing strategies enhances your business visibility. Create a professional website that showcases your services, provides contact information, and includes customer testimonials. Implement SEO tactics to ensure your site ranks well on search engines. Utilize social media platforms for direct engagement with potential customers. Run targeted email marketing campaigns to keep your audience informed about services, special offers, and educational content related to medical transportation. Building Relationships with Healthcare Providers Fostering strong relationships with healthcare providers increases referral opportunities. Reach out to hospitals, clinics, nursing homes, and social service agencies to discuss collaboration. Offer to provide transportation services for patients needing assistance. Attend networking events to meet potential partners and gain insights into industry needs. Pursue mentorship from experienced professionals in the healthcare and transportation sectors for additional guidance. Financial Considerations Starting a medical transportation business involves several financial considerations that require careful planning. Understanding these financial aspects will help you position your venture for success. Estimating Startup Costs Estimating startup costs is crucial for your business plan. Key areas to address include: Vehicles: Reliable, accessible vans or minibuses cost between $16,000 and $83,000 each. Vehicles must comply with ADA regulations and include features like ramps and securements. Licensing and Permits: Budget approximately $1,000 to $3,000 on necessary licenses and permits, depending on your location. Legal advice about local regulations ensures compliance. Insurance: Comprehensive insurance coverage for your fleet and business typically ranges from $5,000 to $10,000 annually. This protects your venture against potential liabilities. Equipment: Additional equipment, like wheelchairs and oxygen tanks, adds to your initial costs. Factor these expenses when developing your financial projections. Funding Options for Your Business Funding your medical transportation business can come from various sources. Explore these options: Loans: Traditional lenders often provide loans for small businesses. Research local banks or credit unions that understand your industry. Angel Investors: Seek out investors looking for profitable ventures in the healthcare sector. A solid pitch highlighting your business model and growth strategy can attract interest. Business Grants: Investigate available grants specific to transportation or healthcare initiatives. These funds can provide financial support without repayment obligations. Crowdfunding: Platforms like Kickstarter or GoFundMe facilitate public funding. Utilize your network and online presence to promote your business idea and gather contributions. Choosing the right funding option aligns with your business goals and growth strategy. Keeping accurate financial records and managing cash flow is essential for long-term success. Conclusion Starting a medical transportation business can be a fulfilling journey that not only meets a vital need in your community but also offers you the chance to make a real difference in people’s lives. By taking the time to understand the industry and its requirements you position yourself for success. Focus on building a strong foundation through effective planning and operational strategies. Emphasizing quality service and safety will set you apart from the competition. As you navigate this rewarding venture remember that establishing relationships within the healthcare sector can significantly enhance your growth potential. With dedication and a clear vision you can create a thriving business that supports patients and contributes positively to the healthcare landscape. Frequently Asked Questions What is a medical transportation business? A medical transportation business provides transport services for patients, ensuring they reach medical appointments or emergencies safely. It caters to various needs, including ambulatory transport, non-emergency medical transportation (NEMT), and long-distance care. Why is medical transportation important? Medical transportation is crucial for an aging population and increasing healthcare demands. It allows patients to reach appointments safely, which contributes to timely healthcare and better outcomes. What licenses do I need to start a medical transportation business? Licensing requirements vary by state, but typically you will need a business license, specific transportation permits, and possibly a medical transportation certificate. It’s essential to check local regulations for compliance. How do I conduct market research for this business? To conduct market research, gather data on local demographics, analyze competitors, and assess demand for medical transportation services in your area. Surveys and community feedback can also provide valuable insights. What are the startup costs for a medical transportation business? Startup costs can range widely, typically from $16,000 to $83,000 for vehicles, plus an additional $1,000 to $3,000 for licenses and permits. Other expenses may include insurance and equipment costs. How can I market my medical transportation service? Effective marketing strategies include building a professional website, utilizing SEO tactics, engaging on social media, and networking with healthcare providers. Collaborating with hospitals can also increase referral opportunities. What types of services should I offer? Consider offering a variety of services such as emergency medical transport, non-emergency rides, long-distance travel, and specialty transport for specific patient needs. Tailoring your services to the community’s demands is key. How do I ensure safety in my medical transportation business? Implement safety protocols such as regular vehicle maintenance, training for staff, and emergency response procedures. These practices help ensure the safety of both patients and employees, maintaining compliance with regulations. What funding options are available for startup costs? Funding options include loans, angel investors, crowdfunding, and business grants. Choose a funding source that aligns with your business model and financial needs to ensure a stable launch. What are the key factors for success in this industry? Success factors include understanding regulatory requirements, developing a thorough business plan, choosing the right vehicles, hiring and training qualified staff, and effectively marketing your services to the target audience. Image Via Envato This article, "Essential Guide on How to Start a Medical Transportation Business Successfully" was first published on Small Business Trends View the full article

We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. If you’re looking to beef up your home security, the Ring Floodlight Cam Wired Plus is currently down to $119.99 on Amazon, the lowest price it's hit according to price trackers. Ring Floodlight Cam Wired Plus $119.99 at Amazon /images/amazon-prime.svg $179.99 Save $60.00 Get Deal Get Deal $119.99 at Amazon /images/amazon-prime.svg $179.99 Save $60.00 This is a hardwired unit, so you’ll need to factor in a bit of installation effort (or call in a professional), but once it’s up and running, it feels like a solid, set-it-and-forget-it kind of system. The image quality holds up OK (sharp enough to recognize faces and details within a few meters) with its 1080p resolution, especially during the day. At night, the two 2,000-lumen floodlights really help it punch above its weight in visibility, illuminating a wide 270-degree area if positioned right. When motion is picked up, you'll immediately receive a phone alert. From there, you can view a live feed, speak to whomever’s at the door, or hit the built-in 105dB siren if things feel sketchy. You can also customize motion detection zones through the app to avoid constant alerts from things like passing cars or neighborhood dogs. The two-way audio is clear enough for short conversations, though there’s reportedly a bit of lag due to wifi or mobile network delays. Alexa users will especially appreciate the integration—it lets you call up live feeds on an Echo Show or get motion alerts through voice announcements. That said, the big thing to know is that while the camera works out of the box, recorded footage is only available if you subscribe to a Ring Home plan. That’s $4.99/month for one device, which gives you 180 days of video history, person alerts, and more. If you plan on expanding to multiple Ring devices, the $9.99 or $19.99/month tiers might be worth it. That’s a recurring cost you’ll want to factor in. If you're the type who only wants live viewing and real-time alerts without saving video, this might not matter. But if you ever need to review a package theft or suspicious activity, you’ll want that cloud history. View the full article

Clients and stakeholders often ask, “How long till my website (page) ranks on top of Google?” You could say “it depends” and give a lecture on all the variables like quality of the content, website strength, resources, competition… or you…Read more ›View the full article

U.S. President Donald The President’s plan to accept a $400 million airplane from Qatar raises a raft of questions about the scope of laws that relate to gifts from foreign governments and are intended to thwart corruption and improper influence, legal experts said. Below is a look at some of the laws and legal precedents: WHAT DOES THE U.S. CONSTITUTION SAY? There are two provisions in the U.S Constitution that place restrictions on the president receiving an emolument, or gift, from foreign governments or from federal or state governments. One provision states that Congress must approve any gift from a “King, Prince, or foreign State” to an elected official in the United States. The other, referred to as the “domestic” emoluments clause, prohibits the president from receiving a gift beyond salary for the job. Congress has expressly approved gifts from foreign governments in the past. In 1877, Congress accepted the Statue of Liberty as a gift from France. The foreign emoluments clause did not bar President Barack Obama in 2009 from receiving the Nobel Peace Prize, which included $1.4 million in cash, without congressional consent. A memo from the Department of Justice’s Office of Legal Counsel determined the prize did not violate the Constitution because the Norwegian Nobel Committee is not a “King, Prince, or foreign State.” Obama donated the money to charity. WHO CAN ENFORCE THE PROVISIONS? That’s unclear, and the Supreme Court has not addressed the question, according to a report by the Congressional Research Service. Legal experts said members of Congress, U.S. states and even potentially some private businesses could try to sue the president if they believe a gift violates the foreign Emoluments Clause, but they face challenges. U.S. courts require plaintiffs to have legal “standing” to bring claims, meaning they must be the proper party to bring the case, which is a threshold issue for any litigation to advance. WHAT HAVE U.S. COURTS SAID ABOUT EMOLUMENTS? Until The President’s first term, there had not been substantial litigation over the clauses, and even the meaning of the term “emolument” is a matter of legal dispute. Democratic members of Congress sued The President in 2017 after his global businesses allegedly received payments from foreign governments, including when Kuwait hosted an event at the The President International Hotel in Washington. That case was dismissed by the U.S. Court of Appeals for the District of Columbia, which said the 215 members of Congress lacked standing to sue as an institution because they did not comprise a majority. Republicans controlled both houses of Congress at the time, as they do now. The U.S. Supreme Court declined in October 2020 to review that ruling. Attorneys general for Maryland and the District of Columbia also jointly brought an emoluments cases related to The President’s businesses during his first term. Their case was dismissed by a panel of three judges, appointed by Republican presidents, of the U.S. Court of Appeals for the 4th Circuit, also for a lack of standing. The U.S. Court of Appeals for the Second Circuit determined in 2019 that restaurants and hotels in New York and Washington had standing to bring an emoluments lawsuit claiming they were harmed by The President’s competing businesses. The case was dismissed without addressing the merits when The President left office after losing his the 2020 election. DO OTHER U.S. LAWS GOVERN FOREIGN GIFTS? The Foreign Gifts and Decorations Act sets requirements for gifts and allows the president to keep any that are worth less than $480. Gifts worth more than $480 may be accepted on behalf of United States, which retains ownership. Presidents are allowed to keep gifts above the threshold level if they reimburse the government for the fair market cost. —Mike Scarcella and Tom Hals, Reuters View the full article

Tariff policies could cause ‘enormous’ damage, $73bn firm says in letter to investorsView the full article

Is network is theoretically perfect but your Wi-Fi is still slow or keeps disconnecting? NetAlly has the analyser for you. The post NetAlly introduces new USB-based tri-band spectrum analyser for handheld testers appeared first on Wi-Fi NOW Global. View the full article

One Year Since the Relaunch of the World’s Longest Invoice, Nonpayment Remains a National Crisis One year ago, we relaunched the World’s Longest Invoice to shine a light on one of the most pervasive issues facing independent workers. Since then, the numbers have only grown and they tell a sobering story. In just twelve months, over 1000 freelancers from 44 states have added their names and invoices to the campaign. Together, they’ve reported more than $7.4 million in unpaid wages. These aren’t edge cases or one-off mistakes. They’re evidence of a system that continues to allow clients to delay, avoid, or deny payment with little consequence. Freelancers from nearly every industry have participated—graphic designers, film editors, rideshare drivers, writers, musicians, consultants, and more. Nonpayment is not confined to a niche. It cuts across sectors, locations, and experience levels. The result is always the same. The work gets done. The check never arrives. One in three freelancers has dealt with nonpayment, and many never see a dime. Too often, there's no contract, no accountability, and no consequence for clients who simply disappear when the invoice arrives. We launched the original World’s Longest Invoice campaign in 2014 to expose the scale of this exploitation. That campaign helped drive the historic passage of the Freelance Isn’t Free Act in New York City. Since then, the movement has spread. Freelance protection laws are now active in: New York City, New York State, Minneapolis, Los Angeles, Seattle, Columbus, Illinois and California. These laws mandate written contracts, require timely payment, prohibit retaliation, and provide real enforcement mechanisms. They recognize what freelancers have always known—that nonpayment is wage theft, plain and simple. But freelancers in most of the country still have no legal shield. That’s unacceptable. Right now, bills have been introduced in Georgia, New Hampshire, Kansas, Missouri, and Washington State, but have yet moved forward. We need lawmakers to act. And we need our community to raise their voices. The World’s Longest Invoice isn’t just a public awareness tool. It’s a living document. We use it to educate lawmakers, rally support, and fight for protections in every state. Every submission adds power to our movement. Every unpaid invoice is another call to action. If you've done the work and never been paid, you're not alone and you're not powerless. Add your invoice. Share your story. Let’s make this impossible to ignore. freelancersunion.org/longest-invoiceView the full article

One Year Since the Relaunch of the World’s Longest Invoice, Nonpayment Remains a National Crisis One year ago, we relaunched the World’s Longest Invoice to shine a light on one of the most pervasive issues facing independent workers. Since then, the numbers have only grown and they tell a sobering story. In just twelve months, over 1000 freelancers from 44 states have added their names and invoices to the campaign. Together, they’ve reported more than $7.4 million in unpaid wages. These aren’t edge cases or one-off mistakes. They’re evidence of a system that continues to allow clients to delay, avoid, or deny payment with little consequence. Freelancers from nearly every industry have participated—graphic designers, film editors, rideshare drivers, writers, musicians, consultants, and more. Nonpayment is not confined to a niche. It cuts across sectors, locations, and experience levels. The result is always the same. The work gets done. The check never arrives. One in three freelancers has dealt with nonpayment, and many never see a dime. Too often, there's no contract, no accountability, and no consequence for clients who simply disappear when the invoice arrives. We launched the original World’s Longest Invoice campaign in 2014 to expose the scale of this exploitation. That campaign helped drive the historic passage of the Freelance Isn’t Free Act in New York City. Since then, the movement has spread. Freelance protection laws are now active in: New York City, New York State, Minneapolis, Los Angeles, Seattle, Columbus, Illinois and California. These laws mandate written contracts, require timely payment, prohibit retaliation, and provide real enforcement mechanisms. They recognize what freelancers have always known—that nonpayment is wage theft, plain and simple. But freelancers in most of the country still have no legal shield. That’s unacceptable. Right now, bills have been introduced in Georgia, New Hampshire, Kansas, Missouri, and Washington State, but have yet moved forward. We need lawmakers to act. And we need our community to raise their voices. The World’s Longest Invoice isn’t just a public awareness tool. It’s a living document. We use it to educate lawmakers, rally support, and fight for protections in every state. Every submission adds power to our movement. Every unpaid invoice is another call to action. If you've done the work and never been paid, you're not alone and you're not powerless. Add your invoice. Share your story. Let’s make this impossible to ignore. freelancersunion.org/longest-invoiceView the full article

Even the most old-school PPC managers can’t deny it anymore: Performance Max is capable of amazing things. It does require a certain level of setup (like good-quality data inputs) and a different mindset than Search and Shopping, but it’s no longer the struggling tech we knew from the beta four years ago. Let me give you an example. Years ago, when working with retailers selling products from many different brands, you’d typically make a separate Shopping campaign for each one. Try that with Performance Max, and you’ll force it into doing something it’s not built for. And performance certainly won’t be at max. Consolidation is the name of the game here. Performance will take off if you leverage its machine learning and smart algorithms, especially if you want it to become the incremental giant it’s capable of being. But carry forward your habits from the more granular campaign types, and Performance Max’s algorithmic nature will punish you. Here’s everything you need to know about Google’s Performance Max campaign so that you can keep those needles moving in the right direction in 2025 and beyond. What is Performance Max? Performance Max in Google Ads is the culmination of everything that makes the world’s largest search engine special. Years of collecting data on people’s browsing and purchasing behavior have allowed Google to create a campaign that’s tailored to individual searches. Rather than placing ads in specific inventory types – like search results or product listings – Performance Max allows advertisers to upload all types of assets and access all of Google’s ad placements from one campaign. That includes: Text. Videos. Feeds. Images. After being released to limited accounts during its alpha (2020) and beta (2021) stages, Performance Max rolled out to the wider Google Ads community in 2022 ahead of the peak shopping season. Since then, Google has continued to support Performance Max by releasing new features, including brand exclusions and asset group-level reporting. Dig deeper: 5 ways to get the most from Performance Max in 2025 What makes Performance Max powerful? Google intended Performance Max to be an all-in-one campaign type capable of serving the needs of as many advertisers as possible. Here are some of the defining features that make that possible. Targeting capabilities Keywords, audiences, and product feeds remain the backbone of campaign targeting. This is no different when it comes to Performance Max, but what sets this campaign apart is how those three elements behave and work together. While it will quickly bypass any initial settings you give it in pursuit of the best conversions, Performance Max starts on better footing when you apply these from day one. Audience signals Use these to tell Performance Max what kind of users you want to show your ads to – but remember, it won’t be those exact people. For example, uploading your customer list as an audience signal doesn’t mean your ad will show to them (or even to others like them), but as a jumping-off point for its own targeting. Keywords Performance Max will quickly begin targeting broad queries not directly related to your initial targeting intent (based on custom intent audiences, product data feed, and website URL). While the absence of negative keywords can be frustrating, it’s likely you’ll still capture opportunities you didn’t consider. Performance Max can also analyze custom intent audiences you build from keywords. Product feed As always, a strong data feed is critical to success with Shopping campaigns. Without an optimized product feed, Google won’t know which queries to show your products for. Throw in a robust feed, and you will capture opportunities you didn’t even consider because of how Performance Max branches off from your initial path. Bid management Performance Max uses Smart Bidding to set cost-per-click (CPC) bids, which effectively means that advertisers have two options when it comes to bid strategies: Maximize conversions with an optional CPA target. Maximize conversion value with an optional ROAS target. For this to work optimally, your account needs a sizable amount of historical data that Google can use to determine what’s worked best in the past. I typically recommend that newer accounts begin with Search or Standard Shopping to gather data, only switching over to Performance Max after maxing out impression share and building a steady stream of conversions. Complex auctions and intent matching Google has a massive store of data on how people behave online. Smart Bidding analyzes over 70 million signals in near real-time (actually a tenth of a second), but we never see those data points. A certain amount of trust in the system is required for this to work, but do that, and you’ll get the results you want. Consider 100 people searching for the same exact query. Not only will each person be in a different part of the buying journey, but their unique histories will influence factors like how quickly they might convert. The system will try to find those people most likely to convert during that search. For ecommerce, fill those data feeds out with the right information – keywords in titles and descriptions, product categorization, and so on. This will allow you to appear in as many searches as possible, irrespective of whether somebody is “window shopping” or ready to buy. New customer acquisition and brand exclusions Performance Max has long since allowed advertisers to target net new revenue by bidding higher for new acquisitions. It now allows brand exclusions to better control when your ads show for branded queries. These features may not be as important for smaller advertisers, but larger brands looking to scale can now tell the system to focus on more valuable opportunities. When used together, these features can significantly alter the speed and profitability of a scaling process. Thanks to asset group-level reporting rolling out to many accounts, we can use these for segmentation more effectively. When we see that certain product segments – brand, category, individual products – are not getting traction or not performing as well, we exclude them and: Put them in a new Performance Max campaign to force it to spend. Or go back to Standard Shopping. Think of it as pruning your campaigns for what’s not getting traffic or converting well. Dig deeper: How to think about brand exclusions for Performance Max Dynamic Search Google lets advertisers upgrade Dynamic Search campaigns into Performance Max. Remember, the capability has always existed, but you now have a one-click option. But with Dynamic Search likely to be next on the chopping block and deprecated in the near future – remember, Local and Smart Shopping campaigns already rolled into Performance Max – now is the right time to start testing it through Performance Max. Search terms visibility and negative keywords Newly released in 2024 and 2025, respectively, the ability to add negative keywords to Performance Max campaigns and greater search term visibility allow advertisers and account managers to further sculpt the type of traffic they receive. Additionally, last year’s updates to query matching and brand controls provide some indication of how keywords will evolve. Learn more about how each of the changes affects PPC advertisers and agencies, and how they give us clues into Google’s future direction for paid keywords and targeting. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. What sets Performance Max apart from other Google Ads campaigns? Let’s look at a few characteristics that set Performance Max apart from its more placement-specific counterparts. Inventory and ad spend Bidding and budgeting can only be done at a campaign level, which is familiar enough. Where it gets tricky is that Performance Max doesn’t show you exactly where it spent your money, and this ties in closely with reporting capabilities. But while you’re buying traffic on inventories that may not typically have the quality of Search and Shopping, Performance Max is still only targeting people likely to convert. Additionally, some industries have a very high cost per click, and Performance Max can really decrease overall costs by looking outside that bubble. Another thing to remember is that Performance Max is front-loaded in terms of expenses. Be sure to factor in the cost of data gathering during the learning period of a new campaign. If you have a new account, this will take longer than the usual three to six weeks. But as you build historical data and get better results, subsequent campaigns should exit the learning period faster and bring costs down, allowing you to free up your budget to bid more aggressively or capture more conversions. Reporting Reports in Performance Max can be seen at the campaign and asset group levels, and you can find those right in the Reporting tab inside Google Ads. But I’ve spoken to several people who don’t ever navigate to where you can build custom reports based on landing page, placements, location, time of day, or products in your data feed. You can also analyze what proportion of your ad spend is data-feed-driven and what is creative-driven. We’re also big fans of the Insights tab, which Google has revamped (update still rolling out). You used to only be able to look back to 7 and 28 days, but now you can choose any time frame and download keywords. There’s a lot of good data in there, so don’t neglect it! Transparency You can use third-party scripts to determine where your ads are going, but I tend to avoid that. The campaign is either performing or not. When it isn’t, you can pull levers to try something different. With Performance Max, you can’t decide when or where your ad shows up – only nudge and guide the algorithm. You also lose the ability to see more granular keywords, instead getting access to keyword themes. I think accepting this is fundamental to success with Performance Max. But while you can’t see your ad placements, there is an account-level placement report with impression data. Unfortunately, this doesn’t give you a breakdown of cost and revenue. Keep in mind that the goal of all of this is to move to a format similar to Advantage Plus on Facebook, which only surfaces data that you can act on. Control Many people think Performance Max is a “set it and forget it” campaign. Not really. You have control, but it’s very different from what we’ve become accustomed to with other campaigns. You program the system to do what you used to do yourself, so you can focus on the decisions machines can’t make. What that comes down to in Performance Max is: Ad copy. Creatives. Audience signals. Data feeds. Bid strategies. Budgets. Campaign structure. Don’t think of it as taking one step back, but stepping back to see the big picture. That being said, there are a variety of new capabilities for advertiser control, including: Campaign-level negative keywords (self-serve beta). Impression share reports for Search and Shopping ads. Asset coverage reports and recommendations for underperforming asset groups. Target pacing insights for CPA and ROAS goals. Continued rollout of asset-level conversion metrics. Involvement How active do you need to be with Performance Max? Remember: Your goal is to guide the machine, nudge it in the right direction, and ensure it doesn’t veer off course. Part of that is learning how to tame those compulsive feelings that making changes is the only way to feel involved. Maybe it’s because your clients keep asking why you only made two changes last month. But with Performance Max, sometimes that’s all you have to do. Instead, your involvement skews toward monitoring and big-picture changes. You set things up, step back, and allow the campaign to run. You keep an eye on things while working behind the scenes. Focus on making sure any first-party data is clean and accurate, that you’re integrated with a CRM (for lead generation), and improving landing page content – things that impact profitability and efficiency. Incrementality Accounts that successfully use Performance Max don’t treat it as a replacement for conventional campaigns, but as a method of finding incremental opportunities or experimenting with different control levers. Because Performance Max is built specifically to go beyond the confines of its parameters and look for opportunities that you normally would not have considered, it’s a wonderful way to tap into demand channels that you otherwise may have ignored. Performance Max in action: Sample campaign structures Setting up a Performance Max campaign can be tricky if you don’t know what you’re doing. Here are some examples of how I’ve built campaigns for different types of accounts. Ecommerce In ecommerce, there are generally two types of advertisers: Sells own brand These accounts typically lead with paid social, spending as much as 70-80% of their total advertising budget on platforms like Facebook and TikTok. Google might even be an afterthought. These are the brands where Performance Max with creative assets tends to work particularly well for the same reasons the brand works on paid social. Sells multiple brands For retailers selling hundreds of different brands or thousands of products – we have clients whose catalogs have hundreds of thousands of SKUs – it’s really about showing up at the very bottom of the funnel, so these accounts lead with Google Ads. We typically avoid creative assets and focus more on the “Smart Shopping” approach, which reduces the significance of audience signals and ad copy. Instead, we focus almost entirely on getting the data feed in near-perfect shape. Lead generation For lead generation accounts, we typically begin with Search to build up conversion data and volume – two critical components of making Performance Max work. Once that’s achieved, we move to Performance Max, splitting asset groups by offering and location. This allows the system to target the right people in the right places so that a New Jersey plumber doesn’t get leads from Glasgow. If your service is offered virtually or globally, you could omit the location split and just go by offering alone. It’s vital to include some type of spam filter (like a reCAPTCHA), or low-quality leads will plague you. Ideally, you should also be feeding offline conversions and conversion values back into Google so that it can identify future leads based on data from your complete sales cycle. Verdict: The pros and cons of Performance Max I’m bullish on Performance Max, but it’s not a perfect campaign. Here’s what I admire about it and a few things I wish Google would improve. Pro: It lets you scale beyond intent Let’s say you’re targeting a market with limited search volume, but you really want to test opportunities beyond that limit. Performance Max can use its data signals to find people who might not be searching for your bottom-funnel keywords but will become potential customers based on interest. Performance Max is a full-funnel campaign, so it will find people it thinks are likely to convert based on all those millions of data signals and then pull them down the customer journey. This is probably Performance Max’s biggest advantage. Not having the ability to set bids at the asset group level is a major drawback, and I understand why many PPC folks are frustrated with the obfuscation of search term data. That said – and this could be a mentality issue – does all the other stuff matter? Shouldn’t we be figuring out how to get the most out of this toolbox instead of how to hack it? The whole idea of bidding with a ROAS target is that you don’t need to look at negative keywords. If it’s not hitting your target, it shouldn’t get that traffic. I get that people want to be able to check the system quickly, especially when smaller budgets are involved, but patience goes a long way toward understanding Performance Max’s true capabilities. Con: It can be expensive at the start Like a rocket ship, Performance Max can take you to places you never imagined – at the cost of a slow and expensive takeoff. Getting somewhere meaningful can take three to six weeks, and that period can be pricey on the front end. Google monitors behavior rather than optimizing for conversions, so you’re spending considerably more for far fewer conversions than usual. It takes clear communication and honest expectation-setting to convince clients and bosses that this is necessary to adapt to the modern avatar of Google Ads. Pro: It’s a great way to try new campaign types. For brands that are not ready to go all in on something untested like YouTube, Performance Max is a good way to test how that new media works. Google claims that performance is better when routed through Performance Max, which it typically is. Their official figure is an average gain of 18%, but your mileage may vary. Con: It’s not as easy as Google says it is Performance Max is really not as simple as it seems. While there will always be a place for PPC managers, this also means that we have to put in the effort to stay on top of things. To get Performance Max right, you need nuance, patience, and persistence. Many marketers test it and give up after a few weeks because it doesn’t move in the right direction. This is shortsighted but understandable. Pro: It refreshes your marketing priorities Performance Max forces PPC managers to think more like marketers than strictly media buyers. I love the ability to go beyond Search for people who are not equipped to manage Discovery, YouTube, Display, and those more niche networks. This makes it a great way to scale beyond your capabilities without needing a high level of expertise. What happens is you’ll reach the audience that you have, but who might not necessarily be on the network you’ve been advertising on. Google has made this process uncomplicated. Con: Its recommendations are far from ideal I’m always cautious of Google’s recommendations. Too many people don’t realize what they’re signing up for. On the surface, they appear to be things that you wouldn’t think of. But they can have deeper effects, so use them with caution. Insights is a good place to get ideas, especially since you don’t have to act on them right away and can instead consider the risk-to-reward ratio. Like everything else in Performance Max, it is very much “eyes on, hands off”: Don’t make changes just to make changes. Have a goal in mind for each specific change. Know what you hope to accomplish, so there’s something to measure. Pro: It’s a reminder that we’re still needed People are worried that Google wants to cut out agencies and experts, but Performance Max only reinforces the fact that PPC managers aren’t going anywhere. Our role has changed, and it will change further, but the average business owner cannot optimally run Performance Max from day one. And if there’s anything more difficult than running a Performance Max campaign, it’s fixing one riddled with mistakes. Whether you’re building from the ground up or fixing what’s broken, you’ll always be around and needed. Should you run a Performance Max campaign? Performance Max is a great option to have. But it’s just that: an option. You don’t have to use it. In some cases, you probably shouldn’t. Which accounts benefit from Performance Max Previously, the downside and complexity of making Performance Max work for lead-gen far outweighed its benefits. This has changed, and while it’s not flawless – spam and algorithm issues persist – it can deliver strong results when paired with good inputs like qualified lead lists and pipeline data. Highly competitive mass retail products – think digital cameras and televisions – can work well on the feed side. Maybe skip the creative assets and use Performance Max a little differently than it was intended. If your account is rich with historical data – and in the case of lead generation, strong first-party data inputs and outputs – you’ll have a much easier time with Performance Max. Bigger budgets and high monthly conversions are valuable enough that they give you a bit of a pass when it comes to the more common mistakes. High spenders with demand typically get the most out of Performance Max. Which accounts are better off with other campaign types Brand new accounts – in both new and existing businesses – will struggle with Performance Max right off the bat. You certainly can use it, but know it’s always more effective once you have historical data. Ecommerce accounts that neglect their product feed will find themselves spending more than they need to. Way more. Lead generation accounts that don’t have high-quality data inputs and outputs – lead qualification, CRM or IVR integrations, spam guards, offline conversions – should stick to Search campaigns. Smaller budgets and limited monthly conversions (typically under 30) will probably never gather enough data to make Performance Max worthwhile. Legal restrictions can throttle success. These teams don’t like not knowing which headline will show up with which description or point to which landing page. If you press ahead, theme your asset groups as tightly as possible, and you should be fine. Special case: Regulated industries Disclaimer: This is informed speculation. Accounts advertising things like pharmaceuticals and medical services (think detoxification and rehabilitation) aren’t allowed to retarget users. Performance Max offers a way around that because you aren’t targeting specific people, but the system probably will anyway. As long as the proper teams can approve your ad copy and creatives, it really shouldn’t pose any problems. Best practices: How to set up, optimize, monitor, and report on Performance Max Ready to create and run your first Performance Max campaign? Have an active one but are unsure how to study or optimize performance? These resources might help. Pre-launch checklist My team has had access to Performance Max campaigns since Google Ads released it in beta, so we’ve had years to refine our go-live process. Follow along with this detailed walkthrough to maximize your performance with Performance Max with everything you need to know to set up for success. Dig deeper: How to set up Performance Max campaigns the right way Optimization stage While there aren’t many levers to directly optimize Performance Max campaigns, that doesn’t mean you can’t shape them. Instead, your job is to guide the system governing your campaigns. Here’s a detailed walkthrough of what you can (and should) do to drive better performance. Dig deeper: How to improve your performance in Performance Max Monitoring stage Extracting data and insights from Performance Max can be frustrating, but it’s getting better thanks to features like asset group reporting. Use these tips and tricks to guide your reporting and monitoring process. Dig deeper: How to maximize insights from Performance Max Underrated tips and tricks Ecommerce and lead-generation accounts must approach Performance Max very differently – but what does that mean exactly? These guides will show you how to avoid repeating some serious mistakes that advertisers have made with their Performance Max campaigns. Read more: How to avoid 7 mistakes that tank retail Performance Max campaigns Why Performance Max for lead generation often fails and how to make it work View the full article

National parks posting thirst traps on TikTok was not on anyone’s 2025 bingo card. Recently, a Yellowstone National Park fan account has gone viral for pairing clips of adult entertainers and shirtless celebrities with sweeping shots of the park’s natural beauty. In one viral video with 6.8 million views, social media star Thoren Bradley peels off his shirt just before the footage cuts to a serene alpine lake. In the comments, Bradley enthusiastically consents to being used for views to raise awareness for national parks. Another video, which has 6.1 million views, features actor Jason Momoa holding up an ice cream bar and asking, “Bite her or lick her?” The scene cuts to Yellowstone’s Painted Pots. One hashtag ensures it lands with the intended demographic: #momsover30. “Big fan of this campaign,” one user commented. “ParkTok has officially gone harder than BookTok,” wrote another. Johnathon Caine, an adult entertainer on OnlyFans, says he’s gained a wave of new subscribers since the Yellowstone account began using his content. In one video, Caine recalls being off-grid in the mountains when his phone suddenly blew up with national park mentions. “I’m happy that my TikToks can direct attention to the parks in a time of need after the NPS funding got cut. That’s wonderful,” Caine said in the post, adding, “whoever is running the Yellowstone National Park TikTok page . . . how you doing?” Contrary to popular belief, @visit.yellowstone is not the national park’s official social media account. As for who’s behind it? The only hint in the bio is that the creator is happily married and just “obsessed” with Yellowstone. The account has since inspired a number of copycat pages, including one for Yosemite National Park, Olympic National Park, Mount Rainier National Park, and the Appalachian Trail. “Do you like your national parks big or on the smaller side?” a Yosemite fan account posted suggestively. “Is it possible for a national park to be too big?” This playful, provocative strategy comes as President Donald The President’s proposed budget slashes more than $1 billion from the National Park Service. Earlier this spring, the department also shuttered the National Park Service Academy, a program that connected young adults from diverse backgrounds with summer jobs in the parks. While the identities and intentions behind the viral TikTok accounts remain unclear, their approach is unmistakably drawing attention to U.S. national parks. As one commenter put it: “Someone’s boss said fine if we don’t get government support make us TikTok famous and we will support our damn selves.” Official national parks social media managers, take note. View the full article

We may earn a commission from links on this page. Kitchen appliances seem to gain more and more functionality each year, and with that, the lines can blur. Two appliances that might seem similar and equally capable (some look nearly identical) are the juicer and blender, but they’re actually quite different. Before you start shopping, consider the differences between these machines. It’s pretty likely that one will serve you better than the other. How does a juicer work?A juicer, as its name implies, is specifically and exclusively for producing juice from whatever you cram inside. Typically, that means fruits and vegetables. Some juicers are simple handheld machines without the need of a motor, but I’m referring to the electric variety. Most models have a similar setup: a tank on top where you load the food, a base that is equally as large as (if not larger than) the top where the controls and engine are located, a spout for the juice to come out, and a container or spout where the fruit and vegetable fiber collects. Beyond that, there are two types of juicer you should know about: the masticating juicer and the centrifugal juicer. Masticating juicers“Masticate” is a posh way to say “chew.” (It makes me think of Michael Caine analyzing Sandra Bullock eating a steak in Miss Congeniality.) Chewing is exactly what a masticating juicer does. Produce is loaded into the tank, and a mechanism, usually an auger (a spiral ramp for smashing) slowly grinds the plants into a fibrous pulp against a sieve. The juice and some small bits of fiber are pressed through the screen, and the rest of the plant gets left behind for you to discard later. Masticating juicers can also be called “slow juicers” or "cold press juicers" because they take longer to do their work than the centrifugal juicers do. The slow speed ensures your juice never heats up against the mechanism. (Heat can damage vitamin and mineral potency in your juice.) The high-powered pressing produces a juice with some fibrous bits in it and is more likely to result in a thicker, foamier drink that doesn’t separate. For these reason, cold juicing is often preferable and touted for holding onto more nutrients. Additionally, masticating juicers are quiet due to their slow and steady mechanism. Before you head off to the store or click “check out,” note that all of these benefits come with a heavy price tag. Masticating juicers are expensive. I’ve never seen one retailing for under $100, and they’re often several hundred bucks. Ninja JC151 Cold Press Juicer $149.99 at Amazon /images/amazon-prime.svg Shop Now Shop Now $149.99 at Amazon /images/amazon-prime.svg Centrifugal juicersA centrifugal juicer produces juice by slicing at high speeds. I can see this variety being the easiest to confuse with a blender. Instead of grinding and pressing, the produce is chopped into tiny bits against a spinning dial. The circular motion shoots the particles and juice against a conical-shaped screen. The free-flying juice goes out the spout and the fiber is retained in a separate container. The high speed cutting of this type of juicer produces heat, and for juice fanatics this can be a deal-breaker. Active enzymes in fresh juice can begin to break down when heated. However, enzymes don’t begin to break down under 104°F. Though it's within the realm of possibility, I would be surprised if the juice could stay at that temperature for long enough to largely reduce the benefits. If you’re worried about it, maybe use fridge-cold produce to keep the temperature lower. Hamilton Beach Juicer $65.27 at Amazon /images/amazon-prime.svg Shop Now Shop Now $65.27 at Amazon /images/amazon-prime.svg Centrifugal juicers are louder than masticating juicers, and the type of juice is prone to separation overnight, but their affordable price range might be worth it. (Also, shaking separated juice to redistribute the solids isn’t hard to do.) You can find centrifugal juicers ranging from $49 and up. How does a blender differ from a juicer? Credit: Allie Chanthorn Reinmann Blenders might look similar to juicers—a loading tank on top and a large base with buttons—but they’re not the same. While juicers juice, you guessed it, blenders blend. The purpose of a blender is to combine all of the ingredients that go in to create a homogeneous consistency. That might be creating a thick paste like peanut butter, emulsifying mayonnaise, blending a chunky pico de gallo, meal prepping baby food, or whipping up a fruit smoothie. Blenders are versatileNot only do blenders chop up produce, but they’ll work with almost anything as long as the blades can catch it. Simply load the food into the container, and press the button for your desired blending speed. There is a small, central, rotating blade at the bottom of the tall container that will finely chop the food items you tossed inside. The powerful motor allows for a range of blade speeds, usually from low to high. Depending on how powerful the motor is, you can put whole fruits in some blenders and it’ll take them down to smooth liquids. A bowl of potato soup I made using my blender. Credit: Allie Chanthorn Reinmann However, that’s where the similarities end with blenders and juicers. There is no screen to separate the juice from the fiber. Everything that goes into the tank comes out as one homogeneous consistency. Blenders aren't cheap either. You can find cheap ones, but I've always found there's a huge quality jump between ones under $65 and those starting around $99. This usually reflects the motor's power, but presets, and other bells and whistles can come into play with more expensive models. If you're blending soft foods, you can get away with a less powerful, cheaper machine. If you're frequently taking fibrous things down to a smooth paste or liquid then you'll need more power, and that comes with a higher price tag. I've been most impressed with the Vitamix Ascent X5. This machine has totally knocked my socks off. I've made silky peanut butter and smoothies where you can't find a shred of spinach intact—but it retails for $750. Read here for the full review. Vitamix E310 Explorian Blender $299.95 at Amazon /images/amazon-prime.svg $379.95 Save $80.00 Get Deal Get Deal $299.95 at Amazon /images/amazon-prime.svg $379.95 Save $80.00 For a more reasonable price, I suggest the E310 model which is still expensive, but nearly half the price of the Ascent X5 and offers almost the same blending power. Another reputable blender in an even cheaper price bracket is the Breville Fresh and Furious blender which retails for $199.95. Which one is best for you?Now that I’ve pulled back the curtain on how juicers and blenders serve different purposes, choosing the right machine should be easy. Juicers are specialists and they’re good at their job. If you’re in need of juices on a regular basis, then you need a juicer. Whether it’s a masticating or centrifugal juicer, it’s up to your preference and how much you’re willing to spend. Consider the noise of the machine, your budget, and if you like a thin or slightly thicker juice consistency. I consider blenders to be more of a kitchen tool than specialty equipment. If you enjoy fruit smoothies, hot blended soups, or you make blender-crêpes every Saturday, then you’ll love a high-powered blender. Regardless of which one fits your lifestyle best, after a week with your new appliance, you won't know how you lived without it. View the full article

The stock price of UnitedHealth Group (NYSE: UNH) is sinking yet again this morning after reports that the private healthcare company is now under criminal investigation by the Department of Justice (DOJ) over possible Medicare fraud. The company says it has not been notified by the DOJ about the alleged investigation, which was reported by the Wall Street Journal. As of the time of this writing, UNH shares are currently down over 6% to $289.20 per share in premarket trading. UNH shares have not seen that low since 2020. Before today’s premarket fall, UNH shares had already been hammered since 2025 began. The stock closed at $308 yesterday, marking a more than 39% decline since the year began. Over the past six months, UNH stock had fallen 48% as of yesterday’s close. However, a majority of the stock’s fall has happened in the past five days. As of yesterday’s close, the stock was down more than 21% over the period—and today’s further fall is only adding to its losses. Here are three reasons why UNH shares have fallen this week, including the latest news about the reported DOJ criminal investigation. CEO Andrew Witty abruptly steps down On Tuesday, UnitedHealth Group investors were hit with a double whammy of bad news, which sent the stock tumbling as much as 18% that day. The first bit of that bad news was the announcement that UnitedHealth Group CEO Andrew Witty was abruptly stepping down from his role as chief executive. Witty had been in the role since 2021 and was a leader whom investors adored. During his tenure, shares in UnitedHealth Group had soared more than 60%. However, after the killing of UnitedHealthcare CEO Brian Thompson in December 2024—and the glee with which many Americans reacted to it—Witty wrote a much-maligned op-ed in the New York Times. Witty was criticized as being out of touch with the negative experiences of customers who have been denied coverage for critical and sometimes lifesaving health procedures. Announcing Witty’s immediate departure on Monday, UnitedHealth Group did not give any detailed explanation of the unexpected move. The company merely said that Witty was stepping down for personal reasons. When a CEO abruptly leaves a company, it can make investors nervous. And nervous investors often sell, which is what happened on Tuesday after the announcement of Witty’s departure. However, Witty’s departure isn’t the only thing that sent UNH shares falling 18% that day. UnitedHealth Group suspends 2025 outlook Also announced on Tuesday was that UnitedHealth Group had decided to suspend its 2025 outlook. When a company suspends its fiscal outlook, it’s a sign to investors that it does not have a lot of confidence in its financial projections for the next year. This uncertainty makes investors nervous and is another reason why the stock plummeted 18% on Tuesday. The reason UnitedHealth Group gave for suspending its 2025 outlook was due to the fact that medical costs for the company’s new Medicare Advantage customer base were higher than expected. Announcing the suspension of its 2025 outlook, UnitedHealth Group’s new CEO, Stephen Hemsley, said he was “deeply disappointed in and apologize for the performance setbacks we have encountered from both external and internal challenges.” The suspension of the 2025 outlook followed a cut that UnitedHealth Group made to its 2025 outlook last month. That cut came after the company missed its quarterly earnings expectations for the first time in more than 10 years. Rumored DOJ criminal investigation Investors were surely hoping yesterday that the worst news for UnitedHealth Group this week was behind it. After the 18% drop in UNH shares on Tuesday, UnitedHealth Group’s stock price closed down just over 1% yesterday—a sign the bleeding had mostly stopped. But now UNH shares are down more than 6% this morning in premarket trading after the Wall Street Journal reported that UnitedHealth Group is now under a criminal investigation by the Department of Justice over possible Medicare fraud. The Journal was light on details in what the alleged criminal allegations covered, saying “the exact nature of the potential criminal allegations against UnitedHealth is unclear,” but it added that it was focused “on the company’s Medicare Advantage business practices.” The Journal’s reporting of a criminal investigation follows a February report from the paper in which it said that UnitedHealth Group was facing an investigation from the DOJ over its Medicare billing practices. Insurers get paid lump sums from the government via the Medicare Advantage system, and if patients have certain conditions, those lump-sum payments could be higher. In its February report, the Journal reported that “Doctors said UnitedHealth . . . trained them to document revenue-generating diagnoses, including some they felt were obscure or irrelevant.” It added, “The company also used software to suggest conditions and paid bonuses for considering the suggestions, among other tactics, according to the doctors.” At the time, UnitedHealth Group called the Journal’s report “misinformation.” Reached for comment about the Journal‘s latest report, UnitedHealth Group referred Fast Company to a statement published on its website: “We have not been notified by the Department of Justice of the supposed criminal investigation reported, without official attribution, in the Wall Street Journal today. The WSJ’s reporting is deeply irresponsible, as even it admits that the ‘exact nature of the potential criminal allegations is unclear.’ We stand by the integrity of our Medicare Advantage program.” Fast Company has also reached out to the DOJ for comment. We will update this post if we hear back. View the full article

The U.S. Supreme Court is poised on Thursday to consider Donald The President’s attempt to broadly enforce his executive order to limit birthright citizenship, a move that would affect thousands of babies born each year as the Republican president seeks a major shift in how the U.S. Constitution has long been understood. The justices are scheduled to hear arguments on the administration’s emergency request to scale back injunctions issued by federal judges in Maryland, Washington and Massachusetts blocking The President’s directive nationwide. The judges found The President’s order likely violates citizenship language in the U.S. Constitution’s 14th Amendment. The case is unusual in that the administration has used it to argue that federal judges lack the authority to issue nationwide, or “universal,” injunctions, and have asked the justices to rule that way and enforce The President’s directive even without weighing its legal merits. The President’s order was challenged by Democratic attorneys general from 22 states as well as individual pregnant immigrants and immigrant rights advocates. His administration is seeking to narrow the injunctions to apply only to the individual plaintiffs and the 22 states, if the justices find the states have the required legal standing to sue. That could allow the policy to take effect in the 28 states that did not sue, aside from any plaintiffs living in those states. The President signed his order, a key part of his hardline approach toward immigration, on January 20, his first day back in office. It directed federal agencies to refuse to recognize the citizenship of U.S.-born children who do not have at least one parent who is an American citizen or lawful permanent resident. The court has a 6-3 conservative majority, including three justices appointed by The President during his first term as president. The plaintiffs argued that The President’s directive violated the 14th Amendment, which long has been understood to confer citizenship on almost anyone born on U.S. soil. The 14th Amendment’s citizenship clause states that all “persons born or naturalized in the United States, and subject to the jurisdiction thereof, are citizens of the United States and of the state wherein they reside.” The administration contends that the citizenship clause does not extend to immigrants in the country illegally or immigrants whose presence is lawful but temporary, such as university students or those on work visas. The Justice Department has argued that these people are not subject to the “political jurisdiction” of the United States because their primary allegiance is to foreign countries. Automatic birthright citizenship encourages illegal immigration and “birth tourism” by expectant mothers traveling the United States to give birth and secure citizenship for their children, the Justice Department said. Universal injunctions have become increasingly contentious and have been opposed in recent years by both Republican and Democratic administrations. Judges often have impeded The President’s aggressive use of executive orders and other initiatives this year, sometimes employing universal injunctions. The plaintiffs and other critics have said The President’s directive is the quintessential example of a case in which judges should retain the power to issue universal relief, even if that power is curtailed by the Supreme Court. The 14th Amendment overrode an infamous 1857 Supreme Court decision called Dred Scott v. Sandford that had denied citizenship to Black people and helped fuel the Civil War. An 1898 U.S. Supreme Court ruling in a case called United States v. Wong Kim Ark long has been interpreted as guaranteeing that children born in the United States to non-citizen parents are entitled to American citizenship. The President’s Justice Department has argued that the court’s ruling in that case was narrower, applying to children whose parents had a “permanent domicile and residence in the United States.” —Andrew Chung, John Kruzel, Reuters View the full article

Key Takeaways Understanding the Lead Generation Funnel: Recognize the stages of the lead generation funnel—Awareness, Interest, Consideration, Intent, Evaluation, and Action—to effectively guide potential customers through their buying journey. Role of Social Media: Social media enhances brand visibility and fosters engagement with potential leads, serving as a critical tool in attracting and nurturing customers at each stage of the funnel. Strategic Content Sharing: Utilize diverse content types, such as videos and blogs, along with relevant hashtags, to boost engagement and reach on platforms like Instagram, Facebook, and LinkedIn. Paid Advertising Benefits: Implement targeted social media ads to enhance audience reach and engagement, with A/B testing and clear calls to action to optimize ad performance. Measuring Success: Monitor key performance indicators (KPIs) such as engagement rate, conversion rate, and social media ROI to evaluate and refine your social media strategies effectively. Utilizing Analytics Tools: Leverage tools like Google Analytics and Hootsuite to track engagement metrics and refine your social media efforts for improved lead generation outcomes. In today’s digital landscape, social media isn’t just a platform for sharing updates; it’s a powerful tool in your lead generation funnel. With billions of users scrolling through their feeds daily, it offers a unique opportunity to connect with potential customers at various stages of their buying journey. Understanding how to leverage these platforms can significantly enhance your marketing strategy. Imagine transforming casual interactions into meaningful relationships. By strategically using social media, you can attract, engage, and nurture leads, guiding them seamlessly from awareness to conversion. This article will delve into the vital role social media plays in each stage of the lead generation funnel, helping you harness its full potential for your business. Understanding Lead Generation Funnel The lead generation funnel consists of several stages that guide potential customers from initial awareness to final conversion. Comprehending this funnel is crucial for small businesses, as it helps in utilizing social media effectively to attract and nurture leads. Stages of the Lead Generation Funnel Awareness: At this stage, potential customers discover your brand through social media platforms like Facebook, Instagram, LinkedIn, and Twitter. Engaging content, such as videos and storytelling posts, captures attention and introduces users to your products or services. Using targeted ads and relevant hashtags improves visibility. Interest: Once awareness is established, users seek more information. Here, you can maximize engagement through informative posts, blogs, and social media ads. Content creation strategies, like user-generated content, showcase real-life applications of your offerings, sparking interest. Consideration: Leads evaluate their options during this stage. Community management through interactive social media campaigns, such as Facebook groups or Instagram stories, engages them further. Highlight customer feedback and reviews to build trust and reinforce your brand’s credibility. Intent: Leads exhibit clear intent to purchase. Personalized outreach through social media messaging or retargeting ads on platforms like TikTok and Instagram engages leads meaningfully. Audience targeting and optimized social media posts play a critical role here. Evaluation: Potential customers compare your offerings with competitors. Providing valuable resources, such as how-to guides or webinars, can sway their decision. Maintain brand consistency across social media channels to create a cohesive experience that reinforces your value proposition. Action: This final stage culminates in a purchase. Implementing social media analytics tools allows you to track conversions and refine your strategy. Effective calls to action in your posts and ads can drive users to your website or landing page, facilitating the purchase process. Importance of Each Stage Each stage of the lead generation funnel is vital for nurturing leads and converting them into customers. The awareness stage introduces your brand and establishes a connection, while the interest stage builds curiosity. Consideration helps differentiate your offerings, and intent solidifies the potential customer’s desire to buy. Evaluation ensures your brand stands out, leading to the crucial action stage where sales occur. Optimizing your social media strategy at each point in the funnel enhances your overall lead generation efforts. By understanding these stages and tailoring your approach, you can effectively turn social media followers into loyal customers, boosting your small business’s online presence and revenue. The Role of Social Media in Lead Generation Funnel Social media plays a vital role in guiding potential customers through the lead generation funnel, from awareness to conversion. For small businesses, leveraging social media platforms enhances your visibility and fosters meaningful engagement with your audience. Building Brand Awareness Social media is essential for building brand awareness. You can introduce your small business to potential customers using various strategies: Post engaging content tailored to your audience on platforms like Instagram, Facebook, and Twitter. Utilize hashtags relevant to your niche to expand your organic reach. Create visuals, such as videos and infographics, that highlight your offerings and address customer pain points. Implement social media ads to target broader demographics and boost your brand’s visibility through paid promotions. Engaging with Potential Leads Engagement is crucial in transforming casual interactions into lasting relationships. Your social media strategy should incorporate: Community management to respond to inquiries on platforms like Facebook groups and Twitter, fostering customer interaction. User-generated content where your audience shares experiences and reviews, enhancing authenticity. Consistent storytelling through social media posts, reinforcing your brand voice and values. Analytics tools to monitor engagement rates and guide content creation, allowing you to refine your approach based on audience feedback. These tactics not only improve your online presence but also guide potential leads through the various stages of the lead generation funnel, ultimately leading to increased conversions and brand loyalty. Strategies for Leveraging Social Media Social media presents small businesses with unique opportunities for lead generation. By implementing effective strategies, you can enhance brand awareness and engage potential customers at different stages of the lead generation funnel. Content Sharing Techniques Content sharing plays a crucial role in attracting and retaining your audience. Create diverse content types, such as blog posts, videos, and Instagram stories, to reach different segments of your audience. Use platforms like Facebook, LinkedIn, and TikTok to share visual content that captures attention and encourages interactions. Incorporate relevant hashtags to improve organic reach and visibility, allowing you to connect with a broader audience. Schedule your social media posts with a content calendar to maintain brand consistency and ensure timely engagement. Monitor social media analytics to measure content performance, adjusting your strategy based on audience feedback and engagement rates. Utilizing Paid Advertising Paid social advertising provides a powerful boost for small business social media strategies. Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options that allow you to reach specific demographics, enhancing audience targeting. Develop visually appealing social media ads that resonate with your brand voice and include clear calls to action. Use A/B testing to optimize ad performance and allocate budget effectively. Analyze the ROI of your paid ads using social media monitoring tools to refine your approach continuously. Engaging in influencer marketing can also amplify your reach, as influencers can introduce your brand to their followers, driving traffic and potential leads. Measuring Success in the Lead Generation Funnel Measuring success in your lead generation funnel provides insights into the effectiveness of your social media efforts. Focusing on specific metrics helps you understand audience engagement and tailor your social media strategy accordingly. Key Performance Indicators Utilizing key performance indicators (KPIs) tracks your social media marketing success. Consider these essential KPIs: Engagement Rate: Measures interactions such as likes, shares, and comments compared to your total follower count. Conversion Rate: Evaluates the percentage of social media traffic that completes a desired action, like signing up for a newsletter or making a purchase. Click-through Rate (CTR): Determines the percentage of users who click on your social media posts leading to your website. Follower Growth Rate: Assesses how quickly your social media followers increase over time, reflecting brand awareness and reach. Social Media ROI: Calculates the return on investment for your social media campaigns, helping you gauge financial effectiveness. Regularly monitoring these KPIs enhances your ability to adjust tactics and maximizes your social media growth. Tools for Tracking Engagement Employing the right tools streamlines tracking engagement on your social media channels. Consider using these effective social media tools: Google Analytics: Offers comprehensive data on website traffic from social media platforms, including user demographics and behavior. Hootsuite: Provides social media scheduling and analytics, allowing you to create a content calendar and monitor posts’ performance across multiple platforms. Sprout Social: Delivers in-depth analytics on engagement rates, follower growth, and social media campaigns. Buffer: Facilitates social media scheduling and provides insights into post performance, helping optimize your content sharing. Facebook Insights & Twitter Analytics: These built-in tools analyze engagement metrics, such as reach and audience interaction, for your posts. Using these tools helps you refine strategies, enhance customer interaction, and improve your social media presence for greater conversion success. Conclusion Harnessing the power of social media in your lead generation funnel can significantly enhance your business’s potential. By strategically engaging with your audience at each stage of their journey you can foster connections that lead to conversions. Utilizing the right platforms and content types allows you to capture attention and build trust. Don’t underestimate the impact of analytics in refining your approach and measuring success. With the right strategies in place you can transform casual followers into loyal customers while boosting your brand’s online presence and revenue. Embrace social media as a vital component of your lead generation efforts and watch your business thrive. Frequently Asked Questions What is the role of social media in lead generation? Social media serves as a powerful tool for lead generation, allowing businesses to connect with potential customers at various stages of their buying journey. It can transform casual interactions into meaningful relationships, guiding leads from awareness to conversion. How does the lead generation funnel work? The lead generation funnel consists of six stages: Awareness, Interest, Consideration, Intent, Evaluation, and Action. Each stage is crucial for nurturing leads and converting them into customers, allowing businesses to engage prospects strategically. What strategies can enhance brand awareness? To enhance brand awareness, businesses should post engaging content, utilize relevant hashtags, create eye-catching visuals, and implement social media ads. Consistent storytelling and user-generated content also play vital roles in capturing audience attention. How can businesses measure social media success? Businesses can measure social media success by tracking key performance indicators (KPIs) like engagement rate, conversion rate, click-through rate, and follower growth rate. Tools like Google Analytics and Hootsuite help streamline tracking efforts for better insights. Why is engagement important in social media marketing? Engagement builds trust and fosters relationships with potential customers. Active communication through community management and feedback encourages loyalty, making it easier to guide leads through the conversion funnel effectively. What platforms are best for visual content sharing? Platforms like Facebook, LinkedIn, and TikTok are ideal for sharing visual content. These platforms support various formats, such as blog posts, videos, and Instagram stories, making it easier to engage with audiences effectively. How does paid advertising fit into lead generation? Paid advertising enhances audience targeting and expands reach, allowing businesses to promote specific products or services effectively. It also facilitates A/B testing to optimize ad performance, ensuring better returns on investment. What are some key tools for tracking social media metrics? Key tools for tracking social media metrics include Google Analytics, Hootsuite, Sprout Social, and Buffer. These tools provide valuable insights into engagement and help refine social media strategies for better results. Image Via Envato This article, "Unlocking the Role of Social Media in Your Lead Generation Funnel for Business Success" was first published on Small Business Trends View the full article

Key Takeaways Understanding the Lead Generation Funnel: Recognize the stages of the lead generation funnel—Awareness, Interest, Consideration, Intent, Evaluation, and Action—to effectively guide potential customers through their buying journey. Role of Social Media: Social media enhances brand visibility and fosters engagement with potential leads, serving as a critical tool in attracting and nurturing customers at each stage of the funnel. Strategic Content Sharing: Utilize diverse content types, such as videos and blogs, along with relevant hashtags, to boost engagement and reach on platforms like Instagram, Facebook, and LinkedIn. Paid Advertising Benefits: Implement targeted social media ads to enhance audience reach and engagement, with A/B testing and clear calls to action to optimize ad performance. Measuring Success: Monitor key performance indicators (KPIs) such as engagement rate, conversion rate, and social media ROI to evaluate and refine your social media strategies effectively. Utilizing Analytics Tools: Leverage tools like Google Analytics and Hootsuite to track engagement metrics and refine your social media efforts for improved lead generation outcomes. In today’s digital landscape, social media isn’t just a platform for sharing updates; it’s a powerful tool in your lead generation funnel. With billions of users scrolling through their feeds daily, it offers a unique opportunity to connect with potential customers at various stages of their buying journey. Understanding how to leverage these platforms can significantly enhance your marketing strategy. Imagine transforming casual interactions into meaningful relationships. By strategically using social media, you can attract, engage, and nurture leads, guiding them seamlessly from awareness to conversion. This article will delve into the vital role social media plays in each stage of the lead generation funnel, helping you harness its full potential for your business. Understanding Lead Generation Funnel The lead generation funnel consists of several stages that guide potential customers from initial awareness to final conversion. Comprehending this funnel is crucial for small businesses, as it helps in utilizing social media effectively to attract and nurture leads. Stages of the Lead Generation Funnel Awareness: At this stage, potential customers discover your brand through social media platforms like Facebook, Instagram, LinkedIn, and Twitter. Engaging content, such as videos and storytelling posts, captures attention and introduces users to your products or services. Using targeted ads and relevant hashtags improves visibility. Interest: Once awareness is established, users seek more information. Here, you can maximize engagement through informative posts, blogs, and social media ads. Content creation strategies, like user-generated content, showcase real-life applications of your offerings, sparking interest. Consideration: Leads evaluate their options during this stage. Community management through interactive social media campaigns, such as Facebook groups or Instagram stories, engages them further. Highlight customer feedback and reviews to build trust and reinforce your brand’s credibility. Intent: Leads exhibit clear intent to purchase. Personalized outreach through social media messaging or retargeting ads on platforms like TikTok and Instagram engages leads meaningfully. Audience targeting and optimized social media posts play a critical role here. Evaluation: Potential customers compare your offerings with competitors. Providing valuable resources, such as how-to guides or webinars, can sway their decision. Maintain brand consistency across social media channels to create a cohesive experience that reinforces your value proposition. Action: This final stage culminates in a purchase. Implementing social media analytics tools allows you to track conversions and refine your strategy. Effective calls to action in your posts and ads can drive users to your website or landing page, facilitating the purchase process. Importance of Each Stage Each stage of the lead generation funnel is vital for nurturing leads and converting them into customers. The awareness stage introduces your brand and establishes a connection, while the interest stage builds curiosity. Consideration helps differentiate your offerings, and intent solidifies the potential customer’s desire to buy. Evaluation ensures your brand stands out, leading to the crucial action stage where sales occur. Optimizing your social media strategy at each point in the funnel enhances your overall lead generation efforts. By understanding these stages and tailoring your approach, you can effectively turn social media followers into loyal customers, boosting your small business’s online presence and revenue. The Role of Social Media in Lead Generation Funnel Social media plays a vital role in guiding potential customers through the lead generation funnel, from awareness to conversion. For small businesses, leveraging social media platforms enhances your visibility and fosters meaningful engagement with your audience. Building Brand Awareness Social media is essential for building brand awareness. You can introduce your small business to potential customers using various strategies: Post engaging content tailored to your audience on platforms like Instagram, Facebook, and Twitter. Utilize hashtags relevant to your niche to expand your organic reach. Create visuals, such as videos and infographics, that highlight your offerings and address customer pain points. Implement social media ads to target broader demographics and boost your brand’s visibility through paid promotions. Engaging with Potential Leads Engagement is crucial in transforming casual interactions into lasting relationships. Your social media strategy should incorporate: Community management to respond to inquiries on platforms like Facebook groups and Twitter, fostering customer interaction. User-generated content where your audience shares experiences and reviews, enhancing authenticity. Consistent storytelling through social media posts, reinforcing your brand voice and values. Analytics tools to monitor engagement rates and guide content creation, allowing you to refine your approach based on audience feedback. These tactics not only improve your online presence but also guide potential leads through the various stages of the lead generation funnel, ultimately leading to increased conversions and brand loyalty. Strategies for Leveraging Social Media Social media presents small businesses with unique opportunities for lead generation. By implementing effective strategies, you can enhance brand awareness and engage potential customers at different stages of the lead generation funnel. Content Sharing Techniques Content sharing plays a crucial role in attracting and retaining your audience. Create diverse content types, such as blog posts, videos, and Instagram stories, to reach different segments of your audience. Use platforms like Facebook, LinkedIn, and TikTok to share visual content that captures attention and encourages interactions. Incorporate relevant hashtags to improve organic reach and visibility, allowing you to connect with a broader audience. Schedule your social media posts with a content calendar to maintain brand consistency and ensure timely engagement. Monitor social media analytics to measure content performance, adjusting your strategy based on audience feedback and engagement rates. Utilizing Paid Advertising Paid social advertising provides a powerful boost for small business social media strategies. Platforms like Facebook, Instagram, and LinkedIn offer targeted advertising options that allow you to reach specific demographics, enhancing audience targeting. Develop visually appealing social media ads that resonate with your brand voice and include clear calls to action. Use A/B testing to optimize ad performance and allocate budget effectively. Analyze the ROI of your paid ads using social media monitoring tools to refine your approach continuously. Engaging in influencer marketing can also amplify your reach, as influencers can introduce your brand to their followers, driving traffic and potential leads. Measuring Success in the Lead Generation Funnel Measuring success in your lead generation funnel provides insights into the effectiveness of your social media efforts. Focusing on specific metrics helps you understand audience engagement and tailor your social media strategy accordingly. Key Performance Indicators Utilizing key performance indicators (KPIs) tracks your social media marketing success. Consider these essential KPIs: Engagement Rate: Measures interactions such as likes, shares, and comments compared to your total follower count. Conversion Rate: Evaluates the percentage of social media traffic that completes a desired action, like signing up for a newsletter or making a purchase. Click-through Rate (CTR): Determines the percentage of users who click on your social media posts leading to your website. Follower Growth Rate: Assesses how quickly your social media followers increase over time, reflecting brand awareness and reach. Social Media ROI: Calculates the return on investment for your social media campaigns, helping you gauge financial effectiveness. Regularly monitoring these KPIs enhances your ability to adjust tactics and maximizes your social media growth. Tools for Tracking Engagement Employing the right tools streamlines tracking engagement on your social media channels. Consider using these effective social media tools: Google Analytics: Offers comprehensive data on website traffic from social media platforms, including user demographics and behavior. Hootsuite: Provides social media scheduling and analytics, allowing you to create a content calendar and monitor posts’ performance across multiple platforms. Sprout Social: Delivers in-depth analytics on engagement rates, follower growth, and social media campaigns. Buffer: Facilitates social media scheduling and provides insights into post performance, helping optimize your content sharing. Facebook Insights & Twitter Analytics: These built-in tools analyze engagement metrics, such as reach and audience interaction, for your posts. Using these tools helps you refine strategies, enhance customer interaction, and improve your social media presence for greater conversion success. Conclusion Harnessing the power of social media in your lead generation funnel can significantly enhance your business’s potential. By strategically engaging with your audience at each stage of their journey you can foster connections that lead to conversions. Utilizing the right platforms and content types allows you to capture attention and build trust. Don’t underestimate the impact of analytics in refining your approach and measuring success. With the right strategies in place you can transform casual followers into loyal customers while boosting your brand’s online presence and revenue. Embrace social media as a vital component of your lead generation efforts and watch your business thrive. Frequently Asked Questions What is the role of social media in lead generation? Social media serves as a powerful tool for lead generation, allowing businesses to connect with potential customers at various stages of their buying journey. It can transform casual interactions into meaningful relationships, guiding leads from awareness to conversion. How does the lead generation funnel work? The lead generation funnel consists of six stages: Awareness, Interest, Consideration, Intent, Evaluation, and Action. Each stage is crucial for nurturing leads and converting them into customers, allowing businesses to engage prospects strategically. What strategies can enhance brand awareness? To enhance brand awareness, businesses should post engaging content, utilize relevant hashtags, create eye-catching visuals, and implement social media ads. Consistent storytelling and user-generated content also play vital roles in capturing audience attention. How can businesses measure social media success? Businesses can measure social media success by tracking key performance indicators (KPIs) like engagement rate, conversion rate, click-through rate, and follower growth rate. Tools like Google Analytics and Hootsuite help streamline tracking efforts for better insights. Why is engagement important in social media marketing? Engagement builds trust and fosters relationships with potential customers. Active communication through community management and feedback encourages loyalty, making it easier to guide leads through the conversion funnel effectively. What platforms are best for visual content sharing? Platforms like Facebook, LinkedIn, and TikTok are ideal for sharing visual content. These platforms support various formats, such as blog posts, videos, and Instagram stories, making it easier to engage with audiences effectively. How does paid advertising fit into lead generation? Paid advertising enhances audience targeting and expands reach, allowing businesses to promote specific products or services effectively. It also facilitates A/B testing to optimize ad performance, ensuring better returns on investment. What are some key tools for tracking social media metrics? Key tools for tracking social media metrics include Google Analytics, Hootsuite, Sprout Social, and Buffer. These tools provide valuable insights into engagement and help refine social media strategies for better results. Image Via Envato This article, "Unlocking the Role of Social Media in Your Lead Generation Funnel for Business Success" was first published on Small Business Trends View the full article

To help you with that, I looked at some of the best PPC tools and picked nine that stand out for their focus, features, and value, especially for teams looking to level up without blowing the budget. This stack is…Read more ›View the full article

We may earn a commission from links on this page. As a marathon runner, I've always taken a minimalist (read: cheap) approach to my gear. But when it comes to properly investing in—and maybe even splurging on—running gear, nothing is more important than your shoes. According to Jessica Lyons-Quirk, director of footwear merchandising at Road Runner Sports, wearing proper footwear is crucial for staying injury-free: "The biggest thing about injuries and foot health is that you need to be in the right shoe for your foot—every foot is different." So as you're racking up miles and incorporating different types of runs into your training, is one pair of sneakers really getting the job done? After all, different running activities place unique demands on your feet and body. Long, slow runs stress your feet differently than explosive track workouts or technical trail runs. But do you really need different shoes for different types of runs? From cushioned trainers to minimalist racers, here's how many shoes you actually need. Different shoes for different runsAlternating or "rotating" shoes gives each pair time to decompress and dry out between runs. Plus, since different shoes stress your muscles and joints in slightly different ways, it helps reduce repetitive strain. And anecdotally, I appreciate the mental shift that comes with a shoe rotation. Changing shoes gives me a sort of psychological transition between easy runs and hard efforts. For distance running, I need a shoe that focuses on cushioning and support. Long-run shoes typically feature: More substantial midsole cushioning to absorb impact over many miles Higher stack heights (the distance between your foot and the ground) More durable materials to withstand extended wear Balanced stability features to maintain proper form as fatigue sets in These design elements help protect your joints from the repetitive impact of logging serious mileage. Lyons-Quirk's go-to recommendation for max cushion is the the ASICS GEL-Nimbus 27: "The softness of both the upper and midsole make this shoe pure magic to run in." If you're looking for a deal, since that Asics Gel Nimbus 27 was released this year at $165, you can bet that the Asics Gel Nimbus 26 just got way more affordable. ASICS Women's Gel-Nimbus 27 $159.00 at Amazon /images/amazon-prime.svg Shop Now Shop Now $159.00 at Amazon /images/amazon-prime.svg ASICS Men's Gel-Nimbus 27 $164.95 at Amazon /images/amazon-prime.svg Shop Now Shop Now $164.95 at Amazon /images/amazon-prime.svg When doing intervals, tempo runs, or racing, different qualities become important: Lighter weight to reduce energy expenditure Responsive, often firmer cushioning that returns energy more efficiently Lower stack heights for better ground feel and stability Racing-specific features, like carbon plates These shoes sacrifice some cushioning and durability, but they're lightweight so you can feel like you're flying as fast as you can. Currently, I'm rocking the Brooks Ghost 16—they're the most worn pair you can see in the photo above. Brooks Women’s Ghost 16 $109.95 at Amazon /images/amazon-prime.svg $139.95 Save $30.00 Shop Now Shop Now $109.95 at Amazon /images/amazon-prime.svg $139.95 Save $30.00 Brooks Men’s Ghost 16 $109.95 at Amazon /images/amazon-prime.svg $139.95 Save $30.00 Shop Now Shop Now $109.95 at Amazon /images/amazon-prime.svg $139.95 Save $30.00 Is a shoe rotation really necessary?Despite these benefits, not everyone needs multiple specialized pairs. UESCA certified running coach James Rodgers says if you're just getting started, you don't have to invest in multiple pairs. Instead, "having one properly fitted pair to suit you and the majority of your runs would be fine." A proper fitting at a specialty running store is worth the time investment, even if you eventually purchase elsewhere. Similarly, ultramarathoner Merili Freear says you simply don't need dozens of shoes. Even with her ultra-mileage, she typically rotates just three pairs: One pair of trail shoes and two pairs of road shoes. Like a lot of runners, she saves the newer road pair for races and uses the older ones for daily training. "Ultimately, rotating your shoes isn’t about collecting gear—it’s about function, comfort, and protecting your body from overuse." However, if you want to get into trail runs and off-road running, a specialized pair could make sense. According to Rodgers, "having slightly different shoes helps because certain shoes for some running gaits may put increased stress on certain muscles, such as your calves and achilles." Even if you're not rotating shoes simultaneously, remember even the best running shoes have a limited lifespan. Most experts recommend replacing shoes every 300-500 miles; some signs that it's time for new shoes include compressed cushioning, worn outsoles, and new aches and pains. Finding your perfect shoe balanceFor most recreational runners, a two-shoe rotation strikes a good balance: A well-cushioned, durable daily trainer for most runs. A lighter, more responsive shoe for workouts and races. Of course, there are plenty of other factors to consider. Quality running shoes aren't cheap, and if you mostly do similar runs, the benefits diminish. Generally speaking, higher-mileage runners benefit more from rotation. More serious runners might expand to three or more pairs, adding trail shoes or super-cushioned recovery shoes to the mix. The bottom lineMany runners successfully train in a single pair of well-chosen, all-purpose running shoes. While specialized shoes can enhance specific types of running, rotating shoes isn't necessary for the average runner. Here are some of my money-saving strategies that work across all runner types. Whatever approach you take, remember that the best shoes are the ones that keep you running comfortably. You're going to constantly be injury-prone if you aren't in the right shoe, and you're never going to hit your training goals if you're constantly resting off an injury. For more, check out my round-up of the best running shoes on the market right now, according to the experts. View the full article

Tariffs affect product costs and ad performance. This month's Ask A PPC outlines their direct impact on PPC metrics, conversion rates, and bidding strategies. The post Ask A PPC: How Will The Tariffs Impact My PPC Campaigns? appeared first on Search Engine Journal. View the full article

The new The President administration has brought deregulation and staff cuts to the Consumer Financial Protection Bureau, leaving many wondering what's next. View the full article

SEO has always involved a lot of manual, repetitive work. Keyword research, writing title tags and meta descriptions, parsing GA4 exports, auditing massive content libraries – it’s all important, but it’s also time-consuming. Now, we have tools that can help lighten the load. From accelerating content ideation to pulling insights from performance data, AI can be a powerful (and efficient) part of your daily SEO workflow. The real question isn’t if you should use AI – it’s how to use it well. 1. Build a custom AI assistant A custom GPT is a tailored version of the AI language model that you can create to perform specific tasks or provide particular expertise. You supply in-depth knowledge by telling it who it should be, its areas of expertise, and providing supplemental information to back that up. This is beneficial because once you create an “identity,” the AI remembers “who” it is for ongoing support, allowing for very specialized output for your unique needs. Custom GPTs ultimately improve the consistency of every AI interaction. Create a GPT To get started, using ChatGPT, find the Explore GPTs page and navigate to My GPTs > Create a GPT. You will be greeted with a prompt asking what you would like to make. Walk through some of the initial questions posed around what your GPT should do and who it’s for. Configure your GPT Navigate to the Configure tab to further refine the GPT settings and instructions. Here, clarify “who” the GPT should be, what specific tasks will be needed, and even example output. Be as clear and specific as possible. Prime your GPT Further prime the GPT by uploading supporting documents, images, and links. This includes: Audience personas. Style guides. Brand standards. Maybe you have template documents you can supply or links to articles written by the persona you want the GPT to take. The more information you provide, the better and more strategic the output. Follow these best practices for priming your custom AI assistant: Specify, specify, specify: Add as much context to your prompt as possible, such as the tone of the output, who it is for, how long the response should be, or how you want your output to be presented. ​ ‘Act as if’: Ask AI to behave as if it were a person, process, or object. For example, ask “create a recipe as if you are my personal trainer.”​ Use ‘do’ and ‘don’t’: Think about what you do and don’t want as a result of your prompt, and be sure to include them to get responses closer to what you envision.​ Use examples: Give AI examples of what you would like your output to look or feel like. It is important to avoid using copyrighted material as examples.​ Build on previous prompts: Start with a smaller prompt and add more context and information over time. This will allow you to make controlled, smaller edits to the AI output.​ Correct mistakes and give feedback: Treating AI like an intern means explaining what parts of its output were useful and which were not.​ Creating a custom GPT does require a paid subscription; however, if you are planning to use AI in any meaningful way, it is a worthy investment. 2. Content ideation and topic expansion You already: Know your audience. Have keywords mapped. Personas defined. Themes established. Now, it’s time to scale your content with AI as your brainstorm partner. The key? Start with the right prompts and priming, and guide the AI like a strategist, not a robot. Define your starting point Before even opening ChatGPT, you need to define your foundation. Think through what keyword themes you want to target, what audience personas or segments the content will speak to, and what stage of the funnel the content is for. If you have created a custom GPT, then much of this information is pre-loaded. You just need to ensure the AI assistant knows the goals for the specific content you’re ideating. The more context you give up front, the more useful the AI’s ideas will be. Prompt for a brainstorm Once you’ve clarified your inputs, use a prompt like: “Generate 20 blog post ideas targeting [PERSONA] interested in [TOPIC], for [BRAND]. These should be optimized for [TREND or PAIN POINT or MOTIVATION]. Ideas should range across different funnel stages and include titles and a short one-sentence description.” Run the same prompt with different variations of personas, trends, pain points, etc. Also, change the format to scale ideas across channels, such as changing from blog posts to landing pages, newsletter themes, etc. Prompt for topic expansion You probably have some blog posts or resources that are already performing well. Use prompts to help brainstorm spinoff ideas or content cluster topics, like: “This blog titled [‘Lorem ipsum dolor sit amet’] at [URL] performs well for [PERSONA or FUNNEL STAGE]. Based on this, suggest 10 related blog post ideas we could create as part of a content cluster. Include different angles like FAQs, how-tos, seasonal content, and guides.” Organize and prioritize Drop your AI-generated ideas into a spreadsheet or content planning doc. Then evaluate based on relevance, alignment with your SEO strategy, and potential for internal linking or different formats. 3. Content gap analysis A content gap occurs when people search for something related to your business but find that your website doesn’t have content that answers their questions or meets their needs. Traditional content gap analyses can be time-consuming. You have to: Identify what’s missing from your current content. Think through subtopics, angles, or questions your audience cares about. Find what your competitors rank for that may also be relevant to you. That’s where AI comes in to help streamline the process. Define your approach There are a few different ways to conduct a content gap analysis, and the route you choose will impact the prompts you give AI. Are you looking for gaps around specific keyword themes? Are you comparing your site to specific competitors? Or are you looking purely to identify what content would complement your existing website? Prompt for content gaps Depending on your approach, you need a prompt asking AI to help find what’s missing. Keyword themes “Given the content pillar [PILLAR THEME], list keywords where [BRAND WEBSITE] does not rank in this niche. Identify vulnerabilities in the content, like a lack of in-depth analysis or low-quality backlinks, that I can address. Also, list any related articles or pages that can be linked to to build internal relevance.” Competitors “My website [URL] focuses on [NICHE], similar to [COMPETITOR WEBSITE]. Perform a content gap analysis to see which topics they’ve covered that are missing from my website.” Optional add-on “Compare our content topics with the top 3 competitors for [KEYWORD]. List the topics we’re missing.” Specific content “My website [LINK] focuses on [NICHE]. Review this content [URL] and suggest 5 additional subtopics or questions that should be included to make this page more comprehensive.” Again, give your AI tool feedback and refine the prompts as needed. Analyze and prioritize Not every suggested idea will be right for your brand, audience, or goals, but many of the AI responses should highlight content opportunities you may have missed. Look for: Frequently asked questions and related concepts. Internal linking opportunities and ideas that allow for format variety. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. 4. Repurpose video content Turn video content into blogs, social posts, transcripts, and SEO-friendly assets. Video content is often underutilized for SEO. But when repurposed thoughtfully, especially with the help of AI, video can become a high-impact asset for visibility, engagement, and authority. It’s not just about squeezing extra mileage out of your assets, it’s about expanding their reach, accessibility, and discoverability. By turning that content into SEO-friendly formats such as blog posts, landing pages, FAQs, or transcripts, you build topical depth around your priority themes. Dig deeper: The future of SEO content is video – here’s why Make sure you have the right tools in place For transcription, there is a wide range of free and paid tools: Descript: Fast and accurate, but limited free version. TurboScribe: Three free transcripts per day. Otter.ai: Fast and affordable with solid accuracy. YouTube’s auto-captions: Free and easy if your video is already hosted there. Generate and clean up the transcript Start by transcribing your video. Once you have the raw text: Review it to clean out filler words. Fix speaker labeling. Make it more readable. This is the initial content that your AI assistant will work with. Prompt your AI For writing assistance in turning those transcripts into structured, written content, there is ChatGPT (and you can use your previously created custom GPT for help!), Gemini, Claude, Copilot, etc. Regardless of the tool you select, this is where the magic happens and where your prompt really matters. Paste the cleaned-up transcript into your AI tool and ask the AI assistant to rewrite the transcription as a blog post, a webpage for your site, a longer evergreen article, or whatever you need. As always, be sure to provide specific direction. Don’t just say “write a blog post.” Instead, try: “Rewrite this transcript as a blog post targeting the keyword ‘[TOPIC].’ Use [BRAND]’s tone and voice, and preserve the diction used. Include a clear headline, subheadings, helpful bullet points, and a 2–3 sentence summary at the top. Keep it around 800 words and optimize for SEO best practices.” The more context you give, the better the results, especially if your assistant has already been trained with examples of your voice and goals. Edit and optimize Once you have your AI-generated draft, your work is not done. Now, it’s time to: Humanize the content. Refine it for clarity. Polish the tone. Check for accuracy. Optimize for search. Add internal links to related content. Ensure heading structure is correct. Evaluate keyword usage. Create metadata. Include schema markup if appropriate. As a final step, consider running your content through an AI detection tool. GPTZero is my go-to. It details what percentage of your copy is probably written by a human and highlights any specific sentences that are likely AI-generated. Grammarly and Writer have free AI-detection tools as well. 5. Data analysis and reporting Digging through Search Console exports, GA4 dashboards, and third-party SEO tools can be daunting. There’s a wealth of insight buried in all that data, but it takes time, strategy, and context to extract what really matters. That’s where AI tools can help to summarize, analyze, spot patterns, and even suggest next steps. Export and clean your data Start by exporting the relevant data as CSV files or Google Sheets. Depending on your needs, that may include: Google Search Console query data, page-level performance, and indexation metrics. GA4 reports on organic traffic, landing pages, engagement metrics, and conversions. SEO Tools such as Screaming Frog, Semrush, Ahrefs, etc., for keyword rankings, site audits, or link data. Remove any unnecessary columns, clearly label all of the data, and add any context needed. Prompt AI for what you need Upload your file or copy/paste your cleaned-up data into your AI tool of choice. Give the AI a structured, goal-oriented prompt such as: “Summarize the key SEO insights from this Search Console export. Highlight [DATA POINTS] to explain [TREND]. Then suggest 3 possible next steps based on this data. Also highlight any outliers.” Fact-check and humanize Review the AI output critically and consider how the insights align with what you know about the client, campaigns, or search trends. Before using any of the insights or next steps, be sure to refine the wording and add context so that the information aligns with your objectives. You can even take the summary provided a step further by asking the AI to help turn the insights into client-facing bullets, written in your brand’s tone and voice. If you created a custom GPT, this is a great use case for it. 6. AI-branded search audit As more people turn to AI tools to search, learn, and make decisions, your brand’s representation in these LLMs matters. Chat agents can impact your brand image, underscoring the importance of proactive digital PR and SEO efforts. We’ve covered how to integrate AI into your SEO process, but it’s just as important to recognize that these same tools are answer engines in their own right. Just like with traditional search engines, we need to be intentional about how our brand appears in those results. An AI audit for brand consistency helps ensure that LLMs accurately, consistently, and positively reflect your brand. Their understanding of a brand is a reflection of the content available online, including official websites, especially About pages, news outlets, and industry publications. Define a set of brand-specific questions Start your audit by identifying a standard set of questions that someone may realistically ask an AI tool about your brand. Be sure to include some broad questions as well as those that are more specific. “What does [BRAND] do?” “What services does [BRAND] offer?” “Is [BRAND] a good company to work with?” “How does [BRAND] compare to other [INDUSTRY] competitors?” “What is [BRAND]’s mission or values?” “Can you tell me about the history or origin of [BRAND]?” “What are the reviews or feedback about [BRAND]’s customer experience?” “Are there any recent controversies, notable news, or accolades associated with [BRAND]?” The goal is to test how the AI agents describe your company across different themes, such as brand overview, services, culture, reputation, and positioning. Understand what LLMs know about your brand Use the same question set across multiple AI tools and LLMs. Start with ChatGPT, Gemini, Copilot, and Claude. Don’t forget to ask for citations, especially if the response is unexpected. Manually input each question and copy/paste the responses into a spreadsheet. Create a table where each row is a question and each column is a platform. This makes patterns (and red flags) easier to spot. Analyze responses for consistency, accuracy, and opportunity Now that you have your data, it’s time to audit it. For each response, consider if the information is accurate, if the tone is aligned with how you want to be perceived, and if anything important is missing. Also consider if there are insights that signal SEO or content gaps (e.g., services not mentioned, outdated leadership info, incorrect history). Improve responses While you may not be able to log into ChatGPT and “fix” an answer, you can influence how your brand is portrayed. The final step is to update the source material from which these LLMs are drawing. Ensure your About page, service pages, and leadership bios are up-to-date and comprehensive. Publish well-optimized blog posts and press releases that reinforce your positioning. Leverage off-page SEO and PR to earn mentions from authoritative third-party sources. Consider Reddit SEO to engage with your audience and share content. Update directory listings, social profiles, and partner sites. Use structured data and schema markup to clarify information. If the web is your brand’s resume, ensure it’s not outdated or missing your best accomplishments. Use AI responsibly: Final tips Now that you’ve seen how AI can level up your SEO workflow, it’s worth remembering a few key principles to get the most out of these tools, without losing the human touch. AI = intern, not expert While AI is a great tool for repetitive tasks and simple analysis, you are the marketing expert. Treat AI as an intern who can get work started – don’t rely on it as you would an expert on your team.​ Be specific It is important to be clear when it comes to prompts and guardrails for AI.​ Tell the AI who they are, what their area of expertise is, what tone and voice to use, what you don’t want included in their response, etc. Validate everything It is crucial to validate everything that has been done through AI (with a human). This allows you to understand a tool’s strengths and weaknesses so you get better outputs.​ AI tools are known to hallucinate, or provide seemingly concrete answers that are wrong or misleading. Even robots need fact-checking. Document prompts that work AI can give vastly different results depending on the prompt you give it, so it is helpful to save prompts that are proven to work. ​(More on example prompts below!) Start small, scale wisely AI is still evolving, so it’s best to start small and truly understand how AI capabilities can impact your workflow. Once you understand a tool on a small scale, you will be able to scale up tactically.​ Know your tools Not all AI tools are created equal. Different platforms excel at different tasks, and knowing which tool to use and when can improve your workflow. OpenAI’s ChatGPT: Great for structured writing, ideation, and refining copy – especially if you’re using a Custom GPT trained on your brand voice Google’s Gemini: Best for analyzing and problem solving, integration with Google apps is a bonus Anthropic’s Claude: Performs complex tasks that go beyond simple pattern recognition or text generation.​ Can process significantly longer inputs than most competitors. Microsoft’s Copilot: This tool’s strong data security and compliance features make it a great choice. It provides human-sounding answers and works within the Microsoft ecosystem, so it’s perfect for Excel and PowerPoint projects. Perplexity: Ideal for research and information gathering. Provides quick fact-checked answers with citations. Deepseek AI: Best for technical tasks, code generation, logic-based SEO challenges, and regex or schema help. Used responsibly, AI can streamline your SEO efforts, help you move faster, spot more opportunities, and create better search experiences. But it should always work alongside your expertise, not replace it. View the full article

While estimates of the percentage of neurodivergent people globally typically range from 15–20%, new survey results from neurodiversity advocacy and support nonprofit Understood suggest that the true percentage of neurodivergent adults may be higher. For one, more people are being diagnosed with ADHD and autism and other conditions that fall under the umbrella of neurodivergence. But more people may also be self-identifying as neurodivergent—especially in younger generations. Deloitte’s 2023 Gen Z and Millennial Survey showed that 53% of Gen Z self-identify as neurodivergent. “The people who identify or have symptoms of [neurodivergence], will far exceed the most conservative estimate of those who have been actually diagnosed,” says Nathan Friedman, copresident and chief marketing officer of Understood. He suggests that barriers such as high psychiatry costs and the misdiagnosis of neurodivergent women might prevent individuals from pursuing (or acquiring) a formal diagnosis. In April, Understood conducted a weighted survey of over 2000 U.S. adults, 659 of whom identify as neurodivergent. Thirty-one percent of respondents had at least wondered if they were neurodivergent although only 11% had received an official diagnosis. Stigma around requesting accommodations In a recent ResumeGenius poll of 1000 hiring managers, 86% claim that disclosing neurodivergence in an application would have either a positive or neutral effect on their hiring decision. But Understood’s research suggests that neurodivergent workers have real concerns. In the survey, 64% of employed U.S. adults agree that people speak about their neurodivergence at work more openly now, but 70% agree there’s a stigma around asking for workplace accommodations. That’s a 10% increase from their results last year. Among those workers who have requested accommodations, only 56% received ones that actually improved their work experience. One in four got accommodations that weren’t helpful, one in five were outright denied, and nearly one in five later regretted asking. “Asking for accommodations doesn’t necessarily mean you’re unable to perform or you’re unable to achieve the results of what’s expected,” says Friedman. The accommodations that workers typically ask for are simple to implement, he says. “Accommodations could be anything from a flexible work environment to changing desks . . . [These] are pretty simple things that can help somebody improve how they work, the output of their work, and their feeling about how they work.” Despite this, 15% of respondents said they had lost a job, were demoted, or lost a job opportunity after asking for accommodations. Part of this increase in perceived stigma may be connected with the The President administration’s attacks on DEI in the workplace. In fact, the survey results show that 64% of U.S. adults believe DEI program rollbacks will make it more difficult for people to access workplace accommodations. “Difference right now is not seen as a good thing—regardless of where you’re at,” says Friedman. What can be done Reducing stigma and improving the efficacy of workplace accommodations starts with proper education about neurodivergence in the workplace. “We hear so many stories about individuals who don’t have the right accommodations and are let go because they don’t have what’s needed to do their job,” says Friedman. “So providing the education, providing the pathway to get an accommodation, and delivering the accommodations are all required.” This is especially crucial as Gen Z now outnumbers boomers in the workplace. “Over 50% of Gen Z believes they are neurodivergent,” says Friedman. “If you’re a company of 10,000 people, that’s upwards of 5,000 people that you could get a better work product from. . . . So [offering accommodations] is a win for everyone.” View the full article