In Your Corner Magazine | Spring 2021

In Your Corner Magazine | Spring 2021

ISSUE 7 | 2021

Bright horizons Growth, transformation and a promising future.

JOSHUA TREE NATIONAL PARK

In this issue Spring is a time of renewal and growth, and that may be even more true this year. While last year was a period of challenges, we had the privilege of learning, adapting and growing. However, more than ever, we’ve seen a renewed sense of hope, optimism and well-being. In this issue of In Your Corner magazine, we provide tips for rest, relaxation and rejuvenation, great ideas for day trips, financial planning advice and other useful information. We are also excited to introduce our new CEO, Eric Ellingsen. You’ll get to learn about his background and his outlook for the future. This is a time of positive change! ISSUE 7 | 2021

We see great things ahead for California and our clients, and we look forward to serving you.

HIGHLIGHTS

A coastal escape in Half Moon Bay 06

What is the investment outlook?

14

Leading the charge: Eric Ellingsen

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Run your business while

earning big rewards 22

Five brothers from Cyprus and an American dream 26

CONTRIBUTORS Michelle Rapaport, Andie Green Maurice Pendarvis, Mike Hall, Margaret Sweat, Ubaldo Plentywounds, Kathryn Guinn, Anthony Valeri, Chris Considine and ClearVoice.

VP | MARKETING MANAGER Angelia Hage COMMUNICATIONS OFFICER Kari Luu

PUBLISHER California Bank & Trust

EVP | DIRECTOR OF MARKETING Jathan Segur

COPY EDITOR Robyn Lee

VP | CREATIVE DIRECTOR Ron Gligic

In Your Corner magazine may contain trademarks or trade names owned by parties who are not affiliated with California Bank & Trust, Zions Bancorporation, N.A. or its affiliates. Use of such marks does not imply any sponsorship by or affiliation with third parties, and California Bank & Trust does not claim any ownership of or make representations about products and services offered under or associated with such marks. Articles are offered for informational purposes only and should not be construed as tax, legal, financial or business advice. Please contact a professional about your specific needs and advice.

© 2021 California Bank & Trust. All rights reserved. | A division of Zions Bancorporation, N.A. Member FDIC

HOW TO GROW YOUR

Over the past decade, digital marketing has become one of the most prominent channels for business promotion. However, it takes a sound strategy and a grasp of the digital tools available for a business to have a chance at online success. Here are some basic tips you can use to start growing the digital side of your business. business online

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USE SOCIAL MEDIA AUTHENTICALLY

Today, billions of people are active on some form of social media world- wide, and while that’s impressive, you may be asking what benefit this provides to your business. The answer? A whole lot, if you know how to utilize these social platforms to your benefit. Throughout 2020, the most popular social media platforms in the United States were Instagram and YouTube, according to Adobe. This is great news for business owners, as both platforms provide considerable opportunities to take marketing to the next level. While it may seem easy to snap a picture of a product or service and post it on social media, it may not cut through the clutter on a social media feed. Take some time to build up your fanbase or audience and post some fun or authentic stories of your small business, employees or why certain things matter to you as the owner. Content that an audience can relate to or cheer helps create a stronger base and maybe a loyal following!

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TAKE ADVANTAGE OF E-COMMERCE PLATFORMS

USE AN EMAIL LIST

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It’s difficult for many business owners to know where to start when incorporating a digital revenue plan for their business. From presenting your products or services in a positive, attractive manner to processing payment from customers online — the effort required can seem daunting. Consider dedicated e-commerce platforms. Popular options for e-commerce platforms include Shopify or WooCommerce. Even social media platforms are implementing e-commerce approaches like Instagram’s new shopping feature. This is great for enabling those impulse buys when customers see a product on their Instagram feed that they simply need to have. With an Instagram shop, customers can make a purchase quickly and easily.

Frequently underused by many small businesses, an email list provides a direct line of communication with your customers. Many businesses don’t think twice about having expensive physical postcards, leaflets or coupons delivered to homes throughout their local area. Yet many of those same businesses don’t take advantage of a more cost-effective email campaign. Emails are better than physical advertisements because you can target your campaigns to make them as specific as you choose. Do you want to inform customers who purchased a specific product or service from you in the past that an updated or similar type of offer is available? No problem. If you regularly provide coupons to customers, you can send digital versions with the click of a button. Far more cost- effective than a traditional postcard, that’s for sure!

How do I get started

50,000 people or more, you have to abide by new regulations. This law was enacted in January 2020 and brought into force in July of that year. The key to any digital strategy is to engage with your audience and provide valuable content that speaks to your business’s beliefs, ethics and standards.

Many business owners postpone launching their business digitally because they don’t know where to start. We recommend you review what makes sense for your business as you don’t have to be on every digital platform in order to succeed. One thing digital marketers in California must take into account is the new CCPA law. If your business collects, shares or sells client >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32

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