Business
How to Run a Successful Business with Family and how Zaf Baker does it
Keep family and business separate. We’ve all heard this sort of advice about how it is deadly and dangerous to involve family and friends in our business as it is bound to lead to collisions, fights, and in some cases, permanent destruction of both the relationships in the business. However, we have seen many instances in which family and friends are able to do business together and still drive.
A good example of this is Zaf and Adam Baker, brothers who run both a property business and a car dealership. The two have been in business for years and have seen mammoth success and are able to balance being both siblings as well as business partners, proving it can be done. Obviously, the situation between the Baker Brothers is not always the norm as there are instances of people who have had relationships destroyed by bringing in family and friends into business. If you are considering this route, it can be done.
First, it is important to look into the relationship itself. A quick peek at Baker’s social media will show that he and his brother are very close and according to recent interviews, they have been very close from a young age. If your relationship between you and your family member or friend is already tumultuous, it will only be heightened due to the pressures of running a business together. If you are thinking of starting a business with someone, make sure it’s someone you already have a good relationship with.
When you do find this person you have a good relationship with and want to go to business with, make sure it is a slow transition in the beginning. The Baker brothers did not start their empire off the bat. Instead, they began their career with a wholesale car dealership and then transitioned it by expanding the business into real estate. Starting with a single project or business venture will give you and your family member the chance to get to know each other as business people as opposed to siblings or otherwise. This means that many of the clashes and teething problems and other issues will be sorted out in the beginning as opposed to popping up later and causing bigger issues.
When you begin working with a family member, make sure that all the rules and roles are defined. For example, Zaf Baker is known as the more outgoing of the two brothers and has a very prolific social media presence which also promotes their business. When you are starting your business venture with a family member, decide ahead of time who is going to do what and make sure that each person is allowed to do their work without consent interference. Especially if there is an age difference or seniority, it is easy for one party to feel slighted. Instead, if each person is given a defined role and not constantly hovered over, the business will likely thrive.
Furthermore, business and pleasure time should also be clearly defined. In the confines of your business, it should be very clear that you are partners first and foremost and ensure that each partner works professionally as though they were working for or with a stranger. Outside the office, however, try your best to keep the personal relationship alive by engaging in the activities you have done prior. One of the issues that many people often have when working with a family member or friend is that they either lose their business partner by trying to maintain the relationship or lose their friend by trying to keep things professional in the workplace.
The key is to find a balance between the two for all involved. A quick look at Baker’s Instagram to grow will show you that the two brothers play as much as they work. His Instagram has shots of them traveling around the world, meeting some of the biggest celebrities in the world, engaging in many hobbies and partying. They also often seen with other members of the family traveling which shows that their relationship has not been harmed by the business partnership.
Finally, it is important to acknowledge when this sort of relationship is not feasible. It must be acknowledged that not every relationship can work in a professional setting and this is perfectly fine. There is no benefit in trying to force it if the flexibility does not exist. If it does exist, however, make sure to apply all the above rules to ensure the best possible results not just for the business but also for the relationship that is in question.
Business
The Key Components of a Successful Digital Marketing Strategy
In today’s hyper-connected world, a well-defined digital marketing strategy is essential for any business that wants to grow, build brand trust, and stay competitive. Whether you’re a local retailer, an eCommerce business, or a professional service provider, your online presence plays a major role in shaping how your audience perceives you. For example, industries like legal services are increasingly recognising the benefits of specialised digital marketing for law firms to attract and engage clients in an increasingly digital marketplace.
Below, we explore the key components that make up a successful digital marketing strategy—and how to align them with your business goals.
Clear Objectives and Measurable Goals
Every effective strategy begins with a clear understanding of what success looks like. Your goals might include increasing website traffic, generating leads, improving search engine visibility, or enhancing customer retention. Setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives helps ensure that each marketing activity contributes to tangible outcomes.
A Strong Brand Identity
Your digital marketing efforts should reflect a cohesive brand identity that resonates across every channel—your website, social media, email campaigns, and online ads. Consistent visual design, tone of voice, and messaging establish credibility and make your business instantly recognisable.
Search Engine Optimisation (SEO)
SEO remains the backbone of digital visibility. From on-page content optimisation and keyword targeting to technical site health and link-building, SEO ensures your business appears where customers are actively searching. Local SEO, in particular, helps businesses connect with audiences in specific geographic areas—an essential tactic for professionals and service-based businesses.
Engaging Content Marketing
High-quality, relevant content builds authority and nurtures relationships. Blogs, videos, infographics, podcasts, and whitepapers provide opportunities to educate, entertain, and inspire your audience. Great content not only boosts SEO performance but also establishes your brand as a trusted industry leader.
Social Media Engagement
Social platforms allow you to interact directly with your audience, showcase brand personality, and promote your services. The key is to use the right platform for your audience—LinkedIn for B2B engagement, Instagram for visual storytelling, or Facebook for community connection. Regular posting, active engagement, and data analysis are crucial for success.
Paid Advertising (PPC and Social Ads)
Paid campaigns can provide immediate visibility and lead generation, especially when combined with strong targeting and data insights. Tools like Google Ads and Meta Ads Manager allow you to reach specific demographics, remarket to previous visitors, and maximise ROI through ongoing optimisation.
Email Marketing and Automation
Email remains one of the most effective tools for nurturing relationships. Automated workflows can deliver personalised experiences, keeping leads engaged throughout the buyer journey. From newsletters to drip campaigns, consistent and value-driven communication is key.
Data Analytics and Continuous Optimisation
No digital marketing strategy is complete without performance tracking. Tools like Google Analytics, social insights, and CRM data reveal what’s working—and what’s not. Regularly reviewing metrics enables businesses to refine their strategy and continually improve results.
Final Thoughts
A successful digital marketing strategy is more than a checklist—it’s an evolving framework built on research, creativity, and constant learning. When each component works together seamlessly, your business can attract, engage, and convert customers more effectively, while maintaining a powerful and professional online presence.
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