Archive | April, 2016

Change Your Leadership Style to Match Your Company’s Vision

19 Apr

Nobody likes being told what to do. It rarely matters who is doing the telling, you just feel that tension rise in your neck and a little rush of adrenaline as your inner 2-year old shouts, "You’re not the boss of me!" Then, that thought that you’re an actual adult enters your mind and you usually do what you’re told, because inevitably, the person telling you what to do is technically the boss of you in some fashion.

When it comes to getting things done in business, someone has to be told what to do, otherwise, nobody would know what to do, right? While this statement has some truth to it, there are effective ways that you can direct people without channeling your inner dictator and incurring the seething wrath of your employees.

Successful leadership styles are not the same as they were twenty years ago. Employees no longer respond favorably to top-down directives. They want a more collaborative environment where their ideas are valued. They want to feel as though they have some sort of stake in the game. If you see your company as the next Google or Zappos and want to attract and retain the talent to match, you may already have that inkling that autocratic and directive leadership styles just will not do.

Today’s employees are more responsive to a democratic and more participative leadership style, where creative thinking and individual ownership of projects is emphasized. With this type of leadership style, it is not the leader or boss who is central to the decision-making process, rather, it’s the group. Think podium dictatorship versus collaborative round-table.

For an example of this, imagine your company designs and builds laptops:

Podium Dictator calls a staff meeting and tells everyone that this year they want the new model to be something no one has ever seen before. Something game-changing. That is why this year you are going to build triangular-shaped, green laptops. Collective eye-rolling ensues and everyone files back to their desks like prisoners in a chain gang. These employees will either polish up their resumes or begin the soul-sucking task of putting a bad idea into production.

On the other side of the coin, the round-table leader asks for a meeting and describes the grand vision – the design of a game-changing laptop. Regardless of how badly this leader wants a triangular-shaped, green laptop, this leader understands that they have a creative and powerful team of designers who know what game-changing really means. This leader asks for ideas. The designers around the round table feel empowered and their creative juices start to flow. Concepts are thrown up on a white board. Truly revolutionary ideas begin to form. There may even be some green involved…

You can see the difference pretty clearly, right? The collaborative leader has just empowered the group to create while the dictator has told the group what to do. Who will have the happier employees and the better product?

This new generation of leaders is able to hire talent that fits well within this new working model. They are able to clearly articulate their vision, manage expectations, and keep the project on track within that vision. They also have the self-control to allow the process to happen with the team that they’ve built. Micromanagers need not apply. When employees feel they have more control over their working environment and schedule (within the confines of the greater vision, of course), they truly want to make the company’s vision a reality.

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Frequency in Marketing: Striking a Balance Between Quantity and Quality

19 Apr

As marketing professionals, we hear it time and again – one of the fastest ways to turn a prospective client into someone that wants nothing to do with your business is to contact them too many times in too short of a period. People don’t like to be bombarded with marketing materials – it makes them feel overwhelmed and can be quite off-putting. Despite this, quantity is still important, as you always want to keep your brand at the forefront of their minds. Contacting too frequently can give the perception that your materials lack quality, however, which is why striking the right balance between the two is so important.

The Google of it All

Search engine giant Google has made a number of significant changes to its algorithm in recent years, starting with Panda in 2011. These updates have regularly been designed to penalize low-quality sites that spam the Internet with content, weeding them out of the top portions of search results to be replaced with sites that are actually relevant to what Google’s own users are really looking for. Despite this, Google still places a high priority on sites that update regularly. A site that posts one blog post every day is seen as more authoritative than one that only posts once a month.

So what, exactly, is this trying to tell us when it comes to quality versus quantity?

The answer is simple: while both are important, your marketing campaigns need to be crafted with an eye on relevance and value first, everything else second. Period. End of story. Google’s own representatives have said time and again that the search engine is designed in such a way that so long as you are constantly putting well-designed, high-value content out into the world, everything else will essentially take care of itself. We’re inclined to agree, but we’re willing to take it one step further – we don’t believe that this logic begins and ends with Google.

Taking This With You Into the Print World

Even though Google’s stance on quality versus quantity exists exclusively in the digital world, it’s still a great set of best practices to take with you when crafting print marketing materials, too. By taking the rules and guidelines set forth by search engines like Google and applying them to all of your marketing materials regardless of channel, you’re building a much stronger foundation by which you can put your best foot forward to both prospecting and existing customers alike.

Essentially, just because you won’t get penalized by Google for sending a customer a print flyer through the post office twice a week doesn’t mean that you should. Google’s "rules" are built on a tremendous amount of study into things like customer preferences and buying habits. The playing field may change (as your print materials don’t affect your SEO in any way), but the logic that those guidelines were founded on remains the same. Google spent a huge amount of money figuring out that Mark from Atlanta doesn’t like it when businesses send him high volumes of low-value materials twice a week, so use what Google is trying to tell you to your advantage.

Frequency in marketing is always a delicate balance to strike. Quantity is important, as making contact too infrequently can quickly cause your brand to be forgotten by even the most loyal customers. You should never place a bigger emphasis on volume than on quality, however, which is why quality should always be your number one concern. If you focus on creating the best marketing content that you can first, everything else will fall into place pretty naturally.

Tips for Getting Maximum Mileage Out of Your Marketing Content

19 Apr

Too many marketers look at the content they’re creating as "one and done." You spend a huge amount of money designing the right print mailer, send it to all of the relevant people on your list, and then never think about it again, right?

Wrong.

The truth of the matter is that this content is still high-quality because you wouldn’t have sent it out into the world if it wasn’t. It’s a shame to write it off so quickly, especially when you can use just a few, simple techniques to increase its overall return on investment beyond what you originally thought was possible. If you want to guarantee that you’re getting maximum mileage out of your marketing content, there are a few, key tips that you’re definitely going to want to keep in mind.

Repurpose Whatever You Can

Creating a piece of high-quality, original content from scratch is not only expensive but time-consuming. This isn’t exactly a secret, but it is a problem that marketers are creating for themselves more often than not by insisting that every last piece of information going out into the world has to be wholly original from the top down.

The fact of the matter is that it doesn’t – sometimes repurposing a piece of older content is a great way to not only get maximum mileage out of those materials, but it can also help fill gaps in your editorial strategy and more.

For example, say you hosted a webinar that went off without a hitch. Those ideas don’t have to die the minute the last viewer logs off. Take all the notes from the webinar and turn them into a slideshow for your website or use them as the basis for a direct-mail flyer to go out in the near future. You get the benefit of building FROM something instead of creating from scratch and also get to stretch the ROI of that original content as far as it can go at the same time.

Redistribution: Using Changes to Your Advantage

Another one of the most important ways to get maximum mileage out of your marketing content involves careful redistribution. Consider how things may have changed since that original piece of content went out into the world. Maybe you designed a post for Facebook that was hugely successful but now a new social media network has entered the marketplace. A few key adjustments could make that old piece ready for a brand new audience.

The same can be said of taking something from the print world and bringing it into the digital realm, and vice versa. Take that informative print flyer you sent out a few weeks ago and use it as the framework for a blog post. You get the benefit of increasing the longevity (and again, the ROI) of that original content and you get it in front of a whole new crop of people at the same time.

While many people think of content marketing as "disposable," it absolutely does not have to be that way. A good piece of content is a good piece of content – period. By carefully practicing techniques like redistribution and repurposing, you can stretch the value of that content as far as it will go, and get as many miles out of it as you can.

What Are These New Facebook Reactions and What Do They Mean for My Business?

19 Apr

A few months ago, Mark Zuckerberg treated his staff to a movie night. The film…Pixar’s Inside Out. The Facebook staff watched in confused amazement wondering who these emotions were and more importantly, where is the big, blue and white like-button thumb? A few individuals voiced what everyone else was thinking…wouldn’t it be swell if Facebook allowed people to have more than one possible emotional reaction to the things they see and read?

A legendary hack-a-thon ensued, spanning an entire month. The result? We now have the choice to not just like something, but to LOVE something, laugh at something, or express shock, sadness and anger. To express our new emotions, all we have to do is hover over the traditional blue and white thumb and six new emojis emerge. For mobile users, simply hold down the thumb and your new emojis will appear.

From a social standpoint, we are all feeling liberated at our ability to express more than one emotion without the necessity of typing out a complete thought. But what does this mean for businesses and people marketing on Facebook? Quite a bit actually…

Aside from the obvious point that you can now identify and quantify how many people feel about your post, there are some handy things you can now do as a business owner that may give you an upper hand with your competition. Because these emotional responses are public, you can do some recon work and check out how people are reacting to your competitors’ content as well. Based on your gathered intel, you can now customize your content to better reflect what people are interested in.

This new functionality can also enable you to get more bang for your buck while advertising on Facebook. If you go to your Insights page on Facebook, you can access data on people’s reactions to each post. If one or more posts are engaging more individuals or are loved by more individuals, you can choose to boost that post for a fee. This takes the guesswork out of deciding where to spend your advertising dollars.

We are all well aware of the reality that it’s just not realistic that you’re going to "like" every post that makes it into your feed because sooner or later the content will be about some atrocity that’s being committed that you want to stop. So, instead of liking the post, you, like most people, just keep scrolling. It’s not that the post was not engaging, it’s just that people don’t want to "like" the content. With the new reactions, people can express sadness or anger at the content of the post, letting them know that it was read and stirred some emotion. The upside for your business is that you can post more meaningful content about issues that are important to them and not worry about losing points for attention because all of the reactions count as "likes" on your page.

Have you ever had one of those days when your server goes down or your payment processing company is having issues? It can really derail your day and cause some ruffled feathers with your customers. People love to go negative on social media if they feel they’re not being heard. The reaction emojis can now help you avoid negative comments in your feed if something is not going quite right with your company. Next time this happens, try pinning a post to the top of your page explaining the situation and perhaps offering a discount to anyone who was inconvenienced by the event. Ask them to show some love to your company by clicking the heart emoji and watch a potentially negative experience turn into an opportunity to engage in a positive way with your customers.

As these reactions catch on, you can be sure more creative ideas will begin to flow on using them to benefit your company. You may even try holding a competition for a free giveaway while also showing people how to use the new reaction emojis. Ask people to show some love in exchange for a free product or service that you offer. Not only will you boost your likes, you will also make people loyal fans. Get creative and have fun. After all, it’s what the new emojis are all about.