Archive for March, 2018

Congratulations!

You’ve successfully advertised for an open position (or hundreds), and you’ve gotten a strong response not just from job applicants but from qualified job applicants who can step into this role and make your organization shine.

There’s just one problem… Top quality applicants are always in high demand. So the perfect person for your job may be on the verge of getting an offer with another organization.

Is there anything you can do to sway them in your favor? Absolutely. As a recruiter or hiring manager, you have the power to make sure your top picks accept an offer with your organization over others they may be interviewing with, and it won’t always come down to paying more. Here’s where to start:

1. Put Your Best Offer On The Table

You won’t be a very successful hiring manager or recruiter if you consistently bring in candidates above and beyond the pay range you’re hiring for, so “pay more!” isn’t a strategy you can apply across the board. That said, it’s possible to mind your budget while coming right in with an aggressive offer from the start.

If you know you’ve found the right candidate for the job, consider how much it would cost to lose them: finding and replacing your second choice when they realize it’s not the right job in the long term, the lost opportunity from hiring someone with less experience or drive, and so on. You can avoid those expenses by bringing your best offer to the negotiating table from the start.

Can’t budge on salary? Think through other ways you can be flexible in advance, such as a one-time starting bonus, relocation costs, extra benefits such as time off, or partial-salary advance as a one-time bonus–anything you can do to show your ideal candidate that you want to make this work.

2. Pay Attention To The Tiny Details

As you vet candidates, your internal radar is reviewing all of the tiny details for fit, including commuting time, career growth, and values. But don’t stop at evaluating whether or not the candidate is a good fit for you–return the favor and help the candidate think through whether or not it’s a good fit for them by paying attention to and addressing all the tiny details that come up throughout the interview process.

For example, if the candidate comments on a lack of teamwork at their current job, emphasize how your company facilitates and rewards employees who help each other succeed. If the candidate is trying to avoid management responsibilities in favor of staying within a specialized career track (it happens–trust us!), speak to how you encourage and develop employees within their specialties when they choose not to advance into management positions. Every little detail helps the candidate form an attachment that can help them see themselves working for you.

3. Own Up To The Challenges

Whether you’re hiring for one of the Best Places to Work or a five-member startup, every workplace has its unique opportunities and challenges. By all means, entice candidates with what’s great about your company in the initial stages of the interview process, but toward the end of it you need to own up to the challenges, too. Not only will this transparency help a candidate make a decision that will be the best long-term fit, but being the recruiter or hiring manager who was honest and vulnerable will reflect well on your organization.

Here are several phrases that–when customized to your company’s situation–will show candidates you understand where they’re coming from:

  • “Working here can be intense, but here’s what our associates have accomplished in the past…”
  • “We know it will be a commute, but here are the perks we offer that will compensate for that…”
  • “We aren’t paying what Google pays, but here’s why our employees think it’s worth it…”.

4. Don’t Get Clingy (And Other Soft Skills No-Nos)

You wouldn’t go on a second date with a person who called and emailed you to check in on how much you like them every few days, would you? So don’t make that mistake with an in-demand candidate, either. Follow up when you say you will and keep the conversation warm and energetic–not smothering and frantic.

On the opposite end of the spectrum, don’t play it too cool or try to pressure a candidate into accepting an offer as is. Aloofness will only encourage a candidate to assume they’re not your first choice, and aggressive phrases like, “This is a very competitive offer, and it’s only available for seven days before we rescind it,” will have any candidate worth their salt rethinking the job.

Ready to make an offer? Keep these tips in mind, and the best candidate for the job is sure to say, “Yes!”


This article originally appeared on Glassdoor and is reprinted with permission. 

 

This article was written by Anisa Purbasari Horton from Co. Create and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

Manager working on a project in open space office

In the competitive world of business, it is vital that you are always on the look-out for opportunities to take your operation to the next level. Otherwise, it will be near impossible for you to stand out from your competitors and to make an impressive impact on your area of the industry. With so many options available to you, the prospect of expanding your business might feel overwhelming. That is why you should establish a clear plan and take this process one step at a time. Below are five pieces of advice that will help you to do this.

Aim high with your networking plans

As a business owner, it is vital that you are an expert at networking. Failing to successfully interact with your industry peers will make it extremely difficult for you to move your business forward. That is why you should attend at least one networking event per month. You should also look out for events that aren’t specifically for networking purposes but could still be a great chance for you to find new contacts. For instance, you could attend the launch party of another company. If it is an organization that you admire, you should use this as an opportunity to meet with their branding experts, their public relations team, and their accountancy firm. Once you have identified these professionals, you could pick their brains or find out if they would be willing to provide you with a similar service. During the networking process, you should endeavor to aim one step higher than your own business. Of course, it is important to have contacts on your own level. However, you should also look out for businesses that are a little further on than you. Associating with these companies will help you to appear successful by association. It could also give you access to their resources and help you to secure impressive trade deals.

Work with the right organizations

In order to avoid time-consuming and costly mistakes, you need to ensure you are working with the right organizations. Instead of going it alone, it is a good idea to find experts in expansion. This is especially important if you have no prior experience in growing a business. If you are determined to benefit from competitive marketing strategies, online marketing, website developing services, content marketing, business and cost analysis, and vendor management, you should go online to learn more. Not only will this help you to grow your business, but it will also allow you to do so on an online platform. This is a fantastic way for you to thrive in the modern world and to engage with a younger audience. It is also a great opportunity for you to push your expansion outside of your local area. If your organization has the potential to function nationally or even globally, why place limits on your success?

Take your business national or even global

If you are determined to see your business conquer the world, it is important that you create a clear plan for expansion. Although it is essential that you aim high, you don’t want to run the risk of spreading yourself too thinly. That is why you need to ensure your local business is running effectively. Before you make any big moves, you should take a step back and evaluate your existing operation. Are there any areas where you could be saving money? Perhaps you could automate an element of your production. Or, maybe you could consider moving your business to the cloud. Whatever you decide, the most important thing is that you come to these conclusions before pushing forward with your plans for growth. Otherwise, you could end up making the same mistakes on a larger scale. Another important step is to invest in your human resources department. As your business grows, it is likely that you will have to delegate even more of your important tasks. This will give you the time you need to focus your attention on more pressing matters. In order to make this a straightforward process, you need to ensure you have the right people working for you. This is your best chance of managing your stress levels. It is also a great way for you to protect staff morale, as you don’t want to face giving your team more work than they can handle.

Make clever investments

If you are hoping to successfully take your business to the next level, you will also need to get your finances in order. You can achieve this by establishing an impressive investment portfolio. This could involve anything from backing smaller businesses to purchasing stocks and shares. You should also have multiple savings accounts on the go, with funds that can be directed towards different areas of your operation. Whilst there are a number of benefits to going it alone, it is vital that you also consider securing a substantial loan. Although this could be a risky strategy, it could also be a great way for your business to gain momentum. Instead of taking lots of small steps that are spread out over a number of years, a huge injection of cash could help you to move your business forward at lightning speed. This is a fantastic way for you to create a buzz around your company and to establish a large following.

Get feedback from your clients

Finally, you should endeavor to get helpful feedback from your customers. This is an essential step if you are going to avoid alienating your existing client base. As your business grows, it is important that you don’t lose sight of your customer care. Of course, you will want to generate impressive profits, but this should never be at the expense of the services you provide. That is why you should send out anonymous surveys to your company mailing list. You should also host an online live chat, where loyal customers can offer constructive feedback, urgent complaints, and uplifting compliments. Then, after you have collected the necessary information, you will know whether or not you need to drive more money into your customer relations team. It will also be easier for you to put together useful staff training days that will help your operation to stay on track.

 


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This article was written by SmallBizViewpoints from Small Biz Viewpoints and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.

borrow-these-innovative-ideas-in-2018Check out VP of Marketing, Advertising and Public Relations, Paul Koulogeorge’s latest article in Forbes, Get Inspired By Borrowing These Innovative Ideas In 2018, where he shares some marketing strategies that are worth taking a look at this year.

5 Keys to Successful Email Marketing

Wednesday, March 14th, 2018

successful email marketing

Successful email marketing is a critical, and often overlooked, element of digital marketing.

According to an article on Inc:

But after a couple decades of Nigerian prince schemes, Spanish lotto scams, and mountains of unsolicited spam (which is never a good marketing tactic), how do people feel about email now? Is it still a worthwhile tactic for small-business owners and marketers to pursue?

The simple answer is yes.

Take a look at the graphic below and you’ll see how important successful email marketing is to your bottom line–generating nearly 2X the ROI of the next more cost-effective tactic.

successful email marketing

Image courtesy of Data Mentors

Successful email marketing

Successful email marketing requires 2 tactics: 1) list building and 2) email campaigns.

So, you’ve really got your work cut out for you. Here are some tips to get you started:

List building

Before you can have a successful email marketing campaign, you need a good list. In the bad old days before CAN-SPAM, you could simply buy a list and spam a bunch of folks with your message. Some experts advised against such “cold messaging”, but it worked well if you were very selective in purchasing a list of likely buyers. List buying was an art in those days and I got paid a lot of money to guide businesses on which list purchases were likely to result in high returns. And, selling lists is what kept a lot of small, specialty magazines in business–they provided unique access to highly targeted subscribers.

Now, of course, you can’t buy lists, so you have to develop your own (and comply with CAN-SPAM regulations which you can find by following the link above). Since, the law makes your email client (for instance, Constant Contact, AWeber, or MailChimp) responsible for your violations, they can get hit with a big fine, so they’re invested in keeping you honest in this.

So how do you go about building a list?

  1. Include your sign-up form everywhere-on the home page and each page of your website, in your store (if you’re a brick and mortar), at events, on social platforms …
  2. Offer something (like an ebook, coupon, etc) in exchange for signing up for your email list
  3. Don’t ask for information you don’t need so it’s fast and easy for visitors to sign up. Maybe all you need is an email address and name. Don’t forget you can get additional information after they sign up.
  4. Make your sign-up form obvious without interfering with user experience (I hate those popups that block content until you either sign up or x out). I prefer a small band at the bottom of the screen that asks for an email address or something that pops up as the visitor starts to scroll away from your site. Remember, your website is critical for SEO and you don’t want to mess with anything that reduces visits, bounces, or time on site.
  5. When you send an email, include social sharing and the ability to subscribers to forward your email to a friend. These are great ways to build your list.

Email marketing campaigns

Your email client should make it easy to create attractive and professional email campaigns to subscribers. I use AWeber because of their flexibility and ease of creating campaigns (they recently added drag and drop capabilities).

Here are some things to keep in mind as you craft your campaigns:

  • Your goal. What do you hope to accomplish with the email.
  • Timing — how often, time of day, day of week, etc. Sure, email is available whenever a user wants to view it, but it’s more likely to get opened soon after it’s sent. The better your timing, the better your open rate.
  • Optimize open rates with a great pre-header, the description users see when they check their email. Check out the image below:

successful email marketing

  • Make your email easy to read and inviting on multiple screens (especially mobile) with great design.

Keys to successful email marketing campaigns

1. Strong content

Just like everything in marketing, the message is everything.

  • Make your content (both text and images) attractive and inviting, use lots of white space and a little humor doesn’t hurt. The more an email looks like a personal conversation with a friend, the better it will perform.
  • Personalization doesn’t end with including the person’s name. Make the email look like it was designed especially for each reader.
  • Don’t waste your readers’ time with nonsense: say what you need and provide links to more information.

2. Timing

You don’t want to overload your readers by sending too many emails, but you want to use your email marketing to build loyalty and engagement with your target audience. That’s a tight balancing act.

And, there’s no one-size-fits-all answer to this question. A good gauge of the right frequency comes from analytics. If your open rates drop or you start getting complaints or a bunch of folks unsubscribe, you’re probably emailing too often. If you’re not getting folks unsubscribing or complaining, you could probably send more frequent emails.

The key is to send emails when you have something worth saying to your audience.

3. Use marketing automation

Marketing automation often receives a negative knee-jerk reaction because it sounds like you’re treating your subscribers as robots who all get treated the same. But, it’s actually the opposite. Whether you prefer Salesforce or Hubspot or some other marketing automation tool, successful email marketing requires you send the right content to the right people at the right time and that means using marketing automation.

No marketing automation platform works well unless you spend time keeping information up-to-date to ensure the content the subscriber receives is targeted to their product interests, stage in the customer journey, and other key elements, like gender.

4. Use analytics

The wonders of digital marketing provide a plethora of metrics which should guide every marketing decision you make. Here are some metrics you should watch:

  • Subscriber data such as new subscribers and unsubscribes
  • Performance of your email form–I do this by setting up goals in Google Analytics, but AWeber also shows me how many times my form was shown and how many subscribers were generated. I periodically do A/B testing to determine the optimal form, placement, etc.
  • Campaign performance–how many opens, how many clicks, and, if you’ve installed tracking codes, goal completions based on each campaign.

5. Mobile-friendly

Making your content mobile-friendly is a key to successful email marketing. According to Buffer, 47% of emails are opened on a mobile device. Here’s their advice for making your content easier for mobile users:

  • Convert your email to a one column template for an easy mobile fix.
  • Bump up the font size for improved readability on smart phones.
  • Follow the iOS guideline of buttons at least 44 pixels wide by 44 pixels tall.
  • Make the call-to-action obvious and easy to tap. Above the fold is preferable.
  • Consider ergonomics. Many users tap and scroll with their thumb, so keep important tappable elements in the middle of the screen.

The do’s and don’ts of successful email marketing

Here’s a nice infographic if you want more keys to successful email marketing:

successful email marketing

Infographic courtesy of: Campaign Monitor

This article originally appeared in Hausman Marketing Letter.

This article was written by Angela Hausman and PhD from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to legal@newscred.com.