Posts Tagged ‘search engine’

A farmer had a litter of puppies for sale. As he was driving the last nail into his advertising yard sign, he felt a tug at his overalls. “Mister,” said a boy at his feet, “I want to buy a puppy.”

“Well,” said the farmer, “These puppies come from fine parents and cost lots of money. How much do you have?”

The boy dropped his head momentarily, then drew several coins from his pocket. “I don’t have much, but is this enough to take a look?”

The farmer paused reluctantly but before he could answer three puppies rolled out of the doghouse. One tiny, awkward pup hobbled behind. The boy’s eyes lit up. “I want that one,” he exclaimed, pointing to the runt. The man shook his head solemnly. “Son, that puppy will never be able to run and play like the others.”

The boy rolled up his trousers to reveal a steel brace running down both sides of one leg. “I do want that puppy. I don’t run too well myself, and he’ll need someone who understands him.”

That day the boy won the puppy because he moved the farmer’s heart. Why? Because empathy impacts people. Researchers define empathy as the ability to sense other people’s emotions and to imagine how they might be thinking or feeling. Empathy is essential to human interactions because it allows us to connect in authentic ways and to offer helpful words, comfort, or assistance. Empathy is essential in every human interaction but is especially significant for those in customer service.

Empathy Begins with Real Listening

Would you like to be more successful in minimizing difficult situations or by helping customers overcome their hesitations as you’re trying to make a sale?

All empathy begins with real listening. As you listen with empathy, ask questions like:

  • “How is this situation affecting you?”
  • “Can you tell me more about _____?”
  • “What do you think would be your ideal outcome here?”

As a person processes, take care not to interrupt. While you may not be equipped to address their concerns, asking empathetic questions can shift your focus to listen more effectively, opening new lines of communication and diffusing tension so everyone can move forward.

Empathy involves reflective listening, using phrases that demonstrate your understanding. Phrases that show customers you are taking customers seriously might include:

  • “I can understand how frustrating it is when . . .”
  • “I see this is very complicated/upsetting.”
  • “I’m sorry to hear that and I’ll do my best to help.”

Pair Compassion with Action

As you communicate compassion, be ready to follow your words with action.

Take ownership of a situation by following up immediately, by referring it to a superior, or by positively addressing both the person and the problem. Phrases like, “ok, we can fix this,” or “let’s get this sorted out right away,” will reassure customers you’re taking ownership of the problem.

Action-based empathy also means thinking outside the box for large-scale change. Erin Henkel, portfolio director at the IDEO global design and innovation company, says often positive innovation begins with empathy:

“Effective companies need employees who constantly imagine themselves in the customer’s shoes. As they make the customer’s problems their own, they are better able to meet expectations, make necessary changes, and to retain customer loyalty for another day.”

Being able to put yourself in someone else’s shoes is a hallmark of intelligent leadership and of excellent teamwork. Work hard to grow empathy and you will open new lines of communication, create greater understanding, and help everyone achieve common goals.

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You’ve done it!  You researched the young adult market, identified their buying power, and now that “just for millennials” campaign has launched and you’re waiting for the leads to roll in. But instead, nothing happens.

What’s behind the lack of attention and response from this coveted age group? Adults under the age of 30 make up about 1.4% of the U.S. population and pack about 1.3 trillion in buying power domestically. This massive market is made up of savvy consumers who are digital natives and who are very aware of marketing and advertising.

So, why aren’t they paying attention to your marketing? It could be one of these three reasons.

You Treat Them as an Afterthought

It’s a common misconception that millennials, particularly young ones, don’t have the money to buy things or that they waste their money on the wrong things, like avocado toast and pumpkin spice lattes. The problem with this approach is that brands who see these young adults in this way tend to promote the most heavily discounted or bottom of the line products using cost-conscious gimmicks.

Both entry-level products and marketing gimmicks drive millennials away. These savvy users what the newest, the latest and the best, and they can pay for it. Don’t assume your youngest targets can’t afford your best or most recent models. If they are truly captivated with your brand, they’ll find a way. Offer your best products and your most innovative lineup to this group and if they like what you have to share, they’ll keep coming back for more.

You Roll out a “Millennial” Product

You may call it that internally, but labeling your product as a millennial offering is a sure way to drive young adults away from it. Promote it that way on social media and you could get a lot of attention – in a negative way. That innate disapproval of marketing means that millennials are going to be suspicious of any product that announces itself as aimed at them (and could even mock it relentlessly online). You can target millennials with a campaign, approach, or product, but don’t overtly mention it in your materials to avoid a backlash.

You’re Not Social

If you’re dabbling in social media because you are supposed to, but not truly interacting, you’re likely driving away the very consumers you want to attract. Millennials are social media savvy and use channels regularly for entertainment, engagement, and social chatter. A steady stream of promotion is going to drive these coveted young adults away. Instead, pull back on the promotions and truly engage.

If you have an employee who already loves social media, this might be the right person to have monitor and post, even if they are not officially on your marketing team. Social media channels that speak to and “get” millennials can lead to huge brand success, while a mismatch in your messaging can cause millennials to see your brand as out of touch or irrelevant.

Harnessing the power of this massive demographic is well worth the effort, but the first step is ensuring that your current messaging isn’t driving your young adult targets away from your brand. Taking the time to learn how millennials spend money, what matters to them, and even why they love engagement so much can help you tailor your efforts to resonate with this coveted group.

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The 2016 Presidential Election is quickly approaching and, once again, it offers a real “teachable moment” in our nation’s history. Instead of focusing on all of the negativity that seems to be surrounding the United States political system, take a decidedly “glass half full” approach instead.

If running for president were like starting a business (and make no mistake – it basically is), both candidates are providing us with an excellent lesson in customer relations and marketing as we speak.

Know Your Audience

Regardless of what you happen to think about the candidates themselves, one thing is for certain: both candidates know the power of speaking the same language as their target audience. Even though the candidates appear opposed on nearly every issue, it’s hard to deny that they’re each having a tremendous amount of success within their own bases and supporters precisely because they each know what to say and how to say it within their audience. Each candidate regularly draws crowds in the tens of thousands from their most fervent supporters.

However, both candidates are relatively controversial outside of their base supporters, to the point where if they hadn’t made an effort to master and hone these unique voices, they would likely be having trouble establishing momentum at this point. Both of them are still very much “in the game” (against all odds) almost entirely because they’ve taken the time to learn exactly what they need to say and do to build momentum among their own core group of followers.

You Have to Move Past Your Audience at Some Point

Perhaps the biggest lesson that we can learn from the 2016 Presidential Election, however, has to do with growth. While keeping a loyal, enthusiastic customer base is always important, this is only a means to an end – it isn’t the end itself. If you want to continue to grow and evolve as a business, you need to be looking for ways to bring new people into that base and to allow that base to grow. A failure to do so will result in the type of stagnation that will find you spinning your proverbial wheels.

This lesson can be seen throughout the election process as well. Often you’ll see one candidate making a concerted effort to bring as many new voters into their camp as possible, while another seems to be focused on maintaining their existing voters – which can be a problem when you’re running the “business” of a political career.

The raw potential of a single customer for a presidential candidate is inherently limited. Regardless of how passionate someone is, or how much they like you, or how much they’re willing to show their support for you, they can still only vote a single time. Zeroing in on your original, core group of customers with a laser-sharp focus may be an excellent way to make sure they stick around long enough to make that sale (or vote in November), but it doesn’t help you at all regarding expansion.

If you’re so focused on maintaining this core group of followers that you’re willing to alienate everyone who exists outside of your bubble, ultimately you might achieve massive short-term gains, but it’ll be at the expense of your long-term goals. Never be so focused on one group of customers that you’re willing to push another (possibly larger) one away. Understand that ALL businesses require a steady stream of NEW customers to guarantee the growth they need to survive for years to come.

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If you enjoy watching the leaves float down during the fall season, you probably already know that just like snowflakes, each tree’s leaves are individual and unique. Unlike snowflakes, though, leaves can tell you from which tree they came, and fortunately, there are many resources available to you for identifying trees by their leaves.

Knowing more about your surroundings is important, and it can apply well in a work situation.

Discovery

An excellent resource for identifying trees will take you on a journey of discovery: from the color and shape of the leaf to how many points it has, all to learn more about the tree it came from. It might go on to identify the type of bark, the size of the tree, and more to help you determine which tree you are looking at.

There are many ways you can apply this strategy of discovery with your customers, especially if they are repeat customers. If you think about each customer as if they were an onion with many layers to uncover, you can view each contact with them as an opportunity to peel away one more layer.

Learning

Your customers are individuals with unique personalities, family issues, work challenges, and styles of doing business. You can work on strategies to uncover more information about your customers to help cement a relationship with them. Customers who like you and enjoy your relationship are more willing to continue to do business with you and become loyal repeat customers.

Depth

Depending on how you maintain your customer records, there are different methods of collecting and retaining information about your clients. In an article, “7 Ways to (Really) Know Your Customers” (http://www.businessnewsdaily.com/4890-customer-engagement-tips.html), it offers several suggestions for small businesses to get to know their customers better including gleaning social data from sites such as Facebook.

By getting to know your customers better, you can anticipate when they will be spending, what triggers a purchase, and how you can be proactive in contacting them for their triggers. As you learn more about your customer, you can apply your knowledge to help them better manage their relationship with you, potentially saving them money in the long run. For instance, if they are buying their products when needed, but you see a pattern, you can sell them a larger bulk amount on a periodic basis saving them money and securing the purchase for your account.

Knowledge

Knowing your customers will allow you to separate the A and B level of customers from the one-time business customers. As you develop your relationships with your clients, you can grow your business in depth. Then, using similar methods, seek out new business and begin the process again.

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Parents to teenagers and young adults know that there are some lessons that only living life can bring us. Life lessons learned through living life are valuable, and they are hard to teach to teenagers because teens think they have the answers to everything. However, experience can offer up gems of information about what is truly important in life and how to enjoy each moment as it comes.

What are some of the lessons that life teaches us?

1. Life isn’t fair, but it is still good.

How many times have you heard your child or teenager say to you, “but that isn’t fair!” The truth is that life isn’t fair. Life happens as it happens, and you need to learn to roll with the ups and downs and continue on your journey. If you can take each moment as it comes, then you can appreciate the good, survive the bad, and continue on your way.

2. When in doubt, just take the next small step.

Many of the big decisions in life can be broken down into small steps that are easy to accomplish. Each time you have a big project or decision in front of you, you can make it easier to understand by chopping it up into small tasks. Then, do each task one at a time until you complete the whole.

3. Don’t take yourself so seriously. No one else does.

Humor makes life more tolerable both in good and bad times. If you can learn to live life with humor, including your own foibles, you will relax more and stay healthier. Laughter is a stress-reducer and can help keep your craziest days sane.

4. Overprepare, then go with the flow.

Since nothing ever goes exactly as we plan, it is important to prepare for contingencies. If you are ready for the worst, then you will be able to move in various directions when reality hits. You can plan to the Nth degree, but once your event or project is in motion, you cannot stop it. Going with the flow and learning to be flexible will keep you on top of the situation (as much as that is possible).

Applying Life’s Lessons to Business

Running a small business is fraught with surprises, changes, and learning curves. Many of the lessons that apply to life, in general, can be applied to running a business. Small business owners are responsible for everything that occurs in the whole of their business, and it is nearly impossible to predict what each day as a small business owner will bring.

If you can enjoy each part of your business, sharing what you know with your customers and employees, and reaching out to your community to connect with people through your business, you will enjoy life’s journey. Business isn’t always fair, but if you put your heart into it, it will be good. Your customers and employees will see how you run your business, and they will respond. When in doubt, just take the first small step, and you will be able to accomplish whatever goals you set for your business. Don’t take your business so seriously. No one else does. Run your business with a good sense of humor and your customers and staff will join in laughing with you. Overprepare, and then let your business take you where it will. You will discover new dimensions to your niche that you may never have known before and you will have an exciting, fulfilling journey.

Don’t Make the Internet Angry: Important Considerations About Using Social Media as a Marketing Platform

Posted: October 14, 2016 in Default, Uncategorized
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As a sheer marketing platform, social media brings with it a host of advantages that can’t be ignored. According to one recent study, there will be 2.5 billion unique users worldwide on social media networks by as soon as 2018. Right now, social media sites like Twitter and Facebook have the potential to effortlessly connect you with approximately 70% of the United States population.

However, social media also presents some challenges, too – particularly if you insist on taking the “tried but true” marketing techniques of yesteryear and trying to cram them into a social media-shaped box. If you want to unlock the real potential that only social media can provide, you’ll need to keep a few key things in mind.

Different Users Are Looking for Different Things

One of the most important things to understand about social media networks is that they aren’t all created equally. Someone who uses Facebook isn’t looking for the same TYPE of message that someone who uses Twitter is. The same goes for LinkedIn, Pinterest and more. While they’re all “social networks” in the strictest sense of the definition, they all have their unique strengths.

Twitter users are looking for shorter, bite-sized bits of information while Facebook users prefer longer, more thoughtful posts. A piece of marketing collateral that you designed for Facebook won’t necessarily play well to Twitter’s audience, and vice versa. You have to understand the channel you’re using, play to its strengths, and adapt across the board. Even if you’re presenting the same message on each network, you have to make sure that the delivery mechanism is optimized for the platform you’re working with at the time.

Think Young

One of the most mission critical things to understand as you move forward with social media is the fact that 90% of young adults today (defined as people between the ages of 18 and 29) are social media users. Not only that, but a third of them say that social media is one of their preferred methods for communicating with businesses in general.

In essence, this means that if you want to create the type of loyal following that will carry your business far NOW, you have to start playing to their habits on social media today. These younger users will continue to age, and if you can hook them young via social media, you’ve likely hooked them forever.

Social Media Demands Honesty

Finally, one of the most important considerations about using social media as a marketing platform has to do with what happens if things go wrong. Because of the intimate, constant connection that social media generates, anything less than honesty is not welcome. If customers have a concern, address it. If a legitimate problem arises, do what you can to make it right. If something bad happens with your company – be it a negative run-in with a customer to a full-fledged PR disaster – don’t just try to sweep it under the rug and pretend like it never happened.

Gabe Newell, a former Microsoft employee and founder of Valve Corporation, said it best when he said “One of the things we learned pretty early on is ‘Don’t ever, ever try to lie to the internet – because they will catch you. They will deconstruct your spin. They will remember everything you ever say for eternity.”

In essence, this means that while social media can bring a lot of positive attributes to your company regarding the sheer marketing power it offers, it is also a slippery slope. If you want to use social media to develop meaningful, lasting relationships with your target audience, you can’t assume this is a given. You have to earn it, and you can never take it for granted.

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In school and at work, we are often told to create goals and to strive to reach them. After all, achieving our goals is a measure of success and a method of how to pursue our dreams. Goals are a big part of managing marketing and sales in most companies, and they are the markers of who is producing and who is not. Not everyone has the same training in hitting goals, however, nor do goals create motivation for everyone.

What Can We Learn from Goals in Sports?

The easiest way to demonstrate goal setting is to look at sports. Every sport has a goal to reach to win the game. Goals can be achieved through hitting a ball out of the park, into a net, throwing it into a basket, or even by racing to a finish line. Most of these goals are made from years of preparation, training, and study of the game they represent. No athlete achieves success without that training, no matter how easy the achievement looks to the spectator. Athletes work through injuries, bad days, failures, and practice. Achievements are the culmination of hours and hours of work.

Obstacles

The point of a goal is to help you achieve success even with the stumbling blocks and barriers that stand before you. A goal is a guiding light to keep you on your journey or path. Henry Ford said that “Obstacles are those frightful things you see when you take your eyes off your goal.” The obstacles will always be there to keep you from making the goal. You may not have the experience, the education, or the opportunities that your peers or competitors do, however, you can still achieve your goals if you are willing to keep working towards them.

Applying Goals to Business

Like sports, business goals can be short-term or long-term. For instance, you can have a goal of getting ten items completed by the end of your work day. That is a short-term goal. A long-term goal is establishing 100 new customer accounts by the end of the year. An even longer-term goal is becoming the top business in your category in the city by 2020. The key is establishing goals that are reachable, measurable, and trackable so that you can follow your progress as you work towards the goal.

While wanting to be the best business in the city by 2020 is possible, a more reasonable goal is to triple your income from your business by 2020. With this goal, you can create the steps that will lead to the goal, and measure your progress as you continue your journey. You will know when you hit your goal by the numbers you achieve without any arbitrary or ambiguous measurements.

How to Keep Your Goals in the Forefront of Your Mind

Weekly meetings to keep everyone on your team on track may be boring, but their function is to make sure the team members are still striving towards group goals. You can do the same with your personal business goals. Remind yourself daily what goals you are working towards and what you need to accomplish that day to move in the right direction. Remember that keeping your eyes on the goal will help to remove the obstacles.

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No matter what business you’re talking about, most companies usually begin life in the same way: with an idea. You wake up one morning, have an idea for a product or service that you’re sure will be the “next big thing,” and you get to work. You fully commit yourself to building an infrastructure, developing and expanding on your idea, and eventually, you bring your product or service to market.

And then things have a habit of sometimes not going necessarily how you’d planned them.

Maybe people are using your product, but they’re not using it in the exact way that you intended. Certainly not in the way you built your strategy around. Maybe your product or service isn’t popular at all, but the underlying idea is still a solid one. In these situations, you have two options: you can pack up your ball and go home, or you could do what some of the most successful companies in the history of planet Earth have done: you pivot.

The Art of the Pivot in Action

A few years ago, an online role-playing game was founded called “Game Neverending” – you’re forgiven if you’ve never heard of it. The premise was simple – users would travel around a digital map and find other people to buy, sell, and build items with. Included inside the game was a photo-sharing tool, which quickly became one of the most popular parts of the experience. Though the developers loved their idea, users weren’t quite so kind. People were spending less and less time on the “buying, selling, and building items” part and more on the “photo-sharing” part, causing significant problems for the company’s long-term goals.

While you’ve probably never heard of “Game Neverending,” you ARE no doubt aware of a service called Flickr – one of the most popular and widely used photo-sharing tools of the digital age. The developers behind “Game Neverending” realized that they were never going to get people to love their RPG the way they did, so they did what any entrepreneurs would do: they pivoted. They threw out everything except the proven-successful photo-sharing technology and started from scratch. One acquisition by Yahoo! later, and the rest, as they say, is history.

Let the Market Be Your Guide

The key takeaway from this is that you need to be willing to listen to the market and allow it to guide you through execution, even if that execution is at odds with your original intent. Remember that the market is telling you “We like this, but it would be better if it had X, Y, and Z features” is different from pivoting. If users enjoyed the RPG experience of “Game Neverending” and the developers just kept adding game-related features, we might not have Flickr today.

Instead, the market communicated loud and clear: “We don’t like this game, but we do enjoy this one thing that the game lets us do.” These are the types of moments you have to be not only willing to listen to, but also to allow them to change your idea of what your product or service could become.

Listening to the market and being willing to pivot, even if that was the furthest thing from your mind at the time, is not a bad thing. Indeed, history has proven that great things have been born out of it time and again. Because if you release a product or service and are unwilling to change based on the ideals of your users, you’ll wind up hemorrhaging users pretty quickly.

And without those users, what are you left with? Little more than a good idea in search of a purpose, which isn’t anything at all.

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Nobody ever plans on failure. When you wake up in the morning, ready to start another rough day at the office, you don’t think to yourself “Oh boy, I really can’t wait to screw up that big project today.” Failure is something that tends to happen, despite the best of intentions. In those moments of darkness, it’s easy to let setbacks both large and small get you down. However, a quality that all real leaders have in common is that they don’t dread failure at all because they know that it is inevitable. Failure is only truly a negative thing if you fail to seize the opportunity of the unique learning experience you’ve just been presented with.

Failure Helps You Combat Momentum

One of the most common reasons why failure sometimes rears its ugly head has to do with something that can often be your biggest strength – momentum. As the machine that is your business grinds along, day after day, you begin to get into a “groove” thanks to our old friend momentum. Productivity is on the rise; you’re producing adequate results, and you’re well on your way to meeting your deadlines and satisfying clients. Then, disaster strikes. Maybe a finished product isn’t nearly where you need it to be, or a mission-critical process has broken down. This is where momentum works against you sometimes – because you were riding the wave of that groove, you likely overlooked small problems earlier on before they had the chance to become much bigger ones in the present day.

This is where failure becomes your best friend – it forces you to stop and think about everything that led to this moment. What along the way caused the failure that you’re experiencing right now? It likely wasn’t anything that happened this morning, or last night, or even earlier in the week. It was probably a series of small decisions made weeks or even months ago that snowballed into your present situation. With failure, you have an opportunity to look back and see things in a much clearer way. You can make a note of certain decisions you made that didn’t quite pay off in the way you thought they would and, as a result, are ones that you’re not going to make again in the future (or at least you shouldn’t).

The Benefit of Hindsight

An old saying tells us that hindsight is 20/20. Many people think this is an ironic statement – because you can’t go back in time and change the past. You’re forced to live with the knowledge that the failure you’re experiencing is one you created yourself. Instead, look at this saying as a positive thing. Hindsight may not allow you to change the past, but it IS a powerful tool that you can use to positively impact the future. This is the core of what learning from failure is all about.

Think about it this way: your mistake may have cost your business X number of dollars today, but it also helped you save a much larger amount of money on an ongoing basis because you had a rare chance to learn and improve in a way that wouldn’t have presented itself otherwise. Learning from failure, therefore, becomes incredibly positive, as you’re investing in the future of both your company and your career with the lessons you’ve learned today.

These are just a few of the reasons why failure is only a negative thing if you allow it to be. Sure, you had expectations that you’ve set for yourself and others that you didn’t meet – feeling disappointed or even upset in these moments is natural. But failure is nothing if not a great opportunity to stop, reassess, and bounce back even stronger. Failure is natural throughout all points in life. In biology, every time you exercise your muscles begin to break down. However, they then rebuild themselves stronger than they were before – this is how we get more fit. There is absolutely no reason why the same shouldn’t be true in the world of business.

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Marketing is becoming increasingly personalized with the technology available to create templates for customization. More companies are looking for ways to personalize schwag, brochures, and online communications. It is easy to understand why customers love personalization because it means that they are getting noticed, and they can see their name in print or graphics.

Why is Personalization Popular?

While online and digital personalization is easy to implement with current technology, it can also be used for face-to-face marketing. What is interesting is that people are willing to wait for items that are personalized for them. Personalizing communications are the first step in communicating and engaging with the customer. Companies such as Zazzle are making profits printing customized items using pre-configured templates that customers can fill in before they print. Personalization is the result of researching data and getting to know your customer. You can tailor projects and styles towards your customer after finding out what they want.

Often we like to think that items are personalized for us. Personalization reduces the appearance of information overload and helps us to think we are in control. We tend to focus our selective attention on items that are personalized for us from emails to clothing. When someone says your name, you focus attention on that person.

Personalization in the Non-Digital World

Beyond the electronic versions of personalization, you can see this trend on products in the marketplace. Snickers Bars have wrappers with tags such as confused and ornery; Coke cans are being printed with people’s names, and children’s clothing often has names imprinted. These products evoke an emotional reaction in buyers leading to repeat business and customer loyalty. Printers have a unique niche in this marketing avenue since they have been personalizing products for a long time.

Finding the Point of ROI

The point of personalization is to make a relevant connection with a customer. Then you can leverage the connection to drive more business.