Make Sure Your Social Media Is Helping
Social messaging reaches new viewers, raises your brand awareness, attracts new prospects, generates more leads, and helps boost sales. Isn’t that what every business wants?
Recent research reflect that 58.8% of marketers now consider social media marketing crucial to their marketing mix, yet many firms struggle with measuring its effectiveness to identify whether their outreach is working or failing. So how do you measure and manage the ROI feedback of your social media campaigns?
What do you identify and define ways to improve your outreach? To ensure that your social campaigns generate an effective ROI, DEFINE:
- Campaign Goals: What’s your goal? Is it increasing brand awareness or driving sales or gaining market share?
- Target Audience: Who is your target? What do they want? - What messaging attracts them? Are your social media platforms those your prospects use (this is key)?
Combine social media marketing with email marketing since email marketing ROI can reach as much as $40+ for each dollar spent. Three required and proven approaches:
- Offer Quality Content: Write content offering value to your prospects and generates engagement. Vary content formats that target prospects preferences – then post for proven social platform.
- Partner With Influencers: Identify an influencer who is expert in your niche collaborate with them, promote your products/services and point people to your brand.
- Engage Your Audience: Stay connected … Respond to Them - reply to mentions, comments, and feedback. An occasional ‘Hi There” reminds them you haven’t forgotten them.
Use Results Effectively
Tracking and measuring campaign effectiveness identifies the strategies that produce the best results and those that don’t. “Outcome Stats” you must track include:
- Click-Through Rates
Continuous social media monitoring produces vital feedback on how your marketing messaging and vehicles are performing. It defines exactly ‘how this promo worked” and prevents you from wasting time, money, and effort on social media strategies that miss your target prospects. Remember the options are vast and your competition is stiff. Scrutinizing statistics of how your community responds makes sense. It’s not only rewarding and informative, but helps you plan.
Testing and optimizing your messaging helps you achieve better ROI. It’s a process!
Pat Dwight - HQZ Experts - www.hqzexperts.com
Trends Shaping the Future of "Work"
Status Quo Is Gone Forever
I’m passing along this revised article because I think it is a message that employers need to read! Writer Kate Lee has researched this “Going to Work” topic and writes a great report about people and their jobs. One of the biggest changes going forward is where people work. This statistic shocked me: the number of employees permanently working remotely globally is set to double in 2021.
And, this study is very surprising: The largest remote work experiment indicates that remote work can increase productivity (15%-40%), reduce absenteeism (40%), decrease turnover (10%-15%), reduce real estate and resource usage expenditures (+20%), increase engagement, and increase performance. Given this, it is not surprising that 83% of employers say the shift to remote work has been a success and that less than one in five executives say they want to return to the office as it was pre-pandemic.
The stats are clear … employees don’t want to return to the office location standard prior to 2020 either. One study found that 61% of employees want to work from home indefinitely even after the pandemic is over. Twenty-nine percent of respondents said they will quit their job if they aren’t allowed to continue to work remotely, and 62% either agreed/strongly agreed that in the future they will prefer employers offering remote work.” Research by OWL Labs and Global Analytics Workplace found similar results: 80% full-time employees expect to work from home at least three times per week and half of the respondents say that if their employer won’t allow remote work they would look elsewhere. Also, a revelation.
While pre-virus location was a differentiator for organizations, post-pandemic, location will no longer play the same role. As the research shows, post-pandemic, employees give preference to organizations that offer remote and hybrid work – and will leave organizations that do not offer these models.
The virus has exponentially accelerated trends including online learning, virtual health, virtualization of the workforce, and e-commerce. In some cases, changes that were projected to take years, occurred in months, weeks, and even days. At the same time, uncertainty is widespread as are the economy, mental and physical health, and logistical disasters.
Leading Health and HR experts concur that as much as we would like to think of 2020 as an anomaly, it probably isn’t. The consensus is that post-virus change will be much more rapid, continual, and ubiquitous. They see change being defined by effective leadership - where effective bosses will be wise and discerning in navigating change while also being humane. They will become anti-heroic leaders and show authenticity, humility, and vulnerability that drives shared learning and productivity and lead to a better future for all.
A Managing Director at a Fortune 100 company shared that leading teams in this environment forces one to be more human. Closer relationships will evolve because people/workers know each other on a very different level now. This experience is now normal.
The chief of research for the Gartner HR practice sees nine additional trends that will shape 2021 and the future of work:
- Employers will shift from managing the employee experience to managing the life experience of their employees.
- More companies will adopt stances on current societal and political debates.
- The gender-wage gap will continue to increase as employees return to the office.
- New regulations will limit employee monitoring.
- Flexibility will shift from location to time.
- Leading companies will make bulk purchases of the COVID vaccine for employees — and will be sued over COVID vaccine requirements.
- Mental health support is the new normal.
- Employers will look to “rent” talent to fill the skills gap.
- States will compete to attract individual talent rather than trying to get companies to relocate.
Leaders who take a wait and see approach will find themselves at a disadvantage, while leaders who act proactively have a far greater competitive advantage.
While it is not yet clear what life will look and feel like post-virus, what is clear is that our future and the future of work will not be a return to the status quo.
I hope that as you read this post you clicked through the highlighted text. The information is not opinion but reflects studies by respected entities. What surprised me the most is the shocking changes resulting from the 2020 COVID-19 experience in just one year.
HQZ Experts - www.hqzexperts.com
2021 Busines Perspective
Who could have imagined the way 2020 would unfold? The speed in which Coronavirus erupted here and globally resulted in unprecedented disruption to the business landscape? Almost instantly, organizations were forced to change most of the ‘routine working norms’ because they were confronted with the challenge of either adapting or becoming irrelevant … or worse, to disappear completely.
At year’s end, most companies have accelerated decision making related to 1). technological advances and 2). new or alternative ways of working while collaborating with colleagues and customers in a more inclusive manner.
So, Where Are We?
Most businesses large and small are challenged operationally. But recent research surprisingly there is also unexpected positivity about the future. This sentiment is shared across industry and geography:
- Diversification – Most businesses considered some form of diversification – either establishing new income streams or changing their focus to alternative ways of delivering the same services. While many stopped or slowed major investments, others continued in profitable business tactics.
- Biz Confidence – Companies view the ‘new normal’ with a level of confidence. Business owners share a degree of positivity in their ‘situation’ and some anticipate they may benefit from it next year.
- Workforce Mgt. – Many companies have experienced recruitment freeze, yet others have seen an uplift in recruitment activity i.e.: shipping. So, in order to enhance organization efficiencies, a degree of structural “flattening” has or will occur… meaning removing excess bureaucracy should help balance appropriate labor deployment.
- Agile Working – The future of ‘working’ is somewhat cloudy. Some managers will support a more agile approach while others will practice ‘normal’ office environment and change nothing.
- Digitalization – Many organizations have accelerated their digital transformation and have diverted funds and resources there to facilitate more rapid change.
The most challenging future business environment may be the impact COVID-19 has on entrepreneurs and start-ups. Even though start-ups are buoyant, there’s a trickle of talent moving away from risky start-ups rather than positions where individuals gain a greater sense of security. The long-term impact from this virus is too early to gauge.
Suggestions: Embrace - Encourage These Practices
Prior to January 2020, mergers grew, and business acquisitions romped with a sense that the future was on track. Today Covid-19 has created the greatest business disruption of modern times. All businesses are grappling with operating in a changing world at an alarming rate.
Opportunities are also evolving. Companies have moved from office-based working to remote or flex working. Service development accelerated. Organizations raced to enable their employees to remain connected, while everyone shifted shopping habits to the internet almost overnight. The virus greatly tested the plans in place before Covid-19 struck; for a few, business operations were agile enough to meet the changes, but others realized how exposed and ill-prepared they were. Trends at year’s end see that organizations are learning to adapt to avoid future chaos and disruption.
The most obvious enabler has been accelerating investment in technology by blending strategy, focused efforts, resources, budget and digital ‘enabling’. The goal is to become as efficient as possible. The organization is that enabler. Back in January the degree of effort to ensure that people felt supported, understood, and engaged was consistently strong, yet over time, these efforts stalled. To survive, businesses must re-ignite support efforts to ensure that employees remain a powerful business enabler going forward.
In times of crisis, organizations have a unique opportunity to revamp their operating model and try new things. These shifts require buy-in from the top down through management ranks if culture and attitudes are going to change.
Employees want better and safer working conditions. So, businesses must review how they balance social distancing and maximize density of office space to keep their staff healthy. Some may implement more flexible working arrangements. By remaining positive, those who embrace the values of empathy, collaboration, honesty, and trust will emerge as positive role models for their organization.
The situation continues to evolve rapidly, with many cities and businesses re-introducing lockdown restrictions due to further virus spikes; this uncertainty makes it particularly hard for organizations to plan for the future. Review the predictions below:
- Fast-tracked Digital – Businesses are now more agile and flexible without impacting operational efficiency which enables this pace change to accelerate as they consider how their employees better serve their customers and clients, drive value from their supply chain and boost profitability.
- Re-Alignment – Efficiencies driven from utilizing a remote workforce is working. The employee experience will become more essential to companies as they seek to retain, develop, and acquire the skills and talent to satisfy this operating model.
- Leadership Change – Covid-19 has created unprecedented leadership challenges … for some a successful passage in leadership careers, for others less so. These successes and failures will bring a shift in the boardrooms of many companies and present opportunities for them to attract the services of those who’ve overcome Covid-19 challenges.
- Legislative Shifts – The e-commerce business uptick has already seen localized legislative changes implemented by government-imposed regulation of a commercial sector. It’s likely that Covid-19 will have far reaching implications for how organizations operate and the way in which they are legislated.
“Unprecedented” for sure yet the world continues to operate. What we remember about this time will be the resilience and tenacity of business. Taking a moment to reflect on 2020, will help ensure that if we face such a challenging environment again, business continuity plans can be dusted off, revisited and re-used.
Looking into a new year there is a level of optimism and anticipation. The business world is grateful for all it learned in 2020 and is optimistic that 2021 will emerge ready and capable to face life beyond the COVID-19.
HQZ Experts - www.hqzexperts.com
The CORONA-19 virus has brought lots of changes. But let’s consider the positive effects on how businesses have been forced to revise many processes as well as how their customers - you and us - have adapted. Will this new approach likely continue to evolve at an accelerated pace?
Adapting: Modify, Adjust to New Conditions, Transition
These are great definitions of our new norm. Almost overnight reconfigured business and personal practices have not only changed – they’ve rescued. Evolving out of necessity, companies and employees who are surviving, now employ a changing digital reality that’s surprisingly shifting long-lasting traditions.
Digital Services Approval
Although embracing digital services has been forced upon us, many businesses and almost all Americans are taking this approach - even some who never shopped online – have fully embraced doing so. A good many are not likely to return to their previous purchasing approach.
Fewer Events/More Incentives
There has been a universal SHUTDOWN of most major business events. Not to worry … companies and people with the right technology and motivation have simply shifted to online versions of “online meetings” which are readily available and likely free for the guests. Even though personal interaction is missing, participants still offer diverse content and new ideas while maintaining connection with their customers and supporters.
The ‘new normal’ continues to gain momentum but since humans highly value social interactions, events won’t disappear. Those that return to trade shows and conventions will need to work much harder to justify their existence, and many have already been replaced by virtual equivalents.
Remote working is finally here. Friends and colleagues, I’ve spoken with really enjoy the new norm. Research studies indicate that working at home has consistently grown by 173% since 2005. Given the imposed shutdown, this statistic is expected to increase even more.
Employers realize that their employees don’t need to be seen all day, every day. The new remote working has shown that it’s possible to carry on the business without employees in the office. Given the technology now being utilized, flexible working has become both viable and essential.
Likewise, responsible, productive employees don’t need to be ‘present’ nor do they want constant oversight. Welcome benefits from this ‘new normal’ methodology has created less commuting (fewer cars on the roads and less congestion), reduced energy in mega-offices (air conditioning/heating and lighting, security, etc.).
New Norm has ended wasteful, costly business practices. It’s forced creatives to be more creative and surprisingly, has resulted in rapidly executed, great work. We’ve seen what can be done with less, and reverting to the big budget, big team model is going to be harder to rekindle for companies and their employees down the road.
On the bright side, the last ten months has made honesty a core value in the workplace. Leaner and smarter has become the new reality … build upon this new perspective and think about the many new possibilities awaiting your business.
HQZ Experts - www.hqzexperts.com