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Pat Dwight

E-Mail Deliverability Is A Process

There is an important distinction between email delivery and deliverability. Delivery is when the Mailbox Provider (MBP) - Gmail or Hotmail - accepts an email into their network. Whether it lands in spam or the inbox, it is considered delivered. Deliverability refers to whether your audience has received the email into their inbox, which therefore affects the actual open rate.

Lessen e-Marketing Risks

Having proper protections supporting your website keeps it secure while improving its reliability. The more reliable your site, the more your visitors trust that you can keep their information secure which builds greater trust in your brand.

Branding

Most marketers understand the impact of human experiences influenced by relating products and services to personalize those experiences—making impressions at just the right time likely transforms someone forever.

Ponder These SEO Realities...

Researchers estimate that there are approximately 6.5 billion web queries daily. Think about that for a moment.

Change Marketing Approach Now

The way people purchase things is dramatically different since Covid-19 began. Latest numbers reflect that 67% of consumers now  use multiple channels to complete a purchase transaction – heavily on online.

Marketers Meet Virtual Events

Remember when “events” were conventions or trade shows? Given the past years business upheaval, virtual events are now outperforming traditional trade show/convention venues.  Face to face marketing has almost disappeared and has been replaced by virtual events – which are now the new norm and seem to be working out surprisingly well.

Business Communication Has Changed

 

Web conferencing - collaborative services including webinars, webcasts, and web meetings - deserves a gold star. It has grown exponentially during the past few years and remains a viable alternative to sales and marketing when the traditional approach was throttled in late 2020.

Building & Maintain A Zoom-Webinar Audience

Business norms have been forced to dramatically change their business practices. Live webinars have emerged as one of the most powerful engagement and lead generators available … and has now become a necessity. Zoom

Successful webinars define your organization as viable and a leading influencer while helping sustain your loyal patrons as well. Keep in mind that maximizing webinar interest and attendance requires experience and constant cultivation. Nothing is more disheartening than spending time and money promoting your webinar—only to have a paltry turnout.

Webinar attendance really matters in the webinar exchange and often provides invaluable information to your audience. But capturing attention is not as easy as it once was since everybody’s inbox is bombarded by webinar invitations every day. The following reminders provide tactics on making the most out of your company’s webinar events.

Offer Valuable Content

Present a strong webinar topic and avoid commercializing your product or service; the assumption is that you have something they need or want. When guests attend your presentation, remember that they don’t want it to be all about you, but rather, about them!

Your webinar invitations should be relevant to your audience and offer insights (information about solutions) they need. The objective is to generate leads, but your ‘attendees’ have been invited, so be sure to engage them with valuable shortcuts, solutions to their problems or give them an information ‘resource’ they may not presently have known about.

And, finally, vary your content topic for your prospects. Choose a speaker that is credible, personable, and prepared to deal with a Q&A at the conclusion. Gracefully point them back to your website, Facebook and YouTube links to provide them with broader exploration of your topic/solution.

Keep It Brief

Don’t forget that these are professionals who have busy schedules. With that in mind, ideally, your webinar should be no longer than 30 minutes (an absolute maximum of 45 minutes if technical information really helps THEM). Beyond the presentation timeframe, leave ample time at the conclusion for a live Q&A.

Announce, Remind & Maybe 1 More Remind

Ensure your presentation material is ‘well prepared and ready to for primetime’ prior to sending the first invitation. Then, send three notices to your invitees – we recommend the drops be sent 1 week before, one day before and possibly 8:00 a.m. on the webinar date. This routine is all easily automated via email.

Encourage Feedback

Most of the time there is no gift offered to your guests other than your insightful information providing valuable or “Just-In” information that is useful to them. Likely most attendees joined your webinar without a gift enticement ... Offering a gift is up to you.

You do have a great opportunity to sweeten the follow-up. Some firms conclude the webinar by asking attendees to complete a survey on their viewing experience. Others prefer to send a brief ‘thank you for attending the webinar’ email with a date of your next webinar. Since you can determine who engaged in the online dialogue (you spoke with them) or they clicked through to your URL links (uniform resource locator) which is available in your webinar platform host database report.

Whether positive or negative, all customer or prospect feedback is golden because it helps you improve future webinars. The whole point is to use these webinar contacts to meet and build relationships with them.

Having on-point, well-designed presentation material can make or break your webinars. HQZ Experts creates topical and timely, concise PowerPoint presentations for clients’ webinars. Call us (949-454-6149) or email This email address is being protected from spambots. You need JavaScript enabled to view it. to learn how we can help your sales and marketing program. 

For more information, contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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:

  • Opens
  • Reach-Range
  • Engagements
  • Click-Through Rates
  • Sales
  • Profits

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

For more information, contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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:

  1. Employers will shift from managing the employee experience to managing the life experience of their employees.
  2. More companies will adopt stances on current societal and political debates.
  3. The gender-wage gap will continue to increase as employees return to the office.
  4. New regulations will limit employee monitoring.
  5. Flexibility will shift from location to time.
  6. Leading companies will make bulk purchases of the COVID vaccine for employees — and will be sued over COVID vaccine requirements.
  7. Mental health support is the new normal.
  8. Employers will look to “rent” talent to fill the skills gap.
  9. 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. 

Pat Dwight

HQZ Experts - www.hqzexperts.com
For more information, contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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

Biz Disruption
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.

Biz Enablers

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.

Human Element

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.

Looking Forward

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.

Pat Dwight

HQZ Experts - www.hqzexperts.com
For more information, contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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