Wednesday, August 31, 2016
Julia's mother, Chrissy, said that when her Julia was born, she couldn't hear her mom and would smell Chrissy's neck for comfort instead. The moment Chrissy picked up Walter, he did the same thing. "I remember just looking at him, and I knew that he was meant to be ours," she said in a Humane Society video. Walter was the last puppy of his litter to be adopted, but the Humane Society did not give up hope.
The Pasadena Humane Society, which introduced the two, posted a video of Julia and Walter on their page. The reaction was immediate and positive. "Amazing!!" said one commenter. "This is my dog, Wyatt. He is also deaf, and he has no idea he is different."
When we are communicating with our prospects and our customers, we can take some valuable lessons from Julia and Walter:
1. Different customers will respond to different communication.
Customers are not all the same. You will deal with Millennials and Boomers, urban and rural folks, and people from different income brackets and areas of the country. It is important to segment your marketing lists and create materials for each individual group.
2. Remember that each group does not think of itself as a segment.
Just like the dog Wyatt who thinks himself like any other dog, your customers just think of themselves as ordinary people. Talk to them directly and respectfully. Never talk down to a group. Don't use slang that is not in keeping with your brand. This can feel false and off-putting.
3. Remember that consistent marketing is key.
Don't just reach out to each segment once. Create follow-up emails and other remarketing opportunities. If you do direct mail, send a follow-up postcard to go out to people who did not respond to your initial offer. Just like raising puppies requires a long-term commitment, nurturing a prospect from initial contact to conversion takes patience, time and effort.
Marketing segmentation takes more time and attention than a shotgun approach. But, over time, you will find that it consistently increases your return on your marketing investment and helps you build stronger relationships with your clients.
Friday, August 26, 2016
Though you might not know the name Aaron Sorkin, you're no doubt familiar with some of his work. He's the brilliant writer behind some of the most critically acclaimed, successful shows on television in the last two decades including, "The West Wing," "Studio 60 on the Sunset Strip," "The Newsroom," and more. One of the constant themes in all of his different works is that the last episode of the first season of all of his shows all share the same title: "What Kind of Day Has It Been." This repetitive title isn't an example of a lazy writer who just can't come up with something unique. It is Sorkin's thesis statement. "What Kind of Day Has It Been" is a phrase he uses to indicate reflection. At the end of the season, he (and his characters) always look back and examine where they've been and how far they've come to get a better idea of where they should be going next.
This type of reflection isn't just important in terms of prime-time dramas; it's also a hugely invaluable tool in terms of running a business for a host of different reasons.
The Benefits of Periodic Reflection
At its core, reflection in the world of business is an attempt to take some of the critical experiences that you've had in the not-too-distant past and force you to think about them in a meaningful way. It's an attempt to take both successes and missed opportunities and dive deeper than you may be used to. It gives you the chance to articulate the key lessons that your experiences have taught you, either consciously or subconsciously, and use those insights as the basis for every decision you make moving forward.
One of the main advantages that reflection like this brings to the table is one of increased confidence. Even if you weren't able to achieve a particular goal, going through the process of breaking it down into the sum of its parts can still provide a valuable context as to why events played out the way they did. This, in turn, will help you harness the real learning experience that even less-than-stellar days can sometimes bring and create something positive as a result. Reflecting on the lessons you've learned throughout your career in this way can also make you more productive for the same reasons.
Remember that when you begin any journey in the world of business, be it to finish one particular project, increase revenue by a certain date, or release a new product or service to market, the road that you're about to travel is one that is clouded by expectations. When you're at the end of that journey, however, those hopes are gone. Taking a cold, hard look at everything that led you to this point can not only give you a chance to celebrate your successes, but it can also provide you with valuable insight into issues that you may have encountered or lessons that you may have learned. Reflection is the mother of course correction and that brief pause at such a critical time could very well be the moment of clarity you need to start your next journey with some much-needed perspective.
Friday, August 19, 2016
Organizations that want to leverage the power of modern technology with as few of the downsides as possible would do well to learn three specific letters as quickly as possible: V, P, and N.
What is a VPN?
Short for "virtual private network," a VPN is exactly that - a private network that extends across either a public network or a larger, global network like the internet. Think of it as a lane on a highway that only you and your employees are allowed to use while on your way to work. Sure, there are other cars out on the road trying to get to various destinations, but YOU are the only one who gets to enjoy that one, special lane.
This may be a bit of an oversimplification, but this is largely the idea at the heart of a VPN. It allows users like yourself to both send and receive information over public networks like the internet with all of the privacy and security they would expect if they were connected to a smaller private network in their office.
Many businesses use VPNs to help increase security as more employees work remotely. Using a VPN, remote users can connect back with the head office, or regional offices can connect with one another, without worrying about anyone with malicious intentions intercepting their traffic.
Why is a VPN So Important?
For business professionals on the go, VPNs are important, thanks to one simple, little word: security. While connections to the internet are a dime-a-dozen, SECURE connections are much harder to come by. If you hop onto the Wi-Fi network at your local Starbucks to send some important files to a client, anyone on that some network could potentially "snipe" that file out of the air and gain access to it if they know what they're doing. This is because Starbucks' network was designed to be public so everyone could use it, which unfortunately means any and all traffic going over that network is essentially up for grabs.
However, if you used that same Starbucks Wi-Fi connection first to connect to your VPN, the kid with the laptop three tables over trying as hard as possible to read your emails can "hack" all he'd like, but he won't be learning your trade secrets anytime soon. VPNs allow businesses to extend the security of their local intranet while located out of the office, allowing remote employees to be as productive as they need to be without worrying about something like a data breach.
These are just a few of the key reasons why VPNs are so important for today's modern business world. When dealing with something as inherently volatile as the internet, the security and privacy benefits alone are more than worth the investment, even - and before you begin to think about the added level of protection this gives to employees working out of the office. In an era where data breaches are all too common, and concern with data privacy is at an all-time high, virtual private networks are one of the single, best ways to remain protected and productive at the same time.
Tuesday, August 16, 2016
When it comes to business, change is inevitable. As the world changes, so do our businesses in order to stay up-to-date and competitive. However, with each change, it becomes necessary to follow a transition process to acclimate both employees and customers. A transition can be the cause for issues to crop up in any area of your business. At a minimum, it can cause whining, grumbling and potential mistakes from your staff.
When managing change in your business, keep this quote in mind.
"Without change, there is no innovation, creativity, or incentive for improvement. Those who initiate change will have a better opportunity to manage the change that is inevitable." ~ William Pollard
The Need for Innovation
Innovation and creativity are two of the most important factors that make your business a premier vendor for your customers. How you and your staff interact with customers and how you provide the best products and services to them will nurture loyal customers and make their lives better. While your techniques and results may change, your values do not, and that is what your customers will come to expect from you.
Creativity is Evergreen
Your ability to create, or to help your customers create, is a valuable talent. Managing change offers you an opportunity to find new ways to develop and display your "wares." Since change requires learning and developing new skills, people that go through any transition can stimulate their creative centers at the same time they are learning.
How to Manage Change Effectively
To help your employees, customers, and yourself manage change in a positive manner, look for ways to reward people who make the transition effectively.
1. Use change to retrain staff on necessary skills and review their knowledge.
2. Offer incentives for staff to display their new knowledge and expertise to customers.
3. Offer discounts to customers who try your newest innovation.
4. Take the change in stages that make sense for the involved participants.
5. Explain why you are making the change and how it will improve your product, your operations, or grow your business.
6. Give staff and customers a forum to voice their opinions and complaints.
7. Thank people for trusting you and making the effort to try something new.
8. Express your understanding of resistance to change.
As you ask your people to take the steps to change, remind them of how far your business and industry has come and where you would be if you never made any changes.
Monday, August 15, 2016
There's File Sharing, and Then There's Secure File Sharing
In the last few years, file-sharing solutions have become a lifesaver for anyone who needs to remain as productive as possible even if they can't physically make it to the office to do so. More and more traveling professionals are turning to cloud-based providers to do everything from collaborating on documents to sending files to clients for approval and more, all while on the go. The most important thing to consider in this regard, however, is security. This is particularly true because as a traveling professional, you'll likely be spending a great deal of time on public Wi-Fi networks.
While a cloud-based file-sharing provider itself may be secure, your connection is most certainly not. All it would take is someone connected to the same public network that you are with a little knowledge to pluck every kilobyte of data you're sending and receiving out of the air, exposing you and your enterprise to harm. If you're serious about file sharing, invest in an FTP (file transfer protocol) solution for your business.
You still get all of the file-sharing benefits you've grown accustomed to, but you get the added benefit of both at-rest and in-transit encryption. Even if someone were to intercept an important, confidential file you're working on or transmitting, the data inside would be impossible to access without the encryption keys that only the sender or the recipient have.
Infrastructure as a Service
Infrastructure as a Service, or IaaS, is something that tech-savvy traveling professionals should look into if they're serious about doing as much work as possible on the go. IaaS takes the same concept as file sharing only it extends these benefits to EVERY last part of your digital life - from the software that you use to the hardware you use it on and more. All of your mission-critical services are delivered in an on-demand capacity over the internet, meaning that the program you use to get work done in the office is the same one you use to get work done while on vacation.
Because everything is hosted online, you don't ever have to worry about creating a file in one version of a program that turns out to be incompatible with the one you use when you get back home. This also removes the reliance on a single operating system from the equation, turning EVERY computer or mobile device into essentially a carbon copy of your work computer at any given moment.
These are just a few of the tips that the tech-savvy traveling professional can use to remain as productive and as proactive as possible while on the go. Technology is a great thing, but it is NOT a magic bullet - you still have to be careful so that you don't find yourself on the receiving end of a data breach due to lax security protocols (or worse - user error). As long as you understand that "productivity" and "security" are two terms that will always be closely related, you'll find that geography is no longer your biggest inhibitor of productivity any longer.
Tuesday, August 9, 2016
Lily Robinson, 3 and 1/2 years old, wanted to know why the Tiger Bread from Sainsbury's (a British convenience store) wasn't called Giraffe Bread. After all, it looked like giraffe skin. She wrote a letter to Sainsbury's and her mother mailed it to their customer service department. (https://www.helpscout.net/10-customer-service-stories/)
In an incredible customer service response, Chris King, 27 and 1/3 years old, responded to Lily with another letter and a gift card. That response in itself would have been an incredible customer service moment, but the story continues.
Sainsbury's decided to change the name of the bread to Giraffe Bread and created signage explaining the story. Lily's mom was so impressed that she wrote about the story on her blog. (https://jamandgiraffes.com/2011/06/15/our-careline/) The story then got picked up by BBC News (http://www.bbc.com/news/business-16812545) and became a marketing tale that has returned goodwill to Sainsbury's many times more than what the first gesture from Chris King cost them. While this return doesn't happen every time you offer excellent customer service, your actions and response to customer complaints are opportunities to cement relationships with customers. Often, it is the customer service assistance that creates the most indelible mark in a customer's memory.
Customer Service as an Opportunity
There are many similar instances that companies never find out about that affect their bottom line. Not every customer calls or writes to a company because of a good or bad customer service experience. However, they may tell all of their friends about it. Positive or negative, word of mouth goes far and can create a bundle of good or bad press for a company.
Because most of us are dealing with automated phone systems and customer service reps that speak other languages and barely know English, a lot us have become numb to the massive amount of poor customer service. When we do come across good customer service, sometimes it is a shock to our system. We crave good customer service, and most people will return and refer others to any company that treats them well.
Examples of good customer service opportunities abound:
*The mechanic that takes the time to explain what is wrong and why it needs to be fixed, but won't fix anything that is unnecessary.
*The patio furniture sales person who brings out a ladder to get the last display model from the ceiling-high display shelf.
*The jeweler who walks the customer through the options of repair for their cherished, but cheap, pearl necklace.
These types of customer service experiences are appreciated by the customer and remembered.
By treating every customer service issue as an opportunity to strengthen your relationship with a customer, you can build the loyalty that every business needs. Loyal customers are your bread and butter, the customers who pay your monthly bills month in and month out.
Being a small business can give you more of these opportunities because you know your customers personally, so use these moments as a chance to shine.
Friday, August 5, 2016
Because of this, it's best just to assume that EVERY conversation you have with a customer is under public scrutiny at all times (because it probably is). Even responding to what you believe to be an invalid negative review of your business has the potential to turn quickly into a lightning rod of controversy depending on where it falls in the news cycle.
The Lessons Learned
For the sake of argument, let's say you've found yourself in the middle of a PR nightmare due to a conversation with a client that quickly went south. Maybe one of your customer service reps let emotions get the best of them and what started as a routine call quickly turned hostile, Now, the whole world seems to know about it. You can't take back what has already happened, but you CAN use the lessons that you're about to learn as the foundation of every decision you make moving forward.
For starters, examine the situation to find out what you did right and, most importantly, what you did wrong. The fact that you're in the midst of a public relations crisis itself is not something you did "wrong" since popular opinion isn't necessarily something you can control. However, look at the steps you had to take as a group to get there. What problem did the customer call about in the first place? Why did the conversation with your rep turn so negative so quickly? Why does this single interaction seem to be capturing the attention of so many people at this particular moment?
Once you have the answers to these questions, you can then get started making it right. Note that this does not mean "fix the problem" as in "make it go away." It means to do what you can to course correct and get back on the path you want to be. Take the steps to educate your reps on how to avoid these situations in the future. Take a look at the original problem that the customer had with your product or service and, if valid, do something to fix it. If the client took the conversation public on Facebook or Twitter, respond the same way. Remember - all eyes are on you and customers who see a business that is willing to own up to its "mistakes" and make them right are more likely to show sympathy and compassion than if you try to take care of everything behind closed doors.
For many businesses, a public relations nightmare is not a question of "if" but "when." The key thing to take away from this situation is that you have a unique opportunity that you can use to improve your operations across the board. Even if you think you're in the right, there are likely things that you could have done better, or you wouldn't be in this situation in the first place. If you DON'T take this as a chance to learn some very valuable lessons, you're wasting an opportunity to turn lemons into lemonade from a business perspective.
Wednesday, August 3, 2016
Despite the criticisms, Hilde has continued to report the news. She has a hotline that people can call to have vandalism investigated. Stories reported by Orange Street News range from local thefts to the expansion of the route of a local ice cream truck. While some feel that reporting on the hard news is not the job of a nine-year-old, one group, in particular, disagrees: publisher Scholastic has just offered Hilde a four-book deal. She will be co-writing a mystery series with her father. The first book comes out in 2017.
Had Hilde backed down when she received criticism, she would never have gotten this opportunity. The book deal makes Hilde one of the youngest individuals to publish a book series.
Just as it took perseverance for Hilde Lysiak to keep creating stories for Orange Street News, marketers need to keep up consistent efforts even when they're not getting results right away. Here a few areas where prolonged and consistent action is necessary to get the sales that make your business a success:
1. Social media marketing.
There are over 32 million Google results for the phrase "social media marketing doesn't work." However, when you go further, you'll find that the ways that people have been social media marketing are what does not work. For marketing on social media to work for your brand, you need to post consistently. According to Buffer, you should post anywhere from once per day on LinkedIn to five or more times a day if you are marketing on Pinterest. Without this level of commitment, you will not get the results you want.
2. Email marketing.
If you send an email blast just once with no follow-up, your conversion rate will be low. However, follow-up emails can raise it considerably. Research from Salesforce indicates that it can take anywhere from 6 to 8 "touches" to generate a sale. People are usually not ready to buy the first time they have an offer. By reaching out several times, you can help build their trust and comfort levels and get them willing to buy.
3. Blogging on your site.
If you do not blog consistently, you will not get the sort of traffic and build the type of relationships that can help support your brand. Blogging at least twice a week will help you get more traction in the search engines and will give visitors more materials to check out while they decide whether to give you their business.
No marketing effort will work overnight. By being consistent and persistent in your marketing materials, you can improve your conversions and see more success in your marketing efforts.