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10 Interview Questions That Will Unlock Any Candidate’s True Colors

Everybody wants to hire the best candidate, right? While some companies are really stellar at the hiring game, most are not. Finding and filtering out the best applicants can be incredibly hard and time-consuming.

And most companies out there hire their top choice only for it not to work out in the end. In fact, according to the Harvard Business Review, over 80 percent of turnover is attributed to bad decisions in the hiring process.

In other words, it often takes a different or innovative approach to filter out the best people for your business, and the interviewing process plays a key role here.

If you keep asking the same typical “screening questions” as everyone else, you’ll always get the “right” answers if the applicant completed at least a little of their due diligence.

But that doesn’t help you to get to the core of their personality or to evaluate if the candidate is the right fit for your company culture. And for us here at Hatchbuck, culture fit is everything. To uncover that perfect fit, you’ll need to get into the nitty gritty with your questions. Here are a few helpful questions that I have used in our interview process to help us land rockstar candidates.

1. Why are you sitting in front of me today?

Everyone comes with a rehearsed story. However, if you dig a little deeper you may learn their true motivations and purpose.

For example, some candidates are either about to be terminated or are simply running away from something. They’ll most likely accept any job and pose a high risk for your business. Push a little further with this question in order to make sure the good intentions are there.

2. What is your ultimate failure? What did you learn from it?  

This is important. Why? In her book ‘Mindset,’ Carol Dweck identifies two categories of people. Those with a growth mindset and those with a fixed mindset.

The former ones are more successful and make a great part of the team. That’s because they see failures and challenges as growth opportunities.

3. Can you describe your ideal company culture? Why do you think you’re a good fit here?

An ideal employee is both culture fit and highly qualified. But often you only have to choose between the skills and culture fit alone.

The most successful companies put culture fit first. You can always train the skill but it’s hard to change someone’s personality.

4. Tell me about a time when you had to deal with conflict on the job.

How people deal with conflict and how they get involved in conflict in the first place tells you a lot about the potential risks they may bring to your team.

For example, a study published by Harvard Business School calculates that so-called ‘toxic’ employees can lose your company up to $10 for each $1 a high-performer adds to the bottom line.

They also have an overall impact on the morale, well-being and team productivity. This particular question is a good starter to reveal more about that aspect of a candidate’s personality.

5. Tell me about the time you set an extremely hard goal. What did you do to achieve it? Walk me through the process and the purpose.

If you’re looking for a results-driven candidate with a goal-oriented personality this question can give you concrete insight into their approach and thinking when dealing with difficult tasks.

6. If you never had to worry about money, how would you spend your life?

Passion is critical to excelling at what you do. While most of us won’t have a job that 100% matches all of our passions, this question reveals several things.

What are the candidate’s true passions and how close are they to their desired position? For example, if someone applies for a content marketing position and they’re truly passionate about writing, you know they’re pretty close to enjoying what they do.

7. Pitch [name of your company] to me as if I were buying your product/service.

This is an alternative way to find out what the candidate knows about the company. Instead of asking the usual ‘what do you know about our business,’ it allows you to discover their true understanding of where the business’s value proposition comes from. Or better yet give them a real world project to tackle.

When I was hiring for our Content and Social Media Manager position, I gave candidates access to our live Twitter account and had them create and schedule posts. It gave me a sense of their creativity and understanding of our culture, brand and mission. The result?  It delivered us an amazing candidate in Allie, who is a total rockstar and couldn’t be a better fit for our culture.

8. What is your vision for your role on this team and your contribution to the company?

If the overall strategy and vision match the candidate’s expectations, that’s a good thing. However, if they’re completely off, it can make the entire team dysfunctional by slowing down the decision-making processes and collaboration.

9. How do you imagine your growth within the company?

It’s important for your employees to not only expect their personal growth but have a clear vision of it. What’s even more important is to assess if that vision is realistic in the first place.

You can go even deeper and ask them about their growth with a past employer. Where did they start, how did their performance change and what did they achieve?

10. What would you hope to accomplish in your first 30 days on the job?

The first month is critical and this question will help you find out what are the candidate’s top priorities and whether they match your own expectations for them in the long term.

For example, how much importance do they put into getting along with everyone on the team or what do they value in general?

Instead of asking questions that will warrant generic answers, go a little deeper with your interviews. You can never fully know someone from a 30-minute meeting, but when you ask open-ended and real questions it gives you a huge head start in finding the right candidate.

5 Ways To Make The Most Of PPC On A Small Business Budget

You finally took the plunge and decided to pour some money into pay-per-click (PPC) advertising. But now that you’ve made the decision, you’re staring at your screen wondering how on earth to advertise your business as cost-effectively as possible.

The good news is you don’t need to hire a full-time advertising employee or an expensive outside firm. If you’re willing to put the extra time into your PPC strategy, you can certainly make the most of pay-per-click advertising on a small business budget.

Create Different Campaigns for Different Networks

Companies can choose to place their advertisements on two different networks: the Search Network or the Display Network.

The Search Network is what you see when you run a typical Google search. Recall those ads that are displayed at the very top of the screen? Those are advertisements placed in the Search Network.

 

ppc
The first two images are ads placed through the Search Network.

 

The Display Network, on the other hand, is found on websites and blogs that have AdSense enabled. Essentially, if you chose to advertise your accounting firm on the display network, it may show up as a banner on a business blog featuring related topics.

The networks fulfill different advertising goals. The Search Network reaches buyers in the late stage of the buyer’s cycle when they are ready to make a purchase. The Display Network targets the awareness stage of the buyer’s cycle. Instead of defaulting to display your ads on both networks (which can drive up costs), create separate campaigns for the two networks.

If your budget is really limited, only place your ads on the Search Network. You want good ROI on your advertising investment. This is where you are more likely to convert whereas the Display Network is geared towards brand awareness.

Be Geographically Realistic When Choosing Your Audience

Google AdWords lets you focus on a specific geographic area. Now, it may be tempting to reach a wider audience, but if you have a low budget, be strategic with your ad’s reach.

Are most of your customer’s local? Do you only ship domestically? If that’s the case, stay close to home. Extending your advertising reach to areas you can’t deliver to is expensive and unlikely to earn real returns.

Focus Your Campaigns on Popular Products

If you’re just starting out with online advertising, you’re probably in one of two places. You’re either feeling overwhelmed by the project or excited by the possibilities. This piece of advice – to focus on your popular products – can help small business owners in either situation.

Focusing on your popular products means reaching out to people with something you already know will make the sale. This may sound counterintuitive – why would I spend money promoting a product I have no problem pushing? But it’s not. Your ad’s purpose is to show more people what they’re missing out on.

And it reaps a nice ROI. If you spend $2 per click, but one click wins you a customer who spends $200, that’s a pretty fair trade.

Focusing on a core product offering lets you go into the AdWords process with something you are very familiar with, keep your budget low, and increase your chances of converting leads.

For overwhelmed individuals, it makes the process manageable. For eager beaver amateur advertisers, it prevents them from biting off more than they can chew.

Boost Your Quality Score

Google’s Quality Score measures how healthy your advertisement and associated keywords are. It’s important not only for the quality of your ads, but also for the cost of your ads. This is known as cost-per-click or CPC.

Google determines ad rankings by looking at both your highest bid and your Quality Score. This ensures there are helpful results for searchers and not just spam. So even if your competition has a higher bid, you may win the top spot thanks to a higher Quality Score.

So how do you earn that top Quality Score?

Focus on these three key areas that Google includes in its best practices for optimizing your Quality Score:

  • Ad Relevance: How relevant is your ad to what the person is searching for? Your relevance score be improved by closely matching search queries with relevant keywords and creating specific ad groups.
  • Click-Through-Rate (CTR): This measures the number of people who actually click on your ad upon seeing it. CTR can be improved with more compelling or specific copy, and a stronger call to action.
  • Landing Page Experience: How user-friendly is your landing page (the website customers are led to)? Google advises against keyword stuffing on landing pages and instead encourages advertisers to create delightful user experiences with good design.

A quick Google search online yields numerous results on even more specific ways to improve your Quality Score.

Monitor Your Results Closely

This is true of any advertising campaign. You need to know what works and what doesn’t so that you can quickly cut your losses on campaigns with low ROI. Monitoring your accounts closely will give you the data you need to confidently nix one ad and pump more money into another.

PPC advertising doesn’t have to be expensive, but it can get pricey if you don’t use it strategically. Outline your advertising goals and start the process with a firm understanding of what your maximum budget is.

When you’re operating on a limited budget, your goal should be conversions. This means you should put extra care into crafting your ads, geographically limit your reach, place your ads in the Search Network, and promote your star products.

The First 6 Tools Every New Small Business Should Sign Up For

A guest post by Dustin Ray, Business Development at Incfile. 

If you’ve taken the leap to start your own business, now is the time to dive right into the fine details of managing your new business. One of the first steps that pays off in dividends is to research and decide what tools you are going to use to help you manage your business. Everything from how you’ll pay your bills to how you’re going to communicate with prospects and customers… these tools can save you a ton of time and money as a new small business owner.

Since you are a new business, finances and resources may be strapped while you’re getting started. You might think that choosing and implementing new products is exhausting, costly and time-consuming. But, choosing the right platforms, products and software will streamline your business, alleviate some of the more tedious tasks and set your business up for success. You should not have to manage every task on your own — these tools will take some work off of your already full plate as a new business owner.

So, with hundreds of small business tools flooding the market, which do you choose?

To save you some time and much frustration, we’ve done the initial heavy lifting for you. Here are the tools we think small business owners should use when starting their business:

1. Accounting Software

Every thriving business has bills and employees to pay. You’ll also likely have a ton of business expenses that need categorization when tax time comes. Accounting software will assist you in managing your finances and ensure you meet important payment deadlines. It will also allow you keep track of all that revenue flowing into your business so you can understand cash flow patterns and gaps.

Having a tool that keeps you on track, manages every financial aspect, and is easy to use is what you should be looking for in a software. In addition, it should be within your monthly operating costs budget. A great software will also collect your financial data and turn it into tidy reports, as well as crunch all those numbers so you do not have to. Some even offer payroll services. The less time you have to spend wearing the bookkeeping hat, the more time you’ll have to work on your business.

Best-in-Class Solutions: Bench (includes a monthly accountant), Freshbooks, QuickBooks, Xero

2. Productivity and Project Management

If it feels impossible to achieve “inbox zero,” finish client work on time, or track the status of projects, productivity and project management software will affect how productive and financially successful your business is. There are better ways to be managing your business and your work, and you should be using them. These essential productivity and project management tools allow you to assign tasks, schedule deadlines, review work, and see the status of a project in an instant. These tools will hold you, your employees, and your clients accountable for their share of the work.

Best-in-Class Solutions: Trello, Basecamp, Asana

3. Online Business Formation

Do you know every legal aspect of owning and operating a business? Did you even incorporate your new business yet? It’s important to understand how forming your new business into an LLC or Corporation can offer you tax breaks, personal liability protection and more.

This is where an online business formation company can assist you in forming your limited liability company (LLC), educate you about legal- and tax-related business topics, and provide you with helpful documents and forms you will need.

Whether you require assistance with operating agreements, LLC state information, filing business taxes, or understanding the difference between an LLC and Corporation, online formation companies will be there every step of the way. You cannot afford to fail to complete the necessary legal business operations because it could cost you your business and your personal assets.

Best-in-Class Solutions: Tailor Brands, Incfile, Quickcorps.com

 

4. Cloud Storage

Think of cloud storage as a home for all your important documents you use to run your business: forms, pictures, videos, contracts, spreadsheets, PowerPoints, etc. Any piece of content you, your employees, and your clients use to conduct business should be housed in your designated spot. This will prevent documents from being lost if a computer hard drive crashes or your computer gets lost/stolen.

Cloud storage tools can be accessed and managed by multiple people at once. They keep track of everything in one place and keep versions of the document up-to-date. For example, a big presentation can be worked on by multiple people at the same time, edited in real-time, and saved automatically. This increases productivity, creative thinking, and eliminates the constant back-and-forth feedback chains. You won’t be waiting for feedback on a document that you already made changes to and then wondering how to merge the two together.

Best-in-Class Solutions: Google Docs, Box, Dropbox

5. Marketing Automation Software

Let your business rely on a full-stack marketing software that can assist you in email marketing, sales lead management, customer relationship management, and so much more.

Marketing automation software is a small business owner’s goldmine — managing your engagement, sending out content, and measuring analytics and data. Sales and marketing team members are going to use this software daily for tasks such as communicating with potential customers, closing deals, analyzing customer data, tracking leads, and logging activity automatically. The tool you choose should automate time-consuming tasks and truly make your work and life much easier.

Best-in-Class Solutions: Hatchbuck, Pardot

6. Website Hosting and Design

To land new business, generate new leads, showcase your company’s points of pride, and tell the world who you are and what your company does, you will need a website. It’s simply impossible to own a business in 2017 and not have a web presence.

You also need to consider what you want and need your website to do for you — if you want to host a blog on the site or if you want a design that is really interactive. This will depend on your business model, your brand and your vision for your company. Find a tool that offers you the opportunity to use your website in whatever capacity your business needs. Otherwise, you’ll spend too much time sorting through features you don’t want or need.

Best-in-Class Solutions: SquareSpace, WordPress, Wix


Author Bio

tools small businessDustin Ray leads business development and growth initiatives at Incfile, a national document filing service company specializing in the formation of business entities. Founded in 2004, Incfile had assisted in the formation of more than 100,000 Corporations and LLCs. Incfile can help you easily and quickly form your LLC and start your business. ​

How to Repurpose Old Content This Summer (And Why You Should)

Here at Hatchbuck, we love social media. We’re always looking for informative, interesting content to share with our audience. Over the years, it’s become clear to us that some posts just keep getting more love than the rest. These are just a few of our most popular subjects on social:

  1. This actionable guide to getting started on social
  2. 17 killer tools that will save you time and energy on social media
  3. Our five favorite non–Taco Bell brands dominating the social sphere

We could go on! But we won’t. Because—well, let’s back up a second.

You see what we just did there?

We turned three old posts into a new one. In this case, we created a (truncated) listicle roundup of some of our most popular posts related to social media. We know the content is still good because the posts are good and genuinely popular.

We just repurposed three old posts—and maybe even got a few more clicks. More clicks mean more engagement, more opportunities for sharing, more chances to delight and inform readers.

Repurposing old content is an ideal way to maximize your time and money. It’s a found resource—you don’t need to invest more time in coming up with new content and hoping it makes a splash within its week-long lifecycle. If you’re not doing it, you should be.

Here are some ways to make it work:

Make a listicle.

You saw what we did above—find a theme and run with it. It could be a roundup of your year’s most popular posts, a timely listicle (National Dessert Day? “Here are our top 10 dessert recipes”) or just a random post to create more content.

Make an infographic.

Some information is best told in words. But sometimes words just aren’t clear enough—you need a map, a visualization or a graph to show how that information moves.

For example, if you wrote a blog post detailing the differences between Millennials and Generation X in the workplace, it could be interesting. But you’d be remiss to not repurpose that information into a visualization, like this infographic from Inc:

 

repurpose old content

 

Infographics are powerful tools—and shareable to boot.

Compile your content into a downloadable e-book.

Maybe you’ve written a hundred posts on your blog, www.howtosavemoneyonairfare.com. It’s filled with great tips on how to save when flying. That’s perfect preparation for an e-book on the subject. Your blog is suddenly inbound content marketing for your book, which is a more convenient way to sell your tips to eager readers.

If you want to simply grow your numbers as an influencer, making the e-book a free download is a great way to collect emails. If you’re more interested in immediate monetization, you could sell it for a few bucks on Amazon. Either way, you should add in a few extra tips not available on your blog and update old posts to ensure the content is still worthwhile for your readers and uniquely valuable.

Establish an editorial calendar.

You don’t want your content to disappear into internet noise. There are a few easy ways you can leverage each post, but the most common method (and best way to structure everything) is to start with a strong editorial calendar that reminds you exactly when the best times to repurpose your content are. Holidays, anniversaries, industry leaders’ birthdays, product launches and company milestones are all great opportunities to repurpose relevant content.

What’s nice about this is you don’t have to schedule it on the fly. You can use a social scheduling software to prepare posts relevant to each day far in advance, easing your workload and how much you need to stay on top of social every day.

You can jump the gun shortly after your content comes out, too, and simply remind people to read certain articles at various times in a week. “ICYMI” posts and roundup emails are an easy way to grab your fans’ attentions and point out the great work you’re doing—in case they missed it.

Offer your best as a guest.

If you have an article that would work well for another blog, try emailing that blog owner and offer it up as a free guest post. This is a common tactic—you’ll often see the line, “This blog was originally published on www.someonesblog.com.”

This is generally a pretty seamless exchange. You get sweet backlink referral traffic, they get free content, and your post gets a wider audience. You’ll have already published it on your website for social and SEO strength, so all this does it add referral traffic, too.

Not all blogs do this, but many do. It requires a good amount of research into places that might be a good fit—don’t just settle for a spray-and-pray method.

To repurpose your content optimally, think ahead.

Improve Your Local Networking Game With These 10 Tips

Business networking is important whether you run a small or big business, brick and mortar office or an online shop. Not only can local networking enable you to meet up with like-minded people and develop your business, but you can also connect with others for motivation and support. Never underestimate the value that others, especially those not related to your business, can bring.

Thanks to the internet and local organizations, there are so many fantastic ways to network with others. Here are a few ideas to get you started.

Eventbrite

Eventbrite evolved from an online ticket service to a full-service event hub. They now offer the ability to find events based on category and location.You can easily find local get-togethers in your vicinity without the need to troll the internet or read the actual newspaper. Query relevant keywords to see what events, meetings and expos come up on Eventbrite’s calendar. While it is not specifically aimed at networking, Eventbrite is a great place to start.

Meetup

Meetup, like Eventbrite, is used for all different kinds of events, but that doesn’t make it any less worthwhile. Many business networking meetings are advertised on Meetup, and upon signing, you will be introduced to some of the groups which may cover your specific needs. It is a tremendous resource which allows you to mingle with the local community and get to know your “neighbors.”

LinkedIn

While LinkedIn can be a valuable site for entrepreneurs across the globe to interact online, it is also a platform for finding out about events in your area. By socializing in compatible groups, you will subsequently learn about gatherings and meet-ups in your niche. Longevity of relationships is key to making the most of the professional social networking platform. Visit a number of groups until you find the ones which are most in sync with your goals and then make them worth your while.

Facebook

Similar to LinkedIn, Facebook allows you to socialize with individuals in groups as a way to get the conversation off the ground. Most people are on Facebook these days, so it could be helpful for finding suitable business networking events. You can either search through relevant groups or click on the Events link to see what’s going on in your area. No longer is Facebook just a venue to share personal photos and feelings. It can now help link you to like-minded professionals around you.

NetParty

At first glance, it may not seem like the ideal place for a business event, but NetParty is a social networking site aimed specifically at young professionals. NetParty can advise you of any events in your neighborhood where you can chat and meet individuals with similar interests. They profess to assemble at the world’s hippest venues and claim to have over 200,000 members.

Eventful

Eventful’s website lists concerts and sporting events as well as networking and organizational meetups for those looking for more than just entertainment options. Search within your local area to see what is scheduled over the next few months and attend those which you think may be most helpful to your situation.

Local Chamber of Commerce

Your local chamber of commerce can be a beneficial resource as they host a multitude of networking events for local businesses. These meetups provide regular opportunities for you to become acquainted with others. There is a fee for joining your local chamber which can range upward of $300 depending on the number of people in your organization. Its specific value to your business will depend on how many attend the meeting and who they are.

Publications and Journals

If you are in a particular niche industry and want to bridge the gap with those specific to your industry, you may want to look first and foremost at any specialized publications or journals. They can be a valuable resource and show you certain events which may be happening around the country. These can be an excellent avenue to meeting those in your field and a real wealth of industry knowledge for those looking to make serious strides in their field.

Business Networking International (BNI)

Business Networking International is the world’s largest business networking group with over 200,000 members connecting in over 7,800 chapters across the world. BNI operates on a philosophy of “giver’s gain” whereby the more work you give to others, the more you will get back in return. Membership fees vary among chapters but are generally between $400 – $500 a year.

Women in Business Networking (WiBN)

If you are a woman and want to chat specifically with other women in business, then WiBN may be the network for you. It allows you work in close collaboration with others and build on your success through the encouragement of other like-minded supporters. They offer two levels of membership – the first for individuals and the second for businesses, the cost of which is $175 and $750 (for up to five people) per annum respectively.

There are many ways to seek out local networking events to suit your business needs. And always remember, if there has not yet been a group created that strikes your fancy, then you can always start one yourself.

Want Free PR For Your Marketing Agency? Try These 5 Tactics

When you’re a marketing agency juggling multiple clients and their extensive project plans, it’s easy to forget every week that you should still be marketing your own agency. One of the best ways to gain brand awareness and attract the attention of your target audience is to earn press for your agency.

When you’re able to secure press on top-tier media sites (or even secondary media sites), not only is this demonstrating thought leadership for your agency, but the article is also likely going to include a link back to your agency website within the content or in your bio. The link can drive traffic back to your site and also counts as a backlink to your site — a big plus to boost domain authority.

Moral of the story: earned press is good for your brand, all around.

Here are some creative ways to get free press for your marketing agency:

1. Connect with Journalists on Twitter

Twitter is the only social media site where you don’t have to “friend request” someone to connect with them. Therefore, it’s completely appropriate as part of Twitter’s social media etiquette to reach out to people, respond publicly to their tweets and retweet their content. Twitter is an easy avenue to build relationships with reporters who might cover your agency in their content. As long as you provide value and slowly build a genuine relationship through Twitter, this can lead to free press coverage. In addition, many journalists tweet when they are looking for a specific source. Find the journalists covering marketing beats, and put them in a private Twitter list, so you can be sure to monitor their activity and discover opportunities to connect with them.

2. Help A Reporter Out

Help A Reporter Out (HARO) is an amazing, free tool created for journalists to find sources they need for articles. It can be used by both journalists looking to find subjects to interview and feature in their stories, and by sources looking to get free press for their business or brand. HARO boasts that more than 35,000 journalists use their service. They send out three digests a day chocked full of what they call “queries” (journalist searching for sources), so there are endless opportunities to earn free press for your business. All you need to do is sign-up for their digests, read them regularly, and submit pitches to the queries that match your brand and messaging goals.

3. Do a Stunt That Aligns with a Marketing Campaign

This tactic is going to be the hardest of the bunch. But, if you’re a creative marketing agency, you just might pull it off. If you have a unique marketing campaign you’re running for one of your clients, consider a stunt integrated into the goals and theme of your campaign that might attract press. Great examples of stunt-based press tactics are the No Pants Subway Ride staged by Improv Everywhere, the $17.5-million jewel-encrusted fantasy bra from Victoria’s Secret, and the publicity stunt of The Blair Witch Project, which led viewers to believe that the film was based on true events.

4. Enter Marketing Award Competitions

Another way to attract free PR is to enter noteworthy client campaigns into marketing awards. Well-known marketing awards to enter include the Content Marketing Awards, The Shorty Awards, Webby Awards or The Effie Awards. If you happen to win anything, you’re likely going to be included in each of these award-brands’ press releases. Additionally, winning an award of that notoriety is a fantastic opportunity to self-publish a press release highlighting the accolade.

5. Write Opinionated Thought Leadership (or Ghostwrite) from your Founder or Partners

Since content marketing is wildly popular these days and everyone needs fresh content, all of the top tier media sites — Fast Company, Advertising Age, Marketing Profs, Marketing Land and more — accept guest contributor posts. They usually want these under a C-Level author so you can write these yourself if you started the agency (and you can find the time). Alternatively, if you work in marketing or PR for an agency, you can ghostwrite content for your founder(s) or partners. Instead of pitching announcements or press releases to these brands and hoping they’ll cover your news, consider reaching out and providing a uniquely-angled guest post to them instead. Chances are it will get a ton of eyeballs and shares because these sites come with their own massive following and social media community. Guest contributed content can drive a lot of traffic and link equity back to your website.

We hope these five ideas to get press for your marketing agency get your creative juices flowing. If you need additional ideas on media recognition for your agency, check out these seven free and easy PR tactics.

5 Ways to Follow Up with An Unresponsive Client—Without Being Annoying

Everything is humming with a client’s project—and then suddenly, silence. Your emails get no response. Your phone calls go unreturned. You try a text message. It gets ignored, too.

Should you be worried? Maybe. Maybe not. There are plenty of reasons a client may go dark on you temporarily and most of them usually boil down to being busy.

That said, if you’re reaching out about something that’s time-sensitive, getting the client’s attention may be critical. If you need a client’s okay to move on to the next step on a deadline project, for instance, there’s no substitute for getting a response.

So how do you get the attention you need—without becoming a pest? Use these strategies.

Root out communication snafus.

If you’ve been reaching out to clients who aren’t responding, it’s possible that something is going wrong in the communication process. Maybe your emails are landing in an over-crowded inbox. Or perhaps a client has a new team member  who isn’t as speedy as the last one.

A friendly reminder is often the best first step toward re-establishing contact. For instance, you might forward the original message with a note saying, “Just making sure you saw this.” If you’re checking on payment, you might send a note saying, “Just noticed this invoice was not paid, and 30 days have passed. I’m re-sending in case it got lost in your inbox.”

If you’re worried that your messages are ending up in someone’s spam filter, try cc’ing an alternate email address or sending a text message saying, “Hope all is well! I emailed you with a question on a deliverable on 5.20 and didn’t hear back. I’m going to re-send the message to your inbox now, so we don’t fall behind on the project.”

Set a deadline.

If you’re under the gun, send a note to the client with a respond-by date or time in the subject line. For instance: “Urgent: Printer’s deadline! Please respond by noon on June 2, 2017.” In your note, make sure the client knows why you are hurrying them. You might say, “Sorry for the rush, but we’re out of time. We have to ship the brochure to the printer by 3 pm today. If we don’t hear from you by noon, we’ll assume you are signed off.”

If you take this approach, it is best to CC a couple of other contacts at the firm who are engaged in the project, or the client’s administrative assistant, in case there is a factor you don’t know about. The alternative is to write your contracts so that you address what will happen if the client does not respond in a timely manner, so you are both in agreement.

Give it a week.

If you’re reaching out about a matter that is time-sensitive, but where you have some wiggle room, consider the possibility that clients are not responding because of a vacation, illness, business travel or a major company initiative such as a conference—that might have caused them to fall behind on keeping in touch. If so, pinging them repeatedly isn’t going to help the situation and may just annoy them. If you’ve tried them twice and still get no response, try waiting a week and then re-contacting them with a note saying, “I think you may have been out last week, as I never heard back when I emailed you.”

Be tactful.

If you’ve reached out in a friendly way a couple of times, taken a breather and then reached out again, it is possible there’s a serious problem. Try sending an email with a subject line that says “Hope you are okay!” or leaving a message on the client’s voicemail to that effect. You might say something along the lines of, “I wanted to check in, as I haven’t heard from you about the project in three weeks, and you’re usually very reachable. I’m going to put the project on hold until I hear back from you, in case there’s anything we need to discuss. I hope all is okay for you.”

If you still don’t hear back, try calling the client’s office to make sure he or she is alright. If it turns out the client is having a personal or family emergency, you will need to be patient until it resolves.

On the other hand, they could be avoiding you for other reasons such as unhappiness with a deliverable. In that case, simply ask for transparency and offer to hop on a call to talk through issues. It’s best to be open and communicative when there is a disconnect.

Know when to be firm.

Sometimes, a client may be dodging you because he or she owes you money. While there’s no need to take a harsh tone, you do need to properly follow up on invoices so if you do incur a bad debt, your accountant can factor that into your tax return.

If you have sent an invoice and 30 days have passed, try sending a note to check on it. If you haven’t offered the credit card payment option before to avoid processing fees but it is available through your invoicing software, consider turning it on and re-sending the invoice. Include a note to the client that you’ve made electronic payment options available in case that is more convenient for them. (You can usually offer the ACH option, as well, which typically doesn’t require you to pay processing fees).

If you are the service provider, sometimes it is less awkward to have someone else on your team follow up on late invoices, whether that is your administrative assistant or bookkeeper. Treat your clients the way you would want to be treated if you had a cash flow problem, while still remaining firm.

Your professionalism and reputation are very valuable assets. Every communication you have with your clients, even unresponsive ones, is ultimately an opportunity to enhance them—if you don’t let frustration get the better of you.

Your Small Business Needs To Be Measuring These Inbound Marketing Metrics

So you’ve set up your blog, found your link-building partners, gotten 1,000 social followers in a week and search-optimized the heck out of everything. Ready to relax and let the inbound results flow in?

Not quite yet.

Inbound marketing is (kind of) easy—it’s the ROI that’s hard. Unless you’re measuring the right marketing metrics, you won’t have a clue whether your efforts are actually bringing in new leads or customers.

If you’re just setting up your analytics, or want to make sure you’re on the right track, here’s what you need to pay attention to.

Measure your conversion goals, whatever they may be.

I’m going to assume you’re using Google Analytics for a moment. Though the interface can seem intimidating for first-timers, it’s actually extremely easy to set up conversion goals.

The most common conversion goal is a sale. You can set this up in about five minutes. The quickest way to do this is by choosing a destination URL that indicates a sale has been made—for example, a thank you page with a URL of www.yoursite.com/thank-you.

Here’s a fast way to set this up, adapted from the walk through on Shopify’s site:

  1. Log into Google Analytics and choose Admin at the bottom left
  2. Look for View, then click Goals and add a new one
  3. Choose Goal Setup, then click Template and Place an Order
  4. Change the name of the order if you need, but make sure Destination remains checked
  5. Under Goal Details, select Regular Expression and enter the URL string of your destination URL—in the www.benchmarkone.com/thank-you example, you would simply enter /thank-you
  6. Toggle “Funnel” on and add, in a list, each step a user would need to take to reach the conversion goal. This might be the product page, the Add to Cart page, the Customer Information page, the Checkout page and the Payment page.

With the sales funnel in place and goal set, you can easily determine how many customers are actually using the system you created—or else find where they dropped off.

Google Analytics is a vast beast, though. If you want to set up other goals and funnels, it’s not hard. It helps to have goals such as newsletter subscriptions, click-throughs to your shop’s page or contest entries. Find what’s applicable to you and get your conversion goals set up.

Measure your social engagement, not just your reach.

It sounds obvious to say in 2017, but advertisers and marketers care less about absolute numbers now than they might have several years ago. Facebook even has an advertising option for optimizing potential reach—but that won’t result in more clicks or better leads.

 

inbound marketing metrics
Wow, more than 50,000 people reached for less than $10! But, wait—only nine of them clicked.

 

Once you start measuring your engagement levels, you can see how successful your inbound marketing actually is. Are people clicking? Liking? Commenting? Sharing?

Every major social platform offers metrics to gauge engagement—and, specifically, clicks through to links you’re posting. (To be clear, you’ll want to delight audiences on social media regardless of driving pure traffic, but when it comes to inbound-driven sales, clicks are what we’re looking at.)

You can download analytics reports for specific times (usually a few months) from the admin dashboards of your social pages.

For Twitter: Check analytics.twitter.com and click Tweets at the top to see your average engagement rate (right sidebar), and click the Export Data button near the top right to get a deeper look at a given time period.

For Facebook: Toggle to your page’s Insights tab, then click Posts on the left sidebar to see how well your most recent posts have done. If you’re using the Ads Manager, the engagement metrics should be more clear-cut; if not, dig around Facebook’s built-in analytics for a rough idea of how things are going.

For Instagram: On your profile (on mobile only), click the graph bars at the top right. To analyze your posts, you can click to See More of Top Posts, then sort by Engagement to see how well each of your most recent posts has done. Note that Instagram’s built-in analytics are extremely limited—percentages don’t exist and historical data is wonky—but at least it’s free. For deeper Instagram analytics, you’ll have to pony up for a paid software such as Iconosquare.

I won’t get into the whole gamut of social platforms, but Pinterest, LinkedIn and YouTube all have engagement metrics of their own that are pretty easy to find. If you’re not keeping eyes on those numbers regularly, now’s the time to start.

Measure your lead-to-customer conversion ratio.

For this metric, you’ll need to dive into your analytics and segment your sources of traffic. You can check each source against the goal you set up earlier, which will allow you to gauge exactly how much business you’re driving from each social media channel, organic SEO, link referrals and email marketing.

By parsing the data this way, you’ll be able to see what areas are working and what aren’t.

If you want to use different markers to check these numbers, various social media channels offer ways to track customers as well. Facebook offers Facebook Pixel, for example, which involves a unique code to add to the <head> HTML section of your website to track users who visit from your page.

That’s a nice, deeper complement to Google Analytics, which can only tell you where the traffic is coming from (e.g. Facebook), but not which post exactly did the trick.

Measure your landing page conversion rates.

You might have a post that went viral, garnering 10,000 views in a single day. Then you notice you haven’t sold anything based on that. Why not?

Keeping track of landing page conversion rates is similar to straight-up conversion goals, but with a twist—you want to make sure you’re leading customers to the place you want them to go. Again, this could be your shop, or it could be a newsletter sign-up.

This isn’t terribly difficult to check, but it’s important to make actionable changes. If your numbers are low, you can try different graphics, pop-ups, CTA phrases or even just colours.

Ultimately, that’s what all this is for. Measuring your success is one thing, but knowing how to act on it—that’s the next step.

The Top 4 Reasons Recipients Unsubscribe (And How to Prevent It)

Email is one of the original online marketing channels — it existed before social media, Google Adwords, SEO and blogging. And still, next to having your own business website, email still remains one of the top marketing channels to invest in. But, if you build an email list and then miss the mark on perfecting your email marketing strategy, people will unsubscribe.

So, how do you prevent unsubscribes?

I’ve gathered some of the top reasons people unsubscribe and how you can avoid making these email marketing mistakes.

1. You’re Sending Too Many Emails

With so many websites to sign up for — in both business and personal — it’s inevitable that your customers are members of dozens and dozens of website services. Every single of those websites likely have an email marketing strategy, so people’s inboxes are often flooded with marketing and sales messages. If you’re sending messages daily, or even sometimes weekly, this is likely more than people want to hear from one service.

I know that in my email inbox, a pet peeve of mine is when I sign up for a new website and immediately receive a drip campaign of emails every day or every other day after that. This influx of emails from the same sender in my inbox is cause for me to unsubscribe right away.

How to Avoid Sending Too Many Emails

Create a nurture campaign that is properly spaced and gives your customers time to digest the information you’re sending them. Spacing out emails once a week or once every other week is a good strategy. You want to remain top-of-mind, but you don’t want to give them cause to think you’re flooding their inbox.

Once you have a nurture campaign strategy and timing setup, you can schedule these within your marketing automation software to go out based on triggers like signup or page visit. Then, you can test different email cadences to learn the most optimal spacing for your audience.

2. You’re Not Using Segmentation, Personas & Targeting Correctly

Marketing these days is all about personalization — speaking directly to your customers about exactly what they want. If you understand the pain-point your customer has, you can create email content that will actually solve a problem for them, keeping them around and preventing them from unsubscribing.

How to Use Email Segmentation, Personas and Targeting Correctly

Data to help you segment lists will be within your marketing automation dashboard. You can personalize by location, product, topic interest and more.

First, start by creating a set of customer personas to understand the different groups you’ll be speaking to (nay, emailing). Then create a list of triggers or data that will dynamically segment your lists. Finally, build out a personalization strategy for every segment’s email content.

3. The Emails Aren’t Relevant or Interesting

You can get everything right in your email marketing — timing, subjects, segmentation — but if you don’t send the right content to your email list, your subscribers are going to unsubscribe. Usually the first time I receive an email, I skim the content to see if it’s something I’d be interested in. If you send me a short digest of your new content, or tips within an email I can’t get elsewhere, I’ll stick around. If you have a newsletter, I’m going to skim it to see how different it is from all the other newsletters I receive. I’m also going to weigh if it’s content I need to receive on a regular basis. Finally, I’m going to pay attention to how “salesy” your emails are. If you’re not helping me and sending content that is of value, then I’ll click that unsubscribe button. It’s inevitable that you’ll receive unsubscribes because some people just don’t want extraneous email. But, if you focus on making sure your email content is relevant, interesting and unique to what’s already out there, then you’ll keep those unsubscribes relatively low.

How to Send Relevant and Interesting Emails

There are some ways to figure out what type of content your subscribers want to receive. First, stay away from sending a sales pitch in every email. Second, subscribe to your competitors email list and analyze what types of emails they’re sending, and how you can make your emails better. Create a list of related brands to follow, and curate their content within your email to create a digest of interesting industry news and tips.

A great way to stand out is have top-notch copywriting. Hire a writer who can make your emails succinct and interesting.

Also, don’t forget it sometimes pays to ask what your customers want to read. You can send a quick email survey with buttons that ask your email subscribers to select the content they’d most like to receive.

Finally, you can use data from the emails you send to analyze which topics are resonating the best. See which subject lines get the most opens and what type of links get the most clicks to help refine the type of content you’re sending.

4. They’re Just Not That Into You

Sometimes people have to signup to use a service or buy something once, and that doesn’t mean they’re invested in your brand or the industry. They essentially want to just “get in and out quickly.” I often get annoyed that every time I use a website online, I’m sent nonstop emails from the brand. This inevitabley means that every email list and campaign is going to receive some unsubscribes because some customers just aren’t interested in engaging with your business.

There’s no way to avoid some unsubscribes. And, that’s okay. It’s better to have an engaged and interested email list that might be smaller than a big email list full of people who just delete your emails and never pay attention.