Business.com |
- Can You Hear Me Now? Avoid the Most Common Conference Call Faux Pas
- U.S. Chamber of Commerce: Government Should 'Recalibrate' Financial Regulations
- Lessons From Fyre Festival for Any Business Owner
- Improve Your SEO Strategy by Using Keyword Benchmarking
- Small Business Guide to Restaurant Inventory Software
- 4 Reasons You Must Use Paid Social Ads
- Small Business Guide to Sending Marketing Emails
- Key Steps Women Can Take to Be Strong Leaders
- How Does Payroll Work?
- CompTIA Certification Guide: Overview and Career Paths
- As Trust in Online Media Drops, Email Newsletters Drive Engagement
- Best Business Features of the October Windows 10 Update
- How to Build Your Email Contact List
| Can You Hear Me Now? Avoid the Most Common Conference Call Faux Pas Posted: 02 Apr 2019 03:09 PM PDT  Conference calls can provide a great opportunity for collaboration with co-workers or clients. However, when not conducted properly, they can end with aggravation for those involved. Whether it's having to listen to annoying background noise or one caller monopolizing the meeting, not following proper etiquette during a conference call can make those listening itch to quickly hang up. Barbara Mitchell, a human resources and management consultant and author of The Big Book of HR and The Essential Workplace Conflict Handbook, said conference calls are a valuable tool in an increasingly virtual business world. "While it might seem as if a conference call is just another telephone call, it isn't," Mitchell said. "Conference calls need some guidelines to be successful." Previous research from the Robert Half staffing firm OfficeTeam revealed that talking over others, not paying attention and making too much noise are among the biggest breaches of conference call etiquette. Specifically, nearly 40 percent of employees in the study said multiple participants talking at the same time is the most distracting behavior on a conference call, while one-quarter said callers with excessive background noise are the most irritating. Joanne Blake, a business etiquette expert and CEO of Style for Success, said preparation is the key to hosting a productive conference call. "A lot of the faux pas that follow can be eliminated if ground rules are set in advance or reviewed periodically," she said. Editor's note: If you're looking for information to help you choose the web conferencing service that's right for you, use the questionnaire below to have our sister site BuyerZone provide you with information from a variety of vendors for free. Improving your conference callsMaking sure everyone on the call has the agenda is one way to ensure the call goes smoothly. The meeting host should be setting an agenda and sharing it with the attendees prior to the meeting, according to Blake. In addition, those attending should spend time reviewing the agenda before the meeting starts. Mitchell agreed that an agenda is important. "Solicit items for the agenda and then send it out at least 24 hours ahead so everyone is prepared," she said. Once a meeting starts, it is critical that everyone knows who is speaking. Jacqueline Whitmore, a business etiquette expert and founder of The Protocol School of Palm Beach, said it can be extremely frustrating for those listening in to not know who is speaking. "If you are talking to somebody who isn't familiar with you or the people in your company, it is helpful to know who is speaking," Whitmore said. She said that when others don't know who you are, before sharing your thoughts, you should say, "This is [your name]." You don't have to do this every time you speak throughout the call, Whitmore said, but at least in the initial stages. As the OfficeTeam study found, background noise is another big conference call faux pas. Blake said conference call hosts and participants should choose the location they call in from carefully. "Choose a quiet location whether you're a participant or the person chairing the call," she said. "If calling from a home office, barking dogs and children running around can be heard, so close your door and use the mute button when you're not speaking." Whitmore said participants should understand how to control their volume to avoid distracting noises during the meeting. "You want to block out any ambient noise," she said. "Make sure everyone knows how to use their mute button." It's also important to make sure someone is in charge of the meeting. It shouldn't be a free-for-all situation, Mitchell said. She suggests making whoever initiates the call the facilitator. "If you will be making decisions on this call, ask someone to take notes, and then send out a follow-up email with what was agreed to, just as you would if you were meeting face to face," Mitchell said. Another key complaint of conference calls is that sometimes participants aren't fully engaged. Many believe that since they can't be seen, like in a face-to-face or video meeting, they can attend to other tasks, such as working on other assignments, eating, typing or riffling through drawers, Blake said. "If you're distracted, you may stumble when called on to speak," she said. You should also let everyone know if you have to jump off the call early. "If you have to drop off the call for any reason, let the facilitator know you are leaving so we don't call on you and waste time," Mitchell said. Finally, you want to keep the meeting to the length it is scheduled for. It is important to respect everyone's time and wrap up at the set time. "It's viewed as disrespectful," Blake said of not ending conference calls on time. "It affects productivity and can make you come across as a poor time manager." The importance of conference call etiquetteIt is important to brush up on your conference call etiquette, because, despite the rise in video conferencing, Whitmore doesn't see conference calling going away anytime soon. "It's a very useful tool," Whitmore said. She added that not everyone feels comfortable using video technology, while conference calling only requires picking up a phone and dialing some numbers. "Depending on your participants' level of technology, they might not know how to use (video conferencing services)," Whitmore said. "So, conference calls are very easy to get everyone engaged. It is a lot easier for most people." If you are experiencing a rash of poor behavior and unproductive conference calls, Mitchell suggests putting a task force together to come up with how calls will operate moving forward. "This should help everyone be on the same page and make your calls more productive," she said. |
| U.S. Chamber of Commerce: Government Should 'Recalibrate' Financial Regulations Posted: 02 Apr 2019 01:01 PM PDT  Though today's economy is positive for most business owners, existing regulations may be hampering further opportunities for growth, according to a survey conducted by the U.S. Chamber of Commerce's Center for Capital Markets Competitiveness (CCMC). Released today at the start of the 13th Annual Capital Markets Summit in Washington, D.C., the Financing Main Street: The State of Business Financing in America survey polled more than 300 corporate finance professionals about their businesses' financial needs and how regulations have impacted their access to capital. The survey grouped businesses based on their size, with small businesses defined as having less than 250 employees, midsize companies having 250 to 999 employees and large companies having 1,000 employees or more. Most of the companies that participated had operations in the U.S., while others operated in areas like Canada, Mexico and Europe. "The way we measure whether our financial regulations are working is whether entrepreneurs of every size and shape in the country ... have access to the financial products they need to grow, start and expand their business," said David Hirschmann, CCMC president and CEO. Today's survey is the third of its kind, with previous versions being conducted in 2013 and 2016. CCMC Executive Vice President Tom Quaadman said those dates hold special significance, since the first survey took place during the early stages of regulatory measures like the Dodd-Frank Wall Street Reform and Consumer Protection Act and Basel III. The subsequent surveys looked at how regulations impacted American businesses. While the economy has been steadily gaining steam since the recession of 2008, Quaadman said regulations have become a stumbling block for certain business owners. "Overall, banking regulations and capital requirements are harming the ability of businesses to access financing – primarily middle-market companies," which Quaadman called "an important driver for growth in the economy." Cash management and business financingOfficials at the Chamber of Commerce said that American businesses rely on the U.S. financial system for a range of financial needs, including short-term credit, long-term loans and derivatives transactions. According to the survey's findings, most businesses use "one to three financial institutions" but have either "reduced or substituted the number of financial institutions used since 2016" because of regulations. Regardless of financial regulations coming out of Washington, Hirschmann said a majority of businesses were largely positive about their financial prospects in the near future, though that optimism came with a caveat. "First and foremost, we found a lot of optimism within a business surrounding the way they're handling their own financial means and their ability to grow their business, though there's some growing concern about the macro environment," Hirschmann said. Approximately 58 percent of respondents said they were better able to handle their cash operations since 2016. Forty-five percent of respondents said they were more able to obtain short-term credit, while 31 percent reported no change in this area. However, nearly 20 percent of business owners said they were finding it harder to raise equity from public and private markets. Regulations impacting Main Street businessesRecent efforts by Republicans to reduce the impact of Dodd-Frank, as well as the passage of the Economic Growth, Regulatory Relief, and Consumer Protection Act and the 2012 Jumpstart Our Business Startups (JOBS) Act could explain some of the growing optimism among business owners. However, CCMC officials said respondents felt that existing regulations posed a challenge to their businesses. Among the survey's participants, 82 percent said they had taken some form of action as a result of changing bank regulations. That figure is up from 61 percent in 2013 and 79 percent in 2016. Additionally, 45 percent said they have been absorbing higher costs as a result of regulation, while 27 percent said they opted to charge more for their goods and services as a result. Sixty-six percent also reported that rising bank capital charges have brought on higher costs or challenges, which is up from 50 percent in 2016. The middle market's case for "regulatory recalibration"Officials said that the businesses owners they surveyed want changes to existing regulations that will make their financial lives easier. Forty-two percent of the middle market companies that reported being affected by regulations said their ability to access capital was "negatively impacted." Another 31 percent said audit standards from the Public Company Accounting Oversight Board adversely affected them, as opposed to the 20 percent of large companies who responded the same way. Roughly 20 percent of middle-market companies expect their financial performance to worsen in the next year, and 39 percent said they expect the economy overall to take a downturn. Worried that these companies are stuck in a "regulatory no man's land," Hirschmann said this study should serve as a wake-up call for changes in Washington. "We are not arguing against regulation," he said. "We are just trying to make the argument that the banks shouldn't be about more or less regulation – it should be about getting regulation right." Quaadman said the Chamber of Commerce urged lawmakers to closely study consider the impacts of proposed banking regulations before their passage. He hopes that lawmakers will heed their words the next time regulations are drawn up. "We're now seeing what the impacts are on the customers of banks, and we think that this is a good time that some of these need to be corrected," he said. "In the future, we would hope that banking regulators would be more forward-leaning and use economic analysis and cost-benefit analysis to understand the problems before we have to look at surveys three or five years after regulations have been implemented." |
| Lessons From Fyre Festival for Any Business Owner Posted: 02 Apr 2019 12:21 PM PDT  Common advice for business owners, especially those just starting out, is to "underpromise and overdeliver." Fyre Festival – the luxury music festival that existed only in advertising – did exactly the opposite. Fyre Festival was created by Ja Rule, a former hip hop artist, and Billy McFarland, the CEO of Fyre Media Inc., to promote their app for booking musical talent. It was advertised as a high-end experience on a private island in the Bahamas, filled with big-name bands, gourmet food, supermodels and luxury accommodations. Tickets, which were sold in advance, ranged in price from around $1,000 to $12,000. When festival attendees arrived, however, they found FEMA tents, employees who didn't know what was going on, cheese sandwiches in Styrofoam trays and no easy way to fly home. The disaster was chronicled in real time on social media, as most of the guests were social media influencers, and McFarland was eventually sentenced to six years in prison for wire fraud. The flashy headlines, social media outrage and behind-the-scenes documentaries about the festival can make Fyre seem like a singular fiasco, completely separate from the day-to-day reality of running a business. But its dramatic failure offers cautionary lessons for any business owners who wants to avoid disappointing their customers or harming their brand – not to mention ending up on the wrong side of a lawsuit. 1. Listen to experts.Information released in court, articles published by former Fyre employees, and documentaries produced by Netflix and Hulu showed that McFarland not only didn't know how to plan a luxury festival, he didn't listen to the advice of those who did. After securing a $4 million loan, McFarland was told by event experts that it would cost closer to $12 million to stage the festival he was already advertising. Later estimates upped that amount to $50 million, given the last-minute planning and infrastructure that needed to be built. Many of the professional event planners hired to pull the festival together recommended canceling the event, or postponing it for a year to be able to deliver what had already been promised to attendees. Rather than McFarland trusting their advice and either canceling or changing plans, Fyre advertising went ahead with no change. As a result, the festival was completely unable to deliver on what it promised. For a business owner, there will be many times that you have to take on a project or responsibility that you've never tackled before. Maybe you have no experience handling certain business operations but need to be the one in charge anyway. Maybe you're growing your business and offering new services to customers. New challenges are an inevitable part of a growing business. Tackling these new challenges successfully, however, requires a willingness to listen to people with more experience than you. Whether those people are tax advisors telling you which deductions are ideal for your taxes or an event planner telling you how much brand-new infrastructure is going to cost, experts have valuable insight that will save you trouble down the road. Sometimes you will need to shop around for different price quotes, or you may notice a more efficient way to manage your business operations than the one an advisor suggests. But knowing when those ideas are smart choices – and when they are shortcuts that will backfire and hurt your brand – requires first learning from the people with the hands-on, professional expertise that you lack. 2. Advertise responsibly.Fyre attendees were promised luxury beachside accommodations and meals cooked by celebrity chefs. The reality of soggy mattresses and frozen waffles was decidedly less appealing. While the festival owners were certainly to blame, both the media and several lawsuits held a second set of people responsible for the deceit: the models, celebrities and other influencers who promoted the festival on their social media accounts, particularly Instagram. Most of them posted ads and other content for Fyre without disclosing that they were being paid to promote an event that they knew almost nothing about. Social media offers businesses an opportunity to connect personally and directly with their target pool of customers. Working with bloggers or social media influencers customers already follow and trust can be a great way to expand your advertising reach. But it is still advertising. Even if working with social media influencers and bloggers is new territory for your business, that should never be an excuse to engage in dishonest promotions. No matter where advertising is happening, it should be clearly marked and disclosed if you want to retain the trust of your customers and preserve your brand's reputation. This isn't just good business – in most countries, it is also the law. Before you engage in any social media promotions, be sure to familiarize yourself with laws about influencer advertising in whichever country your business is being promoted. 3. Be transparent with customers.The failure of Fyre Festival ultimately comes down to dishonesty, which can destroy a business and its owner's reputation faster than almost any other mistake. Even if you fail to heed the advice of experts, even if you accidentally fail to disclose your advertising relationships, being honest about your mistakes can go a long way toward regaining the trust of your customers and salvaging a bad situation. Hopefully that bad situation will never include a nonexistent luxury music festival, but in the age of social media and instant communication, even a single bad review online can severely damage your company's reputation. Addressing concerns or complaints as openly as possible, admitting fault when it's warranted and canceling plans that won't live up to the standard you want to set can go a long way in preserving your customers' trust, even if trying to cover your tracks seems more appealing in the moment. McFarland and the other Fyre organizers failed to communicate honestly with customers and investors at every step of planning their disastrous festival – and the result was no one was willing to extend them the benefit of the doubt or accept anything less than legal penalties when their scam fell apart. |
| Improve Your SEO Strategy by Using Keyword Benchmarking Posted: 02 Apr 2019 10:30 AM PDT  If you're a marketer or business owner you probably already know that SEO is one of the most important factors when looking at your ranking on Google. In most cases, the traffic shared on the first page of Google for certain keywords accounts for around 91.5 percent of all traffic for those words. Your goal is likely to make it to that elusive top page. Maybe you've exhausted all of your options and you're looking for another way to pep up your SEO and secure one of the top spots. If so, you'll likely need to think about keyword benchmarking and how this tactic can be used to improve your SEO strategy. 1. Build authority in your nicheBrand authority is perhaps one of the best things for a business. If people know that you consistently deliver quality content or products/services that provide value, you'll likely build a quick audience. You'll be able to tell how much authority you have in your niche by regularly monitoring your ranking on Google against people and businesses who also focus on your keywords. If your goal is to build your website authority, delivering consistent, fact-based content is crucial. It's easy to monitor your latest articles and see how that individual page ranks in tandem with your social proof via sharing and commenting from followers. 2. Know where you stand vs. the competitionA primary reason that many marketers use keyword benchmarking tools is they want to see how they are doing when compared to the competition. Checking your keyword benchmark is a way to see if your spot is well-earned, or if you have room for improvement. If you see that you rank on page one, spot three, only behind a company with an inconceivable marketing fund, you know you're in good shape. If, however, you're directly below the website that was last updated three years ago, that's another story. This is a great way to gauge how you are perceived through Google's algorithms, which helps you improve on your existing foundation. That can help you beat the competition. 3. Build on existing contentKeyword benchmarking tools allow you to break down your website page by page to determine where each page sits for a particular keyword. You'll be able to go in and determine whether a keyword you've created is sparking interest and gaining traction in the search engine. As you develop your content, it's important to check your benchmarking analytics in order to see which keywords you're ranking well for too. If you notice that all of your articles around a certain topic ranks far above every other subtopic you cover, it's a safe bet that more people are generally interested in that type of content. Check your Google Analytics for official confirmation with your metrics. Afterward, you can start thinking about other topics in that same subcategory that you can create, which could increase your website ranking. 4. Check for concept viabilityIf you have a concept that you're hoping to bring to life, creating a simple landing page or coming soon page with popular keywords for your niche is a great way to check on the viability of your idea. For example, if you create a landing page for a product that is still in the works, but want to see if you can convince people to subscribe for updates on your product through development, the number of subscribers will give you an idea of how well your product will perform at launch. When you check your keyword benchmarking statistics on the chosen keywords you can compare them to similar product and competitor pages to see if your numbers are in the right area, which can prove the viability of your concept. 5. Establish long-tail keywordsFinally, you should use keyword benchmarking in your SEO strategy because it can help you establish long-tail keywords. A long-tail keyword is a target that may not see explosive growth all at once, but you can expect a long, steady stream of traffic based on the keywords and content. Keyword benchmarking allows you to dive into specific niche keywords that may not have a ton of competition but still get a consistent, though small, stream of traffic. As you examine the different keyword options for your website, you can start thinking about what types of content you'd like to feature these keywords and the impact this will have on your overall ranking. ConclusionThere's no doubt that keyword benchmarking is an important tool in the SEO marketer's toolbox. If you're a business owner, there is plenty of data here that you should see and use as well. You'll be able to expand your reach, obtain more conversions and boost your ranking when you start looking at this part of the SEO formula. |
| Small Business Guide to Restaurant Inventory Software Posted: 02 Apr 2019 10:00 AM PDT  Many restaurants lose up to 10 percent of their food before it even makes it onto diners' plates because of inventory errors. This can cost your restaurant thousands in lost revenue over the course of a year and cause frustration. A strong inventory management software application, though, can help you track exactly what comes in and goes out of your restaurant down to the last garlic clove. Another benefit of this type of software is that you can see exactly where you're overspending or losing money. Every restaurant has different needs, so the best place to start is to make a list of the features your business requires from an inventory software. Once you have a list of the must-have features, you narrow it down from there. Editor's note: Looking for a POS system for your business? These systems can often help with inventory management. Complete the questionnaire below to have our sister site BuyerZone connect you with vendors that can help. How to choose restaurant inventory softwareWhen drawing up your list of must-have features, think about your current method of inventory management. What exactly is lacking with the current system, and what you would like to add? Do you need detailed reports of what items you have in stock? Do you need it to integrate with other systems? Do you store your items at multiple locations? Next, determine if your restaurant has other needs – most inventory management tools are included in restaurant management systems (RMS) that come with other features like point of sale (POS), employee management and CRM. Do you need these features or only inventory management software? If you need multiple services, choosing an all-encompassing RMS may be more cost effective. [Interested in learning more about POS systems? Check out our reviews and best picks.] Why is it important?Inventory management software helps your restaurant run as efficiently as possible. A good software program will perform some of the following important functions:
PricingMost inventory management software programs have a core, or standard, package that increases in price as you add more hardware or capabilities. A starting software package can cost anywhere from $70 to $130 per user (or terminal), per month, and you should expect to pay more for additional features. Software vendors offer different packages with different combinations of features, which is why it's critical you already know exactly what features you need beforehand so you can accurately compare programs. Ease of useIt is important that you choose software that is intuitive, easy to use and has good customer support in the event that something goes wrong. Most systems are easy to learn and understand, but you should test the software that you're considering first before you buy it. Many vendors offer a free demo. If they don't, ask for one. If they refuse or don't offer one, that should serve as a red flag to you. AccessibilityMost software is created for Android or iPad platforms. Determine which type of device you will use, and check with the software company to ensure the software can run on those devices. Also check whether the software is mobile or tablet only, or if it can also be accessed on a desktop or laptop. IntegrationIf you choose inventory management software (as opposed to a general restaurant management system), make sure the software can be easily integrated with other systems. This will make running the day to day of your restaurant easier because your systems will be able to coexist together (and, in fact, provide more meaningful data) rather than competing against each other. FeaturesMost systems have a core plan with basic features, such as automatic inventory, recipe costing, vendor management and one-click ordering, with access to more advanced features as the price goes up. You should know exactly what your restaurant is looking to get from inventory management software. For example, how detailed do you need your inventory reports to be? Do you want automatic reordering? What (and how much) do you want the software to do versus what you (or your staff) are willing to do? Some vendors may work with you to customize the software to meet your unique needs. Check with the vendor to see what your options are. Customer Support/TroubleshootingFinally, research what types of customer service and support are available with your software program. It is vital that you have reliable and helpful responses to your requests, since good technical support can turn a crisis into a small inconvenience. Check whether the vendor ha 24/7 chat, a phone number, or if you have to submit an online form or ticket for any issues. Ask the vendor what their average response time is for typical customer issues, how they respond to issues, and be sure to read reviews on a variety of platforms before making your decision. By doing your research and understanding your restaurant's needs, a restaurant inventory software application can increase your profits, decrease waste and help your business run more efficiently. By starting the buying process confident about what your needs are, you'll benefit in the long run. |
| 4 Reasons You Must Use Paid Social Ads Posted: 02 Apr 2019 09:05 AM PDT  On February 20, Samsung announced the launch of the all-new Galaxy s10 and the much anticipated Galaxy Fold at the 2019 Galaxy Unpacked event. Samsung has officially transformed the smartphone landscape by creating the first phone with a folding display. But if consumers want to get their hands on these beauties, they're going to shell out a hefty amount of cash — the s10 starts outs a $1,000 and the Galaxy Fold will cost you $1,980. As great as the new phones may be, mobile phone giants like Apple and Samsung have not been creating phones people are willing to pay that much for. As a result, fewer people are spending the money needed to upgrade. But despite a decrease in the mobile phone market over the past decade, Samsung's advertising efforts haven't slowed. In 2017, Samsung spent $11.2 billion in advertising and sales, taking the title of world's largest advertiser. For any business owners out there who doubt the effectiveness of paid advertising, it's time to take note because the most successful brands in the world are proving it's worth. While you may not have a billion dollar budget, you don't have to spend a ton for your efforts to be successful. Editor's note: Looking for a social media management service? Fill out the below questionnaire to have our vendor partners contact you about your needs. The Current State of Social Media AdvertisingA recent CMO survey reports that social media advertising budgets increased by 32 percent in 2018 and are expected to double by 2023. What's even more impressive is that ad revenue has skyrocketed within the past few years. In 2018 alone, paid ads brought it in $51.3 billion, with that number set to grow by 10.5 percent annually. What makes social media advertising one of the most powerful marketing tools is the ability to reach your consumers right where they're already spending most of their time — social media. Fifty percent of Gen Z and 42 percent of millennials think social media is the most relevant channel for ads, according to Adobe's State of Digital Advertising 2018 report. Next time you think to yourself, "Wow, I think I should put up a new billboard," immediately throw that thought out the window because your consumers are literally telling you that social media is where they want to see your ads. No matter what, you should be advertising on social media, but there are specific instances that could be happening within your business in which you need to be harnessing paid social ads. Launching a New BusinessAs of 2017, there were 73 million business pages on Facebook and Instagram. But only 6 million of those businesses are actively advertising on the platforms. While large brands like Coke and McDonald's can get away with solely posting organic content on their pages, small businesses don't have that luxury — especially if your business is just starting out. As an entrepreneur myself, I'll be the first one to tell you that advertising on social media isn't something that should be done, it needs to be done in order for your business to take off. Social media marketing tools, such as Facebook's Ads Manager, make it extremely easy for entrepreneurs of all levels of marketing expertise get the word out about their business. You'll have access to a laundry list of capabilities to ensure you're targeting consumers who would be the most interested in buying what you're selling. Amazing Lash, an eyelash beauty studio, used Facebook ads to promote the grand opening of its new store location and the campaign resulted in a 35 percent increase in sales and 4.8 time return on ad spend. The bottom line is that social media advertising makes is easy to generate exposure and brand recognition for your business in a way that's extremely cost-effective. The more people who see your ads in their newsfeeds, the more likely they'll be driven to purchase from you. Launching a New Product or ServiceLike we saw with Samsung, launching a new product or service is a big deal for your business. When the time comes to release the product, ideally, you should already have a loyal customer base built up. But let's just say your new product is meant for a more niche audience. For example, you're targeting men aged 30 to 40 who live in the U.S. and work in the trucking industry. Thanks to social media's advanced targeting capabilities, you can advertise your product to this exact audience. When creating ads through Facebook, you can access extensive targeting tools to create core, custom, and lookalike audiences to show ads to people who are the perfect fit for your business. The ability to target such specific audiences is what makes social media so powerful as a marketing tool. Decreasing lead costsAs a business owner, your No. 1 goal is to drive revenue for your company. Whether sales are down or you want to keep building on your upward trajectory, paid Facebook ads allow you to specify the exact business goals you're trying to meet and apply it to your advertising campaign. Orangetheory Fitness, a national fitness chain, was opening a new studio location and the owners asked my agency to gather leads for potential new customers in anticipation. We ran a campaign with lead generation as the primary ad objective. At the end of the campaign, Orangetheory gathered 404 new leads and generated 40 new customers. With social media advertising, you can target and influence your consumers' purchasing decisions at multiple points in the sales funnel. By staying in front of your target audience on social, they'll be ready to make a purchase when the need arises. Paid Content Drives Your MarketingAccording to Adweek, the reach of organic content has hit an all-time low of 2 percent. That means a page with 100 followers only has the potential to reach two fans. So if you're still under the impression that non-paid content is the answer to all your marketing problems, it's time for some tough love. Organic content only allows you to measure meaningless metrics: likes, comments and shares. While a post that generates 100 likes will definitely help your page look good, studies show that liking a post or brand on social media has no effect on purchasing behavior. The biggest problem with organic content is that ROI is not trackable or scaleable, so there's really no way to tell if your efforts are even benefitting your business. And the conversions that come from organic content are practically non-existent. Take it from Adventure Aquarium — for years, they were advertising on Facebook with an engagement approach. In an attempt to boost ticket sales, they switched their ad objective to focus on reach and conversions. As a result, the aquarium was able to increase their sales by 2.3 times, year over year. The value of paid ads is pretty clear — you have the ability to specify where your ads are placed, what your objectives are, who you're trying to sell to, and so much more. By relying on non-paid content, you're not taking advantage of all that social media ads have to offer. Advertising has drastically changed over the years. Gone are the days of relying on billboards and newspapers to grow your business. No other marketing tool can match the cost-effectiveness and impact that social media ads can bring to a brand. When done right, there's no doubt that paid content will lead to more customers, generate new leads, and drive higher sales for your business. |
| Small Business Guide to Sending Marketing Emails Posted: 01 Apr 2019 06:54 PM PDT  Unless you're one of those apathetic people who allows unread emails to collect up to the thousands in your inbox, you probably spent a good chunk of your morning deleting automated emails without reading them. But surely there was at least one that caught your eye, made you pause and skim through it, or maybe even made you click the link. It is more difficult than ever to cut through consumers' discerning filters. Living as we are in a digitized world, advertisements and promotions are everywhere we look, in everything we read, and on everyone's minds. Some predictions estimate that there will be 2.9 billion worldwide email users by the end of the year. Statista estimates that by 2021, 320 billion emails will be sent daily. That's a lot to sort through. But fear not, marketers. There are still plenty of ways to create marketing emails that actually get read. Business News Daily spoke to marketing experts to find out exactly how to get your messages across. Basically, you'll need to follow these steps:
Editor's note: Looking for email marketing software for your business? Fill out the questionnaire below to have our vendor partners contact you about your needs. Step 1: Get permission.This step is vital. As Nathan Hangen put it in this article, getting into someone's inbox is like being invited into their home, and it should be treated accordingly. Consumers must opt in to receive your emails, or you risk your emails being labeled as spam (and never read) or even hefty fines under the CAN-SPAM act. Because this step is largely about convincing the consumer that your emails are worth subscribing to, spend some time honing your language and graphics for the permission request. "Consumers respond best to personal, targeted [language], with a clear call to action and beautiful imagery," said Kristien Matelski, digital marketing specialist at Vizion Interactive. The permission request doesn't have to be dry and boring – this is the place to let your copywriters run free. Think personality, cleverness, and short, punchy copy – but don't overdo it. "The No. 1 thing businesses do wrong is overselling," said Matelski. Explain why the consumer should want to read your emails, and outline what you'll be sending them so there won't be any surprises. [Interested in finding email marketing software for your business? Check out our reviews and best picks on our sister site, Business.com.] Step 2: Understand your audience.Knowing who you're emailing and why is almost as necessary as getting permission, since it will determine your content, how often you send blasts and to whom you send which emails. Your email campaigns will depend on your business and what it offers. Jakub Kliszczak, a marketing specialist at CrazyCall, said that his customers look mainly for informational updates. "We send marketing emails whenever there is an important thing happening with our software. We give an in-depth explanation [but] put no effort into trying to push recipients into signing up for a trial. Yet we always get a handful of people who decide to check out the software." Pay attention to buying trends, demographics and customer feedback if you have access to it. If you lack customer feedback, consider sending out a survey to gather information on what your customers want to see from you in the emails and basing your content on those responses. Step 3: Have a genuine reason for sending emails.Many companies fall into the pit of marketing for the sake of marketing, rather than putting effort into a campaign that means something for the company. If you're jumping into email marketing just to keep up with the Joneses, your consumers are going to feel that and unsubscribe. Authentic marketing is more important than ever, so you should sit down and understand your vision and what you want the email campaign to accomplish. Step 4: Provide good content.Perhaps this goes without saying, but it's hard enough getting people to sign up for your emails; it's even harder to get them to stay. As the saying goes, content is king, and it should not be overlooked. Make sure what you're sending is personalized, engaging, and relevant to both your readers and your company. "The more you can make the receiver feel wanted and like you actually know/care about them, the better response rates you'll achieve," said Matthew Tudge, digital marketing specialist at WDA Automotive Marketing. Try to put yourself in the reader's shoes and only send emails you would want to read. Remember to keep it simple. Allie Danziger, president of Integrate Agency, recalled a client that overloaded their emails with images and blocks of information, tucking their call to action below the fold. Her team simplified the template and defined the client's goal, which led to a 71 percent increase in open rates. "This proved why simple is better," Danziger said, "and why laying out goals at the forefront can dramatically impact effectiveness." Step 4: Monitor your analytics.Many email marketing services come with analytics capabilities or integrate with third-party providers like Google Analytics. The three most important analytics for email marketing are open rate, click-through rate and unsubscribes. Your open rate shows how many people open your email and will tell you how engaged your readers are. If the rate is low, you'll need to identify where your emails are missing value for your readers and work on developing a stronger personal relationship with them. The click-through rate (CTR) shows how many people clicked on any links included in your email. A low CTR will reflect poor or mistargeted copy or links your readers are not interested in, so you should focus on improving your copy, seeing what types of links your readers do click on, and modeling your emails accordingly. The unsubscribe rate is just that – how many people are clicking "unsubscribe" at the bottom of your emails. Check your unsubscribe rate in relation to your opt-in rate. If the unsubscribe rate is high, you need to do some serious digging to find out where you're dropping the ball between getting permission and this point, because this shows that people are engaged enough to opt in but getting lost in the middle. Getting a marketing email to the consumer is not easy, but if you remember your goals, keep it simple, and watch your analytics, you'll be well on your way to launching nothing but successful campaigns. |
| Key Steps Women Can Take to Be Strong Leaders Posted: 01 Apr 2019 05:57 PM PDT  For so long, women have determined career success by their ability to adjust to the male-dominated culture and business processes in their field. Women try to play by the existing rules in the workplace and have the additional hurdle of society's perceptions of how women should act and be seen. While education and practice are reducing some of the invisible angst of being a woman in a leadership role, there are still challenges to face and overcome. It rests on current women leaders to embrace their role-model status and address those challenges head-on with action and execution. To that end, more and more women in leadership positions are pushing the boundaries of gender equality by utilizing their strengths and leadership qualities – in skill, knowledge, experience and emotion. They are pursuing the things they want from their job and their career, not waiting for it to come to them. The key is confidence in all your resources and abilities, not just those represented on paper. "Once I heard that I shouldn't expose my feelings at work, because this represents weakness, especially coming from a woman," said Mayra Attuy, a marketing head at Verizon Media. "I see emotion, passion and compassion as valuable assets, not things to be ignored or hidden." The importance of leaving your comfort zoneA commonly cited Hewlett-Packard study on internal hiring practices found that men often apply for a job when they meet 60 percent of the qualifications, but women apply only if they meet 100 percent of them. There is an unconscious belief that unless a woman meets the criteria exactly, she won't be considered. Changing that belief starts with the individual woman. Each one must believe she is capable of doing the work and proving it through the interview process, instead of not throwing her hat in the ring for consideration because of self-doubt. Reshma Saujani, founder and CEO of Girls Who Code, said that while girls are taught to play it safe, smile pretty and get all A's, boys are taught to play rough and swing high. "In other words, we're raising our girls to be perfect, and we're raising our boys to be brave," she said in a TED talk. Even when women are ambitious, the socialization of perfection often leads them to risk aversion, Saujani said. Devoreaux Walton, owner of Distinct Personal Branding, believes success is found outside of one's comfort zone, but is often hindered by the fear of the unknown. "Every successful entrepreneur and business leader did what they were afraid to do instead of just letting the fear rule in their personal and professional lives," she said. She said the best way to overcome fear is to acknowledge it: Recognize the fear is there, but do it anyway. If you're too rigid, you could miss one of those serendipitous "aha" moments that could inspire a creative solution or force a different approach. Angie Hicks, co-founder and chief marketing officer of Angie's List, had to face her fears when she was approached about starting the now-national customer review service as an introverted college graduate. "My biggest challenge was combating the fact that I was really shy and quiet," said Hicks at the inaugural American Express OPEN CEO BootCamp in 2013. "In starting a business, you have to get out and talk to people. I was doing door-to-door [subscription] sales, which was the last thing I ever thought I would do." Leaving her comfort levels paved the way for Hicks to take advantage of opportunities that never would have arisen otherwise. "Don't miss out on opportunities that come your way," she said. "Put yourself in a position to have those opportunities; know when one is facing you and take it." The mindset of equality as a realityA recent study conducted by the Pew Research Center found that in 2018, women earned 85 percent of what men earned, based on an analysis of the median hourly wage for both part-time and full-time work. In 2017, the U.S. Census Bureau found that women earned 80 percent of what men earned when analyzing full-time wage data. Many women have felt the effects of the gender gap during their careers, whether it was a pay dispute, a lost promotion or just a snide comment from a co-worker. Even if your work environment champions equality, it's not uncommon to encounter people who have faced some kind of discrimination, subtle or not, because of their gender. It's difficult to think this way when cases of gender inequality are talked about in the news and on social media every day. However, if women want to be viewed as equal in the workplace, they must stand their ground and demand the respect they deserve – and it starts by behaving as if the gap has been closed, said Paula Stephenson, director of marketing at Smoke's Poutinerie. "I have noticed that if you act like there's equality in the workplace, then there will be," Stephenson said. That's not to say that people should pretend inequality doesn't exist. Acknowledging the need for change is important, but more important are your actions and attitudes in the workplace. Encourage yourself and others, and don't let perceived detriments rule the day. "Being a working mom in the corporate world is a daily challenge," Attuy said. Despite the struggle to find balance, she considers her proudest professional moment to be when she returned from maternity leave. She believes her simultaneous personal and career success has made her a stronger marketer. Women as leaders for other womenFor women just entering the workforce, Attuy recommends leading by example while being open, supportive and collaborative with others. Look for, bond with and become role models for other women to follow. With advancements like the #MeToo movement, discussions have been ignited, but there are still many barriers to overcome. Natural attributes normally assigned to women can be big differentiators as leadership qualities in the workplace. Women can help others set goals and attain them, emphasize teamwork, and invest time in training, mentoring and personal development. Women are less likely to have the "lone wolf" or "leader of the pack" mentality, lending themselves naturally to developing and helping others. Emily He, former chief marketing officer at Saba Software and now the CMO at DoubleDutch, discovered that women are driven more by intrinsic motivations about work than by what their jobs or employers demand from them. "In contrast to men, who tend to be career-centric and want to maximize their financial return from work, women view work more holistically, as a component of their overall life plan," He said. "Therefore, they're more likely to approach their careers in a self-reflective way and value factors such as meaning, purpose, connection with co-workers and work-life integration." When women bring this strength to bear for their teams and employees, it has long-lasting implications. It improves employee retention, creates stronger team players, and develops the next generation of female role models. As each woman in the workplace does her part to work toward gender equality in her workplace, the gap will slowly but surely close over time. It isn't a matter of the different strengths that men and women bring to their careers, but instead how we accept the meshing of those strengths to drive companies forward in meeting their goals and setting new ones while achieving individual success. "The big challenge is to keep our perspectives top of mind in conversations at the corporate level, and also among family and friends, so the mindset shift can happen," Attuy said. "Be resilient that change will come." Additional reporting by Nicole Fallon and Carlyann Edwards. Some source interviews were conducted for a previous version of this article. |
| Posted: 01 Apr 2019 01:24 PM PDT  Payroll is an essential function of any business. As an employer, it's your job to make sure your workers are compensated. That means you need to have some kind of payroll methodology to track hours worked, issue tax deductions and pay your workers. Despite being the backbone of many businesses, what payroll system you choose, as well as how it works, can sometimes go overlooked. Understanding why a payroll system is necessary, the costs associated with payroll, how to set one up and how to find the best solution can be the difference between an intuitive cloud-based system and a confusing platform that causes headaches. Why is a payroll system necessary?If you pay your workers, you need a payroll system. Whether that's a cloud-based solution or manual process, you need a system in place to track hours, understand deductions and issue payments to your workers. Adopting a manual process can be a huge time suck for a growing small business. If you have several employees, you'll have to manually track their hours and rates. Then you'll have to research both federal and state tax law so you're deducting the correct amount for taxes from each paycheck. After all this, you'll have to pay employees, track year-to-date spending and keep an eye on time off payouts. There are several responsibilities and factors to juggle when processing payroll manually. If you're trying to work on payroll and run your business, it's easy to become overwhelmed. Payroll technology automates a lot of these processes and even provides online portals for your employees to view important payment information, like tax deductions, 401(k) withdrawals and other breakdowns of benefits. More importantly, it helps business owners focus on running their business rather on administrative tasks, like payroll. How much do payroll solutions cost?Finding the right payroll solution means assessing your revenue and understanding what kind of system you need and can afford. There are two standard cost structures when it comes to payroll: monthly payments and per-payroll payments. Monthly pay structures entail a base monthly fee and then a fee per employee. These base fees range from $30 to $150 per month, and the employee fees range from $2 to $15 per month. A flat monthly fee allows for unlimited payroll runs at no extra cost. If you have a lot of contract or 1099 employees, this means you can pay them at no additional cost to your business. Per-payroll price structures mean you pay a fee every time you run payroll, plus a per-employee fee. These per-payroll fees can vary between $10 and $100 per run. The employee costs are usually between $2 and $15. As an employer, these costs can mean the difference between spinning your wheels on employee payroll and spending time running your business. How do you determine the best payroll system for your business?As with choosing any business service, you have to start by assessing your business's needs. There are several important things to consider before choosing a payroll service:
Once you have a better idea of the type of service you need, you can check out some of the major players. Business News Daily reviewed more than 70 payroll providers to determine which were the best for small business. Based on our research, OnPay, Intuit, Gusto and SurePayroll are the best companies for small business. You can view a full breakdown of the best picks here, as well as reviews of other top payroll service providers on our sister site Business.com. What are some free payroll options?While the best companies charge small businesses for their services, there are some free solutions that are ideal for small business. There are several online options like Payroll4Free.com, Wave and eSmart Paycheck. Before deciding to use a free payroll provider, it's important to assess your own needs and pick one that gels with your business. Many free providers are situation-specific, providing services to international companies, companies employing independent contractors and very small companies. How does payroll work?Payroll software automates all the necessary requirements of accurately running payroll. They automatically calculate the correct amount your employees should be paid each pay period based on the number of hours they've worked. If you have salaried employees, payroll software also tracks salaried employees and pays them accurately. The biggest advantage of using payroll software is having taxes automatically deducted from employee paychecks. You won't have to worry about paying payroll taxes or misreporting employees' wages. Many payroll companies will give you a 100 percent guarantee, so if there is a mistake, the payroll company will take responsibility, and your business won't be on the hook with the IRS. Because payroll systems work through an automated process, you can focus on running your business. How do you set up a payroll system?As an employer, the first step to setting up a payroll system for your business is contacting the company with the services you're interested in. You can work with a salesperson to get the right plan for your company. Your employees will have to fill out necessary forms and be onboarded, and your business will have to establish important tax information. Once you handle the necessary paperwork, you can work with the company to establish the type of pay period for your business as well as outline employee compensation information. Keep in mind that some companies may charge you to set up the system. How do you learn to use a payroll system?Much like setting up your software, learning to use the system falls on the company you're partnering with. Running payroll through a software application usually involves basic tasks like manager (or owner) approval of time cards and then establishing a day or time to run payroll. If you work with a company that fits your needs and is a reputable industry player, these payroll services are intuitive and fairly easy to use. Many companies will also provide points of contact for basic questions and support. How can payroll software help me with payroll taxes?Payroll software automatically calculates and deducts both state and federal taxes from your employee's wages. It will also handle payroll tax payments to the government. Make sure you ask the company you're considering partnering with about this feature. Most companies provide payroll tax payment support, but some may not. In any case, one of the major advantages of working with a payroll software provider is not having to worry about taxes. Tax law and employee taxation are always structured to change. Payroll companies have team members dedicated to monitoring these changes and implementing them in your business. This kind of attention can keep you compliant, and you don't have to spend time sifting through tax law. Is payroll an HR or finance function?Payroll functions both in an HR and finance capacity. It involves finance, because payroll is one of your business's overhead costs. Payroll is also a function of HR as it involves tracking things like hours worked, time off requests and benefits information. Many payroll companies will integrate seamlessly with existing time and attendance software and HR management tools. Some companies, like ADP, may provide their own versions of these services to bundle with your payroll offering. How do you migrate your data between payroll providers?If you already work with an online payroll provider and you want to switch to a new service, it's possible to do so with minimal headaches. The best time to switch is usually at the end of a quarter or the beginning of the year, but this is not a requirement set in stone. Before preparing to switch, talk to your new payroll provider (or prospective new service), and ask for advice. Based on your business's specific situation, it could make sense to ask your new payroll provider when the best time to switch is, what information should be prioritized in the move and how long the switch will take. According to Insperity, there is some basic information you should have ready when you switch:
There may be additional information, or additional circumstances, that are specific to your business's situation. Talk with your new payroll provider to make the switch as seamless as possible. |
| CompTIA Certification Guide: Overview and Career Paths Posted: 31 Mar 2019 03:44 PM PDT  Headquartered near Chicago, CompTIA is a nonprofit trade association made up of more than 2,000 member organizations and 3,000 business partners. Although the organization focuses on educating and certifying IT professionals, CompTIA also figures prominently in philanthropy and public policy advocacy. CompTIA certification program overviewCompTIA's vendor-neutral certification program is one of the best recognized in the IT industry. Since CompTIA developed its A+ credential in 1993, it has issued more than two million certifications. In early 2018, CompTIA introduced its CompTIA Infrastructure Career Pathway. While you'll still see the same familiar certifications that form the bedrock of the CompTIA certification portfolio, this new career pathway program more closely aligns CompTIA certifications to the real-world skills that IT professionals need to ensure success when managing and supporting IT infrastructures. CompTIA certifications are grouped by skill set. Currently, CompTIA certs fall info four areas: Core, Infrastructure, Cybersecurity and Additional Professional certifications.
CompTIA Core CertificationsCompTIA IT Fundamentals+ CompTIA IT Fundamentals+ is ideal for beginners with a basic understanding of PC functionality and compatibility as well as familiarity with technology topics, such as hardware basics, software installation, security risks and prevention, and basic networking. It's also ideal as a career planning or development tool for individuals beginning their IT careers or those seeking to make a career change. A single exam is required to earn the credential. CompTIA launched a new IT Fundamentals+ exam (Exam FC0-U61) in September 2018. This new exam focuses on computing basics, database use, software development and IT infrastructure. The English version of the prior exam (Exam FC0-U510) retires on July 15, 2019. Exams in other languages retire on December 1, 2019. CompTIA A+ The CompTIA A+ certification has been described as an "entry-level rite of passage for IT technicians," and for a good reason. This certification is designed for folks seeking a career as a help desk, support, service center or networking technician. It covers PC and laptop hardware, software installation, and configuration of computer and mobile operating systems. A+ also tests a candidate's understanding of basic networking, troubleshooting and security skills, which serve as a springboard for CompTIA networking or security certifications or those offered by other organizations. According to CompTIA, more than one million IT professionals hold the A+ certification. The A+ is required for Dell, Intel and HP service technicians and is recognized by the U.S. Department of Defense. CompTIA released new "Core" exams for the CompTIA A+ credential on January 15, 2019. These new exams provide additional focus on operational procedure competency and baseline security topics. Candidates must pass the Core 1 (exam 220-1001) and Core 2 (Exam 220-1002) exams. The Core 1 exam targets virtualization, cloud computing, mobile devices, hardware, networking technology and troubleshooting. The Core 2 exams focuses on installation and configuring operating systems, troubleshooting software, operational procedures and security. CompTIA Network+ Many IT professionals start with the A+ certification. While the A+ credential is recommended, if you have the experience and don't feel a need for the A+, you can move directly to the CompTIA Network+ certification. It's geared toward professionals who have at least nine months of networking experience. A candidate must be familiar with networking technologies, media, topologies, security, installation and configuration, and troubleshooting of common wired and wireless network devices. The Network+ certification is recommended or required by Dell, HP and Intel, and is also an accepted entry-point certification for the Apple Consultants Network. The Network+ credential meets the ISO 17024 standard and just like the A+, it is recognized by the U.S. DoD. A single exam is required to earn the certification. CompTIA Security+ CompTIA Security+ covers network security concepts, threats and vulnerabilities, access control, identity management, cryptography, and much more. Although CompTIA does not impose any prerequisites, the organization recommends that cert candidates obtain the Network+ credential and have at least two years of IT administration experience with a security focus. To obtain the Security+ certification candidates must pass on exam, SY0-501. Infrastructure CertificationsCompTIA Linux+ The CompTIA Linux+ Powered by LPI certification is aimed at Linux network administrators with at least 12 months of Linux administration experience. Such experience should include installation, package management, GNU and Unix commands, shells, scripting, security and more. The A+ and Network+ certifications are recommended as a preamble to this certification but are not mandatory. Candidates must pass two exams (LX0-103 and LX0-104) to earn this credential. The exams must be taken in order, and candidates must pass exam LX0-103 before attempting LX0-104. In 2018, CompTIA began testing a new beta exam (XK1-004). The beta exam offering ended October 22, 2018. New exams generally follow beta exam tests so interested candidates should check the Linux+ web page for updates. CompTIA Cloud+ As the cloud computing market continues to grow by leaps and bounds, the CompTIA Cloud+ certification has been keeping pace. This certification targets IT professionals with two to three years of experience in storage, networking or data center administration. A single exam, CV0-002, is required. It tests candidates' knowledge of cloud technologies, hybrid and multicloud solutions, cloud markets, and incorporating cloud-based technology solutions into system operations. CompTIA Server+ CompTIA Server+ aims at server administrators with 18 to 24 months of experience with server hardware and software technologies, and the A+ certification is recommended. The Server+ credential is recommended or required by HP, Intel and Lenovo for their server technicians. It is also recognized by Microsoft and the U.S. Department of Defense (DoD). A single exam, SK0-004, is required to achieve this credential. CompTIA Cybersecurity CertificationsCompTIA Cybersecurity Analyst (CySA+) As cybercrime increases, the requirement for highly skilled information security analysts will continue to increase as well. The Bureau of Labor Statistics (BLS) reports anticipated growth of 28 percent for information security analysts between 2016 and 2026, the fastest rate of growth for all occupations. One of the newer additions to the CompTIA certification portfolio is the Cybersecurity Analyst (CySA+) certification. The CySA+ credential is specifically designed to meet the ever-growing need for experienced, qualified information security analysts. CySA+ credential holders are well versed in the use of system threat-detection tools, as well as the use of data and behavioral analytics to secure applications and systems from risks, threats and other vulnerabilities. CySA+ certification holders are not only able to monitor network behavior, but analyze results and create solutions to better protect against advanced persistent threats (APTs), intrusions, malware and the like. CompTIA describes CySA+ as a bridge cert between the Security+ credential (requiring two years' experience) and the master-level Advanced Security Practitioner Certification (CASP), which requires 10 years of experience. To earn a CySA+, candidates must pass a performance-based exam. CompTIA Advanced Security Practitioner+ (CASP+) While CompTIA no longer uses the "master" designation, the highly sought-after CASP+ certification is most certainly a master-level credential. Targeting practitioners, CASP is the only performance-based, hands-on certification currently available from CompTIA. This certification is designed for seasoned IT security professionals who plan, design and implement security solutions in an enterprise environment. Although this certification doesn't impose any explicit prerequisites, it's not a bad idea to earn the Network+ and Security+ certifications before tackling the CASP exam. You should also have 10 years of IT administration experience plus a minimum of five years of technical security experience (thus securing this certification's place as a "master" credential). Booz Allen Hamilton, Network Solutions and Verizon Connect, among other companies, require CASP+ certification for certain positions. The U.S. Army and U.S. Navy also accept CASP+ as an industry-based certification required by employees and contractors who perform IT work in DoD data centers. The CASP+ certification requires that candidates pass the CAS-003 exam, which consists of 90 multiple-choice and performance-based questions. CompTIA PenTest+ The newest additional to the CompTIA certification family is the CompTIA PenTest+. An intermediate-level credential, PenTest+ is designed to complement the CySA+. While CySA+ is defensive in nature (focusing on threat detection and response), the PenTest+ credential is offensive, focusing on using penetration testing to identify and manage network vulnerabilities across multiple spectra. There are no mandatory prerequisites, but the Network+ and Security+ (or equivalent skills) are highly recommended, along with a minimum of two years of information security experience. Candidates pursuing the cybersecurity career path may take the PenTest+ or CySA+ credential in any order. The exam was released in July 2018, and is focused on communicating and reporting results, analyzing data, conducting penetration testing and scanning, and planning assessments. The exam also tests a candidate's knowledge of legal and compliance requirements. Additional Professional CertificationsCompTIA Project+ The CompTIA Project+ certification focuses exclusively on project management and is ideal for project managers who are familiar with project lifecycles from planning to completion, who can finish a project on time and under budget. Project managers interested in this certification should have at least one year of project management experience overseeing small- to medium-sized projects. The Project+ credential requires that candidates pass a multiple-choice exam, PK0-004. CompTIA Cloud Essentials The CompTIA Cloud Essentials certification is geared toward individuals who understand the business aspects of cloud computing and how to move from in-house to cloud storage. In addition, they should be familiar with the impacts, risks and consequences of implementing a cloud-based solution. A single exam is required to earn the credential. CompTIA CTT+ The CompTIA Certified Technical Trainer (CTT+) certification is perfect for anyone interested in technical training. It covers instructor skills, such as preparation, presentation, communication, facilitation and evaluation, in vendor-neutral fashion. Adobe, Cisco, Dell, IBM, Microsoft and Ricoh all recommend CTT+ to their trainers and accept it in lieu of their own in-house trainer certifications. Two exams are required for the CTT+ credential: CompTIA CTT+ Essentials (TK0-201) and either CTT+ Classroom Performance Trainer (TK0-202) or CTT+ Virtual Classroom Trainer (TK0-203). The CTT+ Classroom Performance Trainer and CTT+ Virtual Classroom Trainer are performance-based exams. In this case, you must submit a video or recording of your classroom (or virtual classroom sessions), and complete a form that documents your training preparation, delivery and student evaluations. Related jobs and careersIn addition to certification levels, CompTIA groups its certifications into several career paths:
The CompTIA Certifications page lets you pick a certification level and/or a career path and then returns a list of certifications to focus on. For example, one of the most popular career paths in IT is network administration. CompTIA's Network and Cloud Technologies career path offers numerous certifications that can help you advance your network administration career, such as IT Fundamentals+, A+ and Network+ (Core certs), along with Cloud+ and Linux+ (Infrastructure certifications) and Cloud Essentials. Those interested in network security (one of the fastest growing fields in IT) should consider the certifications in CompTIA's Information Security career path. This includes all four of the Core credentials (IT Fundamentals, A+, Network+ and Security+) along with all cybersecurity certifications (CySA+, PenTest+ and CASP+). CompTIA provides a comprehensive IT certification roadmap that encompasses certifications from CompTIA as well as a variety of other organizations, including Cisco, EC-Council, Microsoft, (ISC)2, ISACA, Mile2 and more. Because CompTIA credentials do not focus on a single skill (such as networking or virtualization), CompTIA credential holders may find themselves in a variety of job roles depending on their experience, skill levels and areas of interest. Here are just a few of the possible careers that CompTIA credential holders may find themselves engaged in:
While the examples above are by no means exhaustive, they provide an overview of some available careers. Your career choices are limited only by your interests, imagination and determination to achieve your personal goals. CompTIA training and resourcesCompTIA provides various and extensive training options, including classroom training, study materials and e-learning. A wide range of CompTIA Authorized Training Provider Partners (CAPPs), such as Global Knowledge, Learning Tree International and more, operate all over the world. Classroom and online/e-learning offerings range in cost from $2,000 to $4,000, depending on the particulars. Visit the CompTIA Training page for more details. CompTIA works with third parties to offer self-study materials (the search tool is available here). Content that has been through a vetting process is branded with the CompTIA Approved Quality Content (CAQC) logo. Other materials that allow you to study at your own pace, such as audio segments, lesson activities and additional resources, are available through the CompTIA Marketplace. Finally, every CompTIA A+, Linux+, Network+, Server+, Security+ and IT Fundamentals+ certification candidates must check out CertMaster, CompTIA's online test prep tool. CertMaster helps you determine which topics you know well and those you need to brush up on, and suggests training to help you fill in the gaps. |
| As Trust in Online Media Drops, Email Newsletters Drive Engagement Posted: 29 Mar 2019 05:10 PM PDT  Reaching out to an audience that trusts your message is hard these days. With cries of fake news on the rise and new technologies like deepfakes distorting what looks real, new data suggests consumers consider email newsletters as reliable sources of information. According to a recent survey commissioned by PowerInbox and conducted by Mantis Research that polled 1,000 U.S. adults, online-only media gets just a 55 percent trust rating. Researchers also found that 73 percent of Americans worry fake news is being used as a weapon, and 34 percent trust social media as a source of news. Conversely, nearly 60 percent of American adults in the study subscribe to an email newsletter of some sort. Given that people must submit their email address to receive a newsletter in the first place, researchers said there's an inherent trust between the publisher and the reader. Since the average person largely distrusts social media and outlets like Facebook "control the traffic publishers receive," PowerInbox CEO Jeff Kupietzky said publishers have been forced to find other avenues to reach readers. "Publishers are desperately seeking alternative channels to directly engage audiences, where they know their audiences will be guaranteed to see their content and the audience trusts the source," he said. "This data proves that email fits the bill perfectly for both guaranteed distribution and as a trusted channel." Boosting ads through newslettersFor publishers, page views usually mean two things: Your content is being read and, therefore, is worth your employees' time, and advertising dollars will begin rolling in, since more page views usually translate into more revenue. Yet, just as distrust in the media has increased because of outside influences, online advertising has been affected by a change in public perspective. According to a Deloitte Global survey, approximately 80 percent of North American internet users have at least one ad-blocking tool on their devices. Even though most users actively try to avoid seeing advertising on the internet, researchers found that email newsletters generally drive engagement and click-throughs. According to the survey, roughly two-thirds of adults will click on an ad in an email if they trust its origin. That same number will click on a website ad if they trust the site. When using mobile devices, approximately 80 percent of respondents said they would rather download a free app supported by ads than spend money on a similar ad-free app. "Consumers recognize that the 'free' content they enjoy in emails and online does come at a cost, and they've proven willing to 'pay for it' by accepting ads," Kupietzky said. "However, our research shows that trust and relevancy are also extremely important to keep from alienating audiences. That's why working with a monetization partner who can help make the right matches between advertisers and publishers is so important." Opting outTrust and engagement may be up when consumers trust the source, but sometimes people end up cutting ties with a publisher. While that's not an ideal situation for publishers or advertisers, researchers found that both parties can find a silver lining in the process. According to the survey, 75 percent of respondents said they choose to unsubscribe from a newsletter. That's a better alternative for publishers than having their emails marked as spam. Email providers like Google's Gmail and Microsoft Outlook have robust anti-spam features that automatically send messages from certain addresses straight into the spam folder. If more and more users mark messages as spam, these email providers will eventually deliver those messages directly into the spam folder as well, leaving their contents unseen. Researchers said just 25 percent of recipients said they mark emails they no longer want to receive as spam. Officials said this "points to respect for the brand" from the remaining 75 percent of respondents and a "desire to do no harm just because their interests change." |
| Best Business Features of the October Windows 10 Update Posted: 29 Mar 2019 04:29 PM PDT  Editor's note: On March 28, 2019, Microsoft finally told business users that the October 2018 update is ready for a mass rollout. The update was introduced in October 2018, but had to be stopped while code issues were resolved that caused some users to lose their data. This news comes as the company is preparing to start a release of the Windows 10 April 2019 update, which is expected next month. There's a much different vibe now behind a new version of Windows. Microsoft has shifted away from massive bundles that dramatically revamp the interface and come with too many features to wrap one's head around. With the Windows-as-a-service model, Microsoft is showing how the October Windows 10 update can drop in some essential features that businesses will find useful, while making the update cycle more iterative. Windows 10 still has considerable adoption in the business world, so here are a few specific features worth calling out for this latest update. TimelineThe Windows 10 timeline feature actually debuted in April, but as the most front-facing change, it's worth noting here. It's quite useful, giving a visual overview of your work history across both Windows and mobile devices. When you press Alt + Windows or click the Task View button to the right of the search box, you'll be able to fire this up: ((ImgTag|https://www.businessnewsdaily.com/images/i/000/017/082/i02/windows-10-timeline.png|true|The Windows 10 timeline can connect you to your workflow across devices.|Microsoft|))The full experience requires sticking close to apps that support this feature, such as Office, the Microsoft Edge browser and other third parties that have tapped into Microsoft's APIs. It's worth exploring, as it represents the most noticeable shift in how one uses Windows. Mobile appReady to download another app? If you want to tie your Windows 10 device to your Android device or iPhone, you'll need to download it. It’s another method that Microsoft has developed to make the Windows and Office experience extend from the desktop to other devices you use. Odds and endsThere are a number of smaller points to this update that are likely to be useful for business users. Given the new update model, many of these features can come more quickly, since there is no need to wait for a major annual upgrade. Windows Defender Application Guard is useful for keeping machines better protected against external attacks. Additionally, Azure Active Directory and Active Directory users who use Windows Hello for Business can now use biometrics to authenticate a remote session. The ever-popular business communication program Skype wants to be more conversational and breezy, so it now features more playful emojis and other design elements that make it feel closer to a consumer app. This may not be everyone's favorite update, but those who are part of a companywide Microsoft Teams rollout will probably get on better using that application for chatting. Snipping screenshots and then inking them up with a Surface Pen or other stylus is quite useful for presentations when you want to focus on a particular subject or feature. ((ImgTag|https://www.businessnewsdaily.com/images/i/000/017/083/i02/windows-10-snip.png|true|Snipping screenshots and inking them up is another way Windows seeks to implement pen input into the workflow.|Microsoft|))The key is to spend time checking out the hidden features and adjustments that make Windows fairly customizable for individual workflows. Lots of fixesIt wouldn't be a new Windows build (or any important software release, really) without a number of bug fixes. Microsoft delivers here, with key fixes to Bluetooth issues, display scaling and battery life. Microsoft details the update process here, so you may need to take some action on your own if you don't want to wait for the update to roll out. But if you're happy to take your time, or just want to dive in deeper, Microsoft offers more details about the latest build, which includes a number of changes to Office that will interest those in the business world. |
| How to Build Your Email Contact List Posted: 29 Mar 2019 03:40 PM PDT  Building an effective email marketing contact list is critical to the success of your company's digital marketing efforts. Email marketing gives you the opportunity to directly reach your consumers with less competition and digital white noise. However, since consumers are growing numb to promotional campaigns, it is essential that you employ the proper techniques to build and nurture your contact list. The process of generating a successful list is twofold: You first have to get people to want to receive your emails, and then you have to keep them engaged so they want to keep getting them. A study conducted by Mailchimp showed that the average email open rate in 2018 was less than 21 percent and click-through rates were even lower. With such low rates, it is essential that your business has several prospects to make your email campaigns worthwhile. This means how you go about obtaining your addresses and what you do once you have that contact information is imperative. There are right and wrong ways to do it. First and foremost, it is important that you only send your emails to consumers who have voluntarily signed up to receive communications from your business. Sending marketing emails without that consent can be detrimental to your business, as it will likely result in unhappy consumers and potentially cause your emails to be filtered as spam. How can you get customers to sign up for your emails? And what can you do to make sure they never click that "unsubscribe" button? Here are seven tips for building an email marketing contact list to grow your business. Editor's note: Need to revamp your email marketing strategy? Fill out the below questionnaire to be connected with vendors that can help. 1. Have multiple locations for email sign-up.Offering customers multiple calls to action (CTAs) to sign up for your email list is a good way to ensure more people voluntarily offer their information. Placing an opportunity in an immediately visible place is wise, but you should also cover your bases and place additional CTAs in alternative paths a customer might take to arrive at your webpage. These also serve as a reminder to those website visitors who skipped by the first CTA. Don't overdo it, though; try to keep your CTAs to just two to four spots on your website, such as these locations:
No matter where you put your email capture, use a double opt-in process. A double opt-in sign-up means your email service provider will send a confirmation email to new subscribers to ensure they want to be on your list. This strategy ensures that your customers know you are using permission-based email marketing and prevents bots from adding random email addresses to your list. [Need help with email marketing? Check out our best picks for email marketing software.] 2. Offer an incentive to email subscribers.You will collect email addresses more quickly if you give customers a reason to sign up. The Radicati Group statistics report estimated that the number of emails sent per day will exceed 293 billion in 2019, and that number is expected to increase to 347 billion by the end of 2023. Why should a customer read your promotional email when there are dozens of others to sift through in their inbox? Answering that question is key to a successful email marketing campaign with a healthy contact list and open rate. If you want customers to invite you into their inboxes, you need to offer an incentive that will prompt them to share their email addresses. The most effective incentive will depend on your type of business. These are a few examples:
These incentives don't have to cost you much money, but they do need to offer real value to your email subscribers if you want to generate email sign-ups. 3. Use landing pages for email sign-up.Customers are more likely to sign up for your list when they aren't distracted by other possible actions. This makes landing pages a valuable tool for capturing email addresses. A landing page is a webpage with a single goal or CTA. In the case of building your email list, a landing page is designed to persuade website visitors to sign up. You can use landing pages anytime someone is directed toward your website from an external source, such as a mention in the media or your bio that appears on another website. You can also create them for ad campaigns or social media click-throughs. When customers click a link to learn more about your business, they are taken directly to a landing page that encourages them to sign up for your list, usually by offering an incentive relevant to the original ad or website that directed them there. If you create different landing pages for different sources, you can customize them to generate more interest. Customers who click on an ad for a product, for example, can be taken to a different landing page than those who found you mentioned in a media feature. Custom landing pages allow you to take advantage of segmenting, a strategy that divides up your email list based on customers' characteristics and interests. By addressing customers' specific interests and needs, segmented email campaigns can generate higher click-through rates than emails sent to a bulk list. Since Campaign Monitor's survey reported that 21 percent of marketers didn't use segmentation in 2018, implementing segmentation in your email campaign can give you a leg up on a fifth of the competition. 4. Leverage your social media outlets.Social media is extremely important to advertising these days. The PwC Global Consumer Insights Survey found that 37 percent of consumers find purchase inspiration through their social media channels. Chances are you have already started growing your social media presence for your business. But have you thought about using social media outlets to get more email sign-ups? Including email sign-up locations on social media and blog posts increases your chance of capturing promising leads. In social settings, you can ask for email multiple times in multiple places, as not every customer will see each sign-up form. This expands your reach to a larger net of potential customers. Social media platforms like Facebook, Instagram, LinkedIn and Twitter allow you to communicate with your consumers in a casual, entertaining way. When posting on these outlets, share your free incentives in return for your consumers' email addresses. Since 58 percent of consumers prefer visual-first content, couple your incentives with photos or video for further engagement. 5. Create an autoresponder sequence.When someone signs up for your email, they are already interested in your business. They have offered you a way to contact them because they are excited about some aspect of your business, products or services. It's important not to waste that opportunity to make initial contact. This is the point when it makes most sense to persuade them to use the incentive you offered, visit your store, make a purchase or otherwise interact with your business. However, many businesses collect customer emails, then fail to do anything with them for weeks. To capitalize on customers' excitement, use your email service provider to set up a series of messages that will automatically be sent to new email subscribers. This series is usually called an autoresponder sequence, welcome sequence or email sales funnel. It is generally 3-7 emails long, spaced out over several days or weeks. The goal of an autoresponder sequence is to guide new subscribers back to your site, encourage them to connect with you on social media or share more about why they should trust your business. An email sequence that is automatically triggered by email sign-ups can increase your click-through rates and nurture an ongoing relationship with new subscribers. You can also use welcome emails to guide customers in an introductory purchase. These offers, known as tripwires, are very low in price, often less than $10 or only the cost of shipping. Their value is in creating a relationship. Many consumers prefer to buy new products from a brand they already know or have purchased from. If customers make a tripwire purchase at the end of a welcome sequence, they are more likely to make a larger purchase in the future. 6. Limit sign-up detail requirements.Pop-ups and subscription landing pages should result in a quick sign-up process for the consumer. When requesting a consumer's contact information in a sign-up form, it is essential to keep your subscription questions to a minimum. When you ask for too many details, you risk scaring away potential subscribers. Since your users are already taking the time to subscribe, you should streamline the process for them. You can reduce the time it takes to subscribe by only asking for a name and email address, or just an email address. The more questions you ask, the higher your bounce rate will likely be. However, it's worth noting that users who take the time to complete longer forms are typically more serious about your product. You will receive more leads when you only ask for a name than when you ask for a name, email and phone number. However, if you have already created an extensive contact list and are looking to grow it by serious leads only, consider adding more inquiry fields. 7. Email subscribers regularly but not frequently.Building your email list doesn't just mean getting customers to sign up. You also have to keep them on the list, which means reducing the likelihood that customers will unsubscribe. Your autoresponder sequence is your first opportunity to create positive expectations around your email marketing. If you want to reduce the number of customers who unsubscribe to your mailing list, create an autoresponder sequence that offers real value and leaves customers looking forward to seeing your email in their inbox. The frequency of email marketing is also key to building your email list. Many customers unsubscribe from a business's emails because they are too frequent. However, if customers don't see an email from you for months at a time, they may forget who you are and unsubscribe. To maintain your list, email subscribers regularly enough to keep them interested, but not so frequently that they feel spammed. This will depend on your business and your customers, and you may have to run several test campaigns to determine whether customers respond best to an email every week, every other week, every month or only when you're having a sale. Running test campaigns may be extra work, but it is worth it. Email is one of the most valuable forms of content marketing you can use. In 2018, email marketing earned $38 for every $1 spent. Taking the time to build and maintain your list will pay off when you have the opportunity to market directly to your customers, with no middleman. What not to do when creating an email listWhen building an email list, there are a few approaches that you should avoid. First and foremost, don't spam. With anti-spam laws in place, it is important to provide your audience only with useful content. Be very clear in what you are offering, and avoid the temptation to sell in every email. By sending entertaining and educational emails, you will provide value to your audience, resulting in an easier "ask" when you finally send sales emails. Another strategy that typically doesn't work is buying contact lists. Avoid buying a database of email addresses, as they will not be targeted traffic leads. Sending emails to a bulk contact list of the wrong target audience will land you in the trash folder. If you are put in too many of these, you may be reported as spam. Another way to avoid being filtered as spam is to use a third-party email client like MailChimp, Constant Contact, SendGrid or Litmus. Using your own email service like Google, Outlook or Yahoo to deliver bulk emails can cause your emails to be filtered as spam. List building is an ongoing practice. Don't ignore your list once you collect the email addresses you need. By closely managing your address list and pruning it for bounced emails, you can ensure your conversion rate remains high and your unsubscribe rate remains low. If your unsubscribe rate increases, analyze who is leaving and why. From there, you can use what you learn to enhance your email marketing campaign and build a positive online reputation. Additional reporting by Adam C. Uzialko and Chad Brooks. |
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