Business.com |
- How Apple's ITP Update Will Affect Your Innovation Ambitions
- Supporting Parents in Your Company
- 4 Must-Know Marketing Trends in 2020
- How to Choose the Best Retail POS System for Your Business
- How to Find Remote Jobs That Are Right for You
| How Apple's ITP Update Will Affect Your Innovation Ambitions Posted: 30 Oct 2019 09:00 AM PDT  Intelligent Tracking Prevention (ITP), a feature of Apple's Safari browser, prohibits companies from using cookies to collect certain types of user data. Tech giants like Google and Facebook have used workarounds to ITP for years, but Apple recently made moves to restrict data tracking – and these workarounds – further.
The latest update, dubbed ITP 2.1, eliminates all third-party cookies after 30 days. That's just the start. The next update will prohibit third-party cookies entirely and degrade first-party cookies after just seven days. Based on this, experts predict that as Apple continues to refine ITP, the window for traffic monitoring could shrink to a time frame as short as 24 hours. These updates represent a significant shift in how the world is starting to view tracking. Because of this, every business that monitors user behavior online will be forced to develop an understanding of how Apple's new privacy-oriented priorities might affect their work. Is customer tracking a lost cause?C-suite decision-makers rely heavily on tracking data to generate the key performance indicators they use to develop business strategies, and Apple's ITP updates will reduce the supply of that data by severely limiting the lifespan of cookies. From a practical perspective, analytics will only be able to identify new visitors and not those who are returning. Further, because companies can no longer consistently track users, it will become harder to do things like personalize sites and perform traditional A/B testing. Over time, the shrinking pool of data could lead to skewed ROI calculations, lost ad dollars and decreased efficiency. Falling back on workarounds like link decoration, which adds information to the URL in a link, will no longer work, because ITP updates target those, too. And because practices like this are used by advertisers, publishers and affiliate marketers, the impact will most certainly be felt. Traditional customer tracking on Safari browsers is going to become impossible, which will make doing business in the digital age that much harder. Most troubling of all, the biggest victim of the updates will be an innovation if businesses don't take the right steps to adapt. Finding new sources of inspirationInnovation doesn't happen in a vacuum. Rather, it's inspired by the patterns and preferences of actual consumers. That's why tracking tools like link decoration have historically been advantageous – they allowed companies to follow people throughout the buyer's journey, identifying pain points and unmet needs that they can solve along the way. So if ITP restricts tracking, how will companies continue to foster innovation? They'll be forced to find new approaches. If businesses can't follow customers through their journeys, they'll have to meet them at their final destinations, making omnichannel marketing essential. This is by no means impossible. Companies already have a treasure trove of insights inside their customer databases and e-commerce platforms that reveal what their customers need and want. Now that it's harder to track customers, companies must engage them at the top of the funnel, move them through it, and get them to convert by using compelling images, strong calls to action, and a mobile-first user experience. Thriving without trackingDigital marketers are already finding ways to connect the channels they use and make their marketing more holistic. Think of connected, targeted TV ads that appear when users pause their shows or companies' partnerships with Alexa that position them as expert sources of information for certain topics. Omnichannel marketing makes sense, and it makes your messaging stronger. But make sure you really get to know your audience and learn how to bring together your offline and online channels seamlessly before getting started. Digging into internal consumer databases and e-commerce platforms are always reliable options that can uncover needs and inform new ways for your brand to innovate what it has to offer. Without tracking ability, you'll also have to consider how you look at your creative work. What are you using on your ads? Does your call to action make sense, and is it leading to more first-click actions? Your business won't have to immediately and completely abandon user tracking. Data will still be available from other browsers, giving you access to some, but not all, traffic information. Use these strategies to help you adapt and innovate in a new way. 1. Measure the impact of ITP.Safari only accounts for approximately 4% of desktop browser sessions and 20% of mobile sessions, so it likely represents a small portion of your audience. Use the segments feature in Google Analytics to calculate exactly how many people are coming from desktop and mobile Safari browsers. Look at browser and mobile statistics separately, because mobile accounts for five times more traffic. You can gauge the impact of ITP updates further by measuring how much time it takes first-time visitors to convert on your site. If it's less than 24 hours, ITP's cookie limitations will have little effect on your marketing model. 2. Create user IDs.ITP makes it harder to track anonymous traffic, but when users sign in to your platform, they're giving their consent to be tracked. Create user IDs and then encourage sign-ins by optimizing every part of the website experience: landing pages, checkout processes, mobile purchases, etc. Keep in mind that this will have to be intentional and truly offer users value if it will entice them to sign up and disclose information about themselves. Give visitors a reason to come back by offering them compelling content and assistance with purchasing. Ensure that it's easy to digest, actionable and engaging. Whether you offer users this content in the form of a blog post, a video, a podcast or an infographic, remember that content is one of the most powerful tools you have. Make it enticing for users to log in with their unique ID by promising something special only to members. By taking these steps to engage customers on your site, the fact that you can't track them when they leave becomes less of an issue. 3. Invest in tech talent.There aren't true workarounds to the ITP updates, but there are alternatives. Tools like tracker pages, IFrames, and server-side scripts can all replace some of the insights that tracking data provides – as long as you have the right tech talent to implement and optimize them. Start recruiting this talent now to prepare for future updates and whatever privacy changes follow. Companies will need to be nimble and flexible as online advertising evolves; don't wait to find the necessary talent until it's too late. And remember that investing in technology gives your business an edge over the competition. The sooner you get started using these powerful technology tools, the sooner you can get ahead and excel. It's easy to be alarmed about the ITP updates. But when you put them in context, you'll find that they only affect a specific category of data from a limited percentage of traffic. You could even argue that these changes are a good thing, because they force advertisers to be clearer and more compelling than ever before. In the midst of all the changes, innovation will continue to be mandatory. It's because of this imperative that businesses will need to adapt along with consumer privacy changes in order to thrive in the future. |
| Supporting Parents in Your Company Posted: 30 Oct 2019 08:00 AM PDT  Maternity leaves – and more recently, paternity leaves – are a normal and expected part of business. Because parents are some of the most dedicated and productive employees, it is important that they feel understood, accommodated and valued. Building a parent-friendly workplace can mean happier employees, better recruiting, higher morale and lower attrition rates. While large corporations like Google and Facebook boast impressive (and expensive) benefits for parents, smaller companies are still trying to find the parental benefits that best fit their budget and needs. Here are a few ideas on how you can take your workplace to the next level to make sure that parents feel recognized and supported so that they can put their best foot forward both at work and at home. 1. Offer flexible hours and remote workParenting is not only time-consuming but also unpredictable. Ballet recitals, sick days and parent-teacher conferences are just a few things that a parent may need to tend to. A traditional nine-to-five work schedule can make it difficult to fit those in. With heaps of new responsibilities, a new parent in a fast-paced company may find it logistically challenging to juggle work with family life. Implementing flexible and remote work policies is not an expensive perk, making this a particularly important strategy for smaller companies. By offering flexibility, working parents could, for example, leave early on meet-the-teacher day and make up the time by working through lunch or by working longer hours on another day. Consider offering your employees the option to work remotely for a certain number of hours or days each week. This way, staff can be on-site for meetings and other important affairs while being able to go home early on some days and complete the remainder of their hours after their child's bedtime. By giving employees this freedom, you foster a "get it done" rather than a "butts in seats" culture, enabling parents to balance work and family responsibilities. To hammer this mindset home, you can acknowledge employees for their impact and results rather than how late they stay in the office. Don't be surprised when work satisfaction and morale go up. 2. Consider their schedulesIt is more difficult for a new parent to join the team for after-work drinks or last-minute get-togethers. When planning events, throw in a few lunches or brunches, or move the start time up so that more people can attend. On a similar note, consider scheduling meetings towards the beginning or middle of the day. Holding meetings at the end of the day could potentially derail a parent's evening schedule – especially if the meetings run past 5 p.m. Not only could it mean missing dinner with the kids, but it also doesn't give the parent the option to leave early to make it to the school play. 3. Encourage peer-to-peer supportWhen working parents need advice or motivation, it is not uncommon to see them turn to their peers and mentors at work. Your company could play a facilitative role by fostering connections between new and experienced parents. Consider how existing infrastructure could be used as a platform for these exchanges. A company intranet could serve as a forum for parents to trade parenting tips or childcare leads; it could even have a "classifieds" section for hand-me-downs and used childcare products. No intranet? A staff room bulletin board could also do the job. By facilitating and encouraging supportive exchanges among parents at work, you can help ease the pressure of family life on your employees as well as foster a culture of collaboration. 4. Set visible examplesNo program or policy will ever be as effective as inspiration from managers who are balancing work and family. The manager who displays photos of her children and visibly leaves early periodically to coach her child's soccer team sends a powerful message, "I can do this and so can you!" This mindset shift starts from the top and permeates the culture of your business. It's also not enough to just talk about or introduce your new policies. The best parent-friendly policies won't help if no one uses them. Leaders need to make it clear that these programs and policies are important – and that they're making use of them too. 5. Plan for their returnHave a plan in place for maternity- and paternity-return support. Considerable effort goes into planning for the leave itself, but there is often little to no planning for the inevitable return. It is just as important to work with employees to establish a concrete return plan before a mother/father leaves. Predefining future expectations eases fears and uncertainties about returning to work. 6. Focus on transition pointsWhile it would be nice to have onsite daycare, most companies find that it isn't feasible to offer this particular perk for parents. The resources you do have should be focused on transition points – critical milestones in a parent's life when they require more support, such as when they have another child, accept a new role or take on a new work schedule. Transition points can strain even the most dedicated and competent employee. It is important to identify these critical points so that you can focus your programming and support on the times when your employees need you most. 7. Step up communicationsWhen parents return to work after leave, they are faced with time constraints and pressures to catch up, prove themselves and fit right back in as if nothing has changed. To help returning employees better manage their time, it may be helpful to categorize communications. Subject lines that start with "FYI," "Urgent!" or "For next week" could help parents – and all employees – to filter emails that need to be addressed immediately from those that can wait. This can avert an "always-on" culture and promote a better work-life balance for your whole team. Remember to communicate, period. Managers may feel that they are being considerate when they pass up a new mother for a promotion because they think she wants to do less work and have fewer responsibilities. In many cases, it's the opposite. After taking time off, many parents come back wanting to get their hands dirty and make a tangible impact. Not only that, but some may also feel they have something to prove; that they are just as, if not more, dedicated and capable as they were before. Don't assume you know what your employee wants; ask them. It doesn't take a Google-sized budget to build a supportive workplace for parents. In addition to being minimally intrusive, these strategies take very little, if any, funding to implement. When companies support working parents, it is not just a commitment to helping employees integrate their work and family lives, but it also attracts and retains talent. At the end of the day, having a parent-friendly workplace is good for business. For example, when Google extended their leave from 12 weeks to 18, the resignation rate of new mothers dropped by 50%, saving the company millions of dollars in recruiting and training expenses. Working parents who feel supported are not only retained but are also happier because of it. |
| 4 Must-Know Marketing Trends in 2020 Posted: 30 Oct 2019 07:00 AM PDT  With only a couple of months left in the year, it is time for us marketers to start looking forward. What marketing trends will 2020 hold? With constant changes to technology like augmented reality and marketing automation, we can be on the lookout for exciting things in the coming year. What will be the biggest B2B marketing trends in 2020?One theme of the coming year that is sure to reach across all verticals is account-based marketing. Account-based marketing is all about focusing on each specific buyer rather than just creating a general message. Approaching marketing with a broad-reach message can cause you to miss major opportunities to connect with your core users in a meaningful way. Using marketing tools to employ the following trends – while staying "people-centric" – can help you achieve success in the coming year. 1. More specific and flexible content marketingCompelling, on-the-go content is at the top of the list of content marketing trends to watch this year. There are many brand-elevating forms this content can take: blogs, whitepapers, video marketing. But perhaps the greatest opportunity lies in podcasting. Podcasts allow you to reach busy people who are commuting, exercising, cleaning or just generally multitasking. This format provides you with a chance to share your thoughts and reach others with the same interests. Podcasts allow you to hyper-target your listeners, even distinguishing between exact audiences with each episode. Instead of going broad when designing your podcast, find your particular niche in your industry, and start developing your podcast accordingly. This will position you or your company as a topic expert – and you'll find that listeners follow. Make sure to include relevant guests that may attract listeners and transcribe every episode for potential social media fodder. Once you start growing your library, pay attention to who is listening and which episodes are the most popular. This will help you continue to tailor your content to your target audience. Editor's note: Looking for the right online marketing service for your business? Fill out the below questionnaire to have our vendor partners contact you about your needs. 2. The use of valuable text marketingReach your customers where they are – looking at their phones – without the hassle of a phone conversation. Texting your customers is a great way to ask quick questions, schedule meetings, share links and promote sales or other events. More and more people use text messaging as their primary form of communication, especially those in younger demographic groups. Because text messaging is so present, it's more of a guarantee that your message will actually be seen. Research shows that 90% of people will read a text message within three minutes of receipt, which is an open rate far better than any other method of marketing. Things will move more quickly when you utilize this marketing tool, but trust is of the utmost importance. Make sure to get proper permission before texting to keep your customer on your side and provide special incentives to customers who allow you text them like early-bird discounts to events, access to a free trial or exclusive content. Also, consider using your texts to build additional connections to your customers by sending a link to a newsletter or subscription. Watch those in your text messaging program stay opted-in and engaged as you grow this way. 3. An increase in chatbots as the first line of customer serviceBelieve it or not, websites still serve a very critical purpose for your business. Your website can contribute to a customer's positive experience, or if it is difficult and outdated, can detract from their experience instead. The average customer support form on your website isn't going to cut it anymore because customers expect help in real-time – they don't want to wait for someone to get back to them. One of the most beneficial marketing tools you can add to your website is a chatbot. Artificial intelligence has made great strides, and a chatbot that adds a "human touch" and some personalization helps customers remain engaged and coming back. A chatbot can also cut down on wait times by answering questions in real-time. One other bonus is that a bot is likely to decrease the bounce rate from your site and increase conversions. Remember, chatbots are not a "set it and forget it" style of marketing. It is important to have a strategy and decide what purpose your bots will serve. Are you using them to drive traffic? Improve retention? Cut costs? In addition to making sure your chatbot is strategically aligned with your overall marketing plan, it's important to verify that the tone is right, too. Your chatbot should have a good "personality" that you feel fits with your company and not one that is too robotic or pushy. When set up correctly, you can gain valuable customer insights from a chatbot. A bot can help you identify loyal users who are clearly invested in your brand and your offerings. It is crucial to program your chatbot to provide helpful assistance for your customers and regularly analyze logs to make sure that there are no hang-ups with how the bot responds to people's needs. If you commit to setting up a chatbot correctly, as well as maintaining it, you will be on your way to success with this trend. 4. Even more marketing automationToday, you can run many campaigns simultaneously when you acquire a new customer; you don't have to use the same promotions for all. Marketing automation software can trigger actions based on specific rules that you set up, so you can nurture leads and customers in a way that is custom made for them. You can also keep a full history of how you've engaged with each customer, allowing you to have a history and a roadmap of your interactions with them all in one place. Imagine you get the opportunity to meet new leads at an event. You gather their contact information and set them up to receive some welcoming messaging. Later on, you send them more content and track who is responsive and how they are responding. You can collect actions and responses for each customer and continue to share relevant information via your messaging apps. Your sales team can then follow up with the most responsive customers to nurture them into even more valuable users. Marketing automation optimizes your resources and saves time. It also measures outcomes, helping you to continually improve on how you set up your individualized campaigns. As marketing automation tools get more common and sophisticated, customers will come to expect this type of personalized service. If you don't adopt your campaign management to use more automation, you may lose customers and market share. In 2020, marketing will continue to move faster than ever. As buyers become better informed and shrewd, it is critical to provide them with a personalized, modern form of content and an experience they feel is unique and interesting. Taking advantage of trends on various platforms like podcasting and text message marketing, and relying on marketing automation to secure and nurture leads, will be the keys to success in 2020. |
| How to Choose the Best Retail POS System for Your Business Posted: 30 Oct 2019 05:10 AM PDT 
There are hundreds of point of sale (POS) systems available to small businesses, and several are geared toward retail businesses specifically. However, choosing the best POS system for your business requires careful analysis and consideration. The best retail POS system for you depends on your business's size, your budget, the features you need in a system and your preferences. What is a retail POS system?A POS system comprises both POS hardware and software. You can work with a provider who offers everything you need (software and hardware), or you can pair the software with hardware you purchase from third parties. Retail POS softwareRetailers have the option of using local, server-based POS software, which stores sales data onsite; however, the best programs are either app- or cloud-based SaaS solutions. Using a cloud-based solution is common among retailers since it allows them to view sales data online in real time. Additionally, cloud-based retail POS software is typically more affordable, which is especially ideal for retailers who have several locations or who are on a tight budget. Regardless of whether you choose cloud-based or local, server-based POS software, make sure the system is compatible with your payment processor and has the add-ons you require. "Shop around with different providers to see what works best," Jared Weitz, founder and CEO of United Capital Source Inc. told business.com. "I suggest driving your POS setup around the software and finding hardware that will be compatible with it. Think of the software as the brains of the POS – you want it to be as tailored to your business needs as possible." Retail POS hardwareWhen selecting a retail POS solution, consider the type of hardware you want to use and what will be the most practical for your store. POS hardware can be a stationary terminal or a mobile device, such as a tablet or iPad. Many small businesses prefer mobile POS hardware since it is typically less expensive and offers more flexibility. "[If] your store has multiple locations or attends pop-up events, having a mobile POS available for fast checkout is going to drive your business even further," said Weitz. Although each business is unique, the typical POS hardware you need for your retail business includes a tablet and stand, cash drawer, barcode scanner, and receipt printer. Additionally, you may need a card reader or credit card terminal. Eric Alexander Morgera, co-founder and COO of BOUU, said you can purchase these components separately, or some systems offer an all-in-one setup. "[POS hardware] really depends on the type of business," said Morgera. "For example, if the retail location has large square footage, it might be best to get wireless POS terminals so you can service customers wherever they are in your store. However, a smaller retail store is usually well suited with a single, wired POS terminal near the entrance or exit of the store." Some POS software providers have proprietary POS hardware that you're required to use, while some providers let you use third-party hardware components. There may be specific brands and models that are only compatible with the software, though. Editor's note: Looking for the right POS system for your business? Fill out the below questionnaire to have our vendor partners contact you about your needs. What are the essential features of a retail POS system?Sure, you can purchase a POS system with basic features like inventory management and data recording or a more robust solution, but make sure your system has these essential features:
You also want a system that integrates seamlessly with your accounting and marketing systems. Having an integrated system that automatically shares data will simplify your business operations and reduce the risk of human error. How much does a retail POS system cost?With POS systems, you'll be purchasing software and hardware. And with hardware, you'll need to decide whether you want to lease or purchase it. Industry experts recommend buying POS hardware; leases often come with lengthy, noncancelable contracts and specific card processing requirements that cost you more money over time. Another benefit of purchasing hardware is that you may not need to replace equipment if you find a better deal later. Another factor that determines how much you'll pay for hardware is whether you use a legacy terminal or a mobile POS system. Mobile POS systems are always less expensive, especially if you already own tablets. Choosing retail POS software that is cloud-based, as opposed to a local server-based, can save you money too. Month-to-month terms are preferable, as they allow you to cancel without penalty, but if you're confident that you'll be happy using your system for a year or more, you can often prepay annually for your software and receive a 10% to 20% discount. "[The cost of a POS system] can vary widely from $50 for a simple wireless credit card reader from Square to thousands of dollars for a custom POS system that can accept multiple forms of payment types and custom payment processing," said Morgera. "If you're a small shop operation and your customers typically pay in cash or by credit card, you can expect to pay between $50 and $500 to get a proper POS system." What is the best retail POS system?When choosing the best POS solution for your retail business, there are several factors to consider. Your system will likely need features like inventory management, real-time reporting tools and third-party integrations. It should also have retail-focused features like discount and pricing options, as well as customer management capabilities for loyalty programs and purchase histories. Also, think about which features you may like to add on as your business scales. After researching and analyzing hundreds of point-of-sale systems, we recommend Vend as the best POS system for retailers. Vend has comprehensive retail-centric POS features that can scale with retailers as their businesses grow. It offers affordable, month-to-month pricing, and retailers can operate the software on PCs, Macs, and iPads. To learn more about why we selected Vend, read our full review. Although Vend is our choice as the best retail POS system, it is important to research other POS systems for yourself to see what system is the best option for your business. "You want your business POS to be something you can easily use and understand while serving your key long-term needs," said Weitz. |
| How to Find Remote Jobs That Are Right for You Posted: 30 Oct 2019 05:00 AM PDT  If you're on the hunt to find a remote job in your field, you're not the only one. In recent years, more people are choosing to ditch their 9-to-5's in favor of working from home. A study by Harvard Business Review found that working from home boosts productivity by eliminating distractions. On top of that, it saves money on a commute, gives you more time to spend with loved ones, and creates a better work-life balance, among other things. However, finding the right remote opportunity is a different story. If you don't know what to look for or how to search properly, it'll be difficult to land the job you want. Around 36% of employees prefer flexibility over a pay raise, proving these types of jobs highly sought after. When searching for a remote postion you have to:
Here are more details on each item to help ensure you land a remote position that is a good fit. 1. Assess if remote work is right for youWorking from home sounds like a dream, but when put into practice, it becomes clear it's not for everyone. Some people perform with more efficiency if they have a structure put in place by someone else. Others work better when they complete tasks on their own terms without anyone telling them to. It depends on what works best for you personally. Before beginning your remote job search lay out the pros and cons. If this is something you've done before, this step isn't as necessary. However, if this is your first endeavor into the telecommuting world, it's best to assess if the change is right for you. Common pros of working remotely include:
The cons of remote working normally include:
You need to hone the proper skillset to successfully work from home. If you don't have self-discipline, motivation, or time management, it's going to be challenging to meet deadlines and keep up with the workload. 2. Customize each resumeRecruiters don't spend an awful lot of time reading each line of your resume to determine if you're the right fit or not. At best, they scan them for 15 to 30 seconds and come to speedy conclusions. For larger companies that receive hundreds of applications, it's nearly impossible to analyze every detail of an application. That's why your CV needs to stand out. You should create a separate, custom resume for every position you apply for. Although it may be time-consuming and even frustrating, it's essential to tailor each resume you submit. It shows you paid attention to the listing, have the qualities the company is looking for and aren't a cookie-cutter employee. Go the extra mile to create custom CVs for every position you apply for. Highlight your experience with the types of tools remote workers typically rely on. Employers look for specific keywords and skills that match their job posting, and if yours doesn't match, it shows you aren't qualified. 3. Consolidate your portfolioA huge part of your resume is building an online portfolio where you gather projects that demonstrate your skills and expertise. Portfolios are a great way to show off what you know and prove to potential employers you have what it takes to succeed. An online portfolio typically has these elements:
If you're new in your industry, it's difficult to gather pieces and projects to put in your portfolio. However, that doesn't mean you don't stand a chance against those with prior experience. You can create mock projects similar to those you'd have at the company you're applying for. For example, if you're searching for a writing position in digital marketing, you can create blog posts and articles in your niche and add them to your collection. If you have self-directed projects you completed in your industry, make them the star of your portfolio. Explain the process so recruiters understand how you operate and what kind of projects you have experience working on. If your work helped the company reach a milestone or received positive feedback, include that information. It's crucial to demonstrate how you solve pain points and how your work produces results. Your portfolio shouldn't be a collection of every project you've ever worked on. Instead, you need to pick the best pieces to show recruiters. Update your portfolio regularly to ensure you feature only the best pieces. 4. Know where to searchFor most job sites, remote options are limited. This type of work is still up-and-coming, and although it's growing in popularity, that means finding opportunities takes more work. However, don't let this deter you from finding a telecommuting job, as there are still many options to choose from. Make your job search easier by looking in the right places. It's tedious enough to fill out job application after job application, but when you're applying for a position that excites you, it makes the experience less irritating. Remote-friendly job boards are your best bet for finding opportunities that let you work from home. It's even better if they're built specifically for remote openings so you know every posting is a possibility. The most popular remote job boards include but are not limited to:
Other than job boards, you can also use social media to find remote opportunities. More employers are taking to social platforms to express their need for employees because it's a receptive tool that garners responses. You can use remote job-seeking hashtags such as #RemoteJobSearch or #RemoteWorkerForHire to gain attention. Telecommuting isn't for everyone, but it could be the right fit for you. Take the time to assess if remote work is something you're genuinely interested in doing. Some people start the search convinced it's what they want only to realize they aren't cut out for the lifestyle after all. For any job hunt, it's crucial to optimize your resume and portfolio for the best results. On top of that, spend time deciding where to search for remote opportunities and tailoring your resumes so recruiters take you seriously. If you're serious about finding the next work-from-home opportunity, you need to put in the work first.
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