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Are You Providing Your Customers With the Right Information?

Posted: 27 Jan 2020 12:00 PM PST

A business is made or broken by how it interacts with its customers.  And while retaining a customer is its own unique challenge, a business only has one shot at getting a new customer. 

Long gone are the days when consumers would turn to the Yellow Pages and make their pick from just a handful of businesses available.  In this day and age where people can find a service for just about anything they need through their smartphone, customer service is of paramount importance. 

A good portion of the communication that you have with your customers is either going to be providing or receiving information. How this information is presented, received, and utilized is what will either drive your business upward or send it spiraling down into irrelevance. To answer questions your customers might have, a company needs to address how it delivers information from the start to the end of every business transaction. 

Consider these strategies and practices for addressing customer communication in your business. 

Make your website a resource of information

If some SEO strategy has brought potential new customers to your website, congrats, that's a big part of the battle. Now you just have to keep them there for more than 15 seconds. Why 15 seconds? That's the bounce rate at which point consumers either decide to investigate a little further or move on with their search. 

As for why visitors may leave your website, well, that could be a host of reasons from something as simple as a poor and difficult-to-use layout to a slow loading page. Once consumers are on your website, that is the time to offer them a wealth of information that can answer any queries they might have and hopefully persuade them to do business. 

Providing the right information on a business website doesn't have to be complex but it's amazing how many businesses miss the obvious. Customers shouldn't have to search beyond the home page to find out what your business is about, how contact can be made and what services or products are offered. 

That's simply the basics though. You may want to consider offering how-to guides or tips and other resources of information that customers could find valuable. For example, Swift Reg, a company that specializes in private number plates for cars has FAQs to address common customer questions. 

The more valuable you can make your business website to your customers with relevant information, the more likely it is to overcome the 15-second obstacle. 

Offer information that's accessible via multiple channels

If your customers only have one option for getting in contact with your business, then your business could very well suffer. For decades, the telephone was the dominant way customers in the 20th century would contact a business. While customer service via the telephone certainly is still very prevalent it's not everyone's go-to method. 

When analyzing how your business provides and receives information from customers, a business today should also pay attention to three areas: 

  • Text/chat
  • Social media
  • Email

Texting is a simple and convenient way to send out automated messages to your customers without bothering them with a phone call. According to one study, 9 out of 10 customers want the option of being able to text with a business. While nobody wants to be bombarded with relentless text messages from a company, giving customers the option to text for appointment confirmations and other communications is an invaluable customer service practice. 

Recent statistics estimate that 79% of U.S. consumers and 67% of consumers in the U.K. are active on social media. People turn to social media for not just entertainment but information; if your business can provide the info potential customers need, then you're ahead of the game. Social media accounts should regularly provide customers with useful and relevant information and act both as a marketing and customer service tool. 

Email may have taken a backseat to business/customer communications in recent years with the rise of social media, but it shouldn't be ignored. Emailing with customers allows a business to provide more information than is typically possible with a text message and most social media channels. Finding a way to entice customers to open those emails is a challenge, but we'll touch on that in a second. 

Personalizing the information can go a long way 

Whichever channel you happen to be communicating with your customers through, make an extra effort to personalize the information delivered. If your business is small and the customer pool is small enough where you can personalize your emails rather than sending out a mass chain email, by all means, do it. It will add a touch of personal connection that is all too lacking in business nowadays. 

That said, many businesses have thousands of customers, and there's only so much that can be done to personalize communication. Still, every communication should begin by learning and knowing the names of customers. If they're a repeat customer, you should be able to draw upon past services or products they used and incorporate those into any future communication when necessary. 

As ideal as using chatbots is for efficiency reasons, using them should via your social media, website or through phone/text should be done carefully. It's telling that 70% of consumers are more likely to go with a business that provides a more personal touch with their customer service. See the connection?

This isn't to say that technology doesn't have its place in personalizing how you interact with customers. Phone systems nowadays can sync up with customer relationship management software (CRM) and pull upon customer purchase histories to better provide continued business support. 

The most important thing businesses can do to add a touch of personalization to the customer experience is simply to treat customers like people. Listen to what they need and work to answer questions and find a solution that meets their needs. 

Stay in touch

Let's say you go out on a first date with somebody, you think it goes relatively well and it ends with the other person saying they'd like to meet up again. Then what? Well, if nobody reaches out then there's never going to be a second date. 

Every relationship is dependent upon good communication and staying in touch with existing customers is one of the most efficient ways to drive continued business. Following up with customers can be done in numerous ways and at various times, but there are some tried and true methods. 

If you've recently completed a service for a customer, say you're in the IT business and upgraded a company's entire computer system, make an effort to connect a week or so later to check that they're happy with the service. It might seem like a no-brainer but can go a long way in establishing customer trust. 

It's also a good idea to keep in contact with customers to let them know about new products, services, or changes within your respected industry that could be relevant to them. This could be something as simple as a seasonal email to inform them of new products your business is rolling out. Going the extra mile to personalize your follow-up communication can help keep established customers as well as sway those who might be on the fence. 

Maintaining and growing a customer base is never going to be easy, but it's an essential component that every business must master if it's going to survive. The information that you present to your customers and how you go about communicating with them is ultimately what will allow you to provide them with what they need.

How to Promote Your Business Before Your Website Launches

Posted: 27 Jan 2020 08:00 AM PST

  • Online sales are projected to reach 4.8 trillion dollars annually by 2021.
  • A coming soon page allows you to build a subscriber base prelaunch.
  • Guest posting can help build social proof and spread brand awareness. 
  • 80% of people with internet have at least one social media account, making social media an excellent tool for engaging and growing your following.

E-commerce websites and SaaS businesses have grown in popularity over the last decade. As we start the year 2020, it's clear that most companies operate online in some capacity. Even stranger, companies like Amazon are opening physical locations to meet the needs of customers in big cities.  

Online sales are projected to reach 4.8 trillion dollars annually by 2021, so there's no better time than now to start your first website. The problem most entrepreneurs face when starting their company website is growing and maintaining a customer base and list of prospects. We are going to show you how to promote your business before your official website goes live. 

Let's dive in! 

Research your target audience

After you've developed your product and created an outline of your website, it's time to research your target audience. The more you know about the people interested in your website, the easier time you'll have growing your lead list and generating sales on your first day. 

The reason you'll struggle less is simple: It's easy to create content for people if you understand what they like and need when they are shopping for a new product. There are several ways you can learn more about your target audience before your launch.

First, you need to think carefully about the benefits your business offers. For example, if you operate a website that sells gardening supplies, your interest is helping people grow beautiful, lush gardens. You can take this broad subject and break it into smaller, more manageable topics for blog content. 

Additionally, you'll have to consider the demographics of your target audience. Age, education, goals, occupation and values all play a role in how people perceive your business. Create a customer persona page, which is essentially a fictional profile you'll create that represent your customers. You should make several persona sheets, depending on your product selection. 

Once you understand your audience and how your products will improve their life, it's time to look at the second step, creating a coming soon page. 

Create a coming soon page

A coming soon page is a placeholder that business owners and marketers put in place of a home page. If you bought www.larrysonlineparts.com (not a real website yet!) and didn't have a functioning website, you could put a coming soon page in place of the official website. If someone looks up your site, they would see the prelaunch page instead of the DNS error.  

Most coming soon pages feature one page, and there are several pieces of information designed to promote the business to consumers. The most common components include: 

  • A brief overview explaining who you are and what your company hopes to accomplish
  • A countdown timer that will "unlock" the live website
  • The option to follow you on social media via clickable links 
  • An email opt-in form for people who want to stay up to date on the latest news from your site

Every piece of your coming soon page plays a role in promoting your business. The overview sells the idea to consumers. If the people on your site resonate with your message, they will tell their friends and come back on launch day. 

The countdown timer helps build anticipation and can cause your brand to go viral through Twitter hashtags as your website gets close to going live. 

Social media links let users follow you on Facebook, Twitter, Instagram and any other account you've created for your brand. This feature is an excellent opportunity to grow your social media following prelaunch, which means there will be people there to see your posts and respond to your offers when you're open for business. 

Finally, the opt-in helps you grow your email marketing campaign. There are countless benefits to a diverse and active email list, including more engagement, sales, and click-throughs. You'll also have an easier time sending out your newsletter and exclusive offers when you know there's an audience anticipating your email. 

Look for guest posting opportunities

Guest posting is a great way to build social proof, spread brand awareness and  build backlinks to your coming soon page, which can improve your SEO ranking prelaunch. Essentially, guest posting is when you look for other businesses or publications in your niche and offer to write content in exchange for a link back to your website. 

All publications have different rules about the type of content they published, how they want their article formatted, when the article will get published and much more. It's up to you to sort that information out, but we are going to talk about how picking a publication can affect the way you promote your business. 

When you want to pitch to a publication, make sure that you both have a similar target audience. The best way to tell is by looking at content individually, as well as the subheadings within the blog. For instance, you could write a piece on your real estate business if you pitch to a blog that broadly discusses business and finance news.

Write content designed to appeal to their audience, and when they are finished reading your post, they might click through and land on your coming soon page. Before you know it, you could start generating an active email lead list based on your guest posts. The key is to make sure that the people reading articles on the publication will relate to your product or service. 

Use social media to promote your brand

Social media is a fantastic tool for business owners, regardless of their stage in the launch cycle. First, 80% of all internet users have at least one social media account. In other words, there's an impossibly good chance that your perfect customers are hanging out on social media right now. Currently, the most popular social media platform of choice is Facebook, with over 2.45 billion active monthly users. Instagram is in second place, with over 1 billion monthly users. Twitter gets a respectable 126 million users on its platform daily. 

There are various ways you can leverage these platforms for promotion before your business launches. One of the first things you should do is establish your brand and get verified on major platforms. This move will build social proof, which helps build trust with new users. 

Next, you need to pick your brand identity. Do you want to be fun but thoughtful? If so, your posts will consist of think pieces and memes. Is your goal to educate and inspire? Your posts will look drastically different with more statistic-based articles and inspirational quotes. Think about the customer personas you developed when deciding on your brand voice. 

Now you can use engagement points, such as new pieces of content (guest posts!), or share pieces of content to followers that will appear when the site goes live. Respond to the people who tag or mention you. Make sure you're posting every day, even if you have to schedule posts in advance. Consistent, reliable brands are more likely to build a dedicated following, which translates to more sales and conversions on launch day. 

Conclusion

There's a ton of work that goes into developing a business website from the ground up. I wanted to show you what it takes to build your brand before your website launches. In our rapidly evolving environment, consumers want to know when businesses are planning to launch and whether or not they are going to offer something that they want or need. 

Take the time to learn about your ideal customers before you start planning email marketing campaigns, writing copy for your coming soon page or promoting on Facebook.

The best way to resonate with the people who will benefit the most from your business is by understanding their pain points. Let them know that you have a solution in a way that is both relatable and helpful, and you'll have no problem generating leads for your new business.

Should You Pick the Cheapest Payroll Service?

Posted: 27 Jan 2020 08:00 AM PST

  • 39% of U.S. companies – that's more than 10 million businesses – outsource their payroll processing.
  • 43% of U.S. companies outsource their payroll tax responsibilities.
  • Payroll processing companies have security features in place, including backup systems and multiple servers, to keep your company's information safe. 

Operating a business comes with many costly expenses, but hiring a payroll service doesn't have to be one of them. There are many affordable payroll services, in addition to software, for small businesses to choose from. 

Just because you're looking for a budget-friendly payroll processing service doesn't mean you need to settle for a barebones solution. But on the flip side, paying more for payroll processing doesn't always mean you're getting the best value for your money. Every company works differently, and if you don't need the extra bells and whistles, why should you pay for them? 

You can find options that fit your budget and match your business's model and expectations when you know what to look for and what to expect from a payroll processing solution.

What is a cheap payroll service?

A cheap payroll service has just the basic features that a company needs to process its employees' wages, and it provides them for a low price. Choosing a cheap service does not mean your employees won't be paid or you won't meet reporting regulations, but it does mean that you will need to do more on your end to get the job done; it's not going to save you as much time as a full-service payroll solution would.

How much does it cost to have a payroll service?

There's a wide range of payroll service costs, depending on the features you need and the number of employees you have. Other factors that can affect the amount you pay include how many times your employees are paid, whether you pay by direct deposit, how many of your employees live out of state, and tax filing services. You can also buy a monthly subscription at a set rate or per payroll. The set rate is typically the payroll base cost plus the per-employee cost. In our testing to find the best online payroll services of 2020, we found base fees ranging from $29 to $150 and per-employee fees from $2 to $12.

What makes it cheap?

Like more expensive options, cheaper payroll services are usually automated and can help you transform hours of work into minutes – which saves you money as well as time. However, a cheaper payroll service may lack some of the nicer features that more expensive plans include, such as overtime hour calculations, tax filing, reimbursement payments, commission calculations or any service that goes beyond the basic needs of payroll management. If you choose a cheaper payroll plan and the company offers these services, it may charge you an additional fee to use them.

What are the advantages of a cheap service?

An advantage of using a cheaper payroll service, besides the lower cost, is the quicker access you have to your information. Cheaper services usually come in the form of software or apps that you and your team can manage yourselves, eliminating the middleman. This is especially useful when you discover mistakes that need immediate correction.

What are the disadvantages of a cheap service?

It's difficult to find a cheap payroll that offers automated tax filing and service deals, which are typically a bunch of features for a set price. A cheaper service may take more manual operation to process your workers' hours. Sometimes updates about new hires or terminations are also manual, which can eat up some of your time. 

It's uncommon for cheap payroll services to offer assurance checks – double-checking your payroll information to ensure it's accurate. You probably won't have access to the additional human resource services and benefits that higher-priced suites offer either. 

 

Editor's note: Looking for the right payroll service for your business? Fill out the below questionnaire to have our vendor partners contact you about your needs.

 

What are the cheapest options for payroll services?

Understandably, small businesses typically operate on a tight budget – especially when they are starting out. However, the last thing you want to do is sacrifice quality payroll service because you're a little short on cash. If you can't afford the costs of hiring and training HR specialists to run payroll, or if you prefer to outsource it, you have several options, including payroll processing companies, certified payroll processors, bookkeeping services and professional employer organizations (PEOs). 

The number of employees you have also contributes to the price of a payroll service. If you only have one or two employees, you could do it yourself, but most small business owners prefer to use a payroll service to save time and ensure accuracy.

Another option is payroll software, which is usually cheaper and can compute wages, taxes, and employee checks. These solutions often charge per employee, so the smaller your team is, the less expensive it will be to manage payroll.             

Remember that free or cheaper options may be missing a few features. Lack of customer support or inconsistent payroll reports can be a problem with cheap options. 

Here are four types of affordable payroll services you should consider and how you should assess their value to you. 

Is payroll software a good cheap payroll option?

Do you know what's cheaper than payroll services? Payroll software. If you find that even the cheapest payroll services are bleeding your wallet dry, payroll software may be for you. You can manage, organize and compute your employees' payments with this software. It holds all your payment records and is more affordable than payroll services. 

Benefits of payroll software

Payroll apps automatically calculate taxes based on state and federal regulations. The software also manages deductions and calculates the taxes for payroll, Social Security, and Medicare. 

As an employer, you want to avoid violations and fees. Payroll software helps you electronically file W-2, W-4, 1099, 1095 and any other payroll forms you'll need for your business. 

Payroll software gives and your team more payroll management freedom. You can address mistakes quickly without going through someone else. You can monitor your information from your phone. No middleman or third-party user means fewer people have access to your company's private information. It's also easy to calculate bonuses and paid time off (PTO) and to automate end-of-year reports. 

Are bookkeeping services an affordable payroll option?

A bookkeeping service does what an in-house bookkeeper or accountant would do. This service handles your transaction coding, accounts payable, accounts receivable, payroll and financial reports. 

How to choose the right bookkeeping service

Before you pay for a bookkeeping or accounting service, inquire about the company's payment structure. Are there annual fees? How long does it take to process your company's data? How much experience does the company have in employment law compliance, and how often will someone from the company check in with you? With an outsourced service like this, you may not have as much interaction or communication with the company as you'd like, so it's important to understand what you are getting into before you decide to work with one. 

Is a payroll processing company affordable?

A payroll processing company handles a company's payment of wages to its employees by providing payroll and HR operations management. 

How to choose the best payroll processing processor

Do your research on a payroll company before hiring it to manage your company's data, said Rick Fish, a payroll professional certified by the American Payroll Association. Ask for references. Remember your company's needs and evaluate whether the payroll provider matches your expectations. Look into the company's credentials and see if it has experience working with a company like yours, Fish said. 

To avoid using the wrong payroll processing company, there are several things you should make sure the company manages and offers. At the very least, the company should automatically run and calculate payroll for each pay period. Inquire about the level of contact you'll have with the payroll data and what the process of gaining access to your data looks like. Does it take a couple of business days? Is there a bunch of forms to fill out or steps to take beforehand? 

Check if the company offers tax filing services, like managing deductions and W-2 and 1099 forms for employees. Does the system flag issues, and how does the company notify you of those issues? Does it send alerts for employee benefits eligibility or overtime? 

"Make sure you have a way of confirming your taxes are being filed [in a] timely [manner]," said Alexia Matak, sales and marketing director at Payroll Experts. 

Matak also encourages business owners to find out who is liable for payroll errors, because it's usually you. "Be careful of companies that say, 'We're taking full responsibility,' because payroll taxes are the biggest liability." 

Analysis reports are also a good way to give you updates and information on your company. It is also important to have the function of PTO requests and a web-based system so you can check in when you want. 

It's good to get references for your prospective payroll providers before hiring one. You should also take advantage of free trials so you know what to expect and can assess the service's reliability before you pay. 

Understanding the service your payroll processing company offers is key to saving money. Asking the right questions will help you avoid paying added fees later. 

What are the benefits of payroll processing companies?

Many U.S businesses outsource their payroll responsibilities to payroll processing companies. According to a recent survey by Robert Half and the Financial Executives Research Foundation, 39% of U.S. companies, which equals more than 10 million businesses, outsource their payroll processing, while 43% outsource their tax responsibilities.

Savings

A payroll processing company shifts some of the administrative weight off your shoulders. Payroll sometimes needs to be reviewed more than once, so outsourcing this task can save you both time and money. Instead of spending the funds and effort; calculating wages; printing, signing and sending checks; and preparing and paying payroll taxes, you can hire a payroll company to handle all that for you. This gives you more time to work on your actual business operations.  

In addition to being a timesaver, outsourcing is a safer option. Payroll processing companies have features like backup systems and several servers to keep your company's information secure.

Compliance with tax laws

Keeping up with compliance can be a pain, especially with payroll tax laws constantly changing. With a payroll processing company by your side, there is no need to keep track of those regulations, because your provider does it for you. As a result, you maintain compliance with laws and avoid violations and fees.

Feature flexibility

Some features of affordable payroll processing companies allow you to add payroll services through your accounting software. You can also choose how much service you want based on your budget and business – you can purchase full-service or self-service payroll or anything in between.

Automated payments

Same-day direct deposit is another service payroll companies offer; however, Fish warns employers not to get swept up in the "same-day pay" craze if it's not something you need. Some companies also provide flexible payment options, like automatic payroll processing for salaried and hourly employees, and varied payment schedules like weekly, biweekly and monthly. They can also set up automatic adjustments for tips, child support or other court-ordered deductions. 

What are the disadvantages of payroll processing companies?

Vendors that have a one-size-fits-all pricing system do not consider your company's size or specific needs in the price. In some cases, you might not need all the services they provide in their base plan, which could feel like a waste of money. See if you can cherry-pick what you like and just buy what works best for you. 

The tricky thing about dealing with a payroll company is that it might offer a really low price, but only at first. Before you partner with the service, do your research to avoid sneaky added fees. Sometimes prices are subject to change after a year, so look out for that. 

Regardless of the service, a payroll processing company is a separate entity that handles your company's information. For the same reason, if you need to correct a payroll error, your payroll processing company may not respond as quickly as you like. 

How does a PEO affect your payroll? 

PEOs work specifically with small and midsize companies. They manage payroll taxes, human resource operations and benefits through a co-employment model. Your employees will be on the PEO's books but still under your management. If you need to outsource other HR tasks, like administering benefits, a PEO might be a cost-saving option for you. If you use a company like this that offers payroll, it may be convenient and cost-effective to add these services to the ones it already performs for your business.

What are the advantages of full-service payroll?

A full-service payroll company is typically larger and operates almost like a tech company, said George Kocher, CEO of Brand North. Processing companies can offer a platform for time tracking and time-off requests through easy-to-use smartphone applications. 

"Because of their size, they also have strategic relationships," Kocher told business.com. "For instance, they might be able to help you create your HR handbook and have free access to online hiring platforms or even attorney services." 

Although full-service payroll companies are usually larger, they can provide dedicated payroll specialists to assist you. A full payroll service also provides flexibility for submitting payroll information. You often have the option of submitting it by phone or email at any time of the day. Many companies offer automated tax filing, and some even give you access to other HR and benefits services. 

What are the disadvantages of full-service payroll?

A full-service payroll company has a lot to offer, but when you're a small business, it might cost more than you have at the moment. You should also be on the lookout for hidden charges like setup or account maintenance fees.  

Cost isn't the only drawback of using a full-service payroll company. Its size can make working with the payroll company feel impersonal if it doesn't assign a payroll specialist to your account. Liability for payroll tax filing errors may also be a problem. Some full-service payroll companies take responsibility on your behalf, but some do not. This means you could be hit with fees for mistakes your payroll provider makes. 

How do you choose between cheaper and full-service payroll?

When choosing between cheap and full-service payroll, take time to assess what you need as a company. A full-service payroll company may have everything you need and more, which can be costly compared to a free or cheap payroll service that's a bit more limited. The best way to decide is to weigh what you need against what you want or can do without. 

You should also plan on testing out a service if a free trial is available. When using the trial, ask yourself the following questions: 

  • Is it easy to navigate?
  • Does it offer tax services?
  • What self-help resources are available on the company's website?
  • Is its tax service management as complete as you'd like?

How to Foster a Culture of Empowered Employees

Posted: 27 Jan 2020 06:00 AM PST

Some of the most successful organizations in the world have the most engaged and empowered employees. Companies like Zappos, Four Seasons and Disney come to mind when talking about employee empowerment. These companies have built their brands on the power of their employees, all of whom carry the brand into their everyday interactions with customers and each other because they have been entrusted and empowered to do so. 

As a leader of a customer service-focused company, you probably wonder how you can take what these companies have learned about employee empowerment and create similar experiences for your company and your customers.

While empowering your employees makes total business sense, it can be a tricky path to walk. Here's how to foster a culture of empowered employees to help build a business that you can sustain well into the future.

Why empowered employees matter

Allowing employees the opportunity to feel empowered should be a no-brainer for any business Businesses live and die by their employees, and many times success is directly related to employee satisfaction, engagement and empowerment. 

Empowering your employees not only allows them to feel proud of the work they do, loyal, and even committed to doing more for the company, but in the long term, it can also be incredibly good for the bottom line. A recent study published in the Journal of Applied Psychology shows that when employees feel empowered in the office, they are more likely to have higher job satisfaction, greater commitment to the organization and improved job performance.

Engaged and empowered employees are more vigilant and aware of the needs of the company as a whole, their customers and their co-workers. That, in turn, creates a sense of community and fosters both diversity and inclusion – something I have written about extensively – and something that research shows extensively benefits companies, both large and small. 

The truth is the cost of employee apathy is high: A 2017 study by Gallup shows that disengaged, unempowered employees cost companies between $450 and 500 billion in lost productivity per year. A quick breakdown of the math by Forbes shows that every $10,000 in annual salary paid to a disengaged employee costs companies $3,400. If the U.S. worker makes a median salary of $47,060 (according to recent U.S. Bureau of Labor Statistics information), just one disengaged worker costs a company an average of $16,000 per year in lost productivity. Multiply that by how many employees you have, and the numbers quickly add up. 

When employees feel they have control over the trajectory of their careers and their work, they are more likely to do better and more creative work for your company, go above and beyond their job description, and stick with you through thick and thin. The benefits of having empowered and engaged employees are clear.

How to create a culture of empowered employees

While empowering employees can be a somewhat nebulous goal and often tricky to measure, it can be done. It is important to realize that there are certain situations in which empowering employees helps improve business performance and others on which empowerment has no bearing. 

A 2017 metastudy by Harvard Business Review (HBR) shows that leaders who make employees feel empowered have more creative and helpful workers, but that doesn't necessarily mean improved routine task performance. 

All that being said, here are five steps you can take to empower employees in your organization, regardless of how large or small it is.

Get clear on your corporate culture and how it aligns with employees' roles.

To get clear on your corporate culture, it's important to know and identify both the core tenets of your company's culture and your business goals. Are you determined to provide the best product? Focused on creating the best customer service? What drives your company? What is at its heart? 

Once you have identified what your corporate goals are, you can then break them down into smaller sections and show how each employee or business line contributes to those core goals. As HBR points out, once employees know how their work contributes to the greater good, they are more likely to feel ownership over their contribution, and that, in turn, makes them more engaged in their work.

Allow for the flow of ideas both up and down the chain.

One key way to create a culture of empowerment is to allow for an exchange of ideas both up and down the chain of command. Specifically, you must ensure that employees and leaders have a safe space to suggest ways to make things better. The impact can be significant, and it can help companies both large and small solve problems in a constantly evolving way. 

A few options to try might be to host "big-idea" events where people can share their ideas in open forums. You could also offer employees an improved "solution box," an online platform where they contribute ideas for ways to solve company problems or offer constructive criticisms with plausible solutions.

The key here is to ensure that any complaint or challenge raised by an employee or leader comes with a proposed solution. This will give all employees the chance to have ownership over both problems and solutions and create an environment of empowerment.

Be willing to let go of control (at least a little).

Every executive or business owner works very hard to hire the very best employees. We trust them to do the jobs they are hired to do, but many leaders struggle to give employees full autonomy over significant projects. At the same time, it's common knowledge that micromanaging kills productivity, engagement and employee happiness, so how do you strike a balance? 

A key part of ensuring success is knowing when to let go, at least just a little. By relinquishing control just a bit (and not being a micromanager), you encourage a sense of autonomy and ownership. In fact, allowing for this kind of autonomy can improve employee retention considerably, according to a 2011 study published in the Journal of Applied Psychology. 

You allow employees to own both their successes and their failures, which, in turn, creates a sense of empowerment and engagement. By letting at least some control go, you ensure that you are creating an environment where employees can invest in their growth as well as in the growth of the company.

Provide clear paths for growth.

Part of creating an empowered workforce means offering clear paths for both personal and professional growth. A big part of employee happiness and empowerment stems from providing clear paths to advancement. As human animals, we are constantly striving for ways to improve our minds, so when you offer opportunities for employees to learn and grow, you serve a basic human need. 

The alternative does nothing but hurt your business. Without a clear path forward, an employee will stagnate and eventually leave your business, or become one of those unengaged workers who cost your business tens of thousands of dollars per year. In fact, a 2015 Randstad study shows that most employees choose to depart a company because they don't have a clear path to growth. Providing for employee education and growth is a simple way to foster a culture of empowered employees.

Recognize more than just the bottom line.

As I have written before, it's crucial to recognize employee contributions beyond just how they impact your bottom line. This helps prevent burnout and encourages employees to continually improve performance and engage in the workplace. 

It's important to recognize more than just concrete results. Why? Employees look to their bosses and leaders to provide guidelines and model behaviors that they then emulate in their own interactions. When they see a manager encouraging effort and work ethic, they are more likely to work hard and contribute more. As this story from HBR shows, it pays to create a culture of recognition to retain the best employees. 

The bottom line on creating a culture of empowered employees

Ultimately, empowering employees is not just about giving people additional responsibilities – it's about giving them the feeling of empowerment and allowing them to act on it. The five steps outlined above contribute to employees' psychological empowerment, which is made up of four distinct factors: meaningful work, autonomy, competence and growth. By following the five steps above, you're sure to create a culture of empowered, productive and, ultimately, happier employees.

Successful Community Managers Share These Critical Qualities

Posted: 27 Jan 2020 05:54 AM PST

Over the past decade, social media channels have blossomed into major customer relationship platforms that have completely changed the relationship between businesses and individuals. In recent years, big brands have successfully used social media to humanize the business and shed the cold, "faceless corporation" image. Brands such as Wendy's, Netflix and Denny's have used social media as a bridge between the company and its target audience.

The role of community managers has become crucial over the past few years, as they are the key to build and maintain the connection between a brand and a customer. We'll examine what a community manager is and what qualities and skills are necessary to succeed in this increasingly important position.

What is a community manager?

Community managers serve and represent your customers. They are your first line of defense to ensure your business is providing a product or service that benefits your community. A community manager gathers feedback from customers and acts as a point of communication between consumers and your business.

"A community manager is a liaison between customers, usually online, and the brand," said Shane Green, founder and president of SGEi. "They are the ultimate brand ambassador and insider who stimulates conversations between customers."

Community Manager Appreciation Day is every fourth Monday of January, which is Jan. 27 this year. The day serves to recognize the efforts of community managers to improve the customer experience.

What does a community manager job description look like?

While every business looks for different skills unique to their needs, most community manager job descriptions include the following requirements and responsibilities.

Community manager job requirements

  • Past experience as a social media manager or community manager
  • Past experience in customer service
  • Excellent writing and communication skills
  • Extensive knowledge of online marketing channels, processes and funnels
  • Hands-on experience launching community initiatives (newsletters, online forums, marketing campaigns, etc.)
  • Ability to understand and act on website analytics and key performance indicators (KPIs)
  • Bachelor's degree in marketing or a related field (communications, journalism, etc.)

Community manager responsibilities

  • Stay up to date with current industry, cultural and tech trends.
  • Establish a consistent posting schedule across all social channels.
  • Track and grow follower count across all social channels.
  • Create and post creative text, image and video content for social media accounts.
  • Monitor and respond to comments in a timely manner.
  • Build relationships with followers, journalists, influencers and industry professionals.
  • Direct customers to the appropriate channels (customer support, sales, etc.).
  • Coordinate campaigns with marketing, communications and PR teams.
  • Coordinate product launches with the development and sales teams.
  • Track and measure social media analytics.
  • Identify new online channels to build a presence on.

The ideal candidate for a community manager position should be a "people person" who has the ability to moderate and appropriately respond to both online and offline conversations. A community manager is often the face or voice of a brand, making this position crucial to the success of a business's marketing efforts.

One of the most important things a hiring manager should look for in a community manager is excellent verbal and written communication skills. Consumers increasingly judge a brand based by its online presence, and a brand account that regularly publishes posts with typos, neglects comments or, worse, responds poorly to users can expect to lose followers, which may impact the bottom line.

It's important to note that community managers must work closely with other departments, so hiring managers often look for individuals with experience in PR, marketing or even sales. Past experience in one of these departments isn't mandatory for most companies, but a candidate who can demonstrate their knowledge of these fields will rise to the top of the list.

At the time of this writing, the average base pay salary for a community manager in the United States is roughly $46,000. For comparison, a social media manager can expect an average base pay of $50,000.

The 3 best qualities every community manager needs

These employees have a critical role in a company, and it's important to hire a community manager who appropriately represents the members. Business.com spoke with community managers, including our own, to learn what qualities and skills successful community managers possess.

1. Great communication skills

All community managers should have excellent communication skills. They need to be skilled at initiating and holding conversations in person and online.

"As an online community manager, it can be easy to become more comfortable behind a computer screen, where you have time to think through each response," said Taylor Perras, community manager at business.com. "But it is just as important to have confidence in public speaking."

Jonathan Bass, content marketing manager at RevenueWell, agrees that communication is key, because community managers need to advocate for the brand to customers and for customers to the brand. "Almost like a double agent," he added.

In addition to sparking online conversations, community managers should be skilled networkers who can build their company's community.

"The more people they can reach out and touch, the more prospective brand advocates they can reel in," said Bass. "Networking is also important to see what works in other communities and how it can be implemented in their given space."

2. Creative and analytical thinking

"Being a creative and analytical thinker will get you far in this role," Perras said. "Creativity [is essential], because you'll need to come up with new, original ways to engage members."

Being rational, Perras added, is also critical, "because you'll need to understand why engagement strategies did or didn't work."

Community managers need to effectively listen and interpret what people are saying about the brand. Once they understand what the community wants, they can effectively communicate that sentiment to other team members. This allows a company to stay nimble and respond to emerging concerns as they happen.

"They must understand their customers and what is expected of the brand," Green said. "They must also be able to translate customer feedback, data, and sentiment into stories and digestible overviews for every level of the organization."

3. Understanding of community etiquette and respect

Along with effectively striking up conversations, community managers should understand social media platforms and online community etiquette.

"Because they have such a strong online presence, their community networking skills and familiarity with social media etiquette and nuances are important," Green said.

To community members, community managers are usually the face of the company, so it's important to be respectful and gain the trust of members.

"Show empathy, stay knowledgeable, prove to be genuine, be timely in your responses," Perras said. "These and other skills are key to developing meaningful connections with your community members."

Good community managers have a hand in everything from market research to brand development, Perras said. Bass agrees, adding that community managers are typically jacks of all trades.

"A great community manager can walk into nearly any meeting in an office and carry weight," he said. "They are inside the brain of the customer and use that knowledge to help drive a brand forward."

Saige Driver contributed to the reporting and writing in this article. Some source interviews were conducted for a previous version of this article.

Building Your Own Brand: 12 Tips to Keep in Mind

Posted: 27 Jan 2020 05:00 AM PST

Starting your own brand is not as straightforward as some people seem to think. It's a complicated process that involves a lot of planning, and there is a strong potential for failure if you don't play your cards right. This is especially true if you are trying to enter a more established market with heavier competition. In that case, there is absolutely no room for mistakes, as even the smallest one could compromise the entire project.

Research the market before you start.

There is no way around that – you will need to do some heavy research before you make any actual moves. Study your competition and figure out what makes the current leaders so strong. Try to identify trends that you can follow but also ones that you can break if you have a unique enough approach.

You only get one shot at making this first impression, so you should do your best to make it count. Understand the needs of your future customers, and try to develop your brand around an identity that addresses those problems. This will go a long way in drawing new people to your business.

Know where your brand fits in.

And that brings us to our next point. Every brand that exists on the market is there for a reason. Each of them fulfills a specific need of their customers, and this is what the brand's identity is all about.

With that in mind, you should do your best to pick a more unique problem to address. If there are none, and you're forced to pick something that's already being handled by the competition, try to at least give yourself some edge in terms of what you are offering and how it's presented to your customers.

Try to stand out.

This goes hand in hand with what we said above. Being unique and knowing how to stand out is going to be crucial in developing a strong brand for your business, and it will make it much easier to get things started too.

As long as you can define your image more uniquely, you will already have a head start in the market. It's not just about being flashy with your brand and its presentation though. A lot goes into developing a unique identity that stands out from the rest, and you should think long and hard about how you want to approach that and what will be so unique about your brand.

Pay attention to your competition.

As we said above, it's important to identify market trends and play into them. No matter what market you are entering, you can be sure that some trends have already been established, and it's important to pay attention to them so that you can integrate them into your work.

Of course, we aren't saying that you should outright copy what others are doing. Combine this advice with what we said above about being unique and finding your brand's identity, and you are already on the right track.

Set some milestones.

Developing a brand is not a simple process that can be executed in a couple of steps. You will have to prepare for a long ordeal that can take quite a long time. And if you are not properly prepared for that, it could be a very demotivating process. It can be difficult to see that you are making any real progress, and that's why you should set some specific milestones that you can follow properly.

When you have your goals laid out in a systematic fashion, it's easier to stay on track and remember that you are moving in the right direction. Make sure that those milestones are realistic though. If you set the bar too high, this can be just as problematic about how it will impact your long-term motivation.

Make your brand personal.

People love a flair of personality, and this is something you should be striving to have in your brand as well. No matter what line of work you are in, making your brand more personal is one of the best things you could do to draw attention to it from multiple sides. There are many ways to accomplish this, and it comes down to creativity above all else.

It's also something that reflects in every aspect of your branding, down to the design of the logo. Many factors are important here, and you have to pay active attention to all of them if you want to maximize your chances.

Solve a new problem.

We already touched on this above, but it's an important point to reiterate. If you can identify a unique problem the market is suffering from and can propose a sensible solution to it, your brand already has more than many others in the way of standing out. It doesn't have to be a major, pressing issue that has been plaguing the market for a long time.

It's enough to find something with enough people that care about it as a problem. And in some cases, though clever marketing, you may even be able to open people's eyes to an entirely new problem that they didn't even suspect existed or needed addressing! This is a rather unique opportunity though and requires a lot of clever marketing, so don't expect it to happen every time. But if you do have that option, it's something worth thinking about.

Your name matters – a lot!

As we said above, your brand is defined by the combination of many small factors that may seem a bit irrelevant on their own. Take the name of your brand, for example.

One of the biggest mistakes you can make as an entrepreneur trying to set up their brand is to underestimate the importance of a good name. It needs to be something that people can easily remember.

Remember, your name is directly tied to several features of your business, including your domain name for your website, the design of your logo, branding issues and various other points that are important to consider. It all starts with picking a good name, and the more effort you put into that, the better you'll fare in the long run.

Marketing starts now.

Another big mistake you can make – and one that happens quite often, unfortunately – is to underestimate the importance of early marketing. Marketing your brand is not something that happens after you're already out on the market, contrary to what the name implies.

Marketing is the very thing that will define the development of the brand as a whole. Every move you make in its growth will be aligned with your marketing efforts, not the other way around. This doesn't have to be scary though. If you go about it the right way, it means that you will have a lot of guidance about the development of your brand in the future, and you will have some actual hard data to work from.

Anticipate issues and deal with them preemptively.

A lot can go wrong in the creation of a brand and it's not the straightforward process that most people see it as. While you can't predict every single issue that will come up, you can still do a lot to anticipate the more major problems that you may encounter in the growth of your brand.

If you put some effort into addressing them preemptively, this can save you a lot of work later on. Some see this as wasted effort, but that's quite far from the case. It's something that can optimize your future workflow more than you might expect.

Colors, fonts and other visual concerns.

Don't forget about aesthetics! A lot goes into the creation of a quality brand, and it takes a lot of skill to pull this off properly. If you aren't working with a competent designer with significant experience under their belt, you are undermining your potential significantly.

This is not something that the average person can handle without the appropriate knowledge and experience, and even though a competent designer can cost a good chunk of money to hire, it's a worthwhile investment in many ways.

Be catchy.

Don't be afraid to be a bit tacky if you can come up with something that gives your brand that extra edge of catchiness. There are many ways to improve the likelihood of your name staying in the minds of people who have interacted with your business in some way, and if you can think of something in that direction, by all means, give it a go in your planning. There have been lots of studies in this area, and it's not hard to find useful information on the subject if you search around a little bit. Don't be afraid to experiment, either – there is a lot of opportunity for that, and you will find various interesting ideas that you can attach to your brand to make it more interesting.

In the end, you only get one shot at this. Rebranding is an extremely difficult process when you already have an established market presence, and it can kill your business. With that in mind, you should ensure that you get it done right from the very beginning.

The rest will fall into place more or less on its own as time goes by, and you'll find lots of opportunities for growing your brand from there if you pay attention.

How to Empower Your Team to Self-Lead

Posted: 27 Jan 2020 04:00 AM PST

Traditional forms of leadership don't make sense in the modern workplace. Leadership today isn't a charismatic person leading their employees. Instead, it's a collaborative and diverse team that shares ideas.

Today, it's common to work with people from different parts of the country and the world. More companies offer remote jobs and work-from-home options. The availability of computers, electronics and increased internet penetration creates greater work flexibility.

You're very likely to interact with people from different backgrounds and cultures. Team members, vendors and customers will come from different locations and time zones.

Not only do leaders need to adjust to a more diverse workgroup but also with changing employee expectations.

People today are no longer satisfied with having a job that just pays the bills. People want meaning and purpose in what they do. They want to participate in designing their work environment for a more fulfilling life.

These changes and challenges mean that leadership needs to be more flexible. It fact, putting some of the responsibilities into the hands of one's team can be the most effective way to meet these new changes.

Empowering your team to lead itself is a subtle form of leadership. There's potential in this type of leadership for people to be proactive and work in the way they feel best.

Let's explore practical ways that you can help your team lead itself while meeting your business goals. 

Create a community.

Team members who have a personal stake in your goals and business successes will put in more effort. They are more likely to seek unique and helpful solutions to problems, and embrace company values.

You can create a greater connection between team members and your company by building a community. A community can create a sense of belonging and also foster loyalty.

It's possible to build an online community on a membership platform or by using messaging hubs. A community can be a place for your team to interact with each other and have discussions.

This is especially helpful when you have remote workers. An online community can enable team members from around the world to feel engaged. They'll be on the same page when it comes to company information, and they get to know their peers. 

When your team members feel connected, they're more willing to take on responsibility and grow your business. You will also create a collaborative environment where your team members support each other. 

Foster innovation.

Giving people the means to share their ideas empowers them to come forward with creative solutions. Your team is your best source of ideas, because they know your business and also interact with your customers.

By fostering innovation and encouraging co-workers to be creative, you develop a culture of innovation. A work culture that encourages innovation and creativity creates greater engagement and satisfaction. Your team will see that their work is meaningful and that they help shape your brand.

Creating outlets for idea generation in your organization impacts your business in a positive way. You'll find ideas for new product developments, which will lead to business growth. 

Ask for and provide feedback.

Timely and meaningful feedback is necessary to nurture leadership. Feedback makes it possible to identify when something isn't working and to fix it. It's also a way to reinforce a job well done.

Providing feedback is necessary to accomplish business goals. It can also enable you and your team to support each other. Having regular on-one-ones and team meetings are essential for staying on the same page. Your team can inform you where they need help, and you can give them the right support. Help them by giving ideas, or by providing access to tools and assets.

Also, spending time with each team member gives you the opportunity to understand them better. When you give your team feedback, you're creating the opportunity for them to learn and grow. You can provide them with the perspective and support they need to close a sale or deal with an unhappy client.

Feedback also helps your team make information-backed decisions that help your business grow.

It's important to not only give feedback but to receive it too. Create a feedback form to streamline your communication. Accepting feedback from your team empowers them and gives them a say in the working of the company. They'll be more invested and will be willing to improve how they work. 

Provide training and coaching opportunities.

A practical and effective way to develop leadership skills in your team is to offer them training opportunities. Bringing in experts to teach your team members valuable skills can increase their effectiveness at work.

It's important to help your team develop skills in areas that are different from what they already do. Leadership is less about technical details and more about the bigger picture. Having broader interpersonal skills and being able to handle conflict leads to better interactions at the workplace. 

Provide your team members with training in communication and personal development. Such skills, along with marketing, negotiation skills, and other skills, helps them develop strong leadership abilities. You'll find you can delegate more responsibilities to promising team members. It also shows employees that you recognize their potential. 

You can also train your team directly by acting as a mentor and by providing resources. Share helpful content, such as thought leadership articles, or give them access to online courses and tools. There are many ways you can give your team the right training and guidance to create leadership abilities. 

Show appreciation.

When your team does a great job, it's important that you celebrate it. Recognizing your team gives them a boost and makes their work appear meaningful.

Showcase some of your team's best work to the rest of the organization. Use your communications channels to offer praise. You can make it part of your company newsletter or highlight peer accomplishments during a meeting.

Appreciating your co-workers is important because it shows that you're listening. After all, monetary compensation is not the only thing that matters.  Your team members care about growth and recognition.

Today's workforce wants to feel like they're doing meaningful work. Giving them positive feedback and recognizing their efforts creates increased work satisfaction. It can build a drive to do more. You'll build loyalty and motivate people to do their best.

Empower your team to boost your business.

Empowering your employees to develop leadership skills does not mean that you're abdicating your role as a leader. It's about creating a workplace that encourages proactive behavior and self-sufficiency.

Your brand is only as strong as the people behind it, which is why giving your team the ability to take charge wherever possible will grow your business. 

It's also helpful to create greater work flexibility to get the best from your team. They can manage their time effectively while meeting their tasks. 

Work flexibility in the form of remote work also benefits your business – you can save on office space and operations costs. It also boosts loyalty; 95% of companies that hire remote workers find higher employee retention rates. 

Empowering your team has powerful benefits for your business. Support them in having more autonomy at work, and you'll create a strong workspace.
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