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Month: April 2019

WhatsApp Business Signals a Change in Business Communication

April 30, 2019


WhatsApp is by far the world’s most popular messaging platform. With over 1.5 billion active users, the Facebook-owned service is one that businesses can’t ignore as a potential connection point to customers.

The main premise of WhatsApp Business is that it allows organizations to quickly message with current and possible customers, similar to other messaging options from Apple or parent company Facebook. The app is currently available for Android, with reports that an iOS version is in the works.

Messaging has become a default way that customers communicate with a business, be they new or returning customers.

Creating a business profile

Much like with other social networks’ business services, you create a profile specifically for your business. The process is pretty straightforward, akin to creating an account with your standard social service: Register a phone number, input your business’s name, website, email and a short description of what your business is about.

Depending upon the nature of the business, you may not always have the bandwidth to respond to each message directly. With WhatsApp Business, you’re able to create quick replies for situations that warrant them, such as delivery confirmation or offering a coupon.

Similarly, automated messages can be used for such communications. For example, you can compose a greeting that serves as an introduction to your business, or blast out an instant message when someone contacts you for the first time to let them know you’ll respond as soon as you are able.

Similar to organizing your email messages, WhatsApp has a label system so you can organize chats and return to them if needed.

Diving deeper

For those who want to go beyond the basics, the WhatsApp Business API enables organizations to build more complex tools. For example, you can permit customers to make a purchase or inquire …

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Switching CRMs? 3 Tips to Make it a Hassle-Free Transition

April 30, 2019


Before making a switch, you first need to determine whether the software itself is the problem. Businesses switch CRMs for various reasons, but in my experience, the decision often comes down to poor user adoption. If it’s not clear to your staff members how — or even why — to use the CRM, then don’t expect them to be eager participants. Perhaps that’s why failure rates for CRM projects hover around 33%, according to a 2017 analysis. And when CRM installations take a nosedive, they not only fail to deliver profitable growth, they can also damage long-standing customer relationships.

Deciding whether to switch CRMs

The main job of a CRM is to organize leads and keep communication flowing. So, if leads are slipping through the cracks and miscommunication is constant, you’re not getting your money’s worth out of the software.

Before trashing your CRM, however, take the time to investigate the source of the issue. Audit the CRM software and setup. Is the issue user adoption or lack of standards for data entry? Perhaps the system is missing key features your company needs, which is a common reason people choose to switch CRMs, according to a survey from Capterra. After identifying the problem, you can decide whether you simply need to retrain your team, tweak the system’s set up, or start thinking about a new platform entirely.

For example, if you’ve already tried every onboarding technique you can think of but your staff members are still struggling to use the CRM, it’s probably time to start over. This time, though, be sure to involve your end users in the CRM selection and implementation process. Look for something that’s user-friendly. After all, Salesforce found that 72% of CRM users say they would trade complex functionality for usability when it comes …

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Study: What Job Seekers Want

April 30, 2019


  • 45% of job seekers reported having a harder time finding a job this year than last year.
  • Job hunters said they consider career growth opportunities (61%) more important than compensation (57%) and benefits (58%) for the first time.
  • Company culture still matters. City workers (38%), educated workers (45%), working parents (44%) and currently employed individuals (39%) said it’s a “very important” consideration in a job.

What does the average American job hunter want and need in a time of economic growth and falling unemployment numbers? That question, among others, was on the minds of researchers at Zogby Analytics as they worked on the 2019 Job Seeker Nation Study.

Commissioned by Jobvite, the annual survey attempts to better understand what workers look for in today’s job market. Touching on topics such as job hunting and the #MeToo movement, the study attempts to define what matters to workers and their potential employers.

While experts assert that we’re currently in a “candidate-driven job market,” that doesn’t necessarily mean finding better employment is easy for many of the country’s workers. Researchers found that factors such as who you are, the stage of your career and what matters most to you also play a major role. [Related: What Job Seekers Want in the Hiring Process]

On the hunt

When looking at the state of the U.S. economy, there’s plenty to be excited about. Earlier this month, government officials at the U.S. Department of Labor announced that approximately 196,000 new non-farm payroll positions were filled in March, knocking the unemployment rate down to 3.8%.

Even though more jobs are opening up and unemployment numbers should continue trending downward, researchers found that 45% of survey respondents currently looking for work said it’s harder to find it this year than it was in 2018. …

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Why Your Business Should Be Focused on Single-Use Coupons

April 30, 2019


It is important to keep these fundamentals in mind when considering the power of single-use coupons. Coupons succeed best when you can segment your customers into their appropriate marketing phase: acquisition, engagement or retention. You want to deliver different offers to each segment and ensure that those offers are only delivered to specific individuals. 

For example, the rich offer you present to try to win back a customer is likely going to be very different than the retention offer you present to a lapsed customer. In addition, you want to make sure that the retention coupon that you deliver, for example, via text messaging marketing promotions, cannot go viral.  Similarly, you may want to present offers to prospective customers as an incentive to join your SMS marketing list, but you want to make sure that no one other than new members can receive and use those SMS coupons. When you use coupons strategically, you create SMS marketing lists built to last.

This is why the use of customer-centric, single-use coupons makes so much sense. A well-conceived, properly executed customer-first strategy using single-use coupons can pay significant dividends across the marketing lifecycle by supporting acquisition, engagement, and retention.

The benefits of single-use coupons

Retailers are moving away from multi-use promo codes because in many cases, both they and their customers realize these special “coupons” aren’t special at all. They are simply unlimited offers that customers can reuse frequently. Which ends up hurting the retailer. They may have their place as a promotional tool, but they often do little to engage or retain a customer.

On the other hand, there are multiple appealing and powerful benefits of single-use coupons, which have been found to deliver higher coupon redemption rates:

  • Improves a retailer’s ability to personalize offers
  • Improves a retailer’s ability to target
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Text Message Marketing: Tips, Tools and Services

April 30, 2019


Today’s consumers are so bombarded with marketing campaigns, advertisements, and communication from brands that they have become adept at controlling when they receive those messages and often disable notifications from social media platforms like Instagram and Facebook.

Because of this, text message marketing, also called mobile marketing or SMS (short message service) marketing, is on the rise as a way to reach your customer base in real time with a near guarantee that your message will be read.

As with email marketing, text message marketing requires customers and clients to opt in to the service. Once they sign up and provide their mobile phone number, businesses have the right to send them text messages about what’s going on with the business.

The key to text message marketing is to regularly engage customers and build a two-way dialogue with them. There are three main features that businesses can use to increase the back-and-forth communication:

  • Autoresponders: One of the most popular options is autoresponses, which can be set up in advance so businesses don’t have to respond to each customer individually. Autoresponse messages can be programmed to be sent only when certain criteria are met, such as when new customers opt in to start receiving messages, when they participate in a survey or when they use certain keywords.
  • Surveys and polls: By sending out polls, businesses can determine what consumers are looking for, whether it is which food item customers would like to see added to the menu or what deals people want to receive text messages about. Surveys are an important tool in two-way communication that can improve a company’s marketing and service offerings.
  • Coupons: Sending customers coupons is an easy way to drive new business. Consumers are always looking for a good deal, and coupons can get them in
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