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Day: June 11, 2019

American Companies Pay Too Much for New Talent

June 11, 2019


  • Nearly 25% of U.S. workers said they were looking for another job, marking a 7.6% increase from last quarter.
  • Only 43% of U.S. workers reported a “high intent” to stay at their current job.
  • Business confidence is up 2.6% from Gartner’s report in Q4 2018.

Many factors lead employees to look for new employment, but an increase in compensation remains one of the top reasons why people seek out greener pastures. Because of this, employers offer pay increases to attract new talent. According to new data from Gartner, American employers may be overpaying new hires.

Earlier today, Gartner released its 1Q19 Global Talent Monitor, which estimates that while U.S. workers would be willing to change employers for a 10% pay increase, most employers offer an average increase of 15% to attract new talent.

Brian Kropp, group vice president in the Gartner HR practice, said that 5% difference can lead to more than just higher wages for newcomers. “Not only are U.S. employers often paying too much to new workers, but once tenured employees discover discrepancies between their salaries and those of new colleagues, they may be more inclined to look for another position elsewhere,” said Kropp.

Drawn from Gartner’s larger Global Labor Market Survey, which polls more than 40,000 employees in 40 countries on a quarterly basis, the Global Talent Monitor “reflects market conditions” of the previous quarter, officials said.

American workers regularly seek new opportunities

With better pay becoming a regular offering to new employees, it shouldn’t be a surprise that Gartner’s data also shows an increase in the number of American workers looking to switch jobs.

According to researchers, nearly 25% of American workers are actively looking for another job, marking a 7.6% uptick from last quarter. Despite the increase, officials said the American figure …

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How to Use Partnerships to Improve Your Brand's Image

June 11, 2019


The partnership between Red Lobster and Ocean Conservancy stands to provide some pretty powerful benefits to both organizations: Red Lobster’s image gets a much-needed face-lift, and Ocean Conservancy gets a megaphone to promote its message.

For Red Lobster, a partnership like this is a step toward redefining the brand. Instead of being an unhealthy, mid-market restaurant chain concerned only with profits, Red Lobster can tell a different story of a seafood restaurant that cares about the world and takes measures to protect it. At the same time, the Ocean Conservancy gains access to the platform — and reach — Red Lobster provides. The fact that a business as entrenched in its ways as Red Lobster can modernize provides a strong testimony to the work Ocean Conservancy does.

Small businesses can look to this partnership for inspiration. A marketing partnership — whether it’s with another small business or with a big legacy brand — can unlock audiences or associations that were previously out of reach.

Reaching new audiences

Young and old brands each have something to offer the other in the rapidly changing digital age; that’s why marketing partnerships between the two are so effective. To begin with, brands that are used to old-guard marketing channels like television and print now struggle to make a digital impact. That digital impact gets more important every day: Digital advertising saw a 16.8% increase in 2018, while television advertising increased by only 7.1%. And social media spending surpasses both, rising by 42% in a single year. For brands less comfortable with digital tactics, a partnership with a digitally innovative business will allow them to reach different audiences and build new, authentic relationships and channels.

Conversely, many newer companies have engaged digital audiences but have largely neglected developing expertise in any other channels. Television and …

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4 Industries That Can Benefit from Presentation Management

June 11, 2019


Businesses rely on presentations to promote and sell their wares, but these crucial assets – used to drive business – tend to be a hodge-podge of PowerPoint slides, images and videos scattered across network folders, emails and various hard drives. 

Whether it was an entry-level marketer or the head of sales, all these assets were painstakingly created for an important meeting and include a well-spring of information that can be re-used, if only someone can find them. When presentation assets are scattered across the business network, it leads to employees scrambling to piece together a one-off presentation. Without the proper strategies in place, it becomes too easy to just grab an existing slide with target demographic numbers, even though it has the old company logo on it. Even worse is when they combine that slide with a graphic that includes outdated figures. The business looks sloppy, and it can even result in fines and lawsuits.

What is presentation management?

To rectify the process, businesses across every vertical are turning to presentation management, which puts a strategy behind your company’s presentation content. Presentation management starts by housing all presentation assets in one location and ultimately automates and streamlines the creation, distribution, sharing, tracking and updating of presentations content. As a result, your team spends less time making decks, and more time presenting them. 

Who benefits from presentation management tools?

While presentation management strategies can be applied to any business, the industries that stand to benefit the most include:

Travel

Nothing sells a resort, hotel or cruise better than beautiful images and videos of exotic locations. Having a repository where all videos, images and other files are automatically formatted as slides and ready to present makes it easier for the sales rep to showcase the beautiful beach at sunset, the decadent dinners …

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How to Follow Up on Sales Leads

June 11, 2019


Many small businesses understand the importance of converting sales leads, but far too often, businesses don’t engage in an effective sales process. A shocking number of businesses fail to even follow up with potential customers who show an interest in their products. According to a study by the Harvard Business Review, 23% of businesses never followed up with web-generated sales leads. Another 24% took more than 24 hours to follow up with those leads. Nearly 50% of businesses in the study either didn’t follow up with web-generated sales leads or their sales reps took far too long to reach out.

A business offering quality products or services shouldn’t fail because of a flawed sales process. When it comes to following up with sales leads and potential customers, there are a few best practices to follow. We spoke to experienced marketers and salespeople to learn how to follow up on sales leads, and why you should follow up on sales leads to maximize conversions.

Respond to online sales leads promptly.

According to the HBR study, firms that followed up on sales leads within an hour of getting them were seven times as likely to qualify the lead than companies that waited more than an hour. Following up within an hour also made those businesses 60 times more likely to qualify the lead than companies that waited more than 24 hours. Clearly, it pays to respond quickly.

If a customer fills out an online form, there’s a benefit to following up within the first hour. Following up within the first five minutes can be even more valuable. This can be difficult as a small business juggling other responsibilities, but utilizing a live chat solution, in addition to any sales reps you employ, can be a cost-effective way to quickly respond to …

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4 Psychology-Based Tips to Improve Your Copywriting

June 11, 2019


If your copywriting isn’t generating leads and sales for your business, it needs a makeover. Fortunately, if you don’t consider yourself a copywriting master, you can improve your skills. One of the easiest ways to boost the effectiveness of your copywriting is to use science. That’s right, you can mix the art of writing with science in order to turn your ineffective content into persuasive copy.

Check out these four psychology-based tips to improve your copywriting.

1. Use positive language.

It’s not what you say, it’s how you say it. A reader doesn’t necessarily want to hear what they’re lacking, they want to hear what they can have when they use your product or service. So in your copywriting, you need to aim to frame information positively, not negatively. For instance, a negative frame might describe something that isn’t happening, while a positive frame might describe what could happen. Take a look at the examples below for a better idea.

  • Negative framing: Don’t lose money.
  • Positive framing: Save money.
  • Negative framing: Don’t waste time.
  • Positive framing: Increase your productivity.

A classic Kahneman and Tversky experiment found that 72% of participants chose an option when it was presented with positive framing but that number dropped to only 22% when the same choice was presented with negative framing. It’s perfectly fine to use negative frames once in a while, but if you write about your product or services with positive framing, your readers are more likely to be persuaded to take the desired action.

2. Use power words.

Another way to supercharge your copywriting is to use power words. There are certain words and phrases that have a stronger effect on people than others. These power words trigger an emotional response in people, which makes your copy more meaningful. For instance, …

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