Posts Tagged ‘Salesforce’

4 Ways to Successfully Nurture Your Talent Pipeline

Finding the right talent is always a challenge for staffing agencies. Once you’ve qualified the job order, you need to quickly find candidates to fill the open position before competitors do. How do you make sure you fill that open slot quickly and find the perfect person for the job at the same time? To do this effectively, you need a robust talent pipeline. With the best staffing software solution, it should be easy to identify talent and keep in touch with them until the right spot is open. This approach is called candidate nurturing.

Why candidate nurturing?
Every recruiter has faced the following situation at one point or another: You spent weeks filling your staffing software with candidates who have data engineering experience. Finally, you get a job order that asks for just this skill. You send off an email to the candidates. After that, nothing. No response.

What went wrong? Those candidates had skills that were in high demand, and you left them hanging and failed to keep in touch. In the meantime, they found employment or were snatched up by other agencies.

When you use a candidate nurturing strategy, you can more easily maintain a relationship with your talent so they’ll stick around until a position is open. How exactly do you accomplish this? Use these four ways:

1.  The right tools
Using a staffing software solution like Jobscience’s, it’s easy to maintain a relationship with talent over a long period. Built on the Salesforce platform, Jobscience easily integrates with a number of tools that make candidate relationship management simple, such as email marketing and marketing automation software. You even have the option of reaching out to candidates with SMS.

“Jobscience helps staffing agencies maintain relationships with talent.”

2.  Consistent messaging
The main goal of candidate nurturing is to keep talent engaged so they don’t slip through the cracks. That means once they’re in your database, you don’t let them collect dust. After potential candidates have signed on with your organization, send them regular messages. But don’t overdo it; you don’t want to spam them. Use the metrics in your email software to determine what the best email frequency is for your candidates.

3.  Send relevant, valuable messages
Everyone receives junk email that isn’t relevant to them. Whether it’s an online store telling you about a deal for clothes you don’t want or a newsletter from an organization you don’t even remember visiting, junk email is everywhere. Email marketing and marketing automation software enable you to divide up your talent lists into small segments, which makes it easier to provide valuable content to everyone in your pipeline. Send educational emails about unique candidate industries or interview tips—anything that will help candidates on their career paths and build trust with your staffing firm. Let them see you as a valuable partner in their job search, and they are unlikely to fall off your radar.

4.  Start early

Having trouble finding candidates with key skills when you need them? Develop relationships with career services at local schools. Students nearing graduation will be looking for employment opportunities, and a staffing agency could be a great fit for their needs. Go to career fairs, establish relationships with students and maintain the relationships with candidate nurturing strategies.

Staffing firms remain competitive by filling open positions quickly. But it’s hard to do that if you don’t have an active candidate database. Candidate nurturing allows you to build and maintain relationships with talent so they are ready to go when the need arises.

The post 4 Ways to Successfully Nurture Your Talent Pipeline appeared first on Jobscience.

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Marketing Automation Part II: Which Marketing Automation Tools Should I Use?

We started off last week with an introduction to marketing automation and a brief overview of how it can increase revenue and build a stronger brand for your company. In this week’s segment, I’m going to walk you through the specific automated tools that marketing automation can offer you and the benefits to each. By the end of this segment, you should be able to identify what kind of automation your company should implement.

Each organization has different goals and thus different marketing automation needs. MarTech has expanded to such an extent that choosing a program and even beginning to address what tools you need can seem overwhelming. The options presented in the infographic below might look a little like how your brain feels when weighing all the marketing automation tools available.

analytics software

First, we will get a handle on what types of marketing automation exist, so you can get a big-picture view of what is available. Remember, you don’t have to (and shouldn’t) start out automating everything at once. There will always be a learning curve when you implement any new software – it will take time to get your team up to speed so that programs can be maximized to their full potential.

Process, Process, Process

Luckily, all automation tools fall into five main categories: CRM, email marketing, overall marketing, social media, and analytics. Before we look at how to identify what might be the best fit for your company, here is an outline of the five different ways software can automate your processes, compiled by Marketing Insider Group.

Customer Relationship Management (CRM) means treating each individual customer as if they’re your only customer. CRM software means timely communication at the customer level with personalized content. Automating CRM can mean anything from having a programmed bot respond to social media inquiries to adding completed submission forms to your list of leads. CRM automation is for a forward-focused company with lots of leads to handle or new segments to explore. While you don’t necessarily need to go with the biggest name out there, many companies choose to use Salesforce for CRM automation and with great success.
Email marketing automation might seem outdated (or at least a platform that’s losing its footing), but it’s still one of the most engaging aspects of digital marketing. Email marketing automation means reaching more people with greater ease and an automated process for using all the data you collect to both reach a wider audience, as well as connect with your existing audience on a more personal level. Among other things, you can set up triggers to initiate messages (such as auto-replies if a customer leaves items in their virtual shopping cart or follow-ups to promote reviews after purchase), implement A/B testing, and encourage them to take actions they haven’t already.
Marketing automation software takes care of everything to do with overall marketing operations like website traffic or implementing specific initiatives. Most of the marketing automation platforms you’ve probably heard of fall under this category of general marketing automation. Marketo, Hubspot, and Eloqua are the big three that people are quick to recommend because of their versatility and expansive services. Just be mindful of the price of your package, it can be easy to overpay for programs without reaping all the benefits.
Social media automation does exactly what it sounds like. Short-form social posting can seem like a waste of time, but connecting with your audience on social media is one of the best ways to define your story in a more casual, conversational setting. By itself, social media is a free tool that can make or break you. With automation, it turns into an increasingly valuable way of engagement. Social media automation can be especially useful for bigger businesses who don’t have the time or resources to respond to all social interactions. In 2018, the best software for social media automation is Hootsuite, Crowdfire, Buffer, and Agora Pulse.
Marketing analytics software will help you gauge data to figure out the next steps to take. Data such as traffic and engagement rates can be the jumping off point for determining where to angle your next marketing initiatives, where to improve, or where to cut back. Efficiently measuring analytics is an essential step to maximizing ROI. If you implement all of the above strategies but don’t measure the results and turn them into actionable insights, then what’s the point? The most popular tool for measuring analytics is inevitably Google Analytics, but there are plenty of other options if you want to branch out.

Identifying What You Need

Once you’re familiar with the options available, you can start sorting out what the right choices are for your business. Sitting down and planning out your exact needs will ensure that you choose a program best suited to meet your unique goals. It also helps ensure that you’re only paying for what you need, not buying into programs that aren’t worth your time or resources.

Try thinking of marketing automation in categories depending on the overall size, need, and experience of your company. GetResponse separates marketing automation into three levels.

Level One: Software geared toward entry-level users and those who are only looking for basic levels of email marketing automation. This level of automation uses basic automation tasks like email templates, analytics, and A/B testing. To use this to your advantage, you can set up triggers to send certain emails, and create auto response sequences. If you’re a company just starting out, one with a small budget, or one with basic needs, then level one should be the extent of your focus.

Level Two: Software that mid-sized business can use with the intent of growing and excelling past the initial level of email automation. GetResponse clarifies that level two is primarily for a marketing team who manage less than 100,000 subscribers. Businesses on this level need more in-depth features to their software that will expand the business’ online presence. This starts to encompass automated CRM, social media, and more advanced tools that handle your marketing automation as a whole.

Level Three: Software intended for businesses up to the enterprise-level who have a strong marketing team intent on all-encompassing automation. They have the resources and opportunities to draw in customers across all possible platforms and can invest in the most optimized experience to suit their needs. These tools can handle all of the listed processes above.

After you’ve identified approximately where your business goals fall and what level of marketing automation software you need to start looking at, you’re ready to dive into software-specific research. As shown in the infographic above, there are more than enough options to sift through. Lists like this one from NG Data or this grid from G2 Crowd pepper MarTech sites; choices are easy to find, it’s just a matter of narrowing them down. Always remember to weigh your options, allow for optimum training time before you judge the results, and use your resources to the fullest capacity.

Join us next week as we dive into Part III of our marketing automation series: How to Create Workflows. Workflows are the next step in the automation process and we will discuss how to use the marketing tool you’ve chosen in Part II to create active, workable strategies that align with your story.

automation software

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How to Streamline Your Video Content Marketing Operation

Just as your blog needs regular updates to build an audience or subscriber base, great video marketing also depends on consistency and frequency. But how do you create great videos time and time again? Well, similar to how you can streamline other content creation initiatives, churning out great videos requires that you learn a particular, scalable workflow.

Whether you’re working on episodic content in a series, or simply creating videos on an as-needed basis, the whole idea of commitment to a regular schedule could be scaring you away – but it shouldn’t! By promising your audience new videos on a regular basis, you can gain a valuable subscriber base who are loyal to your brand and help share your messages.

Although every organization will differ based on resources devoted to video, if you use the following 8 steps as a guide, you’ll be well on your way to becoming a video content marketing machine (it takes some work, but it’s less intimidating with every asset you make!).

Step 1: Plan Your Upcoming Topics and Scope

This muppet has the wrong idea.As you get started with video, it’s easy to think “we’re going to make everything and be amazing for everybody!”. As enthusiastic as this is, it’s unrealistic and you shouldn’t try to boil the ocean (sorry, muppet, that’s a terrible approach).

Instead, get strategic and determine:

What topics will you cover and for whom (Consider if there are competitors in your space doing a particular subject really well. Should you cover a different niche?)What value will your videos deliver to your target (are they primarily educational? Are they pointing to other useful/downloadable assets? Are they intros to people on your team? What’s in your mix and what purpose does each video serve?)Will you deliver repeatable “segments” that audiences can look forward to?

After you’ve decided on the unique purpose you’ll serve and how you’ll do this, make a list of all of the videos you’d like to make in a quarter. Look at what kinds of videos perform well in your industry and consider variations you can do on these topics that pertain to your target audience. If your audience gets their SEO news from a particular source, consider what that site is doing especially well and mimic how they deliver their content. Pick a content hero and study their ways like a jedi; the key is choosing a site that’s not a competitor, but successfully targets the same audience as you. Look to partners in your space!

As an example, if you’re in the business of marketing automation platforms, your video topic list might look like this:

A possible list of topics is a good place to start

As a rule of thumb, if it makes a good blog post, you could probably turn it into an informative short video (or make a video component to add to a blog post!).

Step 2: Build a Realistic Timeframe per Video Project

timeframeAfter topics, you’ll want to consider your scope. In other words:

How many videos can you actually create in a month or a quarter given your other content objectives, budget, and resources?

If you have an in-house videographer, you could be creating a video per week – it just depends on the complexity of that video. A simple, talking-head style interview can be shot and edited within a week, but a complex creative campaign or videos requiring motion graphics will likely take longer. Each videographer will also have a different workflow to be aware of.

Build a list of video types and get your videographer to give you an approximation of how much time a given concept should take (i.e. what’s the production time – including editing – for an animated short versus a live action video?) This will help you when scheduling realistic timelines and  campaigns.

Additionally, implement key learnings as you go. In other words, don’t plan a new video interview series with 10 assets in it, start with just 4 or 5. This lets you to gain experience with producing videos, but it also gives you the opportunity to assess each video’s performance with the resulting engagement data. If your target audience bails ten seconds into all of the videos, take the time to determine if it’s your topic or style of production that isn’t working out and modify future content accordingly.

Step 3: Create an editorial calendar scheduling video releases

Video-content-calendarWhen you know what videos you want to make, and when you can have the assets, map the schedule of video content to an editorial calendar; it can be the same calendar you use to plan your blog. Ensure everyone involved in the video process can see it, and that there’s some buffer time built in for feedback before a video goes live. It might be a good idea to build in pre-production time and post-production into your calendar too. It’s up to you and how granular you want to get.

You could schedule using a combo of Trello and a Google Calendar, or even use content marketing software like Kapost.

Step 4: Coordinate the Extra Assets Needed for Video Campaigns (and Decide Where Videos Will Live)

While you might be uploading videos to YouTube and calling it a day, YouTube alone isn’t a video content strategy and embedding content on your own website with a video marketing platform presents a ton of benefits. Before filming a video, decide where it will live on your site (A video resource hub? Your homepage? In a blog post? On it’s own dedicated landing page?). If creating a content campaign around a high-level asset, be sure to coordinate the following for a successful launch:

The video’s script (and the required approvals)landing page (can be built specifically for the video campaign, or you can use a video resource hub)Social promo images (for Twitter, Facebook, LinkedIn, and retargeting ads, etc.)Email marketing images (for including the video release in your newsletter, or other emails)A custom call to action frame for the end of the videoA custom video thumbnail image

Overall, put some time into how you’ll present the video on your website and how the page where it lives contribute to the video’s overall goals (i.e. lead generation, brand awareness, etc.). For more info on what a dedicated video landing page should include, see this post.

Step 5: Write Your Scripts (or Rough Outlines)

create concise scriptsSome video types might not require scripts, it all depends. If certain product-based B2B videos (like a tour of your platform) require a script, or your announcing something important, etc., you can create a set of structured talking points to guide your on-screen talent. Here’s some quick considerations:

Keep it short! One page of double-spaced bullet points usually creates a video that runs from 60-90 secs, depending the size of type and amount of dialogue. You’re aiming to make videos (for the top of the funnel) that range from 60-90 seconds in length, ideally, as these maintain attention the best in the discovery phase of the buying cycle.For customer testimonials, create rough questions: Instead of classic Q&A for interviews of any kind, ask leading questions like “Tell me about a time when you _____…” – these questions deliver more valuable story-based feedback.Use simple, conversational language – being too jargon-y or complicated is a surefire way to lose your audience right away with video. Always make things clear and concise to maintain attention for longer.Step 6: Book/organize your video shoot logistics

Sometimes creative ideas require filming in different locations, but whether you’re filming in your office or on location based on a story you’re hoping to tell (maybe it’s a customer testimonial in their office), book your location, confirm with your videographer, and look out for things like:

Fans and overhead noise: Sometimes air conditioning or pipes will produce a buzz or humming at your location and can ruin your audio.Windy locations outdoors: You might not even hear the wind at your outdoor shoot, but the mic will pick it up. Adequate Light: is there enough light in the space or should you bring some equipment?Step 7: Edit, Build in Feedback Time, and Define Feedback Rules

Edit videosNot all video projects require a first cut, but it’s often a good idea to get the video edited to a certain ‘presentable-as-is’ point and then solicit some feedback from key stakeholders. Sometimes jokes fall flat, or boring parts of a video emerge and it’s necessary to cut or modify this stuff before your video goes live. Test your video with teammates, and those in your target audience and make final adjustments as needed.

Depending on how far along you are in the process it’s a good idea for your videographer to define the feedback rules in this phase. (I.e. “the story/content is set in stone, we’re just looking for any concerns with audio or song choice at this point in the game, thanks!”).

Step 8: Release, Promote, and Measure!

When you’ve got an approved video asset, build up a beautiful launch email with customer-focused copy and send it to a targeted list. Remember, use an image of the video’s custom thumbnail in the email and redirect viewers to your website or blog post where the video is actually located. Getting folks over to your site (where they’ll encounter more of your strategic video marketing and CTAs) is a key way to drive folks through the funnel.

Promote and MeasureAfter promoting on all relevant social channels and some targeted LinkedIn groups (where your target audience live), start reviewing video analytics to determine your performance. Look at how much time individuals spend on average with a video, and take a look at video data within your CRM contact records to see which leads have watched a certain threshold of video content. If someone’s watched 3 product videos all the way to the end, they might be qualified for a call from your sales team.

Overall, use your resulting video engagement data to determine not only your audience preferences, but which types of videos they actually enjoy watching and which should continue to make up a huge portion of your video strategy. Custom Salesforce reports can even let you know which videos are influencing won deals!

Following these eight steps should set you on the path toward some excellent, regular video releases for your brand. If you have any questions, or want to share some steps you’ve perfected at your company, leave a comment below!

The post How to Streamline Your Video Content Marketing Operation appeared first on Vidyard.

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Applying the NewsCred Methodology to Internal Training + Communications

At NewsCred, we know the power of applying a consistent methodology to our client programs in order to drive measurable business results.

The NewsCred Methodology is comprised of several steps that, when executed, will result in achieving the content marketing goals you’ve established.

STEAM.png

However, this methodology is equally as powerful when used as an internal communications tool and applied to the way that we onboard, train, communicate with, and enable our teams. Let’s take a look.

Strategy

The first step that we stress in our client programs is developing a clear, documented content marketing strategy that maps back to your overall goals. But when it comes to internal communications and training, we often forget to even consider creating an overarching strategy. The lack of one results in duplicative, inefficient, and ineffective forms of communication.

How We Do It:  Our strategy for training and development at NewsCred is multi-faceted and based on data around how people learn and communicate. We started by developing the overall goals for the program, and then broke those into smaller goals and success metrics for each quarter. Our strategy focuses on driving employee engagement and retention, instilling best practices, and challenging our employees to get out of their comfort zone. In addition, it strives to enable managers and subject matter experts to act as trainers. I’ll go into more detail in the sections that follow.

Ask yourself:

Do you have a documented strategy for your employee communications, training, and onboarding
What are your overall goals as a company and how are you creating clear feedback and communication channels to support them?
Do you have a central repository of information? What systems are you currently utilizing and how do they integrate? How is the information organized?
Have you provided employees guidelines as to how to best communicate and store critical company information?
Are these strategies backed by data, feedback, and analytics?
Who is responsible for managing and creating messages and materials?
What KPIs have you identified to define success? How often do you analyze the performance of your current strategies and identify gaps or weaknesses in the current process?

 
Traffic

The second step in the NewsCred Methodology is to leverage every channel at your disposal (social media, email, in-person events, and the like) to promote and drive traffic to your content. Without a distribution strategy to get your content in front of your audience, it will go unseen and forgotten.

The same is true for internal communications. Ensure that you place your resources in forums that employees access frequently, where they can easily find the information that they need in a diverse range of formats. It also helps to send reminders about these materials through email, meeting announcements, and internal chats.

How We Do It: For training and onboarding at NewsCred, we have the same training decks available in a variety of places to ensure that they are easily accessible – meaning that employees will actually view them. Our “Content Marketing 101” deck is hosted in Google Slides, but also lives within our learning management system, on a “Welcome to NewsCred and Content Marketing Page” on our internal wiki, and is shared via Slack with the most recent new hires after they receive the associated in-person training.

Ask yourself:

What tools and forums do your employees use most frequently?
What communication channels can you leverage to remind users about your training materials?

 

Engagement

We know that visual content is appealing. Learning statistics reveal that 65 percent of the population is visual learners, meaning that they learn and retain the most information from visual resources. But often, we simply send a long email with a link to an even longer document outlining a new process and then expect immediate adoption.

Engagement, the third step in the NewsCred Methodology, is critical not only for content marketing success, but also for employees. We need to rethink the way that we create and share internal documents. We must focus on creating materials that employees can more easily digest and retain, and reinforce these teachings with compelling in-person training or discussions.

Adding a bit of fun through gamification or competition doesn’t hurt, either. (Our employees love kahoot.it!)

How We Do It: We take a crawl/walk/run approach to training at NewsCred to drive engagement and appeal to our employees’ diverse learning styles. When becoming acquainted with NewsCred’s solutions, our employees first watch a video as pre-work, then attend an in-person training that outlines our solution at a high-level. They then participate in deep-dive sessions for each part of our solution that facilitate interaction, Q&A, discussion, and high levels of engagement to increase understanding.

Ask yourself:

How can you adapt your training materials to suit different learnings styles: visual, aural, verbal, physical?
How can you make your sessions more interactive or gamified?

 

Action

The fourth part of the NewsCred Methodology is “Action” – as in, once our audience is engaged, how can we encourage them to take the next step and opt to engage with us further? (In content marketing, that often comes in the form of signing up for a newsletter, filling out a form, or contacting us to receive more information.)

For internal communications, we take a slightly different approach to Action: How can we ensure that our new employees are fully ramped up and able to perform their jobs at the highest level?

Here, we can again cite learning statistics: We know that interactive training and certifications are much more effective than classroom-style lectures. You can’t learn to ride a bike at a seminar. By incorporating exercises, active discussions, role plays, certifications, or feedback into internal communications, we can better ensure retention of the information as well as actively gauge the effectiveness of these messages.

How We Do It: After being fully trained on our solution, our employees attend an interactive workshop at the end of Onboarding Day, about a month after starting at NewsCred. This session focuses on leveraging their knowledge of the solution to outline the customer value, common before scenarios of our clients, what is required for the success of content marketing programs, and more. This challenges employees to utilize the information they’ve learned, and also helps our leadership and training teams to identify gaps in knowledge.

Ask yourself:

What interactive sessions can you create to allow employees to demonstrate the fruits of their training? And allow you to see where they still have room to grow?

 

Measurement

It’s impossible to declare success unless you’ve quantified it. In your strategy, you’ve identified what KPIs you’ll measure to determine success. In content marketing, those metrics can range from traffic goals to revenue targets. For internal communications, they’re likely quantifiable metrics on retention of company information and the effectiveness of available resources.

These can include:

Certifications: Create certifications with clear and consistent scoring that serve to identify knowledge or skill gaps.
Quizzes: Planned quizzes can add a layer of accountability for learning and development.
Feedback Forms and NPS Scores: Sending feedback forms with quantitative and qualitative measures can both provide a tangible measure of success as well as additional context to optimize.
Analytics: Leverage Salesforce, NPS, certification scoring, and other tools to create a rich view of the success of training programs and overall employee experience.

How We Do It: Over the last two years at NewsCred, we dramatically changed the way that we create, share, train, and measure the effectiveness of internal resources. We added a wiki system, a conversation analysis tool, onboarding plans, a learning management system, an internal training specialist (that’s me), an automated OKR tracking system, a deal qualification plug-in within our CRM, and more. Pulling together data from these multiple sources to create a comprehensive measurement of employee engagement and success is my biggest priority.

Ask yourself:

What does internal communications success look like at your company?
How will you measure it? What systems do you need in place to do so?

 

At NewsCred, we deeply care about increasing the efficiency and effectiveness of our employees. Implementing the NewsCred Methodology into our internal communications and onboarding was a big step in setting up every employee for success. We can’t wait to see what we can do over the next two years to become even more streamlined as a team.

 

Meghann Misiak is NewsCred’s Manager of Training and Enablement.

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