The Best Ways to Get Noticed by Recruiters

by Jamar Cobb-Dennard - August 29th, 2014

Jamar Cobb-Dennard is interviewed by Karen Weik of Beyond.com

Jamar Cobb-Dennard
jamar@jamarspeaks.com
Sales Recruiter at Hire Sales

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6 Secrets to a Successful Content Marketing Team – What I’ve Learned

by Kyle Lacy - July 31st, 2014

kylepic

In October 2012, Jeff Rohrs and I started the content marketing team at the Salesforce ExactTarget Marketing Cloud with two people, a research series and a small blog. Under Jeff’s leadership over the course of the next year, we spent time investing heavily in content creation, working with the extremely talented interactive team on blog design, and transitioning into a global content publisher. We have since been added to the digital marketing team under Daniel Incandela and have grown exponentially under his leadership. We’ve been lucky because the majority of ideas have worked and our people are the best at what they do.

Here’s our hit list for 2012-2014:

•We now publish unique content on blogs in six countries.
•Our research series spans multiple countries and languages.
•We will hit 1,000,000 visits on the US blog in 2014 (up over 70% yoy).
•Video is published for six countries (four languages) on our YouTube site. We manage relationships in each geo with subscriber counts growing 300% over the past year.
•We have over 80 unique authors on the blog network.
•Smart CTAs that deliver specific deliverables to readers based on content tagging and geography.
•200% increase in lead growth from the blog over the past year.
•Influencing and contributing directly to millions of dollars in business for the company.

I honestly don’t know if there are any secrets to the success over the past year. I have definitely made plenty mistakes and my only redeeming factor is that I have a team that is more intelligent than I ever will be and a company that is comprised of the smartest people in the industry. Here’s the team – Bo Dietrick, Tom Corey, Heike Young, Tony Mulinaro, Drew Beechler, Jen Ribble, Chad White, Andrea Smith, Julie Easton, and Devon McGinnis.

So how did (do) we do it ?

1.Understand and speak to industry trends. We spend hours upon hours reading and analyzing content that deals directly with industry trends. From snapchat to Amazon Cart, we are constantly developing content around technology shifts that may effect the marketer of tomorrow. It also keeps us informed and helps with our professional careers.

2.People are paramount. Like I said above, people are everything. I have definitely made plenty of mistakes and without a patient and extremely intelligent team we wouldn’t be as successful as we are today. Hire the right people and invest constantly.

3.The translation process is extremely important to any global success. One thing we learned early on was the right translation partner is extremely important to scaling content globally. Errors within the translation process will screw up any timeline and will be extremely tiresome for any team to deal with… especially with non-english speaking locations.

4.Content should be personalized. The personalization of content is a trend that we have been moving toward ever since the inception of the team in 2012. Right now, we personalize CTAs based on what an individual is reading on the blog and their location. In the near future, we will be using Predictive Intelligence to personalize much more than just the CTA content on each individual page. As content marketers, we should use data to deliver a more personalized experience to any reader.

5.Analytics should be worshipped. We could always be better at this but the digital team at ExactTarget Marketing Cloud spends constant hours analyzing and testing content on all web properties. I believe that the success of our content is mostly due to our ability to analyze data and create great content. They go hand in hand.

6.Spend money on your content. My good friend Jay Baer puts it best, “Your marketing should be so good… people would pay for it.” Create content that drives consumption to the point where people would be willing to pay for it. Is your content that good? If it is, you should be spending money advertising your content. It should be read and shared… most of the time you need to market your marketing.

Ultimately, a great content marketing team is focused on delivering the best content for their customers and readers. If the content is not helping the individual move forward in life… you better move other because someone is about to take your place.

Kyle lacy
ExactTarget, a Salesforce.com company
(blog) www.kylelacy.com
(join) www.smallerindiana.com
(tweet) kyleplacy

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101 Ways to Stay Visible and Win More Business – Part 1

by Tony Rubleski - June 26th, 2014

I’m often asked by audiences, clients, and in media interviews, “So Tony, what’s the best way to pick up more business?” This isn’t an easy question or a simple answer as I’m a BIG believer that the better question to ask is, “What are several great ways to win more business?”

With these questions in mind, I’ll reveal, over this and the next issue, a helpful and handy checklist of 101 ways to capture more minds, hearts and bottom line: more business. You may consider printing off this list and highlighting which one’s you’re currently using, while at the same time, picking two or three which you plan to get moving on for use within your own company.

There’s no shortage of ways to attract and win business. Let this list serve as an idea generator and guide to spark your mind, imagination, and help to motivate you towards taking action on finding more ways to spread your message and serve more people.

#1. Make an offer
#2. Bundle different products and services
#3. Have a special event or sale
#4. Have FUN with your marketing
#5. Do an annual client appreciation event
#6. Send thank you notes
#7. Make thank you calls
#8. Mail articles of interest to your best customers
#9. Send postcards with special offers/updates
#10. Create and use an eletter to stay in touch
#11. Ask for referrals
#12. Give referrals
#13. Attend leads groups
#14. Get active in your chamber of commerce
#15. Offer free samples of your product/service
#16. Give an informative talk on your business
#17. Partner with a local cause or charity
#18. Partner with some of your key vendors to cross promote
#19. Partner with a well-known person or local celeb in your marketing
#20. Submit media releases to your trade groups and local newspapers
#21. Write a letter to the editor or op-ed piece
#22. Host or be a guest on local radio, TV or web based show
#23. Teach a class or lead a webinar
#24. Encourage employees to recommend you to others and within their social media channels
#25. Barter/trade with the local media
#26. Offer referral fees or discounts for those who send people to you
#27. Blog on topics related to your industry
#28. Engage people on FB, and online with special updates and offers
#29. Create a YouTube channel with approved client testimonials
#30. Stay visible within the community and donate products or services for fundraisers
#31. Ask those you currently do business with to consider working with you
#32. Hire friendly people that engage people and aren’t rude
#33. Have a pro answer your phones
#34. Get back to people quickly
#35. Make sure your website is easy to navigate
#36. Create a client-of-the-month recognition program
#37. Offer special bonuses/pricing for your VIP customers
#38. Provide free shipping or delivery to save time
#39. Take a key customer or referral partner out for coffee or a meal
#40. Survey your customers to find new ideas
#41. Make it right when you screw up as negative word-of-mouth can cause huge damage
#42. Always be listening for new ideas and tips from peers to keep improving
#43. Roll out something “New” at least once a quarter to keep things fresh in your business
#44. Always seek out logical joint ventures and new distribution partners
#45. Be friendly and look sharp – duh!
#46. Create a special report, guide or white paper to educate and differentiate yourself
#47. Share links or websites of interest with your top customers, prospects, and referral partners
#48. Say ‘Thank You’ and look people in the eye when they do business with you
#49. Feature your best customers in your newsletters, eletters and other marketing pieces
#50. Get rid of customers that are too difficult to please and focus more time and energy on those who value what you offer/provide

“Pick your favorite 3 ideas to build your business and start implementing them today!”

Tony Rubleski
Mind Capture
616-638-3912
www.mindcapturegroup.com

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Southwest Airlines: Quick Turn Arounds (Case Studies of Great Companies)

by John Gifford - June 12th, 2014

1. Overview

Modeling after the California intra-state airline, Pacific Southwest Airlines, entrepreneur Rollin King and lawyer Herb Kelleher started Southwest Airlines in 1967.

Southwest Airlines’ goal was to make life simpler for travelers who wished to travel the distances between Houston and Dallas-Fort Worth and San Antonio. The need was there, the Texas economy was booming, and the business model made eminent sense.

However, the existing entrenched power base was not willing to relinquish its control of the the Texas airline market uncontested. Kelleher suspected as much, and was determined to raise twice his initial figure of $250,000 venture capital, because of the likelihood of a prolonged fight to get Southwest off the ground. It turned out to be even more difficult a proposition than even Kelleher imagined.

Kelleher filed Southwest’s application to fly between Dallas, Houston, and San Antonio with the Texas Aeronautics Commission (TAC) on November 27th, 1967, and on February 20th, 1968, TAC approved the application. However, the day after TAC voted for approval, Braniff, Trans-Texas, and Continental successfully filed a restraining order to keep Southwest from flying, arguing that the markets were already saturated; the restraining order was upheld in the intermediate appellate court but was over-ruled in the Texas Supreme court.

Four years after its incorporation, Southwest was finally ready to fly. On June 18th, 1971, Southwest was finally off the ground, in spite of additional efforts by existing airlines to keep it grounded.

Southwest differentiated itself from the other airlines, especially in its excellent customer service, lower fares, and in its use of older, smaller, close-to-downtown airports which were more convenient for business travelers.

The key factors in the early years for Southwest’s success were:

1) Profitability
2) 10-minute turn-around
3) Steady growth rate
4) Low debt; low leveraging
5) Outstanding stock performance
6) Lowest fares
7) Market dominance
8 Most productive work force
9) Low turn-over
10) No furloughs
11) Highest customer service ratings
12) Cancels fewest flights
13) Best safety record
14) Youngest fleet
15) Most emulated

In 1978, airlines and the newer airports (shunned by Southwest) made their influence felt once again, this time through legislation, spear-headed by congressman James Wright. Ultimately, this legislation’s impact was gradually mooted.

Out of this early contentious history of Southwest Airlines came a fighting attitude of us vs. them, a spirited, passionate belief in the mission they represented which was giving people the “Freedom to Fly.” This was a unifying force for both employees and customers as Southwest made it possible for “the common man” to fly.

2. Focal Strategy: Key Metrics and the 10-minute turn-around

Out of necessity, Southwest mastered the capability of the 10-minute turn-around of their planes. In September of 1971, Southwest had four 737′s to cover all their routes. When a federal district court ruled that Southwest could not fly charters outside Texas, the fourth plane became a financial liability.

In order to service their routes with just three planes, it became necessary for quick turn-arounds. No one thought they could do 10-minute turn-arounds, but they did, enabling them to make do with just three planes. The quick turn-around became a strategy for economy, as well as on-time performance.

At the present time, metrics still play a large part in Southwest’s success and customer service excellence. The four key measures that Southwest Airlines tracks are:
read full article »

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