Author: Complete Controller

The concept of digital marketing is evolving and progressing rapidly. These changes have made it challenging for marketers to distinguish themselves when strategizing their campaigns. The best working channels, tonality, marketing method, and other factors are all part of the campaign that needs attention. The concerns are endless, but the answers are simple if you know where to look.

Below are various success stories that tell you about the campaigns that worked and can help you learn and shape your success similarly.

Campaign # 1 –Heineken – Story with Triggers

Heineken has chosen an exciting way to tell his story. Instead of focusing on the narrative of an individual or a single person, his brand used political instability and conflicts that were trending on the news to draw people’s attention. The reps set by Heineken had people state their perspectives on factors like feminism, transgender people, and issues like global warming. After that, the individuals with opposing views were asked to complete various tasks. After completing the tasks and interviews watched, the pairs were told to discuss the differences over a beer or leave. The video garnered more than 17.7 million views with millions of shares and engagements on social media.

The lesson learned was that storytelling and narrations that inspire emotional responses could go viral. You do not need to focus on the brand to get attention, but there is a way to reintroduce your brand to allow more people to engage with the central idea that you could settle your differences over a beer.

Campaign # 2: Tena – Create A Safe Space for a Brand

Every brand cannot remain socially comfortable during its campaign run. One reason for this discomfort may be that brands quickly shy away from social media. Tena, an adult incontinence brand, decided to take its product to new heights by creating a safe place for consumers to share their challenges.

Not everybody talks about this brand comfortably, which is why Tena decided to cash in on the condition. The company’s YouTube channel had a blend of unique videos with tips and humor. Tena took the tips to new levels by introducing an app related to incontinence. It allowed the audience to talk about their conditions and encouraged engagement easily.

The lesson learned here is that social media could play a vital role for people with the same challenges and issues. Even if those issues are too embarrassing to discuss, they have a surety that there is a safe place for them to discuss.

Campaign # 3: Single Grain and Eric Siu – Multi-Channel Marketing

There is no single channel or forum to share your content. It takes multiple channel efforts to ensure you create brand awareness. Single Grain Chief Executive Officer Eric Siu used this idea to generate content across a number of platforms. It included a podcast where he co-hosted a show with another digital marketing guru, Neil Patel. It gave Single Grain a stronghold over multiple areas, including YouTube, where tactical ideas were shared between business owners and marketers.

The lesson learned here was that your customers use different platforms, so you must make yourself available to all. People also respond differently in each domain, and you must reach them as they prefer. Restructuring your campaign in multiple areas gives you the visibility needed and gathers value for your customers to save time and money.

Conclusion

The three campaigns mentioned above showed us that you must remain creative to grab the client’s attention. Your clients are everywhere, and you must ensure your campaign has everything they prefer. You are here to solve various problems, and you must put your best self forward to get the desired results and make the campaign a success.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

With the growth of digital marketing, ad fraud, viewability, and ad blocking remain significant issues for marketers and advertisers. Fraud has no limits and moves across marketing channels, whether desktop, mobile, or social media. Several brands faced ad fraud running on different channels with objectionable content. On one side, where desktop ad fraud has reduced, mobile app violations are increasing.  

What are Ad Fraud, Viewability, and Ad Blocking? 

The term “ad fraud” refers to the false or negative representation of digital advertisements, clicks, and conversions to earn revenue. On the contrary, viewability is the metric in online advertising used to track ad impressions viewed by real humans. Ad blocking, also known as ad filtering, implements the software capability to prevent online advertisements on a web page. One can also practice ad blocking through browser extensions or other methods. Ad fraud, viewability, and ad blocking seem similar but are different from each other.   

Non-Human Traffic (NTF) and Invalid Traffic (IVT) 

Another term for no-human and invalid traffic is bots and software programs. The botmaster remotely controls these bots to load web pages, scrolling pages, fake house movements, and prevent fraud detection. Bots earn billions of dollars by generating ad impressions by web page loading and exchanging them with advertisers who want huge volume and high performance.

Mobile emulators create bots that perform downloading, installing, and mobile utilization for ad fraud commitment. These bots also perform various activities, including login and password harvesting, recording motions and touch events, and listening to private conversations.

You might wonder how these bots can access your personal information or conversation. For example, the flashlight app may ask permission to turn on your microphone. Many online sellers do not wait for human visits; they buy traffic through ad fraud, viewability, and ad blocking.

Ad Stacking and Pixel Stuffing 

People involved in ad fraud, viewability, and ad blocking focus on earning money as soon as possible and do not get stuck on a single website. Instead, they use ad stacking, where they stack 10 to 20 ads on top of each other in a single ad slot. This method increases the number of ads they sell for each web page loading due to bot traffic.

Advertisers bidding on ads cannot duplicate bid requests twice and drive bid prices when they bid against themselves. This ad stacking and pixel stuffing method generates higher profit for fake websites.  

Forced Redirects 

Another dominant fraudster behavior is that they are impatient and do not wait for organic visits. Instead, they prefer forced redirects and visits to their fake websites. They use pop-ups and pop-unders to get forced visits to their sites. These actions do not involve any humans, and redirects are part of an automated process.

The malicious codes are used on web pages and added into ad slots as malicious ads. Pop-ups and pop-unders automatically load web pages humans do not want to visit intentionally. Ad frauds, cookie stuffing, or affiliate frauds use the tactics of page loading. The extent to which the traffic is redirected to a webpage is not specific but can increase the page views.

Falsifying

Fraudsters usually cover their tracks and become undiscoverable to continue practicing fraud operations for a longer period. They use residential proxy services to bounce their bot traffic and disguise the data center as residential. This method prevents standard fraud detection. Moreover, the bots used for traffic generation and website clicks are represented well.

Fraudsters also modify viewability features to make non-viewed ads look fresh. Through this step, fraudsters ensure that all the fake ads are 100 % viewable most of the time. By falsifying the placement reports, they enable ads to appear on legitimate websites.

Viewability

Even though every marketer invests in viewability measurement, some viewability measures are fake or incorrect. Instead of spending money, you can use JavaScript analytics to measure viewability. Remember that you cannot measure human users’ viewability if your browser tab is inactive. Fraudsters are skilled enough to modify these measurements. It is better to measure viewability by yourself when you have opportunities.

Ad Blocking 

Most humans do not like ads; even if they do not hate them, they are annoyed by their quantity and irrelevancy. To avoid these irrelevant ads, people install and use ad blockers. However, bots do not block these ads and reload them. It is a drawback of ad fraud, viewability, and ad blocking that these blocked ads generate revenue for many sellers.

Digital advertising is continuously evolving, but the challenges regarding ad fraud, viewability, and blocking remain central. Fraudsters continue to earn money through different digital mediums, but their fraud practices will not make digital advertising ineffective.  

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

Artificial intelligence has come a long way from how it used to be portrayed in robot movies and the post-apocalyptic machine resurrection of humans. Although many people still similarly think of machine learning, technological innovation has changed the face of the business world in only a short period. Today, artificial intelligence in businesses works alongside humans, streamlining tedious tasks that are time-consuming and require extra resources. 

Artificial intelligence is neither a new concept nor a mainstream idea. It has been part of our business strategies and manufacturing plants for quite a while now. This technological innovation has two major branches: machine learning and deep learning. 

Machine learning is an expert intelligence system that helps businesses process large amounts of data using algorithms, breaking down data in understandable terms for humans. On the other hand, deep learning is a more ingenious intelligence system that digs deeper than simple machine learning and uses reasoning when making decisions. For instance, data analysis programs produce reports, identify trends, and even provide analysis when companies employ. 

Artificial Intelligence in Businesses Today

Artificial intelligence has proven to be a human support tool in business everywhere. More managers and executives are using intelligent systems to devise digital strategies, considering the possible associated risks and avoiding them. Based on essential insights, smart systems also help with forecasting, trend analysis, decision-making, risk management, and brand positioning. 

Companies must know how they think in a world where the customer is king. Although it is impossible to understand what the customer wants, a ballpark idea of the audience helps companies reduce time, money, and other essential resources. Features like chatbots, call centers, and specialized customer services are examples of the artificial intelligence revolution in businesses. Drone deliveries and robot manufacturers are excellent examples of how far artificial Intelligence has come. 

The gaming industry has also benefitted from the evolution of artificial Intelligence. Decision-making attributes have resulted in bots beating the best human players in board games such as Chess, Sudoku, etc. In the medical industry, intelligent systems will scan and image cancer cells and so much more. Similarly, these systems have helped humans identify investing trends and preferences within finance, leading to fintech solutions such as cryptocurrency. 

Production industries have also been booming after the use of artificial intelligence. Businesses have identified customer preferences and tastes in the retail sector and even helped brand managers determine consumer behavior patterns to understand their audience better. Brands have also evolved using insights converted from raw data to create personalized offers for customers, streamline in-store processes, and help the supply chain management system. 

The Benefit of Artificial Intelligence 

Artificial intelligence applications have numerous advantages, especially given how fast technology is evolving daily. However, a few important features it offers businesses are: 

Reduction of Tedious Activities

Human activities such as data collection and trend analysis are automated to reduce human effort. This automation has also reduced human error and resulted in more accurate results. 

Helps with Predictions 

Machine learning and deep learning combined help companies predict what the future holds for them. Decisions such as which product line to launch, which variation to discontinue, and whether You should target a new niche are all possible based on insights from analytical software. 

Risk Management 

Companies can take calculated risks with the help of intelligent predictive programs. Machines can also take risks in place of human beings, for instance, bomb squads that use on-field robots. Companies can also use artificial intelligence in factories that may emit fumes or produce sharp, unsafe objects for humans.  

The Future of Artificial Intelligence 

Although it is difficult to predict the future of artificial intelligence in businesses, most experts predict that expert intelligence will be more exclusive in everyday tasks. They will replace menial tasks and help humans make more meaningful decisions. Industry experts say companies will cater to larger audiences given enhanced and improved manufacturing systems. 

Digital systems are part of our daily lives and have helped humans with inventions. Even today, artificially intelligent systems aid in discoveries and offer opportunities that were not available before. Technologists are required in the new job market in charge of innovative technology systems that have replaced engineers and specialists. 

People are on the fence about deciding whether artificial Intelligence is the way to the future. While they have made daily lives for businesses convenient, they are also responsible for a certain level of unemployment in economies. From the food to the robotic industry, intelligent systems have disrupted the way things used to be, which has pros and cons. 

Conclusion

In a nutshell, artificial intelligence in businesses has caused disruptive changes and given managers the freedom to focus on creative solutions. Without repetitive tasks, enterprises have more free time to focus on other processes requiring pure human intervention. Additionally, executives make more imaginative, informed decisions, mitigate risks, meet consumer demand, and achieve projected company targets much better than before, thanks to more innovative technology systems.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

The growing technology has eased our routine work on one side, but on the other end, it has also increased the threats to one’s security. Those advanced businesses that heavily rely on technology for their routine work also face threats to their security in data theft and data breaches. This growing concern and threat have led to the introduction of cybersecurity in business. Nowadays, the cyber security system has gained too much attention in almost every industry as it prevents every kind of data theft. Before knowing cybersecurity is essential for business, you must understand why it is crucial.

What is Cybersecurity? 

It’s a process of preventing and recovering network devices, computer systems, and programs from the trap of cybercriminals. Cybersecurity in business ensures the protection of sensitive data as cybercriminals use different artificial intelligence techniques to hack security controls and access data.

Why is Cybersecurity an Essential Part of Today’s Business? 

Cybersecurity prevents them, whether sensitive data, personal information, health records, intellectual property, or industry-based information. The cybersecurity system precludes a business from data breaching, making it a tricky target of cybercriminals’ data breaching campaigns.  

Cyber-attacks in businesses have reached an alarming rate across the globe. Companies with larger sizes are more prone to these cyber-attacks. However, it doesn’t mean that small and medium businesses don’t fall into this category and are safe from cybercriminals. If a company has its online existence, it can fall into the trap of cybercriminals.

Governments of different states are paying greater attention to bringing cybersecurity into business to prevent data breaches. Additional cyber security methods are used, like user consent for information gathering, maximizing privacy, and hiring a data protection officer.  

Why are Cybercrimes Increasing? 

Although cybercrimes have a broad category, data theft is the most common kind of cybercrime. The primary reason for data theft is the availability of sensitive data on the web via cloud services. Another reason for data theft is the increased damage to industrial power grids.

If your business relies on third-party or fourth-party services for data processing, its low level of cybersecurity can also result in data breaches. The increased harmful use of the internet, the availability of hacks associated with cybercrimes, the profitability of the dark web, and access to mobile devices have made cyberattacks easier.

Impacts of Cybercrimes 

The profound impact of cybercrimes has necessitated incorporating cybersecurity measures in businesses, underscoring the critical importance of safeguarding digital assets. The consequences of cyber threats are significant, ranging from the theft of organizational information and intellectual property to the economic costs associated with repairing and recovering compromised systems. 

Additionally, data breaches pose a severe risk to customer trust, potentially leading to the loss of current clients and hindering acquiring new customers who may turn to more secure alternatives. 

Moreover, the repercussions of data breaches extend to regulatory consequences, exposing businesses to potential sanctions and fines due to stringent data breach laws. As a result, prioritizing cybersecurity has become imperative to mitigate these adverse effects and ensure the resilience of business operations in the face of evolving cyber threats.

Measures to Protect the Business From Cybercrimes 

Educate Your Staff

Human error is the leading cause of an organization’s data breaches. If staff can prevent these cyber threats, many cyberattacks will not occur. Educational programs may focus on increasing cybersecurity in businesses and restricting unnecessary information passed to anyone.

Sensitive Data Protection

Continuous monitoring of third- and fourth-party risks can limit data breaches. It is essential to address data leaks, as they will give cybercriminals access.

Third-Party Risk Management 

Design a third-party risk management solution as it is essential to maintaining data privacy.  

Technological Advancement 

Technological integration is necessary to ensure cybersecurity in business. Some cybersecurity measures may include encrypted connections, firewalls, and data leak protection. Spam filters can also protect employees from getting phishing emails. You can also consider email scans and preventive measures against email spoofing. Antivirus software must be used and updated to ensure systems’ security.

Data Backup 

Data backup is a crucial element in cybersecurity. Keeping data on backup helps recover it in case of a system failure. You must back up all a business’s sensitive files in an offline storage facility. This will prevent your company from paying a ransom in case of data loss.

Investment in IT 

The importance of investing in the IT department is the same as the importance of cybersecurity in business. A well-trained IT staff prevents the company from falling prey to cybercriminals.

Passwords 

Weak passwords are easy to hack and are the primary cybersecurity threat. Therefore, businesses must use strong passwords to ensure greater security.

Conclusion

In the end, cybersecurity can only be appropriately implemented when businesses recognize their needs and the level of security they require. Cybersecurity in the industry is a crucial aspect to consider.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

An association can acquire numerous upper hands by building a market share pipeline environment. First, assembling a solid, differentiated workforce is an excellent method. While variety objectives and drives may have been viewed as a trend or window dressing by some inside the local business area, the worth of variety and its positive effect on reality is currently an all-around demonstrated truth. 

An ever-increasing number surely know this reality of huge worldwide organizations. Suppose you’re not drawing in nearby variety gatherings, veterans, ladies’ discussions, or other different segment gatherings. In that case, your ability pool will pass up fundamental wellsprings of the ability it takes to prevail in the present worldwide commercial center. 

How to Build a Pipeline Strategy to Win Market Share and Beat Your Competition

When your association comprehends the worth of a market share pipeline environment, it’s imperative to understand what it should resemble. For instance, when discussing the absolute requirement for variety, applying the idea of variety to the different sorts of recruits is essential. Your whole ability universe includes full -and low-maintenance enlists, impermanent recruits, and an independent labor force, so you should be set up to foster your sources appropriately. 

For instance, temp recruits can be curated through workloads and staffing offices. At the same time, full-time enlists are commonly found utilizing inactive up-and-comer sourcing, worker references, and your pool of previous representatives.

It bears referencing that the most integral asset you can have regarding building your ability pipeline is an ability compartment, which you can find out in additional detail here. An ability holder is a data set of curated applicants from many of your ability sources. Applications should be your final initial step and a significant achievement in building your market share pipeline system.

Along these lines, we should envision you’ve effectively persuaded your association of the benefit of fostering a genuine ability pipeline biological system, and you’ve ventured out by building your ability holder. What’s next? There are three fundamental advances.

Recognize all Your Ability Sources and the Devices You Need to Oversee Them

It’s commonplace for endeavors to have various sources of clergyman ability across all specialty units. Regular market shareability sources incorporate your organization’s profession page, where up-and-comers can apply straightforwardly, paid occupation sheets, representative references, provider up-and-comers, latent up-and-comer sourcing vocation fairs, and grounds enlistments. 

Today’s most significant test undertakings are to gather these sources into a solitary data set or ability compartment by incorporating all your divergent endeavor frameworks to collect all your applicant information. On the off chance that you take a gander at these information sources cautiously, every one of these sources typically has a place with your HR or acquirement divisions.

Arrange, Tag, Sort, and Keep the Information Coordinated

When all competitor information is curated from your different sources, it ought to be labeled and coordinated by an essential range of abilities, area, work inclination, pay rate, industry aptitude, long periods of involvement, movement status (if appropriate), and numerous other valuable classes that will help you sort and rank applicants. The more organized market share competitor information you have, the more exact your up-and-comer arranging and positioning interaction will be.

Fabricate an Ability Persona — Including Specialized Abilities, Work Fitment, and Character Qualities

The main piece of up-and-comer examination is to direct a specialized and occupation fitment investigation. Finding and curating ability is significant. However, it’s just an initial phase in your quest for market shareability. Your next task is to survey an applicant’s fitment for the work. Notable up-and-comers must have specialized abilities and character characteristics coordinating with the job, just like your association. Average sets of expectations may effectively coordinate with catchphrases with competitor resumes. 

However, a more modern methodology should incorporate different specialized factors like the recurrence of watchwords, geocode area planning, watchword significance coordinating, and other methods for examination. 

Refined calculations are fit for planning character qualities to sets of expectations to distinguish up-and-comer fitment as far as commitment among groups, up-and-comer strength, and work-from-home similarity — and those are only a couple of the numerous up-and-comer bits of knowledge that innovation can give to help you track down the most outstanding ability for the work. 

With the correct instruments, you can undoubtedly win a market share structure, a persona that will convey excellent up-and-comers from your pool of market share competitors.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

There are expectations where both entities are tangled into one. The business basics are built around one uniting category to set the intentions and goals visibly. This discrepancy allows people to decide the accompanying tools that must be chosen to enhance business experiences and positively contribute to the comfort of running the business entity.

Most of the service-based ventures are labor-intensive. The business revolves around being packaged as retailing expertise in a particular field or the actual engines that produce the anticipated outcome.

Either way, the attention, efficiency, quality, and detail exercised within the business will make or break your business into the revenue-mixing mechanism. The cost factor is calculated by offering the time frame required to do a service or provide a particular project’s content. Profit is generated, so the individual elements in the business entity’s cost by the labor-intensive tool offer a suitable base for calculating profits and prices reasonable to demand.

On the other hand, you can also calculate the value of the service based on the value of the service provided in consultancy volume, which evaluates in contrast to the insights the said services will bring to the company to make a creating system that’s how a company can save or be more cost-effective.

Do Your Research

A customer’s perception of a company is significant to an organization’s progress. Identifying the appropriate service-based one is essential to suit the individual’s needs best. To provide good service, make quality the prime concern of your business entity, mainly if revenue-earning power depends on just this one factor.

Market research is usually the best way to recognize companies with decent track records and proficiency in delivering their promises. This information can be sourced worldwide since these organizations can actively share their achievements with interested parties.

It’s also an excellent platform for clients and competitors who are potential enough to note the presenting service-based company’s merits.

 The process ensures the successful output stage where the desired results are more than sufficiently met.

Marketing Skills

Here are some tools that can assist any person intending to beef up their marketing skills.

Using such online tools as much as possible to promote your business or your product is one way to improve your marketing skills.

Create Your Website

Creating your website may be challenging for people who aren’t entirely internet savvy. However, it’s not a formidable task. Just think about all the traffic and audience you can attract. Having an online presence can change a lot for your business, and that too, in a good way.

The cost has always been and will continue to be a factor for every business; it would be advisable to avoid cheaper and inexperienced ones since this may cost in the future.

Customer Service

Making sales can be the only step to building a healthy relationship, which eventually contributes to the success or failure of any business. Paying attention to customer service offered is crucial to cementing the desired success rate.

Taking customers for granted is the most common mistake businesses will make. This act is particularly evident when a company has expanded to a successful and comfortable level. Forgotten customers are the ones who bring the business to its height in the first place.

Happy Customers are Loyal

One of the essential things about treating customers is paying them attention and giving them the respect they deserve. Sometimes, with just these favorable treatments, the defining factor keeps the customers returning, even if your products are not quite the best in the market.

All in All

We hope this blog gives you the courage and ideas to start your business and grow a successful online presence. It is essential to learn and do your research before you take a step. Good Luck!

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

In this era, most businesses pay greater attention to employer branding than products and services. Employers are more interested in knowing how worthy they are working instead of learning how good their products and services are. Many successful organizations, including Google, L’Oreal, and IKEA, have shifted their focus to employer brands and invest in employees’ well-being. If you are considering starting from scratch, here are some ways to help you.  

What is Employer Branding?

Employer branding is simply a way of marketing your organization in front of desired job seekers. In today’s competitive world, holding a positive brand image is impossible. Without this, recruiting and retaining the best talents is challenging for many companies. For the smooth running of your business, you need a talented and results-oriented workforce that can fulfill your goals.

One of the best ways to retain them is by leaving a long-lasting and great impression on your company. By portraying that your organization has the best working environment, there are higher chances to grab the attention of job seekers.

Everything from salary packages, additional benefits, and growth opportunities to free hours, paid leaves, and annual events shapes an organization’s culture. The way how you treat your employees has a substantial impact on your business reputation. Respect makes your potential candidates stick to your company for longer.

Creating a strong employer brand is like storytelling; the more effort you put into it, the more interested people will be in it. Employer branding is mainly about how you want your business to be known and perceived by job seekers.

Delivering a specific message of your organization helps to attract your target market. Employers must remember that it’s all about how much worth listening to your story is. Satisfied employees are your company’s loudspeakers that build your brand reputation.

In this era of social media, employers can’t control their branding, as user-generated feedback tools allow employees to share their stories and rate an organization.

Employer branding is more destructive than constructive for your business. But the best thing about branding is that it attracts, hires, and retains the best talents. Reputation and branding are about your business’s market perception and the employee value proposition.

Ways to Build Employer Branding

Evaluate your brand awareness and reputation among the successful ways to build employer branding. The first step is to identify your standing. You can assess your brand image through the survey forms and polls of critical stakeholders and target markets. During the survey, the company’s existing employees help provide insights to upscale its image and reputation. This feedback leads to the development of metrics and strategies to improve employer branding.

Besides the specified goals and objectives, every organization must consider the following factors.

• Meeting long-term hiring needs.
• Taking your brand to the international level.
• Differentiate your brand from your competitors.
• Creating brand image at the local level.

Focus on Learning and Development

Learning opportunities are among the essential factors that most job seekers consider while going through several businesses’ profiles. 

Entrepreneurs must pay attention to fulfilling their employees’ expectations regarding learning and growth opportunities.

To integrate learning into current strategies, employers must develop an e-learning landscape that provides growth opportunities. In addition, options with credentials can make a big difference, as they offer certificates to employees. Learning strategies can also enhance your employees’ digital capabilities.

Build Your Brand Value

Organizations that effectively portray their strengths have higher chances of attracting and retaining the best talent. Some brands, such as L’Oréal, went beyond the attraction and dedicated a website for communication with their employees.

Through their websites, brands can reveal their identity, represent their vision, and describe what they offer. Some businesses also use introductory videos to give insights into their work and leave a great impression on job seekers.  

Personalized Experience

The key to successful employer branding is valuing your workforce and making them feel they are not just numbers. Talent progression map, employee recognition, and relationships are elements you need to consider for brand image.

A career roadmap helps employees to have a clear idea of their future progression and advancement. Building employee recognition on digital platforms, including social media, makes them feel appreciated. On the contrary, strong relationships with managers and supervisors enable them to perform their duties more efficiently.

The constantly changing world has shaped employer branding as an organization’s focus. Nowadays, entrepreneurs can’t rely on traditional methods of recruitment and retention. Businesses that pay attention to employee satisfaction can reap employee retention benefits.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

SEO content strategy makes content discoverable on search engines. Earlier content marketing strategies focused on keyword placement to improve viewability, ignoring alternative methods. However, the recent decade witnessed the shift from keywords to other forms of content optimization. Businesses nowadays search for ways to build a content optimization process beyond SEO.

Essential Elements of the Content Optimization Model 

To fulfill the needs of your target audience, you must optimize the content for social media platforms, search engines, and your website. Below are some elements you must consider while designing a content optimization process for your business.   

Intent 

When building an SEO content strategy, you must pay attention to your readers’ minds about which type of content they like. The more you pay attention to relevant topics, the better you will do. Your priority must be providing valuable information to your audience that matches their requirements. Finding a relevant issue that answers the users’ questions is the core component of SEO strategy.

Authority 

While designing a content strategy, you must consider its authority and depth, whether educational, inspirational, descriptive, or entertaining. Authority doesn’t mean adding all the links in a single copy of your content but delivering it through multiple pieces.

To grab readers ‘ attention, your content library must be authentic regarding links, attachments, details, and server-related data. Consumers will stick to your content when they feel they don’t need to search for any other website for specific information. Authority is the foundation of the content optimization process that predicts your website’s rank in search engine result pages (SERP).  

Internal Context 

Internal context is something that portrays your point of view on a topic. It might be information, a comparison, a problem, or a solution. You might be thinking that, what is the use of internal context in your content strategy? When people search for answers to their questions, a clear and different point of view makes your content stand out among the others. Internal context also includes communicating the answers that enhance users’ engagement and readability.

Usually, the audience searching for a relevant answer returns to the search engine after reading the specific lines. However, sometimes, an answer makes them read the whole content with interest. Context is the benefit of internal context in a content optimization process, enabling a user to go through the entire content consistently. In return, your website attains a high ranking.

External Context

The term “external context” seems like the internal context, but it’s not. The external context deals with the appearance of content on different devices’ screens. It takes into consideration how content or a website opens on a mobile or desktop.

In addition to the appearances, it also identifies the data collected from your users, including location, device type, buying history, and others. It is mainly responsible for collecting first-party data, which helps you select social media content and manage different interfaces.  

Description 

A content optimization process must include a description component that explains your content. It helps the search engines to categorize your content and measure its effectiveness. The content is mainly classified into three types, i.e., descriptive, administrative, and structural.

• Descriptive metadata – Descriptive metadata is mainly about intellectual content and explains the resources, identification, and discovery elements in a range. It includes the title, author, published date, abstract, and keywords. It categorizes the content for discovery and locating purposes.
• Administrative metadata – Administrative metadata is about the technical elements of digital content. It includes file type, date and time of file creation, and the process involved in file creation. It also gathers information related to intellectual property rights, such as the owner of the published content and applications of the content.
• Structural metadata – Structural Metadata pays more attention to the essential components of content, such as its organization. It collects the page numbers, chapters, sections, table of contents, and indexes. This type of data helps in connecting one piece of content with another. You have often seen a pop-up notification on your screen, “if you like this product, you will also like that product.”

Technical Aspects 

Try to minimize the technical errors in your content, including load time and mobile view. A well-designed content optimization process keeps an eye on these technical errors.

In a nutshell, a well-built content optimization process is worth more attention than keyword placement and other SEO strategies. Technical aspects not only give your users an outstanding experience but also your business. 

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

Any business wishing to develop is now required to go through digital marketing. The emergence of new media and communication trends forces companies to adapt.

Unlike traditional marketing, digital marketing offers the personalization of the message to deliver. What digital transformation allows the use of data? Using Big data will enable you to understand your target audience better and offer them tailor-made content to meet their needs or questions. Beyond changing how they communicate, companies and brands must rethink their public relations. From now on, they are no longer aimed at mass audiences but relatively niche.

Personalization of Content 

The directives require the user’s consent before delivering advertisements, which shows a constraint as an opportunity. This regulation addresses a consenting public, potentially interested in the message delivered.

The personalization of the content will be more straightforward, as the navigation data freely agreed by the user will allow us to learn more about his profile.

So, whatever the medium, the goal is to meet the specific needs of each user. Cross-channel communication campaigns make it possible to be on all fronts simultaneously. With mobile devices representing ever-larger market shares, it becomes essential to adapt to them. Whether it is a presence on social networks, the creation of a mobile application, or any other medium that meets this format, marketing professionals must integrate this issue into their strategy.

The constant evolution of trends obliges professionals to keep a continuous watch. They must be able to adapt quickly. This personalization of content must meet the expectations of the public. Therefore, we must remain attentive to their needs and questions to ensure we meet them effectively. In this case, interactive content can be very effective. It involves the user by putting him to work—an opportunity to get to know him better while ensuring his attention and loyalty.

Mastering Social Marketing

Social networks remain a vital vector of communication. Although the public is no longer as quickly engaged on Facebook, this vector remains promising for those who intend to retain a community. In addition to the animation and creation of content, sharing, and exchanges, it also becomes necessary to master advertising in these formats.

Social networks limit the organic scope of publications. It becomes necessary to allocate an advertising budget. Mastering native advertising campaigns, therefore, becomes a necessity. The goal is to exist while arousing public engagement. It will then be necessary to design movements subtle enough to drown them in conventional publications.

The need to provide a tailor-made experience adapted to user behavior is apparent. These campaigns offer an excellent return on investment, provided they are well-designed upstream. Even if the competition is fierce, the engagement rate remains relatively high compared to other media. Plus, it becomes impossible to overlook its importance.

Digital Marketing

Digital marketing has taken over the world of marketing. The leading brands know and understand the severity of having an online presence. The sole purpose is to connect with their customers, understand them better, and help them understand your brand better.

A few years ago, marketers poured everything into Facebook organic; unfortunately, Facebook’s reach proceeded to take a nosedive, and the effectiveness of the platform’s paid advertising tech became clear.

Then, we had marketers flocked to the new social media platforms like Snapchat, TikTok, and Instagram. Rapid shifts are among social media platforms. Finding the right digital marketing plan can help take you to more brand awareness, leads, traffic, and sales. Or, in simpler words, why do you do marketing in the first place?

Getting to know your audience better to deliver ever more relevant information or messages is the key to the sustainability of a company’s success. Also, let’s not forget that there are no better ambassadors than satisfied customers, hence the importance of taking care of them by offering them a tailor-made experience.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.

Even if digital retail makes many brands dream, taking precautions before setting it up is essential. It is first necessary to ensure that digital will bring a real plus at the point of sale and that the solutions envisaged are well adapted to the activity sector and the customers. It is particularly wise to take an interest in the importance of relationships and social skills at the point of sale.

It is not a question of replacing sellers and advisers with machines but of accompanying them. Contact remains an essential point for many consumers who go to the store. Similarly, specific population categories are reluctant to use new technologies when shopping or need adapted devices. For example, remember the screen height and the size of children.

Understanding the Needs of Customers

Still, with this in mind, we must be aware that consumers who go to a physical point of sale need to see, touch, or even smell the products. It is why it is risky to opt for an “all-digital” approach. If the terminals allow you to see virtually all the references for a range, this does not mean that you have to drastically reduce the number of products available in-store.

Consumer misunderstanding is another risk inherent in tablets and digital terminals at the point of sale. Not everyone is an expert in connected objects, and a device, however sophisticated, will be useless if consumers fail to use it. Therefore, simple indications on the screen and near the device are essential to guide the user and make him want to use it. The availability of sellers and their education are also critical. What could be more frustrating than a dysfunctional terminal or an application that we do not master without anyone to enlighten us and solve our problem?

Digitalization of Stores

Human resources are, therefore, another critical point in the digitization of stores. Updating the sales team’s skills to use the digital devices accompanying them in the store is essential. Also, it must feel involved and understand the ins and outs of point-of-sale digitalization.

Training is often crucial when you want to equip sellers with touchpads, smartphones or when devices are available to customers. Many questions can then become a discussion: what is digital marketing? Why did the company’s general management and marketing teams decide to integrate these new technologies? How will these digital objects help sell better and faster? How will the sales profession evolve?

Whatever your company’s specialty and size, you are aware that the web offers a considerable opportunity to increase profitability and shape a strong brand image. The digital age is now.

Place Digital Protocols

You can’t digitize your business without planning. It would help if you found a way to make your business impactful. Also, you will have to save your company’s reputation from ineffective programs and protocols. Ineffective programs and protocols lead to a negative response from clients and targeted audiences. You have to exemplify your benefits, not your vulnerabilities. It can be pretty tricky, as every business owner is rushing to digitize their businesses.

Digitize your business methods by implementing the interlinking and interacting strategy. While focusing on documentation, you must find the best way to create, store, edit, transfer, and finalize those documents. You must have the best programs that support your business digitization, and they must be compatible. Make a team that can establish a set of protocols. It must streamline your business digitization, advance the client’s experience, and build staff productivity.

Add Cloud-Based Technologies

Companies mostly use cloud-based technologies such as the Customer Relationship Management (CRM) program and Knowledge Management System (KMS). Integrating such technologies is the aim of developing the best business digitization plan. Using them gives you a centralized location for the expedited management of selected information, such as leads, wikis, and much more.

With these advantages, you should also use cloud-based technologies, but they must rely upon your services. Cloud-based helps you get your clients’ compliments as a response to your offers.

About Complete Controller® – America’s Bookkeeping Experts Complete Controller is the Nation’s Leader in virtual bookkeeping, providing service to businesses and households alike. Utilizing Complete Controller’s technology, clients gain access to a cloud platform where their QuickBooks™️ file, critical financial documents, and back-office tools are hosted in an efficient SSO environment. Complete Controller’s team of certified US-based accounting professionals provide bookkeeping, record storage, performance reporting, and controller services including training, cash-flow management, budgeting and forecasting, process and controls advisement, and bill-pay. With flat-rate service plans, Complete Controller is the most cost-effective expert accounting solution for business, family-office, trusts, and households of any size or complexity.