5 digital marketing modes for business lead generation

5 digital marketing modes for business lead generation

Digital marketing as a general term means using an electronic medium to engage with existing or prospective customers. It is also referred to as 'online marketing' or 'internet marketing'.

There are two forms of digital marketing:

In push digital marketing you (marketer) send a message without the recipient actively seeking the content. Whereas in pull digital marketing the viewer actively seeks your marketing content.

Different modes of Digital Marketing

Email marketing

Email marketing is a method used to broadcast a commercial or promotional message to a group of people. The purpose could be for you to acquire business from new customers, get repeat business from your current customers, build your brand awareness etc. Email marketing can be done to either a list of your current customers or a list of prospective customers. 

Google AdWords

Google AdWords is an online advertising service offered by Google. When a person visits the Google Search Engine to query using a string of words, your ad copy is displayed at the top/bottom/side of the list of results displayed. It uses a bidding method of pricing for appearance & placement which is based on Google’s determination of the relevance of the search query to your ad copy. The selection of keywords is the most important factor in determining the extent of exposure your ad receives and who sees your ad.

LinkedIn Ads

LinkedIn Ads is an advertising solution that allows you to create and place ads on specific pages on LinkedIn’s website. You specify which LinkedIn members view your ads by selecting the target audience: by job title, job function, industry, geography, age, gender, company name, company size, or a LinkedIn Group. When a LinkedIn member among your target audience visits their own LinkedIn page, your ad appears on the right panel of the page. People who click on your ads would be directed to your web page. You control your advertising costs by setting a budget and only pay for the clicks or impressions that you receive.

Facebook Ads 

Facebook ads is a behavioral targeting tool that allows you to show your ad to exactly the people who are most likely to be interested in your product or service. You can target people based on geography, age, gender, their personal interests, preferences etc.

Based on the creative content of your ad it would get ‘likes’, ‘comments’ and ‘shares’ from viewers. When a viewer takes any of the above actions, their friends may see your ad. So it expands the audience for your ads and thus helps in promotion of your product or service. 

Another variation to the above method is to promote a specific post using ‘Boost your post’

Virtual Tradeshow

A virtual tradeshow is a type of virtual event in an online environment that stays live for a particular duration of days or time. It is the online equivalent of a traditional trade-fair or expo. In this case the exhibitors and visitors connect with each other via the Internet, regardless of their physical location.

For promoting your product or services, you take part as an exhibitor in a tradeshow by setting up an electronic virtual booth. Your virtual booth would typically have the imagery of a real-world tradeshow booth with desks and displays. It could have several icons which can trigger different responses upon the click of the mouse. 

Depending on your company’s type of products or services you can use some or all of the above modes for promotion.

3 Ps for pinpointing your company’s unique value proposition

3 Ps for pinpointing your company’s unique value proposition

Companies start with one or a handful of people who have experience in a particular profession or vocation. They initiate a new business upon finding a need in the market and/ or upon having a vision about fulfilling a market need.

Let’s use the below mentioned approach to find your company’s differentiation in the market in relation to its competitors. It will help in pinpointing your company’s unique value proposition.

Draw three intersecting circles as shown in the visual diagram.

Title them as:

1st circle: PROFICIENCY

2nd circle: PROMINENCE

3rd circle: PURPOSE 

In the PROFICIENCY circle: list your company’s professional competencies & core skills.

In the PROMINENCE circle: list your company’s awards, commercial success, industry recognition

In the PURPOSE circle: list your company’s mission, natural motivation, internal values

Analyze the items written in the above three circles to make further modifications/ changes if need be. 

Now in the intersection space of the 3 circles, choose and write 1 or 2 items that interconnect to these circles … aspects that have a connection to each of these circles.

This helps you pinpoint your Unique Value Proposition. It’s your niche in the market where your company has a natural flair to excel. Work on this ‘sweet spot’ to differentiate your company in the market.

Solve systemic challenges using fishbone diagram

Solve systemic challenges using fishbone diagram

The fishbone diagram (created by Dr. Kauro Ishikawa) is typically used for uncovering systemic problems. It is a causal depiction for finding the root causes of a specific challenge or problem. Resemblance to the skeletal structure of a fish is the reason for calling it the fishbone diagram. It’s also called the Cause-and-effect diagram since it reveals the connection from the effect to the cause. Effects can be traced back to root causes by repeatedly asking ‘Why’ questions. Causes are usually grouped into major categories to identify their sources of variation.

Uncovering the possible causes of an effect provides substantial insights on the occurrence. It assists us for finding a solution to that particular challenge or problem.

The fishbone diagram is useful for solving problems such as:

Manufacturing: defects, quality inconsistency, shop-floor safety …..

Business challenges: product innovation, increasing market presence, finding sales leads, finding sources for products, reducing employee attrition rate, improving bottom line, people productivity …..

How to use:

1.     Write the issue or challenge at the tip of the fish’s mouth. This is the effect for which you are trying to uncover the root cause(s).

2.     Towards each end of the branch, write the potential cause of this effect.

3.     Within a particular branch, you may ask appropriate questions to further uncover smaller cause branches.

Grow your Emotional Intelligence to ensure professional success

Grow your Emotional Intelligence to ensure professional success

For professionals, cognitive intelligence comes naturally since it is the driver of their functional excellence. Most professionals score high on IQ - Intelligence Quotient. As professionals gradually move up the ladder and take senior/ management roles, building Emotional Intelligence -  measured as EQ becomes essential. Per my observation it becomes a differentiating factor for their future growth. As one progresses further; they realize that with their Intelligence Quotient (IQ) staying steady at the achieved level, growing their Emotional Intelligence enables them to become effective managers and leaders.

Emotional Intelligence spectrum:

Self-Actualization: perceiving your current strengths & weakness, learning to self-improve, setting &  striving to achieve your objectives, and gaining fulfillment.

Assertiveness: confidently expressing your thoughts & views while being aware of the potential for causing a conflict or opposition.

Interpersonal skills: being sensitive to other person’s situation, collaborating, and developing strong relationships.

Impulse Control: delaying/holding-off the temptation to speak or act, and patiently sorting out the most appropriate response.

Practical Thinking: assessing & checking the reality of the current situation while avoiding to be biased by any false imagination.

Problem Solving: connecting with the subjective & objective elements while solving problems and effectively taking choices/decisions

Flexibility: assessing new conditions, being open to dynamically adapt to them, and accordingly adjusting your behavior.

Resilience: maintaining a positive attitude in hard times, and enduring challenges effectively with an optimistic view for a better outcome.

What is your Leadership style? (self-assessment grid)

What is your Leadership style? (self-assessment grid)

Leadership styles are behavioral traits and personalities which are consistently exhibited by leaders in various situations. Jeremy Tozer explains these Leadership styles in his book “Leading Through Leaders: Driving Strategy, Execution and Change”.

These styles can be divided into 4 quadrants showing the Leader’s predominant style:

• Purposeful

• Inspirational

• Considerate

• Organized

View this self-assessment Grid on Leadership Styles (as per Jeremy’s book)

Purposeful Leader:

- Ensures that results are effective

- Focuses on inventing more than improving

- Challenges norms, anticipates and removes obstacles

- Values intellectual competence

Inspirational Leader:

- Ensures results are in line with values

- Focuses on helping people grow

- Champions the team to achieve results

- Values making a difference

Considerate Leader:

- Ensures that results help people

- Focuses on listening and on sharing information

- Is quick to praise, thank and reward

- Values the individual

Organized Leader:

- Ensures clear objectives, procedures and measures

- Focuses on continuous improvement

- Has a disciplined and efficient approach

- Values logic & physical competence

Leadership Divergence – these are polarities which drive Outcomes

Strategic Leadership         -> Focused on vision, values, mission. Designs changes

Collaborative Leadership  ->  Brings out the best in people. Inspires transformation

Directive Leadership        ->  Clear and firm. Helps overcome inertia

Tactical Leadership          ->  Monitors key task details. Causes incremental improvement

Too Much & Too Little of Leadership Styles

Un-Purposeful Leaders are AIMLESS

Over-Purposeful Leaders are FANATICAL

Un-Inspirational Leaders are DULL

Over-Inspirational Leaders are MESMERIZING

Un-Considerate Leaders are HARSH

Over-Considerate Leaders are GULLIBLE

Un-Organized Leaders are CHAOTIC

Over-Organized Leaders are MECHANISTIC

If you visualize the Leadership Style as a Grid on (x,y) axis, then:

AIMLESS, DULL, HARSH, CHAOTIC would be (0,0) on this (x,y) axis.

If max value of x and y is 3 on this grid, then:

FANATICAL would be (-3,3)

MESMERIZING would be (3,3)

GULLIBLE would be (3,-3)

MECHANISTIC would be (-3,-3)

How to improve Recruitment Quality

How to improve Recruitment Quality

·       Write a job description which gives a realistic preview of the work, and list down the key performance expectations. This gives candidates clarity and attracts those who are seeking this type of role as their next play

·       For broadcasting this job description choose the right medium – one which is frequently visited by candidates that match this type of role

·       Conduct a screening call to find-out whether the candidate has experience in the skills which are mandatory (3 to 5 must-have skills) for performing the role. During this call ascertain whether the compensation expectation matches the offered range

·       For interviewing of shortlisted candidates:

-  Ask detailed questions from the candidate’s recent projects to assess their performance on these mandatory skills. Rate how the candidate’s work and performance matches the job to be filled

-  Pick a ‘challenge’ which the candidate is likely to face in this new role - overcoming which will be critical for successful performance in this job. Ask the candidate to detail a situation in their current job when he/ she faced the same ‘challenge’, what specific actions the candidate took to overcome the challenge, and what was the outcome.

-  Pick 2 to 3 soft attributes required for the role. Ask scenario based questions (what-ifs) about situations needing proper utilization of these attributes. Listen to the candidate’s response and likely actions to be taken. Probe further in case of indistinct/ book-ish answers.

·       When the candidate is answering your questions, listen to the verbal tone and read her/ his facial expression to qualitatively ascertain soft traits such as: motivation, attitude, work ethic, learning ability, team adaptability etc.

Staffing Business: Trends and Opportunities

Staffing Business: Trends and Opportunities

Trends:

· Commoditization: Bulk hire, VMOs will shrink margins (/ fees) for average firms

· Social media usage will grow among Staffing company employees

· RPO & MSP: will be a growing trend as Recruitment becomes more Consultative

· Usage of Mobile Job Apps will ramp-up

Opportunities (& Recommended Action for Growth):

· Improving Recruiting Service level from ‘meeting the expectation’ to ‘exceeding the 

  expectation’  - will help in protecting your margins (/ fees)

· Inbound marketing: Blogging, content sharing etc. - will help in engaging your prospects

· Taking a Consultative approach (versus Transactional) in Recruitment – will help in 

  outperforming your competition

· Providing additional services: resource utilization analysis, conducting performance 

  appraisals, managing surveys etc. - will build value-added differentiation

· Investing in Sales Management and Coaching employees - will help in developing your  

  organization & enabling long-term growth

· Addressing client’s underlying needs in the Human Resource domain – will increase  your 

  visibility and clout inside the client’s C-suite