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Are You Committing “Random Acts of Marketing”?

February 10, 2017Lori Rohrbach

Do you have a strategic, targeted company blog with well-defined key performance indicators (KPIs) to evaluate its effectiveness and return on investment? Have you created an editorial calendar for your blog that delineates key topics of interest to consumers and maximizes the knowledge of your subject matter experts? Or, are you committing random acts of marketing when it comes to your company blog?

A “random act of marketing” is when you:

  • Suddenly realize you haven’t published a new blog post in two months so you scramble to get something – anything – posted.
  • Accept any blog post submission from a company employee, regardless of its relevance to your marketing plan.
  • Publish a good blog post, but don’t put forth any effort to get readers.

At best, random acts of marketing cost you money and give you nothing in return. At worst, they damage your company’s reputation by cluttering your blog with less-than-stellar material.

Yes, blogs are conversational in nature. Yes, they are relatively inexpensive in the grand scheme of marketing. Yes, they are easy to post. But that doesn’t mean they should be treated as a “throw away” item. Your blog is a marketing venue: use it well, and it will work for you. Use it to commit random acts of marketing, and it may very well work against you.

By Paula Marolewski

Previous post “Ready, Shoot, Aim” – The Importance of Planning What to Say Before You Say It Next post To Develop Rich Content, Pick Up the Phone

Eight Work-From-Home Etiquette Tips

Eight Work-From-Home Etiquette Tips

 

Whether telecommuting is old hat or something you’ve been forced into as part of the COVID-19 shutdown, here are a few tips to make the experience run smoothly for both employers and employees.

 

Managing expectations

Successful work-from-home strategies always begin with clearly communicated expectations. Make sure your employees have any necessary equipment, tools and resources.  Will they need to track their time? Participate in regularly scheduled meetings? Be available at certain times of day? For employees, know what you’re accountable for and clearly communicate any challenges you’re having.

 

Constant communication

Keep the lines of communication open and be accessible. Check in with employees regularly through apps like Slack, Microsoft Teams, Google Hangouts and Skype, or even an old-fashioned email or phone call. Be genuinely interested in how they’re doing but don’t overdo it. Foster a feeling of trust by not micromanaging.

 

Nine to five…ish

While having a daily schedule is ideal, it may not always be practical right now. Make sure your people know when you need them to be available and try to offer flexibility at other times. They may be juggling school schedules as well as work schedules and working at “off-shift” times may be necessary. Be mindful of employees in different time zones as well.

 

For employees, try to work when you’re at your best, and not when you’re exhausted by kindergarten playtime and fourth grade math. Make sure people know if you will be unavailable at certain times.

 

Taking a break

Getting up and moving clears the head and helps with creativity and problem-solving. Whether it’s a walk around the block or a break for lunch, make time to get away from your desk throughout the day.

 

Signing off

Working from home does not mean being available 24/7. Set an actual end to the workday if possible. Don’t send and respond to messages at all hours. Sign out of messaging apps and close work programs. Understand and respect these boundaries.

 

Location, location, location

When setting up a home office, think about where you will have the fewest distractions – for yourself and for those who may be seeing you and your background on a video conferencing platform. Try to avoid busy spots that may include semi-clad people walking behind you, barking dogs and kids vying for your attention.

 

Conferencing and calls

Be clear about whether you expect people to turn on their cameras during meetings. If so, be clear about how they should be dressed. During calls, mute your phone when you’re not talking to avoid background noise. Headphones can also help with call quality. When speaking, pause frequently so others can participate in the conversation.

 

Social engagement

It’s ok for managers and employees to have some down time together, which may help ward off feelings of isolation. Keep up your normal level of interaction, perhaps with a virtual coffee break or happy hour. Managers should set the tone for how casual to be. Let employees choose what they would like to share, and never pry into areas that were off-limits before.

 

 

Author: Erin Alderfer

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