Written for EO by Jason McCann, a lifelong entrepreneur and experienced founder. You wouldn’t be surprised if I said that customer feedback is essential for a startup. And nobody doubts the connection between long-term customer relationships and success. However, some companies never find a way to fit it all together. Seeking out feedback is one thing. Taking it in, learning from it and translating it into innovation takes intention and commitment. The payoff is well worth it. At my company, customer feedback has been at the core of building and growing the business. Listening to customer input and responding with product tweaks is business 101. However, our success has been driven by going a step further to operationalize how we analyze feedback, so the insights become a guide for future innovation. The ultimate goal is to create a lifelong relationship with a customer that’s a two-way street. We want to give the customer a voice to tell us what’s working and what would improve the product or experience. We also want to show the customer that we’re listening. When we do it well, we drive satisfaction and strengthen our bond with the customer. With satisfied customers contributing up to 2.6 times more revenue compared to their unsatisfied counterparts, understanding what drives their experience with your product is obviously key. Successfully establishing a mutually beneficial long-term customer relationship is what will take your business to the next level. Conveying Authenticity in a Skeptical WorldIn the beginning, it was the early feedback we received from customers that made me realize my startup, VARIDESK, was a much bigger idea than I thought. Of course, this kind of immediate, high-level feedback is critical in understanding what people think of the product and how much they’re willing to pay. But when you continue to engage in authentic dialogue with customers, you can move quickly from gathering information to building a relationship. Customers will spot fake engagement right away. You absolutely can’t seek input when your only objective is sales. That turns customers off and makes them less likely to trust you going forward. Authentic outreach is based on wanting to deliver something that works for the customer. You get there by being willing to hear what they have to say and by responding to their feedback in a genuine way. Sixty-three percent of people prefer to buy from authentic brands. Authenticity must come through in everything you do, including how you ask for input and how you communicate the impact of feedback on your business. When your interactions are based on an authentic desire to understand and serve the customer, the bottom-line improvements will follow. Along with establishing formal ways to capture customer feedback through surveys and data analysis, look for opportunities to engage in conversations. Call a new customer to thank her for her purchase and talk about what’s working (and what’s not). It’s a personal touch that the customer appreciates, and it’s a chance to hear firsthand how your product or service is living up to expectations. I’m amazed at what I learn from customer conversations. I love reading a review and then contacting the person to talk about it. That, combined with survey and focus-group research, is powerful. Even better? Getting to return to a customer to show how the feedback was implemented. Turning Input Into InnovationWhen you establish authentic channels for two-way dialogue with your customers, you’ll discover a pipeline for fresh, creative ideas. In fact, MIT professor Eric von Hippel has done years of research showing that 60 percent of successful innovations come from users. To tap into the gold mine of information strong customer relationships can provide, take these three key steps: 1. Make the ask. With so many effective platforms out there, you’re sure to find at least one that’s effective for your particular company. Try using social media channels, feedback from the customer service team, marketing surveys, or Amazon reviews to determine which option works best for your audience. 2. Find your biggest fans. 3. Analyze before you leap. Tapping into how your customers think can be a springboard for new ideas, as well as an important checkpoint as you continue to develop your product or service. But it won’t happen by default. Prioritizing customer conversations and data gathering is what keeps innovation flowing, so don’t miss the boat. A lifelong entrepreneur, Jason McCann has over 20 years of experience building and running successful companies. As founder and CEO of VARIDESK, Jason’s mission is to help companies reimagine the workspace. VARIDESK started with one innovative product and has grown to be a global leader in workspace innovation with products found in over 120 countries. The post How to Build Authentic Customer Relationships That Spark Innovation appeared first on Octane Blog – The official blog of the Entrepreneurs' Organization. via Octane Blog – The official blog of the Entrepreneurs' Organization https://ift.tt/2MJSrgY
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Written for EO by Kamy Anderson, an ed-tech enthusiast who writes on emerging technologies in the areas of corporate training and education. Digital natives entering today’s workforce expect companies to provide them opportunities for professional development and learning. In fact, a whopping 94 percent of employees would stay with a company longer if it invested in their careers. Adopting the latest trends in learning allows organizations to empower their staff in effective and relevant ways. Shifting TrendsCurrently, over 35 percent of the U.S. workforce consists of technology-reliant millennials. By 2030, they will make up about 75% of the entire workforce. Unlike older generations, they aren’t likely to stay loyal to a company that doesn’t meet their needs. If a business fails to provide them with adequate learning opportunities, they are more likely to leave. While classrooms, conferences, and generic training videos have been a mainstay in professional development for decades, the rise of learning management system (LMS) software provides new opportunities for learning. LMS software relies on artificial intelligence that offers data-driven suggestions to learners, provides immediate feedback, and helps improve employee performance. LMS software delivers information in easily digestible chunks. Learning becomes mobile-friendly, intuitive and relevant. Focus on Personalized LearningGeneralized learning is rarely effective. Each learn has his or her own strengths and weaknesses. The learning style that works for some doesn’t work for others. But with AI-powered LMS software, students or employees can learn at their own pace. They can go over the material as many times as they need and skip ahead if they’re already familiar with the topic. This doesn’t just improve the effectiveness of teaching programs, it also allows companies to save money as seminars and out-of-office learning courses become unnecessary. Plus, by utilizing virtual classroom software, employees from all parts of the world can attend the same courses, learn from the same material and gain the same valuable skills. Opportunities for Personal and Professional Development Traditional education is falling out of fashion because both employers and employees are now seeking practical skills and applied knowledge. Without traditional education, the best way to learn is on the job. Virtual classroom software or LMS software provide a simple way for employees to improve their skills and ensure their personal and professional growth. On-Demand TrainingOver 18% of employees work remotely full time, and more than half of all employees work remotely at least once a week. These numbers will undoubtedly continue to rise in the coming years. Remote working makes sense for many companies and employees. Companies can find skilled professionals wherever they are, and employees have greater flexibility. Bringing them in to the home office for classes and seminars is impractical and inefficient, and will only cost you money. This is where one of the most beneficial learning and development trends comes in quite handy: virtual classroom software. Virtual classroom software lets you provide on-demand training to all of your employees, whether they’re working in-house or remotely. Automated Learning Plus a MentorLearning is quickly becoming automated. While once you trainers, now all you need is a skilled mentor and a quality LMS software. Providing mentorship is crucial ingredient for an effective training program. As the software provides the latest best-practices and learning, mentors play the role of guide while also providing accountability. The Bottom LineStaying on top of learning and development trends will keep your company competitive, and your employees at the forefront of your industry. Kamy Anderson is an ed-tech enthusiast with a passion for writing on emerging technologies in the areas of corporate training and education. He is an expert in learning management system & eLearning authoring tools – currently associated with ProProfs Training Maker. The post The Future of Professional Development appeared first on Octane Blog – The official blog of the Entrepreneurs' Organization. via Octane Blog – The official blog of the Entrepreneurs' Organization https://ift.tt/33hNzFs Written for EO by Nico Prins, a communications consultant who specializes in internet marketing. When you read articles by busy CEOs on sites like Forbes or Entrepreneur, you might wonder how they managed to find the time to write the content. After all, if their daily workload is half what you are managing, they’d be struggling to fit in the hours needed to draft a 1,500-word, SEO-optimized article. And you’d be right in many cases! There’s a good chance that the person who wrote the article is a professional ghostwriter. (I can say this with a high degree of certainty because I’ve written a number of articles for founders and c-suite executives.) In this article, I’ll share with you how to find a ghostwriter who can build your authority and help you grow your business. What is a ghostwriter?First, the basics: A ghostwriter is someone who produces material for others without taking any credit. Ghostwriters are best known in the media for penning books for celebrities and politicians. Ghostwriters are more commonly used by c-suite executives to: • Write content for online and offline business publications The ghostwriter will create the content under your name. It’s the kind of thing you’d have gotten in trouble for at college. Why use a ghostwriter?Building your authority as a thought leader won’t happen overnight. It can take 50-plus articles published across multiple sites before you start to see recognition for your hard work. Writing takes time. You need not only a few focused hours to craft the article, but you’ll need the bandwidth to pitch ideas to editors and follow up on queries. A good ghostwriter comes up with content ideas, pitches to editors, and writes top-quality content. Still, even a good ghostwriter benefits from direction and guidance. You need to set aside time to collaborate with your ghostwriter—after all, your name and reputation are on the by-line! The ghostwriter can help you effectively share your experience and knowledge. How to find a ghostwriterYou want a ghostwriter who can match your tone of voice and is easy to work with. Before you hire a writer, I recommend assigning a test so you can assess the quality of their writing. Don’t rely on already published examples, as those have likely been edited by the publication’s staff. I use this template when interviewing a ghostwriter for clients. Also, make sure to review their work. You can find more information on how to hire and manage a ghostwriter in this article on Inc. Set your strategy with a ghostwriterWhen you work with a ghostwriter, you need to set clear business goals. These goals will form the basis of your strategy regarding what publications to target, and the type of content you want to create. For example, your goals while working with a ghostwriter may include:
Each of these goals requires a slightly different strategy. Let’s explore how to approach each next. Use a Ghostwriter to Generate Sales A ghostwriter can help you generate sales by establishing your credibility. Content published with your name in a title like Forbes impresses people. Include links to your articles on your LinkedIn profile. Mention your work in client meetings. You can also leverage these writing opportunities to develop your relationship with a lead. For example, ask a person you want to connect with to add input on an article. The nice thing about this approach is that it’s not “salesly.” It’s a subtle way to start a conversation and to highlight your expertise. Use a Ghostwriter to Become a Public Speaker Getting up on stage in front of your peers at a conference is a proven method for building your authority as a thought leader. A ghostwriter can help you achieve this goal by helping you establish your credibility on a topic and growing your public image. Leverage your articles to reach out to decision-makers at an event you hope to speak at. Use a Ghostwriter to Boost Your SEO Backlinks are a vital part of SEO. At the risk of oversimplifying why they matter, the more backlinks your site has, the higher your site will appear on Google search results. Your ghostwriter should naturally start to acquire these links for you. By working closely with your ghostwriter, you can develop a strategy to help you create links to content you want to rank for. Over time, this can result in an increase in traffic to your site. A good ghostwriter is like your online assistant. They have the time, experience and skills to help get your name not just online, but seen by others through search results. With their connections, a ghostwriter will publish articles under your name on relevant blogs and publications. With a clear strategy in place, a ghostwriter can help you achieve your business goals. Nico Prins is a business consultant and the founder of Launch Space. He helps companies make money by sharing strategies that increase sales through content marketing, CRO and email marketing. The post How to Use a Ghostwriter to Build Your Authority and Generate Sales appeared first on Octane Blog – The official blog of the Entrepreneurs' Organization. via Octane Blog – The official blog of the Entrepreneurs' Organization https://ift.tt/2MBy71o Large-scale data breaches, such as the Equifax hack, are ubiquitous nowadays. But if you think that breaches only affect high-profile companies, then you are mistaken. In fact, three out of five small- and medium-sized enterprises (SMEs) have fallen victim to a cyber attack. Many small businesses that suffer a cyber attack never recover. Can you imagine all of your hard work getting your startup off the ground going to waste like that? Thus, entrepreneurs must protect their startups with strong cybersecurity measures from the get-go. Take these steps to ensure maximum protection for your startup: 1. Understand the risks.The first step is accepting that your startup faces serious threats. Brian Burch, vice president of Symantec, says, “Startups are incredibly vulnerable to cyberattacks in their first 18 months. If a business thinks that it’s too small to matter to cybercriminals, then it’s fooling itself with a false sense of security.” So, what could you come up against in those first 18 months? We’ve mentioned data breaches. If your startup stores sensitive data, such as financial information, you could be a target. There’s also the risk of malware, or more specifically a ransomware attack. Hackers lock your files and demand a ransom to get them back. Further disruptions could be caused by a DDoS attack, in which hackers overwhelm your systems, rendering your site or servers inaccessible. Any kind of downtime is expensive for small businesses. These are by no means the only cyber risks your startup might face, but they are indeed major ones. 2. Invest in cost-effective solutions.You want to protect your tech, but you don’t have the cyber budget of a large corporation. Sound familiar? Thankfully, there are cost-effective solutions to address this need. You, of course, need the basic toolkit such as a firewall, antivirus and encryption tools, and in some cases, you can get free versions of the software. Another option is security as a service (SECaaS). It’s usually subscription-based, so you don’t have to pay a bunch of upfront costs for software. Plus, it’s scalable meaning you can add greater security as your startup grows. Furthermore, there are technical aspects you can take care of that don’t require any extra costs. For instance, it’s important that you regularly update your existing software as these updates often contain vital security patches. 3. Manage the human element.Unfortunately, it’s not just tech that can be the downfall of your startup. Employees often make simple mistakes that lead to cybersecurity issues. Insider threats are increasingly putting businesses at risk. In some cases, employees inadvertently cause damage. For example, they might accidentally click on a malicious link or even fall for a scam. Cybercriminals often trick employees into sharing sensitive information as part of a phishing scam. The solution to accidental damage is to put strict security policies in place and offer continued training. Remember that cyberattacks affect small companies and startups, as well as large corporations. Your startup may be a target in the early stages. Hence, you must address both the technological and human elements of cybersecurity from the very beginning. Kelly O’Hara is a freelance writer and content marketer who works at Copy Goals. She specializes in SaaS, Marketing and B2B topics. The post Cybersecurity for Startups: How to Protect Your Business appeared first on Octane Blog – The official blog of the Entrepreneurs' Organization. via Octane Blog – The official blog of the Entrepreneurs' Organization https://ift.tt/2KhWo9V |
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