Reinforce positive beliefs about your brand

As you head into a new month, take a moment to reflect on those accomplishments you made this month, and think about the messages your company is sending to your customers, and consumers in general.  

You know, by this time next year there will be a big switch at Google that affects your website, but this should only be of concern to you if what consumers think about your brand really matters.  It turns out, that Google will no longer process new data as normal.  

How will your marketing team determine what to say to consumers about your brand without data from Google?

One way of making sure your brand "matters" in the minds of consumers is to share with them how much you care, and why you even offer your products and services in the first place.  This might start with crafting the perfect email.  It may be helpful for you to know that 81% of small businesses rely on email marketing to find new customers.

As smartphones and other internet-connected devices have become more widespread, 31% of U.S. adults now report that they go online “almost constantly,” up from 21% in 2015.  – ANDREW PERRIN, MARCH 26, 2021

Target marketing messages with more confidence

Even though we receive all kinds of junk in our email inbox, including SPAM and Phishing scams, the real point of an email is  "a method of exchanging messages between people using electronic devices."  Using the strength of Google Analytics data (knowing what type of individuals are finding your business online), you can target marketing messages not only by a consumers device type (Android, Apple) along with interests they express through their online purchase activities, behaviors and more:

• Age
• Gender
• Language
• Location (City, State)
• Mobile Carrier
• Online Browsing Activities

Install Google Analytics 4 Property Code (GA4)  

None of this really matters if you don't have the New Google Analytics 4 Property Code (GA4) installed on your website.  You won't have the information you need to create email marketing messages that appeal to those new customers you want.  This new version was designed to adapt to a digital ecosystem that is more respectful of user privacy – cross-platform and cross-device.  The machine learning model can even anticipate the future actions that your visitors may take, and improve user engagement analysis.  This goes far beyond just knowing what "keywords" a visitor entered to find your website.

"Some 42% of adults with a college degree or more education go online almost constantly, compared with 23% of adults with a high school diploma or less education." – ANDREW PERRIN, MARCH 26, 2021

Create targeted marketing messages

When Oevae installs the new Google Analytics 4 Property code on your website – we can turn on enhanced measurement and customize reporting to measure visitor interactions with your website content, then use the data to create targeted marketing messages that speak to the concerns of the consumers you desire to have as new customers.  What makes this even better, you can share these same messages in your website content, promotions, brochures, conversations, and social media to build and reinforce positive beliefs about your brand in the minds of consumers.

If your website is already using the Google Analytics Universal Analytics (UA code) it will no longer process new data as normal beginning July 1, 2023. It's better to start preparing now by setting up and switching over to a Google Analytics 4 Property with Oevae.com

Related:
Animated Email Marketing Messages (blog)
Website vs Social Media and Why Build On Your Own Land. First. (podcast)

Make a brand difference.™

How to Attract Entry-Level Employees to Your Dallas Small Business

Finding great employees for your small business is hard enough. When you live in a busy metroplex like Dallas, it can be even harder. As wonderful of a place as Dallas is, employees aren’t always eager to deal with the difficult morning and afternoon commutes. So how can you, as a small business owner, attract entry-level employees to your business?  Try using the following advice to help you find the staff you need.  

Improve Your Outreach

If people down the road haven’t heard of your business, you can’t expect workers in nearby cities to be familiar with it. Improving your company’s marketing can make it easier to attract both customers and employees. Ensure your company has a website and social media presence so potential employees can learn about the business, and consider other ways to increase your marketing. 

One way to boost outreach is through marketing, and Oevae Marketing Consultants can help you determine how to make this work for your business. Additionally, think of ways to enhance your social media or website so that your search for new staff is front and center. You can easily do this yourself by using an online banner creator. The ideal tool offers an array of banner templates, as well as other design assets to punch up your design. 

Know Where to Advertise

Advertising job postings in the right place are essential for reaching your target audience. That means you can’t just stick an ad on Craigslist and call it a day. FitsSmallBusiness.com walks you through the differences between popular online job boards, but there’s no reason to limit yourself to online postings. You can find qualified applicants by attending job fairs and career events, letting nearby university career centers know you’re hiring, and connecting with nonprofits that help people find employment.

Offer Competitive Wages

Dallas has a relatively high cost of living compared to other big Texas cities, so it’s important that your wages match up with the local average in order to be competitive. If you’re not quite sure what to pay, research the average cost of pay for your industry and the job you plan to offer, as well as what similar wages are in the Dallas area. Ideally, you should have a range that’s a comfortable fit for your budget, and that allows you to adjust your offer based on an applicant’s skills and background. 

Provide On-the-Job Training

Not all incentives have to come in the form of cash. You can make your business a more attractive employer by offering benefits that other companies lack. A common complaint from entry-level employees is that companies want experienced workers but aren’t willing to train on the job. While it’s true that internal training does cost money in the form of your own valuable time, it’s a good strategy for recruiting staff even when cash flow is tight. On-the-job training also improves employee retention and reduces mistakes because workers are trained to your company’s specifications.

Permit Flexible Hours

Commuting by public transportation can mean long travel times, especially at peak hours. If an open position doesn’t require a set 8 a.m. to 5 p.m. schedule, consider offering flexible working hours so your employees can avoid transit at rush hour. While not all employers are comfortable letting staff work from home initially, offering remote work as a future option can add to the incentive for entry-level hires. If you are worried about your employees managing their time wisely, you could use time-tracking software. Well-chosen software allows your employees to work from wherever they are, providing them with more job satisfaction, and peace of mind.

Create Opportunities for Growth

Employees are more likely to go out of their way for a company that offers long-term potential. Make it clear to prospective employees what opportunities for growth they’ll find in your company. Depending on your business structure, that could be promoted to a higher position, increased responsibility and pay at the same position, experience in horizontal roles within the company, or opportunities for external professional development.

As the job market fluctuates, it’s getting harder for many businesses to attract and retain quality employees. In order to find the best help for your small business, it’s necessary to stand apart from the competition. By targeting your search and offering the benefits that workers are looking for, you can find the talent your business needs to succeed.

Image via Pexels

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