Author

editor

Browsing

By Sam Altman

My work at OpenAI reminds me every day about the magnitude of the socioeconomic change that is coming sooner than most people believe. Software that can think and learn will do more and more of the work that people now do. Even more power will shift from labour to capital. If public policy doesn’t adapt accordingly, most people will end up worse off than they are today.

We need to design a system that embraces this technological future and taxes the assets that will make up most of the value in that world–companies and land–in order to fairly distribute some of the coming wealth. Doing so can make the society of the future much less divisive and enable everyone to participate in its gains.

In the next five years, computer programs that can think will read legal documents and give medical advice. In the next decade, they will do assembly-line work and maybe even become companions. And in the decades after that, they will do almost everything, including making new scientific discoveries that will expand our concept of “everything.”

This technological revolution is unstoppable. And a recursive loop of innovation, as these smart machines themselves help us make smarter machines, will accelerate the revolution’s pace. Three crucial consequences follow:

  1. This revolution will create phenomenal wealth. The price of many kinds of labour (which drives the costs of goods and services) will fall toward zero once sufficiently powerful AI “joins the workforce.”
  2. The world will change so rapidly and drastically that an equally drastic change in policy will be needed to distribute this wealth and enable more people to pursue the life they want.
  3. If we get both of these right, we can improve the standard of living for people more than we ever have before.

Because we are at the beginning of this tectonic shift, we have a rare opportunity to pivot toward the future. That pivot can’t simply address current social and political problems; it must be designed for the radically different society of the near future. Policy plans that don’t account for this imminent transformation will fail for the same reason that the organizing principles of pre-agrarian or feudal societies would fail today.

What follows is a description of what’s coming and a plan for how to navigate this new landscape.

Part 1

The AI Revolution

On a zoomed-out time scale, technological progress follows an exponential curve. Compare how the world looked 15 years ago (no smartphones, really), 150 years ago (no combustion engine, no home electricity), 1,500 years ago (no industrial machines), and 15,000 years ago (no agriculture).

The coming change will centre around the most impressive of our capabilities: the phenomenal ability to think, create, understand, and reason. To the three great technological revolutions–the agricultural, the industrial, and the computational–we will add a fourth: the AI revolution. This revolution will generate enough wealth for everyone to have what they need, if we as a society manage it responsibly.

The technological progress we make in the next 100 years will be far larger than all we’ve made since we first controlled fire and invented the wheel. We have already built AI systems that can learn and do useful things. They are still primitive, but the trendlines are clear.

Part 2

Moore’s Law for Everything

Broadly speaking, there are two paths to affording a good life: an individual acquires more money (which makes that person wealthier), or prices fall (which makes everyone wealthier). Wealth is buying power: how much we can get with the resources we have.

The best way to increase societal wealth is to decrease the cost of goods, from food to video games. Technology will rapidly drive that decline in many categories. Consider the example of semiconductors and Moore’s Law: for decades, chips became twice as powerful for the same price about every two years.

In the last couple of decades, costs in the US for TVs, computers, and entertainment have dropped. But other costs have risen significantly, most notably those for housing, healthcare, and higher education. Redistribution of wealth alone won’t work if these costs continue to soar.

AI will lower the cost of goods and services, because labour is the driving cost at many levels of the supply chain. If robots can build a house on land you already own from natural resources mined and refined onsite, using solar power, the cost of building that house is close to the cost to rent the robots. And if those robots are made by other robots, the cost to rent them will be much less than it was when humans made them.

Similarly, we can imagine AI doctors that can diagnose health problems better than any human, and AI teachers that can diagnose and explain exactly what a student doesn’t understand.

“Moore’s Law for everything” should be the rallying cry of a generation whose members can’t afford what they want. It sounds utopian, but it’s something technology can deliver (and in some cases already has). Imagine a world where, for decades, everything–housing, education, food, clothing, etc.–became half as expensive every two years.

We will discover new jobs–we always do after a technological revolution–and because of the abundance on the other side, we will have incredible freedom to be creative about what they are.

Part 3

Capitalism for Everyone

A stable economic system requires two components: growth and inclusivity. Economic growth matters because most people want their lives to improve every year. In a zero-sum world, one with no or very little growth, democracy can become antagonistic as people seek to vote money away from each other. What follows from that antagonism is distrust and polarization. In a high-growth world the dogfights can be far fewer, because it’s much easier for everyone to win.

Economic inclusivity means everyone having a reasonable opportunity to get the resources they need to live the life they want. Economic inclusivity matters because it’s fair, produces a stable society, and can create the largest slices of pie for the most people. As a side benefit, it produces more growth.

Capitalism is a powerful engine of economic growth because it rewards people for investing in assets that generate value over time, which is an effective incentive system for creating and distributing technological gains. But the price of progress in capitalism is inequality.

Some inequality is ok–in fact, it’s critical, as shown by all systems that have tried to be perfectly equal–but a society that does not offer sufficient equality of opportunity for everyone to advance is not a society that will last.

The traditional way to address inequality has been by progressively taxing income. For a variety of reasons, that hasn’t worked very well. It will work much, much worse in the future. While people will still have jobs, many of those jobs won’t be ones that create a lot of economic value in the way we think of value today. As AI produces most of the world’s basic goods and services, people will be freed up to spend more time with people they care about, care for people, appreciate art and nature, or work toward social good.

We should therefore focus on taxing capital rather than labour, and we should use these taxes as an opportunity to directly distribute ownership and wealth to citizens. In other words, the best way to improve capitalism is to enable everyone to benefit from it directly as an equity owner. This is not a new idea, but it will be newly feasible as AI grows more powerful, because there will be dramatically more wealth to go around. The two dominant sources of wealth will be 1) companies, particularly ones that make use of AI, and 2) land, which has a fixed supply.

There are many ways to implement these two taxes, and many thoughts about what to do with them. Over a long period of time, perhaps most other taxes could be eliminated. What follows is an idea in the spirit of a conversation starter.

We could do something called the American Equity Fund. The American Equity Fund would be capitalized by taxing companies above a certain valuation 2.5% of their market value each year, payable in shares transferred to the fund, and by taxing 2.5% of the value of all privately-held land, payable in dollars.

All citizens over 18 would get an annual distribution, in dollars and company shares, into their accounts. People would be entrusted to use the money however they needed or wanted—for better education, healthcare, housing, starting a company, whatever. Rising costs in government-funded industries would face real pressure as more people chose their own services in a competitive marketplace.

As long as the country keeps doing better, every citizen would get more money from the Fund every year (on average; there will still be economic cycles). Every citizen would therefore increasingly partake of the freedoms, powers, autonomies, and opportunities that come with economic self-determination. Poverty would be greatly reduced and many more people would have a shot at the life they want.

A tax payable in company shares will align incentives between companies, investors, and citizens, whereas a tax on profits does not–incentives are superpowers, and this is a critical difference. Corporate profits can be disguised or deferred or offshored, and are often disconnected from share price. But everyone who owns a share in Amazon wants the share price to rise. As people’s individual assets rise in tandem with the country’s, they have a literal stake in seeing their country do well.

Henry George, an American political economist, proposed the idea of a land-value tax in the late 1800s. The concept is widely supported by economists. The value of land appreciates because of the work society does around it: the network effects of the companies operating around a piece of land, the public transportation that makes it accessible, and the nearby restaurants, coffeeshops, and access to nature that makes it desirable. Because the landowner didn’t do all that work, it’s fair for that value to be shared with the larger society that did.

If everyone owns a slice of American value creation, everyone will want America to do better: collective equity in innovation and in the success of the country will align our incentives. The new social contract will be a floor for everyone in exchange for a ceiling for no one, and a shared belief that technology can and must deliver a virtuous circle of societal wealth. (We will continue to need strong leadership from our government to make sure that the desire for stock prices to go up remains balanced with protecting the environment, human rights, etc.)

In a world where everyone benefits from capitalism as an owner, the collective focus will be on making the world “more good” instead of “less bad.” These approaches are more different than they seem, and society does much better when it focuses on the former. Simply put, more good means optimizing for making the pie as large as possible, and less bad means dividing the pie up as fairly as possible. Both can increase people’s standard of living once, but continuous growth only happens when the pie grows.

Part 4

Implementation and Troubleshooting

The amount of wealth available to capitalize the American Equity Fund would be significant. There is about $50 trillion worth of value, as measured by market capitalization, in US companies alone. Assume that, as it has on average over the past century, this will at least double over the next decade.

There is also about $30 trillion worth of privately-held land in the US (not counting improvements on top of the land). Assume that this value will roughly double, too, over the next decade–this is somewhat faster than the historical rate, but as the world really starts to understand the shifts AI will cause, the value of land, as one of the few truly finite assets, should increase at a faster rate.

Of course, if we increase the tax burden on holding land, its value will diminish relative to other investment assets, which is a good thing for society because it makes a fundamental resource more accessible and encourages investment instead of speculation. The value of companies will diminish in the short-term, too, though they will continue to perform quite well over time.

It’s a reasonable assumption that such a tax causes a drop in value of land and corporate assets of 15% (which only will take a few years to recover!).

Under the above set of assumptions (current values, future growth, and the reduction in value from the new tax), a decade from now each of the 250 million adults in America would get about $13,500 every year. That dividend could be much higher if AI accelerates growth, but even if it’s not, $13,500 will have much greater purchasing power than it does now because technology will have greatly reduced the cost of goods and services. And that effective purchasing power will go up dramatically every year.

It would be easiest for companies to pay the tax each year by issuing new shares representing 2.5% of their value. There would obviously be an incentive for companies to escape the American Equity Fund tax by off-shoring themselves, but a simple test involving a percentage of revenue derived from America could address this concern. A larger problem with this idea is the incentive for companies to return value to shareholders instead of reinvesting it in growth.

If we tax only public companies, there would also be an incentive for companies to stay private. For private companies that have annual revenue in excess of $1 billion, we could let their tax in equity accrue for a certain (limited) number of years until they go public. If they remain private for a long time, we could let them settle the tax in cash.

We’d need to design the system to prevent people from consistently voting themselves more money. A constitutional amendment delineating the allowable ranges of the tax would be a strong safeguard. It is important that the tax not be so large that it stifles growth–for example, the tax on companies must be much smaller than their average growth rate.

We’d also need a robust system for quantifying the actual value of land. One way would be with a corps of powerful federal assessors. Another would be to let local governments do the assessing, as they now do to determine property taxes. They would continue to receive local taxes using the same assessed value. However, if a certain percentage of sales in a jurisdiction in any given year falls too far above or below the local government’s estimate of the property’s values, then all the other properties in their jurisdiction would be reassessed up or down.

The theoretically optimal system would be to tax the value of the land only, and not the improvements built on top of it. In practice, this value may turn out to be too difficult to assess, so we may need to tax the value of the land and the improvements on it (at a lower rate, as the combined value would be higher).

Finally, we couldn’t let people borrow against, sell, or otherwise pledge their future Fund distributions, or we won’t really solve the problem of fairly distributing wealth over time. The government can simply make such transactions unenforceable.

Part 5

Shifting to the New System

A great future isn’t complicated: we need technology to create more wealth, and policy to fairly distribute it. Everything necessary will be cheap, and everyone will have enough money to be able to afford it. As this system will be enormously popular, policymakers who embrace it early will be rewarded: they will themselves become enormously popular.

In the Great Depression, Franklin Roosevelt was able to enact a huge social safety net that no one would have thought possible five years earlier. We are in a similar moment now. So a movement that is both pro-business and pro-people will unite a remarkably broad constituency.

A politically feasible way to launch the American Equity Fund, and one that would reduce the transitional shock, would be with legislation that transitions us gradually to the 2.5% rates. The full 2.5% rate would only take hold once GDP increases by 50% from the time the law is passed. Starting with small distributions soon will be both motivating and helpful in getting people comfortable with a new future. Achieving 50% GDP growth sounds like it would take a long time (it took 13 years for the economy to grow 50% to its 2019 level). But once AI starts to arrive, growth will be extremely rapid. Down the line, we will probably be able to reduce a lot of other taxes as we tax these two fundamental asset classes.

The changes coming are unstoppable. If we embrace them and plan for them, we can use them to create a much fairer, happier, and more prosperous society. The future can be almost unimaginably great.

By Sam Altman

Sourced from https://moores.samaltman.com

By

Traditional command and control leadership styles are being replaced by Agile management techniques that encourage collaboration and foster accountability.

What is Agile leadership?

Agile leadership is a management style that involves the application of the principles of Agile software development to running teams. Rather than the command-and-control tactics of traditional management techniques, Agile leadership relies on decentralised decision-making, with workers encouraged to take more responsibility.

What are the origins of Agile leadership?

Agile software development itself only has a short history; it emerged in 2001, when a group of developers met in Utah to create the Manifesto for Agile Software Development, which is a set of values for developing software in an flexible, iterative manner.

As Agile development took hold in IT departments, so tech chiefs started thinking about how the approach could be used – not just to create software products – but to lead teams and projects more generally. As this happened, CIOs started talking about the importance of Agile leadership.

SEE: Guide to Becoming a Digital Transformation Champion (TechRepublic Premium)

Over the past decade, the use of Agile as a technique for leading and completing projects has moved beyond the IT department and across all lines of business. The increased level of collaboration between tech organisations and other functions, particularly marketing and digital, has helped to feed the spread of Agile management.

Why has Agile leadership spread so quickly?

In many ways, it hasn’t. CIOs might have been talking about the importance of an Agile leadership approach for more than a decade, but it has been slow to grow. That might be about to change.

Johnson Matthey CIO Paul Coby agrees that CIOs have been talking about the importance of Agile methodologies for the best part of 15 years. But he says agility is now crucial to supporting the business’ almost-continual transformation: “They need agile IT, in the best sense of the word, to support that.”

The challenges of the coronavirus pandemic have led to the adoption of Agile leadership across IT departments and the wider business. The need for rapid digital transformation in all sectors means projects had to be completed by cross-functional teams quickly – and Agile leadership proved a good fit.

Why is Agile leadership so well-suited to digital transformation projects?

When the lockdown came, workers and their managers went home. However, organisations in all sectors still had a huge to-do list: they had to keep operations running and find innovative ways to deal with their business challenges.

Many CIOs report that Agile management has been a great fit for the new working normal – and they’ve adopted leadership approaches to support this shift. Here are some examples:

What are some of the key techniques of Agile leadership?

Although Agile leadership leans heavily on the principles and techniques of Agile software development, such as iteration, stand-ups and retrospectives, it’s probably fair to say that it’s a management style that involves a general stance rather than a hard-and-fast set of rules.

Mark Evans, managing director of marketing and digital at Direct Line, says the key to effective Agile management is what’s known as servant leadership, a leadership philosophy in which the main goal of the leader is to serve.

On the other hand, Elke Reichart, chief digital officer at TUI Group, has coined her own philosophy for effective Agile leadership known as management as a service, which is about being available to make decisions rapidly.

What is undoubtedly true is that Agile leaders are nothing like traditional managers. They’re open-minded, rather than closed, they encourage their teams to make their own decisions, rather than keeping a tight grip on control, and they enjoy the process of learning and reflection, which means embracing failures and celebrating teams successes.

Consultant McKinsey refers to three sets of capabilities for Agile leaders. First, they must transform themselves to evolve new mindsets and behaviours. Second, they need to transform their teams to work in new ways. Third, they need to build the capabilities to transform the organisation by making agility core to the design and culture of the enterprise.

How do business leaders apply Agile management techniques?

Rich Corbridge, CIO at high-street chemist Boots, reflects on how his firm has applied Agile leadership during the past 12 months and says it involves three big elements. First, it’s about how organisations make decisions quicker: “How do we do stuff in small batches and test and learn?”

Second, it’s about establishing growth, mindset and collaboration – that’s to do with getting people to step up, do new things and then create new leaders. “A set of skills across my team has really being exposed by working in this way that we didn’t know existed before,” he says.

Finally, Agile leadership is about closer interaction with the rest of the executive body – rather than formal three-hour meetings every week, C-suite execs at Boots chat every day at 8am and 5.30pm.

“We do two half-hour standups; one at the beginning and one at the end of the day. It’s been an amazing way of getting to know my colleagues and really value what everybody brings to the table every single day,” says Corbridge.

What are the benefits and downsides of Agile leadership?

Agile management produces benefits in two key ways: it gives workers the empowerment that research suggests they crave, and it frees up leaders to focus on higher-level tasks, such as refining strategy and developing new business models.

The obvious drawback of Agile leadership is the potential for a loss of control. As managers empower their teams, so they stop being involved in the minutiae of decision-making processes. Get Agile management wrong and there’s the possibility for chaos and anarchy.

Feedback and iteration, therefore, are crucial to a successful Agile leadership style, just as they are to Agile software development. Good Agile managers don’t use command-and-control to manage their staff, but they do focus on fostering accountability and creating a careful balance between total freedom and micro-management.

What’s the future of Agile leadership techniques?

Agile management is here to stay. First, the technique has proven its value during the COVID-19 crisis – self-empowered teams have produced great solutions to tough business challenges quickly. Second, agile management is a great fit for the future of work, which is likely to involve a blended mix of home- and office-working.

By

Sourced from ZD Net

By

By now, we all know that key to cultivating a creative business — one driven by — is to ask lots of . Warren Berger wrote a best-selling book about this back in 2014, called A More Beautiful Question: The Power of Inquiry to Spark Breakthrough Ideas, which laid out the path to innovation in three parts: Why? What Ii? And how?

A good example of the Why-What If-How paradigm is the origin story of the camera. It started, as Berger explains, with a Why question from the daughter of Polaroid co-founder Edwin Land: Why did it take so long to see the photographs Land had just taken, using a traditional camera? That “why” led to a “what if”: Could he build a darkroom within the camera? And then, “how”: What combination of chemicals and paper would make that magic happen? In 1948 — five years after that first question was asked — the instant camera was born.

Market researchers help companies stay innovative by asking important questions of consumers all the time. But we also know, from experience, that it’s not just what questions are asked, but how they’re asked; in the media maelstrom facing consumers today, many people speed through traditional surveys, doing anything to get to the end.

Here are six things to consider, from context to timing to tone, when building your survey of “beautiful questions,” while ensuring that the experience is both fruitful and enjoyable.

1. Show that you understand the brand personality

Brands that are fun and edgy speak a different language. Take REVOLT TV, Sean “Diddy” Combs’ digital media company dedicated to urban contemporary music. They have a large and very engaged community (which, full disclosure, my company does  with) and use words I barely understand (like “that’s really wig,” which means something so good your wig flies off your head). If I sent one of these REVOLT surveys to some of my colleagues, it might go over their wigs, but the slang and tone makes sense for Revolt’s audience.

2. Mirror the way actual human conversation works

When I’m talking with a friend, there is a natural cadence. One person says something, and the other person responds. (“I really enjoy hiking in the mountains.” “Yeah, hiking is great. What do you like most about it?”) It’s all about listening, then acknowledging what was said. You don’t throw away the research script, but by “piping” part of a consumer’s response back into the next question, you’re keeping them engaged in organic conversation.

3. Make your survey snack-sized

Asking one question doesn’t give you enough to drive much insight, but asking somebody 30 or 40 questions guarantees you lose them forever. Consumers don’t want a survey experience that takes more than two or three minutes — max. While there may be a subset of people, like retirees, who will happily spend hours doing your long survey, just about every other demographic is looking for one that’s short and sweet.

4. Balance ‘things I want’ with ‘things you want’

A meeting host rarely dives into Agenda Item No. 1 without a warmup. A journalist won’t start an without an icebreaker. In any serious conversation, it’s never 100% about business. Think about when you have to give somebody criticism. You offer up a “praise sandwich,” with the negative sandwiched between two positives. Same thing with surveys. Along with the necessary client questions — “the meat” — ask some questions that show you care about the consumer.

5. Be vulnerable and share back

If you expect consumers to give you video feedback, upload a video of yourself and tell consumers something you’ve learned along the research process, particularly how their efforts are helping your client’s business. “Your input is going to drive some huge decisions in our product team,” you might say. Or: “Because of your feedback, we are launching this ad campaign. We want to share it with you first, one day before it is released to the public.”

6. Say thank you

Showing is essential in any business transaction, and research is no different. Maybe you share a fun meme or emoji or a video from an internal team member. Perhaps you make a charity donation in the consumer’s name as a way of saying thanks. These things are not the reasons people participate — not the goal that is driving them forward — but it makes them feel appreciated just the same.

Bottom line: Every engagement you have with consumers is a branded one, including research. So make sure your approach reflects the brand, and make the experience actually engaging.

Feature Image Credit: Omar Osman | Getty Images 

By

Entrepreneur Leadership Network Contributor. Founder and CEO, Rival Technologies

Sourced from Entrepreneur

By Daniel Lubetzky

You have an innovative and differentiated product that has withstood your relentless scrutiny and you are ready to go forth and conquer. (In other words, you’ve mastered what I call the “3 Cs of Entrepreneurship,” which you can read about here.)  Now it’s time to talk about how to build your ideas into reality. I approach this process by working through five key steps. It’s critical to give all of them your equal attention and to understand how they influence one another.

Here are my “5 Steps to Strategic Execution”:

Vision: This is your dream—what you want to be and where you want your enterprise (whether social, business, or hybrid) to be in 20 years. Some may say your mission should come first, but I start with vision, because you need to know where you are headed to forge a road to get there.

While dreaming can be criticized as undermining an entrepreneur’s ability to stay grounded and focused, it is an extremely valuable pursuit, because it orients us toward where we are going. As Henry David Thoreau said, “If you have built castles in the air, your work need not be lost; that is where they should be. Now put the foundations under them.” Let’s talk about building those foundations.

Mission: This is what you were put on this Earth for, what gives you meaning and sense of purpose, and what you are ultimately aiming to accomplish. If your mission were to be fulfilled, what would the outcome look like? Mission is your raison d’être, imbuing everything you do with a higher purpose that can be highly motivating.

Sometimes it is useful to begin with understanding the mission underlying your vision before you begin to dream about the future. But the passion and meaning you derive from your mission can catapult you toward your vision, in which case it’s helpful to first uncover where you want to go. Whichever approach you take, you will need a strategy to get there.

Strategy: This is a big-picture, top-level construct aimed at building a pathway between your mission and your vision. Strategies should help you determine which forces you will rely on—do you want to be available to everyone, everywhere? Or should you build your anchor expertise in a particular channel before you branch out? Will you pursue retailers and wholesale accounts or focus on selling direct-to-consumer? Are you a premium service or mainstream?

I often think of strategy as what not to do. One of our greatest strengths as entrepreneurs is our drive to do. But this can also be the source of our undoing. Strategy forces us to focus. It helps us to set priorities and double down on our greatest opportunities without letting the smallest ones derail or distract us.  If you haven’t thoroughly figured out from which pursuits you will abstain, regardless of the temptations, you haven’t done enough strategic planning.

Tactics: People often think of “tactics” as the boring or easy part. But just as a strategy can arm you with an entirely new playbook, so too can tactics help you outperform by doing things differently through how you execute.

If your strategy is to have best-in-class customer service, one tactic may be to ensure that team members are evaluated regularly based on the value with which they leave consumers. How can your evaluation practice be better than others? What incentives will you offer and what technology will you use for tracking? These details will go a long way in distinguishing you from your competitors.

Execution: To carry out your tactics effectively, you must maintain a commitment to excellence, relentless productivity, entrepreneurial spirit and tenacity, and integrity too. Take all the values that are important to you and make them part of your company culture and leadership style so that they permeate through every action, big or small, that you take.

Execution is about giving it your best, your gritty relentless best, and outperforming by running faster, with better form and better posture than others. Ultimately, it will make or break your success—you could have every other piece in place but then falter on your execution, and the rest would be worthless.

As you prepare to bring your product or service to market, working through these steps will help you to refine your launch plan. Now what are you waiting for? It’s time to make your vision a reality.

Feature Image Credit: [Photo: oatawa/iStock; rawpixel 

By Daniel Lubetzky

Daniel Lubetzky is the founder and executive chairman of global snack company Kind and the Kind Foundation. Through his family office, Equilibra, he invests in companies that help people live and eat well. 

Sourced from Fast Company

By

The top six Google tools to help grow your website SEO score

Building a website has never been easier than it is today. However, building a successful website is getting harder and harder in a highly crowded space, especially when considering the importance of website SEO (search engine optimization).

While choosing the best web hosting for your website will go a long way to helping you succeed, there are numerous  other tools you should be make use of, and Google’s toolkit is a great place to start.

In this article, we look at six of the best Google tools. If you’re not already taking advantage of them, it might be time to change the way you work.

1. Google Ads

website seo

Google Ads is a powerful marketing tool (Image credit: Google)

Most experienced website owners will agree that Google Ads (formerly Google AdWords) is one of the most powerful marketing tools available. It includes a suite of smaller tools, effectively allowing you to perform keyword research, low-key competition analysis, and PPC (pay-per-click) marketing from one central hub.

Of course, this isn’t free, and it can cost quite a bit if you don’t know what you’re doing. But learn how to run effective ads, and you will soon be driving a decent amount of traffic to your website, no matter your budget.

2. Google Analytics

website seo

Google Analytics is a very powerful website statistics tracker (Image credit: Google)

When you own a website, it’s important to understand how it’s performing at all times. It might be that you’re suffering from a high bounce rate, but don’t know why. Or perhaps you’d like to know what your main traffic sources are. Whatever information you’re looking for, Google Analytics can help.

To get started, you will have to link your website to your analytics console. There are a few ways to do this, but the easiest is to paste a small code snippet into your website source code. Google provides a full tutorial on how to do this.

Once you’re connected, you will be able to access your analytics portal, where you will find information on everything from visitor demographics and source to your most popular content. And as you can imagine, this information is extremely useful for making future business decisions.

website seo

Google Trends is a great way to track keyword search volume over time (Image credit: Google)

One of the hardest things to do as a webmaster is to keep track of your keywords. Keyword research is all well and good, but search volumes are constantly changing, and it can be difficult to identify up-and-coming keywords or phrases with normal research.

This is where Google Trends is useful. Basically, it allows you to view the search volumes for specific keywords or keyphrases over time. You can compare the performance of different search terms while filtering by location, search platform, time period, and more.

4. Google Search Console

website seo

Any webmaster who is serious about developing a strong online presence should take advantage of the Google Search Console (Image credit: Google)

SEO is difficult at the best of times, but it’s almost impossible if you aren’t using the tools at your disposal. All webmasters should be using the Google Search Console in some way or another, largely because it’s a great source of information about the effectiveness of your SEO campaigns.

For starters, it allows you to submit sitemaps and individual URLs directly to Google to ensure your entire website is indexed properly. Keep track of search analytics, and get notified when Google finds any problems with your site and its content.

5. Google AdSense

website seo

Google AdSense provides a great way for small website owners to monetize their sites (Image credit: Google)

If you run a content-based website, there aren’t a lot of ways to monetize your work. You could sell premium content or add a little ecommerce store, but these both require a lot of effort. Alternatively, you could include some form of advertising on your website by signing up for Google AdSense.

Once you’ve signed up, you will need to be approved by Google to become part of the Google Network of publishers. Once approved, you will be able to place small ads on your site. These are usually targeted at your audience according to their interests and past browsing history, and you will be paid whenever ads are published and/or clicked on.

6. Google Alerts

website seo

Google Alerts is basic yet powerful (Image credit: Google)

Google Alerts certainly isn’t the most powerful tool in the search engine’s toolbox, but it’s extremely useful nonetheless. It allows you to set alerts for keywords, phrases, or anything else you want to monitor on the web. When a relevant piece of content is published, you will be notified. A lot of webmasters use this to monitor the exposure their website is getting across the web. Simply create an alert for your brand or website name, and wait for the results to start rolling in.

Summary

Google is the most popular search engine in the world, and it comes complete with a suite of tools to help webmasters improve their website’s performance and search engine ranking. The above six are some of the best Google tools available, and now you know what they’re useful for and why you should be taking advantage of them.

Feature Image credit: Edho Pratama (Unsplash)

By

Sourced from tom’s guide

Apple has discontinued the iMac Pro. After introducing it in 2017 as “the fastest, most powerful Mac ever made,” the company has apparently decided it has become redundant. It is a spectacular fall in a mere four years for the machine that signalled Apple’s renewed commitment to the Mac.So, what went wrong? Did it lose its way among the upcoming Apple Silicon Macs or was it doomed from the beginning? As we pour one out for the iMac Pro, let’s consider what its failure tells us about the future of professional-level Macs.

The flaw at the heart of the design

Despite all the onstage bluster at its unveiling, Apple likely knew it was taking a gamble with the iMac Pro.

Although it was housed in an iMac’s shell, the iMac Pro was a step above its all-in-one sibling. It married sleek design with workstation-class components, including Intel Xeon processors and AMD Radeon Pro Vega graphics chips. It was the first pro-level desktop Mac to come with an integrated display (a 5K one at that), as all previous efforts — from the Power Mac to the trash can-like Mac Pro from 2013 — consisted solely of the computer itself.

As impressive as it sounded on paper, the iMac Pro was fatally compromised by its design. For the creative professionals it was designed for, unhampered performance and upgradability are both must-have features. These areas were exactly where the iMac Pro tripped up, which was a repeat of the maligned 2013 Mac Pro.

Although Apple boasted of a top-notch cooling system in the iMac Pro, there would always be limitations to stuffing all those components behind the screen in a slim, all-in-one form factor. There just wasn’t the thermal headroom needed to fully utilize the components inside. But the lack of modularity was an even bigger issue.

It was wrong for its core audience (creative professionals) because it was not upgradable, leaving customers stuck with the same components even as their workloads got more demanding. Replacing an expensive computer every few years just isn’t tenable — at least not compared to the flexibility of a traditional desktop tower. Hence, the eventual return of that design with the 2019 Mac Pro. In the end, the iMac Pro was just a stopgap until we got to the Mac Pro — and it has lived in the shadow of the former ever since.

The shadow of the Mac Pro

Julian Chokkattu/Digital Trends

Even before the iMac Pro came out, rumours abounded that Apple was revamping the Mac Pro into a machine that combined power with modularity — something Apple itself confirmed before the iMac Pro launch. You would be able to swap out any of its components for whatever you wanted, giving you a perpetually upgradable machin, the likes of which Apple had never made. Or so said the industry gossip.

In the end, the Mac Pro was never quite as modular as some of the more fervent dreamers had hoped, but all the talk inevitably cast a shadow over the decidedly non-upgradable iMac Pro, most likely stifling interest in it.

With the Mac Pro in the offering, convincing creative pros to opt for something with none of the upgradability and that would likely quickly be surpassed by the Mac Pro was a tough sell. After all, the shape of the iMac — its scooped back and razor-thin wedges — heavily limits how much power you can put inside it because it is exceedingly difficult to keep cool. A desktop machine with a focus on modularity like the Mac Pro would necessarily come with a more spacious chassis, thus increasing its cooling capacity and the power of its internal components.

And that is what we got. Apple had designed a range of attachable upgrades, from the Afterburner card to the MPX Modules, that would be impossible in the iMac Pro. For the first time in well over a decade, creative professionals had an Apple option that made more sense from a future-proofing perspective.

As soon as the Mac Pro launched in 2019, it was clear there was no real place for the iMac Pro. Even worse, rumours about Apple Silicon would create a whole new problem for the all-in-one.

The Apple Silicon dilemma

Apple iMac Pro News

Before diving into the topic of Apple Silicon, I should first address just what came in the original iMac Pro. What did “the most powerful Mac ever made” get you in terms of processor performance? Well, it originally shipped with 8-core and 10-core Intel Xeon chips, plus an 18-core version that John Ternus, Apple’s vice president of hardware engineering, described as “really nutty.”

At the time, this seemed like a huge step for the Mac, which many people felt had been increasingly side-lined by the all-powerful iPhone. Yet, Apple knew that even the 18-core behemoth would soon be superseded by its own Apple Silicon chips — chips that the company was already working on in secret.

The difference between Intel’s and Apple’s chips has already been starkly outlined, especially in the Mac Mini, the most performant Apple Silicon computer yet. But the difference is even more glaring when the iMac Pro is thrown into the mix.

Today, you can buy a 10-core iMac Pro that scores 1117 in Geekbench 5’s single-core test and 9386 in its multi-core test. When we reviewed the Mac Mini, it scored 1744 and 7659, respectively. Trading blows, right? Although Geekbench results are far from a comprehensive look at performance, they demonstrate the pickle that these high-end Intel-based Macs have been in.

That’s especially true when you consider the price. The 10-core iMac Pro will set you back $4,999. The Mac Mini? $699.

Of course, Apple knew it couldn’t just snap its fingers and give the iMac Pro an Apple Silicon chip — it had to wait for Pro apps to be ready. It also had to develop its own professional-level performance. But the longer Apple waited, the more irrelevant the iMac Pro’s Intel chips would become compared to the M1 and its successors.

Something much better is coming

The death of the iMac Pro, though, is far from the death of high-performance Macs. If you need a professional workstation to get your work done, the outlook is still very favourable in Apple land. The Mac Pro, while expensive, is laser-focused on creative pros and still offers a great option if power is what you need. There are rumours that Apple is planning to update it with more powerful Intel chips, potentially this year, so it is not going the same way as the iMac Pro.

At the same time, Apple is reportedly working on a half-size Mac Pro that would come with an Apple Silicon chip and look like an enlarged Mac Mini.

Apple could easily stuff a high-powered M-series chip into the iMac Pro, but the Apple Silicon chips make it unnecessary. The regular iMac is due for a major revamp as early as this spring, when it is widely expected to come with Apple Silicon chips of its own. This could bring a big performance boost and put the standard iMac near the level of the current iMac Pro.

Yet at the same time, top-end Apple Silicon chips of the type that would be perfect for the iMac Pro are likely not ready yet. With the entry-level iMac offering what was previously considered pro-level performance on the one hand, and a lack of truly iMac Pro-class Apple Silicon chips on the horizon, there is no place for the iMac Pro to go.

So yes, the future of the iMac Pro is grim. The good news? For creative pros, the death of the iMac Pro doesn’t mean Apple is getting cold feet about catering to this audience. It’s merely making room for all the exciting Macs ahead.

Sourced from digitaltrends

 

HP Spectre 13 2017 Review
Photo of MacOS Catalina Photos screen

 

 

By Maria Haggerty

As the collapse of the traditional retail model progresses, consumers by and large now defer to shopping online for everything from daily essentials to luxury purchases, paving the way for direct-to-consumer (DTC) brands to take the place of traditional retail stores.

I’ve purchased everything from toothpaste to cars online. In this heightened e-commerce landscape, consumers’ expectations that products and experiences be crafted to meet their exact needs have escalated.

To that end, DTC brands are re-targeting their sights — and their sites — on providing the perfect solutions rather than simply comparable alternatives. If you’re competing here, in order to thrive, you must be mindful of, and responsive to the latest trends and best practices.

Know your niche

In a growing market of specialty consumer preferences, shoppers aren’t just looking for an item to add to their cart; they’re looking for an experience that makes them feel seen. They want confirmation that a solution has been created specifically to meet their unique need or desire. And in order to discover that solution, it needs to be presented to them through the right channels, at the right time, and with the right tone.

DTC brands have the singular advantage of being able to offer a distinctive experience to their customers. That mindset should inform the entire brand strategy, from product development to packaging design, fulfilment, marketing, and anything else that touches the customer experience. One of my company’s clients customized offers based on the order code on a packing slip. If a customer used a first-purchase discount code, for example, that order would be packed with a postcard offering an exclusive discount on a future order. This was part of a strategy to convert first-time buyers into returning customers and build brand trust to increase satisfaction and retention.

Successful DTC brands win on the personalization front by using historical and real-time customer behaviour data to recognize purchase intent, make tailored product recommendations, and create value add experiences that leave customers feeling understood, satisfied, and excited for more.

Harness the power of data

Major carriers have increased shipping rates. With shipping being one of the primary costs of doing business as a DTC brand, having visibility into transportation data provides the insights necessary to ensure optimal efficiencies, improved bottom lines, and a better experience for both shippers and customers.

Look into your shipping and billing data. With this information, identify areas where you can reduce waste, decrease transportation spending, and make better business decisions on an ongoing basis.

Make returns a cinch

More and more brands are embracing ‘returnless refunds,’ whereby customers are fully refunded for a return without actually having to return the item. This strategy ticks off several boxes for sellers including reducing carbon footprint and eliminating the return shipping and customs fees, which can end up amounting to more than an item costs to manufacture.

Not to mention, sending a customer an email that says, “feel free to keep or donate the item you were planning to return,” scores major points for customer experience and satisfaction.

Channel your efforts wisely

If you apply the “if a tree falls in the forest” philosophy to DTC, the question becomes, if a product is promoted on a platform your audience doesn’t use, does anyone see it?

Successful DTC brands provide customers with a seamless online shopping journey from research through purchase. This starts with knowing what channels customers are relying on for information. In other words, location is everything.

There are a lot of choices — social media, email marketing, search engines, affiliate networks, for starters. You can start narrowing down your channel mix by looking at factors such as your budget, competitor presence, and your bandwidth to manage efforts. Then, it’s time to test the waters. To avoid wasting time, money, and resources, you can get a good baseline by promoting only your best-sellers through the channels you’re considering.

Make an impact

Today’s savvy, socially conscious consumers flock to brands that project an image with values that reflect their own, and that’s a key insight for DTC brands in 2021. Shoppers evaluate a brand not only by the breadth and quality of its commodities, but by its reputation.

Criteria being factored into purchasing decisions today include sustainability efforts, stance on racial and social justice issues, and the standard of their customer experience. If you haven’t already, 2021 is the year to commit to a cause that speaks to your brand’s — and your customers’— identity.

DTC brands are taking commerce to new levels, creating the products and experiences they know their customers desire. By studying your core audience, you’ll gain an intimate understanding of what challenges and opportunities exist for them, providing the opportunity to convince them that your brand should be their go-to solution.

Feature Image Credit: Direct-to-consumer brands have the advantage of being able to offer personalized experiences. Eva-Katalin/Getty Images

By Maria Haggerty

Sourced from Business Insider

By Tanner Simkins

Which marketing plan works best for the modern entrepreneur: outside or in-house? Here are four important factors to consider.

As your grows, at some point you’ll need to take your to the next level. While many leaders of new and are used to taking on a variety of roles, there will come a time when it makes sense to pass marketing roles on to the experts. Doing so is vital for making sure that your business continues to develop new customers, build its brand, and stay competitive in its industry.

For many leaders the realization that they need to work with marketing professionals leads to questions of whether to turn to a or hire an in-house marketing team. There is no right answer to this question, as it depends on the business’s resources and needs. That said, there are a few issues that leaders should consider when determining whether to hire a marketing agency or to develop an in-house team. Here are a few key factors to think about.

Type of expertise

What type of expertise do you want? An in-house marketing professional offers in-depth knowledge of your business. This person (or these people) will know exactly what your team does and exactly what your team is about. Additionally, every moment will be spent on your business, and they’ll be fully invested in your business’s success.

In contrast, when working with a marketing agency, you’ll get access to an entire team of marketing professionals with an array of expertise. While you might not get the same level of knowledge and investment in your business, you will get a team on the cutting-edge of the industry with a variety of applicable skill sets. In addition, you’ll get a fresh perspective and a new look at what your business is doing. Finally, marketing agencies have the benefit of working with a variety of businesses, which means they bring a wealth of industry knowledge to each client.

In-house marketing professionals and marketing agencies both bring unique areas of expertise. When determining what’s best for your business, it’s important to consider the type of expertise your business wants and needs.

Budget

Budget is an important factor to consider as it’s generally more expensive to hire your own marketing professional than it is to work with a marketing agency. When you hire a marketing expert, you need to keep in mind that you’re not only going to have to pay their salary but also all of the additional expenses that come with hiring quality employees including recruitment costs, payroll taxes, pensions, benefits and training.

As a result, while you might think the salary of one employee is equivalent to the retainer for a marketing agency, it’s also important to factor in all of the additional costs. In most cases, the reality is that working with an agency is less expensive than having in-house marketing experts.

Timeline

Timeline is another key factor to consider. In some cases, small businesses find themselves pressured to develop a marketing strategy. This can happen if customer growth plateaus, competitors begin gaining , or new products are not taking off as anticipated.

In these situations, businesses need immediate action and should consider a market agency.

Marketing agencies can jump in immediately and quickly develop a marketing strategy. It takes much longer to recruit, hire and train your own marketing professional.

Communication style

Another factor to consider is what sort of communication you’d like to have with your marketing team. Having someone in-house means that you are working side-by-side, have regular communication, and can get ongoing, immediate updates.

You won’t have this sort of access if you work with a marketing agency. Generally, when working with an agency, there are a lot of in-person meetings in the beginning as a strategy is developed. After that, things shift to primarily e-mail and phone communication, and you won’t have the same sort of constant communication and access. For some leaders, this is fine, for others, it’s a major negative for working with an agency. Either way, it’s important to think through this difference and determine what’s best for you and your team.

Working with marketing professionals to develop an effective marketing strategy is an important part of sustaining and growing your business. While marketing is something that most leaders take on in the beginning, it’s a consuming job that at some point will need to be delegated to maximize results and to effectively manage your team’s time.

Marketing is never done, it is a long haul. With that in mind, it’s important to turn to marketing professionals who are fully dedicated to growing businesses. Determining whether to work with an agency or to build your own team can be tricky, but weighing the right factors will enable your business to make the right choice and to move forward with the right team.

Feature Image credit: golero | Getty Images 

By Tanner Simkins

Sourced from Entrepreneur

By Conrad Saam

Lead generation service providers are aplenty, but how do they really work and are they right for each lawyer?

Marketing has undergone a radical transformation right under the noses of many lawyers. Lead generation for lawyers is the low (financial) risk marketing channel usually shrouded in some layer of fuzziness—i.e., “how” exactly are these “leads” being “generated” and by “whom”?

Lead Generation Fundamentals

Many law firms have been built on the backs of lead generation services—some with multiple vendors driving a variety of leads. Lead gen companies typically charge lawyers on the pay-per-lead (PPL) model—i.e., law firms pay a set price for each inbound opportunity delivered. Predictably, the pricing is highly variable by practice area, ranging from $20 to north of $700 per inbound opportunity.

One of the reasons law firms like lead generation, especially the pay-per-lead model, is the simplicity in evaluating the cost effectiveness of the vendor. For example, a lawyer can easily think, “If a lead costs $45 and I typically convert 10 percent of my inquiries, then that’s a $450 cost per client while my clients are worth $4,000.” The problem with this overly simplistic approach is twofold: (1) the quality of PPL companies is highly variable; and (2) many lead generation companies cycle the lead to multiple lawyers. This shotgun approach generates a mad rush of phone calls to a prospect who quickly becomes overwhelmed by lawyers and paralegals.

Simply put, turning leads into actual paying clients requires an extremely efficient, responsive, professional intake staff. Applying the typical assumption of a firm’s conversion rate (which is probably overly optimistic already) to lead generation often results in poor cost-per-client numbers (read: poor ROI). Therefore, success in the lead generation market also requires extremely accurate and efficient tracking infrastructure that can track the lead throughout the law firm’s sales cycle.

The Many Players And Models in Legal Lead Generation

There are a variety of lead generation companies—some known brands, some obscure and some operating from the shadows of the legal search engine optimization (SEO) market. Large-branded players in the legal field include Lawyers.com, FindLaw, Nolo and Martindale-Avvo. These cover the gamut of consumer-focused practice areas and rely on SEO-driven traffic to their directory pages. Some, like FindLaw, have extensive content libraries that drive a large volume of inquiries.

While these directory services are used by many, they have drawbacks. One of the nefarious realities of these directories is that many of their leads are driven by a name search for a specific attorney and then resold back to other law firms. For example, a prospective client (PC) may be recommended to Bill Jones. The PC researches Bill Jones through Google, lands on an Avvo listing for Bill Jones and eventually fills out a form that goes to . . . a paying lawyer (or lawyers) other than Bill Jones. These changes can be a detriment to an individual’s marketing efforts as a result.

Some providers have modified their marketing models, while others provide a slightly different approach to marketing for professionals. In 2016, Avvo ran afoul of fee-sharing decisions with its Legal Services—Avvo fixed fees for a consultation for which attorneys paid Avvo a fee. Martindale-Avvo (unlikely brand bedfellows spawned by the acquisition of Avvo by Internet Brands) recently launched pay-per-lead services along with its more traditional advertising blocks. FindLaw’s network, which includes Superlawyers and LawInfo, drives a PPL model driven by basiconline form fills. LegalMatch functions like the eHarmony of legal services, with prospective clients filling out a “case” for lawyers to review and operating on a subscription basis with longer-term commitment requirements.

Innumerable lesser known brands exist in the legal generation business. Unbundled Attorney provides leads for attorneys offering flat-fee services (this makes the all-important ROI calculation even more straightforward). Another brand is 4LegalLeads, which offers a rotation model for its leads—contacting one lawyer after another. This rotation model is a welcome spin on the shotgun approach (blasting a single lead simultaneously to multiple attorneys).

Nonlaw-focused firms have entered the lead generation business as well—most interestingly Thumbtack. This extremely deeply funded tech service provides lead generation for an array of businesses, including law firms. Thumbtack shepherds prospective clients through a series of rudimentary questions in an attempt to prequalify those leads and match them to an attorney. Attorneys provide prospective Thumbtack clients with a quote to review. While lead generation options are abundant, the real issue comes with obtaining results from the lead generation service of choice.

Elusive Economic Success of Lead Generation

In general, the economics of lead generation companies are poor, especially for those who rely heavily on advertising to generate those leads. Consider a simple scenario where a lead gen company drives website traffic through pay-per-click (PPC) advertising and then simply resells that traffic to lawyers. Very little additional intrinsic value exists for the consumer to go through that resource to find a lawyer. (Perhaps the consumer can contact more lawyers from one resource or is shepherded through a “qualifying” series of form questions.) In general, the lawyer is much better off attracting that prospective client directly to her own website instead of through the lead generation middleman who is engaged in advertising arbitrage—aka buying PPC traffic, marking it up and repackaging it in a PPL model.

Having said that, lead generation is a frequent supplement to many marketing portfolios. A smattering of my clients rely extensively on lead generation for the majority of their client development efforts. Anecdotally, these firms tend to be aggressively growth minded, volume-based, midsize personal injury firms with exceptionally well-run intake processes and highly accurate reporting infrastructure. Given the cost, success at scale with lead gen simply requires converting a high percentage of prospects into clients and a firm structure that accepts lower margins.

Lead Generation and Local Spam

For years, local search (the map in a Google search with the red pins in it) has been polluted by fake listings. From a Google perspective, fake listings include local law firms pretending to have an office at a location that isn’t really staffed (think a mailbox at a Regus office), out-of-state law firms pretending to be in state, and nonlaw firms masquerading as law firms. The latter category is the foundation of many leads that are resold to law firms. With the right experience and technical know-how, it is possible to set up a fake business and get it to rank on Google local search results. The legal industry has been particularly targeted with these tactics, because the industry is both very lucrative and very competitive. These tactics have been used by foreign actors, enterprising (albeit unethical) individuals and lawyers themselves.

Even more commonplace is a nonlawyer pretending to be a law firm. The giveaway for identifying these listings is the website that looks very much like a law firm’s until you realize there is not a single lawyer listed anywhere on the site. These listings also tend to have no (or very few) Google client reviews. Leads generated through these fake businesses are then sold back to attorneys—sometimes laundered through the more recognized branded lead generation companies.

The “New” 800-Pound Lead Generation Gorilla

Not to be left behind, Google has entered the lead generation game with its new (to legal) Local Service ads (LSA) that operate on a PPL model. LSA popped up in August 2020 and have been slowly rolling out ever since. They are extremely effective—supplanting Google Ads for the prime position at the top of the search engine results pages (SERPs) and pushing local search and organic search even farther down the page.

The Google LSA aren’t entirely new—they rolled out in 2017 to the home services industry and now cover 48 different types of businesses. Just look for a plumber or roofer in Google, and three ads will appear at the very top of the page with the word “Guaranteed” next to them. Google (wisely) decided not to guarantee legal work, but instead provides a green “Google Screened” checkbox for participating law firms.

To be included within the Google Screened advertisements, law firms need to jump through three hoops. First, Google validates if the attorney is licensed to practice law in the specific state. I had hoped that this would be used to drastically reduce the aforementioned spam on the local search results; however, the data going into the LSA do not impact the other listings on the SERPs (i.e., no green screen check mark next to a local search listing). Second, Google does a background check through a third-party agency called Pinkerton. Third, for states where the state bar requires it, Google confirms insurance coverage. These three elements offer very high value to consumers and are affirmed by the green check mark.

Google has evolved its PPC model into the much simpler PPL model for these LSAs. Further, it has split out legal practice areas into very finite levels of detail to provide an efficient marketplace. For example, there is even a category for red-light traffic tickets. Currently, in typical Google fashion, these ads are being rolled out both geographically and by practice area; so depending on your search, you might not see them yet. But know they are coming.

The firms that are ahead in LSA ads are currently experiencing extremely positive economic returns from their first-mover advantage, with cost-per-client rates hovering around 60 to 80 percent below what a comparable Google Ads campaign would return. This economic windfall will last for a short time. Cost-per-lead numbers for the earliest personal injury ads were pinned at $75, they quickly grew to $150, and now we are seeing numbers in the $250 range.

Lead generation companies are far more sophisticated with better targeting capabilities than previous iterations. For the right type of practice, lead generation could be a worthy financial investment that grows your practice without the lengthy time investment of more traditional forms of new client location and development.

Feature Image Credit: Turning leads into actual paying clients requires an extremely efficient, responsive, professional intake staff. via MikkelWilliam / E+ / Getty Images

By Conrad Saam

Sourced from ABA

Summary: Nothing builds new business more reliably than a sustained effort in gaining referrals from existing clients. What’s more, as a marketing approach to fill the “top of the funnel,” it is more likely to succeed than other campaigns and carries virtually no incremental costs. The author offers three ways to accelerate revenue through referrals.

There is no better source of leads and revenue than referrals that come from a company’s clients. New clients that come from referrals advance through the sales process faster, have more forgiving negotiations and healthier margins, and tend towards greater loyalty. Why? Because they are already qualified and you begin with the credibility of a trusted peer.

Yet most companies leave securing referrals from existing clients to chance or engage passively, if at all. The companies that successfully harvest this crop do so with intention and a clear strategy to leverage their current client relationships to drive new business. Here is a no-fail approach to accelerating revenue through referrals that I’ve implemented with companies ranging from the Fortune 500 to mid-market businesses, and even other consulting firms.

1. Make referral business a central part of your go-to-market strategy.

The Sales Organization has to execute your strategy. So, in addition to your ideal client profile, competitive advantages, and precision about how your sales experience creates value, your strategy should clarify how you intend to attract new opportunities. Make it clear that proactive pursuit of referrals is a primary driver to increase pipeline growth and accelerate new business. Along with trade shows, advertising campaigns, and content marketing, all of which likely have detailed execution plans, ensure that proactive referrals are included as a priority initiative.

2. Manage the acquisition of referrals as a process.

Many companies have a sales process that helps guide the stages and actions required to advance an opportunity from contact to contract. In order to operationalize referral business, you’ll want to do the same with discreet stages and actions for each stage. A simple process could look like this:

Identification.

The first stage is similar to prospecting in the sales process. It is entirely about determining which existing customers could refer you to another potential customer. While it’s easy to say everyone can provide a referral (and they can), it’s important to determine who is most likely to provide you with quality referrals. What are quality referrals? Those that match your ideal client profile and are at a level they can buy from you. Each of your sellers should have a target list of contacts they can begin reaching out to request referrals.

Request.

This stage consists of conversations with current clients asking them for an introduction to a new potential client. Let them know you have a favour to ask and set aside a time to talk. This will carve out a moment for your request so that it doesn’t get lost amidst other conversation points. Let them know that your best clients usually come from your best clients. I recommend that you make two promises for anyone a client introduces you to. The first is that the conversation will be valuable and provide insight and expertise that will be useful to the referral, whether or not they do business with you. The second is that there will be zero sales pressure to buy anything at all. This demonstrates your commitment to the importance of relationships that are based on value, especially since you are asking someone to share their professional network with you. Your clients may not immediately know who else they can refer you to so expect a few interactions before there is a bona fide connection is made.

Preparation.

Make it easy for your clients to refer you to others by providing them with a sample email to use to make the introduction. Less tends to be more here as the goal here is to ensure your clients have an easy way to make the introduction.

Introduction.

Follow up is key in this stage as it may take a number of conversations or reminders before your client makes the introduction. Until you have been introduced, the follow up is with your client and like managing a sales cycle, there is a balance between professional and persistent and being a nudge. I suggest following up 3–4 times, and if no introduction is made, let it go and come back to it 6–9 months later. Referral business is a long game.

Appreciation.

Once you’ve connected with the new referral, close out this process with a thank you to your client. It can be a simple handwritten note or something more elaborate, but don’t forget this important task. After all, you want to recognize the trust they’ve put in you and encourage them to do it again. Some clients may make many referrals for you over time and you can continue to go back to them. If you’ve concluded the process properly, you lay the foundation to make the request again in the future.

3. Focus sales talent on execution of the process.

When revenue, net income, and business measures dominate discussions, it’s easy to lose sight of other disciplines that create positive results. To create a sustainable stream of referral opportunities, make each stage of the referral process a priority in your sales organization. The skills of consultative selling are directly transferable to executing the referral process. All that’s needed is leadership attention to keep it front and centre. Individual coaching sessions will help to focus your sales team on the process, discuss any challenges sellers are having, and let them know how progress will be measured.

When considering metrics, use the scientific approach posited by Daniel Stufflebeam: measure to improve — not to prove. Too much emphasis on metrics can yield lower quality referrals. If you overdo the drive to achieve a specific number of introductions or a certain level of activity, you’ll probably get it — but it may not have the impact you wish for. Make your metrics a guideline for managing the activity but not an end unto themselves. Use them to coach areas of improvement in using the referral process and as a diagnostic to discover issues your team may be struggling with.

Companies are always looking for approaches to drive the development of new business. Nothing builds new business more reliably than a sustained effort in gaining referrals from existing clients. What’s more, as a marketing approach to fill the “top of the funnel,” it is more likely to succeed than other campaigns and carries virtually no incremental costs. What it does require is a commitment to the strategy of leveraging existing client relationships and developing and managing referral acquisition as a prioritized process.

Feature Image Credit: Ryan Matthew Smith/Stocksy

By Scott Edinger

Scott Edingerfounder of Edinger Consultingis a co-author of Making Yourself Indispensable and author of The Hidden Leader: Discover and Develop Greatness Within Your Company. Scott’s next book, The Butterfly Effect, is coming out summer of 2021. Follow Scott on Twitter twitter.com/ScottKEdinger or on LinkedIn

Sourced from Harvard Business Review