tag:blogger.com,1999:blog-17505650228627525092024-03-14T00:44:11.545-07:00AdWords Agency BlogThe latest from AdWords for you and your agency.Unknownnoreply@blogger.comBlogger790125tag:blogger.com,1999:blog-1750565022862752509.post-10202536114957370452019-03-14T08:46:00.002-07:002019-03-14T08:46:45.089-07:00Spin your agency into the future<h2>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Anass Koudiss <b>| Global Education Programme Manager, Leadership</b>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Reading time: 3 minutes</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">If you’ve read a newspaper or an advertising industry magazine in the last few weeks, it’s very likely that machine learning and automation were mentioned at least once. They’re the hottest new topics in the marketing world. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">As the tech evolves, and manual tasks move towards automation, it’s up to agency leaders to make sure it’s being used to provide new value to their clients and spur agency growth.
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Since every agency is unique, each will need to take its own approach. Every agency has its own strengths, growth opportunities and resource capabilities. What many agencies have in common, though, is their powerful ability to grow and transform quickly in an industry that’s constantly changing. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">At Google, we’re powering our advertising solutions with machine learning. Automated solutions like Smart Bidding, Smart Creatives, and App campaigns take care of routine tasks, freeing up your team to focus on ad-testing, advanced insights, or more face time with clients. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">As with any big change, adopting this new approach takes a lot of planning. So we developed a powerful framework called “The Web of Transformation”, to help you envision the future of your unique agency. To get started, bring your leadership team together, print out this A3 poster, and spin your agency web with the following steps: </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>1. </b>To begin, choose the eight most important dimensions that make up your agency. Specifically, pick the eight things that help you and your clients grow. </span><br />
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<a href="https://1.bp.blogspot.com/-5DxDtHardgM/XIpzjMeLr-I/AAAAAAAAD7s/CWH3fsUrvCwOirJluLwghap3TWeSb_FuQCLcBGAs/s1600/web.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="262" data-original-width="500" src="https://1.bp.blogspot.com/-5DxDtHardgM/XIpzjMeLr-I/AAAAAAAAD7s/CWH3fsUrvCwOirJluLwghap3TWeSb_FuQCLcBGAs/s1600/web.png" /></a></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>2. </b>Feel free to choose from the suggestions here, but make sure you pick dimensions that make sense for your agency. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>3. </b>Next, with the help of your team, rank each of the eight dimensions from most important to least. </span><br />
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<a href="https://1.bp.blogspot.com/-gygfwkk857k/XIp0MKsVekI/AAAAAAAAD8A/sdrL4RkOa1YASOOlbu5Mms1b_X11sTZiwCLcBGAs/s1600/ranking_1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="185" data-original-width="500" src="https://1.bp.blogspot.com/-gygfwkk857k/XIp0MKsVekI/AAAAAAAAD8A/sdrL4RkOa1YASOOlbu5Mms1b_X11sTZiwCLcBGAs/s1600/ranking_1.png" /></a></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>4. </b>Finally, grade your ability in each dimension on a scale of 1 to 5. Here’s an example of what it should look like. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>5. </b>Make sure to evaluate and analyse where you excel, and where you need to step up your game. Ask yourselves the questions below to help drive the discussion. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Together, we can use this process to capitalize on automation and Machine Learning opportunities, as we've done before with mobile, multi-screen, and video. So weave your web carefully, it will give you a glimpse into the future of your agency.</span><br />
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Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-35460429214432169472019-03-08T05:00:00.000-08:002019-03-08T05:15:11.229-08:00At SXSW, creative agencies partner with Ad Council and YouTube to spark stories for a cause<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">What do Ozzy Osbourne and Prince Charles have in common? A lot, if you're looking at demographics alone; they're both male, born in the same year, and from England. Yet, as has been <a href="https://www.campaignlive.co.uk/article/two-princes-one-advert-no-winners-programmatic-problem/1356388">pointed out</a> many times before, identifiers like age and gender don't give the full picture. </span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">For SXSW, we've partnered with 6 world-class creative agencies to explore how audience signals - beyond demographic data - can enable a spark for better, more relevant storytelling. </span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Partnering with Ad Council on three causes - empowering girls in STEM, preparing for disasters, and ending hunger - we challenged each agency to each develop two different creatives that would resonate with the intended audience they wanted to engage, from <a href="https://www.youtube.com/watch?v=tqgVI5Z37B4&feature=youtu.be">sports fans</a> to <a href="https://www.youtube.com/watch?v=-bxOcFJNEjs&list=PL9Xlh2Jq9l7WBML3k9bD9XjyKO4YTjL_y&index=8&t=0s">technophiles</a>. </span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">The 12 campaigns, showcasing how customized creative can ignite conversations and action around important causes, will debut at SXSW on March 9th. </span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Check out the full playlist to <a href="http://yt.be/SparkYourStory">yt.be/SparkYourStory</a> or dive in more to the story behind the work below. </span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b><span style="font-size: x-large;">To Empower Girls in STEM</span> </b></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Research shows that young girls are interested in STEM subjects but get discouraged from pursuing them by outdated stereotypes</span><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">(1).</span><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"> <a href="https://www.ampagency.com/">AMP Agency</a> and <a href="https://www.hechostudios.com/">Hecho Studios</a> took on the challenge to create ads that would speak to key audiences for <a href="https://shecanstem.com/">She Can STEM</a> and encourage them to empower young women in their lives in STEM.</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><span style="font-size: large;"><b>AMP Agency </b></span></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">While it's often difficult to know what leads a girl down the path to success, AMP Agency recognized that parents and other role models may play the most important role in guiding their futures. A core message unites the two creatives; you can set a young woman's future in motion by clueing into her interests and nourishing her passion for STEM. </span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/-bxOcFJNEjs">tech-savvy people</a>. </span><br />
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/-bxOcFJNEjs/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/-bxOcFJNEjs?feature=player_embedded" width="320"></iframe></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/hWZrvXpace8">bargain hunters</a>.</span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><b><span style="font-size: large;">Hecho Studios </span></b></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">To speak to parents of grade schoolers as well as avid readers, Hecho Studios developed an eye-catching showcase of women who have pioneered STEM fields. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/6oKXb3mYUr8">parents of grade schoolers</a>. </span></div>
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/6oKXb3mYUr8/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/6oKXb3mYUr8?feature=player_embedded" width="320"></iframe></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/rxv2nz69yhA">avid readers</a>. </span></div>
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/rxv2nz69yhA/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/rxv2nz69yhA?feature=player_embedded" width="320"></iframe></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: x-large;"><b>To Drive Disaster Preparedness </b></span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">While the thought of preparing for a natural disaster can be overwhelming, developing an emergency plan can save lives. <a href="http://weareunlimited.com/">We Are Unlimited</a> and <a href="http://energybbdo.com/en">Energy BBDO</a> partnered with Ad Council to inspire more people to develop household disaster plans. </span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><b>Energy BBDO </b></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Recognizing that pet-lovers tend to watch humourous videos skiwing toward dog content, Energy BBDO created a funny spot featuring a conversation between a dog and owner. For DIYers, Energy BBDO developed high-action creative after seeing how this audience over indexed on action packed videos. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/wz1G2b6MMp8">pet lovers</a>. </span></div>
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/wz1G2b6MMp8/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/wz1G2b6MMp8?feature=player_embedded" width="320"></iframe></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/zD49SuKZzf8">DIYers</a> who enjoy building things on their own.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><b>We Are Unlimited </b></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Building different executions from a core campaign idea, We Are Unlimited created two day-in-the-life scenarios to show how an average day for stock-market savvy people versus travel buffs could go awry when disaster strikes. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/mZT8Xk4sKvg">stock-savvy investors</a>. </span></div>
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/mZT8Xk4sKvg/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/mZT8Xk4sKvg?feature=player_embedded" width="320"></iframe></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/vDpk55uKgQc">travel buffs</a>.</span></div>
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<b><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: x-large;">To Combat Hunger </span></b><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Hunger affects one in eight Americans(2), yet many are unaware of the prevalence. For this cause, <a href="https://bbdo.com/">BBDO</a> and <a href="http://grey.com/global">Grey</a> created ads for four key audiences to drive donations to Feeding America. </span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;"><b>BBDO </b></span><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Creating one central concept that depicts the reality of impoverished meals, BBDO tailored the tone and details of the creative executions to speak to each audience. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/DkTVfj7vQlQ">gamers</a>.</span></div>
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/DkTVfj7vQlQ/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/DkTVfj7vQlQ?feature=player_embedded" width="320"></iframe></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad created for <a href="https://youtu.be/5z9EAJWX2rw">outdoor enthusiasts</a>.</span></div>
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/5z9EAJWX2rw/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/5z9EAJWX2rw?feature=player_embedded" width="320"></iframe></div>
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<b><span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: large;">Grey </span></b><br />
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Grey's overarching creative concept spoke to how hunger can hide in plain sight. Each creative execution featured a unique call-to-action to inspire action from that audience. </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/tqgVI5Z37B4">sports fans</a>.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;">Watch the ad designed for <a href="https://youtu.be/6lMfLC-sDA4">green living enthusiasts</a>.</span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif;"><a href="https://www.youtube.com/playlist?list=PL9Xlh2Jq9l7WBML3k9bD9XjyKO4YTjL_y&disable_polymer=true">View the full playlist from SXSW here.</a> </span></div>
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<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: xx-small;">(1) <span style="background-color: white; color: #3c4043; vertical-align: baseline; white-space: pre-wrap;">Source: </span><span style="background-color: white; color: #1a73e8; vertical-align: baseline; white-space: pre-wrap;"><a href="https://www.adcouncil.org/Our-Campaigns/Education/Empowering-Girls-in-STEM" style="text-decoration-line: none;">https://www.adcouncil.org/Our-Campaigns/Education/Empowering-Girls-in-STEM</a></span></span><br />
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: xx-small;">(2) <span style="background-color: white; color: #3c4043; white-space: pre-wrap;">Citation: Alisha Coleman-Jensen, Matthew P. Rabbitt, Christian A. Gregory, and Anita Singh. 2018. Household Food Security in the United States in 2017, ERR-256, U.S. Department of Agriculture, Economic Research Service</span></span><br />
<span style="font-family: "helvetica neue" , "arial" , "helvetica" , sans-serif; font-size: xx-small;"><span style="background-color: white; color: #3c4043; white-space: pre-wrap;"><br /></span></span>Nicolehttp://www.blogger.com/profile/02650687410390709305noreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-44102052896446741542018-12-19T16:09:00.001-08:002018-12-19T16:09:37.362-08:00Tasty: A Recipe for Success on the Google Home Hub<em style="color: rgba(0, 0, 0, 0.87); font-family: Roboto, sans-serif; font-size: 17px;">Posted by Julia Chen Davidson, Head of Partner Marketing, Google Home</em><br />
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<span style="color: rgba(0, 0, 0, 0.87); font-family: Roboto, sans-serif; font-size: 17px;">We recently launched the </span><a href="https://www.blog.google/products/home/google-home-hub/" style="color: #4184f3; font-family: Roboto, sans-serif; font-size: 17px; text-decoration-line: none;">Google Home Hub</a><span style="color: rgba(0, 0, 0, 0.87); font-family: Roboto, sans-serif; font-size: 17px;">, the first ever Made by Google smart speaker with a screen, and we knew that a lot of you would want to put these helpful devices in the kitchen—perhaps the most productive room in the house. With the Google Assistant built-in to the Home Hub, you can use your voice—or your hands—to multitask during meal time. You can manage your shopping list, map out your family calendar, create reminders for the week, and even help your kids out with their homework.</span><br />
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To make the Google Assistant on the Home Hub even more helpful in the kitchen, we partnered with BuzzFeed's Tasty, the largest social food network in the world, to bring 2,000 of their step-by-step tutorials to the Assistant, adding to the tens of thousands of recipes already available. With Tasty on the Home Hub, you can search for recipes based on the ingredients you have in the pantry, your dietary restrictions, cuisine preferences and more. And once you find the right recipe, Tasty will walk you through each recipe with instructional videos and step-by-step guidance.</div>
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Tasty's Action shows off how brands can combine voice with visuals to create next-generation experiences for our smart homes. We asked Sami Simon, Product Manager for BuzzFeed Media Brands, a few questions about building for the Google Assistant and we hope you'll find some inspiration for how you can combine voice and touch for the new category of devices in our homes.</div>
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<strong>What additive value do you see for your users by building an Action for the Google Assistant that's different from an app or YouTube video series, for example?</strong></div>
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We all know that feeling when you have your hands in a bowl of ground meat and you realize you have to tap the app to go to the next step or unpause the YouTube video you were watching (I can attest to random food smudges all over my phone and computer for this very reason!).</div>
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<br style="content: " "; display: block; padding: 4px;" />With our Action, people can use the Google Assistant to get a helping hand while cooking, navigating a Tasty recipe just by using their voice. Without having to break the flow of rolling out dough or chopping an onion, we can now guide people on what to expect next in their cooking process. What's more, with the Google Home Hub, which has the added bonus of a display screen, home chefs can also quickly glance at the video instructions for extra guidance.</div>
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<strong>The Google Home Hub gives users all of Google, in their home, at a glance. What advantages do you see for Tasty in being a part of voice-enabled devices in the home?</strong></div>
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The Assistant on the Google Home Hub enhances the Tasty experience in the kitchen, making it easier than ever for home chefs to cook Tasty recipes, either by utilizing voice commands or the screen display. Tasty is already the centerpiece of the kitchen, and with the Google Home Hub integration, we have the opportunity to provide additional value to our audience. For instance, we've introduced features like Clean Out My Fridge where users share their available ingredients and Tasty recommends what to cook. We're so excited that we can seamlessly provide inspiration and coaching to all home chefs and make cooking even more accessible.</div>
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<strong>How do you think these new devices will shape the future of digital assistance? How did you think through when to use voice and visual components in your Action?</strong></div>
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In our day-to-day lives, we don't necessarily think critically about the best way to receive information in a given instance, but this project challenged us to create the optimal cooking experience. Ultimately we designed the Action to be voice-first to harness the power of the Assistant.</div>
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We then layered in the supplemental visuals to make the cooking experience even easier and make searching our recipe catalogue more fun. For instance, if you're busy stir frying, all the pertinent information would be read aloud to you, and if you wanted to quickly check what this might look like, we also provide the visual as additional guidance.</div>
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<strong>Can you elaborate on 1-3 key findings that your team discovered while testing the Action for the Home Hub?</strong></div>
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Tasty's lens on cooking is to provide a fun and accessible experience in the kitchen, which we wanted to have come across with the Action. We developed a personality profile for Tasty with the mission of connecting with chefs of all levels, which served as a guide for making decisions about the Action. For instance, once we defined the voice of Tasty, we knew how to keep the dialogue conversational in order to better resonate with our audience.</div>
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<br style="content: " "; display: block; padding: 4px;" />Additionally, while most people have had some experience with digital assistants, their knowledge of how assistants work and ways that they use them vary wildly from person to person. When we did user testing, we realized that unlike designing UX for a website, there weren't as many common design patterns we could rely on. Keeping this in mind helped us to continuously ensure that our user paths were as clear as possible and that we always provided users support if they got lost or confused.</div>
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<strong>What are you most excited about for the future of digital assistance and branded experiences there? Where do you foresee this ecosystem going?</strong></div>
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I'm really excited for people to discover more use cases we haven't even dreamed of yet. We've thoroughly explored practical applications of the Assistant, so I'm eager to see how we can develop more creative Actions and evolve how we think about digital assistants. As the Assistant will only get smarter and better at predicting people's behavior, I'm looking forward to seeing the growth of helpful and innovative Actions, and applying those to Tasty's mission to make cooking even more accessible.</div>
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<strong>What's next for Tasty and your Action? What additional opportunities do you foresee for your brand in digital assistance or conversational interfaces?</strong></div>
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We are proud of how our Action leverages the Google Assistant to enhance the cooking experience for our audience, and excited for how we can evolve the feature set in the future. The Tasty brand has evolved its videos beyond our popular top-down recipe format. It would be an awesome opportunity to expand our Action to incorporate the full breadth of the Tasty brand, such as our creative long-form programming or extended cooking tutorials, so we can continue helping people feel more comfortable in the kitchen.</div>
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To check out Tasty's Action yourself, just say "Hey Google, ask <a href="https://assistant.google.com/services/invoke/uid/000000877f30cd6c" style="color: #4184f3; text-decoration-line: none;">Tasty</a> what I should make for dinner" on your Home Hub or Smart Display. And to learn more about the solutions we have for businesses, take a look at our <a href="https://assistant.google.com/business/" style="color: #4184f3; text-decoration-line: none;">Assistant Business</a> site to get started building for the Google Assistant.</div>
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If you don't have the resources to build in-house, you can also work with our talented partners that have already built Actions for all types of use cases. To make it even easier to find the perfect partner, we recently launched a <a href="https://developers.google.com/actions/agencies/" style="color: #4184f3; text-decoration-line: none;">new website</a> that shows these agencies on a map with more details about how to get in touch. And if you're an agency already building Actions, we'd love to hear from you. Just reach out <a href="https://assistant.google.com/business/form/" style="color: #4184f3; text-decoration-line: none;">here</a> and we'll see if we can offer some help along the way!</div>
Nicolehttp://www.blogger.com/profile/02650687410390709305noreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-50147023955640435372018-12-19T05:11:00.000-08:002019-01-15T09:54:48.307-08:00Unleash your creativity<span style="font-family: "arial" , "helvetica" , sans-serif;">Reading time: 5 minutes </span><br />
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<a href="https://2.bp.blogspot.com/-tBc9neyy_KA/XBo8iukVPsI/AAAAAAAAC6U/PH15x7Ldz1IWWSxG1w5CAairyLGaqMeLQCLcBGAs/s1600/image1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="300" data-original-width="800" height="240" src="https://2.bp.blogspot.com/-tBc9neyy_KA/XBo8iukVPsI/AAAAAAAAC6U/PH15x7Ldz1IWWSxG1w5CAairyLGaqMeLQCLcBGAs/s640/image1.gif" width="640" /></a></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;">In a world of superheroes, creativity is a real human superpower. Everybody has it.
It doesn’t just live within certain types of people within an agency. We all have creative potential. But as we feel safer and more comfortable, we run the risk of losing that creative spark as life becomes associated with routine and order. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">So is there a way to get back into your creative self? What methods from business, innovation or anywhere else are there to help you tap into that wellspring of positive ideas?
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<span style="font-family: "arial" , "helvetica" , sans-serif;">We sat down with Doctor Frederik Pferdt, Google’s Chief Innovation Evangelist, for the <a href="https://goo.gl/RAhMNM">Google Partners Podcast</a> episode 31, and he offered some fascinating insights (and tips) on how to answer some of those questions. During the discussion, he offers his thoughts on how adults can rekindle some of the creative fire they had as children, and other key takeaways to spark innovation at every level. </span><br />
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<a href="https://4.bp.blogspot.com/-qKFcrxK-7yk/XBo8ikLj3UI/AAAAAAAAC60/lOwn4NrNwIQ2K8p7vEN5VJCzUV7Njm4qgCEwYBhgL/s1600/image2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="300" data-original-width="800" height="240" src="https://4.bp.blogspot.com/-qKFcrxK-7yk/XBo8ikLj3UI/AAAAAAAAC60/lOwn4NrNwIQ2K8p7vEN5VJCzUV7Njm4qgCEwYBhgL/s640/image2.gif" width="640" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Ask questions</span></h2>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">According to Doctor Pferdt it’s not only about ideas, but also about asking the right questions, finding good problems and therefore developing a healthy disregard for the impossible. Find a “what if” and a “why”. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">As author and marketing guru, Simon Sinek <a href="https://goo.gl/mvJw9U">recommends</a> that you see if you can reframe the problem by getting to its roots. “Start with a Why.” Why do you normally approach a certain challenge from the angle you do, and why not step away from the issue and take a completely new perspective? Try something new. Get into a room, fill a wall or even two with post-it notes: what connections can you make and what new associations can you find, when you are free to consider them? </span><br />
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<a href="https://3.bp.blogspot.com/-n9xkeyG496Q/XBo8jWoBSEI/AAAAAAAAC64/PUQTHYhYZhAui_Ucqsj4CTO0HhuQRt_5QCEwYBhgL/s1600/image4.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="300" data-original-width="800" height="240" src="https://3.bp.blogspot.com/-n9xkeyG496Q/XBo8jWoBSEI/AAAAAAAAC64/PUQTHYhYZhAui_Ucqsj4CTO0HhuQRt_5QCEwYBhgL/s640/image4.gif" width="640" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Break routines</span></h2>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Every human being is looking for routines. They give us safety, security and save our brains energy. They make us feel good. That said, routines sometimes only help us to perform to our average level or below. Like putting your smartphone into ‘Low Power’ mode, some of the more complicated applications won’t work. To free us from the shackles of everyday thinking, it can be necessary to break those routines. Go and walk a mile, go check out a local gallery. Or even, as Jan Chozen Bay suggests in Mindfulness on the Go, pause and take a breath every time you walk through a door<sup>2</sup>. You can also make a list of your routines and they see if any of them are worth breaking (just as some will be worth holding onto).</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Two modes for thinkers </span></h2>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">As Doctor Pferdt mentions, it’s helpful to consider different approaches to thinking. According to him, there are two kinds of thinking: Divergent thinking powers the imagination, so it’s used for generating new possibilities and combining new thoughts. Convergent thinking powers your judgment, when you’re making decisions it’s how you evaluate and it’s the mode you use when you’re testing something or criticizing. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Allow yourself to recognize which of the two modes you are using. For example, try to think divergently when considering your methods or plans, so that you can embrace new possibilities. Give your ideas a chance to breathe before you start to criticize (and think convergently). One practical example writers use: if you have a speech or memo to deliver, try writing it out with a pen and paper before you type it out, and don’t stop to edit yourself. Let the words flow first and come back to edit later. </span><span style="font-family: "arial" , "helvetica" , sans-serif;">You’ll find the shape of your ideas, which you can then come back to and refine with your critical eye later. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Challenge assumptions</span></h2>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Why is it that way, why can’t it be different? New, radical solutions mostly emerge outside of our comfort zone. Constraints should be welcomed as an opportunity. Consider early users of Twitter. Writing a coherent message in just 140 characters (as it used to be) seemed a crazy challenge. But the constraint became creative fuel to millions of messages and new ways of communicating in shorthand. Just as the rigid structures of the meter, rhyme, and theatrical convention were subverted by William Shakespeare - even as he adhered to them. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">From the Elizabethans to the present day, forms of convention and modes of communication move forward inexorably. The most successful thinkers and doers have to be ready to learn new ways and keep themselves learning, so they can stay in touch. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Build innovation into your daily routine</span></h2>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">When you consider the pace of change in technology, it makes sense to include ‘innovator’ in your job description, in both your actions and attitude. What can you learn and take on in your thinking that will prepare you for the changes to come? </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Doctor Pferdt recommends adopting what researcher Carol Dweck calls a “growth mindset” (the idea that we can grow our brain's capacity to learn and to solve problems), which can start a virtuous cycle whereby believing you can improve, you actually improve. There is also a sense that having an open mind to new ways of working will not just be crucial in 2019 but might also be the key to agency success in the future. Scott Harrison, founder of The Boom! has this to say on learning at work and the importance of a certain kind of versatility.<sup>1</sup> </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">In the end, the challenge comes back to us all. How do you change your everyday approach to get creative? </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Watch the video below and tune in to the <a href="https://goo.gl/RAhMNM">Google Partners Podcast</a> to find out more; and let us know your thoughts on <a href="https://goo.gl/BYOcUJ">Twitter</a>. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><sup>1</sup> <a href="https://goo.gl/MGMr4p">Kapow! how you can hack, teach, make and steal your way to creativity in digital</a>, Think With Google, June 2018 </span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><sup>2</sup> <a href="https://goo.gl/h8nSSC">Hacking your innovation mindset</a>, re:Work, June 2018</span>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-56924820551978772622018-12-12T05:49:00.002-08:002018-12-12T05:49:52.457-08:00Great work around the globe<span style="font-family: "arial" , "helvetica" , sans-serif;">Reading time: 1 minute</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">The Premier Partner Awards 2018 recognizes Premier Google Partners for innovation in search, display, mobile, shopping, video advertising and for their ability to grow businesses online. This year, over 1,500 applications were received. Out of these, the companies listed in the regional sites below demonstrated the strongest use of Google technology, innovation, and support for their advertisers.</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">This year’s winners have been announced and celebrated in ceremonies across the globe.</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">2018 Winners by region</span></h2>
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<li><a href="https://premierpartnerawards.withgoogle.com/en">Americas</a> </li>
<li><a href="https://premierpartnerawards.withgoogle.com/aunz">Australia and New Zealand</a></li>
<li><a href="https://premierpartnerawards.withgoogle.com/en_gb">EMEA</a></li>
<li><a href="https://premierpartnerawards.withgoogle.com/en_hk">Hong Kong and Taiwan</a></li>
<li><a href="http://g.co/premierpartnerawards/en-in">India</a></li>
<li><a href="https://premierpartnerawards.withgoogle.com/id/">Indonesia</a></li>
<li><a href="http://g.co/premierpartnerawards/jp">Japan</a></li>
<li><a href="https://premierpartnerawards.withgoogle.com/KR/">Korea</a></li>
<li><a href="http://g.co/premierpartnerawards/zh-cn">Mainland China</a></li>
<li><a href="http://g.co/premierpartnerawards/sea">Malaysia</a></li>
<li><a href="http://g.co/premierpartnerawards/sea">Philippines</a></li>
<li><a href="http://g.co/premierpartnerawards/sea">Singapore</a></li>
<li><a href="http://g.co/premierpartnerawards/th">Thailand</a></li>
<li><a href="http://g.co/premierpartnerawards/vn">Vietnam</a> </li>
</ul>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">If you want to take a closer look at this year’s award ceremonies, join in by following hashtags #PremierPartnerAwards and #GooglePremierPartnerAwards on Twitter, Instagram and your local social channels. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">You can also follow Google Partners on <a href="https://twitter.com/googlepartners">Twitter</a> and <a href="https://www.linkedin.com/showcase/google-partners/">LinkedIn</a> or <a href="https://www.google.com/partners/about/join.html">learn more</a>. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Once again, thanks to everyone who entered and congratulations to the winners. We look forward to seeing more great work from all of you in 2019.</span>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-56439416465242804432018-12-03T09:00:00.000-08:002018-12-03T09:00:08.563-08:00Catching the eye with seasonal ads<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 4 minutes</span></h2>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Seasonal campaigns go beyond the holidays - Cyber Monday, Mother’s Day, and Small Business Saturday are also a huge part of the retail year. They’re less about targeting seasons, and more about finding moments with a common appeal in your client’s industry.</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Brands need to be present in these moments, ready to greet panic-driven deal hunters with the perfect solution. So we sat down with Shopify’s CMO Hana Abaza on the <a href="https://goo.gl/RAhMNM">Google Partners Podcast</a> to get her top tips for seasonal campaigns that drive sales.</span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Find your season</span></h2>
<span style="font-family: "arial" , "helvetica" , sans-serif;">Every business has an element of seasonality; times when interest piques and traffic spikes. All you need to do is identify them! Robust <a href="https://goo.gl/mk7vrN">Google Analytics</a> reports are a great place to start. Export your data onto a spreadsheet, and with some clever formatting, trends will start to light up like fireworks on New Year's Eve. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Analytics also helps you uncover biases that may be hiding behind “failed” campaigns. For example, if you pumped a lot of your budget into targeting Valentine’s Day last year without success, it would be easy to write the day off as a ‘bad fit’ for your brand. Take a fresh look at the data, carry out an honest review, and you may find that small tweaks are all that’s needed to turn things around next year. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Spot your opportunity</span></h2>
<span style="font-family: "arial" , "helvetica" , sans-serif;">You’ve identified the seasons that matter to your business, now make sure your marketing budget is ready to handle the increased workload. Use <a href="https://goo.gl/hKb8Hm">Google Trends</a> to spot search trends across each region you’re targeting, then compare that to search volume data in Google Ads to find keywords that fit your offering. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">In the build-up of individual events, <a href="https://www.consumerbarometer.com/en/">Consumer Barometer</a> can help you better understand how to reach your audience at the right time, with the right message. Different events bring up different emotions, so keeping track of consumer trends is a great way to make sure your ads strike an emotional chord with your audience. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Create separate campaigns</span></h2>
<span style="font-family: "arial" , "helvetica" , sans-serif;">It’s important that you measure success without the noise of other, non-seasonal campaigns.
This helps you identify nuances in each season, and optimize next year’s campaigns with those insights in mind. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Don’t be afraid to experiment with copy. Products like <a href="https://goo.gl/xMvEpf">Responsive Search Ads</a> (RSAs) can help you test different messages with very little effort. All you need to do is enter multiple headlines and descriptions about your products, and <a href="https://goo.gl/1T8rUp">Google Ads</a> will test different combinations to identify the best fit for your audience.
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Don’t miss last-minute shoppers</span></h2>
<span style="font-family: "arial" , "helvetica" , sans-serif;">There’s been a 120% increase in “same-day delivery” searches since 2015<sup>1</sup>. For urgent searches, 74% of shoppers say that when they’re searching on mobile, they look for the most relevant information, regardless of the company or brand<sup>2</sup>. As a result, the retailer that provides the most seamless experience wins. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Season-specific <a href="https://goo.gl/cmvfCB">promotion extensions</a> help your ads stand out on Google’s results pages, and spotlight special promotions you may be running for the event. Highlighting services like same-day delivery, last-minute sales, or gift-wrapping may be all it takes to tip customers in your direction. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Great seasonal campaigns are all about planning. Arm yourself with industry trends, plan your marketing budget with those trends in mind, and remember to tap into your consumer’s emotions with ads that resonate. With the right tools, a detailed content plan, and thorough research, you’ll be setting yourself up for seasonal success. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Watch the video below and tune in to the <a href="https://goo.gl/RAhMNM">Google Partners Podcast</a> for more actionable tips and insights for seasonal success. </span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><sup>1</sup> <a href="https://goo.gl/2ap6kZ">How to reach today’s impatient shoppers - whether they’re shopping online, by voice, or in store</a>, Think With Google, May 2018 </span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><sup>2</sup> <a href="https://goo.gl/2ap6kZ">How to reach today’s impatient shoppers - whether they’re shopping online, by voice, or in store</a>, Think With Google, May 2018
</span>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-52794623966671899262018-11-01T05:28:00.000-07:002019-02-06T03:02:32.716-08:00Marketing in the age of assistance<h2 style="line-height: 1.8; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-family: "arial" , "helvetica" , sans-serif;">Reading time: 3 minutes</span></h2>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span>
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">More than ever, people are speaking to devices as part of their daily routine. </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">In the same way that smartphones revolutionized the way we shop online, the impact of voice assistants is now starting to show through integration with phones, cars, TVs and homes.</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">We use the Google Assistant to put together shopping lists, manage our finances, and control our homes. But recent research has shown that we don’t just use voice to multitask - we use it to make purchases.</span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">They drive action</span></h2>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">62% of people say they’re likely to make a purchase through their speaker in the next month, and 44% make weekly purchases. People are growing more comfortable using voice to shop online, and retail websites need to take notice. Speaking of growing more comfortable…</span></span><br />
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<span style="font-family: "roboto"; font-size: 11pt; margin-left: 1em; margin-right: 1em; vertical-align: baseline;"></span><a href="https://lh5.googleusercontent.com/gyrCY5WYhPtYAkNNobmQSAinPlXnIfqypTUWU2DD9OGwiAESBITqSbWBJncpXZmr7Qw3naoNaaLcTQr_AoKh1ABuwmxg6_R7ujIQlMgTlcOPn7OKPK5TW-d5cuZx-a3i5qYIHYqU" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://lh5.googleusercontent.com/gyrCY5WYhPtYAkNNobmQSAinPlXnIfqypTUWU2DD9OGwiAESBITqSbWBJncpXZmr7Qw3naoNaaLcTQr_AoKh1ABuwmxg6_R7ujIQlMgTlcOPn7OKPK5TW-d5cuZx-a3i5qYIHYqU" style="border: none; transform: rotate(0rad);" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">They're part of the family</span></h2>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Almost 70% of voice searches are made through natural language, not the keywords we use in web searches. And 41% of people say it feels like talking to a family member or friend, using words like “please” and “sorry” as part of the conversation. </span></span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;">They're part of the daily routine</span></h2>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">72% of people say their speakers are used as part of their daily routine. From checking commute times in the morning to setting shopping reminders in the evening, smart speakers are now “part of the furniture” in an increasing number of homes. </span></span></div>
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<span id="docs-internal-guid-785ac637-7fff-d46d-3ef1-197c1e7d2521"><span style="font-family: "roboto"; font-size: 11pt; vertical-align: baseline; white-space: pre-wrap;"><img src="https://lh4.googleusercontent.com/Mb11aivE_qKvAE-XtwJyNLrUHPS4GrL-t-dWGOlGimYoWuHr510Xi0OR-14PLnZUx3syziusA55-iJ2Hl_a9IpnGcEk5H2hQNoWy30ln184E0fs7zfOfqXIpWTnxbfBQvhzox-PO" style="border: none; transform: rotate(0rad);" /></span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">They're brand-friendly</span></h2>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">More than half of the people we surveyed said they want to receive info about sales, deals, and promotions from brands through their speaker. This opens up a huge opportunity for companies to project a literal ‘brand voice’, strengthening their emotional bonds with consumers.</span></span></div>
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<a href="https://1.bp.blogspot.com/-Uf2Q6FAonq8/W9rvGH05xQI/AAAAAAAACfg/S-vchT0UI80udFand7SXEI6Pq4P4jsrkQCLcBGAs/s1600/graph-complete.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="450" data-original-width="600" height="300" src="https://1.bp.blogspot.com/-Uf2Q6FAonq8/W9rvGH05xQI/AAAAAAAACfg/S-vchT0UI80udFand7SXEI6Pq4P4jsrkQCLcBGAs/s400/graph-complete.gif" width="400" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">As voice search grows in popularity, it’s up to agencies to stay up-to-date with the tech, and find creative and practical ways to integrate it into their clients’ campaigns. The best way to do this is to get familiar with </span><a href="https://assistant.google.com/business/" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">Actions on Google Assistant</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">. </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">The Google Assistant is the voice that answers when you ask Google Home for the weather forecast, or the app on your phone for the fastest route to coffee. Actions are the programming signals within the Google Assistant that process these requests. These Actions can be built for free by anyone, simply and effectively. </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">So if you have a restaurant client, you could build an Action to check the daily specials or order food for takeout. Or if you have a client in retail, you could build an Action for instant checkouts or personalized recommendations. </span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Google Assistant is available across over 500 million devices, and growing. It’s a major part of the future of online shopping and advertising. Before talking to your clients about its capabilities, check out this </span><a href="https://www.youtube.com/watch?v=3NIopUsI4ik&list=PLOU2XLYxmsILvfJcIASBDbgfxloFz_XsU" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">video playlist</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> for everything you’ll need to build your first Action.</span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">You can also find out more about how voice assistance affects consumer behavior with this handy video:</span><br />
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/IFmXvSfKUl4/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/IFmXvSfKUl4?feature=player_embedded" width="320"></iframe></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Source: </span><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;"><a href="https://www.thinkwithgoogle.com/data-collections/voice-assistance-emerging-technologies/" style="text-decoration: none;">Think with Google</a></span></span></div>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-52688377287839904752018-10-26T07:32:00.000-07:002018-10-26T07:32:17.086-07:00Moving from integration to synchronization<span id="docs-internal-guid-96344439-7fff-12f6-ab09-9c81c53749f1"><h2 style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Reading time: 3 minutes</span></h2>
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<a href="https://1.bp.blogspot.com/--axxlF4aGNc/W9Mkl921bAI/AAAAAAAACdc/aH9a24HwhXssADhtY3HdC9hpx4RmtShlgCLcBGAs/s1600/Synch_header.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="700" data-original-width="1500" height="298" src="https://1.bp.blogspot.com/--axxlF4aGNc/W9Mkl921bAI/AAAAAAAACdc/aH9a24HwhXssADhtY3HdC9hpx4RmtShlgCLcBGAs/s640/Synch_header.gif" width="640" /></a><span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Consumers are more digitally savvy than ever before, effortlessly bouncing across channels and brands, making up their minds as they go. In fact, 49% of users visit 2-4 websites before they decide to make a purchase.* So how can we make sure our marketing is on-brand and in-sync with our brand message across platforms? By amplifying and strengthening that message with synchronized marketing. </span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Marketing is a team sport - each message needs to be in tune with another to survive in the ever-evolving advertising ecosystem. Marketers need to start thinking beyond a single campaign, and more about ensuring our messages are in-sync with one another, and the overall brand message. </span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Simply put, it’s taking integrated marketing ideas and expanding on them with the consumer in mind. There’s no need to abandon your marketing strategies, because a simple tweak may be all that’s missing in your plan. Here are five areas you can fine-tune to make sure you’re nailing your marketing efforts every time. </span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;">Define your purpose</span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">What do you offer your clients that others can’t? What problems are you solving and how? Define what makes you unique, and let that message be the anchor that keeps your brand message consistent throughout, even when you introduce new products.</span></div>
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<a href="https://1.bp.blogspot.com/-GjVuwna_Og8/W9MkzI8VOeI/AAAAAAAACdg/RlVUTvfeU3w9RS6TQhwOtaQsZX454tZKQCLcBGAs/s1600/middle_1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="700" data-original-width="1500" height="186" src="https://1.bp.blogspot.com/-GjVuwna_Og8/W9MkzI8VOeI/AAAAAAAACdg/RlVUTvfeU3w9RS6TQhwOtaQsZX454tZKQCLcBGAs/s400/middle_1.gif" width="400" /></a></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;">Keep the dialogue going</span></h2>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Thanks to the evolution of social media, marketers can continuously engage with their audience to keep their brand front-of-mind. A conversation that starts on Facebook can easily spill over to Twitter, blogs, and other mediums, amplifying the message for your audience. Let your customers know you care by responding to comments, complaints, and questions quickly and compassionately across all platforms.</span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;">Sync up your various platforms </span></h2>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Digitally-conscious consumers often blur the line between online and offline, reality and virtual reality. When marketing is synchronized, all touchpoints feed off each other. The conversational nature of social media is a great way to kick off a campaign online and then use the promoted hashtag on print, out-of-home and video ads, seamlessly marrying offline and online marketing efforts. </span></div>
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<a href="https://1.bp.blogspot.com/-I2czHEugvvI/W9Mk6eJWZzI/AAAAAAAACdk/egrFT5fcGSAL-qW_As-g2WvF47fRbggdACLcBGAs/s1600/synchronization_middle-01.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="747" data-original-width="1600" height="186" src="https://1.bp.blogspot.com/-I2czHEugvvI/W9Mk6eJWZzI/AAAAAAAACdk/egrFT5fcGSAL-qW_As-g2WvF47fRbggdACLcBGAs/s400/synchronization_middle-01.png" width="400" /></a></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;">Repurpose and recycle content </span></h2>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Create content that you can repurpose across multiple channels. 60% of marketers produce at least one new content piece every day,** but pumping brand new content can be expensive. However, a stimulating white paper can be condensed into a blog piece, excerpts of key learnings can be shared on social media with a link to download the full report, and you can feature it on a company podcast discussing similar topics. </span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;">Treat employees like brand advocates</span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Employees are the heart and soul of the brand and can act as a direct line to a broader audience. People are more aligned with their online profiles than ever before, and happy team members that are proud of what they do will sing about it from the rooftops across multiple platforms. And their reach is incredible - a recent study found that employees have on average ten times more connections than branded channels online.*** They are the messengers that can make or break your brand, so make them feel valued and appreciated. </span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Synchronized marketing is all about thinking beyond a single campaign, and making sure every message we send out harmonizes across all channels. It’s tougher than ever before to know how and where a customer will see your brand for the first time, so make sure you provide a consistent experience throughout your marketing efforts.</span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"> </span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">*Source: Gallup</span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">** Source: WordStream</span></div>
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<span style="font-family: Arial; font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">***Source: MSLGROUP</span></div>
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Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-74645153425534959862018-10-11T04:01:00.000-07:002018-10-11T04:01:05.823-07:00Marketing with podcasts<span id="docs-internal-guid-68f95806-7fff-c61a-e62c-d2d2fd8c2909"></span><br />
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Reading time: 5 minutes</span></span></span></h2>
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<a href="https://3.bp.blogspot.com/-nTjYwl-bNTA/W78tWCbm16I/AAAAAAAACUk/fQhGMb_LZacm4JCYQ2qSsW93F8t29GikgCLcBGAs/s1600/podcast_header-2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="700" data-original-width="1500" height="298" src="https://3.bp.blogspot.com/-nTjYwl-bNTA/W78tWCbm16I/AAAAAAAACUk/fQhGMb_LZacm4JCYQ2qSsW93F8t29GikgCLcBGAs/s640/podcast_header-2.gif" width="640" /></a></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">The podcast industry is booming, so it’s no wonder savvy marketers are weaving them into their content marketing plans. They are a great way to reach your audience, and podcast listeners are also a loyal bunch: 80% will listen to a full podcast once they’ve started it, and 45% will follow calls to action after hearing them.* </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">With the marketplace experiencing a growth spurt and over half a million podcasts to choose from, there are no signs of podcasts losing popularity. But, it takes more than a microphone and an idea to attract such a highly engaged crowd. So, here are some tips on creating a podcast that survives the marketing ecosystem and stands out from the crowd. </span></span><span style="font-family: "arial" , "helvetica" , sans-serif; white-space: pre-wrap;"> </span></div>
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<a href="https://4.bp.blogspot.com/-SEywEkBkdcs/W74xSxfCi9I/AAAAAAAACUQ/zGlJsi32BbQLEciQdG1-jo3rP8oT2ERKQCEwYBhgL/s1600/middle_2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="700" data-original-width="1500" height="149" src="https://4.bp.blogspot.com/-SEywEkBkdcs/W74xSxfCi9I/AAAAAAAACUQ/zGlJsi32BbQLEciQdG1-jo3rP8oT2ERKQCEwYBhgL/s320/middle_2.gif" width="320" /></a></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Be remarkable </span></span></h2>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">It can be tempting to follow in the footsteps of the podcast greats, but if you want to generate interest and excitement, you should venture off the beaten path and find your niche topic. To do that, become the market and start researching what’s already out there. Start with something that interests you. Show up in the comments on some of the podcasts that you find useful, listen to what could be improved, and participate in the forums. Once you gather all your insights, sit down and deep-dive into your findings - an opportunity will be hiding in there, you just need to listen for it. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Be committed and consistent </span></span></h2>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Team up with like-minded people who enjoy the same type of content, to ensure you are all aligned on tone, topics and what you want to achieve. Building up interest and listenership takes time and effort, so having people pulling in the same direction is key to getting across the finish line. Consistency is key, so commit to a schedule you are comfortable with and stick with it. To set expectations, make sure you post regularly and at the same time. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Take risks </span></span></h2>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Don’t be afraid to amp up your promotions or content to be heard. Recycling is great, but reciting the same old repertoire will only get you so far. However, this doesn’t mean that to succeed you have to reinvent the wheel and come up with something completely original. Instead of thinking brand-new, think better-new. Take something that’s already out there and put a spin on it; introduce a new way of looking at the topic, mix it up with a twist on delivery, or delight with a surprising host choice. </span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">For example, the gaming podcast </span><a href="https://whatsgoodgames.com/" style="text-decoration-line: none;"><span style="color: #1155cc; vertical-align: baseline; white-space: pre-wrap;">What’s Good Games</span></a><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"> is hosted by four female experts who are taking the predominantly male gaming industry by storm. The topic itself isn’t new, but the hosts’ unique insights put them at the top of the leaderboard. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Reward your listeners</span></span></h2>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Making your audience feel special and appreciated is a great way to encourage your audience to tune in to your podcast. So, reach out to them on social channels, and reward your audience with exclusive offers, content, and freebies. Shout outs and special mentions at the end of each podcast can also be an excellent incentive for people to stay tuned in until the very end, and it can help you connect with your listeners on a more personal level. Let them know that you’re listening to their thoughts, suggestions, and concerns. Not listening to feedback is the fastest way to isolate your fans, so ensure you’re actively taking notes on what’s working and what could be amplified. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Podcast promotion </span></span></h2>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Be loud and proud about your podcast! Learn where your audience lives online, to know how to reach them on channels they love to follow. Make sure to create a call to action - what is it that you would like them to do after listening to your podcast? Visit your website, download your e-book, subscribe to your newsletter? Choose one and sprinkle it at the end of each episode. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Create a buzz around upcoming episodes by teasing your audience with a short audio snippet, sharing fun facts about the topic, and what they will learn if they tune in. Harness the power and reach of social media to let your followers know about your podcast. Don’t be shy about sharing your podcast more than once - the social media landscaping is overflowing with content, and it is more than likely that some people will have missed your original post.</span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">A podcast should be like a pop song - it should be playing on all stations. Make your podcast available on all main directories, such as Google Podcasts, iTunes, Spotify, SoundCloud, Stitcher, TuneIn, Podbay and Podtail to make it easier to find for your audience. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Repurpose podcast content </span></span></h2>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">It takes a lot of time and effort to record a podcast. Repurpose that content and publish it across different mediums to make the most of it. Write a blog post using key takeaways from your podcast, publish videos of your podcast recordings on YouTube, create social media posts using quotes from guests, and promote your other content within your podcast. Look at your content marketing engine as an ecosystem that supports each other and helps it thrive. </span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Starting a podcast is no easy feat - it requires a lot of time to build up your audience, and hard work to cut through the white noise. But with a little planning, commitment, and research, this could become your path to a regular, highly engaged audience. Check out the video below for more tips on podcasts that resonate, and the </span><a href="https://goo.gl/RAhMNM" style="text-decoration-line: none;"><span style="color: #1155cc; vertical-align: baseline; white-space: pre-wrap;">Google Partners Podcast</span></a><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"> for more marketing insights and these tips in action. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">*Source: Podcast Insights</span></span></div>
</span>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-51984467063332282602018-10-01T09:37:00.000-07:002018-10-04T22:54:32.533-07:00The new and improved Google Partners experience<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 2 minutes</span></h2>
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<a href="https://2.bp.blogspot.com/-G2_zCT8smM0/W5kgELsc8GI/AAAAAAAACAU/ioYEEgijNIUvH5nF5NiJ2nFyWz_Q8k2pwCPcBGAYYCw/s1600/blog-header.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="410" data-original-width="1600" height="164" src="https://2.bp.blogspot.com/-G2_zCT8smM0/W5kgELsc8GI/AAAAAAAACAU/ioYEEgijNIUvH5nF5NiJ2nFyWz_Q8k2pwCPcBGAYYCw/s640/blog-header.gif" width="640" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The Google Partners program was built to offer our advertising partners access to industry events, trainings and tools to help boost their skill set. Now, all these benefits will be front and center in your </span><a href="https://www.blog.google/products/ads/" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">Google Ads experience</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> so you can easily access your company’s badge, specialization status and promotional offers right where you create and manage campaigns for your clients.</span></span></div>
<span id="docs-internal-guid-0bd1a0ed-7fff-fd5b-5bac-3c58780ff4a6"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Your company’s Partners details can be found in the Google Ads manager account that was associated with your company’s Partners profile. There, you’ll find these three features:</span></span></div>
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<li><span id="docs-internal-guid-1538cc42-7fff-be0a-81c5-6cae06440c4e"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;">Badge status</span><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">: All the information about your badge status, company specializations and certifications can be found here. You can also access badge assets and the new public company profile. Find out more about the Google Partner badges </span><a href="https://support.google.com/google-ads/answer/9028815?visit_id=636731440451712491-507084821&rd=1" style="text-decoration-line: none;"><span style="color: #1155cc; vertical-align: baseline; white-space: pre-wrap;">here</span></a><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">.</span></span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="white-space: pre-wrap;"><span id="docs-internal-guid-d20ec299-7fff-44f8-a636-82f697c5f6b0"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline;">Promotional offers</span><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">: This feature provides promotional offers for your eligible Google Ads accounts, and these can now be automatically applied. Select the auto-apply promotional offers option to take advantage of this feature. You can view all available promotional offers, and see what’s been applied in the last 90 days. </span></span></span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="white-space: pre-wrap;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><span id="docs-internal-guid-27d5ac50-7fff-5bb8-aafb-9c0e646797ee"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline;">Company details</span><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">: Check this section to ensure company details like name and location are up-to-date.</span></span></span></span></span></li>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Explore and familiarize yourself with the new Partners program section in your Google Ads account and find more information about the changes </span><a href="https://support.google.com/google-ads/topic/9028736?hl=en&ref_topic=3181080,3126923," style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">here</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">.</span></span></div>
<span id="docs-internal-guid-35f57525-7fff-c298-68ac-07f13a09472b"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Follow us on Twitter </span><a href="https://twitter.com/googlepartners" style="text-decoration-line: none;"><span style="color: #1155cc; vertical-align: baseline; white-space: pre-wrap;">@googlepartners</span></a><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"> for the latest updates. See you online Partners! </span></span></span><br />
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<br />Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-35202324525274845672018-09-28T07:41:00.000-07:002018-10-04T22:55:54.613-07:00The future is diverse<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 5 minutes</span></h2>
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<a href="https://3.bp.blogspot.com/-FXkrivrcf1I/W643aQlh7kI/AAAAAAAACK0/FXOO-X64FYQ6jeBf6nCaadjziiDVXCcjQCLcBGAs/s1600/lightbulbs.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="700" data-original-width="1500" height="297" src="https://3.bp.blogspot.com/-FXkrivrcf1I/W643aQlh7kI/AAAAAAAACK0/FXOO-X64FYQ6jeBf6nCaadjziiDVXCcjQCLcBGAs/s640/lightbulbs.gif" width="640" /></a></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Our lives are more connected and intertwined than ever before. Togetherness, inclusion, and emphasis on equality for all are paramount, and the workplace is no exception. </span></span></div>
<b id="docs-internal-guid-2ba16a05-7fff-132d-7f99-3801806dfff4" style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Although many organizations are championing inclusion and diversity in the workplace, the numbers show that only </span><a href="https://www.womenwill.com/lead/podcasts.html" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">11% of Creative Directors</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> are female, less than </span><a href="https://www.thinkwithgoogle.com/consumer-insights/inclusive-marketing/" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">6% of the advertising industry is black</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, and the number </span><a href="https://www.thinkwithgoogle.com/consumer-insights/inclusive-marketing/" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">is actually declining</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> (Think with Google). </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Promoting diversity in the workplace isn’t just the right thing to do, it’s also good for business. Diverse teams are proven to be more innovative and creative, not to mention the tangible financial benefits it brings. Despite the clear benefits, the industry still has a long way to go. </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">So what can you do to ensure you’re promoting diversity in your agency too? </span></span></div>
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<h2>
<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Build a diverse team</span></h2>
<div dir="ltr" style="line-height: 1.7999999999999998; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The first step is to seek out different mindsets. To create advertising that resonates with the vast diversity in the marketplace, we need to seek out and hire talent that truly understands different cultures. So, we asked our partners how they ensure diversity in their agencies and found that 31% focus on embracing diverse voices and leadership. After all, agencies with diverse talent can generate around </span><a href="https://www2.deloitte.com/insights/us/en/focus/human-capital-trends/2017/diversity-and-inclusion-at-the-workplace.html" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">30% higher revenue</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> per employee (Deloitte Insights). </span></span></div>
<b id="docs-internal-guid-933ea8fc-7fff-bb52-7e04-7acd833150c4" style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<div dir="ltr" style="line-height: 1.7999999999999998; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Diversity is not just about being colorblind or gender neutral - agencies need to start looking beyond educational backgrounds, age, and portfolios too. The focus should be on the raw talent in front of them instead.</span></span></div>
<b style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<div dir="ltr" style="line-height: 1.7999999999999998; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">It’s important to work on creating an industry that nurtures a culture of voice, where everyone feels comfortable speaking up. There’s little point in hiring diverse talent and then asking them to act like everyone else. By embracing different backgrounds, experiences, and perspectives, marketers are in a better position to gain valuable insights that can help them tell more inclusive stories.</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">The hiring process is just the beginning. Far too often the boardroom chairs are occupied by men, and we need to start asking what we can do to change that. It is on us to always ask questions and ensure that we are striving for equality for all, at all levels.</span></span></div>
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<a href="https://1.bp.blogspot.com/-tXvu6YiW33E/W643_CIDQaI/AAAAAAAACK8/hyqoHPEfhAMiQQ2MAmYvzsZjp86maDYmACLcBGAs/s1600/hands.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="532" data-original-width="1600" height="212" src="https://1.bp.blogspot.com/-tXvu6YiW33E/W643_CIDQaI/AAAAAAAACK8/hyqoHPEfhAMiQQ2MAmYvzsZjp86maDYmACLcBGAs/s640/hands.gif" width="640" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Culture of empathy, not sympathy</span></h2>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Inclusion and diversity have to be more than just a once-a-year initiative. Diversity is an action, but inclusivity is a culture, and an agency’s culture is shaped by the people at the top. It’s important to strive for diversity across all levels, especially leadership. Having different experiences and ideas in the room naturally leads to more creative and diverse solutions, and a culture of empathy and inclusion.</span></span></div>
<b id="docs-internal-guid-d30696f7-7fff-7158-94b1-3b5de78ba023" style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<div dir="ltr" style="line-height: 1.7999999999999998; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">A culture of empathy is the ultimate goal, and the company’s culture is defined by its leadership. It is therefore paramount to have diverse leaders and mentors for people to turn to for guidance. Agencies must strive to create a sense of belonging and an environment where everyone feels comfortable. That’s the only way to truly embrace different ways of thinking, and understand the value of the insights that brings to the table.</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Make diversity an integral part of your business and create actionable, good habits to harness the power of diversity. Make it a habit to show your employees you appreciate their efforts, and that their ideas are valued. This will help transform your workforce into an environment where everyone respects and appreciates the different styles, mindsets, and ideas. After all, a culture where diverse thinking is celebrated attracts talent, improves team morale and employee retention. </span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Tell relatable stories</span></h2>
<div dir="ltr" style="line-height: 1.7999999999999998; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-size: 12pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">We care about stories that represent who we are and where we come from more than ever before. 85% of women say that ads don’t represent their real lives because more often than not, they are portrayed in stereotypical roles. To create stories that tap into this underrepresented culture, agencies need to have a deeper understanding and empathy for the audiences they are trying to reach. Brands that represent different kinds of people in a realistic way can make meaningful connections with people that rarely feel a campaign has been made for them. </span></span></div>
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<a href="https://4.bp.blogspot.com/-ZXUmgMbpg6w/W644eV8KAhI/AAAAAAAACLE/idyoc0WLZqcFXvx9G1Sx3rNkKZ_Tt1PrACLcBGAs/s1600/plugs.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="960" data-original-width="1600" height="384" src="https://4.bp.blogspot.com/-ZXUmgMbpg6w/W644eV8KAhI/AAAAAAAACLE/idyoc0WLZqcFXvx9G1Sx3rNkKZ_Tt1PrACLcBGAs/s640/plugs.gif" width="640" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Hold yourself accountable</span></h2>
<div dir="ltr" style="line-height: 1.7999999999999998; margin-bottom: 0pt; margin-top: 0pt;">
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">If truly multicultural marketing is our goal, agencies have to hold themselves accountable. As you continue to work towards a more inclusive culture, here are three tenets to help you stay on track: </span></span></div>
<b id="docs-internal-guid-48aa7299-7fff-0b20-8f43-7ef66a1b8072" style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<div style="line-height: 1.7999999999999998; margin-bottom: 0pt; margin-top: 0pt;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Commit</span><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> - Diversity of talent must be at the core of everything you do. You must commit to striving for diversity every single day, and when your efforts fall short -- ask why. Not only is diversity in the workplace a moral obligation, it also has immense </span><a href="https://www.mckinsey.com/business-functions/organization/our-insights/why-diversity-matters" style="text-decoration: none;"><span style="background-color: transparent; color: #1155cc; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">economic value to businesses</span></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> (McKinsey). </span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Measure</span><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> - Data speaks louder than words, so be loud and proud about how diversity is making a positive difference in your agency. Once others see tangible proof and the impact diverse talent can have, they’ll follow suit. </span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Talk</span><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> - Diversity must be at the core of every hiring decision. Keep the conversation going about your efforts across all levels, and keep asking if you’re hiring talent that will push your creative talent to the next level. </span></span></div>
<b style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Most importantly, agencies must be upfront when they’ve made a mistake and learn from it. Diversity is more than just an HR function, so agencies must take time to analyze their mistakes, so they know what they need to do moving forward. </span></span></div>
<b style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Marketers are in a unique position to reshape the way we think and create positive change. The change won’t happen overnight, but every little step towards where we want to be is a step in the right direction.</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Check out the video below to find out what other steps you can take to begin your journey to a more inclusive and diverse agency culture.</span></span></div>
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/sdmRmZ4Ws1A/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/sdmRmZ4Ws1A?feature=player_embedded" width="320"></iframe></div>
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<br />Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-7964193331980323162018-09-05T06:26:00.000-07:002018-10-04T22:58:07.371-07:00Building better client relationships<h2 style="clear: both;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 3 minutes</span></h2>
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<span id="docs-internal-guid-2f8ac14a-7fff-3068-7fec-cb05cb4a33ce" style="font-weight: normal;"><div dir="ltr" style="line-height: 1.8; margin-bottom: 0pt; margin-top: 0pt; text-align: center;">
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<span style="font-family: "arial"; font-size: 11pt; vertical-align: baseline; white-space: pre-wrap;"><img height="350" src="https://lh3.googleusercontent.com/anYKduvs6tDHQUiUjJH8Kv8SRwFG7bsZ-qyM7x22CAflBz9NXa3Li-zrrIJEj9jQAvqwgimHMmGyIAOPk8bAQKfh8v2iZnPtFYL3m35ffxC_r02gTerhYk27ku9cj0fsq-CkCF8j" style="border: none; transform: rotate(0rad);" width="518" /></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Strong client relationships can’t be built overnight; it takes time, effort, and dedication to develop them. But they’re also the cornerstone of any great agency. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Happy clients help you to:</span></div>
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<li>Reduce churn - it’s far cheaper and easier to retain existing customers than it is to find new ones.</li>
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<li>Improve loyalty - attract new clients organically through positive testimonials.</li>
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<li>Reduce negative sentiment - unhappy clients are perfectly willing to share their poor experiences, and bad news travels fast.</li>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">In short, the more you put into your relationships, the more you’ll get out of them. But every client has their own unique needs, so one size never fits all. Luckily, there’s a few universal truths when it comes to strong communication. So follow these five steps to give yourself a solid foundation to build upon.</span></span></div>
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<span style="font-family: "arial"; font-size: 11pt; vertical-align: baseline; white-space: pre-wrap;"><img height="150" src="https://lh4.googleusercontent.com/GIMh9BamJEbovVcjPwUqspYM8-YeqYN1dA-ic4aJYQjM0JDonsVOiLHoI0t-pCSbd1zZb5QvUqnXYoBAgfil8VCjNHdR0IIJ2CSRi4JFW9HAP3MPkBGdWNRY0DrDrQyISR2xrIh3" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="150" /></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Be engaged</span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">When you first meet with a prospective client, take the time to hear and understand what they’re hoping to achieve. Painting a complete picture of their goals and KPIs will help you offer a curated service that’s fully geared towards their needs.</span></span></div>
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<span style="font-family: "arial"; font-size: 11pt; vertical-align: baseline; white-space: pre-wrap;"><img height="150" src="https://lh6.googleusercontent.com/hzrt8UI9c9IjebitRp9z-6EHIl-h9uzxJWP5r86tMP66Q3ddJUq5I8qyjzIlaSejHDWR60i1OWwKjHeZ0iL3VP57KY69LenXl8ggF0V9mbhZtVH5tp9goYMQQoKgDMyasxstqWtV" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="150" /></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Be responsive</span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Communicate openly, honestly, and quickly. Set an agency-wide target response time for all queries, to make sure each of your clients feels respected and valued. Avoid radio silence at all costs - even if you can’t give a detailed response immediately, get in touch to let them know you’re working on it. </span></span></div>
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<span style="font-family: "arial"; font-size: 11pt; vertical-align: baseline; white-space: pre-wrap;"><img height="150" src="https://lh5.googleusercontent.com/RjsRyvUwfGsQYwy_i53-UEHMzfzmic8v_Ylgi-rkKE6dvsTxWE6NLVzCz6e1ifUBOFmWHMWGx6zuoQv2K4_s_1zHzLu8V8BqwJ0EcR-lZqHZax0MuVq9GDeEDWI5Vk9CxanrjlLo" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="150" /></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Seek to understand</span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">It’s difficult to juggle multiple clients, especially when you’re dealing with conflict. But in stressful situations, it pays to put yourself in their shoes to better understand their point of view. Ask questions about their business, and when you’re sending on reports make sure they have a strong emphasis on metrics they’ve identified as important. </span></span></div>
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<span style="font-family: "arial"; font-size: 11pt; vertical-align: baseline; white-space: pre-wrap;"><img height="150" src="https://lh4.googleusercontent.com/UC3FnXf3iArLlVKT6nqC8JX5QEssAFFZpPHFQhTcLwXIcr_RftKBkm9_mHQsXDPnAT_OLtyEX_sEZc_4cJiR5pw2tRe-oiG4PNUXOeLg6HV6uHzc3JNi__KSQfwjNj3AuQd0eDXt" style="border: none; transform: rotate(0rad);" width="150" /></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Follow up</span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">After every email exchange, phone call, or face-to-face meeting, make sure you follow up with a list of actionable points that you’ll be implementing going forward. This helps to set realistic and achievable results within an agreed-upon timeframe, and reduces the risk of crossed wires affecting your relationship. After every project, you should also follow up with a discussion on what went well, and what didn’t. These insights can then be applied to future projects to make sure you’re always delivering what your client wants. </span></span></div>
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<span style="font-family: "arial"; font-size: 11pt; vertical-align: baseline; white-space: pre-wrap;"><img height="150" src="https://lh3.googleusercontent.com/5Tkrl65I9OdfTJibAXbOQndQEBwZIpwrUxieF7Eo8h1-6t99C--_IO77utIfcWIqxiQm8FLooVE1yc8UdAE6XuuDy6D82JGZYE6VSJKWetdYtpG2x4CNkCud7Ga0o5EAWwRNBgfH" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="150" /></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">Follow through</span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">A missed deadline can have a severe impact on an agency / client relationship, so never make a promise you can’t keep. Push back on unrealistic asks, with valid reasons for why it can’t be done and an alternative solution. You always want to be accommodating, but work suffers when you’re in a race against the clock, and it’s important you always retain your client’s trust. </span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;">This honesty and openness can sometimes lead to short-term conflict, but the best agencies realize that conflict is forgotten quicker than disappointment. We even have stats to back it up! In a recent poll on Twitter, 39% of Google Partner agencies said that the key to strong customer relationships is to be engaged and follow up, while 32% highlighted delivering on commitments as their main priority. </span></span></div>
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<a href="https://lh6.googleusercontent.com/2AiDLzu7tIEMdT0dL91-iTWnwQ-Qf5bPIH5bwYgYNwBU2B0AKkgh33_eVoXiETQ0v57bBf0rPe6L9DEB2um49cITr74piGiDmU5jOW-TePYOWkcJP3cDNuAUddltHy4auNqvrOxI" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="336" src="https://lh6.googleusercontent.com/2AiDLzu7tIEMdT0dL91-iTWnwQ-Qf5bPIH5bwYgYNwBU2B0AKkgh33_eVoXiETQ0v57bBf0rPe6L9DEB2um49cITr74piGiDmU5jOW-TePYOWkcJP3cDNuAUddltHy4auNqvrOxI" style="border: none; transform: rotate(0rad);" width="350" /></a></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span id="docs-internal-guid-1bd73b97-7fff-453d-e06b-62e22fd1a6b1"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">We all have multiple clients, and it’s easy to forget sometimes that, very often, </span><span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline;">you’re their only agency. </span><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">In giving you control of their online advertising, they’re trusting you with the keys to their business growth and development. If they’re confident in your ability to perform, that job gets an awful lot easier. </span></span></span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><br /></span></span></span></div>
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<span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif; font-size: large;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">Take a look at the video below for more advice on building thriving relationships with your clients:</span></span></span></div>
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<iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/GStMFGUsapI/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/GStMFGUsapI?feature=player_embedded" width="320"></iframe></div>
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Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-46071611167944253292018-08-08T09:00:00.000-07:002018-10-04T22:59:08.891-07:00How to grow a small business<span style="font-family: "arial" , "helvetica" , sans-serif;"></span>
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<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 2 minutes</span></h2>
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<a href="https://4.bp.blogspot.com/-M17J-Smk8Wo/W2R-6ms0yNI/AAAAAAAABq8/OssK5XJSSSoBKjwwFDcHATKBl2r5ObxiwCLcBGAs/s1600/Grow-a-small-business-1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="251" data-original-width="344" height="290" src="https://4.bp.blogspot.com/-M17J-Smk8Wo/W2R-6ms0yNI/AAAAAAAABq8/OssK5XJSSSoBKjwwFDcHATKBl2r5ObxiwCLcBGAs/s400/Grow-a-small-business-1.gif" width="400" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">The spark that starts the journey</span></h2>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Every business has to begin somewhere. Where do you go for inspiration, and how do you find the right way to establish a viable new venture? How will you get from those first stages, huddled around notepads with coffee and dreams, to something more tangible on the road to profit?</span></span></div>
<b id="docs-internal-guid-e7b19e98-0086-68d0-9a9f-a91e1021815c" style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The answer is, you can learn from those who have gone before. We’ve crowd-sourced advice from Google Partner agencies, ‘get up and go’ entrepreneurs and online experts, who’ve gone from ideation to setting up their businesses for real. </span><span style="white-space: pre-wrap;">What are some of the themes they keep coming back to?</span></span></div>
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<a href="https://1.bp.blogspot.com/-iZBagW5nz_8/W2R_HPIfkKI/AAAAAAAABrA/o6y96HZR0RkHyhFgXAA7uF4UAgxS0eDyACLcBGAs/s1600/how%2Bto%2Bgrow%2Ba%2Bsmall%2Bbusiness%2Bassets-01.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="150" data-original-width="150" src="https://1.bp.blogspot.com/-iZBagW5nz_8/W2R_HPIfkKI/AAAAAAAABrA/o6y96HZR0RkHyhFgXAA7uF4UAgxS0eDyACLcBGAs/s1600/how%2Bto%2Bgrow%2Ba%2Bsmall%2Bbusiness%2Bassets-01.png" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Believe in yourself and don't overthink</span></h2>
<span id="docs-internal-guid-698dfefe-0089-b37b-3b76-166c1c11d506"></span><br />
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Take the first step and go for it. Like Colonel Sanders, you just have to keep believing, taking your own ‘chicken recipe’ around the country until you succeed. As Shanee Kirk, of Shanee Kirk Marketing, puts it: “Be brave, be fearless as often as you can. Get used to hearing “no” and keep pushing forward anyway. Don’t give up!”</span></span></div>
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<a href="https://1.bp.blogspot.com/-mtpeUKI8bcQ/W2R_P0YlmlI/AAAAAAAABrI/DSFltFySQ-weNPRdedxMl9akPEyl5bq-gCLcBGAs/s1600/how%2Bto%2Bgrow%2Ba%2Bsmall%2Bbusiness%2Bassets-02.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="150" data-original-width="150" src="https://1.bp.blogspot.com/-mtpeUKI8bcQ/W2R_P0YlmlI/AAAAAAAABrI/DSFltFySQ-weNPRdedxMl9akPEyl5bq-gCLcBGAs/s1600/how%2Bto%2Bgrow%2Ba%2Bsmall%2Bbusiness%2Bassets-02.png" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Be flexible to go with the times</span></h2>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">You do need to have a plan and stick to it and this will involve discipline and noting down your goals. However, in this digital/mobile age, businesses that succeed need to be able to change course and respond to new practices. </span></span></div>
<span id="docs-internal-guid-4fa2ccff-008a-40e7-5e36-05f2ea0f5d9f"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">According to Joel Crump, via LinkedIn: </span><span style="font-family: "arial" , "helvetica" , sans-serif;">“Make a plan but don’t be afraid to stray from it. These days, it’s helpful to be agile and reactive, as technology continues to change our ways of doing business.” </span></span></div>
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<a href="https://4.bp.blogspot.com/-kHvgVk9ogL4/W2R_eZpWfwI/AAAAAAAABrQ/vI6csJ5NLrseYlw1RmkJe4ye3ldlB_TQwCLcBGAs/s1600/how%2Bto%2Bgrow%2Ba%2Bsmall%2Bbusiness%2Bassets-03.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="150" data-original-width="150" src="https://4.bp.blogspot.com/-kHvgVk9ogL4/W2R_eZpWfwI/AAAAAAAABrQ/vI6csJ5NLrseYlw1RmkJe4ye3ldlB_TQwCLcBGAs/s1600/how%2Bto%2Bgrow%2Ba%2Bsmall%2Bbusiness%2Bassets-03.png" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Quick tips that linger</span></h2>
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<span style="white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Our network of supporters at Google Partners also note apparent quick wins that can make a huge difference. Like making sure you have a good accountant and researching your target market. Sweat the small things, but dream big.</span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://goo.gl/TSZucG" target="_blank">Get your business online with Google My Business</a> </span><br />
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Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-91278457081826974422018-08-01T07:04:00.002-07:002018-10-04T23:00:21.352-07:00Turning conversations into sales<span id="docs-internal-guid-b07c9f4d-f5af-559d-da43-58d5d51dc8f7"></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 2 minutes</span></h2>
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<a href="https://2.bp.blogspot.com/-4wou0DVw_d8/W2G7OMS99vI/AAAAAAAABpg/l1M4RbRe4ho1OKj4MRHM6NLVyOVck0NPQCLcBGAs/s1600/generating_leads_1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="450" data-original-width="560" height="321" src="https://2.bp.blogspot.com/-4wou0DVw_d8/W2G7OMS99vI/AAAAAAAABpg/l1M4RbRe4ho1OKj4MRHM6NLVyOVck0NPQCLcBGAs/s400/generating_leads_1.gif" width="400" /></a></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Is it the application of science or a sprinkling of magic that helps you convert leads into bona fide new agency business? We take a look at some of the tried and tested approaches that Google Partner agencies have put to work when turning warm leads into signed-up new clients.</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Here are three top takeaways that can give you an advantage:</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"> </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Do your homework about potential clients</span></span></h3>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">It pays to find out who the clients are and do your research. Today, every company has a footprint online, and you’ll want to discover how they portray their brand on a variety of digital channels. </span></span><span style="font-family: "arial" , "helvetica" , sans-serif; white-space: pre-wrap;">If they are doing social media right, the tone of their tweets will give you an insight into how they operate. Look at their website, company videos, anything they’ve published. Consider what works well. Also think about what doesn’t work, as this will give you a route into what your agency could bring to the table. </span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif; white-space: pre-wrap;"> </span></div>
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<a href="https://4.bp.blogspot.com/-_h0_vMRRtkg/W2G7XvLMXFI/AAAAAAAABpk/oWETLKAdBGAAoQ_JJ97D-J3yr7uLxZI7wCLcBGAs/s1600/generating_leads_2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="360" data-original-width="650" height="176" src="https://4.bp.blogspot.com/-_h0_vMRRtkg/W2G7XvLMXFI/AAAAAAAABpk/oWETLKAdBGAAoQ_JJ97D-J3yr7uLxZI7wCLcBGAs/s320/generating_leads_2.gif" width="320" /></a></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"> </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Always be closing</span></span></h3>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">The sales mantra ‘always be closing’ suggests you should continually look to close a deal and check a client’s readiness to do business. With agency leads, more likely it’s the case that potential clients will let you know when they are ready. But they’ll need to understand the added value you offer first. Naturally, your agency will want to be seen as digital experts, so a tip-top landing page on your web domain is a great tool to show off your wares. Make sure your headline copy is punchy and engaging, and don’t forget to use clear and well designed case-studies to add credibility to your story.</span></span></div>
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<a href="https://2.bp.blogspot.com/-baI9TsF2EEg/W2G7jl0Zn1I/AAAAAAAABps/_XUIf1RIA_cdxN-wbmXTJiMRhuzZnsIIgCLcBGAs/s1600/generating_leads_icons-static-02.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="195" data-original-width="289" height="215" src="https://2.bp.blogspot.com/-baI9TsF2EEg/W2G7jl0Zn1I/AAAAAAAABps/_XUIf1RIA_cdxN-wbmXTJiMRhuzZnsIIgCLcBGAs/s320/generating_leads_icons-static-02.png" width="320" /></a></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span id="docs-internal-guid-f07dc38c-f5c0-815c-ce4b-f5531bb431a9"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">However you approach a prospective new client, one thing is paramount: be useful. You need to find out which area you think they could use some help in (having done your R&D), and tell them about a clear solution your agency can offer. No sales talk. They will want to hear about the most relevant things first and foremost. Then you just have to convince them that </span><span style="font-style: italic; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">you </span><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">are ones for the job.</span></span></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><span style="font-family: "arial" , "helvetica" , sans-serif;"> </span></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Want to learn more? <a href="https://goo.gl/WSpGY1" target="_blank">Download this handy infographic</a></span></span></span></h3>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-50036238673878911782018-07-25T12:32:00.000-07:002018-10-04T23:01:14.887-07:00Moving on from conflict<div dir="ltr" style="line-height: 1.7999999999999998; margin-bottom: 0pt; margin-top: 0pt;">
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<a href="https://2.bp.blogspot.com/-8cTuvarLza8/W1YkQ49knfI/AAAAAAAABj4/cMJygvfRpBo4r2cG3GAchOwFCrBEky1BACEwYBhgL/s1600/conflict_header.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="700" data-original-width="1024" height="272" src="https://2.bp.blogspot.com/-8cTuvarLza8/W1YkQ49knfI/AAAAAAAABj4/cMJygvfRpBo4r2cG3GAchOwFCrBEky1BACEwYBhgL/s400/conflict_header.gif" width="400" /></a></div>
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<span id="docs-internal-guid-803eb654-c881-8488-0d7f-48c25e626a18"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">If you’ve ever butted heads with someone in your office, you know what a nightmare it can be. Did everyone just hear that argument? How am I going to face them on Monday? Will we ever move on from this? It’s a veritable obstacle course of awkwardness. </span></span></span></div>
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<span id="docs-internal-guid-60937326-c881-b487-6111-989e42424d18"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">As the video below shows you, there are plenty of ways to resolve conflict effectively. While conflict is often unavoidable and in some cases can even be a good thing, it’s important to know what caused it to prevent future disputes, and to ensure it isn’t a sign of deeper problems.</span></span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Sometimes personalities clash</span></h2>
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<span id="docs-internal-guid-54bb4cfc-c885-9bb6-8205-acaba19c6969"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">There is no right or wrong way of working - some people like to make lists, others prefer to wing it, some like to think their points through before contributing, others speak in order to think things through. Differing personality types may conflict with one another, and in this case you may need to compromise on a work style that suits you both and plays to your strengths.</span></span></span></div>
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<a href="https://2.bp.blogspot.com/-kI3WeXuSSsk/W1YpnjPeXrI/AAAAAAAABkA/6VfF5218nHEnx1G9whORuOq1SqgT9GzcgCLcBGAs/s1600/conflict_2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="623" data-original-width="1600" height="155" src="https://2.bp.blogspot.com/-kI3WeXuSSsk/W1YpnjPeXrI/AAAAAAAABkA/6VfF5218nHEnx1G9whORuOq1SqgT9GzcgCLcBGAs/s400/conflict_2.gif" width="400" /></a></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Communication can break down</span></h2>
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<span id="docs-internal-guid-8da0dd17-c886-b772-61e0-2fcfea499ba1"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Lack of communication is another very common cause of office conflict. Maybe the means to communicate weren’t available, or time didn’t allow it. It’s important to identify what led to the breakdown in communication, and find out whether there’s a way to help this in future, whether it’s allowing more time for meetings or allowing face-to-face time instead of emails or phone calls.</span></span></span></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">How's morale?</span></h2>
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<span id="docs-internal-guid-66e279c4-c887-5081-5845-e3820847ee3f"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Morale can take a dip for any number of reasons, and this might present itself as conflict especially if expectations are high and deadlines are tight. Talk to those involved, and find out whether this played a role. See what you can do to help, whether it’s providing extra resources to take pressure off, or rewarding their efforts. Sometimes small gestures go a long way. </span></span></span></div>
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<span id="docs-internal-guid-c898bf5c-c887-70d4-b5ee-8668b3527b2d"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">However the conflict started, it’s important to address it early on, ensure both sides are heard, and move forward without gossip or rumor. It also helps to keep this video close at hand, in case you need to resolve any conflicts of your own. </span></span></span></div>
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Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-52908978326867228592018-07-18T02:37:00.000-07:002018-10-04T23:01:56.494-07:00Recruiting talent is a talent<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 2 minutes</span></h2>
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<a href="https://2.bp.blogspot.com/-VkF4xRmD4T8/W08DVlOWNvI/AAAAAAAABhc/zEMJoBpyCcwgP6FQOjzG-wA-4VXcLkKwACEwYBhgL/s1600/Recruitment_header.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="889" data-original-width="1600" height="353" src="https://2.bp.blogspot.com/-VkF4xRmD4T8/W08DVlOWNvI/AAAAAAAABhc/zEMJoBpyCcwgP6FQOjzG-wA-4VXcLkKwACEwYBhgL/s640/Recruitment_header.gif" width="640" /></a></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Interviewing candidates for a position in your agency is a lot like speed dating. It can be interesting, and exciting, and a little awkward, but while you only have a few short minutes to get to know one another, when you meet the right person it can be the start of a great (working) relationship. </span></span></div>
<b id="docs-internal-guid-e9d44b9f-acad-5676-0845-7323d74e30b6" style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></b>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Preparing for those few minutes is crucial, that’s why we’ve put together some helpful advice and tips to help you get ready.</span></span><br />
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span>
<span id="docs-internal-guid-015882c0-acb2-7a8f-a55e-bf805a7fc70b"><span style="font-family: "arial"; font-size: 16pt; vertical-align: baseline; white-space: pre-wrap;">Before the interview</span></span><br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Be detailed in your job description: </span><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">The more specific you are, the more qualified your candidates will be. If you’re vague, you risk creating work for yourself as you sift through hundreds of unsuitable applications. </span></span></div>
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /><span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline;">Screen with phone interviews:</span><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"> This is a great time-saver for you and your applicants. It gives you the chance early on to narrow down your selects and save them some disappointment as well. </span></span></span><br />
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<a href="https://3.bp.blogspot.com/-5GiCCx1l3R8/W08HZdi6J2I/AAAAAAAABhk/OlzBiMkOqrU8DomuSpwtE2eVo702gEKxACLcBGAs/s1600/recruitment_body.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="889" data-original-width="1600" height="177" src="https://3.bp.blogspot.com/-5GiCCx1l3R8/W08HZdi6J2I/AAAAAAAABhk/OlzBiMkOqrU8DomuSpwtE2eVo702gEKxACLcBGAs/s320/recruitment_body.gif" width="320" /></a></div>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-size: 16pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre;">On the day</span></h2>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Ask interesting questions:</span><span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> If you ask every candidate where they see themselves in five years or what three words their friends would use to describe them, you’ll be burnt out listening to answers before lunchtime. Ask questions that keep candidates on their toes so you’ll see their true self, not their rehearsed answers. </span></div>
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><b id="docs-internal-guid-bb16ef98-acb3-1f9d-7d89-0187dc19a995" style="font-weight: normal;"><br /></b></span></span></span>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Sell yourselves: </span><span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">An interview is as much about a candidate deciding if they want to work for you. Make sure you discuss potential career progression, benefits, work-life balance etc. to make the position more appealing. </span></div>
<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><b style="font-weight: normal;"><br /></b></span></span></span>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Be open minded:</span><span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> It’s important to choose someone who meshes with your company culture. Take the time to show candidates around and introduce them to some of the team to help them get a feel for the place and see if they feel at home. </span></div>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-size: 16pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre;">Follow up</span></h2>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Be respectful:</span><span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> Even if you choose not to hire a candidate, remember they still took time out of their day to come to the interview. Let them know if they didn’t get the job and offer honest feedback. Just because they’re not right for the job now doesn’t mean they won’t be later on. </span><span style="font-family: "arial"; white-space: pre-wrap;">And who knows? They might be interviewing you someday.</span></div>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">If you’d like to learn more about perfecting the interview process, check out our helpful video below:</span></div>
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<span style="font-size: large;"><iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/_-boQbfiMhI/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/_-boQbfiMhI?feature=player_embedded" width="320"></iframe></span></div>
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Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-76262050483687711002018-07-09T08:00:00.000-07:002018-10-04T23:02:46.420-07:00Stay sharp, stay competitive<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 2 minutes</span></h2>
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<a href="https://4.bp.blogspot.com/-J5pvrbdU8wc/WzyJjbHfYII/AAAAAAAABXw/Fmc5ezzBaasRdmtE43IfychHFEeAzx3ngCLcBGAs/s1600/header.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="250" data-original-width="600" src="https://4.bp.blogspot.com/-J5pvrbdU8wc/WzyJjbHfYII/AAAAAAAABXw/Fmc5ezzBaasRdmtE43IfychHFEeAzx3ngCLcBGAs/s1600/header.gif" /></a></div>
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<span id="docs-internal-guid-94009a37-647a-6faf-dbbf-6dd0b41d9e8d"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">You might have heard the adage “there are no friends in business”. It’s a very old saying, and an even older philosophy. Times change, and in an increasingly competitive landscape one of the most powerful tools at your disposal is the ability to acknowledge your competitors’ strengths. Once you’ve done this, you can learn from them and grow.</span></span></span><br />
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<span id="docs-internal-guid-33e0ec99-647b-95b4-20a7-7203245b7a2e"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">With this in mind, competitive research helps you to make informed market decisions, discover new products, and learn from others’ successes and mistakes. It’s a straightforward process, and sometimes it really pays off to be introspective. Here’s how to do it. </span></span></span><br />
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<a href="https://2.bp.blogspot.com/-5auQ9Odlfkw/WzyKO1rbSpI/AAAAAAAABX8/GSGPItbXK3U0RtZ1xkofa0fXBeC_KPMCACLcBGAs/s1600/Categorize-competitiors.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="200" data-original-width="200" src="https://2.bp.blogspot.com/-5auQ9Odlfkw/WzyKO1rbSpI/AAAAAAAABX8/GSGPItbXK3U0RtZ1xkofa0fXBeC_KPMCACLcBGAs/s1600/Categorize-competitiors.gif" /></a></div>
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<span id="docs-internal-guid-7383e039-647c-3f9d-43b7-a70b4b767d55"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Categorize your competitors</span></span></span><br />
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<span id="docs-internal-guid-92e3bada-647c-83c1-26e3-1e158d04fba8"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Make a list of your competitors, both direct and indirect. Track this in a Google sheet so your whole team can create live updates. Note their name, industry, website, customer base, and their position within the marketplace. What are their Unique Selling Points (USPs) for example price, unique services etc.? </span></span></span><br />
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Investigate every aspect</span></span></div>
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<span style="background-color: transparent; color: black; font-family: "roboto"; font-size: 10pt; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre;"><span id="docs-internal-guid-f353f286-647e-ef03-beea-7df0dc909d58" style="font-weight: normal;"></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">When it comes to investigating your competitors, you need to think like a customer.</span></span></div>
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<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="white-space: pre-wrap;">How does their brand/service make you feel?</span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="white-space: pre-wrap;">Are you drawn to their USPs?</span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="white-space: pre-wrap;">Are they easy to find?</span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="white-space: pre-wrap;">Are their services easy to access?</span></span></li>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Research their online presence and look at what you think they’re doing well and ways that they could improve. Take note of the key phrases in their SEO and see if you can follow their lead with your own. You can use Google Trends to get a jumpstart on this and see what people are researching in your industry.</span></span></div>
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<span id="docs-internal-guid-020dd18b-6480-9a4f-c774-e65f8ae2c658"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline; white-space: pre-wrap;">Remember, while you may be competing against any number of similar businesses for clients and market share, your competitors are facing the same challenges that you are. There’s a lot you can learn from them, and who knows – they might even be researching you as well. </span></span></span></div>
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<a href="https://2.bp.blogspot.com/-SyZs0AgDmeA/WzyLmFMhziI/AAAAAAAABYQ/uWrV2120UyMr9AEz32sdviYngnsPJNyRQCLcBGAs/s1600/Similar-challenges.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="200" data-original-width="200" src="https://2.bp.blogspot.com/-SyZs0AgDmeA/WzyLmFMhziI/AAAAAAAABYQ/uWrV2120UyMr9AEz32sdviYngnsPJNyRQCLcBGAs/s1600/Similar-challenges.gif" /></a></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span id="docs-internal-guid-7e50e187-6481-6c50-9e3d-88b75baee946" style="font-weight: normal;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Looking to learn more from your competitors? Check out this <a href="http://services.google.com/fh/files/misc/find_out_what_your_competition_can_teach_you.pdf" target="_blank">helpful infographic</a>, and keep it nearby when you’re doing your research. </span></span></span></div>
Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-15477988138203073672018-07-04T00:59:00.000-07:002018-10-04T23:06:47.991-07:00Get a first look at Google’s newest product innovations<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 1 minute</span></h2>
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<span style="font-family: "arial";"><span style="font-size: 17px; white-space: pre-wrap;">Join us on Tuesday, July 10 at 9:00 AM PT / 12 noon ET for Google Marketing Live: Extended. In this ninety minute live stream event, six Google executives will share insights and innovations—bringing the magic of Google straight to your screen.
Google's senior leaders will take the stage to share new innovations that will help you stay at the forefront of the advertising industry. The keynote presentation will be followed by an expert panel, exclusive to the online event. These product and industry experts will help turn announcements into actionable takeaways for your business.
Treat your top clients to a Google Marketing Live: Extended watch party. <a href="https://goo.gl/1Zd6vJ">Register here</a> and we'll provide you with everything you need to host a viewing—and bring the magic of Google Marketing Live: Extended to your team and customers.
<a href="https://goo.gl/1Zd6vJ">Register</a> for Google Marketing Live: Extended today!</span></span></div>
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</style>Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-15703637942206301772018-06-28T03:34:00.000-07:002018-10-04T23:03:29.722-07:00Your roadmap to delivering with excellence <h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 2 minutes</span></h2>
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<a href="https://1.bp.blogspot.com/-auMVCH1bawM/WzSoqmxA1YI/AAAAAAAABRE/G9JKM6o3kcEA1DIX_ikHYN9mupTxYP0VgCLcBGAs/s1600/delivering-with-excellence-1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="300" data-original-width="598" src="https://1.bp.blogspot.com/-auMVCH1bawM/WzSoqmxA1YI/AAAAAAAABRE/G9JKM6o3kcEA1DIX_ikHYN9mupTxYP0VgCLcBGAs/s1600/delivering-with-excellence-1.gif" /></a></div>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Aristotle said “Excellence is an art won by training and habituation... [it] is not an act, but a habit.” Excellence doesn’t come from luck, but from effort and planning and while there is a lot of hard work involved, anyone can achieve greatness with time.</span></div>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> </span></div>
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<span style="background-color: transparent; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span id="docs-internal-guid-2e786bf8-45bd-9253-2bc1-1b333b87a667"><span style="color: black; vertical-align: baseline;">With this in mind, we want to help you on your way to greatness. Check out our </span><span style="color: blue; font-weight: 700; vertical-align: baseline;"><a href="http://services.google.com/fh/files/misc/delivering_with_excellence.pdf">Delivering With Excellence infographic</a></span><span style="color: black; vertical-align: baseline;"> now, and watch the video below. We’ve also put together a couple of handy hints to prepare you on your way. </span></span></span></div>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre;"><span style="font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><br /></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Stay organized</span></span></div>
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<a href="https://1.bp.blogspot.com/-DY8Vo2eDVW0/WzSsiguPLgI/AAAAAAAABRc/dlva4ykTl1Qtd0TCQwfpCFLRnUyuOJKxwCEwYBhgL/s1600/delivering-with-excellence-assets_Artboard%2B3.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><br /></a><a href="https://1.bp.blogspot.com/-DY8Vo2eDVW0/WzSsiguPLgI/AAAAAAAABRc/dlva4ykTl1Qtd0TCQwfpCFLRnUyuOJKxwCEwYBhgL/s1600/delivering-with-excellence-assets_Artboard%2B3.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://1.bp.blogspot.com/-DY8Vo2eDVW0/WzSsiguPLgI/AAAAAAAABRc/dlva4ykTl1Qtd0TCQwfpCFLRnUyuOJKxwCEwYBhgL/s1600/delivering-with-excellence-assets_Artboard%2B3.png" /></a><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Organization is the starting block of excellence. While it’s tempting to jump head-first into a new project, it’s important to make time to plan it out. Use Google Docs to create shared timelines and assign tasks so everyone involved can access and update accordingly. </span></span></div>
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<span style="font-weight: 700; white-space: pre-wrap;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Communicate</span></span></div>
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<span id="docs-internal-guid-e0f485c1-45c2-e734-5b3c-ae037e4cceb8"><span id="docs-internal-guid-e0f485c1-45c2-e734-5b3c-ae037e4cceb8"><span style="font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="white-space: pre-wrap;">Have you ever worked on a job where you ended up in meetings about meetings about meetings…? </span><span style="white-space: pre-wrap;">While it’s important to touch base along the way, there are better ways to track progress like one-to-one catchups or detailed scheduling, leaving everyone more time for the important stuff. </span></span></span></span></span></div>
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<span style="font-family: "arial"; white-space: pre-wrap;">A new project means a fresh start. Allocate staff resources early on to ensure workloads are balanced. Give everyone a portion of the project to own - pressure makes diamonds, and it will make everyone feel more invested. </span></div>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Don’t stay in a dead end</span></div>
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<span style="font-family: "arial"; white-space: pre-wrap;">If your initial idea or thought process isn’t working, don’t be afraid to try a new one. Sometimes a new approach or a new way of thinking is the best course of action, even if it means abandoning something you’ve already spent time on. </span></div>
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<span style="background-color: transparent; color: black; font-family: "arial"; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Be bold</span></div>
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<span style="font-family: "arial"; vertical-align: baseline; white-space: pre-wrap;">Your client knows their industry better than anyone, but you know yours. So don’t be afraid to take charge and offer new suggestions and ideas that they may not have considered, the worst thing they can say is </span><span style="font-family: "arial"; font-style: italic; vertical-align: baseline; white-space: pre-wrap;">no</span><span style="font-family: "arial"; vertical-align: baseline; white-space: pre-wrap;">. </span></div>
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<span id="docs-internal-guid-1b153f2e-45df-691d-95fd-fc146f3a2b7e"><span style="font-family: "arial"; vertical-align: baseline; white-space: pre-wrap;">Watch the video below for more information - see you on the path to excellence! </span></span></div>
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Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-43910945154110986242018-06-20T07:08:00.000-07:002018-10-04T23:07:29.164-07:00Be pitch perfect, with Google Partners<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 3 minutes</span></h2>
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<span style="font-family: inherit; margin-left: 1em; margin-right: 1em;"><a href="https://2.bp.blogspot.com/-lSlTWqkZ_W8/WypXIqoidHI/AAAAAAAABIY/ApBQCxvM5lg43ptvZdpXx72yvkVkVTTIACLcBGAs/s1600/Pitching-guide-1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="251" data-original-width="350" height="228" src="https://2.bp.blogspot.com/-lSlTWqkZ_W8/WypXIqoidHI/AAAAAAAABIY/ApBQCxvM5lg43ptvZdpXx72yvkVkVTTIACLcBGAs/s320/Pitching-guide-1.gif" width="320" /></a></span></div>
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<span style="font-family: inherit;"><span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">As an agency, pitching is one of the most intimidating challenges you can encounter. We’ve all experienced it - the butterflies in your stomach, sweating palms, the slight shake in your voice that you hope the client doesn’t notice (they usually don’t, we promise). The best way to face up to a pitch with confidence is to arm yourself with the tools to prepare successfully. With this in mind, check out our advice below to help you get pitch-ready, then visit our </span><span style="background-color: transparent; color: blue; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;"><a href="http://services.google.com/fh/files/misc/pitching_guide.pdf">online pitch guide</a></span><span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, for even more advice and information. </span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">Practice, practice, practice </span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">Some might say over-rehearsing a pitch will make you sound robotic. The solution to this? Even more practice. When you know your material inside-out, you can rehearse the delivery and inflection as well. Don’t worry about sounding rehearsed, it’s a worse feeling to walk out of the room and suddenly remember an important point you forgot to mention. </span></span></div>
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<a href="https://2.bp.blogspot.com/-h24Zy8KlPPk/WypY_kIeaYI/AAAAAAAABIk/8PDdOApC5Lo6IP-ns1C_YNr_3hYx1FRagCLcBGAs/s1600/Pitching-guide-2.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="clear: left; float: left; font-family: inherit; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="250" data-original-width="300" height="166" src="https://2.bp.blogspot.com/-h24Zy8KlPPk/WypY_kIeaYI/AAAAAAAABIk/8PDdOApC5Lo6IP-ns1C_YNr_3hYx1FRagCLcBGAs/s200/Pitching-guide-2.gif" width="200" /></span></a><br />
<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">Record yourself</span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">Incorporate this step into your rehearsal. While it might seem mortifying to see yourself on video, it helps you to think critically and notice any mistakes you might be making - Are you talking too quickly? Are you speaking tangentially? Are you speaking loudly and clearly enough? The camera never lies. </span></span></div>
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<span style="font-family: inherit; font-size: 11pt; font-weight: 700; white-space: pre-wrap;">Don’t be afraid to use notes</span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; vertical-align: baseline;">Reading from a script won’t lead to a compelling delivery, but if you find you get a little lost it’s okay to have a couple of key notes or stats on a card to prompt you. We’re not in school anymore, and no one is going to accuse you of cheating. It will help to steady your nerves and keep you on track. </span></span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline;"> </span></span></span><br />
<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="font-size: 11pt; font-variant-east-asian: normal; font-variant-numeric: normal; font-weight: 700; vertical-align: baseline;">Read the room </span></span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="font-family: inherit; font-size: 11pt;">It’s important to match the tone your client sets. They might be in a joking mood, or they could be walking in after a horrifically stressful morning. Just be warm and engaging, but don’t try and force a laugh if they’re not biting. You’re there to inform, not to entertain.</span></span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"> </span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Prepare to answer questions</span></span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">So you’ve nailed the delivery, what now? Getting your side of the information across is half the battle. Before you set foot in the room for the pitch, try and anticipate any questions the client might have. It helps to rehearse your pitch with someone who hasn’t worked on it to see if they have any questions - that way you won’t fall victim to privileged insight. </span></span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><a href="https://4.bp.blogspot.com/-6cH6pB2qYLg/WypZryebVWI/AAAAAAAABIs/0iyPIrf2ewol6Z5hIM0tT_Fqmx2RVMxHQCLcBGAs/s1600/pitching-guide-3.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="200" data-original-width="600" height="106" src="https://4.bp.blogspot.com/-6cH6pB2qYLg/WypZryebVWI/AAAAAAAABIs/0iyPIrf2ewol6Z5hIM0tT_Fqmx2RVMxHQCLcBGAs/s320/pitching-guide-3.gif" width="320" /></a></span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Breathe</span></span></span></h4>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">It’s the oldest advice in the book because it’s the most effective. Make sure to take deep breaths if you start to feel nervous, sip water, and don’t go in on an empty stomach. Try your best to relax and enjoy the process and the rest will follow. </span></span></span></div>
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<span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">For more advice on perfecting your pitches, whether it’s preparation, content, delivery, or even follow up, check out our </span><span style="background-color: transparent; color: blue; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;"><a href="http://services.google.com/fh/files/misc/pitching_guide.pdf">online pitch guide</a></span><span style="background-color: transparent; color: black; font-size: 11pt; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">, and watch the video below. </span></span></span><br />
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Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-56455174707117085012018-06-19T08:00:00.000-07:002018-06-19T09:38:07.024-07:00Get creative at Cannes and assist your customers in new ways<b>By: Kevin Prior, Product Marketing Manager, Actions on Google</b><br />
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Every year, the leading agencies and brands meet in the south of France at the Cannes Lions Festival to celebrate and learn about cutting-edge technologies and creative work. The festival inspires the next wave of innovation that can break through and reach increasingly discerning consumers. The Google Assistant team is showcasing new ways to interact with your customers: by assisting them to get things done.<br /></div>
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We’ve seen people’s expectations change driven by an even more <a href="https://www.thinkwithgoogle.com/consumer-insights/ageofassistance/">curious, demanding, and impatient consumer</a>, and to rise to these expectations we need to not just help consumers find the information they want, but also help them do more with it. This is where the Google Assistant comes in.<br /><br /><br />To show how your brand can—or how you can help brands—reach new customers in assistive ways, we’re on the beach at Cannes with a set of creative Actions our partners built for the Assistant, to help their customers get things done in new devices and contexts. We hosted a panel on the subject earlier this week – check it out <a href="https://www.youtube.com/watch?v=-3BSdPeoJlA">here</a>.<br />
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In our beach huts, you’ll see how Actions can help a customer plan a trip with Lonely Planet, or help customers complete a step-by-step recipe with Tasty--all powered by voice and visuals, in assistive context with the Google Assistant. Apply a little sunscreen and drop by to try them yourself, or see our full <a href="https://cannes.withgoogle.com/">schedule at Cannes</a> to meet the rest of the Google team.<br />
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We’ve been fortunate enough to also work with leading agencies that have already built for the Google Assistant as some of the early adopters to experiment with our platform. Rehab, for example, built <a href="https://experiments.withgoogle.com/safari-mixer">Safari Mixer</a>, a playful game where people can invent a brand new animal by combining the head, body, and legs of various animals. <br />
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We caught up with a few agency partners to share some of their thoughts on building assistive experiences for voice:<br />
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<b>Should brands be investing in voice-enabled devices already? Why?</b><br />
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“This type of experience will provide far richer data about their customer needs and preferences because the strong intent and behaviours that voice assistants support. This will help brands: respond faster, develop better products, improve marketing, responsive pricing and even savings in supply chain.” -- Rob Bennett, CEO, <a href="http://beta.rehab/">rehab</a></blockquote>
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“Absolutely. Voice is here to stay and it's a great fit for many use cases. By being early adopters, brands have the opportunity to cement customer behaviors NOW, before there are many more competing Actions. Once customers establish their behaviors, they're really hard to break later on, which is great for brands that act now.” -- Tony Chen, Co-Founder & COO, <a href="http://conversable.com/">Conversable</a></blockquote>
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<b>How should brands think about their presence in an Assistant ecosystem in relation to the rest of their digital presence?</b><br />
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“If a brand were a person, what does it look like, and what does he or she say? The Assistant connects a voice to a brand, and with that creates a promise of human behaviour. This is a golden opportunity to create a layer of digital interactivity that will reflect the values the brand stands for.” -- Sander van der Vegte, Head of MediaMonk Labs, <a href="https://www.mediamonks.com/">MediaMonks</a></blockquote>
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“Think conversationally. If a consumer were sitting next to you on a park bench, what conversation could you have with them that they would leave thinking they really enjoyed that discussion, that person, and they can't wait to see them again.” -- Brandon Kaplan, CEO, <a href="http://www.skilledcreative.com/">Skilled Creative</a></blockquote>
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<b>Can voice and conversation enable new use cases for brands and their businesses? If so, why?</b></div>
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“Voice conversations unlock many use cases where it's unnecessary or inconvenient to type or tap to complete a task. That might be the case where you're in the kitchen and your hands are dirty, but you can ask for the next step in a recipe as opposed to scrolling on your phone. Or you might be in your car and unable to type.” -- Tony Chen, Co-Founder & COO, <a href="http://conversable.com/">Conversable</a></blockquote>
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“Voice enables new use cases for brands because it is hands-free and on-demand. It allows users to ask for exactly what they want, rather than navigate a screen to find an answer.” -- Patrick Miller, Chief Innovation Officer, <a href="http://deeplocal.com/">Deeplocal</a></blockquote>
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“Absolutely. Think about the context in which you’re engaging with a voice-enabled experience -- it’s typically when a user cannot or does not want to access a screen, like when you’re in a car. Brands have never really had the opportunity to speak to their customers while they’re on their way to the grocery store, or in that moment they realize they need gas, and voice-enabled experiences now make those moments accessible." -- Amanda Felson, Director of Partnerships, <a href="http://assi.st/">Assist</a></blockquote>
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<b>What challenges do brands face in this new age of voice-enabled experiences? How can they navigate them? </b><br />
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“Don’t push products directly. A voice service or utility should provide users with a benefit. Sometimes that benefit is making it easier to buy or order something but try to think bigger. Brands should be trying to help consumers: solve a problem or achieve an aim.” -- Rob Bennett, CEO, <a href="http://beta.rehab/">rehab</a></blockquote>
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“Because the ecosystem is still so new, getting started with voice-enabled experiences can seem like a daunting task. We would encourage brands to begin with the low-hanging fruit— the simple questions that they have immediate answers for. From here, they can then moderate the questions that are being asked and develop solutions for those queries.” -- Patrick Miller, Chief Innovation Officer, <a href="http://deeplocal.com/">Deeplocal</a></blockquote>
<br />
<b>What are you most excited about for the future of these voice-enabled devices and experiences? Where do you foresee this ecosystem going?</b><br />
<br />
<blockquote class="tr_bq">
“We foresee a world where your voice assistant knows your preferences, as do your 3rd party brand assistants in their area. They will be able to make personalised recommendations and can pick up a conversation or interaction you’ve had on another platform from your home speaker, to your car or even in-store.” -- Rob Bennett, CEO, <a href="http://beta.rehab/">rehab</a></blockquote>
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<blockquote class="tr_bq">
“We see family gaming as a big opportunity, and also Assistant supported commerce will change consumer behavior - i.e. buying in the car and on-the-go will increase.” -- Adam Marchick, Co-Founder & CEO, <a href="http://alpine.ai/">Alpine.AI</a></blockquote>
<br />
<br />
Knowing full well that brands are interested in how they can get ahead of the curve for this new age of assistance, we also launched a <a href="https://assistant.google.com/business">new website</a> that can help you navigate the fundamentals in building for the Google Assistant, supported with case studies from WeMo, Akinator, and SongPop.<br />
<br />
<br />
And if you’re an agency already building Actions, we’d love to hear from you. Just reach out <a href="https://assistant.google.com/business/form/">here</a> and we’ll see if we can offer some help along the way!<br />
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Nicolehttp://www.blogger.com/profile/02650687410390709305noreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-59156021934492994342018-06-11T05:10:00.000-07:002018-10-04T23:09:04.478-07:00Turning events into action<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 2 minutes</span></h2>
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<span style="font-family: inherit; margin-left: 1em; margin-right: 1em;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhahvC2pfVDZ_wZhnrM-C2-qS4yWeK0xyzgPJw67XB4IzMb-UdFLv5wNi4jANuoLNyOpLCHjJQhHUH9DL9iKRoWS29X50AMIL2UjvQIiwFosM77u1_XwFoEGE8JI4sg_tmtZmKFQVMNKvg/s1600/Winning-leads-hero-1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="463" data-original-width="692" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhahvC2pfVDZ_wZhnrM-C2-qS4yWeK0xyzgPJw67XB4IzMb-UdFLv5wNi4jANuoLNyOpLCHjJQhHUH9DL9iKRoWS29X50AMIL2UjvQIiwFosM77u1_XwFoEGE8JI4sg_tmtZmKFQVMNKvg/s320/Winning-leads-hero-1.gif" width="320" /></a></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">Attending an event is a great way to further your specialist knowledge, gather new insights, and get a fresh perspective on your industry (while taking a welcome break from the office). But have you ever considered using the day as an opportunity to meet and recruit new customers?</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"> </span></span></div>
<span style="font-family: inherit;"><span style="font-family: "times" , "times new roman" , serif;"><span id="docs-internal-guid-619c9d1a-eeb7-2f75-74ea-df7738432dc0"></span></span><br /></span>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">The people you meet at an event have the potential to become some of the most valuable on your roster. After all you have a built-in conversation starter. Whether it’s the subject matter of the day, the venue, or even the quality of the coffee at the refreshments table, you don’t have to lead in with a cold open but instead begin to create a real connection.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgF1ewlGPkENQygYVjwhw6HYVII7bX3Mb7IjO7bWN9PkfwEf3NtHeRi8rmgye0DZCZNAvbZHrypDmIoF1Qd-Qoo46HQPmyGoe3S43Wa3I-SXXZsHaxsKWkwIqSDKKpPg_eQlU-sHyGcwNc/s1600/Winning-leads-middle-2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="300" data-original-width="500" height="192" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgF1ewlGPkENQygYVjwhw6HYVII7bX3Mb7IjO7bWN9PkfwEf3NtHeRi8rmgye0DZCZNAvbZHrypDmIoF1Qd-Qoo46HQPmyGoe3S43Wa3I-SXXZsHaxsKWkwIqSDKKpPg_eQlU-sHyGcwNc/s320/Winning-leads-middle-2.gif" width="320" /></span></a></div>
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<span style="background-color: transparent; color: black; font-family: inherit; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre;"><br /></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">Chances are if they’re attending the same event as you, the person you’re speaking to already has a baseline subject knowledge of your industry. So, you can skip the explanations and get straight to the nitty gritty.</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><br /></span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">This all sounds great, but sometimes making the leap from polite small talk to conversion is easier said than done. That’s why Google has put together a helpful video and infographic to help you utilize an event as a tool for customer recruitment. This covers everything from preparing for the event itself, how to network on the day, right through to carrying out successful follow-up afterwards. You’ll never attend an event the same way again.</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><br /></span></span></div>
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<span style="background-color: transparent; color: black; font-family: inherit; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre;"><br /></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span id="docs-internal-guid-d545cba9-eeb8-3d24-0a42-e1a40d82427e"><span style="font-style: italic; vertical-align: baseline;"><span style="font-family: inherit;">Check out our infographic and video to discover more top tips on winning leads from events.</span></span></span></span></div>
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<span style="background-color: transparent; color: black; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="vertical-align: baseline;"><span style="font-family: inherit;"><br /></span></span></span></div>
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<span style="background-color: transparent; color: black; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="vertical-align: baseline;"><span style="font-family: inherit;"><b>Download the infographic <a href="http://services.google.com/fh/files/misc/winning_leads_from_events.pdf">here</a></b></span></span></span></div>
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<span style="background-color: transparent; color: black; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="vertical-align: baseline;"><span style="font-family: inherit;"><br /></span></span></span></div>
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<span style="background-color: transparent; color: black; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="vertical-align: baseline;"><span style="font-family: inherit;"><b>Check out the video below:</b></span></span></span></div>
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<span style="background-color: transparent; color: black; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="vertical-align: baseline;"><span style="font-family: inherit;"><b><br /></b></span></span></span></div>
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<span style="font-family: inherit;"><iframe allowfullscreen="" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/ctr57Tbfh44/0.jpg" frameborder="0" height="266" src="https://www.youtube.com/embed/ctr57Tbfh44?feature=player_embedded" width="320"></iframe></span></div>
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Nicolehttp://www.blogger.com/profile/02650687410390709305noreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-46162472170627745292018-05-31T09:18:00.000-07:002018-10-04T23:09:55.940-07:00Lead the way!<h2 style="clear: both; text-align: left;">
<span style="font-family: Arial, Helvetica, sans-serif;">Reading time: 2 minutes</span></h2>
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<span style="font-family: inherit; margin-left: 1em; margin-right: 1em;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmi_-gBnXQ5KiaIt14SQuqO08WeJfmvqDgu9cOBGqO7qs31T7bJhnIlNtLgQKMdcb5UxutwFmZoCcWXwQPmr-og3_F2pMLClUQXz__bFbZKb-vpr1RXXZG07bfZK3wFepOgwUK7_GaFxU/s1600/Building_effective_hero-1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="228" data-original-width="670" height="216" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjmi_-gBnXQ5KiaIt14SQuqO08WeJfmvqDgu9cOBGqO7qs31T7bJhnIlNtLgQKMdcb5UxutwFmZoCcWXwQPmr-og3_F2pMLClUQXz__bFbZKb-vpr1RXXZG07bfZK3wFepOgwUK7_GaFxU/s640/Building_effective_hero-1.gif" width="640" /></a></span></div>
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<b id="docs-internal-guid-f79f83a3-b670-d404-16be-55364c4e7c90" style="font-weight: normal;"><span style="font-family: inherit;"><br /></span></b></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">Think of the best managers you’ve ever worked with. What makes them stand out in your mind? Was it their compassion? Their problem-solving abilities? Maybe their knowledge of their field and willingness to teach? </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">It can be difficult to pinpoint what exactly makes a great leader, because a truly great leader and a great manager has a combination of qualities. It’s about more than turning a blind eye when you take a long lunch; a great manager is one who will help you to excel in your field and give you the tools to grow. </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">There are 12 different leadership styles that define the most famous leaders throughout history, but unless your boss is ruling a country then chances are you’ll encounter just five of the 12 within the workplace: </span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisNAg4PTVdTHI5tsp1yR2NHnxBBGDYUTJ8pn5WprqgcCas5av_NnKdmjbGFZE6mTVtlwa8dPDeU_ogrS4Pp6ZcRXrTQJVmbqnTmAlNhqsLbGm6pUBxBnqAKQoascljLyQWVXXatkA9joo/s1600/Laissez-faire.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="100" data-original-width="100" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisNAg4PTVdTHI5tsp1yR2NHnxBBGDYUTJ8pn5WprqgcCas5av_NnKdmjbGFZE6mTVtlwa8dPDeU_ogrS4Pp6ZcRXrTQJVmbqnTmAlNhqsLbGm6pUBxBnqAKQoascljLyQWVXXatkA9joo/s1600/Laissez-faire.png" /></span></a></div>
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<b><span style="font-family: inherit;">Laissez-Faire</span></b></div>
<span style="font-family: inherit;">This type of leader is extremely laid back. They don't directly supervise staff and </span><span style="font-family: inherit;">rarely offer feedback.<b> </b></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvk3GSo9VQ9sqw6rR7-FGNa09A-1el60RwrXr8wr9QAONdSFfSZn0qYv9eKDCDvXCBsl4Slyzyj5M5WLSgCiPzW1l5GME8qrb5wRlRlrU1juSq5-yKlGZtP7B-US-gDbXJd5BlAGpUHO4/s1600/Autocratic.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="100" data-original-width="100" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgvk3GSo9VQ9sqw6rR7-FGNa09A-1el60RwrXr8wr9QAONdSFfSZn0qYv9eKDCDvXCBsl4Slyzyj5M5WLSgCiPzW1l5GME8qrb5wRlRlrU1juSq5-yKlGZtP7B-US-gDbXJd5BlAGpUHO4/s1600/Autocratic.png" /></span></a></div>
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Autocratic</span></b><br />
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<span style="white-space: pre-wrap;">Autocratic leaders are lone wolves, making decisions without giving their staff a say in matters.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWxNAK2WqVq3DbvrAFYsEhAXQN99OVZtPRp6Vr33hj7jbhL5KFH6I0lYkG06QT7gzdTnmqFKuYR6WuKZRG6zXw_ySilY8dOlN727iP9GbRC5IB4ygrbFbzmAEblP0ocgPzf9F0GVft5LU/s1600/Participative.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="100" data-original-width="100" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWxNAK2WqVq3DbvrAFYsEhAXQN99OVZtPRp6Vr33hj7jbhL5KFH6I0lYkG06QT7gzdTnmqFKuYR6WuKZRG6zXw_ySilY8dOlN727iP9GbRC5IB4ygrbFbzmAEblP0ocgPzf9F0GVft5LU/s1600/Participative.png" /></span></a></div>
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Participative</b> </span><br />
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">A more democratic leadership style where managers value their team’s input before making decisions. </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;"><br /></span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpWciKB_e-LhTn1OzURZp3vSJ-Tn9rz4DUgiH82aAFD7MlGVlcFX-rpbfmEeCQ31MuxlP_l_sAZnDcDPWSAS3MTnDu8LBx_phMpABPe9hi5TXoKmn3tLqzlhhHDIXG-frM1_JrjVpvnmc/s1600/Transactional.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="100" data-original-width="100" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhpWciKB_e-LhTn1OzURZp3vSJ-Tn9rz4DUgiH82aAFD7MlGVlcFX-rpbfmEeCQ31MuxlP_l_sAZnDcDPWSAS3MTnDu8LBx_phMpABPe9hi5TXoKmn3tLqzlhhHDIXG-frM1_JrjVpvnmc/s1600/Transactional.png" /></span></a></div>
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<b><span style="font-family: inherit;"><b>Transactional </b></span></b></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">Transactional managers are goal-oriented and will reward or punish their teams based on performance. </span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiq2IQ6BaiJ_bLEkCHSa6x2_3QyRvJ55JT0rsuk3dyLHbEbCPFCNHVfi9F08Cnl1D67F8r4_4gm4T4Bhsp7cad6t17bRbKN-77-8VUDKR3YTgF1wbtvJP7lZ2Y3B-UwHoGdlnrLsmItXJ8/s1600/Transformational.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: inherit;"><img border="0" data-original-height="100" data-original-width="100" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiq2IQ6BaiJ_bLEkCHSa6x2_3QyRvJ55JT0rsuk3dyLHbEbCPFCNHVfi9F08Cnl1D67F8r4_4gm4T4Bhsp7cad6t17bRbKN-77-8VUDKR3YTgF1wbtvJP7lZ2Y3B-UwHoGdlnrLsmItXJ8/s1600/Transformational.png" /></span></a></div>
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<b>Transformational </b><br />
These leaders are big-picture thinkers and motivate their staff through communication and visibility.<br />
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<span style="white-space: pre-wrap;"><span style="font-family: inherit;">Different types of people thrive under different types of leadership, sometimes being a great manager means being a combination of all five. For example a laissez-faire style of manager doesn’t often provide feedback and support to their staff, and while some staff might feel unsupported, others prefer the hands-off approach in order to prove they can be an independent worker. Autocratic leaders tend to make decisions without consulting their staff, while participative leaders prefer to make decisions with a lot of input. </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: inherit;">It’s easy to see how different styles of leadership can rustle some feathers, so it might be worth examining what type of leadership style you most identify with and see if you might be excluding some of your staff. </span></span></div>
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<span style="font-family: inherit;"><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">To learn more about becoming a better manager, you can check out our helpful guide - </span><span style="background-color: transparent; color: blue; font-style: normal; font-variant: normal; font-weight: 700; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><a href="https://goo.gl/CWVRF9">Building effective management skills</a></span><span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: 400; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> - or watch the video below for more information. </span></span></div>
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Nicolehttp://www.blogger.com/profile/02650687410390709305noreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-30144579467167243782018-05-16T11:54:00.000-07:002018-05-16T11:54:45.788-07:00Tune in on July 10, 2018 as we announce our latest product innovations<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=agencyblog&utm_team=events-us&utm_campaign=201805-marketing-live-2018" target="_blank">Sign up</a> to join the live streamed keynote at Google Marketing Live:<br />
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<b>When:</b> Tuesday, July 10, 2018 at 9 a.m. PT / 12:00 p.m. ET<br />
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<b>Duration:</b> 1 hour<br />
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<a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=blog&utm_team=events-us&utm_campaign=201805-marketing-live-2018" target="_blank"><img a="" border="0" href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=agencyblog&utm_team=events-us&utm_campaign=201805-marketing-live-2018" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjbbHKRgBRksLZZUu2uCn4fVKixCtZmewtEWgXL3saw6jIo6XcGGOs50mAh9FTTeqKgyXRWt34Xn79z0CkWLPgrGZQF13EbjPNdJdKDgWk_QGRCh4tOdaEq8pzbihxXrTo1Sivv79B0uXM/s1600/Screen+Shot+2017-02-23+at+4.32.17+PM.png" /></a>
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It’s that time of year again! Join us as we unveil the latest Ads, Analytics and Platforms innovations at Google Marketing Live. Get a first look at new features and tools that will help you grow your business. Also gain access to the latest insights and trends that are shaping the future of the industry.<br />
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Register for the keynote live stream <a href="https://services.google.com/fb/forms/gml2018-livestream/?utm_medium=social&utm_source=agencyblog&utm_team=events-us&utm_campaign=201805-marketing-live-2018" target="_blank">here</a>. We’ll also make a recording available after the live stream for advertisers in other time zones.<br />
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Until then, subscribe to <a href="https://getsubscriptions.withgoogle.com/newsletter/thinkwithgoogle/signup?">Think With Google</a>, and follow us on <a href="https://twitter.com/adwords">Twitter</a>, <a href="https://plus.sandbox.google.com/+GoogleAds/posts">Google+</a>, <a href="https://www.facebook.com/adwords">Facebook</a> and <a href="https://www.linkedin.com/company/google-adwords?trk=">LinkedIn</a> for a sneak peek of what’s coming soon.<br />
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Nicolehttp://www.blogger.com/profile/02650687410390709305noreply@blogger.comtag:blogger.com,1999:blog-1750565022862752509.post-28700607323012575962018-05-09T10:51:00.000-07:002018-05-15T07:35:53.946-07:00Get recognized for your great work at the Premier Partner Awards 2018<div dir="ltr">
<img height="426" src="https://lh5.googleusercontent.com/039R7hCHcrJkpUs8YyaA7FoZUKPbvlUxvqqMkEXT2jvM64BGb0IvAMBTSUwAk2zaxWkmDQIsT0TJ419_AkA2fr06IcYthvGHzc8oobteGtqw0QO9TD_Msw-8XuWXFdYbAjZPdn4d" width="640" /> <br /><br />Announcing the Premier Partner Awards 2018 — a time to recognize innovation and performance in digital marketing. Winning an award results in more than a trophy. It's a way for Premier Partners to showcase their strengths to current clients and attract new ones. <br /><br />We’ve listened to your feedback and made some adjustments to this year’s awards. The application process has been streamlined to focus on your great campaign work and the submission window has been extended to better accommodate your schedule. <br /><br />The judges will review every case study and be looking for innovative uses of technology. Regional events will bring the finalists together and give Premier Partners the chance to meet and celebrate. Winners will be awarded at the regional or country level only. <br /><br />Join us and apply <a href="http://g.co/PremierPartnerAwards">here</a> for the Premier Partner Awards 2018 in your region. <br /><br /><br /><strong>About the awards </strong><br />The Premier Partner Awards 2018 honor great work with Innovation Awards in the following areas: Search, Display, Mobile, Shopping and Video. <br /><br />Additionally, we recognize one partner in each region with the Growing Businesses Online Award. This award goes to a company that helps clients get online, stay online, and grow online with interesting and thoughtful methods. <br /><br /><strong>Important dates </strong><br />All applications are due online by June 29, 2018. <br />The finalists for each award will be announced on August 27, 2018. <br />Winners will be announced at regional events between October and December. <br /><br /><strong>More information </strong><br />Check out the <a href="http://g.co/PremierPartnerAwards">Premier Partner Awards site</a> to learn more and apply before the June 29 deadline. </div>
Nicolehttp://www.blogger.com/profile/02650687410390709305noreply@blogger.com