Avoid marketing without impact

One of the scary things about running your own business? The realization there are many things you don’t know.?

In an Entrepreneur article , PostcardMania CEO, Joy Gendusa, points out the deeper problem: You don’t know what you don’t know. To steer away from marketing your business without impact, she urges readers to take a step back and broaden their perspectives.

Here are the key takeaways (in no particular order) with a little Pointerpro twist to the tail:?

• Observe other companies instead of hyper-focusing on yourself As Joy says, that includes identifying what others do poorly to exploit their weaknesses. For instance, did you know there are digital marketing tools that analyze how you can rank better for keywords, based on specific SEO weaknesses of others?
• Survey your customers to clearly see where their loyalty comes from If you’re doing something well, it’s important to understand how exactly, so you get to reproduce your best practices. As Joy points out, the completion rate of your surveys is key. “So why not create an incentive with an auto-personalized report for each respondent?” is what I’d add to that.
• Don't regard millennials and Gen Z as only receptive to digital marketing At Pointerpro, we tend to hammer down on the importance of digital presence, and we’ll continue to do so. But yes, by all means! Sometimes, it’s good to trigger your audience outside their daily rut to leave a longer-lasting impression.?

To that last point, the following Pointerpro case study illustrates - among other things - how digitalization can actually boost interpersonal connection offline.

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Humanizing accounting firms with 3 tools in 1??

Remarkable Practice is a UK-based consultancy that helps ambitious accountancy firms connect on a more human level with their customers. “Less sitting around spreadsheets, more meaningful relationships,” to put it bluntly.

They adopted Pointerpro as their survey and assessment tool, initially to simply gauge the temperature of the accountancy sector. When they got to know our Report Builder, business analyst & digital strategist, Sally Wallwin and her team realized there was untapped potential.

In an interview, we discussed 3 concrete use cases:

• “Humanise The Numbers” scorecard: A short assessment that evaluates how a firm’s customer-centricity stacks up against the best practices and that generates a personalized report with resources to improve. An excellent way for Remarkable Practice to attract new accountancy firms as customers for their consultancy services.?
• A personality/leadership self-assessment resulting in a personalized printed report for attendees during a community event. The outcome? A fantastic facilitator for conversation, connection, and knowledge sharing.??
• A strategy health assessment to onboard new customers, guide them toward better ways of working and ultimately demonstrate the ROI of working with Remarkable Practice.

Read the full interview here .

How CHROs can keep the “human” in human resources

Another field in which “humanization” is a hot topic - unsurprisingly - is human resources. Today, modern CHROs somehow have to balance optimizing labor costs, adopting new technologies, and reinforcing compliance.?

The cost in the wake of it all? The loss of a core human element in talent management.

Some essential remedies, asserted by European CHROs in discussion with McKinsey:

• Increasing customized attention to make digital interactions feel more personal
• Getting a broader view of diversity, equity, and inclusion to address people’s sense of purpose
• Spreading decision-making across the organization to help managers and their teams become more agile?
• Engaging more temporary workers (read: consultants) to deploy talent more flexibly.

An article by McKinsey’s CHRO experts discusses the topic in more depth. Also, it looks at five emerging HR operating models, how to find and retain tech talent, as well as gen AI’s effect on the HR function.

Recent and upcoming Pointerpro Academy webinars:

• “Boost your employee development with more effective HR assessments ” by Stacy Demes (Watch recording)
• “Personalize your assessment reports with custom scoring and formulas ” by Seppe Verhavert (Watch recording)
• “Master the look of your assessments and reports with these design tips & tricks ” by Tove S. (Watch recording)
• “Dashboard Builder: Create visual dashboards for any stakeholder ” by Nataliia Deineha ????

On point will bring you more insights and tips in 2 weeks.

Meanwhile, I'd love to know whether you find these newsletters useful. So feel free to DM me.?

Stefan

* Disclaimer: All images and articles are property of their respective owners and are used for educational and informational purposes only.