Here at ADLIB we’re regularly called on to provide our clients and candidates with market knowledge that has been drawn from close to 15 years’ experience of working amongst the digital, creative, marketing and digital sectors. And whilst we like to think we’ve a pretty good handle on things out there we also know how important to stay current and get close to a world full of market adaptations and influences. So we’ve committed to creating a series of sector specific salary, engagement and benefit surveys that we will be publishing on a regular basis. Beyond this we’ll also be looking at key industry influences and why people are flocking to the West, amongst much more.
We’ve collated the data for our surveys via direct respondents of online surveys, combined with ADLIB’s extensive internal data and knowledge gained from the creative, technology, marketing and digital sectors.
Whether you are an employer, an employee, a business considering opening operations in the South West or you are simply reading with interest, we hope you enjoy.
The documents are free for all to access and enjoy, please click on a name to download your copy now.
You might be investing a lot of time and money into increasing the right kind of traffic to your website. The “right kind” as in: attracting those that you want as customers.
We previously wrote about Conversion Rate Optimisation: Do those attracted do what you want them to do – do they buy, sign up, run a search, or view what you would like them to see?
To drill a bit deeper into this topic and for some more guidance we talked to Jon Payne at Noisy Little Monkey. We got a chance to catch up with him ahead of his talk at the upcoming Digital Gaggle conference: “From stranger to prospect: capturing more web visitors and converting more of them into customers”.
ADLIB: Can you share what, in your experience, campaigns that have driven new relevant traffic to a site tend to have in common?
Jon Payne: To quote Elvis, you can’t understand someone else’s problems until you’ve walked a mile in their moccasins (or something like that). So, for all of those campaigns we don’t focus on our client, but our client’s customer (AKA “the end user”). We primarily identify the problems and challenges that the end user needs to overcome. We’re always thinking about the end user with whatever campaign we’re asked to work on be that SEO, social media or inbound marketing more generally. All of our efforts are focused around helping make the end user’s day-to-day a little easier, which normally means the site gets found quicker or shared more (preferably both). In summary, from a client’s perspective, we don’t really give a toss about their office politics and agenda, everything we do is absolutely focused on their customer.
ADLIB: Can you dispel any myths you often hear about ways to convert web traffic into customers that simply aren’t true?
JP: Noisy Little Monkey was founded with the explicit purpose of stopping people wasting their money on bad web marketing. Fixing bad web design. Righting SEO wrongs. Turning antisocial media into social media marketing. That’s what gets me out of bed every-day. I’ve heard spurious nonsense like ‘putting video on your homepage will get you better Google rankings’ and ‘changing the colour or position of your web buttons will get you better conversions’. Whilst sometimes these tactics might give short-term happiness, it won’t deliver long-term satisfaction. Some people also think that simply by installing Google Analytics and/or Hotjar (or any other number of tools) you will convert more web visitors into leads or customers. Those tools give you the data but you need to intelligently apply your findings and test, test and test again.
ADLIB: What are your top three “quick win” tips for converting more website traffic into customers?
- Spend half an hour going for a walk in your perfect customer’s shoes. What problems do they have that you could solve without even selling them anything? Great! You’re on your way to creating your first Buyer Persona or improving the ones you already have. Knowing your Buyer Personas inside out helps you target your marketing better and yield more results. Noisy Little Monkey have created a free step-by-step guide which can help you do this.
- Look at Google Analytics, see which pages convert the most visitors into enquiries or sales and try to understand what is working. Then, repurpose it for other pages on your website that aren’t performing optimally.
- Think about marketing automation – if someone is visiting your website, how can you collect more data about them so that you can begin to nurture leads via automated emails? There’s some brilliant marketing automation platforms out there, some remarkably inexpensive, that can enable you to convert way more visitors into leads and profitable, long term business relationships.
Thank you Jon for sharing!
This should give you some good starting points but if you’d like to learn more, you can sign up to Jon’s afternoon training session: “Become the Buyer: A Masterclass in Building Buyer Personas” (hint: this will help you recognise the kind of traffic you want to attract to your site and where to find it). There are limited tickets remaining for the Digital Gaggle conference – snap up one of the remaining few places today.
So you’ve finally found your superstar. Offer accepted, start date in the diary, phew. What should you do now to make sure they feel welcomed, get settled in and start to perform ASAP?
You won’t be surprised to know that candidates that leave within their probation period often point to their onboarding experience as one of the reasons why it didn’t work out. Christine Marino in ‘7 Need to know facts about onboarding’ states that onboarding programs can increase retention by 25% and improve employee performance by 11%. She also claims that employees who participate in a structured onboarding program are 69% more likely to stay with an organization for 3 years and that 15% of employees said the lack of an effective onboarding program aided in their decision to quit.
As recruiters we’re often perplexed when we hear of candidate accounts of that fragile period that covers the last week of their working notice and the first of their new role –particularly when it was such a lengthy process finding and securing their services in the first place.
Here are the most common complaints we come across:
‘I hadn’t heard from them for a few weeks, I had to follow up to find out at what time to arrive’
‘Would have been nice to know what I’ll be working on or need to prepare for’
‘They forgot that I was starting and I didn’t get a PC for a week’
‘Nobody seemed particularly interested in talking to me, I was left to my own devices’
Everyone ought to remember the nervous anticipation of starting a new role. It’s natural to want to know what to expect, how you can hope to build a good reputation and impress quickly and what the first week looks like. Put yourself in the new recruit’s position, how would you feel?
- Within a week of the start date, drop the candidate a line directly. Let them know a time to arrive, who to ask for and a rough outline of what they can expect in the first week. They’ll really appreciate it and it’s the professional thing to do.
- Get in touch to let them know of any useful background reading for a project they’ll be working on. You can see if they’re keen to get ahead and it’ll help them get up to speed quickly.
- Prior to starting, ask them what kit they’d like to work with. A nice gesture and always goes down well.
- Take them out for lunch on their first day. Only a few quid and a nice welcome. Perhaps even send an employee you feel deserves a boost to go with them.
- After a couple of days in the role have a general chat to see how they’re settling in. If they have any initial issues you can iron them out before they escalate. Maybe assign them with a buddy or get their manager or HR to have a coffee catch-up.
- Organise welcome drinks/cake/ an announcement. Again, a small gesture that doesn’t cost the earth but it’ll help them feel comfortable and an interest in showing them off as a valuable acquisition will breed confidence. The quicker they meet people and understand who does what, the better it is for the business.
Why should you bother?
- It’s the right thing to do. It looks professional, organised and shows that the business cares about its staff.
- The consequences of not doing things properly could have major implications. It’s likely that the candidate had other offers on the table and chose yours. They may choose to re-ignite their other opportunities.
- Done properly, it could give the rest of your team a lift.
- A positive experience will have them recommending you to other potentially great hires. Candidates talk and in a tough market, a hire from a referral could save valuable time and money.
Every company is different with how they do it, but the ones who retain good staff will do so from that first impression. Time to have a strategy if you don’t have one, it’ll pay off in the long run.
We’d love to hear what makes up your onboarding process, drop us a line to let us know!