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Good management is what will give you a great business, here’s how

(MARKETING) Good management practices could translate into great business for you and “good management” is no longer a subjective term.

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Association game

What do you think of when you think of good management? Open communication? Happy employees? Other good stuff? Nobody is against good management, because in the abstract, it’s an objectively good thing.

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It has “good” in the name – doesn’t get any simpler.

Management matters

But until recently, there hasn’t been any real data to back up the fact that it’s good. Other seemingly objectively good things like investment in research and development, skilled employees, and high quality IT have plenty of research backing up their individual value to a standard company.

Good management, though, is usually discussed in terms of giants like Google and Facebook, which aren’t exactly typical firms.

The Harvard Business Review recently released the data they collected through a new study on the real world effects of management practices, and now we have legit proof that good management is good. In collaboration with the U.S. Census Bureau, the HBR collected vast quantities of info on a large number of small and large manufacturing firms across the nation. In total, 35,000 plants were surveyed on three key management metrics: monitoring, targets, and incentives.

The results were pretty clear: management matters.

Only 20 percent of the surveyed plants reported using 75 percent or more of the performance-focused techniques for management mentioned in the survey. These rare good management plants performed dramatically better than did the other 80 percent of plants. The good management plants that use monitoring and incentives-based techniques proved to be more productive, creative, and ultimately, profitable.

Each 10 percent increase in the management index of a plant correlated to a full 14 percent increase in productivity.

That increase was even found true for plants that weren’t already doing well saw performance gains. A higher management index was also found to be an indicator of business expansion, and a sign that the plant was less likely to go out of business.

The above average management techniques also appeared to explain 18 percent of the difference in performance between the top 10 percent of plants and the bottom 10 percent. In contrast, R&D only accounts for 17 percent, employee skills represent 11 percent, and IT spending accounts for 8 percent. AKA management matters most.

Keep an eye open

So what does a firm with good management look like? It starts with their geographical location. Companies in more pro-business states tend to have better management thanks to Right to Work laws. Competitive industries also tend to breed better management, because competition is just magic that way.

College also plays a factor, in a couple of ways.

Businesses with more degree-holding employees, and even the companies that are close to universities, seem to use better management techniques. Proximity to big, successful industry peers also improved practices, likely because smaller local businesses had the opportunity to learn from the big fish.

Gamer changer

That doesn’t account for all the variation, so individual leaders may play a large role in the quality of the management. That means that, independent of all other factors, entrepreneurs and other leaders have the ability and autonomy to re-direct management practices toward the more productive methods.

Good management is THE predictor of business success.Click To Tweet

There’s no excuse not to invest as many resources as you can into achieving it.

#GOODManagement

Staff Writer, Natalie Bradford earned her B.A. in English from Cornell University and spends a lot of time convincing herself not to bake MORE brownies. She enjoys cats, cocktails, and good films - preferably together. She is currently working on a collection of short stories.

Real Estate Marketing

URL shortener: Once clicked, you can retarget ads across social networks

(MARKETING NEWS) This new tool helps expand your brand with a simple URL shortener that then lets you retarget site visitors. Bingo!

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The URL shortener is a must-have piece of the toolkit for the social media marketing age. PixelMe is a combination of a tried and true URL shortener with a retargeting pixel in every link to help your marketing efforts. Bingo!

If you’re not #intheknow, retargeting is a form of online advertising that uses cookies to help you advertise to your visitors while they browse the web. Basically, a piece of Javacript, a “pixel” is placed on the browser as a cookie. The cookie then notifies retargeting platforms to serve specific ads.

Usually, it’s part of an overall marketing strategy to help capture potential customers who visit your site, but don’t necessarily check out or become customers. Combined with content marketing and targeted displays, it can help get more people back to your site and ultimately become customers. In terms of numbers, if only two percent of customers normally convert on first visit, the ability to retarget gives you a better shot at the other 98 percent.

Key features of this tool beyond link shortening include: Measurement, with links analytics to help you determine what is working; Custom Domains with branded short domains; the ability to include single or multi-pixels so you can retarget with multiple ad platforms; bulk import that lets you quickly add multiple links and then share them from the dashboard; customized slugs edits (to the last part of the URL); a custom 404 screen if you have a dead link; and team member collaboration if you have a small marketing team coordinating your efforts.

The effectiveness of PixelMe comes from its development (a great story pulled from the blog here) with specific use cases in mind.

Influencer marketing (which we’ve written about: check it out here) for example, is often a one-time marketing exposure – with PixelMe, the campaign audience gets retargeted so you get more ROI on working with influencers.

PixelMe starts at $10 per month (with up to 200 shortened links a month and one pixelID); and goes all the way to $79/dollars a month (for 15 pixel IDs, 10 team members, and 5,000 links per month). At three pricing levels, practitioners of all kinds can find marketing benefits.

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Real Estate Marketing

Dark data may be the key to your locked potential

(MARKETING NEWS) The key to a solid marketing campaign could be dark data if anyone can figure out how to actually use it.

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One trend that marketers and entrepreneurs alike are trying to utilize is the mining of dark data from social media. It may sound like something a supervillain in a made-for-TV movie may use to “hack the mainframe,” but it may be the crux of your next marketing strategy.

Research firm Gartner defines dark data as “information assets organizations collect, process and store during regular business activities, but generally fail to use for other purposes.”

This data is frequently unstructured, making it difficult to utilize effectively. Structured data is easy to analyze, it populates spreadsheets after a customer enters their information on your website and other clear roads of analysis.

Unstructured data, in contrast, is information that may be collected but its not utilized effectively. Almost 90 percent of unstructured dark data falls through the cracks and is never put to use. One big source of unstructured data is social media posts.

Customers will share insights into your business and brand through their posts about their purchasing habits. This is frequently done through not just through the selfie, but the captions associated with the photo as well.

A picture can tell a lot of information to people (what times of items you sell, their quality, and their overall experience) but the caption can help you understand more what their attitude towards those events are.

A picture may show an attractively plated meal, but the caption may talk about how there was a long wait for the food as well as poor customer service. These captions, and subsequent comments, can offer a keen insight into what people like and dislike about your brand called sentiment analysis.

Sentiment analysis can be utilized to understand attitudes toward your brand, and there’s multiple ways you can go about this. One method of analysis is through the building of word clouds which examine the most used words in a few days of dark data. Pro-marketers can easily pull dark data from those who like or follow a business’ social pages into software which can do the legwork for you.

Small business owners have some options that are less sophisticated but can still do sentiment analysis of dark data effectively.

The IProspect blog suggests to use “a blend of monitoring tools,” many of them free, to complete a sentiment analysis.

A better understanding of dark data means you aren’t limited to just basic social media analysis tools. With these concepts, you too can illuminate your dark data and shine some light on future prospects.

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Real Estate Marketing

Smartphone device plugs in to create 720 ° VR-ready home tours

(MARKETING) VR was once seen as a futuristic novelty, but with the rapid adoption rates, adding this to your toolbox could quickly set you ahead of your competitors.

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VR Maker

Accuracy is an important aspect of any real estate listing, which is why an app called VR Maker may soon become your new best friend.

VR Maker allows you to create a 360° presentation right from your smartphone, creating a seamless virtual reality experience in minutes. Such a presentation allows your clients to view properties’ interiors in crystal-clear detail, thereby removing some of the mystery from your real estate listings and bringing you closer to making a sale.

The way that the VR Maker works is simple: after signing up at iStaging website, you receive a 720° camera attachment for your smartphone (both iOS and Android are supported) along with a rotator unit on which you mount your smartphone. With the VR Maker app installed, all you have to do is make sure that everything is connected and tap “Capture”—VR Maker and the free equipment will do the rest of the work.

“The work” in the above context is quite impressive. VR Maker creates distortion-free 360° images of entire rooms with ease, allowing you to make a virtual house tour for which clients never have to leave the comfort of their homes. This footage also means that you don’t have to worry about uploading 100 photos at a time to make sure that every angle is covered—you can most likely cover the average house in one to two shots per room.

Having 360° footage of your properties isn’t necessary, but it lends a degree of credibility to your listings; after all, it’s hard to hide shortcomings in a home’s guest bathroom when one can see the entirety of the room. Similarly, having a high-definition, comprehensive view of the property gives you a leg up on the competition, and it certainly doesn’t dissuade clients from checking in.

Your clients’ comfort aside, using VR Maker will prove to be a huge time- and resource-saver for you as well, given that the app and equipment take little pre-existing knowledge to use and the shooting process is significantly more efficient than is traditional real estate photography. If you’re interested, head over to the iStaging website today to check out their demo.

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