Defining Marketing Objectives & Strategies

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Marketing Objectives are defined as the group of goals set by a business when promoting its products or services to potential consumers that should be achieved within a given time frame. A company’s marketing objectives for a particular product might include increasing product awareness among targeted consumers and providing information about product features. Specifically, common marketing objectives include:

  • Introducing new products or services
  • Cross-selling more products or services to existing customers
  • Expanding into a new geographic market
  • Seeking out and securing new customers
  • Improving customer services
  • Increasing the average size of an order

Once the Marketing Objectives have been defined, you can create a focused Marketing Strategy for each one. Marketing Strategies have many potential tactics that can be utilized. Below are examples of Strategies with their corresponding tactics:

  • Market Share & Expansion Strategy: Develop aggressive sales & marketing tactics to expand your market. Examples of tactics include:
    • Consumer and/or trade promotions (e.g. coupons, BOGO’s, contests, special offers, etc…)
    • Direct mailing to include incentive
    • Secure additional distributors and/or sales force
  • Positioning Strategy: Designed to affect how people think and feel (perceive) about your product or service. Examples of tactics include:
    • Advertising and public relations campaigns
    • Attending, exhibiting or presenting at trade shows
    • Enhancing and/or developing corporate communication and marketing materials (e.g. brochures, website, flyers, social media profiles, etc…)
  • Reminder Strategy: Reminds customers to make a purchase. Tactics include:
    • Postcards via direct mail with coupons
    • Free premium items with company’s information
    • Disseminate monthly newsletters
    • Communicate newsworthy information via social media

Determining which Marketing Strategies are necessary and important based on your business goals is critical to the success of growing your company. If done incorrectly, you will only end up wasting a lot of time and money on implementing the wrong strategies. Needless to say, my advice is to seek out a qualified Marketing Consultant who can assist you through this process.

Source: Danielle Foley

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Client Success Story: Safety Solutions

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Safety Solutions of Sioux Falls offers professional on-site and off-site training, regulatory compliance, site inspections, and written safety program management. Owner Tony Drovdal is a former Captain with Sioux Falls Fire Rescue with over twenty years’ experience in public and private occupational safety management. In 2016, he partnered with Complete Media, Inc. seeking marketing solutions.

“One of the things I stress in my classes is to know your own limitations,” Safety Solutions owner, Tony Drovdal, said. “I took my own advice and looked for help marketing and branding my business. The team at Complete Media is proactive and looks for new avenues to get that done, and for a smaller investment than I anticipated. I couldn’t be more satisfied.”

Complete Media developed from the ground up Tony’s entire branding strategy including company logo, new website, collateral materials, and public relations. His new business is gaining traction and visibility, thanks, in part, to the online strategies executed by the Complete Media team, including everything from SEO and keyword management to social media. We even facilitated some client-to-client connections resulting in new business; before he officially opened his training facility, Tony was already busy making workplaces safer.

To find out more about Safety Solutions, call 605.610.2169 or visit their website.

Client Success Story: Climate Systems, Inc.

Climate Systems is a regional leader in HVAC design and installation. In addition to HVAC sales and installation, Climate Systems services Schneider Electric Automatic Temperature Controls. Technological changes have revolutionized remote monitoring and energy management control in today’s buildings. Climate Systems’ job has been to stay up to date on these new developments. With a vast array of knowledge and years of practical experience, they’ve been responsible for the building automation systems of hospitals, educational buildings and campuses, recreational facilities, churches, government buildings, office buildings, laboratories and manufacturing facilities.

Climate Systems partnered with Complete Media Inc. several years ago to enhance their brand and name recognition. We have helped them go through a complete rebranding, including logo updates, all-new marketing materials, signage, vehicle graphics, website, and much more. Through our marketing planning and placement, we have helped Climate Systems keep in touch with key clients and prospects using online strategies, e-marketing, social media, and print campaigns. Working with Climate Systems has been a great experience, and we truly value their partnership.

To find out more about Climate Systems, Inc., call 605.334.2164 or visit their website.

Marketing Strategy: Making A Smart Investment

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A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

A Change Of Mindset

First and foremost, marketing is an investment. You only get out of it, what you put into it. Therefore CMOs need to begin looking at marketing as the financial investment that it is towards meeting the goals of the business. When you make a financial investment you investigate the risk potential, growth expectations, and your portfolio as a whole. When looking at your marketing spend and strategy, you can start with the same discussions.

To think of it in another way, look around your business at the way investment fundamentals are applied all around you. Why is this not the case in marketing as well? Forget the way that marketing is typically done. Forget what your company has focused marketing dollars on in the past. Then open yourself up to the possibilities that a creative marketing investment can have.

Goal Alignment

Now you’re ready to start getting your goals and your marketing investment in line. But first, make sure that you have the right goals. Of course, this depends on your business. A new business will need to focus more of their investment on brand awareness. You’ll need to make a splash in the market and get your name out there. your marketing spend in that area will be high because your primary goals is brand awareness.

But for most established businesses, awareness is only a portion of the marketing spend. Too often, businesses are focused on the wrong marketing metrics. You see that you’ve gained a bunch of Facebook likes, or you’re getting a lot of return visits to your website. These are positive things, but do they align to your goals? Marketers tend to focus their investment of marketing dollars on the channel itself – whether boosting search rankings or building an email list. But was your goal to create a higher search ranking? Or was your goal to use search rankings as a way to build leads and conversions?

Your marketing strategy needs to be relative meeting the financial goals of your company. If your company is looking for slow and steady growth, you can invest your marketing budget accordingly. But if you really want to get your business off the ground quickly, you’ll have to ramp up your spending for your maximum return.

Execution And Adjustment

Now that you have your focus for your investment from the goals of your business, you’re ready to get started ramping up your marketing strategy. Don’t limit yourself. Your mix of marketing strategy is dependent upon your business, of course, but consider every channel and it’s effectiveness for you.

Make sure you have the right tools in place to measure the return on the investment you’ve made. When you make a financial investment, you will always have these tools in place, so why wouldn’t you have these in place for marketing investment? Again, be focused on the right metrics and making sure you have a system in place to see the results of your hard work. Then you can make the adjustments needed in your strategy. You can identify where the issues are in your marketing funnel and change your marketing investment based on that information.

Conclusion

Thinking of your marketing as an investment, makes you shift your thinking for your marketing strategy and budget. You are only going to get out of it what you put into it – so invest wisely.

A marketer can easily fill up their day with a plethora of so-called “marketing tasks.” Post to Facebook, retweet a twitter mention, send out emails to prospects and clients – these tasks can be very valuable for a company, but too often they are used merely as hopeful shots in the dark instead of part of a distinct marketing strategy. Just like a financial investment, marketers need to start paying more attention to the specific financial goals of their business and investing in their strategy accordingly.

Source: Mike McDermott

Complete Media Inc is a Sioux Falls marketing, advertising, website design and web hosting company specializing in web design, maintenance and hosting services.

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12 Ways To Measure Your Marketing Impact

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With the proliferation of tools for both measuring and automating your marketing efforts, startups aren’t exactly wanting for real-time marketing data. But while spreadsheets and dashboards are nice, actually being able to prove your marketing works is far more useful.

Interested in how other startups are measuring their marketing efforts, I asked a group of entrepreneurs from the Young Entrepreneur Council to share how they currently track their successes (and failures). Their best responses are below:

1. Tracking

“Now that high-quality content has so many benefits in the marketing world, it’s important to track all its different uses. For example, when you share specific pieces of content, use Buffer to track it. Or, when you send someone an email that includes a specific type of content, use HubSpot or Infusionsoft to track the results. It can be as simple as tracking the clicks on your recent post that’s in your signature line.”

John Hall

2. Acquisition Channels

“We track every single acquisition channel through which our users register. This includes blog posts, press, organic search, paid ads, partnerships, etc. We do weekly meetings to review the data. It shows which channels convert the highest, generate the most loyal users and more. This data signals which channels to “double down” our efforts on and which to let die.”

Danny Boice

3. Google Analytics

“We place heavy focus on margins to optimize ROI on Adwords marketing campaigns. We want to constantly optimize our spending and make sure we get the most conversions possible on targeted customer acquisition cost. We use Google Analytics to do this mostly.”

Pablo Palatnik

4. Iterative Testing And Strategizing

“We end planning sessions with different hypotheses to test and measure. Lean, agile marketing is baked into our process, and we’re always thinking about the goals of each action and variations of actions to be tested. Right now, analyzing data like open rates, click-throughs and social performance from content and formatting is shaping our email marketing strategy iteratively without slowing us down.”

Lauren Perkins

5. Inbound Leads

“The biggest thing we use data for is tracking inbound leads. We experiment all the time. We change up our welcome email, give a phone call instead, attach explainer docs and then see which ones convert. If you don’t use data, you’ll have to guess without any evidence.”

John Meyer

6. A Marketing “Stack”

“Our marketing stack includes Segment.io, Marketo and Salesforce.com. We use Geckoboard to make the data available to anyone in our company and display it on screens around the office. My philosophy is that any number important enough to report to our board of directors should be available to employees all the time, and we have biweekly meetings to discuss trends in our key marketing metrics.”

Ryan Buckley

7. Salesforce

“We’re using Salesforce.com to track the productivity of our marketing efforts, which are segmented into a variety of categories like campaigns, lead types, company types and more. Marketing really is the top of the sales funnel, and with Salesforce.com, we can create and share several dashboards and reports to use across the team. We can then follow the sales process from beginning to end and use the quantitative data to make improvements to our processes.”

Doreen Bloch

8. Cost Per Acquisition

“Marketing dashboards can bog you down with extraneous data. CPM, CTR, impressions and impression share — it’s enough to bury you in numbers. The way that we stay afloat is the discipline of only looking at the king of marketing metrics: CPA, or the cost per acquisition. Ultimately, marketing exists to move the needle on acquisition. If you don’t know how much each new customer costs, you’re just throwing your money out the window.”

Emerson Spartz

9. Customer Engagement

“Data informs almost every decision we make, and it allows us to communicate with our users in a way that is thoughtful and impactful. We recently launched engagement campaigns based on behavioral data, and we’re analyzing the successes and failures of those campaigns to create content that improves user experience while helping achieve our marketing goals!”

Erica Bell

10. Customer Lifetime Value

“Customer lifetime value (LTV) is a great way to reveal the quality of customer segments. We segment our customers by referral source (ad campaign, social network, etc.) and look at their LTV. Just because an ad is converting doesn’t mean it will bring in high-LTV customers. Word of mouth and social network referrals lead to customer LTVs that are worth several times more than the ones that come from some of our ad campaigns, which is apparent when you look at the churn rate for each customer segment. Conversion rate can easily become a vanity metric, but focusing on LTV and churn are how you build a long-term business.”

Jared Brown

11. Audience Opinion

“It’s important to track your marketing efforts so you can see what’s working and what isn’t. Our team collects information and suggestions directly from our customers. We want to go straight to the source to get quality feedback, and the customer using your product will have the best insight. Social media is also an indicator that can identify which topics seem to be sparking a conversation in your customer community.”

Michael Patak

12. Data Collection

“In marketing, data is crucial — it’s how we find out if our creativity is actually delivering. We use what’s called dollar productive activity (DPA) metrics, such as how many calls/emails/meetings occurred and how many of those activities converted into a closed deal. There’s a very distinct difference between being busy and being effective. From these metrics, we can see if our activity is actually effective. If we notice that calls are working better than emails, we adjust. Also, if we know that it takes three calls to get one closed deal and our goal is 10 deals per week, then we can work that math into our goals and ensure that our sales team is making 30 calls per week.”

Jason Jannati

Source: Scott Gerber

Complete Media Inc is a Sioux Falls marketing, advertising, website design and web hosting company specializing in web design, maintenance and hosting services.
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Tanner Chambers – Production Strategist

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Tanner is a Minnesota-born graphic designer with a background in television journalism, broadcast technology and marketing. He landed his first TV job while in college, working first as a part-time assistant webmaster and then as an associate producer for Valley News Live in Fargo, North Dakota. He graduated from Minnesota State University Moorhead in 2014 with a Bachelor of Science studying graphic design and mass communications.

A marketing internship brought him to Sioux Falls in the summer of 2014, where he continued to add to his experiences, working as an advertising copywriter, KELOLAND reporter, non-profit administrative assistant, business-to-business broadcast technology marketer and digital freelance artist specializing in graphic design, videography and motion graphics.

Tanner joined the Complete Media team in October 2016 and has thrown himself into his work, developing built-to-last business brands while expanding his web skill set with HTML coding, email and web builders, WordPress, Google AdWords, Facebook ads and more.

He and his wife live with their three small dogs near downtown Sioux Falls.

Reach Vs. Frequency

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Is it more effective to touch 100 potential customers once or 25 potential customers 4 times?

Reach and frequency are terms generally used when planning advertising campaigns. However, the concept of reach and frequency applies to any promotional activity you undertake: direct mail, direct selling, and even networking.

Reach is the number of people you touch with your marketing message or the number of people that are exposed to your message. Frequency is the number of times you touch each person with your message. In a world of unlimited resources, you would obviously maximize both reach and frequency. However, since most of us live in the world of limited resources we must often make decisions to sacrifice reach for frequency or vice versa.

For example, an air conditioning repair service who has decided to do a direct mail piece has to decide whether to mail the entire Dallas/Fort Worth Metroplex once or to mail a quarter of the Metroplex four times. An attorney who receives many of her clients through networking may have to decide whether to attend one weekly networking meeting or four different monthly meetings.

When faced with decisions of reach vs. frequency remember this rule of thumb:

Reach Without Frequency = Wasted Money.

Marketing is the process of building a business relationship with potential customers. Have you ever established a lifelong friendship with someone you had contact with only once? Probably not. Generally, friendships (and all relationships, for that matter) grow as a result of frequent contact over time. Even when the potential to form a great friendship is there at the first encounter, it is unlikely it will grow without nurturing.

Seth Godin in his book Permission Marketing uses an analogy of seeds and water to demonstrate the importance of assuring adequate frequency in your promotional campaigns. If you were given 100 seeds with enough water to water each seed once would you plant all 100 seeds and water each one once or would you be more successful if you planted 25 seeds and used all of the water on those 25 seeds?

While intuitively and even conceptually we understand the importance of frequency to successful promotional and sales campaigns, somehow when it comes to actually implementing the campaign, we opt to sacrifice frequency for reach. And then we complain about the ineffectiveness of our promotional efforts. Undoubtedly one of the biggest wastes of marketing dollars is promotional activities that are implemented without adequate frequency.

When faced with the decision of mailing one direct mail piece to 10,000 people or mailing to 2,500 people four times think about the fate of those 100 seeds you can water only once. Unless you have water rights and can obtain additional water, opt for less reach and more frequency.

Source: Julie Chance

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‘Everyone’ Is Not A Demographic: A Guide To Target Markets For Small Businesses

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What Is A Target Market?

Simply put, a target market is a specific group of people you have decided to target with your products or services. It could be a large market or a niche market.

Sounds simple enough, right? Well, the concept of target markets can become much more complicated if you offer a product or service with wide appeal, or you have a diverse customer base. If you sell to “everybody,” then how are you supposed to define your target market?

The Difference Between A Target Market And A Demographic

Although target market and demographic are closely related terms, they are not interchangeable.

Compared to demographics, target markets tend to be much broader. This is because, for many businesses, their products or services appeal to a wide range of individuals. Target markets can also be affected by considerations such as buying cycles, product shelf life and other elements that may not be driven by people who might be interested in buying what you’re selling. In addition, marketers often take the long-term profit potential of a target market into consideration when developing their models and marketing strategies, meaning that they have to focus on the bigger picture.

Demographics, on the other hand, are subsets of a target market that share particular attributes. For example, many television advertisers purposefully target the coveted (and notoriously fickle) 18-35 age demographic. That does not necessarily mean that people who are older than 35 fall outside of the advertiser’s target market – it just means they are part of a different demographic.

In other words, you can think of target markets as a collection of demographics that may be interested in your product or service.

How To Identify A Target Market

So, now we know a little more about what a target market is (and isn’t), how do you go about identifying one for your business?So, now we know a little more about what a target market is (and isn’t), how do you go about identifying one for your business?

Start With Your Existing Customer Base

One of the first steps to identifying a target market for your business should be to take a long, hard look at the people who already buy from you. Even if your current customers seem like a diverse bunch, the chances are pretty good that they will share at least one or two common characteristics. If they don’t, perhaps a shared interest is the common thread.

Once you begin to identify commonalities between your regular customers, you can begin to use this information to refine your existing customer base into a target market.

When researching target markets, it’s vital that you start broad, but become increasingly granular as you progress. For example, you might start by identifying homeowners as a potential demographic, but then drill down deeper and discover that homeowners with older children, earning a certain annual income who work in a particular sector are your best customers. This level of granularity makes it easier to tailor your messaging to appeal to these individuals, even if your customer base is actually much broader.

A Note On Demographic ‘Gray’ Areas

One of the most common mistakes made by businesses of all sizes is a failure to recognize that not everyone fits into neat little demographic boxes.

For example, you can use gender as a starting point when conducting research into your existing customer base. However, gender isn’t always binary and some people, such as transgender individuals, may not be easily categorized into narrow demographics. It’s important to be as inclusionary as possible when looking at potentially sensitive demographics, especially in the imagery and language used in your messaging, otherwise you risk alienating members of your community and prospective customers.

Refining Market Segmentation

So, if a target market doesn’t encompass all of your prospective customers, what can you do? Segment and refine your target market.

Market segmentation can help you understand how your products or services appeal to individuals across several demographics within your target market.

Market segmentation typically falls into four distinct categories:

• Geographic
• Demographic
• Psychographic
• Behavioral

Let’s take a look at each of these categories in more depth.

Geographic

As its name implies, geographic segments can be used to target people living in a specific area. This could be as large as an entire continent, or as regionalized as a specific bus stop.

Geographic segmentation typically includes at least one or two of the following criteria:

• Continent
• Country
• Country Region
• City
• Cities/Towns Of A Specific Population Density
• Climate
• Areas With Specific Population Thresholds
• Localized Areas (Neighborhoods, Specific Retail Outlets)

Demographic

Yes, we’ve been talking about demographics throughout this post, but demographic targeting is an important part of market segmentation. Since we already know what a demographic is, let’s look at the most commonly used demographics:

• Age
• Gender
• Family Size
• Household Income
• Occupation
• Level Of Education
• Religion
• Race
• Nationality

Psychographic

Psychographic segmentation categorizes people by their personality, interests and other factors. This can be a powerful way of marketing the same product to people from seemingly radically different demographics, and plays a crucial role in businesses’ target marketing.

Psychographic segmentation can focus on:

• Personality
• Attitude
• Personal Values
• Lifestyle
• Social Class
• AIOs (Activities, Interests, Opinions)

Behavioral

Behavioral segmentation refers to – yep, you guessed it – how people behave. However, this type of segmentation refers specifically to what potential customers expect from a product or service, and how their actual experiences influence their behavior.

Behavioral segmentation includes factors such as:

• Benefits Sought
• Buyer Readiness
• Degree Of Loyalty To A Brand/Product
• User Status
• Occasions

Hitting The Target (Market)

Just because your product or service appeals to a broad range of people doesn’t mean you can’t learn more about them and market your business more effectively as a result.

Source: Dan Shewan

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How Does the Target Market Media Consumption Affect the Strategy?

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Knowing the media-consumption habits of a target audience can help a business owner create an effective marketing campaign. For example, if target consumers favor a particular media channel – such as a television station, radio station, magazine or newspaper – you can use that information to deliver your marketing messages directly to them.

Consumption

Your target customers may enjoy a particular aspect or offering of the media channel. For example, they might watch a specific television program, listen to a particular radio show or flip directly to the sports section of the newspaper. Understanding media consumption habits in this respect helps you place your advertisement effectively within the media channel.

Context

It also helps to know what consumers are doing while they are using a media channel. Suppose a car dealership decides to reach its audience by advertising on a radio station in the morning. Knowing that most people are driving to work at this time of the day, the dealership might design an advertisement that speaks directly to commuters by explaining how a comfortable car can ease the pain of sitting in traffic jams. Similarly, if the dealership knows target consumers tune in to the radio station while they are busy working or making dinner, its advertisement might use loud jingles and sound effects to catch the listener’s attention.

Market Research

Business owners can hire a market research firm to help determine strategies for reaching a particular segment of the population. Market researchers draw on a large variety of techniques to study consumer behavior to create behavioral profiles and help advertisers tailor marketing campaigns to the consumption habits of their target audience. Researchers might use surveys, focus groups and questionnaires to generate a database of media consumption habits. They then use statistical methods to identify consumption patterns, providing valuable insights that help advertisers identify the most cost-effective strategies for reaching an audience.

Media Planners and Buyers

Media planners and buyers help businesses implement marketing campaigns. These experts can orchestrate complex strategies, such as airing television commercials in short bursts during periods when the target customers are likely to be watching. The alternative approach – airing commercials during every available period – would drain an advertising budget unnecessarily. While hiring all these marketing experts might seem expensive, the investment pays off if you can avoid wasting money on ineffective strategies.

Source: Stan Mack

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Six Ways to Help Your Employees Execute Your Vision and Strategy

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1. Keep explaining the “why” until they get it.

Remember that people are far more likely to execute a strategy wholeheartedly — even if they disagree with it —if they understand the “why.” To paraphrase Nietzsche: “People can handle almost any What, if they understand the Why.”

If you weren’t involved in the decision, i.e. mid-level manager, do your homework so you thoroughly understand the rationale. Get feedback on whether your explanation makes sense. Explain the reason for the initiative to someone not in your company and see if they understand it and can see its validity. Tweak your message until it makes sense to someone without your background knowledge of the situation.

Also, don’t assume explaining it one time will suffice. Often when people are shocked by news, their brains lose their ability to process information.

2. Anticipate objections and generate valid answers.

If you are part of the senior team that made the decision, this should be straightforward. If you weren’t and don’t have enough information to answer some of the potential objections and questions that might be raised, seek out the answers.

Here’s an example of how you can frame your request: “I want to make sure I present a compelling message to the team, so part of what I’ve been doing is making a list of potential questions and objections. There were four that I couldn’t answer because I don’t have the information. Can I get your take on them?”

3. Present a compelling “future story.”

Describe what this new approach will do for them, their customers, and the company. Describe what you envision things being like 6-12 months in the future.

Think in terms of telling “future stories” such as: “So for instance…with this new approach…when an existing client does X, instead of Y happening, we’ll now respond by doing Z…which will enable you to new, desired response and the customers to get whatever increased value the new employee response will deliver.” Notice how asking this makes you look like the nothing-short-of-excellence person you are.

4. Make sure you address the WII-FM for all parties.

As you describe the future story, make sure you describe how this will benefit them (the WII-FM, or the “what’s in it for me?”), their customers, and the company (and therefore their job security).

5. Don’t BS.

While you want to explicitly state the good that this change will produce, you don’t want to be dishonest. As you know from being on the receiving end of “company spin,” all it takes is one dishonest message from a leader to irrevocably damage trust.

You also don’t want to be that kind of leader, right?

So, don’t try to pretend certain outcomes or changes are a great thing when they actually are a net loss for your team. Also, don’t try to hide from the downside realities. Honestly acknowledge them.

6. Relate human-to-human, not role-to-role.

Often, I see leaders putting on their “game face” and relating as “The Leader,” rather than being a genuine human being.

This alienates employees. Don’t be afraid to be real, to be authentic. Judiciously share the concerns you have about its effect on your people and how you took that into consideration. Interviews with employees at client companies going through downsizings have repeatedly shown me how powerfully it affects employees when they can see — and hear — how much their leader cares about them and the impact their decisions will have on them.

The more real you are, the more “bondable” you become, and therefore…the more your people will want to do their best for you.

Source: David Lee

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