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“When presented with an open door in your job, drive a Mack truck through it,” says the battle-tested leader, author, and speaker Miles Anthony Smith. Why not? Many people work diligently in the office, even overtime – without getting recognized or noticed. So, if an opportunity comes knocking at your door, do not hesitate.
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A job promotion you deserve typically does not land on your platter easily, even if you are a well-recognized employee.In Simple Words…
No matter how familiar or friendly your superiors are, they can grill you like a first-time applicant when interviewing you for a higher position. The question is, will you be ready for this? Or did you take this as a routine before getting your promotion letter?
Since your company knows you, the internal interview will differ from a job application interview. The judges know your flaws, so they won’t be surprised by your skill or talent. When you applied for the job, they knew you only through the information you provided them through your resume. After your tenure as an employee of the company, you have shown them the value of those certificates, your work ethics and principles, your adaptability, and your creative ability to handle issues. Also, they are familiar with your temperament and characteristics; hence they already have some perception towards you which can either be positive or negative. The challenge is to brand yourself and create a package that can be tempting.Let us go Step by Step for an Internal Interview
Consult and seek counseling from your boss
Ensure you are making a right choice
Re-do and revamp your resume
Give it a professional approach
Prove your competency
Show your desire and enthusiasm
WaitStep #1 – Consult
Do not burn the bridge; you may have to walk back on again. If your current boss learned from other sources that you are looking for a better position when he needs you, they might not be happy when you go back to work for him if the promotion does not work out for you. Remember, the job is not in your bag yet.
Aiming for a higher position in the same company completely differs from chasing after a job in a new place. You are not walking away from your previous colleagues and boss. Let your relationship be trusting, cordial, and friendly with the previous department.Step #2 – Be Sure about the Choice
Though an internal interview will be something similar, the outcome will not have the same impact on your career. After attending a new job interview in a new organization, you often have a choice of whether you would prefer to take the new job. You must know that your company will assume you are ready for the job. When it comes to an internal interview, the company will expect you to accept the offer once you are selected since you already know the job, company culture and values, travel arrangements, and other relevant things. Hence, nothing can stop you from accepting the offer after attaining your salary raise expectations.
Job descriptions are supposed to lure candidates. Therefore, if you do not desire to spoil the cordial relationship you share with your employers, ensure you want the position you are applying for before you attend the interview. If you are doubtful, do not go for it. Consider the job perks, challenges, performance demands, and expectations before you move ahead.
The HR department will be willing to guide you if you approach them with your queries. Set your career path with proper guidance and help.
If you refuse a job after attending an internal interview, it seriously hampers your chances of being considered for a promotion in the future.Step #3 – Re-do your Internal Interview Resume
Your resume, which you submitted when you joined the company, needs a serious facelift.
The position you applied for earlier was different. It is high time to change your profile for the better. Moreover, you have gained quite some experience and developed interpersonal skills. Customize your resume to fit the new position. Do not come out as a show-off but add your achievements in your tenure as the employee in the previous post.
If you have irrelevant or insignificant information, take it off your resume. The less and more specific data will be relatable. Honestly, no one loves an overload of information because it is boring to read through. When skipping some content, they may miss some important points as well. Highlight areas that need attention.
You must include points proving your candidature for the position they are considering. Even though it is an internal job interview, do not take your employers for granted and do things half-measure. Aim for the job as if doing it for the first time. Show your desire and passion through your profile.Step #4 – Collect Information
Even if it takes 2 or 3 extra coffees or hanging around the water cooler longer, collect information regarding the new position requirement, interview methods, and the judging panel as much as possible. Find out who the hiring manager is, which team you will be joining with your new position, and, more importantly – who was the employee who left the vacant post and why they left. There could be a hidden warning.
Access to internal information is where the inside person comes in handy and works in your favor.
You should understand that others interested in the position are trying to gather information and have the upper hand at the interview. Try to be helpful but refrain from discussing your preparations, plans, or ideas with others.
The inside information will give you an edge over external candidates if your company is considering them for an interview.Step #5 – Be a thorough Professional
With your familiarity and close relationship with your colleagues, you need a completely professional approach to the internal interview. It is easier said than done. Try to be as professional with your approach as possible, including job interview preparation, creating your resume, dressing up for the occasion, and entering the venue.
Refrain from assuming that the interviewer’s panel will know about your achievements in the company. Make sure you bring it to their notice through your answers or resume. Ensure you answer every question they ask without saying, “You know that about me.” Give precise, direct, and concise answers to the internal interview questions without elaborating on data.
Show them you have it in you what they are looking for. Do not come out as a person who already has assumed to have got the job because that can work negatively for you.
Also, avoid being too casual or friendly in your approach, but that doesn’t mean you act as though you do not recognize the people in front of you or act too stiff. Remember that people do not often prefer a ‘Know it all.’ Mind your body language and poise, and prove you are the right candidate for the job.Step #6 – Prove your Competency
No one will hire you in today’s highly competitive world unless you give them a reason to hire you. Gather all evidence pointing to your professional experience, expertise, and excellence at the job.
Subtly draw panelists’ attention to your achievements in the present organization and your previous professional experiences, if you have any. Include pieces of evidence in your CV.
In an internal interview, it makes sense to mention your weakness since the panelists might already know them. The idea is to tell them how you plan to overcome your drawbacks or what strategies you have developed to fight your weakness. In the same manner, they will be aware of your strengths as well. All you have to do is point out how you will use your skills and strengths to improve your productivity in the new position.Step #7 – Show your Desire
Gone are the days of being humble and simple. Today, the world belongs to the people who blow their own trumpets.
Do not shy away from telling the panelists why ‘you’ considered yourself for the job position. Tell them how much you desire the job and why you want the new position. Wear your enthusiasm and passion on your sleeve.
Ensure that the panelists will not assume that you applied for the job for a pay increase or just because it was available. Ensure you have enough substantiation that you want the job and are eager to be hired.Step #8 – Wait
After the internal interview, write a ‘Thank You’ note to your panelists for their time and for considering you for the position. Though emails are good enough in the tech era, handwritten notes carry more weight. Make sure to point out some outstanding moments from the interview in your mail.
Only follow up on the results to an extent where the HRD will start avoiding you. You have done your job, and results will come to your table sooner or later.
The best way is to continue your present position enthusiastically until you have bagged the coveted job.
Sitting on the edge of the chair or looking at your watch too often does not speed up the pace of how things work. Relax and breathe easy.
You're reading 8 Effective Steps To Prepare For An Internal Interview
An exit interview is a formal meeting between an employer and an employee leaving their job, either voluntarily or involuntarily.
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It is one last conversation with the employer, where the employer may ask you questions regarding the company and work environment to get feedback from your side via automated phone calls, websites, mailed questionnaires, or the traditional sit-down meeting.Introduction
Employers may avoid rehiring employees who left their job after the latter imposed ill will or threats against the former.
You may find the exit interview a waste of time, as you may be busy thinking about your future endeavors, smart career goals, plans, etc. You may want to say a harsh “no” to the company. But wait! You never know if you will need the company in the future, when you will want to return there, or when you have to give a good reference letter to your previous employer.
Whatever the format, you must remember to form a good impression in the exit interview. One may see much scope for growth and profit in another company, but after some weeks, they may experience a worse situation and want to return to their former employer.
Sometimes even fully engaged employees want to leave the organization. When this is the case, the employer becomes anxious about why such a sincere employee decides to leave.
A popular quote says, “The only bad thing about burning bridges is that the world is round.” You never know when you will travel across and end up in the same place. Hence maintaining proper co-worker relations with your former employers and managers is necessary.10 Tips to Ace An Exit Interview
Here are some tips about how you should perform at an exit interview to secure professional relationships:1. Plan the Conversation
While the exit interview sample questions don’t need as much effort as the recruitment interview, it surely needs little effort from your side to ensure that you speak what you’ll not regret.
Make short notes about your job, the work environment, superiors, colleagues, etc.
Note the things you loved at your workplace, things you didn’t like, and things you want to change.
Plan a proper way to speak up so you don’t reflect yourself as egoistic or negative.
Prepare common interview questions and answers such as why you want to leave, what you didn’t like here, what the other company has etc.
Pre-planning these things will help you properly showcase your thoughts to the interviewer.2. Recommend a Replacement 3. Be Assertive
The most difficult question you’ll find weird in an exit interview will be, “Why are you leaving?” Which, if answered inappropriately, will dump you into a big problem. You don’t have to tell the whole truth. Mold your statements in such a way that coats the reason with sugar. You can give reasons like-
You want to move on
Easier to commute
The new field or industry is interesting for you
This is what you always wanted to do
The new job is in sync with your career planning strategies
Avoid saying you wanted better pay or find that particular company prestigious.4. Appreciate the Good Things
Focus your discussion on what you liked about the organization, and appreciate what you learned.
You can list the following things for appreciation according to the situations and your experiences-
Liked the office locality
Find it easy to commute
Liked the parking system
Found the workplace comfortable and positive
Found co-workers who were supportive and friendly.
Got favorable support from Maintenance, HR, Administration, IT, Medical, Cook Staff, etc.
Great benefits include paid sick leaves, vacations, reimbursement, promotion, etc.
Be truthful in what you say, don’t just appreciate everything. Don’t compliment something you didn’t like.5. Express Gratitude
Tell them about any task, project, or software tool you learned through the organization, how some of your superiors and employees proved to be your support system, etc. Thank your employer for giving you the opportunity to learn and grow through the challenges and tasks. Take instances from your job period, how your employer proved to be your mentor, what qualities they exhibited, what made them charismatic, etc. Don’t just say things in the air; express good feelings about a particular person or matter genuinely, not just to impress the employer. Leave your previous job with a good reputation with the former employees and the employer so that you have left multiple doors open even after the exit interview. Spoiling relations by speaking ill words about the employer in front of them will create a bad reputation.6. Stay Positive 7. Give Proper Feedback
Generally, an exit interview policy is to get formal feedback from the employee about the organization before leaving. Hence they expect you to speak about things you liked about them, the things you didn’t like, something to be improved, etc. Be confident in answering these questions, but assertively as explained before. Proper feedback from you may help the organization to enhance its functions which may benefit other employees. Moreover, well-explained feedback from your side will help the employer and impress them, which may prove fruitful for you later in life.8. Think Before Answering
There would be a case in the exit interview where the interviewer may ask you a question you were unprepared for. To fill the silence, you may say something you regret later. If you think you’ll be unable to answer the question appropriately, tell the interviewer about it. A wise interviewer will understand that you don’t want to answer a particular question because it’s discrete or inappropriate and will toss in other questions.9. Don’t Get Too Frank 10. Finish on a High Note
A smile and the words-“Thank you for your time, Sir” wouldn’t consume much of your energy and will impress the job interviewer. Repeat some nice things about the company in a summarized way before leaving the exit interview. Don’t just express your joyous to leave this position and company, but express some regret. You may say-“I enjoyed and learned a lot here. I don’t want to leave, but they are offering me new opportunities for growth”.Conclusion
The exit interview policy is a way of saying goodbye while extracting useful feedback from the conversation. It will ensure that professional relations remain intact and prove beneficial later.
Proper planning of your answer is crucial so you don’t regret what you said. An appropriate tone of voice, cheerful nature, and healthy conversation will impress the interviewer and make you more expressive. Exchanging views in this exit interview policy is also beneficial, as it may help the employer to know the hurdles. Present the case with a constructive approach that will save your relations while, on the other side, making the employer aware of their actions.Recommended Articles
This is a guide to Exit Interview Policy. Here we have discussed the basic concept with some tips about how you should perform at an exit interview. You may want to look at the following relatable articles to learn more –
Content planning is more than scheduling. Run your accounts like a well-oiled machine with a strategic social media content plan.
Content planning is the most important factor in the success of your social media strategy. (There, I said it.) It’s much more than choosing a photo, writing a caption, and scheduling it to post.
You can have the world’s best social media marketing strategy, but it won’t be successful without proper content planning.
Here’s why that is, and the 8 steps anyone can do to plan effective, goal-crushing social media content.
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Start free 30-day trialWhat does “content planning” mean for social media managers?
Scheduling your social posts ahead of time is great, but it’s only a small part of what makes up a content plan. Truly effective content planning focuses on the big picture: Your marketing goals.
Well-planned content is:
Created in batches to optimize efficiency.
Part of a cross-platform campaign and repurposed across all your channels for maximum impact.
Connected to one or more marketing goals.
Balanced between your own original content and curated content.Why is content planning so important?
Which strategy is more likely to succeed?
Your social media marketing strategy is what you want to achieve and how you will get there. Content planning is the process of designing content for those goals to actually get you there.It keeps you organized
Batching your content is way more efficient than trying to come up with a post on the fly every day, or for a specific campaign. Batching means you’re taking the time to specifically write a bunch of social media content at once.
Besides being a more efficient way to write content, you’ll get more out of it. As you write each piece of content, extract pieces of it to repurpose. One post can quickly become five or more without much extra time. For example:
Write an Instagram Reels script.
Create a text caption from that script to use on text-based platforms like Twitter.
Create an image or infographic from the Reel content to use as an alternative way to communicate the information.
And, of course, the most basic: Make a note to save your completed Reel video in different sizes to use on other platforms, such as YouTube, Facebook Pages, TikTok, and more. Check the current recommended post sizes for each platform before saving.
Plus many more options, including writing an article about the topic to a series of short Tweets of the key takeaways and everything in between.
Content planning saves time and gets you the most mileage out of your work.It helps you avoid last-minute pressure (and writers’ block)
Oh, crap, it’s 10am on National Do A Grouch a Favor Day and you haven’t got anything scheduled to go out. (It’s February 16th in case you were wondering when you need to do me a favor.)
What will your customers think of you? Whether you post for every made-up holiday or only the real ones, content planning means you and your team will never stress out trying to create something last-minute because you forgot why this weekend is a long weekend.It connects your social media activity to marketing goals
Content planning keeps your eyes on the prize. You’ve got a formal marketing strategy, and hopefully a content strategy, too. (No? We’ve got a free social media strategy template for ya.) Your content planning process is what connects those big picture documents to the day-to-day marketing work your team does.
Each social media post = not that important on its own.
All your posts together = what determines if your social media strategy will sink or swim. Fail or fly. Crash out or cash in. You get it.How to create a winning content plan in 8 steps
Content planning is the most important part of a social marketer’s job, but don’t sweat it: It’s easy once you’ve got the right process.
Your content plan brings together 3 key elements:
Let’s create your personalized content plan right now.
Step 1: Plan themes for your content
Before you can create content, you need to choose the categories you’ll post about. How many topics you have and what they are depends on your unique business, but as an example, Hootsuite posts about:
Social media marketing tips
Social network updates and best practices
Marketing research and statistics, like the free Social Trends 2023 report
Social media marketing experiments
Product updates and features
Product education (tutorials, tips)
This is your content creation roadmap. If a post isn’t about one of the things on your list, you don’t post it. (Or, you rethink your marketing strategy and add a new category for it if it’s merited.)
Step 2: Brainstorm campaign and post ideas
With your topic list in front of you, create! Just… think! Write! Do it!
Write down all the ideas you can think of that meet the following criteria:
It’s about one of the topics on your list.
It’s connected to your marketing goals.
It’s not that simple to “think of ideas,” even for those of us who smash keyboards all day for a living. How you brainstorm is up to you, but here are a few ways I get inspired:
Scope out your competition: What are they posting? Can you put your own spin on those ideas?
Review the past: What campaigns have been most successful for you before? What elements of those campaigns were most effective? How can you replicate that for your new goal or campaign?
To know what’s worked before, you need top-notch analytics reports, right? Yes, you can piece together the information manually from each social platform, Google Analytics, and other sources… but why would you?
Hootsuite Analytics measures the real data you need to determine success, not just basic engagement metrics. It gives you a full 360 degree view of your performance across all networks with the ability to customize and run reports however you like, in real-time.
Start free 30-day trialCheat: Check out Hootsuite’s 70+ social media post templates
Running low on ideas on what to post? Head to your Hootsuite dashboard and use one of the 70+ easily customizable social post templates to fill the gaps in your content calendar.
The template library is available to all Hootsuite users and features specific post ideas, from audience Q&As and product reviews, all the way to Y2K throwbacks, contests, and secret hack reveals.
Each template includes:
A sample post (complete with a royalty-free image and a suggested caption) that you can open in Composer to customize and schedule
A bit of context on when you should use the template and what social goals it can help you reach
A list of best practices for customizing the template to make it your own
To use the templates, sign in to your Hootsuite account and follow these steps:
Head to the Inspirations section in the menu on the left side of the screen.
Customize your caption and add relevant hashtags.
Add your own images. You can use the generic picture included in the template, but your audience might find a custom image more engaging.
Publish the post or schedule it for later.
Learn more about using social media post templates in Composer.
Step 3: Decide when you will post
We’ve got our why and what, now we need the when.
Why: Why are you posting this? (What business goal is this content serving?)
What: What will you post? (The actual content you brainstormed.)
When: When is the best time to post it?
Sometimes, the when is obvious: Holiday content, a product launch, etc. But there’s a lot more to the when than the day you’re scheduling it for. You also need to consider your overall posting frequency.
You’ll need to experiment with how often you’re posting every week, how many posts per day, and the times of day. And, platforms change their algorithms all the time so what’s working now might not in six months.
Thankfully, you can back up your experiments with personalized intelligence, thanks to Hootsuite’s Best Time to Publish feature. It analyzes your unique audience engagement patterns to determine the best times to post across all your accounts.
Going a step further, it also recommends different times for different goals. For example, when to post awareness or brand-building content, and when to push hard for sales.
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Need to get your social marketing started quickly and hit the ground running? Add your posts, either individually or via bulk upload, hit AutoSchedule, and Hootsuite does the rest. Boom—your social media for the month done in under five minutes.
Of course, AutoSchedule is great for those pressed for time, but you should still experiment with different numbers of posts per week and times of day to find what works best for your target audience.
You can customize AutoSchedule to only post during set times or days of the week. Once you decide how often and when to post, either with Hootsuite Analytics or other tools, modify your AutoSchedule settings and now you have effortless social media post scheduling. Nice.
Only want to post once a day at a specific time? No problem.
Step 4: Decide on your content mix
There’s no need to reinvent the wheel daily. A successful social media and content marketing plan contains a mix of original and curated content. But what should you curate? Where from? How often?
Great curated content is:
Relevant to your audience.
Related to one of your content themes (from Step 1).
Connected to a business goal.
How each piece and type of content fits in with your other social media content is more important than how much of it you share, but a standard content mix is 40% original and 60% curated. Of course, adjust that up or down depending on your preferences and production capacity for your own content.
Some weeks you may share more curated content than others, but on average, stick to your plan. A surefire method for ensuring you don’t overdo it? Share one post, create one post—repeat!
With Hootsuite, you can easily add content from around the web to build a library of quality content to share later. When you find something to share, create a new post with the link and save it to your Drafts section.
And, you can use Streams to easily capture content from social media accounts you follow to re-share later.
When it’s time to schedule out your content—more on that later—you can just drag and drop from Drafts straight into your editorial calendar in Hootsuite Planner.
Step 5: Assign responsibilities
It can be easy to lose track of planning content ahead of time and end up in that familiar “Oh, crap, we need posts for tomorrow!” space, right? It’s the planner’s job to ensure the work that needs to get done flows down through to everyone else.
Clear expectations around who’s doing what are essential for content planning (and, so I hear, life). If you’re a lone content manager and don’t have a dedicated social marketing team with writers, designers, customer support peeps, and so on, now’s the time to build one.
If you’re on a tight budget, find freelancers to outsource tasks to as you need them so you can control expenses. For in-house and larger teams, you need to plan your planning. It’s redundant, and truly true.
So spell it out: Literally put it on your calendar. Assign a planner/strategist to manage the overall content planning process and assign each week or month’s work. Then, assign a designer, writer, project manager, etc to each client and/or campaign you’re managing.
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Step 6: Write post captions
Whenever possible, it’s best to write your social media post content before the campaign goes off to the design team (the next step).
This has a few key benefits:
It gives context to the designer so they can work efficiently.
They will have a better understanding of the entire campaign’s structure and goals.
While writing the posts, you may think of more ideas to add to the campaign to fill gaps.
It saves time by allowing copyediting and approvals to happen simultaneously with design, so you can publish it sooner.
Did you know that Hootsuite comes with OwlyWriter AI, a built-in creative AI tool that saves social media pros hours of work?
You can use OwlyWriter to:
Write a new social media caption in a specific tone, based on a prompt
Write a post based on a link (e.g. a blog post or a product page)
Generate post ideas based on a keyword or topic (and then write posts expanding on the idea you like best)
Identify and repurpose your top-performing posts
Create relevant captions for upcoming holidays
To get started with OwlyWriter, sign in to your Hootsuite account and head to the Inspiration section of the dashboard. Then, pick the type of AI magic you want to see in action.
Start your free 30-day trial
OwlyWriter will generate a list of post ideas related to the topic:
And that’s it! OwlyWriter never runs out of ideas, so you can repeat this process until your social media calendar is full — and sit back to watch your engagement grow.
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Step 7: Create (or source) design assets
This is often where content plans get bottlenecked. You can think up all these amazing campaigns, but without the creative assets that get it noticed, like graphics and videos, you can be stuck in your drafts forever.
But this is exactly why assigning responsibilities is important. Having a dedicated person for each part of the content planning process keeps things moving along and everyone’s on the same page.
Here’s how everyone can work together inside Hootsuite to bring a campaign from idea to finished:
Last but very un-least, scheduling. I don’t need to tell you scheduling your content ahead of time is important for basic efficiency. But it’s also the one thing that can make or break your entire social media marketing strategy. No pressure.
But really, what’s the point of content planning and following all the steps here if you’re not going to schedule out that content ahead of time in an organized, efficient, strategic way? Exactly.
You can create single posts in Composer or dial up your efficiency to 11 with the much-loved bulk upload tool, where you and 350 of your best posts can be scheduled in under 2 minutes flat.
Hootsuite is your content planning partner in success with robust scheduling, collaboration, analytics, and smart insights like the Best Time to Publish feature to make your job easier. Sign up for free today.
Save time and grow faster with OwlyWriter AI, the tool that instantly generates social media captions and content ideas.
The reason why ethical SEO professionals don’t offer guarantees is simple:
We don’t control Google.
Going all the way back to 2003 and the first major algorithm update – nicknamed Florida – SEO professionals have dreaded and eagerly anticipated algorithm updates.
No matter how experienced you are, you can’t predict how a major algorithm update will affect your site’s rankings.
An SEO professional can do everything right and still see a negative impact from an algorithm update.Can I Get a Medic, Please?
Recently, Google confirmed a major broad core algorithm update.
This update appears to mostly have affected healthcare-related sites.
In typical Google fashion, Google’s guidance on how to recover your rankings if you were negatively impacted was non-existent. They basically said just keep creating great sites.
According to Google, major algorithm updates happen several times per year.
Major shifts are nothing new for SEO pros.
But how are we preparing our clients, or for in-house folks, our bosses – for the inevitable negative impact of a major algorithm update?3 Different Types of Clients/Bosses
I like to classify our clients into three different categories. For those of you who work in-house, you can probably find that one of these categories fits your boss or whoever judges how your efforts are going.
It’s important to recognize the type of client or boss you are dealing with when creating strategies for preparing them for algorithmic shifts.
Two of these types of clients/bosses are good to have. One is not that great, but can be tolerable if handled correctly.I Don’t Care
This client has little to no knowledge of digital marketing, and they don’t want to know about it.
They hired you for a reason, to get their search engine marketing done.
They may look at the reports you give them, but their eyes glaze over if you try to explain them.
These clients can be frustrating when you need some direction from them – as they usually won’t be able to give any.
They can also be prone to a snake-oil sales pitch, so it’s important to make sure they know about the great results you’re providing even if communicating those results can be painful.
But this type of client also allows many SEO professionals to do some great work.
When you work for these clients, your results are up to you. You aren’t encumbered by micro-management or told that the results are not because of your efforts.
For the most part, these are good clients to have.I Know SEO
This client is great because they understand what you are trying to accomplish.
In many cases – especially on enterprise accounts – these clients can steer you through the red tape. They actually help you do your job better.
These clients are not easily bamboozled, so snake-oil salesmen look elsewhere.
They can be frustrating when there are disagreements. They hired you to help them, but often they’ll override your judgment.
This type of client can also be hard to please.
They want results and they know what it takes to get them. They can often cause you to overservice (or, in the case of in-house, put in more hours) in order to make them happy.
Overall, this is a great client to have because they can actually enhance your SEO efforts.I’m Confident & Clueless
We’ve all seen this type of client, or boss.
Question every move you make.
Forward email from SEO spammers, asking why they keep getting emails saying their SEO isn’t up to par.
Follow every “SEO guru” and get distracted by every shiny object.
The best way to handle this type of client is to continually focus on results – celebrating every win, big or small.
Client education is also very important for this type of client.
If done right, they eventually morph into one of the other two types of clients – not always, but often enough.4 Ways to Prepare Clients for Algorithm Updates
As stated earlier, it’s important to understand the type of client or boss you’re dealing with when putting together a plan to prepare for algorithm updates.
Below are four top tactics to prepare clients for an inevitable shift.
Not all of these work for all types of clients, so I’ve specified which types are most likely to respond to each technique.1. Provide Weather Reports
Not only do you need to keep up with what is going on with Google’s algorithms, you need to communicate what’s going on to your client or boss as well.
Even if there is an update that doesn’t affect you, you should mention it to your client in an update.
If you don’t already, I highly recommend reading Barry Schwartz’s Search Engine Roundtable every day as he covers pretty much every major algo update in detail.
Also, it’s a good idea to monitor the SERPs for your main keywords – not just for your own site’s rankings, but for fluctuations of all of the sites. A major algorithm update doesn’t have to happen for your site to be affected.
BEST FOR: I Know SEO / I’m Confident & Clueless2. Celebrate Every Win & Keep Score
SEO is a “what have you done for me lately” game.
Clients and bosses tend to forget all the good things you’ve done when something goes wrong.
Few clients or bosses are going to be your cheerleader. In most cases, you are responsible for publicizing wins.
Celebrate wins early and often. Communicate every win you have.
Don’t skimp on communicating the challenges or setbacks – but don’t let those overshadow your wins.
You may need to remind your boss or your client of how well they have done in the past when the present you receive from an algorithm update puts them in a panic.
Remind them that the best indication of strong future gains are past results.
BEST FOR: All clients3. Be the First to Know
Communicate early and often.
There is nothing worse than having your client or your boss tell you about a traffic or rankings drop. When they beat you to the punch, it looks like you aren’t paying attention – even if you are.
This relates highly to the weather alert recommendation above – if you see something is wrong, you need to tell the client. No exceptions.
If you’re celebrating your wins, keeping score, and communicating what’s going on, you shouldn’t have an issue putting out a five-alarm alert when your site is negatively impacted by something Google has done.
The quicker you get everyone on board with working toward recovery, the better off you are.
By communicating the problem and shifting the blame to Google, you can navigate the rough waters of a decline. If you try to hide the decline, you’re probably going to get fired.
BEST FOR: All clients4. Educate
You need to make sure that your client or boss knows that, eventually, they will probably be negatively affected by an algorithm update.
Let them know that they will also benefit from algorithm shift sometimes.
Teach clients and bosses about how Google works. Tell them about past updates and tell stories about how other clients have been affected by updates of the past.
If you continually educate and talk about what really happens during an update – which is frequently nothing – you’ll have a better client/boss when the updates happen.
BEST FOR: All clients
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Featured Image: Created by author, August 2023
At the beginning of May, Facebook held its yearly F8 conference. This conference is where Facebook discusses the overall future of the platform and unveils its upcoming developments and features to developers, entrepreneurs, and other professionals.
This year, Facebook announced a number of improvements to its Messenger service, as well as new, marketing-focused features.
These changes and additions to the messaging platform are important to examine, particularly with regards to how they’ll impact our existing marketing efforts.
Let’s see what’s coming to Facebook Messenger and how we can begin preparing and strategizing for these changes.1. Messenger Desktop App
This is perhaps the least important update, but still worth mentioning. Facebook is creating a desktop app for Messenger.
The reason I don’t find this change that life-changing for businesses is because you can already use Messenger on a desktop device. Simply log into Facebook and head over to your messages.
However, Facebook did mention that one of the primary functions and goals behind this desktop version of Messenger would be as a collaboration tool.
The desktop Messenger empowers teams to “have video calls, collaborate on projects or multitask while chatting.”
We could begin seeing Messenger used more with teams to share ideas and have weekly meetings.2. Lighter, Faster, Leaner
Facebook is redesigning its Messenger app to be faster and less strenuous on device storage. They’ve labeled the project “LightSpeed,” and the goal is a Messenger app that launches in under 2 seconds and requires only 30MB to install.
To achieve this, they’ve “rebuilt from the ground up on an entirely new code base,” which means we’ll have a Messenger app that is just more optimized for today’s need for fast loading and immediacy.
While this may not have a direct effect on marketing, we could see more people using Messenger with this lighter, faster app. Not only because the speed will be more aligned with what is expected today, especially in the mobile environment, but also because it is 70MB smaller than the old Messenger.
This makes it easier for people with low storage on their devices to find space to house the app. And gives even more reason for businesses to take a look into Messenger bots and funnels.3. Close Friends Groups
One future feature that could be troubling to businesses is close friends groups.
It’s unclear what the official name for this feature will be, but the focus is to help Facebook users have a “dedicated space” to connect and share content with their closest friends and family.
Facebook wants its users to be able to share content with close friends and without the fear that others will see, or that it could be held against them in the future.
Based on early screenshots, it appears that users can create multiple groups. This is another distinction from the “Close Friends” feature of yesterday, where users had only a single list.
In this sense, these groups feel like a much more enhanced group chat with a heavier focus on content, over plain text communication.
It wasn’t made clear if businesses can be included in these groups, or even create their own. I really hope so, especially the latter, because this has a lot of potential as a powerful marketing channel. It would allow a business to communicate with a direct group of specific customers or audience segment.
Another way I see this being really impactful is for businesses with multiple store locations or branches. Groups could be created for each location to allow these individual branches to communicate and share content directly to their local customers.
While this is doable, with location-specific Facebook pages, it would be a much more seamless experience with this group feature. Plus, we wouldn’t have to battle with the lack of organic posts displaying in News Feeds.
Alternatively, B2B marketers could use these groups as a convenient, dedicated space when communicating with all interested parties at a prospective client’s company.4. Better Group Video Viewing
Communal video watching is a growing trend. The evidence is in the success of streaming platforms like Twitch, with 15 million daily active users, and YouTube’s thriving community.
People have a desire to watch movies and engage with the content creator and other viewers. Facebook also has its eyes on enhancing their users’ ability to engage with video content together.
We’ve first seen this manifest itself on Facebook through live streaming.
For Facebook, the logical next step for Watch Party and communal video watching is Messenger. According to Facebook, users will, “be able to seamlessly share a video from the Facebook app on Messenger and invite others to watch together while messaging or on a video chat.”
This will be a really powerful tool, especially combined with the Messenger desktop app. One of the main functions for Messenger on desktop will be group video calls.
The added benefit of being able to collectively watch videos together will be great for internal business decision making, but also marketing.
As of now, you can add six people to a messenger group video chat, but up to an additional 50 people can tune into the chat. While they won’t be able to talk, they’ll be able to absorb the video content with the group and see the conversations taking place.
Essentially, we’ll be able to live stream our desktop or a piece of video content to an intimate audience and share additional insights via chat.
This could be a new type of webinar platform, one consumers would be more comfortable logging into.5. Messenger Lead Ads Templates & Appointment Booking
I’ve saved the best for last. This update has the most immediate marketing potential for businesses.
Here is Facebook’s breakdown of this development:
“We’re making it even easier for businesses to connect with potential customers by adding lead generation templates to Ads Manager. There, businesses can easily create an ad which drives people to a simple Q&A in Messenger to learn more about their customers. And to make it easier to book an appointment with businesses like car dealerships, stylists, or cleaning services, we’ve created an appointment experience so people can book appointments within a Messenger conversation.”
The process is largely automated and Facebook has added more templates and responses to help give the illusion of a real customer service agent.
That said, this feature is not actually a chatbot. So, there could be some issues with open-ended responses or longer user inputs. In these cases, the lead can be passed on to a live, human agent.
The ability to seamlessly move customers from their Facebook feed, to a Messenger chat and book them an appointment really delivers on the omnichannel experience that consumers are increasingly expecting from their favorite brands and businesses.
Facebook is slowly rolling out the appointment booking features to different business types. Stay tuned for your opportunity!Conclusions on the New Facebook Messenger Features
Facebook is putting a lot of focus on privacy here and enhancing connections between “closest friends” versus the entire cyber web.
On the surface, this may feel troubling to businesses and create a sense that they are going to be left out of the most important activities that Facebook and Messenger users are taking part in.
In reality, these features open up new marketing doors and even present some fresh channels with huge potential impact.
Screenshot taken by author, June 2023
Guide visitors through your property by using walking paths. They will more likely go where you want them to go and avoid areas you’d rather they not be.
Have walking paths that allow you easy access to garden sheds and other utility areas.
Walking paths can lead to an outstanding feature or view. You can position a gazebo,an arbor or fountain at the end of a pathway. Try not to have paths that lead to nowhere.
Walking paths add beauty and visual interest to your garden. They tie your garden design elements together.
Use a measuring tape to calculate how much material you will have to purchase to pave your pathway.
Gently curving paths are visually appealing and interesting for the walker to navigate. Straight walking paths are good for very formal gardens. You might also keep the main access path wide and straight while allowing for smaller, curving adjoining pathways.
Use garden hose or some other material to lay out the shape of your pathway before you begin to dig or pave.
Allow 2 to 3 feet (0.91 m) (60 to 90 cm) in width for the average walker. For two people to walk side by side, the pathway width should be 4 to 5 feet (1.2 to 1.5 m) (1.2 to 1.5 m) wide.
Be sure the path is wide enough for a wheelchair or stroller if necessary.
Make certain your garden path can accommodate wheelbarrows, lawnmowers and other garden equipment.
Your walkways can be simple grassy lanes, made of elaborate stone or a combination of many materials.
Landscape pavers come in all shapes, sizes, colors and prices. Visit your local garden or building supply store to explore your choices.
There are many choices for natural stone as well although this material can be expensive. Flagstone is a good choice.
Stepping stones are a good idea if you part of your walking path is going to be on a slope. On a steeper slope, you can stabilize them with cement.
Think about using mulch or pea gravel for your garden walk. These materials are less expensive but also less durable and will need to be reapplied from time to time. Perhaps use these for less used paths and a more substantial product for your main walkway.
Concrete is a very permanent material to consider although it often looks less attractive than other choices. Stamped concrete might be an alternative. Be sure when using this material that you won’t want to change the location or direction of the path in the future.
Bricks and cobblestones can be used for your path. Or consider a combination of materials such as brick and concrete together.
Make sure the material you use for your walk will be safe. Ensure that the pathway doesn’t become slippery after a rain, for example.
Soften your path with attractive border plants and features such as statuary, large stones or bird feeders. The walking path can be a divider between various gardens.
Provide adequate lighting for walkers using the path at night. You can hard-wire your lights or use inexpensive solar lighting. Spotlights can be positioned in trees to add interest and beauty or placed where there are steps for safety. For occasional lighting to use for an evening party, for instance, use luminaries or string small lights along the pathway.
Clear the area where your path will go of plants and debris and consult with your local building supply center as to how to lay stone or concrete. You might think about using a weed barrier fabric before laying paving material.
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