August Benefits News and Posts

Productivity Rising Among Employees Who Work From Home

FROM BUSINESS NEWS DAILY / BY MAX FREEDMAN

In 2021, work-from-home productivity was often higher than in-office rates. Here's how to ensure this holds true for your team.

In 2011, at the dawn of remote work, employees felt more productive in the office than elsewhere, but times have changed.
In 2021, work-from-home productivity was often higher than in-office productivity.
More productive remote work can result from taking and encouraging breaks, facilitating employee interaction, setting a schedule, and tracking time and attendance.
This article is for small business owners, managers and employees looking to make the most of their remote workdays.

As the number of Americans working from home increases, so does the amount of work they’re getting done. This wasn’t quite true of work-from-home productivity a decade ago as telecommuting first emerged, but it’s certainly true now. And given the rapid increase in the number of remote teams amid the COVID-19 pandemic, modern work-from-home productivity statistics are more meaningful than ever.

Data on work-from-home productivity in 2021

A groundbreaking study conducted from May 2020 through March 2021 shows the positive effects of widespread shifts to remote work during the COVID-19 pandemic. This study, which the University of Chicago and the Mexico Autonomous Institute of Technology conducted jointly, found work-from-home productivity superior to in-office productivity. The study comprised 30,000 participants ages 20 to 64 who had annual salaries of at least $20,000 in 2019.

Among the study’s participants, 40% found their work-from-home productivity greater than their in-person productivity. Only 15% of respondents felt the opposite. Participants who fared better working from home found their productivity increased by an average of 7%. Additionally, 60% of participants were more productive at home than expected, with 14% of participants saying the opposite.

The study’s authors used these results to determine the potential impacts on the entire U.S. workforce. They found that up to a 5% national increase in productivity could be possible with increasing rates of remote work.

How work-from-home productivity has changed in 10 years

A 2011 survey from CareerBuilder found that 35% of those telecommuting rather than visiting the office worked eight or more hours a day, up nearly 20% from four years before that.

Rosemary Haefner, vice president of human resources at CareerBuilder, said at the time that the use of smartphones and advanced network technology made access to the office easier than ever, resulting in more companies embracing the work-from-home option and more workers putting in full-time hours from their own homes.

In 2011, telecommuters were split as to whether their time was better spent at home or at the office. In CareerBuilder’s 2011 survey, only 29% of respondents reported getting more work done from home. But as mobile devices and digital communications software have improved, remote workers now feel differently.

While talkative co-workers and the allure of the vending machine can be distractions at the office, those who work from home named household chores as the biggest interruptions in their workday. Television, pets, errands, children and the lure of the internet also made the list.

As the survey revealed that 30% of telecommuters were working from home in their pajamas, Haefner advised keeping a normal routine to improve efficiency.

Key Takeaway

Remote workers in 2021 feel they are more productive than ever, far outpacing their counterparts from 10 years ago.

How to increase work-from-home productivity

Although working from home feels different from working in a traditional office, it’s clear that remote productivity is feasible, if not inevitable. If high remote productivity still feels out of reach, here are some tips to increase it.

Set a schedule and stick to it. Teams that work in person have clear boundaries between work and non-work hours. This boundary is tougher to identify at home. To restore it, determine the daily hours during which you and your team will work. Encourage focusing on work during these hours while minimizing distractions. You’ll always have time later for non-work activities.
Encourage employee interaction. According to a Front Page survey, approximately 70% of remote employees feel disconnected from their teammates. This emotional distance can lead to employees who feel less engaged and motivated, and are less productive as a result. Counter this effect by encouraging employee interaction. That can be as simple as creating channels in your workplace communication platform for discussing non-work interests. It could also mean hosting virtual happy hours every Friday after work, for example.
Take breaks. It’s easy to think that breaks detract from your productivity. After all, how can you be productive when you’re not working? However, breaks can actually increase productivity. That’s because breaks can stimulate your creativity, boost your mental health, and help you form good habits. Encourage your team to take breaks – their productivity depends on it.
Track time and attendance. If you know how long your remote employees typically spend on certain tasks, you’ll get a sense of everyone’s productivity levels from afar. Your employees can do the same by tracking their own productivity levels. Time and attendance tracking software such as Rippling delivers this information through a user-friendly interface that’s easy to implement.

Haefner also advised finding a spot to work with minimal distractions, keeping in regular contact with colleagues to help you focus on the job, and scheduling short breaks to take care of chores, play with pets, or run a brief errand if necessary. She said telecommuters will be less likely to stop work early if they structure the perks of being at home appropriately into their schedules.

Remote team productivity is attainable. It might even be better than your team’s performance in the office. And if it ever starts fading, look back at the above tips and statistics. They’ll give you just the burst of motivation you need.

Todd BellistriJune 20, 2023August Benefits

Why not start off this selling season leading into the holidays on the right foot? One way to do that is to finally give some thinking to smart marketing. We don’t need to be the ones to tell you it’s very competitive out there (but we will), what with tons of start ups and side hustles all over the landscape. By developing a legit marketing program you are giving yourself a true foot up on the competition. So read on, you’ll see that its not as daunting as you think and the upside is well worth it.

FROM FORBES / BY DOMINIQUE HARROCH

In today's digital landscape the right approach to small business marketing combines advanced technology, data-driven insights, and effective digital platforms. Here’s a comprehensive guide to small business marketing to companies navigate the current marketing trends and tools that can drive business success.

Key marketing tools for small businesses

Following is a summary of 11 key marketing tools that small and growing businesses should consider when leveraging owned, earned and paid media:

1. An optimized small business website

A high-performing website is crucial for marketing today. An optimized site increases your page rank on Google and other search engines, and in today's world, fewer than 1% of searches go to the second page of a search. Key elements of an effective small business site include:

Memorable domain name: Choose a name that reflects your business and is easy to recall.
User-friendly design: Ensure your site is visually appealing and intuitive. Sites should have a clear structure, intuitive navigation and information that is easy to access.
Search engine optimization (SEO): Implement SEO best practices to rank higher in search engine results.
Mobile optimization: Since over 55% of global web traffic comes from mobile devices, you’ll want to ensure your site is mobile-friendly.
Valuable content: Regularly update your site with engaging content like blogs and articles that address your audience's interests and needs.
Fast loading times: Optimize page speeds to improve user experience and SEO rankings.
Secure hosting: Use reputable hosting services to protect your site’s data and performance.

Additionally, integrating tools like Google Analytics (now called GA4) and Google Search Console (GSC) can provide valuable insights into your site's performance and user behavior.

2. Paid search engine marketing (SEM)

Paid search engine marketing, in which you pay if a keyword is clicked on that drives traffic to your website, remains a powerful tool for driving targeted traffic. Platforms like Google Ads and Bing Ads allow you to:

Bid on keywords: Use tools like Google keyword planner to select high-value keywords relevant to your business.
Control costs: Set daily and monthly budgets, and adjust bids based on performance.
Analyze performance: Track key metrics to assess and refine your campaigns.

3. Paid listings and display ads

Paid listings on platforms like Yelp, Facebook, and Pinterest can boost visibility. Use Google’s Display Network to target ads based on user interests and behavior. This approach allows you to:

Choose ad formats: Use banners, text ads, or video ads to capture attention.
Track return on investment (ROI): Monitor clicks and conversions to measure effectiveness. Track your costs, record and monitor revenue, and record all expenses. Make sure to measure lead generation numbers, customer acquisition, and sales metrics as valuable insights into your marketing effectiveness.
Testing: By experimenting with different ad copy, targeting options, and formats, businesses can identify what resonates most with their audience, refine their strategies, and ultimately improve click-through rates and conversions. This can include A/B testing, target audience variations, ad copy variations, call-to-action (CTA) testing or visual elements where you test different images or videos to determine which visual elements attract more attention and engagement.

4. Content marketing

Content marketing remains a cornerstone of effective digital strategies. Key tactics include:

Blogging: Regularly post optimized content to drive organic traffic. Nine out of ten marketers use blogs as part of their content strategy.
Guest posting: Publish articles on popular platforms such as Medium and AllBusiness.com to enhance your reach and SEO. Strive to create “evergreen” articles, which are designed to remain relevant and valuable over a long period of time, regardless of current events or trends. Unlike timely articles that focus on current news or trends, evergreen content addresses topics that have enduring interest and utility.
Video content: In 2023, individuals spent an average of 17 hours a week watching videos online. Utilize platforms like YouTube and TikTok to engage your audience.
Content platforms: Leverage content recommendation platforms like Outbrain to expand your content’s reach.

5. Social media marketing

Social media is a powerful tool for engaging with your audience. Focus on platforms such as:

Facebook: Effective for broad audience reach and targeted ads.
Instagram: Ideal for visual content and influencer partnerships.
LinkedIn: Best for B2B marketing and professional networking.
TikTok: Useful for viral video content and younger demographics.

With over 5 billion global social media users and growing, effective social media marketing can significantly enhance your brand’s visibility and engagement. To be effective, you must regularly post interesting content to obtain and keep followers.

6. Influencer marketing

Influencer marketing involves collaborating with individuals who have a significant and engaged following on social media platforms like Facebook, TikTok and Instagram to promote products or services. These influencers, who can range from celebrities to niche content creators, leverage their credibility and relationship with their audience to drive brand awareness and influence purchasing decisions.

The impact of influencer marketing on broader marketing efforts can be profound, as it allows brands to tap into authentic, targeted communities that are often more receptive to recommendations from trusted (or at least known) voices.

This form of marketing can enhance brand credibility, expand reach, and generate higher engagement rates compared to traditional advertising. As consumers increasingly seek personalized and relatable content, influencer marketing has become a powerful tool for connecting with audiences in a meaningful way.

7. Online business directories

It’s important for business owners to list their companies in prominent and reputable business directories. Often these listings are free, but even if you must pay a small fee, it can be worth it.

The benefits include

Exposure to potential clients and customers.
Boosted SEO through backlinks.
Improved online presence and brand awareness.
Increased credibility for your business.
Low-cost or free marketing.

The following is a list of top business directories to consider listing your business:

AllBusiness.com
Better Business Bureau
Facebook Page
Google Business Profile
LinkedIn
Superpages
Bing Places for Business

8. Radio marketing

While less prominent today, radio can still be effective. Many people are in their cars during peak commute hours. To maximize radio advertising:

Targeted placement: Choose stations and time slots that align with your target audience.
Engaging content: Create memorable and concise ads.
Consider your market: Are you a B2C company (business to consumer) or B2B company (business to business)? Is your market local (like a neighborhood restaurant), national (such as selling payroll services), or international (such as selling unique clothing to multiple markets)?

The cost-effectiveness of radio compared to TV makes it a viable option for more localized campaigns.

9. Press releases

Press releases are valuable for announcing significant business updates. Ensure your release is:

Newsworthy: Focus on unique and timely information.
Well-structured: Include a strong headline, key details, and contact information.
Multimedia: Incorporate multimedia elements like images and videos to increase engagement.

10. Email marketing

Email marketing remains effective when executed correctly. Best practices include:

Segmenting: Personalize content based on customer preferences and behavior. Use data to segment your lists and target markets.
Offering engaging content: Provide valuable information, special offers, and updates.
Optimization: Use A/B testing to refine subject lines and content.
Using AI-driven tools: These can help automate and personalize email campaigns, improving engagement rates.

11. Direct mail marketing

Despite the digital age, direct mail still works for certain audiences. To optimize direct mail:

Use targeted lists: Use well-researched mailing lists to improve ROI.
Implement creative designs: Ensure your mail piece stands out and is easy to read.
Track mailings: Monitor responses and effectiveness.

More tips to enhance your marketing campaigns

Here are some additional tips to optimize your marketing campaigns:

Segment: Segment your target market to a specific audience. Segmentation can be done with respect to age, gender, income level, education, geography, purchase stage or brand loyalty, and more.
Business lists: Consider using high quality business lists such as Dun and Bradstreet, Experian Business, ZoomInfo or InfoUSA. These lists can be used in multiple channels as well, maximizing the value of the lists.
Track real time: Track your marketing campaigns in real-time to get immediate insights, make quick adjustments, and understand what is working or not.
Key metrics: Track the key metrics in your campaigns, such as click-through rate, engagement rate, conversion rate, sales, revenue, customer acquisition cost, market share, and churn rate.
Software and AI: Use software and artificial intelligence (AI) tools for social media management, content creation and testing of alternative ads.
Budget: Allocate your budget wisely. Assess the performance of different marketing channels and allocate your budget to the ones that deliver the highest ROI. Continuously review and adjust your spending to focus on the most effective strategies.
Keep current: Stay updated with trends. Keep up with the latest marketing trends and technologies. Experiment with new platforms, tools, or strategies to stay ahead of the competition and reach your audience in innovative ways. Keep up to date with experts by seeking articles from reputable business sources such as AllBusiness.com.
Promote across channels: Share earned media coverage on your website, social media platforms, and email newsletters. For instance, if a major publication writes about your product, feature this article prominently on your homepage or social media profiles.
Showcase social proof: Use earned media as a form of social proof by highlighting positive reviews, testimonials, or features from reputable sources. This can build credibility and trust with potential customers.
Strengthen relationships with media: Build and maintain good relationships with journalists and influencers. This can lead to more favorable coverage in the future and expand your media network.
Repurpose content: Convert mentions and reviews into additional content, such as blog posts, case studies, and infographics. For example, if your company was featured in a popular tech blog, you could create a detailed blog post about the experience and its impact.

Ready to enhance your small business marketing strategy?

Developing a comprehensive and modern small business marketing strategy requires leveraging a mix of traditional and digital techniques. By integrating artificial intelligence tools, optimizing SEO, utilizing effective SEM strategies, and harnessing the power of social media, you can create a dynamic and effective marketing approach. Start by experimenting with different strategies, tracking your results, and refining your approach based on performance data.