Friday, December 16, 2016

20 Productive Things to Do During Your Downtime

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Work and a busy schedule can take a lot out of a person. Thankfully, vacation is a great time to slow down, recharge, spend time seeing your loved ones, and do things you wouldn't normally have time to do.

While it can be tempting to fill your out-of-office schedule with travel and funtivities, there is something to be said about making time to tackle some of the things that have been collecting dust in your mental backlog. Download our complete guide here for more tips on improving your productivity. To help you get ahead for the upcoming year, we've put together a list of 20 ideas for productive things to do during your downtime while on vacation. Once you've picked your favorites, try using one of these awesome to-do list tools to keep yourself on course.

20 Productive Things to Do During Your Downtime

1) Play around with new technology.

There's never a good time to learn how to Snapchat when you've got a billion other things going on, but learning those new technologies is important. For example, Snapchat gets 10 billion video views per day, according to a Bloomberg report. That's more than Facebook.

So why not use your downtime over the holidays to download and play around with some of these new technologies? A few that we recommend include Snapchat, Instagram (read this post for some great Instagram Story tips), messaging apps like Slack and WhatsApp, and photo editing apps to improve your content creation skills.

2) Write thank-you notes.

Take advantage of the opportunity to make someone's day by writing them a meaningful, personal thank-you note. It's a way to distinguish yourself in our increasingly informal, digital world.

Thank-you notes are an easy way to show your appreciation, but there are two roadblocks that cause people to not do it: They don't have thank-you cards or they don't know what to write. Let us help out:

  1. Buy blank or thank-you notes in bulk. It's as easy as searching "thank-you cards" on Amazon and buying your favorite pack. (Don't forget to stock up on stamps, too!) Or, you could go digital using the Postagram app for iPhone: It lets you type up a quick thank-you note to someone, snap a photo, and then they receive an actual, physical card.
  2. Here's a thank-you note template from Hallmark.

3) Schedule all your appointments.

Go see your doctor, your dentist, and your barber or hair stylist. Take your pet to the vet for a check-up. Get the oil changed in your car. Think of all those minor inconveniences you just can't seem to get to when you're on your regular schedule, and check them off the list. (Or at least schedule them for the future.)

4) Make reservations for future plans and trips.

Whether you have a whole trip coming up or even just a dinner, spend some time doing the thoughtful research you may not otherwise have time to do -- and make reservations as far in advance as possible. These things can end up sneaking up on you, so making plans early helps guarantee you won't lose out on some cool opportunities. Not to mention, it'll leave you feeling less stressed out down the line.

5) Get your planner or calendar organized for the new year.

Did you get a new planner or calendar for the upcoming year? The holidays are a perfect time to fill it out with the appointments and trips you've already planned. When you're not spending time on everyday work tasks, you can experiment with new organizational formats such as the bullet journal to make sure you're as productive as possible when you head back to the office.

6) Talk to your friends and family about what you do.

While you should take advantage of the time you have away from work to dial back and focus on other parts of your life, you don't need to remove work from your mind completely. Talking about what you do with the people you love is different from actually doing it. Work is such an important part of our lives and takes up a huge chunk of our waking hours, so sometimes sharing that with family and friends can actually be a bonding exercise.

If your friends and family aren't familiar with what you do or are interested in learning more, now's a great time to fill them in on what you do all day, why you like it (or don't like it), and what you're hoping to do in the future. Who knows, you could pick up some great insights from people who are removed from your day-to-day.

(Inbound marketers, feel free to steal some ideas from "5 Ways to Explain Inbound Marketing to Your Family.")

7) Call your long-distance friends.

You know that list of friends and family members you've been meaning to catch up with, but never seem to find the time? Open your phone, find a comfortable spot to sit, and give them a call with your full attention. Now's the perfect time to connect with people you don't see regularly but want to stay in touch with.

8) Start building a habit.

Some say it takes 21 days to build a habit. Others say it takes a lot longer. But exactly how long it takes doesn't really matter. The point is, you have to put the work in up front if you want a habit to stick. So why not use the holidays to get started?

Whether you want to start flossing every day or writing in a journal before bed each night, take the time during your downtime to start habit-forming and set yourself up for success.

9) Learn a new skill for your job.

Most people have a skill they've always wanted to learn to advance their career, but simply haven't gotten around to.

Ever wanted to learn basic coding? Codecademy's HTML/CSS courses can be finished over the course of a holiday without interrupting family time.

Ever wanted to learn your way around Photoshop? Start by following along with a beginner's tutorial like the one in this blog post. Unsure how to make anything besides a spreadsheet in Microsoft Excel? Experiment with some Excel resources in this blog post. (And if you're a marketer who's not sure where to start, here's a free ebook that analyzes today's most in-demand marketing skills.)

If you really don't have the time to dig into a new skill, you can at least use the time to set yourself up for starting to learn one in the new year. Spend some time browsing conferences or classes you could take and figuring out where you can fit them into your schedule.

10) Learn a new skill not for your job.

Skills that aren't related to your job are usually even more fun to learn. What about learning how to paint art to decorate your home? Taking a new type of workout class? Learning a new language with an app like Duolingo -- perhaps for a country you'll be traveling to this year?

Try to pick something that uses parts of your brain that you don't usually tap into during the workday. It can do wonders for your happiness, creativity, and wellbeing -- and hey, you may even find a new passion or meet people who end up making a huge impact on your life.

11) Catch up on reading.

Here's a classic but essential vacation tip: Catch up on those books or articles you've been wanting to get to so badly. It's really hard to find time to read when you're busy with work, but now that you're on vacation, you can cuddle up with a blanket and a book. If you're looking for suggestions, check out this list of must-read marketing books from TrackMaven.

12) Listen to podcasts.

Podcasts serve as an amazing way to pass the time on planes, trains, and automobiles during the heavy travel season. The key is picking and downloading what you want to listen to before you go on the trip, when you have WiFi. That way, you're not draining your battery and data while on the move.

We recommend a good mix of genres: business, comedy, true crime, etc. Here are two lists of exceptional podcasts we've put together in the past year: "Want to be a Better Social Media Marketer? Listen to These 10 Podcasts" and "10 of the Best Podcasts About Business and Management."

13) Organize your inbox.

There are a lot of ways to organize your inbox. If you use Gmail, my personal favorite is the Klinger method for getting to inbox zero and staying there. If inbox zero isn't your cup of tea, here's a list of 14 of the best tools for organizing your inbox.

Organizing your inbox isn't the same as checking email, though. Don't get sucked in! Organize your inbox, and then log off and enjoy your break. Don't forget to let your colleagues and clients know you'll be out -- Here are some creative out-of-office messages we love.

14) Volunteer.

Serving others has a long list of intangible benefits, like pride, satisfaction, accomplishment, connections with others, strengthening your community, and improving the lives of others. There are health benefits, too: Along with social benefits, a growing body of research shows there's a strong relationship between volunteering and physical health.

Don't have a specific cause in mind? Check out your local library, youth center, animal shelter, homeless shelter, or hospital to see if they're in need of volunteers. VolunteerMatch.org is another great place to find good causes in your local community for a wide variety of time commitments.

15) Find a quiet space to let your mind wander.

When we're deep in our work routines, it can be hard to tear ourselves away from our immediate tasks and goals. But not removing ourselves from these things can mean we miss out on seeing interesting new connections and developing innovations. This is especially true during the busy weeks leading up to the holidays.

Take some time to remove yourself from your day-to-day -- even from your family and friends -- to be alone and reflect. Daydream about being your own customer, or your competitor, or what it's like to be the product you produce. Analyze how you've been spending your time over the past few months and whether you'd like to make changes in the upcoming year.

16) Get exercise in.

I'm not going to get into the benefits of exercise (or we'd be here for a while), but the holiday season is an especially hard time to keep a consistent workout routine. Factors like cooler temperatures, less daylight, busy travel schedules, and food-oriented gatherings can all throw off your schedule. But staying active -- even just a little bit each day -- can be easy and fun. The American Heart Association recommends 40 minutes of aerobic exercise three to four times per week.

Not an athlete? Physical activity doesn't have to be intense. Find an activity like walking, shoveling snow, vacuuming -- heck, even shopping -- that gets the blood flowing. Something is always better than nothing. And when you head back to the office, keep it up -- here are 10 ways to sneak in exercise at work.

17) Set goals for next year.

It's amazing how quickly the New Year can sneak up on you. Set aside some time during the holidays to reflect on the past year and make goals for the new one. Setting goals gives you a baseline for measuring success, and the motivation to stay on course when things get crazy.

Setting goals can be as simple as creating two lists: one of your accomplishments this past year, and one of your goals for the next. To get more specific, you can break larger goals into smaller ones by month. If you want to really dig in to your goals and ground them in reality, try setting SMART goals (Specific, Measurable, Attainable, Realistic, and Time-bound) and make a plan for staying on course.

18) Do any work-related tasks in the morning.

Although it'd be ideal to leave all your real work for when you're back in the office, some people simply get more stressed out when they're disconnected. The thought of missing an important email, or even just returning to an inbox that's bursting at the seams, can be incredibly daunting for some.

If you're one of those people, use the morning hours when everyone else is asleep to get your work-related tasks done. By the time everyone wakes up, you'll have checked off a few key to-dos, and will be able to focus on spending time with family and friends.

19) Watch a documentary.

Holidays are a time for binge-watching all the TV you don't have time for during the work grind, and we won't begrudge you that. But when you're ready for a break, check out a new documentary film. There are documentaries on almost every subject imaginable, and you might learn about a topic or issue that inspires you. Thrillist recommends several here.

20) Prepare meals in advance.

It's typically healthier and more affordable to make your meals than to buy them, but when you're busy with work, it's hard to make time to prepare wholesome meals for yourself and your family. If you're taking a staycation this holiday season, spend some time preparing meals that can be frozen or refrigerated to eat on the go or at the office. Here are some make-ahead breakfast, lunch, and dinner recipes, including vegan and gluten-free choices.

Editor's Note: This post was originally published in December 2015 and has been updated for freshness, accuracy, and comprehensiveness.

What other ideas do you have for using your downtime during the holidays? Share with us in the comments.

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How Snapchat and Periscope Can Grow a Business

Do you want to use Snapchat for business? Wondering how to incorporate your brand into live stories? To explore how to use Periscope and Snapchat for business, I interview John Kapos. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy [...]

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How Slack Became The Fastest Growing Business App of All Time [Infographic]

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The Ministry of Magic in "Harry Potter" used enchanted paper airplanes. The offices of Sterling Cooper in "Mad Men" used secretaries. Today's modern (and nonfiction) offices rely increasingly on messaging apps for inter-office communcation.

One such app is Slack, a real-time messaging app that's currently used by more than 90,000 different companies. Slack skyrocketed in popularity, making it the fastest-growing workplace software application ever.There are many reasons Slack has 500,000 daily active users and counting, including the folks here at HubSpot. At its core, Slack offers direct messaging and chat rooms for individuals and teams, but takes its software further with a one-stop shop for better productivity at work. Slack offers an archive of team- and company-wide communication, as well as integrations with other bots and apps you may already be using -- think Google Drive, Trello, and GrowthBot. Download our complete productivity guide here for more tips on improving your productivity at work.

Check out this infographic from the folks at SurePayroll to read more about how Slack came to be so widely used. Learn more about its features and tricks to help you have a more productive work day.

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Thursday, December 15, 2016

The Ultimate List of Websites Every Blogger Should Bookmark

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All bloggers have a number of websites that they visit every single day. Aside from the obvious ones (like email and Twitter), your favorites might be anything from your blog's publishing calendar, to your online to-do list, to all your favorite social media button generators.

Wouldn't it be great if all of those helpful resources were just a click away? Download our free guide here for tips to become a better writer. 

That's exactly what bookmarks are for. In your web browser, bookmarks are links to specific websites that show up as buttons at the top of your web browser -- making it easy to visit your favorite websites.

How to bookmark websites will depend on the browser you're using. But trust me, it's easy. Here are links to instructions for how to add a bookmark for four popular web browsers:

Now, let's get bookmarking. What are some of the best websites that all bloggers should add to their bookmark bar? Check out 30 of the HubSpot blogging team's favorites below. (And be sure to share your own favorites in the comment section.)

30 Websites Every Blogger Should Bookmark

For Keeping Organized

1) Publishing Calendar

Figuring out when you should publish which blog posts is time-consuming enough, right? Bookmark your publishing calendar so it's only a click away at any given time. You can use it to keep your topics and authors organized, track keyword and call-to-action usage, and make sure all your blog posts are written on time.

(Are you also responsible for running your company's social media accounts? Then you might want to bookmark social media publishing calendar tools as well.)

2) Trello

Trello is a really simple collaboration platform you can use to brainstorm and organize your blog post and project ideas. Bookmark it so you can easily add new blog post ideas as you think of them, manage your own post-writing to-do list, and see what the rest of your team is working on. You can also use it to build an editorial and social media publishing calendar, prioritize different tasks, and organize notes.

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3) Evernote

While you can install Evernote as an app on your computer and any device, you may also want to make the website a bookmark on your web browser. Even more specifically, you can make notes within your Evernote into separate bookmarks: one for your to-do list, one where you store useful snippets of HTML, one where you store inspiring articles or ebooks, and so on.

4) Waterfall Graphs

We use waterfall graphs to keep track of daily progress on our traffic and leads goals on the blog. If you're a HubSpot customer, your marketing software has a built-in waterfall chart template that will generate these graphs for you -- so you might want to bookmark that page in HubSpot. If you're not a HubSpot customer, you can create a waterfall graph yourself in Google Spreadsheets and bookmark that.

For Data Analysis

5) Percent Change Calculator

I can't even begin to tell you how useful this little calculator is when looking for and analyzing data. Ever want to know the percentage change of two values without having to remember the formula? Simply enter the two values into this calculator, and it'll spit out the percentage change.

6) Atlas (by Quartz)

Atlas is Quartz's slickly-designed command center for all its charts. There are all kinds of cool, useful data in there -- everything from Prada's share price over time to the highest CEO-to-worker pay ratios in the U.S. You can download, embed, or grab the data. It's open source so you can create your own versions, too. One of the best ways to build credibility on your blog is to back up your claims with data and evidence, so bookmark resources like Atlas so you can easily search for and grab the data and charts you're looking for.

7) Comprehensive List of Marketing Statistics

Whether you're a blogger who writes about about marketing, or you just need statistics to back up your strategy in a team presentation, it's tricky to find the original source of data within the rabbit hole of the internet. We've put together a massive list of marketing statistics that are up-to-date and categorized for easy reference.

For Blog Ideation

8) Quora

Quora's question-and-answer platform features questions from real people in your audience -- and what better way to appeal to your readers than by answering their questions? Quora also offers an upvoting feature that lets you see how many other users are interested in the answer to a question, which can help you prioritize your response blog posts.

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9) Portent's Content Idea Generator

When you drop a topic into this neat little tool's search bar, it proposes eye-catching, humorous title and topic ideas for you to test out. It also provides reasoning for the proposed titles, and you can make it spit out a new title idea if you're unsatisfied. It might not produce the perfect title for your blog post, but it will get your creative juices flowing if you're wondering what format or style in which to write.

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10) HubSpot's Blog Topic Generator

Our handy free tool produces a week's worth of blog post title ideas when you submit three nouns or keywords you're trying to write about. The tool is particularly helpful because you can generate ideas about specific angles by entering several search terms at once. I submitted "blogging," "tools," and "marketing," and I got back these five interesting title proposals:

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For Writing

11) Style Guide

When you're blogging, posting on social media, and creating other types of marketing content regularly, it's important to have a written style guide to ensure your writing style is consistent across different marketing channels. But it can take a long time to learn all the nuances of your brand's style guide, so have it bookmarked for easy reference while you're writing and editing. (And if you don't have a style guide yet, learn how to create one here.)

12) Keyword Tools

Keyword research comes in handy when you're brainstorming, writing, editing, and creating headlines for your blog posts. That said, keep your favorite keyword tool bookmarked. Here are a few of our favorites:

Want to learn more about how to do keyword research for SEO? Check out this blog post.

13) WordCounter

Although there's no "right answer" for how long a blog post should be, sometimes word count can come in handy. Bookmark WordCounter so you can quickly paste in your content to see how many words you've written.

14) Dictation.io

Let's face it -- if you're a full-time blogger, you might get exhausted by writing sometimes. Don't worry though, it happens to us too. When you need to take a break, try Dictation.io, a dictation tool that translates talk to text. This is a great way to keep the tone of your blog post conversational and to switch things up if you're getting writer's block.

For Editing

15) Pre-Publish Checklist

It can be pretty hard to remember every little thing you should check on a blog post before hitting "Publish." That's why we bookmarked this pre-publish checklist, which is a complete list of everything you should do when editing and proofreading your blog content. It covers everything from ensuring all your sources are properly attributed to double checking all your links work.

16) Hemingway App

Have you ever been in the middle of writing a blog post and realized your writing felt a little ... convoluted? Bookmark the free Hemingway App for moments like these. All you have to do is paste your content into it, and it'll assess your writing and identify opportunities to make it simpler. For example, it'll point out instances of passive voice and hard-to-read sentences.

17) Tone Analyzer

In the same vein as analyzing readability, what about analyzing tone? Sometimes, you might be reading over a blog post and feel like it comes off as a little too negative or a little too excited. Tone Analyzer is a free tool that uses linguistic analysis to detect the tone of a piece -- and then offers helpful tips on how to improve and strengthen the tone.

18) HTML Elements

If you edit a lot of blog posts, chances are you'll be working with HTML on a regular basis. I like to keep this list of HTML elements handy so I can easily make changes to HTML when needed. From there, I can use CTRL + F to jump right to the HTML element I'm looking for.

19) HTML Score

Speaking of HTML, here's another great HTML resource to bookmark. It's a long list of special characters that HTML 4.0 processors should support, like the copyright symbol ©, currency symbols € ¥ ¢, and so on.

Image Credit: HTML Score

20) HTML Cleaner

Source codes can sometimes seem to take on a personality of their own and pull in crazy HTML snippets -- especially if you're copying and pasting from an external file, like Google Docs. If you find yourself having that problem regularly, bookmark a tool like HTML Cleaner so you can quickly remove any superfluous code from your content.

21) & 22) Grammarly & Correctica

Before you can officially say you're done editing a blog post, you should run it through an editing tool like Grammarly or Correctica to triple-check there are no grammatical errors. (Bonus: Grammarly even checks for plagiarism.)

23) Headline Analyzer

You've written and edited your blog post. At this point, the only thing standing between your cursor and the "Publish" button is an eye-catching headline. Once you have a few ideas in mind, head to your bookmark bar and open up the Headline Analyzer, a free tool that scores your headline quality and rates its ability to drive social shares, traffic, and SEO value. It also shows you how it will appear in search results.

24) StockSnap.io

Once you've written your blog post, a great header image captures reader attention on social media. There are numerous stock photo websites featuring free photo downloads that you're free to distribute, and we like StockSnap.io's trending feature that shows you popular photo downloads -- so you can steer clear of them to make your blog posts more unique than other web content.

25) Compressor.io

A photo compressor can help speed up the time it takes to load your web page and make your photos smaller for easy social media sharing. Drop your stock photo of choice into Compressor.io, and it will generate a new, compressed image for you to download and use in your blog post.

For Social Media

26) ClickToTweet

Creating a tweetable link is a lot easier than learning custom code. Bookmark ClickToTweet so you can create basic tweetable links to accompany cool quotes in your blog posts at a moment's notice. (Learn how it works here.)

27) Pinterest's "Pin It" Button Generator

Ever seen those "Pin it" buttons that let you pin an image to your Pinterest board? We use Pinterest's "Pin it" button widget builder all the time to create those buttons for images we post on our blog. Bookmark that page so you can create and place these buttons next to images, infographics, and other visual content on your blog. (And scroll to the bottom of this blog post for instructions on how to build your own.)

28) Social Media Button Cheat Sheet

While we recommend bookmarking some of your favorite social media button widget builders (like the "Pin it" button builder above), you may want to go ahead and bookmark this cheat sheet as a handy reference. It has links to all the widget builders for share and follow buttons for Twitter, Facebook, LinkedIn, Pinterest, and Google+. It also includes step-by-step instructions for how to create them and implement them on your website and blog.

29) BuzzSumo

BuzzSumo shares analytics about how many social media shares a URL has received, so when you're getting ready to publish blog posts on social media, drop links into BuzzSumo to see which types of content perform the best. You can also glean insights about posts from your competitors or previous posts from your blog to see which are most shareable and clickable. Here's an analysis of one of our blog posts about Facebook ads:

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30) Embed Code Generator

Do you create original pieces of visual content (like infographics) and post them on your blog or website? Then you'll want to provide embed codes alongside them so it's easy for your readers to share them on their own blogs. (Plus, it'll help you generate some inbound links because the embedded image will automatically link back to your website.) Bookmark the embed code generator so you can easily create these HTML snippets. (And read this post for instructions on how to use it.)

Here's an example of what an embed code looks like (taken from this blog post):

Share This Image on Your Site

<p><strong>Please include attribution to Blog.HubSpot.com with this graphic.</strong><br /><br /><a href='http://bit.ly/1MdKPgN'><img src='http://bit.ly/1MdKPgS' alt='the productivity diet' width='540px' border='0' /></a></p>

What are your favorite websites to bookmark that help you be a more efficient blogger? Share them with us in the comments.

Editor's Note: This post was originally published in September 2015 and has been updated for freshness, accuracy, and comprehensiveness.

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7-Step Checklist to Refresh Your LinkedIn Profile

Wondering if your LinkedIn profile is up to date? When was the last time you reviewed your LinkedIn information? Reviewing your LinkedIn presence on a regular basis ensures that you add new accomplishments and get rid of irrelevant information. In this article, you’ll discover seven easy ways to get your LinkedIn presence ready for the [...]

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6 Little Ways to Delight Your Customers This Holiday Season

Reward Your Customers.jpgIt is much more cost effective to keep a customer than it is to find a new one. In fact, according to a report by Adobe, returning customers account for up to 40% of a company’s revenue.

Trouble is, a 2016 small business survey revealed that while 72% of small businesses plan to allocate the majority of their marketing budget to customer acquisition, only 28% plan to allocate the majority to customer retention.

To help marketers refocus their retention plans -- especially those in the ecommerce industry -- I've put together six creative ways to keep your loyal customers coming back. Check them out below.

6 Little Ways to Reward Your Customers This Holiday Season

1) Offer a compelling discount.

By a compelling discount, I don’t simply mean “20% off your next order.” Instead, try a discount that will inspire your customer to continue shopping with you.

What does that look like? It depends. And there are a couple things to consider:

  • Focus on the value your product or service provides customers, not just the price you discount it by. In other words, position yourself in a way where buying your product is a complete no-brainer.
  • Choose your words carefully. According to research from Psychology Today, a “Get $ Off” promotion emphasizes achieving a gain, while the "Save $" wording emphasizes avoiding a loss -- and customers recognize that difference.

For example, check out how T-Mobile positioned this holiday deal on the Samsung Gear S2:

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2) Get personal.

Great customer service is about more than just solving your customer’s issue. Try going above and beyond by creating something awesome to remind your customers why they love your business.

For example, you might send out a personalized holiday card or thank you note to their home address. Even though we’re in a digital word, it means a lot to receive something handwritten, and capitalizing on the holiday spirit in this way can build a positive brand association.

Not only do the folks at Buffer engage their audience on social, but they also go out of their way to send handwritten cards, stickers, and t-shirts to their clients:

Their strategy works well because with every exchange, they are encouraging customers to become brand ambassadors.

3) Tap into referrals that reward.

Referrals are a great way to get customers to sell your products for you. It’s a simple evolution of word-of-mouth marketing, as customers usually refer friends or colleagues.

For example, when shopping with The Clymb, you are gently reminded to refer a friend in the website header:

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Notice how it provides a clear call-to-action along with an incentive -- $10 for your loyal customer and $10 for a future one -- encouraging visitors to take action even before they start shopping.

4) Use premium packaging.

Anyone that's spent any amount of time wresting with a roll of wrapping paper and tape dispenser knows the value of a pretty package. In fact, according to a 2015 Dotcom Distribution packaging study, 49% of online shoppers said that branded packaging made them more excited about receiving or opening an item, while 44% admitted that packaging reinforces that a product is worth its cost.

The lesson? First impressions make a huge difference in our fast-paced lives, so by using premium packaging you allow your product to stand out against others. Take Pad & Quill, for example. This tech accessories company packages its iPhone and iPad cases in paper with friendly messages printed on it. It even uses an authentic-looking Roman seal to give a more hand-wrapped feel.

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5) Turn the small print into a feature.

Refund and exchange policies are often part of the small print on your website. During the holiday season, you have an opportunity to make them a feature. After all, these policies are in place to increase trust and promote sales, right? Make them known.

When buying gifts, customers prefer a return policy that ensures that if the recipient doesn’t like it, they can easily return it. If you can offer this, you have a better shot at increasing sales, while keeping your customers happy.

Nordstrom does a great job of displaying all of its holiday shopping, shipping, and return perks right on the homepage, giving potential and existing customers peace of mind during one of the more stressful times of the year:

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6) Create a holiday-inspired video.

Why does everyone love and anticipate the John Lewis holiday advertisements year after year? Because they tell a story that evokes emotion.

Fortunately, you don’t need a million-dollar TV advertising budget to do this, just an idea for a great story. As video is becoming more and more popular, it’s key that you apply it to all areas of your marketing strategy.

Back in 2014, the Lowell Police Department went viral due to its "Christmas Surprise Traffic Stop" video. In the video, police officers asked the folks they pulled over for traffic violations questions about what they wanted for the holidays. Meanwhile, their behind-the-scenes crew quickly purchased the items and drove them to the scene. Watch the magic unfold below -- trust us, it's worth the four minutes:

The holiday season is a time of giving, so be creative with how you can implement goodwill into your marketing campaign.

Wrapping Up

Offering compelling discounts with creative call-to-actions will inspire your customers to buy, but great customer service is why they return.

Remember to focus on the value that you are bringing your customer, not just how low you can get your prices.

How are you creating the holiday cheer with your marketing this year? Share your ideas with us in the comments below.

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4 Common Mistakes That Lead to Bad Hires (And How to Avoid Them)

Hiring the wrong person costs your agency more than you might think.

According to Jörgen Sundberg, founder of Undercover Recruiter, a bad hire can end up costing your business around $840,000. That's not a number to take lightly.

Sundberg's team based their calculations on the cost of a second-level manager who makes $62,000 a year and is terminated after two and a half years. They considered the cost of hiring, onboarding, and retaining the employee, as well as the overall revenue loss associated with mistakes, failures, and missed business opportunities caused during the employee's doomed tenure.

If you work at a small agency, losing that amount of money over a single bad hire can cause unthinkable damage to your bottom line. There's simply no room for hiring mistakes.

To ensure your next hiring decision isn't a major pitfall for your business, we've compiled a list of common reasons behind poor hiring choices. Avoid these at all costs to make sure your next new hire succeeds. 

4 Common Mistakes That Lead to Bad Hires

1) You fall victim to "The halo effect."

Imagine you're a hiring manager conducting interviews for an account manager position. After a long day of mediocre and disappointing candidates, your next interviewee turns out to be eloquent, positive, and friendly -- a welcome combination of traits that impress you immediately. On top of his enjoyable presence, he has a pretty solid resume. You hire him right away.

A few months after he's been onboarded, you hear word from his manager that his performance has been disappointing so far, and he shows no signs of improvement. So what went wrong? How could the candidate who impressed you so much in the interview turn out to be a total dud?

This is a perfect example of the halo effect: a type of cognitive bias that occurs when we overlook obvious faults when someone impresses us in one particular area. In this case, you were impressed by the candidate's sociable demeanor, and assumed he'd be equally impressive in other areas. His resume might not have been stellar, but since you were already sold on his sociability, you didn't even notice you were overlooking potential issues.

Beating the halo effect starts with being aware of its impact, and developing a straightforward hiring system to offset its effect. Melvin Sorcher and James Brant -- partners with Sorcher Associates, a management consulting firm -- recommend putting an evaluation process in place which requires candidates to be assessed by a group of people from different levels and areas of the company.

"The process enables the group to probe a wide range of leadership criteria and obtain balanced and complete information," Sorcher and Brant wrote in Harvard Business Review. When a candidate is reviewed by a wide range of people, it exposes them to varying sets of opinions and biases, minimizing the potential impact the halo effect can have on the hiring decision.

2) You don't know what the position really requires.

Most job requirements come in list format: a neat index of basic skills, recommended experience, and personal traits that somehow combine to describe the ideal person for the job.

Unfortunately, succeeding in most roles requires more than a laundry list of vague qualities -- particularly in the fast-paced, ever-evolving agency landscape. Hiring managers seeking candidates for a new position should set aside time before the interviews to dig a little deeper and discover "the pivot" -- the elusive set of qualities that tips the scale towards one candidate over another.

"The pivot" is a term coined by Ram Charan, a business advisor and author of Boards That Lead. As Charan describes it, the pivot is "a strand of two or three capabilities that are tightly interwoven and required for the new leader to succeed." In other words, the pivot is what separates someone who will be an average performer in the role from someone who will truly flourish and exceed your biggest expectations.

For example, when hiring a new business development manager, the pivot might be a background in economics, an adaptive nature, and a unique ability to remain calm and collected in stressful situations.

"Directors who choose the right CEOs do a lot of work before arriving at the pivot," Charan writes. "They take the time to fully understand the company's current challenges and how the external context is changing. They read analyst reports, talk to insiders, and consult outside experts to expand their thinking."

Although Charan uses "the pivot" as a way to help companies hire CEOs and other major leadership positions, it's useful for all hiring managers to think about what specific abilities really put a candidate over the edge.

3) You focus too heavily on technical skills and not enough on intangibles.

Technical skills are important -- don't get me wrong -- but they hardly ever make up for larger issues with an employee's disposition, attitude, and work ethic. Hiring an employee primarily on the merit of their technical skills could cause you to overlook other major red flags -- and might lead to a wasted investment in an unfit employee.

According to a study conducted by Leadership IQ -- a leadership training and development company -- new employees rarely fail due to issues with their job competence or technical skills. In fact, of the new hires that were terminated within 18 months of being hired, only 11% failed due to technical shortcomings.

So what were the top reasons new hires didn't succeed in their new roles? Issues taking feedback, inadequate emotional intelligence, and a lack of motivation caused more employees to fail than gaps in technical job competency.

Check out the full breakdown of the survey below:


Image Credit: Leadership IQ

"The typical job interview process fixates on ensuring that new hires are technically competent," explained Mark Murphy, CEO of Leadership IQ, on their company blog. "But coachability, emotional intelligence, motivation and temperament are much more predictive of a new hire's success or failure. Do technical skills really matter if the employee isn't open to improving, alienates their coworkers, lacks emotional intelligence and has the wrong personality for the job?"

It's easy to get blinded by an employee's impressive technical skill set, but hiring managers need to look beyond the resume and make sure candidates have the right attitude, disposition, and mindset for the role as well.

4) You treat every open position like an emergency hire.

Sometimes it's necessary to get someone hired and onboarded as quickly as possible for the overall stability of the agency -- but most of the time, you can afford to take enough time with the hiring process to find someone who will bring the right energy to the role.

In periods of rapid growth, agencies often feel the need to acquire talent expeditiously, without much thought to the hiring framework or time line. With this attitude, it's easy for unfit hires to slip through the cracks when they wouldn't have otherwise been considered.

Linda Brenner, a coauthor of Talent Valuation and the CEO of Talent Growth Advisors, emphasizes the importance of prioritizing hiring for open roles according to long-term business needs.

"Start by identifying which roles are most essential to delivering on future growth commitments -- not just to continuing your operations right now," Brenner writes in Fast Company. "Finding and hiring top talent in those areas is most essential."

Once you've identified which roles to prioritize, develop a hiring time line that allows your team adequate time to select ideal candidates. If you start hiring now for roles that will be essential in the coming months or years, you'll be able to conduct a more thorough process that yields better candidates.

How does you agency approach hiring top talent? Let us know in the comments.

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