6 Phrases to Demonstrate Active Listening -- at Work, or Elsewhere

A few weeks ago, I had an alarming revelation: I'm a crappy listener.

That came to light when someone important to me pointed out that I don't seem to have any interest in what he does for work. “Your eyes just glaze over whenever I talk about my job,” he told me.

I couldn't deny that. And it wasn't limited to him -- whenever someone spoke to me about something that I found less than fascinating, I had a tendency to tune it out. In reality, I could learn to appreciate my friend's line of work, for example, if I learned to listen actively.

It's an imperative skill -- at work, and in your personal life. After all, if you’re never paying attention to what your boss, your significant other, or your kids are saying to you, how are they supposed to take you seriously? How can you expect them to come to you for advice, or with important information? When you don’t listen, you set the precedent that you can’t be trusted to absorb what matters to other people. 

That’s why it’s imperative to learn how to listen actively. It’s one thing to sit and make eye contact with the person speaking to you. But are you really absorbing what they’re saying? And moreover, are you responding in a way that communicates that you’re actually listening -- and that you have something worthwhile to say in return? 

There are a few key phrases out there to demonstrate that you’re listening actively. And it’s true -- you’re not going to care about every conversation that someone initiates with you. But even if the topic isn’t important to you, the person sharing it might be. Read on to learn how to pay better attention, and how to show that you’re doing so.

How We Listen

The Process

To listen, according to Merriam-Webster, is “to hear what someone has said and understand that it is serious, important, or true.”

It’s that second part of the definition that stands out to me -- especially when it comes to active listening. It’s the genuine absorption of what someone is saying to us that reinforces and communicates how seriously we’re taking it, or appreciate its importance.

Of course, there are many reasons to listen. It helps us to satisfy different physiological goals. We listen to alter our moods, stay alert, and figure stuff out -- in humans, that’s been the case for pretty much as long as we’ve existed. The process starts when we receive auditory stimuli. Then, our brains have to interpret that stimulus. That's enhanced by other senses -- like sight -- which help us better interpret what we're hearing. That’s important. When someone is sharing information with us, our non-verbal reaction also communicates to that person how actively we’re listening.

Once we receive and interpret auditory signals, we follow a series of steps that consist of recalling, evaluating, and responding to the information we consume:

Source: Matthew Edward Dyson

All three of those steps are imperative to active listening. Numerous studies have discovered how listening triggers a widespread network of activity throughout the entire brain -- and it’s why auditory stimuli is often strongly linked to memory.

When We Don't Listen

Of course, we have to be paying attention in order to be able to recall, evaluate, and respond to what someone tells us. And even if we are, how we respond can send a variety of signals back to our conversational counterpart. Statements like, “I see,” or, “Cool,” for example, aren’t exactly active phrases. Rather, they exhibit a state of passive listening that communicates we hear the person, but probably don’t care.

And that’s not how anyone -- let alone important people in your life, like your family or your boss -- wants to be treated. Even if your significant other is telling you about his day, responding with something like, “Mm-hmm” doesn’t exactly send the message that you have great concern for what’s being said.

And even then, our intentions might be good. According to a coaching presentation created by Viorica Milea, there are many non-malicious explanations behind why we don’t listen. These are things like distractions, which abound in today’s device-centric world, and our tendency to start thinking ahead while the person is still talking -- what Milea calls "judging," which happens when we've preemptively "made assumptions" about what the person is going to say.

The Mutual Benefit of Active Listening

That’s why active listening is good for both parties in a conversation. It benefits the person speaking by helping to insure that she’s actually being heard. But it also benefits the listener -- learning to put distractions and preemptive judgments (well-intended or not) aside will not only prevent you from missing important details, but also, can help teach you how to tune out unnecessary interruptions while focusing on other important tasks.

Practicing the incorporation of these phrases into conversations is a great way to get started. When someone is speaking to you, keep these in mind -- if you feel your attention start to drift, or a notification appears on your phone, or you begin thinking ahead, come back to your mental inventory of these phrases to demonstrate and execute active listening.

6 Phrases to Demonstrate Active Listening

1) “Do you mean … ?”

Why

Sometimes, it seems like life is one long game of Telephone. Even if we interpreted something one way, the person who said it may have meant it completely differently.

That’s why it’s important to make sure you’re getting the full story from the person you’re listening to, and understanding it correctly. By asking for clarification, you’re not only encouraging more details from someone who might be timid about bringing something up, but also, you’re making sure you actually heard a statement as it was intended.

Alternatives

• “I’m not sure I understand.”
• “Could you tell me a bit more about that?”

2) “It sounds like … ”

Why

This phrase is another one that helps to provide clarification by demonstrating your empathy. But be careful with this one, and make sure you’re not telling your counterpart how she feels, but rather, phrasing it as an expression of how you interpret her emotions.

I have a tough time admitting when I’m upset about something, especially in a professional setting. But my manager happens to excel at active listening, and is very good at reading what I’m not saying in a conversation -- and responding in kind. When I was disappointed about the outcome of a project, for example, I didn’t exactly say so, but she said, “It sounds like you’re feeling a little defeated.” I was, and having her say that to me out loud helped me take a proactive approach to the project moving forward.

Alternatives

• “What I’m hearing is … "
• “You seem a bit … ”

3) “Really?”

Why

This phrase is one that Milea helps to demonstrate encouragement during a conversation. It reminds the person speaking that you’re paying attention by encouraging them to elaborate on something they’ve said to you.

Alternatives

• “When?”
• “How?”
• “You’re kidding.”

4) “I’ve noticed that … ”

Why

Here’s another term that shows how much attention you’re paying. By pointing out your observations about someone’s behavior or tendencies while she’s speaking, you’re not only fully absorbing her words -- you’re also taking the non-verbal communication into consideration.

Instructors at the University of Central Florida use the example of, “I’ve just been noticing that when you talk about your conclusions, you smile. That makes me think you’re comfortable with the direction.” Making sure you know what someone means isn’t limited to the spoken word -- you want to clarify what nonverbal behavior could indicate, too.

5) “Let me make sure I’ve got this right.”

Why

Another method of active listening is checking in with your counterpart to summarize what you’ve heard them say thus far. By repeating back something to the person you’re listening to, you’re not only demonstrating that you’ve been paying attention, but also, you’re further ensuring that you understand what the person actually means, and that you heard her correctly.

Alternatives

• “These are the main points I’ve heard you make so far.”
• “Let’s make sure I’m hearing you correctly.”
• “Let’s pause to make sure we’re on the same page.”

6) “I’m sorry. That really sucks.”

Why

I joke about this one with my colleagues a lot. It goes back to the big idea of empathy and those occasions when, for just a moment, you want to have a pity party, rather than receiving proactive advice. Of course, you’re ready for that advice eventually, but not right away.

That’s why, when someone is sharing his frustrations with you, one of the most impactful things you can do is verbally acknowledge how crummy the situation is. Rather than invalidating the person’s emotions by immediately launching into suggestions for what she should do, you’re pausing to provide empathy, and to allow the person to work through what’s bothering him.

Alternatives

• “I’m sorry you’re going through that.”
• “What a crappy situation to be in. I’m sorry.”
• “That’s rough. How can I help?”

Listen Carefully

We get it. You’ve got enough on your plate. There’s always a deadline, and there’s always somewhere you need to be. It can be hard to genuinely pay attention, especially when you’ve got a long to-do list that’s occupying your mental energy.

But as we’ve mentioned, active listening doesn’t just benefit your conversational counterpart -- you also stand to gain from it. From making sure you don’t miss important details, to exercising focus for any important task, putting these phrases into practice can help you become a proactive, empathetic listener.

What are your go-to phrases to demonstrate active listening? Let us know in the comments.

 

http://bit.ly/2oR7kTy

How to Build a Productive Company Culture

Every company has a culture, much like every individual has a personality.

And like a personality, a company’s culture can develop organically over time. Or, it can be purposefully molded, shaped using specific values and practices to achieve a particular goal, like productivity.

This article is about the latter. It's about creating a culture that's productive by design.

Fostering a Productive Company Culture

Culture consists of set values and practices that are shared by a group of people. A club, for instance, or a company or a country.

Values are the concepts that dictate our sense of right and wrong.

Practices are the specific actions we take to reinforce our values.

For example, an honest person:

1. Values integrity
2. Practices leaving a note after damaging a stranger’s car with a shopping cart

Now that you know the building blocks of culture (and personality, for that matter), here's a crash course in the values and practices proven to foster productivity at work:

1) Value: Health

People ignore their health because being unhealthy is so much easier and cheaper, so much more fun. But that’s the wrong way. We all know it is.

And while employers can't force their people to live better, healthier lives, it’s certainly in their best interest to make it easier for them. Because, as you’re about to find out, health is the bedrock of productivity:

Practice: Sleep

At 9:00 AM, Freddie walked into his office clutching a cup of black coffee. He’s been up for about six hours.

At his desk, he took off his backpack, unzipped the main compartment and removed his laptop, setting it down gently next to a framed photo of his newborn daughter, Sofia.

He smiled at the picture and thought, She’s worth every waking moment.

TRY: Office Nap Rooms

Harvard researchers say that sleep deprivation causes creativity lapses, memory loss, and job burnout, which costs employers $63 billion a year in lost productivity. To put that into perspective, each tired worker zones out for almost 8 cumulative workdays a year.

A nap room is a designated, comfortable space employees can use to recharge. It’s a place to go if you’ve had a restless night, for any number of reasons.

HubSpot’s CEO, Brian Halligan, told The New York Times that his best ideas come to him either right before or after a nap. “I’m trying to encourage more people to have naps,” explained Brian, “because, hopefully, more people will have these brilliant ideas.” It may be unorthodox, but Brian’s pro-napping philosophy is backed by research proving that even quick “power” naps will boost memory, creativity, and energy levels.

Practice: Nutrition

“Hey Eddie,” said Marvie, my colleague. “You okay? Have a headache?”

I picked my head up off my desk and cracked a smile. “No,” I said. “Had a burrito.”

TRY: Healthy Office Kitchens

I have a problem. It’s called eating-Chipotle-at-noon-on-a-workday.

I love Chipotle. I love the way it smells when I walk in, and the anticipation that washes over me in line. I love the way it tastes when I finally bite into it, and the “full feeling” I get after I consume an entire burrito and Coke and chips and guac …

But my brain hates it -- and here’s why: My body digests Chipotle burritos very slowly. In fact, my digestive system works so hard to process all the carbs and fat that the flow of oxygen to my brain becomes stifled. Grogginess sets in. I become unproductive. Of course, I’m not alone. Most people react this way after eating a lot.

Thing is, we all know that a heavy work lunch is a bad idea. We just don’t care. By noon, we’re too hungry and drained to make the right decision, so we go with what’s easiest, or most tempting. Employers that stock their office kitchens with light, healthy options are making it easier for their people to graze throughout the day. Grazing keeps employees’ blood sugar stable, which helps them make good choices come lunch time. Choices that will support healthy bodies as well as productive, healthy minds.

Think of it this way: Eating healthy isn’t about resisting temptation. It’s about making the decision to eat healthy as easy and simple as possible.

Practice: Exercise

Kim and Sarah stepped out for lunch before their 1:00 PM conference call. The two women have worked together for years.

“How much do you pay for your gym membership?” asked Kim, making conversation.

“Oh, man … ” Sarah said, “almost $60 a month.”

“That much?”

“Yeah,” said Sarah. “Work pays for half of it, but I still don’t go. Hard to find the energy, you know?”

TRY: Office Exercise Competitions

Recently, a team of British researchers launched an app designed to collect data on human happiness. Here’s how it works: Once a day, users receive a home screen notification asking them 1) what they're doing and 2) how happy they are doing it.

They found that sex makes people the happiest, but exercise is a close second. Exercise also increases energy levels in the short-term while slowing brain degeneration over the long-term. These benefits, however, don't make it any easier to start an exercise routine. The more sedentary you are, the more uncomfortable it can be to get moving.

That said, few things compel action like peer pressure: After studying elite rowers at Oxford University, researchers concluded that exercising with others releases brain chemicals that suppress pain and induce happiness. Therefore, companies that organize team exercise competitions are making it easier for people to take that first step, which is significant because happy people make productive employees.

2) Value: Autonomy

An autonomous employee is empowered to make decisions on behalf of her or his organization. They’re also held accountable for those decisions, which seems intimidating and stressful but, in fact, has been proven to increase job satisfaction and, in turn, productivity.

Furthermore, empowered workers are generally more satisfied at the end of a long day. They’re also less likely to quit, largely because they have a sense of ownership over their work and time, brought on by:

Practice: Flexibility

“Is he asleep?”

“Yeah, out like a light.”

“I’m so sorry, Matt,” said Yona. “I should've been there to pick him up when I said I would.”

“It’s okay, Yona. I understand. Nate’s school understands. Work’s work. What can we do?”

The electric teapot clicked off. Yona stood up to pour herself a cup of tea, adding honey and a lemon wedge for her sore throat. Then she sat back down and let the teabag steep.

“I’m exhausted,” she said.

“I know,” said Matt. “I am, too.”

TRY: Flextime

A flextime policy gives employees more freedom over when and where they work. It throws out the convention that workers must abide by a uniform schedule, which people appreciate. People value the work-life balance flextime provides, the control it gives them back over their time.

Flextime empowers professionals to focus less on time and more on deliverables, on quality. It also helps parents be parents, and caretakers be caretakers. Forcing people to choose between work and family is wrong because it’s unfair. The fact that technology makes it largely unnecessary adds bite, too.

Practice: Generosity

Genevieve was too eager to wait for the elevator. She took the stairs.

She
made
her way
down the
steps quickly.
Two flights and
a walk-down-the-hallway later, she was where she was going: Her manager’s office.

The door was open. She walked in with a smile and told her boss the good news:

“Dan proposed yesterday!” she said. She was flushed. She asked for a week off next month. Dan had asked her to take a trip together. “Something to celebrate, I guess,” explained Genevieve.

“Vievie,” said her manager, “I'm so, so happy for you. I am. But I don't know if I can sign off on this.” Genevieve pursed her lips. Her eyes shot down to her toes. “You're already a couple days in the hole from that last vacation you took eight months ago.”

“I know, I am,” said Genevieve, “and I hate to ask, but I just had no idea,” she smiled a genuine smile.

“I’m sorry,” said her manager. “I am.”

TRY: Unlimited PTO

In 2015, the CEO of Mammoth, a HR company, decided to give his employees unlimited vacation time. A year later, nothing really changed: His employees took roughly the same number of vacation days under the unlimited policy as they did the year before.

Interestingly, even though people hardly took advantage of the generous policy, they still cited it as one of their most valued benefits. Why? To understand, consider the message an unlimited vacation policy sends to employees:

• You’re independent: “We hired you to do a job. How you get it done is up to you.”

• You’re trusted: “We’re confident you’ll make the responsible choice for the company, and yourself.”

• You’re an individual: “We respect that your situation is unique.”

Being employed under these terms is empowering. Empowerment, then, breeds productivity.

Practice: Accountability

Oliver works from home three or four days a week. He wakes up around 9:00 AM, just as his wife is arriving at her own job in a corporate office complex 45 minutes away.

Most days, he hops out of bed refreshed. He puts on a pair of sweatpants and a Henley shirt. He brushes his teeth. He fries a couple eggs. He eats. No rush. Eventually, he sits down at his desk, muttering the same two words damn near every day, his entree into work: “What now?”

TRY: Short-term goals.

While flexible schedules and generous time-off packages give people space, goals keeps people grounded and focused, accountable for their time and performance. Goals let employees know what the business expects of them, and when it’s due.

Short-term goals, specifically, are effective time-management devices because they can be refreshed every day, even every hour. Knowing exactly what’s in the work queue each morning is a comforting feeling. Plus, taking the first step is easier when you know what the second will be, not to mention the third and fourth and so on.

3) Value: Tact

Tactful people get along. They’re well-liked because they’re generally considerate and respectful. Their emotional intelligence drives healthy collaboration, which is productive on it’s face.

Organizations that value and reinforce tact are enabling employees to get more done in less time.

Practice: Respecting Inertia

John was staring again.

Not at anything in particular, just at an arbitrary spot on his desk. It had no significance, really. It just happened to be where his gaze landed as fell deeper into thought, on the brink of an idea … something valuable … something that would change the way …

“Hey, John?” said a voice.

Concentrate, John thought, still fixated on the spot. Don't lose this.

“Hey John, so-listen-to-this …”

Fffff … it’s gone. “Yeah,” said John, deflated. “What is it?”

TRY: The “Headphones” Rule

Inertia is a terrible thing to waste because starting something, especially at work, is so difficult. But it still happens all the time, especially at work. In offices, particularly those with open layouts, sudden interruptions force professionals to repeatedly start over, losing their focus and, more painfully, their ideas in the process.

Researchers at the University of California, Irvine, who studied office workers, say it can take more than 23 minutes for an employee to get back on track after being interrupted. That amounts to more than 28 billion wasted hours every year. The cost? More than a $1 trillion.

The “Headphones” Rule is a small action that can help change this behavior. It’s rooted in a simple gesture: If a colleague has headphones on, don’t interrupt them. Instead, send them an email or a meeting invite.

You can be sure that, unless it’s an emergency, they’ll appreciate it.

Practice: Respecting Time

The conference room was quiet. Nobody wanted to start.

“Does anyone want to start?” asked Sam. Earlier that day, she had called the meeting to discuss next steps for the new eBook idea she’d proposed in the last team meeting. Her Outlook invite was brief and to the point:

Team, it started, this meeting is to discuss next steps for the new ebook idea I proposed in our last meeting.

“In that case, I guess I’ll start,” Sam said, awkwardly. “Though I’ll admit I really just wanted to spitball ideas here. Brainstorm, I guess … ”

TRY: The “Meeting” Rule

It’s estimated that unnecessary or unorganized meetings cost U.S. businesses $37 billion a year.

In fact, you’re going to waste 31 hours in meetings this month. That’s 31 hours you could be putting towards getting shit done, towards being productive. Instead, you’ll be forced to make up that company time, probably by digging into your own.

The “Meeting” Rule curtails the impact by attaching several minimum requirements to each invite. Specifically, every meeting must:

• Start with a general goal (e.g., Generate 10 article topics for the blog.)
  

• Follow a timed agenda (e.g., Mike’s Ideas: 11:00 - 11:10 | Rob’s Ideas: 11:10 - 11:20 | Cindy’s Ideas: 11:20 - 11:30, etc.)

• End with specific actions: (e.g., Pick two topics for a next-Wednesday delivery.)

Adding these requirements to every invite will give attendees an opportunity to prepare beforehand. These minimums will also continually refocus people during the meetings, keeping them on-time and on-subject, productive.

Practice: Respecting Opinions

The family sat down to eat dinner:

“We got a call from school today,” said Mom. “She said you called someone’s finger painting ‘stupid’?”

“So?” said the kid. Mom looked at Dad.

“Son,” said Dad. “Rule #1 in life: Be nice to people.”

TRY: The “Triple-R” Rule

If you’re not nice to people, nobody will like you.

That’s why being respectful, especially at work, is so essential to productivity. The more tolerant you are, the easier it’ll be for others to appreciate your presence and consider your feedback. The easier it’ll be to form healthy collaborations.

The “Triple-R” Rule calls for employees to willingly be receptive, respectful, and reflective when confronted with a new idea, methodology, or concept. Here’s a quick breakdown:

1. Being receptive demands actively listening to people. You know, making eye contact, leaning in, and not interrupting when a colleague is speaking.

2. Being respectful demands empathy. Recognize that your colleague has a different perspective, one that's shaped by unique experiences.

3. Being reflective demands deep thought. Before rejecting your colleague’s opinion, give yourself some time to think about it acutely, alone, without bias.

This can be hard. In your personal life, it may even be impossible. But at work, remember: You want to be easy to talk to. You want to be easy to work with. It’s really good for business.

What now?

That’s up to you.

http://bit.ly/2oXKzdA

How to Use Facebook Live 360 Video for Marketing

Are you live-streaming on Facebook? Want to make your Facebook Live videos more engaging? Facebook Live 360 video gives you an easy, fun way to capture your audience’s attention and raise engagement levels. In this article, you’ll discover how to use live 360 video on Facebook to enhance your marketing. What Is Facebook Live 360? [...]

This post How to Use Facebook Live 360 Video for Marketing first appeared on .
- Your Guide to the Social Media Jungle

April 10, 2017 at 12:00PM http://bit.ly/2oWDs84
read more...
from http://bit.ly/2oWUfYs
via IFTTT

What Color Should Your Logo Be? How to Pick the Perfect Color [Infographic]

Color has a major impact on how we perceive the world around us. 

Research has shown that the psychology of color can not only influence the way food tastes, the way some medicines perform, and the way we feel -- it can also play a massive role in our brand preferences and buying habits.  

But selecting the right colors for your company logo (or a client's logo) can be tricky. You want the color scheme to attract your company's target consumers and elicit positive emotions, but your own personal color preferences can easily get in the way. 

Just because blue is your absolute favorite color, it doesn't mean your target persona feels the same way. You need to put yourself firmly in their shoes to find a color scheme that reflects their preferences, habits, and interests. 

How to Pick the Perfect Color for Your Logo

This quirky flowchart from the folks at 99designs can help you select the perfect colors for your next logo design project. Just imagine your brand is a person, and answer the questions below. The flowchart will lead you to a color combo that suits your brand's personality and reflects the image you want to project to consumers. 

Image Credit: 99designs

What colors are your favorite brand's logos? Let us know in the comments.

http://bit.ly/2ohxBsv

Facebook Tests Live Split-screen Broadcasts: This Week in Social Media

Welcome to our weekly edition of what’s hot in social media news. To help you stay up to date with social media, here are some of the news items that caught our attention. What’s New This Week Facebook Tests Native Split-screen, Two-person Live Broadcasts: This week, Social Media Examiner staff reported that Facebook appears to [...]

This post Facebook Tests Live Split-screen Broadcasts: This Week in Social Media first appeared on .
- Your Guide to the Social Media Jungle

April 08, 2017 at 12:00PM http://bit.ly/2nprIuG
read more...
from http://bit.ly/2npl2MX
via IFTTT

What is Bounce Rate? (And How Can I Fix Mine?)

Outside of the marketing context, the word "bounce" is actually kind of fun. It reminds us of childhood hours passed in an inflated bounce house, of a basketball game, or maybe even a game of jacks.

But when it comes to your website's analytics, it's part of a metric that can be really confusing when you first stumble upon it: The bounce rate.

A lot of questions pop into your head. Is a bounce rate close to 100% good, or bad? Is it at all like a bounced email? Is it a fluffy metric that I should ignore? And if I want to fix it, what should I do? 

Luckily, you're not alone. Many marketers have asked those questions and might not have found a solid answer yet. We're here to shed some light on the elusive bounce rate. We've put together a quick overview of what constitutes a bounce rate -- and what doesn't -- and help you find some ways to fix it.

What is Bounce Rate?

To answer what is perhaps the most important of these questions: No, your website bounce rate is not the same as your email bounce rate. Your website's bounce rate is the percentage of people who land on a page on your website, then leave. They don't click on anything else. They just get to one of your pages, hang out for a bit, then leave.

Keep in mind that bounce rate is different than an exit rate. Bounce rates only measure "one-and-done" visits -- the ones in which people arrive and leave your website without navigating away from a single page. Here's what they look like in your HubSpot Web Analytics Dashboard, for example:

Exit rates, on the other hand, are a little more complicated. They include the percentage of people who leave your website from a certain page -- but, that's not necessarily the only page they've visited on your website. The page from which they exited could be the last in a long sequence of page visits. That's why the exit rate isn't always as troubling as bounce rates.

Comparing Bounce Rates and Exit Rates

Let's say you were comparing bounce rates and exit rates for a thank-you page. A high bounce rate on that page would be kind of alarming, because that means people are only viewing that page alone, then clicking away. Even worse, they didn't fill out a form to get to it, which means you're losing out on conversions.

But a high exit rate, on the other hand, wouldn't be cause for concern. It would mean that this page was the last in a chain of visits -- people exiting from that page probably arrived from its preceding landing page, downloaded the offer on the thank-you page, and left to go make use of the content they just downloaded.

Keep in mind that this scenario is hypothetical, and these takeaways can differ based on other page metrics -- but it serves as a simple illustration of the difference between bounce and exit rates.

How to Reduce High Bounce Rates

Now you know what a bounce rate is. But what can you actually do about it?

In general, high bounce rates might indicate that the page is irrelevant or confusing to site visitors. But don't jump into drastic actions like deleting a page or undertaking a redesign right away. There are some important steps you need to take before you figure out which action to take.

Remember: Bounce rates really only tell you that someone landed on a web page and left it without visiting any other page on your website. It doesn't tell you how someone interacted with your page. That's why it's important, says HubSpot's Principal Product Marketing Manager Jeffrey Vocell, to take "practical steps" to examine other metrics and pieces of your web presence to see what might be behind the bounce rates. We've outlined these steps below.

1) Ensure your website is mobile-friendly.

There are now more searches and traffic coming from mobile devices than desktops. That makes it crucial, says Vocell, "to not only provide a mobile-ready experience," but to make sure that experience is engaging. How annoying is it when you arrive at a mobile site, only to have to zoom-in to read its content? Having a responsive site is no longer enough -- engagement with the mobile version has to be user-friendly and interactive.

Video is one particularly engaging type of content. It can often explain complex topics more concisely than text, which might be why 4X as many customers would rather watch a video about a product than read about it. But when it comes to mobile usage, long videos require a significant amount of data and might therefore slow the user experience -- causing the visitor to bounce. For that reason, Vocell suggests eliminating these longer videos from your mobile site, or creating more concise versions that still address the most important points.

This kind of improvement, however, isn't limited to video. Take a holistic approach to evaluating your mobile experience, and consider how you'll address contingencies like these.

2) Look at your bounce rate based on different sources.

Sometimes, the sources directing traffic to a given page might have something to do with its bounce rate. That's why the HubSpot Web Analytics Dashboard allows you to break down the bounce rate according to source:

Let's say your bounce rate is particularly high for visitors coming from social media -- take a close look at the message you're using to accompany the content you're distributing.

"Does it truly match what the content is about?" Vocell challenges marketers to ask. "Would a visitor clicking on that link in Twitter, or Facebook expect to see the headline, and initial image?" If the answer to either of those questions is "no," your promotion strategy might need some work.

When you're distributing your website's content, make sure the messaging actually matches the page to which you're directing visitors. You have to clearly meet the expectations of the visitor -- regardless of source.

3) Avoid other disruptions that might hurt the user experience.

We've already discussed the importance of a good mobile user experience -- but that actually goes for all platforms. Things like full-screen pop-ups, for example, are not only annoying, but given Google's recent algorithm update, they can also result in search penalties.

But the key thing to consider is the user. "You want visitors to be drawn into your page and stay for as long as needed to convert," says Vocell, and while "some pop-ups are good," -- like well-crafted inbound messages that add context to a site -- avoid any that significantly disrupt the user experience in a way that might cause visitors to leave.

4) Determine which keywords this page ranks for -- and if your content sufficiently covers those topics.

Remember how we cautioned against misleading visitors about your site's content in social distribution? The same goes for keyword rankings. "Matching keyword intent to your content is important to ensure organic visitors get the content they expect," explains Vocell.

Let's say someone is searching for "marketing automation software solutions" -- it's likely that this person is looking for software to help nurture leads into customers. But if someone is using the query, "What is marketing automation?", she's probably not at a stage where she's looking to buy a product. Rather, this person is looking for content that's more informative than anything else.

So when you evaluate the keywords for which you're page is ranking, make sure they're aligned with the actual content. Once you've done that, try looking at a topic-cluster framework -- the kind that groups your site's pages into clusters according to subject -- to help attract organic traffic to the right pages.

Let's Bounce

When you're investigating bounce rates, make sure you're looking at the full picture. Take a look at the time people spend on your site, where they're coming from, and what device they're using -- and if your content and experience are aligned with all of those factors. You might uncover patterns that show how you can fix the bounce rate problem.

Think of bounce rates like your car's "check engine" light. When it goes on, you know there might be a problem -- but you need to check all of the car's systems to accurately diagnose the issue. There's no one-size-fits-all fix for bounce rates, but knowing what they are and how they can inform your marketing strategy can help ensure your website's success.

What have you done to address your bounce rates? Let us know in the comments.

Editor’s Note: This post was originally published in April 2014 and has been updated for accuracy and comprehensiveness.

http://bit.ly/2p8OC5R

Live Video: Tips and Techniques for Creating Great Content

Do you broadcast live video? Want to learn how to create an engaged following? To discover what he’s learned from broadcasting over 1,000 live streams over the last two years, I interview Alex Khan. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed [...]

This post Live Video: Tips and Techniques for Creating Great Content first appeared on .
- Your Guide to the Social Media Jungle

April 07, 2017 at 12:00PM http://bit.ly/2oHQhTQ
read more...
from http://bit.ly/2oHVHOO
via IFTTT