Be Found Online http://befoundonline.com Wed, 25 Feb 2015 18:52:21 +0000 en-US hourly 1 http://wordpress.org/?v=4.1.1 Programmatic Buying: What’s All the Buzz About? http://befoundonline.com/sem/6196/programmatic-buying-whats-buzz http://befoundonline.com/sem/6196/programmatic-buying-whats-buzz#comments Tue, 24 Feb 2015 15:31:52 +0000 http://befoundonline.com/?p=6196 There seems to be a lot of buzz about programmatic buying and how it’s going to change the world of media buying. Every media genre is trying to deliver the right ad copy, to the right audience, at the right time, for the best rate. For every article written, there are probably 20 different takes […]

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ProgrammaticBuyingThere seems to be a lot of buzz about programmatic buying and how it’s going to change the world of media buying. Every media genre is trying to deliver the right ad copy, to the right audience, at the right time, for the best rate. For every article written, there are probably 20 different takes on what programmatic buying actually is. One thing’s for sure: an increasing number of brands are taking advantage of the benefits of automation in digital marketing.

What is Programmatic Buying?

There’s one common thread everyone seems to agree upon: advertisers are using technology platforms in order to get the best real-time bid (RTB) media buys. They are also leveraging massive amounts of proprietary data across multiple tracking sources to improve ad targeting and increase efficiency. Simply put, programmatic buying is any ad buy that’s processed from one machine to another machine. It is a technology that automates the ad buying and placement, powering more targeted ad buys with the ability to respond in real time, through the use of software and algorithms.

Who Uses Programmatic Buying – and Why?

Magna Global forecasts that spend on programmatic advertising this year will increase 52% to $21 billion globally. From the digital side, programmatic buying is nothing new. Google has been a leader in technology-based, real-time bids. Advertisers have been using programmatic buying through targeted display networks such as, Google Display Network for years. In fact, Google created a private programmatic exchange last year for ABC that places only masthead ads on premium sites that they are now rolling out to all advertisers.

Marin Software, a leading cross-channel performance advertising platform used by advertisers and agencies, also embraces programmatic media buying across search, social, and display. They measure, manage, and optimize upwards of $6 billion in programmatic ad spend. Marin’s recent acquisition of the Perfect Audience retargeting DSP has expanded its ability to buy display inventory across all the major display ad exchanges including Google Display Network, the Rubicon Project, OpenX, AppNexus, and PubMatic.

AOL is also reaping big benefits from its recent programmatic buying push. According to CEO Tim Armstrong, AOL’s advertising business increased by 20% last quarter – growth that can be attributed primarily to its programmatic ad buying platform.

The Bottom Line

Fortune 500 brand advertisers with big budgets (many are consumer packaged goods brands with a surplus of consumer data- perfect for proprietary algorithms) want to see the same efficiencies that they realize from digital incorporated into all of their media buys. They’re using programmatic buying through demand side platforms for print, broadcast, and digital to get the lowest cost-per-thousand impressions (CPM) and highest return-on-investment (ROI) using RTB.

Programmatic buying is here to stay. It will continue to grow and evolve as more brands invest in technology and as more media is delivered digitally. Market research company, eMarketer, estimates that programmatic spend in digital display advertising will rise to over $20 billion by 2016, which the company estimates would be 63% of all U.S. digital display ad spend.

It’s unlikely that 100% of media buys will be purchased this way in the foreseeable future. There are still a number of barriers to adoption. Top barriers include; brand worries that they will lose control over where their ads will appear, internal resistance at ad agencies and publishers and lack of transparency in the industry over methods and results.

To learn more about programmatic buying, start a conversation with one of our marketing specialists today.

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How to Leverage Top-Notch Content to Drive B2B Profits http://befoundonline.com/seo/6107/leverage-top-notch-content-drive-b2b-profits http://befoundonline.com/seo/6107/leverage-top-notch-content-drive-b2b-profits#comments Tue, 17 Feb 2015 16:20:16 +0000 http://befoundonline.com/?p=6107 In the B2B marketing space, creating quality content can seem like a resource strain, continuously being thrown to the back burner for more pressing, time-sensitive projects. The truth is B2B content tends to take longer to generate profit than B2C content does. Why? Because the conversion funnel is longer. You’re not marketing a $20 pair […]

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Finance concept: Head With Gears and B2b on chalkboard

In the B2B marketing space, creating quality content can seem like a resource strain, continuously being thrown to the back burner for more pressing, time-sensitive projects.

The truth is B2B content tends to take longer to generate profit than B2C content does. Why? Because the conversion funnel is longer. You’re not marketing a $20 pair of discount blue jeans. Your content is establishing trust along a sales cycle that can typically span several months.

However, content remains an extremely valuable part of B2B marketing campaigns when executed properly. Need somewhere to start? Keep these three strategies in mind in order to develop top-notch, profit-driving digital content for your B2B content efforts.

1. Understand What Works & What Doesn’t For Your Industry

First things first – identify the content types that are already performing well in your industry. Content-driven B2B profits come from creating content that’s valuable for your industry and, in turn, your brand.

For example, if you find infographics work particularly well in your vertical to explain the benefits of your complex B2B business solution in a visually pleasing manner, explore other sites similar in your space and see if their infographics are creating a conversation around their brand.

Keep in mind that B2B content profits start with establishing trust. Quality content development isn’t cheap, especially in a specialized B2B space, but it’s absolutely essential to building your brand’s credibility and relevance in the digital world. Creating, distributing, and amplifying your B2B content is a process that will pay off, in the long run. Think about the content your target customer needs to make an informed purchase, and provide that in a way that compliments your sales team and other marketing initiatives.

2. Venture Out into More Than One Space

Look for ways to leverage your piece(s) of quality content in a variety of formats. Branch out into video, blogs, white papers, social media posts, infographics, interactive widgets, downloadable templates, etc. See what different content types draw the most engagement, and use that feedback to hone your future efforts.

3. Keep Track of Your Content Goals & Performance

As with any marketing campaign, the ultimate goal of your B2B content marketing is to earn profits. However, it’s important to keep creating goals and milestones before you get to that point. Continually refine your goals based on how your content performs on certain platforms or to certain audiences. Simply put, you can’t judge your content performance if you don’t have an objective you’re trying to accomplish.

It’s also imperative you understand your content’s shelf-life. Pay attention to how it’s performing over time. If, for example, your blog posts tend to remain relevant for a week, it doesn’t make sense only to be posting one per month. Plan your content schedule thoughtfully based on performance and goals. If you don’t know which is best, try a mix of news and evergreen content to start.

Most importantly, document your goals and strategy. Keep track of what is working. This will ensure you have reliable data for measuring your ROI when the time comes.

For more information about leveraging high-quality digital content to drive B2B profits, contact Be Found Online today!

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Webinar: How You Can Leverage Advanced Geo-Targeting Strategies http://befoundonline.com/sem/6113/webinar-can-leverage-advanced-geo-targeting-strategies http://befoundonline.com/sem/6113/webinar-can-leverage-advanced-geo-targeting-strategies#comments Tue, 10 Feb 2015 14:00:45 +0000 http://befoundonline.com/?p=6113 Are you interested to learn more about geo-targeting, why it’s important, and how you can use it to help your digital marketing strategy? Join us for a valuable webinar about geo-targeting on Tuesday, February 24th at 11am CST (12pm EST). This live discussion will be hosted by Dan Golden, Be Found Online’s own President & Chief Search Artist, […]

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Are you interested to learn more about geo-targeting, why it’s important, and how you can use it to help your digital marketing strategy? Join us for a valuable webinar about geo-targeting on Tuesday, February 24th at 11am CST (12pm EST). This live discussion will be hosted by Dan Golden, Be Found Online’s own President & Chief Search Artist, and Michael Gardner, Agency Development Manager at Google.

advanced geo-targeting

Dan’s presentation, “A Guide to Advanced Geo-Targeting Techniques,” will help you learn how businesses can effectively leverage advanced geo-targeting strategies to ramp up their marketing efforts. Dan and Michael plan to dig deep to illuminate geo-targeting topics and techniques such as:

  • The keys to unlocking your own geo-data
  • Tips for utilizing advanced localization features in Google AdWords
  • Leveraging custom data both online and offline
  • Effective campaign setup tactics

Following the webinar, you’ll have a deeper understanding of geo-targeting and its value to your business’s marketing tactics. Plus, stay for our live Q&A session to have all your geo-targeting questions answered by Dan and Michael. Also, we will be giving away a free Chromecast to 20 people who attend the event! Register today to watch the webinar and learn more about leveraging geo-targeting for your business.

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Target Outranking: Best Practices for Implementing Google’s New Bid Strategy http://befoundonline.com/sem/6096/target-outranking-best-practices-implementing-googles-new-bid-strategy http://befoundonline.com/sem/6096/target-outranking-best-practices-implementing-googles-new-bid-strategy#comments Tue, 03 Feb 2015 21:37:06 +0000 http://befoundonline.com/?p=6096 If you’ve ever wanted your ads to display higher than your competitor’s in search results, Google finally has the answer. “Target outranking share” is an emerging flexible bid strategy that automatically sets bids so you can outrank the ads of a competing domain. It’s a great way to increase your visibility in the search space. […]

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Target OutrankingIf you’ve ever wanted your ads to display higher than your competitor’s in search results, Google finally has the answer. “Target outranking share” is an emerging flexible bid strategy that automatically sets bids so you can outrank the ads of a competing domain. It’s a great way to increase your visibility in the search space.

How it Works

Target outranking does not improve your ad rank in the overall search engine results. It does, however, help your ad display higher than the ad of another domain of your choosing—such as a competitor who often bids in the same auctions as you do. In other words, this bidding strategy increases your ad’s search visibility compared to the competing domain.

So how does it work? If you choose to use target outranking share, AdWords will automatically raise (or lower) your bids so that your ads outrank the other domain’s.

Getting Started

Step 1: To enable target outranking share, go to the AdWords Shared Library. Click the Bid Strategies tab, select +Bid Strategy, and choose Target Outranking Share from the drop-down menu.

Step 2: Choose your strategy settings. Select one domain for each of your bid strategies (if you wish to outrank different competitors in each of your campaigns). Enter your target outranking share percentage for each competitor, and then choose Automatic or Manual mode.

Step 3: Apply your strategy from the Campaigns, Ad Groups, or Keywords tabs in your Shared Library.

Best Practices

While target outranking share sounds straightforward, we have a few tips you should consider when implementing this new strategy in your AdWords campaigns:

  • Utilize your reports—Your Auction Insights Report allows you to browse the domains that regularly compete with your ads in the auctions. Identifying your top bid competitor is vital to getting the most out of the target outranking share strategy. Once your strategy is in place, keeping an eye on the Bid Strategies Report can help you see how you’re performing so you can optimize if necessary.
  • Keep your budget in mind—Target outranking share is a valuable new tool for AdWords users, but it’s not for everyone. This strategy only needs to be utilized in select situations, since ROI constraints are often more important than ad ranking targets. However, target outranking share does allow for some budget flexibility. Within AdWords settings, you will have the option to choose the percentage of auctions you want to outrank in. If you select a high target outranking share, you’ll need a larger budget to back your campaign.
  • Be patient— when you initially enable target outranking share, your bids can take up to a day to be updated. Once they are, your new flexible bid strategy may not show results for up to a week. It’s advisable to wait 7 days before adjusting your settings further.

Target outranking share can be a valuable addition to many AdWords campaigns. To learn more about Google’s new flexible bid strategy and how it fits with your campaigns, contact Be Found Online today.

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The Be Found Online SEO Team Gets BrightEdge Super User Certified http://befoundonline.com/seo/6029/found-online-seo-team-gets-brightedge-super-user-certified http://befoundonline.com/seo/6029/found-online-seo-team-gets-brightedge-super-user-certified#comments Tue, 27 Jan 2015 16:24:54 +0000 http://befoundonline.com/?p=6029 Be Found Online is excited to announce that most of our SEO team is officially BrightEdge Super User certified! The entire team received their initial BrightEdge certifications at the beginning of 2014, and our SEO experts were recently selected by BrightEdge to go through Super User training and examination. During the certification exam, our SEO specialists were split […]

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BrightEdge LogoBe Found Online is excited to announce that most of our SEO team is officially BrightEdge Super User certified! The entire team received their initial BrightEdge certifications at the beginning of 2014, and our SEO experts were recently selected by BrightEdge to go through Super User training and examination.

During the certification exam, our SEO specialists were split into two teams. When presented with a challenging exam scenario, one team chose a broad local and mobile SEO approach built to enhance the client’s overall SEO strategy. The other team chose a focused local SEO approach which specified one keyword phrase that was vital for the client’s local search and recommended tactics for generating improved rankings and backlinks with that phrase.

Both approaches were deemed excellent by the BrightEdge exam administrator and are so useful they will be put into action for the client!

Since beginning the BrightEdge certification as a group, our SEO team has grown. Three-quarters of the team is now BrightEdge Super User certified, and the more recently added members will begin Super User Certification early this year.

The team as a whole has proved itself yet again to be experts at handling broad SEO strategy as well as individualized tactics to ensure SEO success for our clients. To learn more about how the BFO team can deliver real results to meet your SEO needs, contact us today!

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Join Be Found Online’s Quincy Bingham for A Facebook Advertising Meetup http://befoundonline.com/sem/6004/join-found-onlines-quincy-bingham-facebook-advertising-meetup http://befoundonline.com/sem/6004/join-found-onlines-quincy-bingham-facebook-advertising-meetup#comments Tue, 20 Jan 2015 18:42:03 +0000 http://befoundonline.com/?p=6004 Have you been struggling to achieve Facebook advertising success? Join us for an informative and interactive social media marketing meetup on Wednesday, January 28th at 6pm. Our very own Digital Analyst and Facebook Advertising Guru, Quincy Bingham, will present on the topic, illuminating the fundamentals of leading a strong marketing campaign on the popular social […]

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facebook-advertising-fundamentalsHave you been struggling to achieve Facebook advertising success? Join us for an informative and interactive social media marketing meetup on Wednesday, January 28th at 6pm. Our very own Digital Analyst and Facebook Advertising Guru, Quincy Bingham, will present on the topic, illuminating the fundamentals of leading a strong marketing campaign on the popular social platform.

Quincy will deliver his presentation, “Fundamentals for Facebook Advertising Success,” at Connie’s Pizza in the Gold Coast neighborhood in Chicago. He will explain:

  • The 3 things you need to know for effective Facebook advertising
  • How to measure performance
  • How to tweak & refine your campaigns based on performance

Quincy’s presentation will be followed by a panel discussion featuring Havas Media’s Devon Whiteway and Epsilon’s Barbara Maldonado Roering. At the end of the night, participants and attendees will walk away with a stronger understanding of Facebook advertising tactics, and they’ll be able to put those strategies into action for their own brands!
Interested in learning more about the fundamentals of a Facebook advertising campaign? Register now to attend the Facebook Advertising Meetup at Connie’s Pizza on Wednesday, January 28th!

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Talking Google Shopping Best Practices with Dan Golden http://befoundonline.com/sem/5821/talking-google-shopping-best-practices-with-dan-golden http://befoundonline.com/sem/5821/talking-google-shopping-best-practices-with-dan-golden#comments Tue, 13 Jan 2015 15:00:25 +0000 http://befoundonline.com/?p=5821 BFO’s rock star President and Chief Search Artist Dan Golden and his iconic orange jacket seem to be everywhere these days! Dan recently sat down with Jenny Lintz, an agency strategist with Google Partners, to discuss the latest trends and best practices in Google Shopping – and, of course, to brag a bit about the growing success of […]

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google-partners-be-found-onlineBFO’s rock star President and Chief Search Artist Dan Golden and his iconic orange jacket seem to be everywhere these days! Dan recently sat down with Jenny Lintz, an agency strategist with Google Partners, to discuss the latest trends and best practices in Google Shopping – and, of course, to brag a bit about the growing success of Be Found Online!

Dan and Jenny touched on a variety of topics about the dynamic field of e-commerce, and they came to some valuable conclusions about developing client relationships, tackling common e-commerce challenges, and striking a balance between profitability and scalability. Other insights included:

  • The importance of developing a deep understanding of client goals and the unique challenges presented by each vertical;
  • Finding new and creative ways to differentiate yourself in the competitive e-commerce space;
  • The growing importance of mobile in e-commerce marketing; and
  • Be Found Online’s unique approach to shopping feed optimization

Don’t miss out! Catch the entire interview with Dan below to learn more about Google Shopping best practices:

Are you inspired to take your e-commerce efforts to the next level with a comprehensive Google Shopping campaign? Contact BFO today to find out how PLAs can help your products stand out in the crowded e-commerce space.

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Digital Marketing Meetup with Be Found Online http://befoundonline.com/be-found-online/5985/digital-marketing-meetup-found-online http://befoundonline.com/be-found-online/5985/digital-marketing-meetup-found-online#comments Tue, 06 Jan 2015 15:55:47 +0000 http://befoundonline.com/?p=5985 At Internet Summit 2014, our President and Chief Search Artist Dan Golden delivered his talk on Multi-Channel Attribution and the Digital Media Food Pyramid to a packed room. On Thursday, January 15th, Be Found Online will be hosting a more in-depth discussion—and you are welcome to join us by registering today! Dan will dig deeper into the topic […]

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At Internet Summit 2014, our President and Chief Search Artist Dan Golden delivered his talk on Multi-Channel Attribution and the Digital Media Food Pyramid to a packed room. On Thursday, January 15th, Be Found Online will be hosting a more in-depth discussion—and you are welcome to join us by registering today! Dan will dig deeper into the topic and answer all your burning questions about multi-channel attribution and how to effectively plan your digital marketing budget for 2015.

Digital-Media-Food-Pyramid

2015 Digital Media Food Pyramid

In this interactive session, Dan will discuss the best approaches to implementing a practical, balanced, and effective digital strategy built for success in the evolving online marketing landscape of 2015 and beyond.

Attend our event and learn:

  • What questions to ask while building your 2015 media plan
  • How much to invest in mobile
  • How to strike a balance between search and display ads
  • How to prioritize & when to shift tactics
  • About the importance of demand capture campaigns

During the networking reception following Dan’s presentation and a Q&A session, enjoy snacks, and refreshments. Connect with other bright and talented members of the Chicago digital marketing community and make some new friends, too!

Interested in learning more about the Digital Media Food Pyramid and getting the chance to network? Register now to attend the Marketing Meetup at Be Found Online on Thursday, January 15th!

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6 Steps to Optimize Your Pinterest Business Account in 2015 http://befoundonline.com/social/5832/6-steps-optimize-pinterest-business-account-2015 http://befoundonline.com/social/5832/6-steps-optimize-pinterest-business-account-2015#comments Tue, 23 Dec 2014 19:13:37 +0000 http://befoundonline.com/?p=5832 Pinterest, the popular visual discovery platform used by millions, is not just a social site for crafty moms. The business benefits of this emerging social giant are surprisingly huge. Not only does Pinterest offer a vast audience of potential customers, but research shows that Pinterest’s average order value is twice as much as Facebook’s, and […]

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Pinterest, the popular visual discovery platform used by millions, is not just a social site for crafty moms. The business benefits of this emerging social giant are surprisingly huge. Not only does Pinterest offer a vast audience of potential customers, but research shows that Pinterest’s average order value is twice as much as Facebook’s, and even higher than those of Google and Amazon. If you haven’t already harnessed the sales power of Pinterest, now’s the time to get started!

platform-average-order-amounts

Step 1: Convert

Converting your Pinterest account to a business account is a great way to drive more traffic to your website. This simple switch can generate click-throughs to your site and help you expand your brand’s reach. In the example below, Whole Foods gained 100,000 clicks from this pin, and another 120,000 within their website.

pinterest-clicks-from-pins

Step 2: Optimize Pins for Search

To ensure your pins rank high in Pinterest’s search, it’s important to optimize with these tips:

  • Use compelling, relevant keywords to describe the image you’re pinning. These have a better opportunity to surface within the Pinterest search.
  • Pre-populate pin descriptions from your website.
  • Don’t just drop in keywords or hashtags—write a relevant and engaging description to encourage click-throughs.
Pinterest-Pin-Description-Tips

Image source: Pinterest’s Best Practices Guide

Step 3: Try Rich Pins

Add extra detail to your pins to make them more useful to users. There are five types of Rich Pins you can use depending on the product or service your business offers:

  • Place Pins – Includes a map, address, and phone number.
  • Article Pins – Includes headlines, author, and story description.
  • Product Pins – Includes real time pricing, availability, and where to purchase, as well as notifications for price drops.
  • Recipe Pins – Includes ingredients, cooking times, and serving suggestions with recipe filters for special diets.
  • Movie Pins – Includes ratings, cast members, and reviews.

Step 4: Utilize Pinterest Analytics

Pinterest offers a built-in analytics platform which allows you to measure impressions and track your success. Pinterest Analytics can help you:

  • Track pin impressions, high re-pins, and high clicks.
  • Adapt strategies to maximize conversions to product sales and evolve your Pinterest campaigns.
  • Understand audience, demographics, and geo-locations.
  • Cross-track against devices to determine where most pins originate and target content and ads accordingly.

Pinterest-Analytics

Step 5: Pinterest Interests

To keep your audience engaged, understand what else your pinners like and create custom content to target pins they will share.

Pinterest-Interests

Pinterest Interests gives us insights as to the audience boards which have our content pinned. We can analyze these followers and also learn the type of content they want to share with their own audiences. Understanding audience demographics, gender, and location can help you tailor your content so it’s perfect for simply sharing with pinners.

Step 6: Promoted Pins (Coming Soon)

Pinterest will soon be launching Promoted Pins, a paid advertising option that will allow you to boost pins and help them reach your target audience. Join the waitlist so you can start reaping the benefits of Promoted Pins as soon as possible. You’ll be able to:

  • Promote your best pins and improve their reach
  • Use targeting to choose who sees it
  • Only pay for click-throughs
  • Measure what works and what doesn’t

A Pinterest business account can help drive traffic to your website, bring compelling content to your customers, and expand your brand’s reach to an entirely new audience. Get started with a business account on this social giant and start encouraging click-throughs!

For more information about getting started with your Pinterest business account or next social campaign, contact the social experts at Be Found Online!

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The Great Game of Business http://befoundonline.com/be-found-online/5777/great-game-business http://befoundonline.com/be-found-online/5777/great-game-business#comments Mon, 15 Dec 2014 18:13:22 +0000 http://befoundonline.com/?p=5777 Some key aspects of Be Found Online’s culture have always been openness, transparency, and respect. One of the ways this has played out has been our company’s adoption of open book management. We’ve previously shared company finances on an annual basis, but in July 2014 we switched to breaking down our income statements on a […]

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Great-Game-of-BusinessSome key aspects of Be Found Online’s culture have always been openness, transparency, and respect. One of the ways this has played out has been our company’s adoption of open book management. We’ve previously shared company finances on an annual basis, but in July 2014 we switched to breaking down our income statements on a weekly basis – with the entire team involved.

Adopting principles from “The Great Game of Business” – and with guidance from GGOB coach, Kevin Walter – our weekly sessions include forecasting, updates on quarterly bonuses, and sales scoreboard reviews.

The result?

Our entire team is watching and paying attention to how the business runs. Instead of only the accountants or owners asking about how business decisions affect our revenues or our profits, every employee considers and challenges decisions from their own standpoint. Employees understand the value of every win and every loss, and not only do they know how they affect the numbers, but how the numbers affect them.

With this approach, we ensure that even as we grow, no one is a cog in a wheel or left in the dark, and that we are all invested in the future of the business. A Great Game of Business, indeed.

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