MARKETING
5 Tips to Prepare Your Company For Remote Work
A whopping 97.6% of today’s employees want to work remotely, at least some days of the week for the rest of their careers. Your company has to meet these demands, otherwise, 45% of your employees will move on.
Grace Lordan — associate professor at the London School of Economics — opines that workers who care about flexible or hybrid working will job-hop until they find a business that offers that. To retain your top talent and also woo others, you’ve to offer remote work.
However, dipping your toes into remote work, and putting in place measures to ensure it works isn’t a cinch. You have to hire a remote team, create a policy to support remote work, and find the best tool to support the model. This guide will give you five actionable tips to help you prepare for remote work.
1. Set Clear Policies
Implementing remote work without clear policies is like a rally team starting a race without pacenotes. Regardless of how qualified the driver and co-driver are, the team is bound to take a catastrophic turn in the race.
A remote work policy is a rulebook that defines how a flexible work schedule works. It outlines who can work remotely, expectations for availability, best practices to follow, and the legal rights of both the employer and remote worker. Other things to include in a remote work policy include:
- Cyber-security practices: If your remote employee will need to access the company’s digital assets, you have no guarantee their internet connection will be secure. For that reason implement a secure access service edge (SASE) to wade off potential cyberattacks.
- Expectations on device and equipment: Define clearly the tools an employee should have to work productively. Will you support a bring-your-own-device (BYOD) model? If not, you could give employees a stipend for the equipment they need for work: desk equipment and computers.
- Compensation and benefits: Define how much employees will earn for their effort. Moreover, the policy should outline health insurance, PTO (if any), and other group or individual benefits.
- Other policies include employee code of conduct, confidentiality, use of social media, attendance, dress code when meeting customers or partners, and anti-discrimination.
If you’re looking for inspiration, GitLab, one of the leading remote-first companies, makes its remote policy public. You can borrow a page from their rule book but remember: the remote policy isn’t something you’ll get right overnight. It takes a series of tweaks, driven by your own experience, to arrive at a policy that works for your company.
2. Cultivate a Culture of Trust and Inclusiveness
Pacenotes don’t win rally races. Rather, it’s the camaraderie between the driver and co-driver to interpret these notes that spurs them to championship wins. Similarly, your remote work policy isn’t the be-all and end-all of success.
You have to build a culture of mutual trust and respect around the remote work policy to keep your company striding forward. Create a workspace where remote employees feel bonded by similar interests, priorities, and attitudes, no matter their location and time zones.
Your employees may not often see each other, but if the unconditional feeling of connection and sense of belonging permeates the entire organization, success will be certain. Moreover, give them room to use their creative abilities and make mistakes in pursuit of innovative ideas. Doing so will spur the team to achieve better productivity.
Keep in mind that you don’t have to build the remote work culture from scratch. If you’re transitioning from office-based work, you can start with the traditional work culture. Just make sure to expunge elements of the culture tied to the physical space.
3. Emphasize Proactive Communication
If the driver and co-driver don’t communicate, chances are good that the rally team will not win. The same can be said about remote working: without communication, the team won’t achieve its goals.
As Matt Redler — CEO of PantherHR — posits “remote work fails without communication and proper collaboration.” Remember: remote work removes the in-person element your team had in an office-based setting. Employees can’t drop by a colleague to seek clarification and it won’t be possible to hold regular standups to offer guidance.
Create robust communication frameworks outlining the best ways for teams to collaborate, channels to use, and how to handle different scenarios. For example, you could approve Slack as the best channel for teams to keep in touch. When it comes to sending instant messages, Matt recommends asking teammates to write with relentless clarity and purposeful empathy.
Besides that, define how meetings will take place and the preferred virtual meeting tool. The communication should also offer guidelines for regular check-ins with teammates and how to use available communication tools. You could also set up surveys to find out ways to keep members motivated during meetings.
4. Provide the Right Tools
Your software stack is reminiscent of the rally car’s engine: if any part isn’t functioning properly you won’t win the race.
Make sure remote workers have all the tools they need to keep operations sailing along. These include computers, webcams, headsets, and most importantly, software. For example, if you’re a digital marketing agency, you’ll need reliable communication, project management, human resource management, and accounting tools, to name a few.
Giving employees the tools is only one part of the puzzle; the final piece of the jigsaw puzzle is training. Remember: Software solutions are only useful if they are utilized correctly. When you implement new tools, be sure to provide adequate training on making the most of the tools.
5. Support Employee Wellbeing
Picture this: When employees work from one physical space, there’s always the feeling of togetherness. Teammates can feel the presence of their colleagues around them, chat during lunch, or organize coffee chats after work.
Remote work takes away these benefits from the employees and may lead to a feeling of isolation. When isolation creeps in it may cause loneliness, which can in turn, impact employee wellbeing and mental health. Statistics show that 20% of remote employees struggle with loneliness and 33% are concerned about their mental health.
It’s your responsibility as the manager or business owner to make loneliness and burnout dissipate. Support the team in the right way to keep them engaged and motivated. One way is to offer remote workers an Employees Assistance Program (EAP).
Additionally, offer free or discounted access to wellbeing sessions or fitness classes. Doing so ensures workers are engaging in physical activities to maintain good health. Moreover, conduct regular check-ins with employees to identify issues impacting their wellbeing.
Keep Tracking and Improving
Remote working isn’t a set-and-forget process. For one, you have to frequently evaluate your model to determine whether it’s working or not. Is it aligning with your business goals? Are employees as engaged and motivated as they were in an office setting?
To understand all these things you have to monitor processes. And then, use the insights to improve your remote model to achieve the desired results. Over time, you’ll have the remote work model driven by a unified performance culture.
MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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