1. Build a strong employer brand
Employers in Wisconsin and around the U.S. still struggle to find the right talent. How can you compete in this global marketplace?
Be transparent about your company’s values and work environment. Update your careers page, share real employee stories, and highlight what makes working at your company unique. Ensure your job descriptions reflect who you are, not just what you need. And make sure it’s easy to apply for a job on a mobile device.
2. Create a crisis communication plan
Unfortunately, if you wait to figure out what to do in a crisis, it will probably be too little, too late. Be proactive—outline who your primary communicator and communication channel will be in a crisis. Know what will be said and how you’ll communicate. Designate specific team members, draft pre-approved messages, and keep an up-to-date contact list. Prepare now so you can respond swiftly when needed.
3. Use AI to personalize marketing
If you’re not learning how to use AI, you will get passed and lapped in 2025. Leverage AI tools to track customer preferences and deliver targeted content. Automate email campaigns based on user actions and create product recommendations tailored to each person. The goal is to connect with each customer individually, even at scale.
4. Invest in Google PPC for precise targeting
If you need a short-term traffic boost and a longer-term SEO boost, run targeted PPC ads using high-intent keywords. Regularly audit your keyword performance and adjust bids to focus on the most profitable terms. Set up geo-targeting and ad scheduling to ensure your ads reach the right audience at the right time.
5. Optimize for voice search
I said it last year, and I’ll say it again: you need to optimize for voice search. Update your SEO to include natural, conversational phrases people might use when speaking to their devices. Focus on answering specific questions clearly and ensure your content is structured for quick answers. Think in terms of how people talk, not just how they type.
Sources
- Coombs, W. Timothy. “Crisis Management and Communications.” Institute for Public Relations, 2021.
- Davenport, Thomas H., and Abhijit Guha. “How AI Is Personalizing Marketing at Scale.” Harvard Business Review, 2023.
- Fletcher, Terra L. Flex Your Marketing: Content Strategies for Member Recruitment and Retention, 2024.
- Google. “Google Ads Help: Best Practices.” Google, 2024.
- Olson, Parmy. “How Voice Search is Shaping the Future of SEO.” Forbes, 2022.