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We’ve all had boring jobs at one point or another, but companies have quickly realized the importance of harnessing – and profiting from – the creativity of their employees.

Of course, in certain businesses, day-to-day creativity is expected.  But in industries as diverse as pharmaceuticals, transportation, and energy, companies are realizing that some of the best ideas can very well emanate from within.

While Google has long been known to famously allow its employees ’20 percent time,’ or one day a week to pursue side projects (the company has recently sunsetted this policy), time allotted for employees to pursue projects can indeed deliver results to the bottom line.

Here are some considerations for jumpstarting your organization’s focus on harvesting new, business-building ideas:

Start online, before going offline.  Take it to the community:  post an announcement via your company’s online community, and target champions – managers or whole departments – whom you are certain could serve as positive representatives of the initiative.   You need not engage the entire company at first either – perhaps just certain groups in the online community first, then gather relevant feedback which you can use to further promote the program.  People prefer to see results first before jumping headfirst into uncertain waters.

Create an incentive program for creativity.   The prize needs to be more than just an online badge or a trophy given out at the All Hands Meeting at the end of the quarter.  If an employee’s idea leads to real business results, a financial incentive will speak volumes of the senior management’s commitment to motivation, morale, support, and the future of the business.  Engage the PR department for additional out-of-the-box ways to motivate employees, and how such results can be communicated effectively.

Don’t just talk the talk:  show results.   New employee programs are often greeted with a yawn.  Once launched, continue to communicate the progress of the program via your company’s online community and in small meetings, capturing the lifecycle of an employee’s idea as it becomes a reality.  This will incentivize other employees to join in and generate even more ideas.

IBM is another company that is a proud proponent of employee innovation, whether or not such innovations make it out the front door.  Each year, at the company’s annual Lotusphere conference (renamed Connect), the most exciting part of the conference – at least for me, as a former industry analyst – was the personal tour I would receive of a handful of ongoing projects developed by researchers at IBM labs in Cambridge, Mass., Tel Aviv, Sao Paulo, and other cities.  Always staged in a windowless room far away from the main conference sessions – no cameras or recording devices allowed! – I learned of diverse projects, including one aimed at monitoring employee social media usage and another that seemed to serve as an internal Kickstarter-like crowdfunding campaign platform.  I would later learn that the social media usage product, while not a formal IBM offering, was piloted at a few clients for evaluation.  Kudos to the IBM researcher who developed it!

Final Thought:  Your employees are your best resource for new business.  Motivate, inspire, and most importantly, compensate them for delivering creativity and profits.  It’s just good business, in addition to good karma.

Want more info?  Expand your horizons with additional reading. 

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Centre for Innovation Studies, Imperial College, London

http://www3.imperial.ac.uk/innovationstudies

Articles related to the study of the innovation process and the impact of knowledge creation.

Harvard Business Review’s 10 Must Reads on Innovation

http://hbr.org/product/hbr-s-10-must-reads-on-innovation-with-featured-article-the-discipline-of-innovation-by-peter-f-drucker/an/11363E-KND-ENG

Books on innovation, including articles written by Peter Drucker.

How To Innovate:  A Step By Step Guide

http://money.cnn.com/2009/09/30/smallbusiness/how_to_innovate.fsb/

From a reporter for Fortune Small Business, a guide on planning and adopting innovation in an organization.

Personal services businesses can find great success with the right digital marketing plan because the new online innovations that make it possible to promote these kinds of services require a greater level of customer engagement.  As the technologies continue to evolve so does the consumers’ expectations; they now want more than just information, they want an experience.  With the proper planning and the smart use of current digital applications you can attract more local customers and build a brand that reaches a national audience as well. 
 
Here are some ideas to consider when developing a plan to improve your digital presence.  
First impressions count 
The first step in any successful digital marketing strategy is creating a website that is representative of your brand. The nature of a personal services business allows you to be creative, therefore your audience will expect see a site that is visually appealing and engaging. Push the limits creatively, but  keep it professional.  Show your best work, include pricing, location information, and feature products you use.  Also, include a brief bio about yourself and your team to let potential clients see who they will have the pleasure of meeting when they arrive at your location.  Remember, people looking for personal services want to invest in more than just products, they want to invest in an experience and getting a feel of who you are is as important as knowing what services you offer.  

Claim your listings to increase your visibility
Stay on top of the minds of people looking for your services, while increasing your digital presence by using existing online business directories that already have an established audience, as well as the technology to reach them on mobile devices.   Having a plan that includes claiming your business on local directories is a smart addition to your digital marketing strategy.  They provide free or low-cost advertisement, connect you directly with people looking for your services, and creates another opportunity to engage with potential clients.  There is a good chance your business may already be listed, if so take the time to personalize the listing by adding photos of your location and a brief description of your services.  Google is the most widely used search engine, consequently, your business information should at the very least be listed on Google My Business. Other important directories to consider include Yelp and Mapquest.   
 
Google My Business on iPhone

Use social media to support your brand  
For personal services businesses like beauty salons or spa, social media has significant potential to increase your digital presence. With more than 1.32 billion users worldwide, Facebook is the largest social networking site, making it a good place to begin your social media journey.  Likewise, it is equally important to invest in the premier photo sharing sites such as, Pinterest and Instagram, because they are visual goldmines for businesses looking to create a stimulating extension of their brand.  Your customers will visit your Pinterest or Instagram profile expecting to get a more visceral tour and experience of your business. So, plan to use high-quality photos and stunning videos for your posts to these sites.  If you specialize in hair coloring, post photos of your best highlights or color transformations.  If you offer spa services post photos that display luxury and serenity.  Take the time to learn the unique features and advantages of each social media platform in order to effectively connect with your audience and convert them into paying clients.     
Use video to connect with your audience
Video allows you to take a proactive approach in maximizing your exposure and attracting customers.     You can easily embed video into your main webpage by creating a YouTube channel that always links to your website.  You can customize the channel with your company logo, there are also basic editing tools available to add need a little extra production value.  With video you can share your story, show your personality, and introduce your co-workers.  By doing this you become more familiar, making potential clients feels a connection to you before they make their first appointment.  Some additional benefits of video include: being able to showcase your skills and expertise, promote products that you use in your business, which can lead additional revenue  through retail sales, and gives you a platform to potion yourself as an expert professional in the industry.  More importantly, video lets you share the tone and atmosphere of your business through virtual tours and customer testimonials. Your audience will find significant value in being able to experience your business before deciding if you are the right fit for their needs.  

Final Thoughts
The success of your personal services business relies on how effectively you can connect with customers, making it increasingly more important that you understand your clients’ behaviors, likes and dislikes, as well as how and where they communicate. In short, it is critical they you use this knowledge to develop a digital marketing strategy that meets and exceeds these expectations through deeper engagement and better customer service.

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Beauty Salon Business Overview & Trends, 2014  http://bit.ly/1o8iw8N
The US hair care services industry includes about 86,000 establishments (82,000 beauty salons; 4,000 barber shops) with combined annual revenue of about $20 billion. Major companies include Regis, Ratner Companies, Premier Salons, and Sport Clips.

Beauty Industry Analysis 2014 - Cost & Trends  http://bit.ly/1o8jh1H 
Comprised of a diverse yet interrelated set of business lines, the beauty industry helps us look and smell our best. Before we leave the house each day, we have likely undergone our personalized beautification ritual. 

Everything You Need to Know About the Nail Industry NailsMag.com  http://bit.ly/1qWZJI5 Everything You Need to Know About the Nail Industry