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9 Ways to Use Video In Your Inbound Marketing Strategy

Did you know that marketers who use video get 66% more qualified leads per year than marketers who don’t?

Given the popularity of video, you’re probably already using it somewhere in your marketing plan – but you can always use more! Video tools like Wistia, Vimeo, Vidyard, and others are making it easier to leverage video than ever before.

So what are you waiting for? Here are our 9 best suggestions for how to use video in your inbound marketing strategy.

1. SEO

Video has the potential to drastically increase your number of built links and embeds as well as boost social shares, all while improving conversion rates in the process. As you’ve probably noticed recently, Google search results now feature rich snippets (videos that stand out on the first page). You’ll need to self-host your video, but the results are worth the extra effort.

2. Content Creation

This can range from downloadable video webinars to paid-access Vimeo playlists. Be sure to build a library of videos that include how-to instructionals, exclusive interviews, company highlights, testimonials, product demos, and FAQs. You can even feature personalized videos tailored to the recipient. Following these steps ensures you reach customers at every step along the buyer’s journey.

3. Landing Pages

According to a recent study, using video on landing pages can increase conversion by 80%. Be sure to include custom videos that appeal to your target audience with a specific set of offers. Landing pages are also a great space for some A/B testing on elements like auto-play vs. press play, contrasting CTAs, and differing lengths of video for more insight into what works best.

4. Sponsored Events

Some event organizers can offer special incentives for sponsoring events like adding your video content to their event website or playing your video at the start of a conference. If you host a booth at a convention, you can even play your videos on a TV or laptop screen during it. Another option is to partner with a speaker whose message aligns with your content and ask them to play the video at some point during their speech.

5. Thought Leadership

Using thought leadership videos in your marketing increases credibility and adds a personal touch to your audience’s experience. You can make videos that showcase experts within your company. Simple talking head features can also be repurposed for other content such as blog posts and webinars.

6. Opt-In Email Lists

Video and email newsletters go so well together that even including the word “video” in a subject line increases open rates by 19% and clickthroughs by another 65%. You can use static images with a play button, animated GIFs, or embedded videos. Whichever you choose, be sure to enable custom click tracking on your campaign so you can see how many recipients are actually watching it.

7. Blogging

Similar to our discussion on SEO, adding video to blog posts can also increase traffic and further engage viewers who’d rather get their information from listening than reading. Be sure to include the word “video” in the title. Also, place the video close to the top of the post while providing written content that contextualizes the piece.

8. Animated Retargeting Ads

While each platform offers its own specific ways to get the most out of ads, there are some key tips to keep in mind when using video for retargeting. First, be descriptive in your ad headline and text. Get straight to the point so your audience knows what to expect. Then consider your video content through the lens of your ad targeting criteria. Make sure your video is actionable and relevant to this audience.

9. Earned Social Media

From LinkedIn to Snapchat, video marketing has truly made an impression on every social media platform. In fact, Facebook users watch approximately 8 billion videos per day. The key to making videos that stand out in these spaces is to use proper sound and lighting. But don’t worry – social media is a great place to share more personal videos so production quality doesn’t necessarily have to be your top priority in this arena.

Adding video to your inbound marketing strategy in fresh and inspiring ways will help improve your engagement as this medium continues to gain popularity. By adding some great video content to these 9 key places, you’ll be ahead of the game.

How to Effectively Capture Leads From Your Content

Your web content doesn’t exist just to prove that you do.

When done well, your digital content can serve as a marketer that never sleeps, and a salesperson that never stops selling. When you’ve engineered your content to move your target prospects down a funnel, leads will come in regularly and build up over time.

That’s how it works in a perfect world. In reality, business owners and content marketers are busy. You may feel lucky to get a blog post published every week, let alone get new customers pouring in through site form submissions. It’s difficult to know exactly where to focus your efforts: long-form content? Short, newsy blogs? Fancy tools like calculators and quote generators?

Here are several steps you can take right now, in any order, to get more leads coming in from your web content.

Test your forms.

It may seem obvious, but if a technical hitch is keeping form entries from flowing through your inbox, now is the time to fix it. Check that your forms are synced with your CRM, or directing to the correct email address, before you do anything else.

Spiff up your “Contact” page.

If you want more leads, it’s best to start with the low-hanging fruit – meaning the prospects who are already very likely to want to talk to you. These prospects are probably hanging around your “Contact” page, so make sure the information on this page is accurate and easy to read across multiple devices – desktop, tablets, and mobile. Put a link to this page in your main navigation to make it easy to find.

And get creative: if your offering involves a custom quote, why not build a custom quote tool on your “Contact” page that doubles as a lead generation form?

Check every page for a CTA.  

You never know which page of your site will be the one that turns a warm lead to a hot one, so every page should have a clear call to action. This could be a statement at the end of a blog post, a button at the top of a page, a popup, a sidebar, a callout box, or some combination of these things.

Use high-value, middle- and bottom-funnel content pieces as lead magnets.

If you have brochures, case studies, whitepapers, eBooks, and other highly valuable content, try offering these assets as a download (in exchange for a name, email, and other lead information) rather than providing them for free. While it makes sense to give top-funnel leads unlimited access to content like blog posts without asking them to fill out a form, your warmer leads are likely ready to hand over their contact info – and a lead magnet is just the tool to get them there.

Use a chat tool to fill in the gaps in your content.

Chat tools and chatbots are all the rage, as data keeps cropping up to show that users appreciate the ability to communicate directly with businesses through chat. If you have sales staff that can respond to live chat queries, try it out and see if it keeps leads from falling through the cracks. If you’re a small operation, a chatbot can serve a similar purpose – answering frequently asked questions about pricing, hours, or how your product or service works.

Try a popup.

A perfectly-timed popup can work wonders when it comes to gathering lead data, but the keyword is “perfectly-timed.” A warm lead might not respond well to an intrusive “Subscribe now!” while they’re trying to read your blog post – but a hot lead on your pricing page may click a popup that reads “Get a custom quote now.”

Use a reliable CRM.

Leads aren’t worth much if they’re sitting in a spreadsheet somewhere, or dispersed across email threads or Slack channels at your organization. Keep your leads in one central location and sync it with your web forms to prevent leads from slipping through the cracks.

Audit your content for quality.

If you’ve employed all of these tips and you’re still struggling to capture leads from your content, it may be time for a content overhaul. Look at search data to get an overall picture of how people view your content. High impressions and low CTR indicate you’re ranking for your desired keywords, but your content just isn’t helpful or enticing enough for people to click.

If that’s the case, get a second opinion on your posts and your site copy from a trusted colleague or client. If you prefer a more scientific approach, study the top results for your desired search term. Your content may be too short to be truly helpful, it may lack valuable graphics, or it may have a major technical problem like an inability to be viewed on mobile.

Look at any other metrics you have access to. If you’re promoting your content using a social tool like Buffer or Hootsuite, look at the posts that get the most engagement – how are they different from your other content? At the end of the day, your content won’t generate the leads you want if it isn’t excellent on its own.

5 Tools to Boost Your Company’s Efficiency

The beauty of owning a business in this day and age is the technology that’s available. Some tools are designed specifically to boost productivity while others help to eliminate downtime and reduce the risk of human error. If you’re looking for newer, better ways to streamline your business and maximize company efficiency (and your bottom line), here are a few tricks of the trade.

Virtual Phone Systems

This one seems like a no-brainer, right? How much time does your team currently waste transferring calls and asking callers to dial different numbers? You might be surprised at how quickly that number adds up. Installing a virtual phone system with IVR can ensure that incoming calls are automatically directed to the right person every time. They also enable your staff to work remotely, which has been proven to boost efficiency levels.

Customer Relationship Management (CRM) Software

In the digital age, relationships are more important than ever before. But keeping track of customer interactions manually can be incredibly cumbersome. CRM software automates this process so your employees don’t have to waste precious time juggling spreadsheets and managing massive databases. Essentially, this frees up workers to focus their efforts on more important, revenue-generating tasks.

Project Management Software

Imagine how much time and energy you’d save if you could get a snapshot of what everyone is working on in one central dashboard. This is one of the biggest benefits of project management software applications. Create projects, assign tasks, set deadlines and track progress all in one convenient place. This establishes a much more efficient workflow for everyone.

At Hatchbuck we use Basecamp and Trello, but there are loads of other options out there for businesses large and small.

Cloud-Based Data Storage

Keeping all of your data in the cloud ensures that any piece of information your employees need at any given moment can be quickly and easily accessed from anywhere. Rather than having to share electronic files via email or shuffle through physical documents, cloud-based storage solutions keep everything in one centralized location. Add to this the ability to collaborate virtually in real-time or have fewer worries about deleting apps and other files to free up device space, and your efficiency will skyrocket.

Employee Engagement Apps

Companies with engaged employees outperform their competition by as much as 202%. Why? Because engaged employees are focused on their work, committed to the company’s success and more likely to stay loyal to an employer for a longer period of time. Employee engagement apps like Bonfyre and 15Five can help keep workers plugged in, foster stronger relationships and even promote healthy competition. The more engaged your team is, the better your company will perform as a whole.

Without question, efficient business practices lead to greater profitability. The tools listed above should help you streamline your operations, optimize time and effort, and create a much more productive environment that will generate future success for your business.

3 Steps to Stronger Employee Engagement

We all know what it looks like when employees are disengaged. You call customer support at a company you once loved and the rep you get rushes you off the phone. The servers at your once-favorite restaurant deliver your meal an hour after you ordered it—and get your order all wrong. Or it takes three phone calls to correct a simple billing error at your doctor’s office, because the billing clerk can’t seem to be bothered to fix it.

Many of us have a breaking point after a few interactions like this, where we can’t take the frustration of dealing with a particular business or practice anymore and decide to move on.   

It seems obvious that the owners should get to the bottom of what’s wrong and figure out some way to inspire their teams to do better so they don’t cause lost business, but that’s not so simple. Employee disengagement is not an easy problem to fix if you’re a business owner.

For one thing, it’s an epidemic. In 2017, Gallup found that 85% of employees are either not engaged at work or actively disengaged. That means most employers are not beating the odds.

If you’re finding your own employees are disengaged to the point they may be driving business away, it’s time to take action. Here are some things you can do to turn things around.

Take stock of your management team.

You’ve heard the saying that employees don’t quit companies—they quit bad bosses. That doesn’t happen in an instant. Prior to saying goodbye to a bad boss, many of these employees become disengaged. They may show up to work but they don’t give it their all. The “disengagement” period may last for years if the employee does not have other career options at the moment.

If you sense your employees are not bringing much energy or enthusiasm to work with them, your management team is the first place to look. In many small businesses, there is only one manager—the owner—so if that’s the case, consider the possibility that you’ve got an opportunity to grow as a leader.

Many owners feel they are too busy to devote much time to building relationships with their employees and take an “all business” approach, but this can backfire. Setting aside 30 minutes every day to walk around the office and ask employees, “What’s on your mind?” can go a long way toward opening up the lines of communication and uncovering what’s causing disengagement, so you can fix it.

Not sure what you need to work on? Your employees will likely hesitate to offer constructive criticism—they’re afraid you’ll fire them if they say something you don’t want to hear— so try engaging a business coach to help you identify areas for improvement.

What if the problem is a manager you’ve hired? Consider setting up regular weekly meetings with the manager about people-related issues, so you can keep your finger on the pulse of what’s happening in the office. Asking questions like, “Who is showing potential to take on the new project we’re planning?” “Which employees need coaching—and what type of coaching do you recommend for them?” will give you an opportunity to troubleshoot and mentor the manager.

Make sure people are assigned to the right projects.

Just because you hired someone to take on a specific job at your company, it doesn’t mean you have to limit them to the work in their initial job description. If you’re discovering that someone on your team has a hidden talent, consider tailoring their job to their talents. Why limit an administrative assistant to answering the phone if he also loves doing graphic design for the firm’s website, and is good at it?

Just make sure that if you’re asking someone to do work that’s usually tackled by someone with a higher title that you promote them accordingly. Nothing erodes engagement more than asking employees to work “above their pay grade” and then failing to reward them for it with the appropriate title.

Be generous.

Many owners think that if they create the right culture, employees will gladly put forth “discretionary effort” without being paid for it. That may be true in some cases, but it won’t be sustainable if your employees are not being paid enough to keep up with the cost of living. Eventually, financial stress will wear them down. It’s very hard for someone who’s worried about paying the rent or an unpaid doctor’s bill to give their all at work.  

Can’t figure out how to pay your team more on a small-business budget? Look for ways to keep overhead down so you can pay employees better wages than your competitors. One way to do this is to hire one really great employee you pay very well instead of two mediocre ones.

Money does matter to employees who have bills to pay, and it’s important to acknowledge that reality in how you run your company. By compensating your team well, you’ll build a stronger, more engaged and more loyal team.

Must-Have Tricks for Increasing Conversion with Landing Page “Thank You” Pages

Running a digital marketing campaign can be simultaneously one of the most frustrating and most fulfilling things a business owner can do. You’re putting your product or service, and your way of thinking about it, on the line – just hoping someone will acknowledge your hard work by clicking, filling out a form, or making a purchase.

You’ve done all the legwork to make it happen and leads are starting to convert, but your analytics show that they’re hitting a wall near the end of your funnel. Could it be that you need a Thank You page to amplify the success your landing page is generating?

Thank You, Thank You: The Page Everyone Overlooks

If you never considered a Thank You page for your site, you’re not alone. Plenty of forms, pop-ups and even check-out pages lack the closure that a Thank You page can give your visitor.

They help in several ways, including:

  • Expressing genuine gratitude. Everyone deserves to be thanked after they’ve done what you’ve asked of them. It’s just good manners.
  • Providing instructions. If there is more to your transaction, like clicking a link in a follow-up email or going to a different part of the site, the Thank You page is the ideal place to outline what comes next.
  • Giving closure to the transaction. When you fill out a form and nothing happens, do you worry that it didn’t actually work? So do your customers. A Thank You page gives them some closure.

Having a Thank You page following actions that visitors perform isn’t a necessity, but if you want more and better conversions, it’s certainly something you should consider adding. They don’t need to be complicated, they just need to be present.

Thanking Site Visitors: Best Practices

When building out your Thank You pages, keep in mind that there’s not one single formula that’s going to work for everyone. You’ll need to tailor the message, images, and other page elements to your audience. That being said, there are some things that are really important, so focus your efforts here first:

Thank the Customer. This is a Thank You page, after all. Thank the customer for whatever they did to trigger that page. Something simple like “Thank you for requesting additional information” or “We appreciate your business. You can track your order using our sales portal located here” will be more than sufficient.

Include a Time Frame. Whether extracting data from your site visitors or selling them the latest widget, give them all the details on the Thank You page. “We will return your email within 24 hours,” or “You can expect your order to arrive within 10 business days” will ensure that site visitors have expectations equal to your ability to fulfill them.

Let Them Navigate. Don’t forget to include a navigable menu. There’s absolutely nothing worse than leaving your potential leads or confirmed customers stranded on a page. Sure, they can back out or type in a new URL, but if you give them more options within your site to visit, you may find they become more engaged with your brand. Using your Thank You page to suggest pages to visit based on the action they took to reach it keeps that visitor wandering your site.

Ready to Become Friends? Your social media presence is hopping, but you can always use more friends. Make sure that links to your social media pages are included on the Thank You Page so that your new biggest fans can join the adoring throngs.

Say Cheese! Even the most basic Thank You page should include a photo of you, your team or another human. Remember, this page is thanking someone for completing an action you requested. In real life, you’d be standing there saying “Thanks, my friend. Good job!” Be there in the digital world, too.

You can find all kinds of advice online about how to build the perfect Thank You page, but these basic elements cannot be underestimated. When your site visitors feel like they’re truly appreciated and even better, by a real person, you can count on better and easier conversions.

Give Them a Reason to Come Back

This may be the last section, but it’s far from least when it comes to a successful Thank You page. Your customer has completed their task and they’re getting distracted again. You have two options: engage them further or let them go, but give them a reason to return. Of course, you’ll have to make that call depending on what it was you thanked them for.

For example, buying a jacket and paying with PayPal might trigger a coupon that brings them back later to use it before it expires. If they signed up for a whitepaper or other kind of downloadable content, a sample of other papers on similar topics might be just what the doctor ordered. You might even drive a downloader to an upcoming live webinar sign-up form.

There’s little on your site that can cement your relationship with your visitors like your Thank You pages. And that’s really what’s at the root of conversions – they’re all about forming new relationships. Thank your visitors, they will notice.

And thank you for reading to the end of this blog.

The Ultimate SEO Checklist For Your Website

There’s a lot about SEO that’s outside of your control. Search algorithms, which sites are linking to yours, and what customers are saying about you are just a few examples.

But when you focus on improving elements that you can control (often referred to as on-page SEO), you’ll often see a dramatic boost in traffic – and as a result, more leads and more engaged audiences.

We’ve created the ultimate SEO checklist for your website to help you have a successful site audit, and clear up any confusion about the latest best practices in search optimization. This list shows the main steps you’ll need to take to improve your site’s SEO, in chronological order.

Download the checklist here.

Best Practices for Using Tags in Marketing Automation

So, your marketing automation software has tagging capabilities, and now you’re flying down your list of contacts, handing out tags like candy at a parade.

But whoa there, cowboy. While frivolous tagging is insanely easy to do (and, we’ll admit, sounds like a bit of fun) this approach can cause big problems down the line. The truth is, like any part of your marketing, tagging should be planned, tested, and optimized to fit your business objectives. Let’s take a look at the top best practices for tagging and segmenting contacts for your marketing automations.

Plan your tags in advance.

Though it might be acceptable to throw down any related keywords that come to mind when you’re adding tags to a blog post, using tags in your CRM works a little differently. Since you’ll be using these tags to plan custom email and advertising content for different groups of people, your tags should include many of the same categories you’re using in your marketing personas. If you don’t, here are some ideas:

  • Demographics. You could go in many different directions with this one, so pick demographic information that’s relevant to your content and your marketing strategies. “Favorite TV show” may be useful when fleshing out a marketing persona, but it may not be so helpful as a tag category (unless, say, you’re Netflix or Hulu, and you want to segment customers based on which shows they like).
  • Customer journey. Where is this contact in the buyer’s journey? Are they freshly aware of your brand, or have they engaged with you before? Have they made a purchase? Multiple purchases?
  • Behavioral. Behavioral tags can include both online and offline behaviors – purchases made in-store, coupons redeemed, subscriptions to mailing lists, or content consumed on your website.

Talk to your whole team to brainstorm category and tagging ideas.

Get input from all of your team members (beyond your sales and marketing staff) for ideas on how your customers should be labelled and grouped. When it comes to segmentation for remarketing and customer retention, you may find a goldmine of insights simply by including your customer service team in this conversation.

Use high level categories, hierarchies, and clear names for your tags.

This one’s especially important if multiple people will be using tags in your CRM. While “LinkedIn” or “Cloud” as a tag may make sense to you, it may be completely nebulous to another user.

Instead, use hierarchical information to give a tag context. Start with a broad category, and separate it off from specifics with a dash or colon. Here are some examples:

  • Customer – SaaS
  • Customer – Agency
  • [Prospect] Project Manager
  • [Prospect] Design
  • Lead Source: LinkedIn
  • Lead Source: XYZ Tradeshow

Now, the high-level categories you choose depend on your business, but here are some ideas:

  • Optin: Segment customers based on how they joined your mailing list.
  • Imported: States where a contact was imported from.
  • Action: These tags describe specific actions a contact took (deleted an email, clicked a link, met with a sales rep, etc.)
  • Interest: Describes a topic or product that the contact is interested in.
  • Purchases: Denotes products or services purchased.
  • Sales: Describes parts of your sales process (for example, “initial contact,” “first follow-up”, “stale.”)
  • Marketing: Describes stages in your marketing.
  • Demographic/Segmentation: These words could be used for a category under which you tag for demographic data, like age, gender, or geographic location.

Pay attention to spelling, letter case, and symbol usage.

It may not seem important now, but if you launch an email marketing campaign that targets “Facebook Users” only to find out that you also have hundreds of contacts tagged as “Facebook” and “FB users,” you may be in for a struggle later. This best practice falls under the broader one above: if you make a plan and predetermine all of your categories and tags, you shouldn’t run into trouble with duplicates and variations.

Generate tags automatically.

Many CRM platforms offer automatic tagging – meaning a customer will be tagged with a specific label automatically after performing an assigned action. Furthermore, these tags are “scored,” meaning you can see if a customer took a specific action several times or just once. This means you can go even deeper with your marketing campaigns, targeting your contacts not just based on behavior but on frequency of behavior, allowing you to dish up unique content for warm leads versus colder ones.

Clean up and archive old tags.

Set a date on your calendar a couple of times a year to check tags for relevancy. Tags will evolve as your business does, so you’ll need to frequently clean up your list and introduce new tags to the mix. If you’re unsure about deleting a tag (but you don’t use it often), don’t remove it – change the category name to “Archive” and give it a descriptive name.

6 CRM Features Your Business Should Be Using But Probably Isn’t

Are you getting the most out your customer relationship management (CRM) software? If your business aligns with the statistics, chances are, you’re not.

Less than half of sales teams even use their CRM regularly – let alone delve into the more complex features (CSO Insights).

The reasons are varied, but the common denominator is this: it’s hard to learn new technologies, and even harder to know how a new tool will benefit you until you’ve had time to acclimate to it. If you’ve had your CRM for awhile but still feel like you’re missing something, it may be time for a deeper dive into some of the less obvious features your solution has to offer.

The Best-Kept CRM Secrets

Your CRM isn’t just a place to store contact information and blast-off emails to your customers. It’s a sales and marketing hub, when used to its full potential, and can actually save you and your team a lot of time.

If you or your sales staff is struggling to get much use out of your CRM, it’s time to explore some of the more niche features that might be exactly what your specific business needs. And although they’re not exactly secrets, they certainly seem that way, given that so few businesses take advantage of them.

So go ahead, read up on the best-kept CRM secrets and put them to good use.

Automatic lead scoring

You may keep track of how hot or cold your prospects are using tags, notes, or other methods – but with some CRM software, you can actually automate the lead scoring process. Assign points to different user behaviors to indicate how serious they are about buying.

For instance, low-scoring behaviors might include clicking a display ad, downloading a lead magnet, or visiting your blog. High-scoring behaviors would include downloading a lead magnet, calling a sales rep, or booking a demo.

Alternate views

Your CRM’s main dashboard may be where you spend all of your time, which makes sense: it’s the first thing you see when you open your software. It’s nice to get a big-picture view of what’s happening with your contacts, whether you have new contacts, and what’s generally going on with your email campaigns. But some CRM programs offer multiple views, where you can filter your data to show specific information.

Project management across teams

Do you use a separate software solution for creating projects, tasks, and assigning them to team members? Your CRM might be able to do this for you — keeping all of your marketing and sales projects in one place. Assign tasks to your sales team, provide deadlines, and get notified upon the completion of specific milestones.

Form creation

There are a million and one ways to capture leads on your website: WordPress plugins, third-party services, and form creation tools built-in to popular website creation tools like Squarespace and Wix. But these often require clunky or manual workarounds to get your leads moved over to your CRM. If this sounds like you, cut out the middleman. See if your CRM has an option for form creation on your site, so you can import leads automatically (and instantly!) to your contacts list.

Custom reporting

Need to justify marketing or ad spend to your boss, or client? Want to track quarterly email performance, or compare the activity of different members of your sales team? Many CRMs have built-in custom reporting, so you can generate exactly the info you need for your business use case.

Automation

A CRM system isn’t just a handy place to store data entries. It’s also an automation tool, meant to make your busy life easier by removing some of your dreaded admin tasks. One of these features is marketing automation. Depending on your particular CRM, you may be able to:

  • Set up and trigger automatic marketing campaigns
  • Set up email templates so you don’t have to create emails from scratch
  • Integrate your CRM with automation tools like Zapier
  • Add site visitors to events
  • Automatically adjust contact scores based on how prospects interact with your marketing content

If you’re using your CRM the same way you’d use an Excel spreadsheet, we have a message for you: you can do so much more! So go out and take another look at your CRM to see what you’re missing. It might be just the thing you need to save yourself precious hours every week.

Posted in CRM

A Positive Strategy for Managing Disagreements in the Workplace

As long as there are humans in the workplace, there will inevitably be disagreements. How you respond to and manage that conflict can determine how successful you’ll be throughout your career. Whether you’re a front-line employee who needs some guidance for how to handle discourse amongst coworkers or you’re a manager who is tasked with keeping the peace with your team, here are a few tips for turning disagreements into positive, productive conversations.

Be aware of your tone.

The tone of a person’s voice plays a big role in how they are perceived. In fact, one recent study found that the sound of a speaker’s voice is twice as impactful as the actual message they’re conveying. If you raise your voice during a disagreement, it can easily make an already negative situation even worse. Before you speak, take a step back and get control over your emotions. This will help you level your tone and avoid adding fuel to the fire.

Use “I” statements instead of “you” statements.

By focusing on the person you are disagreeing with, your message can be perceived as combative. Shifting the focus back on yourself – how you are feeling and why – can diffuse the situation and open the door for positive resolution. For instance, instead of saying: “You are giving me too much work,” say “I am feeling overwhelmed.” That subtle change can make a world of difference in the direction and outcome of the conversation.

Come prepared.

The best way to build a case against your opposition is to do your research so you can come prepared. Let’s say a team lead is planning on moving forward with a marketing strategy that you feel isn’t going to produce the kind of results everyone is hoping for. Conducting research and coming armed with something concrete to backup your argument (i.e. what you believe is a better strategy with quantifiable evidence of why) can strengthen your position and improve your odds of swaying the other party.

Don’t let it get personal.

Most workplace disagreements are strictly professional in nature. The problem is, when someone speaks out against you, it’s easy to feel personally attacked. Furthermore, when disagreements are allowed to escalate and get heated, it can be tempting to resort to “low blows” in order to gain traction. Regardless of the topic at hand, keeping things professional is absolutely critical to reaching a resolution. If you are really feeling attacked or tempted to lash out, step away and reconvene if you have to.

Don’t forget body language.

Remember, communication isn’t just about the words that are coming out of your mouth. Your body language can also say a lot about what you’re trying to convey. Be mindful of how you are standing and interacting with the other party. Avoid putting up barriers, such as holding up your hand or crossing your arms. Make eye contact and nod to show the other party you’re tuned in. Whether you’re speaking or listening, be aware of your gestures and facial expressions.

Be willing to compromise but know your non-negotiables.

Resolving a disagreement often requires both parties to give a little and reach a compromise. Try not to head into arguments or debates with the idea that it’s your way or the highway. Instead, be open minded and willing to meet the other party halfway whenever and wherever possible. You should also know, however, what things you’re not willing to negotiate and have a plan for how to address those things if and when they come up. At the end of the day, it’s really just about give and take.

Workplace disagreements are par for the course. By knowing how to approach these situations, you’ll be able to manage emotions and facilitate healthy conversations that affect change in a positive, productive way.