Tag archives for Business

Tips on Enhancing Your LinkedIn Company Page

Linkedin Tips 300x199 Tips on Enhancing Your LinkedIn Company Page

This week LinkedIn released a list of the 10 best company pages in 2013. LinkedIn reached out to its members and asked them to nominate businesses and organizations who inspired and engaged users. The list of top companies included: Adobe, Dell, Four Seasons, and Hubspot, to name a few. This begs the question: What encompasses a great LinkedIn company profile?

A great LinkedIn company profile can complement your website and allows you to build a following of professionals who are interested in your products or services. Here are some tips to help you enhance your company page:

Optimize your page

Have you filled out the Products/Services section of your LinkedIn profile? If you answered no, then that needs to change. Marketers who utilize this section tend to attract twice as many followers. Use this section to explain what you do and give users more reasons to follow you. Along with this, company pages are very SEO friendly. Google previews up to 156 characters of your pages text. This means you should take the time to edit your description and use keywords that describe your area of expertise.

Make sure you have a good banner image

It goes without saying that the first thing a user sees on a company page is the customizable cover image. This image welcomes users to your page, so you should definitely make it pop. You can use this space to share company specific info, upcoming event info or even a new product or app launch. Ultimately you need to choose an image that represents your company and concurrently impresses potential followers.

Post engaging content

It’s very important to update your page regularly. LinkedIn is a social marketing channel, which means you need to be social! You should use this channel to share new blog posts, product announcements, company updates and other relevant news. Users are following you because not only are they interested in your business, but they also want to know what you’re up to. Just taking a few minutes a day to update your page regularly will help make your page engaging and resourceful.

Final thoughts

LinkedIn provides companies, brands and small businesses the opportunity to share their stories, and engage with potential and current customers. It’s also important to note that LinkedIn, like other social media platforms, also allows companies to engage with employees and partners. By utilizing the tips provided above, businesses can achieve greater visibility and also add value/thought leadership to their industry.

Image courtesy of Socialmediamx. Originally posted on the Activa PR blog.

 Tips on Enhancing Your LinkedIn Company Page
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Tips for Building Loyal Brand Advocates

7214953050 f90567f11c m Tips for Building Loyal Brand Advocates

Consumers are influential. They have the power to influence their peers to buy or not buy your products – both offline and online. How is this determined? Based off their experiences with your brand. Creating a brand advocacy program can help you take steps towards turning your customers into advocates. Here are some tips to help you get started:

Know Your Content

Before you decide on what you say to your advocates, you should know the story you’re trying to tell. It’s important to determine your tone of voice, narrative, platform and even your content creation process. Understanding the process of content ideation, creation, approvals and distribution can be demanding – which is why it’s important to create a structure. The combination of everything outlined above will allow your advocates to help you tell your brand story.

Appreciate and Thank Often

At the core of building brand loyalty is rewarding and thanking users for their activity and engagement. Taking the time to say thank you forms a positive reciprocal relationship between you and the consumer, and brands that take advantage of this early on can create loyal advocates. If someone is taking the time to support your brand, you should ask yourself how can you say thank you?

Evangelize internally

In an earlier post I shared the importance of embracing employees as brand advocates. Employees continue to be one of the most under-leveraged resources for many brands. From experience, I’ve found that this is often caused by departments being siloed, which creates a lack of communication. Building a successful brand loyalty and advocacy program includes a company-wide initiative. You should ask yourself, if your employees won’t buy your product, then why should anyone else?

Listen and Learn

If there is anything word of mouth marketing has taught us, it’s that customers want to be heard, and not only that, they want to make sure you’re actually listening. Advocates are not only keen on sharing experiences about your product or services, they can also provide insights and suggestions. If you’re listening but not doing anything with consumer feedback, you’ll build brand critics, not brand advocates. The importance here is engaging and adding value for your customers. In turn, they will appreciate your efforts and recommend you to others.

Are there other tips I’ve missed? Share them in the comments below.

Image courtesy of Jenni Rodger.

 

 Tips for Building Loyal Brand Advocates
Posted in Online Marketing, Social Media | 2 Comments

4 Types of Social Media Mistakes

oops 300x248 4 Types of Social Media MistakesThere are many examples of social media infractions by companies, but the good news is that these types of experiences force marketers and senior executives to take notice and become more responsible about social media. In an earlier post I shared tips on how organizations can respond to criticism on social media.

While examples provide a good baseline of what “not to do,” they also help you take a step back and explore the different types of social media mistakes you should avoid. Here are a list of top social screw-ups and what you can do to avoid them:

Mistake #1: Lacking a Presence

Not having a social media presence could be considered slander in today’s digital marketing world. Social media gives your brand the opportunity to have a voice that reaches a wider and diverse audience. Solution: Learn to let your hair down, be open, insightful and deliver to your targeted demographic. Also take some time to listen to what others are saying about you – this will help you understand the general sentiment and deliver content accordingly.

Mistake #2: Poor Customer Service

Sub-par customer service and poor-performing products have no place in today’s social landscape. Consumers are quick to share their dissatisfaction, whether it’s Twitter, Facebook or any other social platform. Solution: Listening will help you capture negative experiences customers are sharing. As an organization you need to set certain expectations and make it right with the customer.

Mistake #3: Poor Responses

Whether it’s taking too long to respond or offering oblivious responses to consumers – these are all reflective of your brand. Many companies are past due in realizing that anyone using a corporate account speaks as the voice of the company across social media. Solution: Offer organizational social media training that is compliant with social protocol and will also help mitigate embarrassment for your brand.  

Mistake #4: One-Time Fiascos

The reality is that mistakes happen (although one could argue that some are more obvious than others). Some mistakes even originate outside of social media, but the new digital landscape offers consumers an opportunity to relay their opinions and responses quickly. Solution: Create a social media disaster plan. The worse possible response you can have to a social media mistake, is no response at all. You need to show consumers that you care. This means developing a plan to get out a message, apologizing and participating in the discussion.

Are there are other mistakes/solutions that you’ve come across? Share them in the comments below!

 4 Types of Social Media Mistakes
Posted in Customers, Online Marketing, Social Media | 2 Comments

Responding to Criticism on Social Media

facebook dislike button 300x127 Responding to Criticism on Social MediaSocial media is a great platform for companies to share, extend and enhance their brand awareness. It has the ability to bring brands and consumers together, but it also opens the door to transparency and open criticism.

Whether it’s an angry customer complaining about their experience, a former employee bashing you, or even a competitor snooping on your activities, these situations happen to every brand. By now you may have heard of the disgruntled British Airlines customer who spent $1,000 on promoted Tweets to share his negative experience. The result? His post was seen by more than 300,000 followers (negative brand awareness for BA!) and in the end, he was able to get his issue resolved.

So the question remains: What should you do in these types of situations? Here are some tips to help your brand respond to criticism on social media:

Listen

Before making any decisions, you should know what consumers are saying about you. The only thing worse than being criticized, is not knowing that you’re being criticized! Monitor keywords and social conversations to know exactly what’s being said about your brand.

Evaluate

Now that you’re monitoring what is being said, you need to evaluate whether criticisms are actually valid or not. Are your customers telling the truth? It’s better to acknowledge a weakness, than deny them. It’s important to remember that social conversations happen in public forums, so any response is a reflection of your brand. This means you need to take time to evaluate whether the criticism warrants a response.

Plan

Results from a recent study by Oracle illustrated that 81% of Twitter users expect a same-day response from a company. What does this mean? When consumers criticize your brand or share a negative experience, you should acknowledge the issue or complaint as soon as possible. This helps consumers feel heard, and also encourages them to work with you because you’re showing that you care. Remember that social media helps you humanize your brand. You should treat consumers with respect as you respond.

Let it Go

The truth is, you can’t please every consumer or satisfy every critic. However, you should make an effort to show your community that you care. Making an effort to acknowledge and trying to resolve a situation will only benefit your brand!

 Responding to Criticism on Social Media
Posted in Customers, Online Marketing, Social Media | 4 Comments

Social Media: Employees Are Your Best Brand Advocates

brand ambassador Social Media: Employees Are Your Best Brand AdvocatesOne of the most under-leveraged resources for many brands comes from within: their employees. Research has continuously shown that people trust word of mouth or recommendations anonymously or via personal networks. So then this raises the question – why don’t more companies leverage the support of their employees? (Hiring interns is not the answer to this question).

While Social media has a reputation for distracting employees, it can actually have the opposite effect if used properly. Platforms like Facebook, Twitter, etc. can improve communication between an employer and its employees, along with employees and coworkers. Here are some steps an organization can take to start engaging employees in their social media activity:

Training

Employees need to be trained on the uses and misuses of social media. Along with this, they need to understand that they will be held accountable if they write something that damages the reputation of your brand. Don’t assume they know this! Have clear guidelines and a social media policy can help veer this discussion in the right direction.

Encourage Sharing

A great way to engage employees is to encourage them to share and lobby on behalf of the brand online. However, before you launch the proactive army of bloggers, Facebookers or Tweeters – you need to make sure you have a social media policy in place. A social media policy should be high priority for your brand, because sometimes even well-meaning employees can severely damage your company’s online reputation.

Lead by Example

If your company is not on twitter, then why should your employees? If your business is not blogging, then what incentives do employees have to write on behalf of the company? Offering an existing channel where you’re successfully sharing content provides good examples for employees.

Final Thoughts

Whether it’s a potential customer or potential employee, people will always research companies to find more information. Having a team of savvy and successful brand ambassadors can help set the right tone and shows that the company cares about what is said about their brand online.

 

 Social Media: Employees Are Your Best Brand Advocates
Posted in Customers, Engagement, Online Marketing, Social Media | 3 Comments

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