Tag Archive for: online engagement

4 Top Strategies for LinkedIn Company Pages

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LinkedIn company pages are a free tool to draw attention to your business. You need to work to attract attention to your page.

Company pages are a must have for all organizations, especially business-to-business organizations and anyone looking to attract employees. Anyone looking to verify what your business is all about is likely to use LinkedIn as a source.

As with other social platforms, you need to make some effort to draw attention to your page. Here are the fundamentals:

  1. Make sure your page is accurate and complete. Fields and options are added all the time. Check your page periodically to make sure you are taking advantage of the latest.
  2. Invite your personal connections to follow your page. LinkedIn has a built-in tool to make that easy. On a related note, be sure to connect to all of your clients on LinkedIn. Quickly grow followers by asking customers, prospects, and stakeholders in your first-degree personal network to follow your Page.
  3. Ask employees to connect your page to their LinkedIn profile work experience. Then, every time a connection request is sent to one of your employees, the requestor will be prompted to follow your Page.
  4. Use and follow hashtags. Generate awareness among new audiences by clicking into your page’s community hashtags and engaging in the feed.

The Up-Side of Email Unsubscribes

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If you are like most marketers, you watch your unsubscribe rate with every email you send. You live in fear that lots of people will leave your list. In these days of distilling everything into a metric, no one wants list size to decline. A smaller number is bad, right?

It’s time to think more broadly. Email unsubscribes are not necessarily an indication of a problem.

For most organizations, there are more important goals of engagement than the raw number of people reached. A smaller list, is likely better.

Lots of disengaged subscribers messes up your email performance metrics.

Subscribers who are disengaged make it harder for you to see the real impact of your messages on those who are interested.

You want the right people.

Focus on getting the right subscribers, not just a lot of subscribers. You want the most qualified prospects and customers.

Engaged subscribers make relevance clear.

When you remove the clutter of unengaged subscribers, it becomes easier to make messages relevant. If the message does not connect with an audience you know cares, then it is time to refine and refocus.

Give up control. 

Allow subscribers to pick what they get and how often they get it. They are engaged, so let them have some control in the relationship. Give them choices beyond “in” or “out.”

Learn from every unsubscribe.

Reality is that people will leave your list. The unsubscribe confirmation screen should offer 3-5 options for the person to tell you why they’re leaving. You won’t ever really know why someone leaves your list unless you ask.