Linkedin Fail Spelling

 

Most of my firm’s engagement with businesses begins with over-arching strategy. We work together to develop a plan for the organization’s communications so the company can achieve its goals. As we begin, an audit of the company’s online presence ensues, and it always — ALWAYS — reveals some, er, opportunities for improvement.

Basic Training for Your Business

There are a few items that are long overlooked, that most (OK, every) companies we’ve helped have needed to tackle:

  1. How does your company look online, particularly in the business networking space. Do your employees use LinkedIn? How have the represented your organization there? Is it consistent? Are they representing your business in a professional, knowledgeable manner?
  2. Do your company representatives have head shots? Were they taken, last, in 1985 in an Olan Mills studio? Time for an update.
  3. Please tell me your company has a website. OK. Who has access to it, and do they know how to update its content?
  4. What kind of traffic does your company website have — and WHY? What is attracting people to your company’s overall online presence? Is it what you want it to be?
  5. Do you know  how to monitor what’s being said about your brand, your employees, your business online? Someone needs to, and several people need to be trained in the right ways to be both responsive AND proactive.

Don’t worry — you’re not alone in your business needing to get down to these basics, but you’ll find once your leadership embraces these, and begins to take on each one, you can return to the business of strategically making progress toward your communications goals, without the kinds of obstacles that drive your audience away.

We’ve all had it: professional connection remorse. Once upon a time we worked with a colleague or otherwise had a relationship with someone with whom we connected on LinkedIn. At the time, it made sense. At the time, the connection was valuable to both parties. But now? Now that’s just somebody that you used to know. So,while you’re packing up the vinyl and sending back borrowed T-shirts, take a look at your LinkedIn connections and, if necessary, clean them up. Here’s how:

 

  • Login to LinkedIn
  • Click on Network
  • Click on Contacts
  • Scroll down to find the contact you want to ditch, or you can use the search function to find their name
  • When you hover over that contact’s entry on your list, some options will appear, including one that reads: More. Click on More.
  • The option to “Remove Connection” will then appear. Click this option to forever sever ties with your connection.

Now, go eat some Ben and Jerry’s and remind yourself that you’re a good person. 

 

We work with the team at The C’ville Market; we help them with branding, their social media presence, their marketing, and their public relations. We love getting to know them and helping share their stories with customers and with the community at large.

Today we had a gratifying moment because a customer commented on the Facebook page the following:

Dear C’ville Market. You are doing such an incredible job with your postings. I look forward almost every day to see if you have a sale, a recipe, info on your staff and insight into what’s happening around town. Just want to say Thank You! Your effort keeps me shopping there.

Facebook comment

 

That’s just the kind of reaction we were hoping for! If you’d like to see what The C’ville Market is doing online, you can follow their blog, http://cvillemarket.com/blog/ be a fan on Facebook https://www.facebook.com/cvillemarket  or watch what they do on Twitter https://twitter.com/cvillemarket

 

We’re way past the late nineties, when business owners were just beginning to realize they needed a website for their business, and yet, some know as much about how their website is doing as they did when they first launched their online information. That’s bad, and irresponsible. A hands-off approach to this critical calling card for your business is dangerous. At a minimum, every business leader should know the following about their company’s website:

  1. What is the typical traffic to the website? Do you get 10,000 visitors or 50? Is the traffic steady; are there predictable peaks and valleys?
  2. If you own multiple domains, do they all redirect to a single, main domain URL where you track your statistics?
  3. How high is your bounce rate? This statistic tells you whether visitors to your site are finding what they seek. If they don’t they “bounce” right off, moving on to another resource. (In general, lower is better. Bounce rates over 60% may indicate a problem with your content or the site display.)
  4. Does your website publish an RSS feed and is there an easy way for visitors to subscribe to updates?
  5. What is your website built in? (Many people have no idea. If the answer is “Dreamweaver” it’s time for a new website.)
  6. What is the most popular content on your website? A quick look at Google Analytics (you DO have Google Analytics for your website, don’t you?) can tell you the most visited pages/most compelling information your visitors want to know.

It’s easy to learn all of this, and someone in your organization or the vendor who helps manage your website should quickly and easily be able to catch you up to speed on all six items.

I went with several colleagues to listen to Dan Pink at the Virginia Festival of the Book Leadership Breakfast this morning. Dan’s new book (we’re fellow authors — I can call him Dan, right?) is To Sell is Human. The point of the book, and Dan’s talk, was that we’re all in the business of selling, persuading others to provide us with something they value in exchange for our products, services, or intelligence. People have such a negative reaction to the term “sales.” I tend not to think of myself as a salesperson and even shy away from thinking about anything I do in terms of sales. But of course, it is. I own a business; we provide services for which we are compensated. If it didn’t work that way, the business wouldn’t exist.

Dan shared a lot of data from his research on our thoughts, as a country, about sales. One part of that research focused on whether people who were extroverts were better salespeople, or if the introverts boasted better numbers. We tend to think that it’s the outgoing, gregarious (perhaps even backslapping, glad-handing, aggressive, pushy) person who gets the sales. Some of us want to think introverts do it better; they listen, and therefore provide better solutions. Naturally, the best sales people, and most of us, in fact, fall somewhere in the middle. The extremes do poorly. The balanced excel.

The big takeaway for me was Dan encouraging people in the audience to “be more like yourself.” Once again, authenticity wins.

Are you in sales, or have sales in your job description? How do you feel about it? Is it a difficult or easy part of your job, and how do you think you do?