Four local girls basketball teams will get their first up-close looks at each other this weekend as the 39th annual Lady Panther Classic begins today at McKinleyville High.St. Bernard’s will get the weekend started with a first-round clash against Redding Christian at 5 p.m. and Fortuna will finish the night up with a contest against Yreka at 8 p.m. while the tournament’s host team, McKinleyville, will face Hoopa in its first-round matchup today at 6:30 p.m.The best offense is a…Good …
Share Facebook Twitter Google + LinkedIn Pinterest With passionate farmers and ranchers across the country eager to share the story behind our food with consumers, the U.S. Farmers and Ranchers Alliance announced the eight finalists in its third Faces of Farming and Ranching contest. This program searches for the men and women who grow and raise food, from row crops and veggies to beef and pork, to help put real faces on agriculture. Ohioans Lauren Schwab and Emily Buck made the list.Schwab is a freelance journalist and is employed on her family’s 1,100-sow farrow to wean swine farm in Butler County. She works as the farrowing house manager.AUDIO: The Ohio Ag Net’s Ty Higgins visits with Schwab about being named a finalistUSFRA Faces Lauren SchwabBuck is an Associate Professor at The Ohio State University in agricultural communication and lives and works on a Marion County grain and sheep farm with her husband John and their daughter Harlie Grace.AUDIO: The Ohio Ag Net’s Ty Higgins visits with Buck about being named a finalistUSFRA Faces Emily BuckFinalists were selected from all eligible submissions based upon four main criteria. Judging criteria included: demonstration of initiatives that advance the field and show dedication to continuous improvement; proficiency in public speaking; active participation in creating dialogue about entrant’s work via traditional and social media channels; and demonstration of a deep understanding of agriculture-related issues.Winners will share their stories and experiences about how food is grown and raised in the United States on a national stage through media interviews, consumer-facing public appearances, blog posts and more.Visit the USFRA website to learn more about each of the finalists and watch short videos highlighting their operation. Then, vote for finalists who will best represents the passion and innovation driving agriculture today. Votes will be factored into the final decision-making process that will determine the next Faces of Farming and Ranching. Voting ends on Sunday, October 23rd.Winners will be announced on Nov. 9, 2016, during a USFRA press conference at the National Association of Farm Broadcasting Convention (NAFB) in Kansas City.
PANAJI: Goa Tourism Minister Ajgaonkar on Saturday directed his department to post lifeguards at Harvalem waterfalls in Sankhalim, North Goa, following reports of locals and tourists dying at the spot. On Saturday, a 29-year-old man drowned there while on a picnic with seven other military hospital personnel from Panaji. The Minister said that locals had warned the group not to enter the water. “Time and again, the tourism department informs people not to throw caution to the wind,” Mr. Ajgaonkar said.The Bicholim police said that the picnickers went for a swim. Seven were rescued, but one drowned.
A day after the Central Bureau of Investigation said the role of mining ministers in Uttar Pradesh under the tenure of Akhilesh Yadav would be probed in connection with alleged illegal mining, the Samajwadi Party chief on Sunday the “BJP has shown its true colours.”Mr. Yadav suggested the raids by the CBI by opening up old cases were an attempt by the BJP-led Centre to stop the SP-BSP alliance. The two parties along with the RLD are close to formally announcing an alliance for the 2019 Lok Sabha election.”The Samajwadi Party is trying to win as many Lok Sabha seats as it can. Possibly the CBI or the government that runs the CBI is trying to…What do we have? We can form an alliance and go to the people. And those who want to stop [us], what do they have? They have the CBI,” Mr. Yadav told reporters here.Mr. Yadav, who served as Chief Minister of UP from 2012 to 2017 and held additional portfolios of mining in 2012 and 2013, also said he was ready to be questioned by the probe agency.”If they question us, we will have to answer. We will give them an answer. But the people of the country are ready to give an answer to the BJP,” said Mr. Yadav.The SP national president also used sarcasm to allege political motive of the CBI raid.”I’m happy the BJP has once against shown its true colours. First the Congress gave us an opportunity to meet the CBI, now the BJP is giving us an opportunity,” said Mr. Yadav.He also warned the BJP that it would also have to face the brunt of the “culture” it was leaving behind.The CBI on Saturday said the role of the mining Ministers in UP between 2012 and 2016, which includes Mr. Yadav, may be probed in connection with a fresh case of alleged illegal mining of minor minerals registered on the direction of the Allahabad High Court.The CBI registered an FIR against 2008-batch IAS official and then Hamirpur District Magistrate B. Chandralekha and 10 other individuals, besides unknown officials and persons. Among those named in the FIR are SP MLC Ramesh Kumar Mishra and Sanjay Dixit, who fought the 2017 election on Bahujan Samaj Party ticketSearches were carried out on Saturday on 14 premises of the accused persons in Delhi, Hamirpur, Lucknow, Kanpur and Jalaun. The FIR alleges that public servants allowed illegal mining of minor minerals between 2012 and 2016 by the fraudulent granting of fresh or renewed leases. Officials also allegedly permitted mining by the existing lease-owners during the “obstructed period” when the National Green Tribunal had barred the activity. The leases were also issued in violation of a May 2012 order of the State government for e-tendering.
Share . The book’s been a runaway success (I think it’s because of the cartoons, but my co-author thinks its the marketing advice — you decide). Inbound Marketing: Get Found Using Google, Social Media and Blogs Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack By the way, if you’re a Seinfeld fan, what’s your favorite episode/scene? (I’m looking for more ideas for future cartoons). Looking to get more organic traffic from Google? You need to create content that’s worthy! (Yes, it’s that simple. Not easy, but simple). Originally published Nov 6, 2009 3:18:00 PM, updated March 21 2013 If you liked this cartoon, you can find more cartoons in the recently released book:
Originally published Sep 7, 2010 3:00:00 AM, updated July 28 2017 We’ve already discussed what you need to think about before you even begin your website redesign project , now we’re going to discuss what SEO elements you need to keep in mind once you start the process.Free Workbook: How to Plan a Successful Website RedesignOnce again we turned to our well versed team of HubSpot Partners to gain insight into how they approach the process.Don’t Lose Sight of Your Old SiteSure, your website might need a redesign, but that doesn’t mean everything you currently have is terrible. Partner Tony Meister of NetSolutions Group says “the biggest mistake…would be to leave out 301 redirects consequently sacrificing all the work that was done to get the rankings. On that end, another mistake would be to neglect [thinking] about navigation structure and how the [old] site effectively leverages SEO in the subpage hierarchical navigation.”Even if you do decide to completely redo the navigation, Tony’s first point holds true. Your old site hopefully had some SEO rankings that you, at some point, invested time (either in content creation, keyword research or more) to get. Make sure everything is done correctly in order to not waste the time you’ve already spent on it.Make Sure SEO is Always Being EvaluatedYes, SEO is not the end all to be all when you are redesigning your site. However, that doesn’t mean that it should be overlooked in favor of design, content, etc. Top Line Results’ Todd Hockenberry states, “SEO is [often] an afterthought and not the primary driver that it should be.” While SEO might not be as visually appealing as a great website header or logo, think about which one is more likely to bring leads to your site and invest your time wisely.The SEO ScoopSure there are some people who get downright giddy when they talk about SEO. You may or may not be one of those folks. But even if you aren’t, any good website designed with inbound marketing in mind takes into account SEO strategies. No matter how gorgeous your new site looks, if visitors can’t find you online, no one is going to be able to appreciate your hard work and you certainly won’t see the benefits. Website Redesign Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
on the topic. Based on over 170,000 blog posts I’ve created a visualization of the best times and days to post for views, links and comments. Click on the image below to see it full-size. Originally published Dec 8, 2010 5:51:00 PM, updated October 18 2015 For more data like this, be sure to Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack . In working on the data for my big overarching post for ProBlogger Science of Blogging webinar tomorrow register for tomorrow’s webinar Over the past few years, I’ve researched and written a lot about the best time, and recently, I wrote a , one of the most important questions I could ask my data was “when is the best time to publish a blog post?”
Mobile Marketing Originally published Jan 4, 2012 3:45:00 PM, updated October 20 2016 Topics: Located at the intersection of mobility and marketing, the “check in” is one of the latest iterations of social media marketing.Location-based social media, such as Foursquare , encourage consumers to “check in” at a business using their smartphone, allowing them to keep the people in their social network constantly apprised of their whereabouts.For example, friends meeting at a bar/club or family members gathering at a ballpark/stadium can check in to those locations using these social media tools. And in exchange for patronizing and promoting their venues via these tools, many businesses reward their customers. Foursquare, for example, bestows the title of “Mayor” on those frequenting a particular establishment the most often during a given period of time. In a nutshell, check-in promotions offer one more channel for marketers to engage consumers with their brands.Before you try running your own check-in campaign, check out these 7 tips for success: 1. Reward the Right Behaviors As with any other marketing initiative, it’s important to provide incentives that reinforce the behaviors you’re trying to induce. If in-store visits are the goal, your check-in promotion needs to reward that behavior. If your objective is creating awareness for a specific product or service, be sure your check-in promotion reflects that. 2. Get the Ball Rolling If you’ve ever been the first one to arrive at a party, you know that awkward feeling when it’s just you and the host until the other guests arrive. Seed the action by offering a special incentive for the first, or the first 10, checkins. 3. Stand Out From the Crowd Anybody can offer 10 or 20 percent off this or that. Where’s the excitement in that? Create check-in promotions that make customers feel special. Hold a monthly inauguration celebration for your “Mayor” during your busiest times, and do it up right. Hand them the proverbial keys to your business, or give them a one-of-a-kind T-shirt or baseball cap. It doesn’t have to be expensive; it just has to be memorable and fun. 4. Keep in Touch… With Your CRM While a standalone or one-off check-in campaign has some value, check-in promos tied into the rest of your inbound marketing programs are better still. Make sure you connect your check-in systems to the rest of your inbound marketing platform so you can analyze the results and leverage the social networks you’re working so hard to tap into. 5. Follow Through in Advance If check-in campaigns are new for you (and for about 98 percent of you, they are), be sure that everything needed to fulfill the rewards is in place before you roll out the campaign and that your staff understands how the campaign works. Almost nothing is worse for a business than setting up expectations and failing to deliver on them. 6. Spur Socialism Remember, this is social media . Use checkins to multiply the uptake on your campaign by reminding and rewarding people who bring a buddy—the more the merrier. Not everyone has to check in; they just have to show up with someone who does. 7. Metrics Still Matter Use your inbound marketing platform to measure and analyze the results of your check-in promotions. Keep an eye on total checkins, total spend, spend per checkin, social influence, and how many other online behaviors (such as email opt-ins, Likes, or tweets) customers engage in.Check-in mobile marketing is just getting off the ground. Every marketer is learning as they go, but here’s the key— learning . Apply solid marketing principles, and test and modify so you can improve with each campaign. Is mobile part of your 2012 marketing strategy? Join us for our free mobile marketing workshop on Thursday, January 12 at 12 PM ET to learn how to master mobile marketing in 2012. Reserve your seat for the webinar here . Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Customer Retention Rate by Industry Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Customer Retention Why is Customer Retention Important? Topics: What’s the most effective way to grow a business?You might think that the answer is to sell to more customers, but that’s only one piece of the puzzle — in fact, it might not be the most important piece of the puzzle. That’s where customer retention comes in.Once you’ve created a killer product and have identified your target market, company growth can start taking off — and it’s important to dedicate just as many resources to retaining existing customers as to selling to new customers.And that’s what your customer success team is for — to help customers see value and achieve goals using your product or service. But there’s more to it than just answering their phone calls and helping them onboard with your software — it’s about creating a process from the very beginning that fosters communication, trust, and mutual growth.Start solving for the customer today with these 17 templates. Read this guide to learn all about customer retention — how to measure it, why it’s important, and how to foster it with every new customer you attract. Average Customer Retention Rate by Industry Retention Rate Formula Customer retention refers to the ability of a company to — you guessed it — retain customers. Customer retention is impacted by how many new customers are acquired, and how many existing customers churn — by canceling their subscription, not returning to buy, or closing a contract.Over the course of a given time period, customer retention is measured by customer retention rate — more on that below. Retention Rate Formula Customer Retention Definition Before you begin to even consider a retention strategy, you need to understand what your current customer retention rate is.You’ll first need to define a period of time — whether that’s quarterly or yearly. Then, follow this formula:Customer Retention Rate = ( (# Customers at End of Period – # Customers Acquired During Period) / # Customers at Start of Period) ) X 100For example: Imagine you start the year with 20 customers, gain five new customers in the first quarter, and have one customer churn.( (24 – 5) / 20 ) ) x 100 = 95% retentionHere’s another example: You have 44 customers, you gain 12 new customers, and 13 customers churn:( ( 43 – 12 ) / 44 ) x 100 = 70% retentionOnce you know your rate, you should consider doing an audit of your churned customers to determine similarities in reasons for leaving or types of customers that leave. You might find that customers with a certain budget or at a certain company size are more likely to churn than others. Consider if you can add qualifying questions to your sales process or revise your ideal buyer persona to better reflect the attributes of your most loyal customers.Why is customer retention important?Customer retention is important to any growing company because it measures not only how successful they are at acquiring new customers, but how successful they are at satisfying existing customers.It’s also easier and more cost-effective to retain customers than to acquire new ones, returning customers spend more and buy more often, and refer friends and family. Only a 5% increase in customer retention can increase company revenue by 25-95%.The numbers don’t lie: Retaining customers brings companies a ton of ROI.There are a few reasons why customer retention is critical to company growth and success:Affordability: It’s 5-25X more expensive to acquire a new customer than it is to retain an existing customer. (HBR)ROI: A 5% increase in customer retention can increase company revenue by 25-95%. (HBR)Loyalty: Retained customers buy more often and spend more than newer customers. They’ve learned the value of a product or service and keep coming back, again and again. (American Express)Referrals: Satisfied, loyal customers are more likely to sing a company’s praises and refer their friends and family — bringing in new customers, free of charge. (American Express)It might seem obvious — of course, companies should want to retain customers — but when companies start growing quickly and struggle to implement a solid customer support program, proactive customer support for existing customers can slip through the cracks. Average customer retention rate varies across industries. According to Mixpanel’s 2017 Product Benchmarks report, for most industries, the average customer retention rate was below 20%. In the media or finance industries, retention over 25% is considered above average, and in the SaaS industry, retention above 35 is considered above average. Customer Retention Definition But when companies dedicate time, resources, and creativity to improve customer retention, not only does it make customers happy, it brings the companies more success, too. We’ll review strategies that will help you improve your increase customer retention next.Customer Retention Management StrategiesBefore diving into these customer retention management strategies you may implement and experiment with, let’s answer an important question first:What is customer retention management? Customer retention management is the process of maintaining relationships with your current customers to delight them long after they purchase your product of service. It requires you to encourage these customers to remain loyal to your business, continue paying for your product or service, and become and remain your brand advocates. Who manages customer retention?Customer retention is typically managed by customer success. The role of this team is to work with and delight your customers throughout the duration of their relationship with your company (no matter how long or short this timeframe may be).Customer success teams should not only work directly with your customers to improve and maintain retention, but work with other teams within your organization to do so as well. For example, customer success should help teams like sales or customer service and support — roles that have the potential to directly impact retention — organize, manage, and improve all aspects of the customer experience. This way, you entire business works together towards consistently improving customer retention. Now, let’s look at those strategies to help you with customer retention management. 1. Highlight case studies during the sales process.A significant portion of the sales process should be focused on determining if your company and the prospect are the right fit — from both a relationship standpoint, and how you will work together.Share previous case studies that reveal your company’s style of communication and collaboration with customers and the results you achieved for customers. You could also share testimonials from current customers to really bring it home for them just how much you partner with them.It’s similar to researching any big buying decision. You want to know if and how it will work before you make a purchase. If the customer truly understands this, they will be more likely to properly set expectations and be happier with their experience once they sign on.2. Set expectations early and often.If you don’t set expectations and communicate these clearly, customers can easily become upset. They might believe you can deliver on certain results, while in reality, those results are only seen in month six or with additional initiatives and work input.In addition, your customers are coming from very different businesses. One customer might feel that your prices are high, and therefore, they expect an extremely high amount of expertise and “white glove” customer service, while for another customer, you might be one of many different company partners, and the customer cares more about your ability to collaborate than care for their brand.Understanding these points of view and communicating deadlines, progress toward goals, what’s included in a project, your process, your communication style, etc., is essential for making sure expectations are met. This, in turn, will keep customers happy with the relationship, longer.3. Communicate results on a regular basis.Customers are more likely to stay with your company if your product or service is delivering results and ROI for them. If a customer can point to the fact that your company has influenced or increased leads, MQLs, SQLs, lifetime value, their own customer retention, etc., then it will be much more difficult for the customer to say goodbye.That means you need a good system for tracking and reporting on the metrics that really matter to the customer, which should relate to the goals you established together. Be transparent about the activities you executed on last month, the results you saw, where you see opportunities for improvements, and what you will work on next month. In addition, use a project management tool so that the customer can easily see how far along the team is in a project.4. Create a roadmap for the future of the relationship.Many people compare the customer-company relationship to dating — and this isn’t that far off. And it’s especially true when you consider the lifecycle of dating. At some point, one person in the relationship wants to know that this is “going somewhere.” He or she wants to know what the “plan” for the future looks like.This desire to know that you are working toward a “next step” can also be applied to business relationships. It can be easy for the customer-company relationship to fall victim to routine — everything is going great, you know what type of work the customer wants (and will approve), and you understand what works to reach their goals. That gets boring quickly though, and it’s easy for the customer to wake up one day and realize how uninspired and unmotivated the company team is.Your customer success managers should create and revise on a regular basis a relationship roadmap. Build in steps for initiatives and projects that both parties can look to and be excited about the current and next stage of the relationship.5. Make memories around your shared successes.According to research, people remember negative events more vividly than positive ones. Even if there are more positive events overall, the bad occurrences may be the longest lasting memories — which makes customers more likely to share those negative events on social media, too.So customer success teams need to consider how they can create better, more memorable experiences around positives and successes. When something negative occurs — a goal or deadline is missed for example — the company team overly communicates, discusses plans for fixing the issue, and apologizes. But when something truly great happens, how much of an emphasis do you place on the event?6. Ask for feedback and act on this information.You can’t improve customer retention without first understanding why customers leave your company. Once you know the reasons and the correlating signs, you can work to prevent customer churn by proactively dealing with issues.Ask for regular feedback from the entire customer team, including the decision-maker. Use a customer feedback tool to track trends by either the customer or the individual. For example: By tracking by project, you can identify customer happiness trends and work to improve processes or ask for more qualitative feedback on what exactly is contributing to the fall in customer satisfaction.Being able to identify and address these issues as early as possible will help you to prevent customers from leaving you in the first place. The voice of the customer is a powerful customer retention tool — so use it.7. Map out a consistent customer experience.Consistency builds trust with customers. They know what to expect and can rely on your team to get the work done and deliver the results they need.Without this, most interactions are a surprise, and in reality, customers don’t like surprises — even if they say they want to partner with a more “innovative, fun, risk-taking company.”Build out processes for onboarding new customers and kickoff meetings to create a smooth customer experience. Examples include setting agendas for meetings and building workflows around projects and sharing these with customers.By having a process for each of these activities, your team will be more efficient and customers will gain insight into what needs to be done, and when.8. Create a customer relationship marketing strategy.Have you considered what the communication from your company looks like once a customer signs on? Yes, she emails and works with her customer success manager, but how often does she hear from the new business director who convinced her to buy from you?Think about creating a newsletter sent from the company CEO for monthly or quarterly check-ins. Consider any education or training needs of the customer you should address. Come up with interesting, light touch ways to continue to build up the credibility of your company’s brand with the customer.9. Keep a record of communication and any past problems.Your company’s culture, leadership, and business practices all contribute to retention, but another way to prevent disruption in changes in personnel is by adopting a CRM where you can store notes from meetings and phone calls, ongoing issues, personal preferences of the customers, etc.With detailed notes and a complete history of the relationship recorded, a new customer success manager will be ready to be a true authority for the customer much more quickly.10. Make sure that the customer has a relationship with the entire team.Typically, customers mainly communicate with their primary customer success manager. These individuals form a bond during hundreds of meetings, phone calls, and emails. They know each other’s favorite restaurants, what sports their kids’ play, and other seemingly inconsequential details.But change puts these relationships at risk — and, in turn, your company’s customer retention rate. If the customer success manager leaves or is promoted, the relationship is at risk. If the relationship is extremely friendly, the customer might not be happy with anyone else. The bottom line is, if the customer’s sole connection to the company is based on one relationship, there’s a risk of churn during periods of employee turnover — a natural part of professional development within an organization that customers just aren’t always privy to.This is a risky place to be in terms of retention, so your company needs to make it a goal that customers build relationships with multiple members of the team for cases like these. Send the customer pictures of the entire team working on the latest project, or whenever there is a customer lunch, make sure there is another member of the team present.11. Use reciprocity to increase loyalty.Reciprocity is a social construct that has been found to increase loyalty. Acts of kindness create a feeling of obligation in the person who instinctively wants to repay the kindness.There are two types of reciprocity: surprise and trumpeted. Both of these can be used in customer service to increase loyalty.Surprise reciprocity is obviously a surprise gift or gesture. An example of this would be when your company sends over tickets for a game the day of or when a goal is achieved earlier than anticipated.Trumpeted reciprocity is when the person giving or doing something beneficial does so in a way that reveals that they are going above and beyond. It doesn’t mean you document and put all the great things you do in a monthly report, but it is obvious to the customer that what you are doing is outside the normal scope of the relationship. This could be as simple as taking behind-the-scenes photos at a video shoot and packaging them in a memorable way as a gift for the customer’s team.12. Build a customer loyalty program.One of the wisest ways to foster customer loyalty and retention is by providing even more value to them — and this can take the form of a customer loyalty or rewards program.User-generated content, loyalty bonuses, gamification, and rewards for customer referrals are simple customer retention tools that can go a long way towards fostering loyalty — read about more examples of successful customer loyalty programs in this blog post.13. Empower customers with the tools they need to succeed. Nobody likes to wait around for support or assistance. Nobody likes to sit around searching how to accomplish specific tasks on their own either. So, instead of creating long customer support and service waits for your customers (and creating more work for your support team), empower them with the tools and resources they need to succeed.There’s a wide range of ways you can empower your customers to help themselves and find the support they need individually. To do this, you might send emails or newsletters with tutorials that cover details about your company or your product/ service’s newest features. You may also share a list of your blog articles to help them accomplish their specific business goals. Improve Your Customer RetentionReady to get started making your customers happy to improve your company’s outcomes? Follow the customer retention management strategies we covered and consistently keep track of your business’s retention rates to keep an eye on how you’re doing. You can also read more about how real brands are using these customer retention strategies here.Editor’s note: This post was originally published in November, 2018 and has been updated for comprehensiveness. Originally published Oct 23, 2019 2:03:00 PM, updated October 30 2019 Customer retention is the ability of a company to retain its customers over a period of time. Customer retention a percentage that measures how many customers a company keeps at the end of a set time period, and the number impacted by the number of new customers acquired and the number of customers who churn. Customer retention rate is calculated using the following formula: Customer Retention Rate = ((# Customers at End of Period – # Customers Acquired During Period) / # Customers at Start of Period) X 100 Customer Retention Management Strategies
Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Back in November, I set out to write a post to highlight businesses that were using LinkedIn’s company page features effectively. Needless to say, I couldn’t find enough examples to create a compelling post, so in my dismay, what I actually ended up writing was, “11 Reasons Your LinkedIn Company Page Sucks.”What can I say? I was a little bitter and, frankly, slightly disappointed in the social media marketers of the world. We recently reported that, in a study of the over 5,000 inbound marketers where we pitted LinkedIn against Facebook and Twitter, LinkedIn proved to be the most effective social media channel for lead generation — 277% more effective, in fact. As a marketer, particularly if you’re in the B2B game, how could you not leverage that awesome lead generation potential?Well, it’s been several months now, and I wanted to give you LinkedIn marketers out there another chance. While it was still difficult to find examples of businesses effectively using all of the company page features at their disposal, it was a bit easier to find some great examples of individual feature use. Looks like some of you may have gotten the hint! Let’s take a look at some of the admirable use cases of the main LinkedIn company page features to inspire you to give your LinkedIn company page a little more love. You want to leverage LinkedIn’s lead gen potential for your business as much as possible, right?Blog RSS FeedLet’s get a few low-hanging fruit features out of the way first. There’s a very simple way to populate your LinkedIn company page with your business’ content, and it’s called your blog’s RSS feed. While simply including your blog’s feed won’t broadcast its content to your LinkedIn page followers via the updates feed on their homepage (unlike Company Status Updates, which we’ll cover later), it’s a really easy way to promote your blog content to the visitors on your page.See the example above, which is a screenshot from Kuno Creative’s company page. If you’re going to add your blog’s RSS feed to your page, just be sure you’re regularly updating your blog with content. A stale feed of outdated posts that shows you haven’t updated your blog in months will likely do you more harm than good. Kuno Creative, for example, maintains an active blog, so the blog RSS feature is a welcome addition to its LinkedIn company page. To add your blog’s RSS feed to your LinkedIn page, click the dropdown menu next to Admin Tools for your page’s ‘Overview’ tab, scroll to the bottom of the page, and enter your blog’s RSS feed.News ModuleThe next low-hanging fruit feature you should enable on your LinkedIn company page is the news module. This pulls in any news mentions of your company that LinkedIn finds on the web and features them in the right-hand column of the Overview tab on your LinkedIn company page, as seen on Red Shoes PR’s company page (pictured here). Adding this module is a great way to highlight the media coverage your company has earned, adding third-party credibility and validation to your page.The option to enable news mentions to be displayed on your page is right below the option to add your blog’s RSS feed while you’re in edit mode of the Overview tab.Company Status UpdatesLinkedIn’s rollout of company status updates in October was a big win for marketers everywhere, but not many have been leveraging it. Just as marketers can post updates to their Google+ page and Facebook page timeline, they can also do so on LinkedIn. This gives marketers the opportunity to expose more of their content directly to their LinkedIn followers, who see status update content in their LinkedIn updates feed on their LinkedIn homepage.PR 20/20’s Company Page is a great example of one that is effectively making use of company status updates, regularly sharing blog posts and reports they’ve created as well as third-party coverage of their brand. This drives traffic from LinkedIn back to PR 20/20’s website and positions them as a thought leader within the LinkedIn community.Overdrive Interactive is another great example of a company using company status updates well, sharing helpful content from themselves as well as others to ensure they keep their LinkedIn company page regularly updated with content for their followers.Keeping a frequently updated and engaging page is the best way to organically attract new followers and expand your LinkedIn reach. Don’t have company status updates enabled for your page yet? Check out our quick tutorial here to start getting more out of your LinkedIn company presence.Products/Services TabAs a LinkedIn company page admin, marketers can also highlight their product/service offerings on a separate ‘Products & Services’ tab. Building out this tab is a great way to highlight and promote … why yes, your products and services!Voices.com’s company page provides a great example of a robust Products & Services tab, highlighting 11 of its services and utilizing some of the other great features available for this tab, including a Products & Services Spotlight as well as a video (we’ll get to these features later).But are your products and services the only thing you should highlight on this tab? No way, Jose! You can also (and you should) leverage this valuable LinkedIn real estate to feature your marketing offers such as webinars, ebooks, free trials or other content to support lead generation, as we’ve done on HubSpot’s LinkedIn company page.The other awesome capability offered through the product tab is audience targeting. LinkedIn enables you to create up to 30 distinct landing pages for specific audience segments. This means you can show visitors to your products tab different variations depending on the targeting options you set up based on that user’s company size, job function, industry, seniority, and/or geography. So if you have various segments of products or offers suitable for different audiences, you can only surface the ones that are applicable to those users. To learn how to set up targeted product tabs for your LinkedIn company page, check out this handy guide.Videos on Products TabWhile you’re editing your Products & Services tab, don’t miss out on the opportunity to add a video! Use this space to explain your products, services, and value proposition in a video format, and if you’re leveraging product tab targeting, you can add a different video for each tab variation you create. The only caveat is that any video content you use must already be hosted on YouTube; the video feature requires you to include a YouTube link for your video in order to display it.Both OPTIO Solutions and ClearRisk are leveraging the video feature nicely on their LinkedIn pages’ products and services tab to capture the attention of any LinkedIn page visitors who’d prefer a more visual overview of what these businesses offer. Topics: LinkedIn Company Pages Just as Taproot has done, treat your Product and Service Spotlight as call-to-action buttons. Depending on your current goals and promotions in progress, you can use them to feature your lead gen marketing offers, promote registration for an upcoming event you’re hosting, increase subscribers to your blog, highlight your presence on other social networks, etc. The possibilities are endless! RecommendationsSocial proof is a real thing. According to a CompUSA and iPerceptions study, 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. Lucky for you, LinkedIn provides users with the opportunity to recommend your business’ products and services. This is also one of the reasons why it’s important to add your products and services to your products tab. Without products and services, your LinkedIn page visitors would have nothing to recommend! And without recommendations, page visitors are left with some very underwhelming social proof. When a LinkedIn user recommends one of your products or services, it’s displayed on the individual detailed page for that product. The total number of recommendations across all of your products/services is also displayed on the main products tab on your page.Check out Salesforce’s Products Tab, for example, which boasts 821 recommendations across its 10 products and makes for a very compelling LinkedIn page.While it’s up to LinkedIn users to recommend your products, making sure your products tab is complete as well as boosting your LinkedIn following (here are some tips!) can help your page accumulate recommendations since A) users will have something to recommend, and B) your page followers are more likely to leave you recommendations than LinkedIn users who aren’t following you. For a deeper dive into how you can generate more online reviews for your business, read this helpful guide.Careers TabThe final LinkedIn company page feature at your disposal is the ‘Careers’ tab. And while LinkedIn can serve as a valuable marketing and lead generation tool, one of its most powerful benefits is in its professional networking potential. And what better tool to help you recruit top talent for your business than a social network populated by professionals? According to an internal LinkedIn survey, LinkedIn beats the major job boards 3 to 1 on applicant quality. Use the basic careers tab (albeit not free) to advertise your current job openings, as GE Energy does in the following example. Want to take it one step further? Get more robust capabilities by upgrading your account to a Silver or Gold Career Page, which gives you access to a “full suite of features for promoting careers at your company, including a clickable banner, customizable modules, analytics on who is viewing the page, direct links to recruiters, video content, and more.” If you choose the Gold Career Page, you can even customize up to five different versions of the page to display different content and job opportunities based on the viewer’s LinkedIn profile. Think of it like targeted product tab variations, but for careers! Deloitte’s ‘Careers’ tab is an example of an upgraded careers tab: Zipcar: Rocking All LinkedIn Page FeaturesLooking for a great example of a company that is leveraging many of LinkedIn’s company page features well? Check out Zipcar’s page.Zipcar leverages every feature we highlighted in this post, and while we do think they could be sharing more compelling content via their company status updates, Zipcar provides a solid example of a business that ‘gets’ the value of LinkedIn company pages.How well are you taking advantage of the features available to you on your LinkedIn company page? Product and Service SpotlightAnother products tab feature worth mentioning separately is the ‘Product and Service Spotlight,’ which enables you to feature three scrolling, clickable banner images (640×220 pixels) near the top of your products tab. Again, if you’re leveraging targeted product tab landing pages, you can choose different spotlight images for each variation.Check out how the Taproot Foundation, a nonprofit organization that makes business talent available to organizations working to improve society, leverages its Product and Service Spotlight using the three images below. Each image includes a call-to-action for visitors to perform a few different actions: ‘Apply Now,’ ‘Visit Our Facebook Page,’ and ‘Learn More.’ You can visit the products tab on Taproot Foundation’s company page for the full scrolling, interactive experience of how this works. Originally published Mar 20, 2012 9:00:00 AM, updated October 20 2016