Author Archives: i4lead

“Women belong in the kitchen.”

Unfortunately for Burger King, this tweet definitely didn’t go down well on Twitter (no surprise).

Although it was only in subsequent tweets that the meaning of the post was explained, the damage had already been done. Burger King faced plenty of backlash and had to remove the post.

Burger King’s mishap highlights the importance of having social media etiquette standards for your company and employees. And in this article, you’ll learn how to avoid poor social media etiquette and mind your manners online.

Social media is now part of everyday life with over 4.4 expected users by 2025. As such, it’s a no-brainer that brands use it to communicate with their customers.

However, just as it’s crucial to practice proper etiquette when conversing in-person, you also need to do the same online.

Poor social media etiquette can lead to terrible consequences for an erring company. For example, in 2018, Snapchat lost an estimated $800 millionafter making a post that seemed to trivialize domestic violence.

If you don’t want similar terrible consequences to your business, then you need to take social media etiquette seriously.

The Benefits of Social Media Etiquette

Here are some benefits of practicing proper social media etiquette.

It makes your brand empathetic

Your audience is your greatest asset, and using proper social media etiquette forces you to put yourself in their shoes. And when you’re in their shoes, you gain a better perspective of their wants and needs.

It helps you recover from fails

There’s no perfect brand, and we all stumble at times. However, with good social media etiquette, you can recover from your mistakes. For example, despite its fail as quoted in the introduction, Burger King managed to turn things around, at least to an extent, with an apology that felt genuine.

It makes your social media campaigns more productive

Social media is a landmine that’s difficult to navigate. However, good social media etiquette can guide you and help you produce good results.

It helps you focus on what’s important

Good social media etiquette reduces the chances of starting a fire you’ll need to put out on social media. Thus, you’ll have time to focus on what’s really important: your bottom line.

It keeps you on the good side of the law

If your platform has privacy and compliance laws, good etiquette will help you stay on their good side and protect you from lawsuits and such.

It keeps you top-of-mind

When you respond quickly to feedback, even positive ones, you show that your customer’s opinions matter.

Therefore, it’ll be easier for your business to stay top-of-mind for these customers.

Do’s and Don’ts of Social Media Etiquette

Each social media platform is different, but social media etiquette transcends these differences and will result in good results regardless of the platform. Here are 5 Do’s and 5 Don’ts of social media etiquette.

Do’s of Social Media Etiquette

1. Stick to your core values

Your core values should resonate in your content. So if one core value is respect, you’d want to keep sassy comments out of your social media.

On the other hand, if your brand is big on humor, then snarky comments would be on-brand. An excellent example of this is Wendy’s.

2. Respond Quickly

Here’s an interesting stat: 79% of customers expect a responsein the first 24 hours of reaching out to your brand on social media.

So, DO respond as soon as possible. Responding quickly to positive feedback reinforces a customers’ liking of your brand.

Slow response, especially to complaints, makes customers feel like they’re left on read—and we all know how that feels.

Nike Support (@NikeSupport) replies to customers every few minutes, which is probably one reason why people love them on social media.

3. Complete your social page profile

If people come to your page and see an incomplete profile, it gives the wrong impression and they’ll feel you’re not serious enough about engaging with them.

So, complete your profile and include useful information, for example, contact information when appropriate.

Glossier’s Instagram profile, for example, contains information you need to know about it and includes its website where you can get more information.

4. Use Hashtags Correctly

Hashtags can boost engagement, but too many hashtags on a post can make you look unprofessional and annoying.

Displaying good social media etiquette will require you to use only hashtags that are relevant to the post.

Coca-Cola’s branded #ShareACoke hashtag is an excellent example of a brand that used hashtags well.

5. Post Regularly

While your audience and industry should be factored in, a good rule of thumb is to post at least once a week.

If you don’t, there’s the risk of losing out on opportunities for driving brand awareness.

Don’ts of Social Media Etiquette

1. Don’t overdo humor

Humor is subjective, and what’s funny to you might be insensitive or downright offensive to others.

If you’re not sure about how a joke would be taken, then it’s better to keep it locked away.

Aside from Wendy’s, another brand that’s hacked funny social media replies and posts is Innocent Drinks (@innocent)

2. Don’t be desperate

Don’t be desperate to get followers. It can be off-putting to see a business ask for followers every chance it gets.

By posting valuable and authentic content, you’ll be able to grow your follower count and get high-quality interactions that will attract even more people.

Fenty’s social media posts include testimonials from women of different nationalities and ethnicities, which is one reason for its rapid growth.

3. Don’t over-promote the business

Followers will quickly get tired if they see too much on social media from your brand.

Balance is key. If ever you’ll post more often than before, tell your audience beforehand and explain why. Then they’ll be less likely to unfollow you during your spree.

4. Don’t use a bot for replies

Tempted to use a bot to respond to your customers? Then you’re on your way to losing them.

Users are smart, and they can sense when a response is automated. If you can’t be online 24/7, share the hours when customers can reach you on the platform. Twitch Support’s bio contains its scope of assistance and open hours.

5. Don’t write in all caps

DO YOU WRITE IN ALL CAPS? Then you are likely stressing out your audience. Why? BECAUSE IT FEELS LIKE YOU’RE SHOUTING AT THEM!

Even Twitter’s official business website for brandsadvises against tweeting in all caps.

So, stop with all caps. They aren’t funny and come off as rude and aggressive. Use all caps only when something is truly important (or exciting), and you definitely HAVE to call your audience’s attention to it.

Social Media Etiquette for Employees

Social media can be a minefield, and only good social media policies can guide brands and employees around it. Here are some guidelines to protect your employees, and by extension, your brand, from behaving indecently on social media.

Respect others

Although employees have the right to say what is on their minds and can post content on their personal time, it’s important to encourage them to be polite and calm on social media.

Thinking before replying or posting online can de-escalate a potentially bad situation.

Respect privacy and confidentiality

Social media isn’t the place to discuss sensitive company matters or disclose internal information.

As an employee, you might not realize that you’re discussing sensitive or internal matters, so the best thing is to take no chances. If it’s not your place to do so or you’re unsure, then move on without discussing such matters online.

Don’t always want to be first

There’s a rush that comes from being the first to ‘break the news.’ However, doing so might come at the cost of losing your job.

So before you post or comment, ensure you’re entitled to share the information. Even if it doesn’t get you dismissed, some information you share might hurt others and ruin relationships.

Don’t use social media on your employer’s time

Your employer is paying you for your time, so act accordingly. Don’t abuse their trust even if your employer allows you to use social media while at work.

If you’re the social media manager, stick to the professional accounts. Using that time to attend to trivial, personal stuff is unfair. It’s also risky because you could end up mixing up accounts and posting something you shouldn’t with your professional account.

Be a good company ambassador

Be mindful that you represent your employer. Thus, post information like you’re posting on their behalf.

Use good judgment when posting online. For example, if someone posts negative information about the organization, don’t fly into a confrontation. Instead, tell someone in charge who can handle the matter or give you instructions on how to handle it.

Do Social Media Etiquette The Right Way

These Dos and Don’ts of social media etiquette might seem challenging to follow. However, following them can save you and your company a lot of stress.

Several brands have experienced the power of cancel culture firsthand, and you can avoid their experiences by practicing good social media etiquette.

When you care about your audience and put yourself in their shoes, you can have a good culture of social media etiquette that will benefit your brand.

Editor’s note: This post was originally published in March 2010 and has been updated for comprehensiveness.

The importance of using a great SEO Chrome extension can’t be overstated. SEO is essential if you want your site to rank on Google, and the right extension can help you automate research and analysis, leading to a more effective SEO strategy.

With so many SEO Chrome extensions available, marketers often find themselves spending more time finding a great fit than getting actionable analytics.

To help you navigate the crowded world of Chrome extensions, we’ve come up with a list of our favorites for SEO.

Best SEO Extensions for Google Chrome

1. MozBar

• Price: Free; MozBar Premium, free 30-day trial, then paid plans from $99/mo

MozBar allows its users to check SEO within their browser using just one click. MozBar provides metrics while viewing any webpage, and allows users to export SERPs into a CRV file and access analytics. Upgrading to MozBar Premium offers functions like analyzing keyword difficulty, page optimization, and SERP metrics.

What we like: MozBar makes checking your SEO as simple as possible with its one-click model, making it a huge time saver for stressed SEO pros.

2. Keywords Everywhere

• Price: Free

Keywords Everywhere is a tool that shows three different information types for keywords on Google: monthly search volume, cost per click, and Google Adwords competition. By having this extension installed, going back and forth from Google Keywords to your open browser page is a thing of the past, as it’s an in-browser extension.

What we like: Keywords Everywhere puts keyword data where you want it: Right in front of you. The result? Less time spent tabbing back and forth and more time spent boosting your site’s SEO.

3. GrowthBar

• Price: Free for 5 days, then $29/mo

GrowthBar is a simple chrome extension that gives you instant access to critical SEO data points about any website and unlocks the growth channels and keywords that are working for them.

The tool allows you to explore best-performing keywords, keyword ranking difficulty score, domain authority, backlink data, page word count, Facebook ads, and more.

What we like: Quick and easy are the big benefits of GrowthBar. Easily discover key data and act on it to boost your SEO on-demand.

4. SimilarWeb

• Price: Free

Offering traffic and key metrics for any website, SimilarWeb is a popular extension that allows users to see statistics and strategies for any website while searching the internet with one click. This extension is helpful for those looking for new and effective SEO strategies, as well as those interested in analyzing different trends across the market.

What we like: SimilarWeb lets you see what the competition is up to — and how it’s working for them. The result? You gain useful insight about improving your own SEO practices.

5. Redirect Path

• Price: Free

Microsoft Word’s infamous red squiggly line that alerts their user of improper grammar has an SEO doppelganger: Redirect Path. This extension flags 301, 302, 404, 500 HTTP Status Codes, Meta, and JavaScript redirects, catching potential issues immediately. It also shows other HTTP headers and server IP addresses.

What we like: Broken and misdirected links can drive users to other sites — Redirect Path gives you a heads-up about these issues so you can correct them ASAP.

6. SEO Meta in 1 Click

• Price: Free

SEO Meta in 1 Click displays all meta tags and main SEO information for a web page with just a single click. This includes the lengths of titles and descriptions, URL, headers in order of appearance, and the number of images without alt text.

What we like: Just like the name says, one click gets you the big hitters of SEO impact, including title and description lengths and no-text images, letting you make the changes that matter most.

7. BuzzSumo

• Price: Free

Need SEO tracking for social? BuzzSumo’s got you covered. This extension allows you to easily track shares and top-performing content on social media pages. Using BuzzSumo can help aid in future SEO decisions and check the inbound backlinks to your pages.

What we like: Social media is now a critical part of effective SEO. BuzzSumo loops in popular social media sites to help your team develop more effective SEO strategies.

8. Hunter

• Price: Free Basic plan, then paid plans start at $49/mo.

Hunter makes it easy to find contact information instantly in your browser. This process, named “Domain Search,” is accessible by an icon in Chrome. Hunter finds all the email addresses related to a website.

What we like: How do prospective customers get in touch? Hunter finds all email addresses attached to your website, letting you ensure users have a reliable point of contact and making sure all email addresses are up-to-date.

9. Mangools

• Price: Free 10-day trial, then the basic plan starts at at $29/month

Check the SEO strength of websites with Mangools, which offers you the top SEO metrics of websites using Moz and Majestic. Access premium features such as the self-described “Google SERP on steroids” function, aiding with keywords, backlinks, and profile analysis.

What we like: The stronger your SEO game, the better. Mangools combines multiple metrics to provide a broad view of how you stack up to the competition.

10. Google Trends

• Price: Free

Trends is part of Google Webmaster Tools, a set of extension tools for building websites and integrating them with Google. Trends presents analytics, using graphs, on the top searches in Google (from Taylor Swift to Kim Kardashian) from across several countries. Trends can help you identify the level of interest in topics related to your niche.

What we like: What’s in and what’s out changes rapidly. Trends keeps you on top of the evolving SEO landscape to help you stay ahead of the crowd.

11. SEOQuake

• Price: Free

SEOQuake presents itself as a dashboard, reporting on domain performance, as well as that of individual pages. One of its prime features is its SEO toolkit, which allows its users to analyze backlinks and watch keyword rank. It also provides on-page SEO suggestions, fitting itself into an SEO strategy nicely.

What we like: On-page SEO suggestions from SEOQuake are a great way to optimize your content in real-time, and it’s also a great tool to have access to when you need more robust analytics.

12. Serpstat

• Price: Free Lite data, then $69 for the basic paid plan

By using Serpstat, you can instantly check the SEO of your website as well as competitors’. After clicking the in-browser icon, you’ll be able to receive a full SEO audit of a domain. Serpstat has three sections: On-page SEO parameters, page analysis, and domain analysis.

What we like: Get a quick SEO comparison of your site and those of your competitors with just a few clicks using Serpstat to see how you stack up — and what you need to change.

13. Ahrefs

• Price: $99/mo for Ahrefs Lite

With their SEO toolbar in Chrome, Ahrefs examines website properties and produces keywords, links, and ranking profiles that offer SEO improvements on your website. To receive a detailed report on an SEO metric, just click on it.

What we like: Dive deep into any SEO metric with Ahrefs to see where your strategies are working and where they need improvement.

14. Check My Links

• Price: Free

Aptly named, Check My Links does just that with one click, scanning through webpages for broken links. A huge time saver when designing link-heavy web pages, the extension makes sure the links are working properly, denoting when links are broken.

What we like: Broken links are bad news. Check My Links saves you the time of manually finding broken links with one-click scanning.

15. NinjaOutreach Lite

• Price: Free

The free extension from NinjaOutreach makes browsers capable of advanced data mining. It offers various SEO functions related to webpage URLs, titles, links, meta descriptions, follower counts on social media, and monetization techniques.

What we like: With NinjaOutreach Lite, you can begin data mining to see how well your URL, title, links, and meta descriptions are meeting SEO goals.

16. PageSpeed Insights by Google

• Price: Free

Part of Google Webmaster Tools, PageSpeed Insights is an SEO tool that provides information on desktop and mobile sites. After running an analysis, PageSpeed Insights gives a score on the site and provides suggestions on how to make the web pages run faster.

What we like: Faster is better when it comes to websites. PageSpeed pinpoints areas you can improve to make your page run faster and boost your search ranking.

17. Woorank

• Price: Free 14-day trial, $49/mo for a Wookrank Pro plan or $149/mo for a Woorank Premium

Woorank is a site analysis tool similar to PageSpeed Insights, allowing users to see suggestions for improvement on their web pages. It provides an in-depth report on online visibility, social media, and usability, allowing you to keep track of ways to improve different metrics.

What we like: Woorank is like PageSpeed with extended impact. It offers suggestions on how to boost the visibility and usability of your site, which are both key metrics in overall SERP rankings.

18. NoFollow

• Price: Free

With NoFollow, marketers can see an outline of web pages that are coded with the nofollow metatag. Because nofollow links don’t add to SEO metrics, users can identify any external web pages that are backlinking to their websites with indexed links. For pages you don’t want to be indexed — like a landing page — NoFollow checks to see if those pages are coded correctly and highlights any links that aren’t working.

What we like: Nofollow links can impact your SEO but don’t naturally appear in data. NoFollow lets you identify these links and helps ensure they’re coded correctly.

19. BuzzStream

• Price: Free 14-day trial; paid plans begin at $24/mo.

BuzzStream allows marketers to organize and perform outreach that’s specialized to your business. The extension, BuzzMarker, connects with BuzzStream to assist in building links, promoting content, and pitching influencers.

What we like: Build out customized SEO-based outreach that can help you connect with target audiences and increase your search rankings.

20. Screaming Frog SEO Spider

• Price: Free for Screaming Frog Lite; the paid plan is $160/year

Search marketing stressing you out? This tool is here to help. Screaming Frog’s SEO Spider enables you to crawl website URLs, add key elements to analyze SEO, and fix detected issues, making an excruciatingly long process simplified. Some elements include finding broken links, discovering duplicate pages, and creating site visualizations.

What we like: Search engine marketing is complex. Screaming Frog makes it easy with automated URL analysis that flags potential issues and lets you add simple fixes.

21. Lighthouse

• Price: Free

The Lighthouse SEO Chrome extension is an open-source, automated tool designed to improve the performance of your web applications. First, Lighthouse runs a series of tests against the target webpage and then reports results across the speed, quality, and overall performance of your application. Then, it returns results that make it easy to pinpoint and correct potential problem areas.

What we like: With page performance now impacting search results, Lighthouse offers a way to quickly identify issues that could hurt SEO efforts.

22. vidIQ Vision for YouTube

• Price: Free Basic plan, paid plans start at $7.50/mo.

This YouTube SEO Chrome extension is all about boosting the impact of your videos to get more views and drive more engagement. From helping you understand how videos get ranked in search, what makes them related, and what content your target audience is searching for, vidIQ is a great addition to any video-driven SEO effort.

What we like: vidIQ boasts more than 2 million users and is regularly updated to improve performance, making it a stand-out choice to boost video SEO impact.

23. SEO Minion

• Price: Free

Streamline day-to-day SEO tasks with SEO Minion. From analyzing on-page SEO to checking broken links and previewing SERPs in real-time, the SEO Minion Chrome extension is a great way to save time on SEO without sacrificing your search ranking.

What we like: Along with current SEO features, SEO Minion adds new analysis and tracking options based on user feedback, making this extension a great choice for basic tasks and specific needs.

Solving for SEO Stress

Finding the right Chrome extension can help lower your SEO stress and boost your site’s impact. Plus, many of the tools listed above provide useful information on how to refine skills like backlink building and keyword accuracy. You’ll be acing the SEO section of Marketing 101 in no time. As a result, your site will see an exponential improvement in its search engine rankings.

Editor’s note: This post was originally published in September 2019 and has been updated for comprehensiveness.

LinkedIn Pages allow users to discover, follow, and find new roles at their favorite businesses. But they’re not just useful for job seekers and professionals. If you own a business, organization, or other institution, you can use LinkedIn Company Pages to connect with your audience and strengthen your brand image.

A lot happens on LinkedIn. People post updates, professionals seek new jobs, salespeople pitch prospective customers, and LinkedIn members of all kinds connect, chat, and build relationships. With more than 800 million members, this level of activity comes as no surprise.

LinkedIn Company Pages provide a unique way for your organization to stand out from the noise — important noise, but noisy nonetheless. We developed this guide to help you master your LinkedIn Company Page.

LinkedIn Company Pages were developed to give your company a home base and reach your audience on the network.

If you haven’t built a LinkedIn Page for your business yet, you’re missing out on new connections, followers, employees, and customers.For an in-depth guide on why creating a LinkedIn company page is essential for your business and how to get started, check out our video.

What to Post on a LinkedIn Company Page

Creating a LinkedIn presence for your company expands your brand trust and awareness. Here are a few ideas for what to post on your LinkedIn page to maximize your ROI.

1. Share company updates and news.

LinkedIn, like any other social network, features a content stream on which people share and discuss important articles and updates. Your Page is a perfect place to post your company updates and news for customers, employees, investors, and fans to review and share.

2. Post open jobs and connect with potential employees.

LinkedIn is a professional social network, meaning users benefit from work and career-related updates, connections, and interactions. LinkedIn members are primed to discover and discuss job opportunities, including the ones at your company. If you have any open roles, LinkedIn is the perfect place to share them.

In fact, LinkedIn provides Career Pages — a space separate from your Company Page that’s dedicated to open jobs, recruiting, and employer branding.

3. Build a community.

Every social network boasts its own ability to foster a sense of community, and LinkedIn is no exception.

Your LinkedIn Company Page is a place to build a community of LinkedIn members who are interested in your business, updates, and jobs. Here, they can connect and collaborate on their shared interest in your company. Post interesting questions, behind-the-scenes information, and unique updates to engage your audience and build camaraderie on your Page.

4. Grow and keep your brand’s image consistent on social media.

If you’re active on other social networks, having a presence on LinkedIn can help you grow your audience elsewhere. Most social networks allow you to link to and from your LinkedIn page to boost recognition and increase your number of followers.

Additionally, some of your audience may only be active on LinkedIn, so creating a Page would give you a chance to connect with new potential customers and employees.

5. Improve your discoverability on search engines.

LinkedIn Company Pages rank on search engine results pages (SERPs) like any other website or social network. Creating a Page gives your company another opportunity to be discovered by those searching for your products, services, or brand.

LinkedIn Company Pages vs. LinkedIn Groups

Another popular feature on LinkedIn is LinkedIn Groups, where like-minded people digitally gather to discuss common topics, industries, or (in some cases) companies. Many users get these two features confused.

LinkedIn Company Pages are the equivalent to your “website” on LinkedIn; you create it on behalf of your company, and it belongs to you (as a business owner and/or marketer). You’re responsible for updating your Page and posting new content and updates. Other LinkedIn members can follow your Page and engage with your content.

On the other hand, LinkedIn Groups are collaborative networks that can be created and engaged with by any LinkedIn member. Some groups are private while Open Groups can be read or joined by anyone.

Now, a company can create a LinkedIn Group for certain internal teams or subgroups, but LinkedIn Groups can’t necessarily replace LinkedIn Company Pages.

How to Create a Company Page on LinkedIn

Whether you already have a LinkedIn account or are new to the platform, creating a LinkedIn Company Page is easy. Follow these steps to get started.

1. Navigate to the LinkedIn Pages home page or to LinkedIn.com.

LinkedIn has a public-facing site where you can start the process for creating your own Page. Click the blue button that says “Create your Page.” Alternatively, hover over the LinkedIn Pages option in the top menu and click “Create a LinkedIn Page”.

If you’re not already signed in, you’ll be prompted to sign in. Be sure to do so with the account where you’d like to manage the page. But if you happen to sign in to the wrong account, don’t worry; you can add more admins after you set up your page. We’ll cover how you can do that later.

Starting from LinkedIn.com

If you’d prefer to start from your LinkedIn feed, navigate to LinkedIn.com.

Once you reach your feed, tap the “Work” button in the navigation bar.

Click “Create a Company Page +” at the very bottom.

2. Select the type of Page you’d like to create.

After clicking “Create a Company Page”, you’ll be taken to a page where you can decide what you’re creating. You have three options:

• Company: A good fit for small-to-enterprise businesses, as well as non-profits, government agencies, and other non-educational organizations.
• Showcase page: A “sub-page” that’s connected to an existing LinkedIn Page. Not recommended if you’re setting up your first Company Page.
• Educational institution: A good fit for schools and universities.

If you’re a business owner or employee, choose “Company.”

3. Input your business name, LinkedIn public URL, and website.

Now comes the fun part: Actually creating the page. LinkedIn guides you through this process, and it prompts you to first fill out the basics.

• Name: Enter your entire company name to improve discoverability and searchability.
• LinkedIn public URL: As you fill out your Name, LinkedIn will automatically input your URL to match. Ideally, your URL will be your company name; this keeps your online identities consistent. For example, HubSpot’s LinkedIn Page URL is www.linkedin.com/company/hubspot. If your company name isn’t available, choose a URL that’s similar and still identifiable, such as one of your social media handles and/or a shortened version of your brand name.
• Website: Enter your company’s website. Although not required, this information is critical as it connects LinkedIn followers to your company website.

4. Add your industry, company size, and company type.

LinkedIn requires additional details for you to build your page. These are essential to improve searchability and helps you build your brand image in your specific industry.

• Industry: Start typing in your industry and choose one from the drop-down menu. If you can’t find it, continue searching until you find a generally good fit. This information helps LinkedIn categorize your company for Page visitors.
• Company size: Choose your company size from the ranges provided. The ranges start from 0-1 and go up to 10,000+.
• Company type: Choose your company type from the options provided: Public company, self-employed, government agency, non-profit, sole proprietorship, privately held, and partnership. If you’re not sure, reach out to your company stakeholders.

5. Add your final profile details, such as your logo and tagline.

While these fields are optional, they can help you save time later. You’ll have less work to do in your LinkedIn Page Admin area.

• Logo: Upload a high-quality logo that matches the logo on your other social media accounts. This is important so new followers can recognize your brand and Page. It must be 300 x 300px.
• Tagline: In 120 characters, briefly describe what your company does. Consider using the same tagline from your other social media accounts. You can change this information later.

6. Preview the result and click “Create Page.”

On the right-hand side, you’ll see a preview of the details you’ve provided. Take a look to ensure everything looks correct.

When you’re finished, check the checkbox at the bottom confirming you’re an authorized representative and click “Create Page.”

7. Complete your LinkedIn Page in the Admin dashboard.

The final step will show you the Admin View of your LinkedIn Company Page. This is essentially the behind-the-scenes dashboard from which you can make changes to your Page.

If you’re building your Page from scratch, you’ll see that LinkedIn provides a helpful checklist of actions to complete. These tasks will also unlock new features such as Content Suggestions and Invite to Follow that can help grow your Page.

Let’s walk through the important tasks to complete in this step.

• Description: Add an About Us section that describes your company. It should be longer than your tagline. This is the place to include relevant keywords and phrases that can help people discover your Page on LinkedIn and through search engines. This section can be up to 2,000 words. LinkedIn also allows you to create taglines and descriptions in multiple languages.
• Location: Add at least one location for your company. You can add multiple locations and name each one. Consider at least adding your headquarters or central company location.
• Cover photo: Add a cover photo that will engage and entice visitors to check out your Page. Many brands upload another orientation of their logo or their latest marketing or advertising campaign graphics. This photo must be 1,128 x 191px.
• Hashtags: Hashtags provide a unique way to connect with followers and engage with posts. Add up to three hashtags that are related to your company, industry, and audience. They will be added as Community Hashtags to your Page.

You can also add a company phone number, the year your company was founded, and any LinkedIn Groups you want to show on your Page.

Voila! Your LinkedIn Company Page is now created and ready to share. Continue poking around your Page to complete all fields and features. The following section of LinkedIn Page best practices will help you use your Page to connect and grow.

How to Manage Your Company Page on LinkedIn

Once you create your LinkedIn Company Page, your work is done … right? Nope. Honestly, creating the Page is the easiest part. Managing and posting on the page is what takes more time, work, and creativity.

As we’ll talk about below, the first thing to do is determine your Page admin. This person will be responsible for creating (or delegating) the content posted on your Page.

Work with your team to plan much of your LinkedIn content upfront. Gather ideas from your other social media accounts, or chat with your leadership, product, and HR teams to get ideas for company, product, and job updates to share.

Encourage your coworkers to create LinkedIn accounts of their own, as their engagement and participation can help drive traffic to your Page.

Lastly, keep an eye on the LinkedIn Company Page analytics. See who’s visiting and engaging with your Page and what kind of content they prefer. Over time, this will help you determine where to best spend your creative energy.

LinkedIn Company Page Admin

Who is your LinkedIn Company Page admin? Answer this question before moving further in this article. You need at least one, although we’ll discuss in the section below how (and why) to add additional Page admins.

LinkedIn offers a variety of admin roles, and your Page should have at least one of each to avoid losing access to your Page. Moreover, this admin (or team of admins) are the ultimate managers of all content posted on your Page. They should ensure all content is on brand and consistent with your other social networks and website content.

Let’s talk about some more best practices for LinkedIn Company Pages.

Follow these tips and techniques to maximize the impact of your LinkedIn Company Page.

1. Complete all Page details with in-depth information about your company.

A fully completed LinkedIn Company Page will help you engage users more effectively and earn more follows and shares. Take the time to fill out every Page detail, even those that aren’t required.

Each LinkedIn Company Page has a series of tabs. These include:

• Home: The Home tab includes a snapshot of all the other tabs in your LinkedIn Page. It provides a short version of your “About” page, lists 2-3 of your recent posts, includes “People highlights” for each individual Page visitor, and more.
• About: The About tab gives you the opportunity to explain what you do and why you do it in more detail. You’ve likely already filled out most of this info, such as your website and industry, but consider adding your specialties and other locations as well.
• Products: Some companies will benefit from listing products on their LinkedIn page. It’s especially useful if your product can also double as a skill that people can add to their LinkedIn profile (such as Microsoft Excel, for instance). Only certain types of companies can add products to their Page.

• Posts: This is the section of your Page where your updates are published, equivalent to an Instagram or Facebook feed. It includes text posts, images, videos, articles, documents, and ads.
• Jobs: The Jobs tab only apples to you once you’ve posted jobs on LinkedIn. Posting a job is completely free and essential if you’d like to use your LinkedIn Page to attract top talent.
• Events: Like the Jobs tab, this will only appear after you’ve added an event to LinkedIn. You don’t necessarily need to add events during the Page setup process, but you can consider doing so to strengthen your company brand and reach more prospects.
• Videos: This tab includes a feed of your most recent videos.

Your LinkedIn Page also includes a “People” tab, which lists all of your current employees. If you purchase Career Pages for your LinkedIn Page, you’ll also get a “Life” tab, where you can provide more detail on the employee experience at your company and even feature content made by your employees.

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The more details you provide about your company, the easier it will be for people (a.k.a. potential customers) to discover and connect with you. It will also serve to educate those who are interested in working for or investing in your company.

2. Add important Page admins.

Maintaining a LinkedIn Company Page can be a lot of work, especially if your team is already manning multiple social networks and accounts. Once you create your Page, don’t forget to add more Page admins to give other people permissions.

To add new Page admins, click “Admin tools” in the top right corner of your Company Page, then click “Manage admins” under Settings.

The page will allow you to manage all your Page administrators. As you can see, there are several types of admins you can add to your Page:

• Super admins have access to all permissions.
• Content admins can edit the Page’s content and publish posts.
• Curators can see content suggestions and create recommended content.
• Analysts can access the Page’s performance analytics and export data.

LinkedIn explains them in detail here.

To add an admin, simply click the “+ Add admin” button in the admin management page.

In the pop-up, type in the person’s name, choose their admin role, and click “Save.”

3. Keep your images up-to-date.

Your Page logo and cover photo are very important; they visually introduce and engage anyone who visits your Page. Keep these images up-to-date with your latest branding and marketing materials.

Not only is this critical for presenting a unified social presence, but it ensures your LinkedIn Company Page also matches your website, blog, and other digital marketing materials. Doing so will boost brand awareness and help new customers, employees, and fans discover your brand on LinkedIn.

4. Share engaging content with your followers at least once a week.

Like any social network, you can’t expect to simply create your account and be finished. Building your LinkedIn Page is only half the battle; you must also consistently post content to successfully engage, inform, and market to your audience.

Download this free ebook to access templates, guides, and infographics on how to use LinkedIn for business, marketing, and networking.

Consider posting updates to your products and services, job openings, trends or news that involve your brand, and behind-the-scenes content featuring employee life, product development, or other unique content.

5. Use Content Suggestions to share relevant content.

LinkedIn also provides a handy Content Suggestions tool to help you discover topics and content your audience is already engaging with on the network.

Tap “Content” in the top menu of your Page, and update the filters as they apply to your audience.

Immediately, you’ll see a content stream based on your chosen topic and audience parameters. You can edit the filters further in the left menu, and you can add or take away content topics along the top. This tool shows you the engagement rates of popular or trending content and makes it easy to share this content with your audience.

6. Engage with your audience.

Don’t forget to engage with your audience, too. Like, comment on, and share things posted by your followers and connections. This will remind them there are humans behind your brand’s LinkedIn Company Page.

7. Post interesting, eye-catching visuals.

Text-only content is unlikely to engage all members of your LinkedIn Page. Be sure that at least 50% of your posts feature an engaging visual, whether an infographic, illustrated statistic, or quote graphic. Even a GIF or meme can be a fun addition to a text-heavy feed.

Also, consider adding short videos. Even if these videos repeat your text-based posts, they’ll engage with your more visual audience and keep folks engaged on your Page.

8. Customize your call-to-action.

On your LinkedIn Company Page, under your logo and next to the Follow + button, you’ll find a call-to-action (CTA). HubSpot’s says Visit website.

LinkedIn allows you to customize this CTA to better engage your followers and audience. To do this, click “Edit page” on your admin view.

A pop-up box will come up. Under Header, click “Buttons.”

Make sure the “Custom button” option is turned on.

Choose a button name from the drop-down menu and enter a URL. Use this setting to direct followers to your website, landing pages, event registrations, and more.

9. Involve your employees.

Your employees are some of your best brand advocates. This is especially true on LinkedIn, where employees have an average of 10x more first-degree connections than a company has followers.

As you develop your Company Page, encourage your employees to follow and engage with it. Also, ask each employee to list your company as an employer, as this will link their profile to your Page and vice versa.

This is a helpful resource when growing a new Page audience of customers and potential employees.

10. Post content from (or mention) partners and other companies.

If you partner with other companies, such as for co-marketing campaigns, feature them on your Page often. Not only does this engage other companies and leaders, but it also promotes your content to your partner’s audiences.

For every post that you share about your company, share one focused on another company, your employees, or even your customers.

Create Your LinkedIn Company Page Today

Most customers trust social media over advertising — including social media for brands and companies. Your LinkedIn Company Page contributes to this statistic, and, in turn, helps bolster your brand awareness, trust, and social activity. Use this guide to develop your LinkedIn Company Page and start engaging with new customers, employees, investors, and followers.

Editor’s note: This post was originally published in August 2017 and has been updated for comprehensiveness.

Many small businesses don’t think they “do marketing,” or need to “do marketing.” In fact, around 37% of small businesses in a survey of 500 small businesses don’t have a website to market their products and services.

The basis for this line of argument for many of them is that they’re too busy trying to get customers through the door to be bothered about “fancy marketing.”

However, marketing is a more effortless and surer way to bring in the business they want. This article will reveal some benefits of digital marketing for small businesses and show that marketing truly matters regardless of the business you run.

They believe that customers would inevitably find their way to them since they have a great product or service. But unfortunately, although this strategy might bring some customers (after all, who doesn’t love great products and service?), its results pale compared to what they’ll get if they use digital marketing.

The global pandemic and measures to curb its effects have changed the business and retail landscape. Many people have integrated online reviews and searching online into their decision to purchase a product or service. This reveals just how much digital marketing helps small businesses and why it’s in their benefit to take advantage of this new situation.

The market out there is simply too big and important to be ignored. According to the Global Overview Report, more than 4.6 billion people worldwide use the internet, and 46.3% of them use the internet to research products and brands.

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So, what does this mean? Having a great product or service is essential, but it’s ultimately futile if nobody knows about it. Digital marketing is how you get your product out there and should be part of every small business’s strategy for growth.

Why some small businesses don’t invest in digital marketing

Since marketing offers many benefits, it’s bewildering to see small businesses fail to invest in it.

However, it’s important to note that these owners have their reasons. Some of the common reasons include:

Service-based companies don’t need to do marketing.

On the surface, this looks like a genuine reason, but it turns out to be smoke and mirrors. As long as you’re a business selling something, you can benefit from a sound digital marketing strategy.

The business has tried marketing before and it didn’t work.

Just because you’ve tried something before and it failed doesn’t mean it can’t ever work. Have you tried something else? Sometimes, some businesses have started on the right marketing path but fall off because of a lack of patience.

It’s essential to measure the right metrics in any marketing campaign to judge whether it’s working or not accurately.

There is plenty of help available to small business owners who want to improve their marketing strategy.

The business is small and plans to stay small.

Growth isn’t for everyone and small businesses that say this can’t really be faulted. However, just because you don’t want to grow bigger doesn’t mean you can’t benefit from marketing.

For example, marketing can help you increase your retention rate and even improve the quality of customers or clients you attract.

Free Guide: Digital Marketing For Small Business

Download Now

Why Digital Marketing is Important for Small Businesses

Relying solely on traditional marketing methods will not achieve the desired results, so small businesses should adopt digital marketing.

With so many people connected to the internet, online searches have increased in volume and frequency over the past year. 79% of consumers currently use the internet to find information about local businesses, and a digital marketing strategy makes it possible to be found easily by searchers.

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Another reason why digital marketing is excellent for small businesses is that it can turn customers into brand ambassadors. Using digital testimonials can complement the “word of mouth” way of marketing and since 89% of consumers read reviews before buying products, integrating such testimonials is a no-brainer.

Digital marketing widens your reach. By using multichannel, you can increase conversions and reach potential customers where they are. Social media is a gem, with 4.20 billion people using it. So by tailoring your message on the different channels, you can boost your reach over time.

1. It increases your reach

Considering that people today are spending more time than ever before in front of their screen, digital marketing offers small businesses a great chance to reach new audiences.

Small businesses can use either organic or paid digital efforts to reach these new audiences.

2. You can target your audience at the right time

Most digital marketing channels have personalization and segmentation features that allow you to reach your audience with the right message at the right time.

For instance, you can send time-limited offers to subscribers on your email list. Or run Twitter ads during specific holidays to target your audience at the right time.

3. It improves communication at all stages of the buying process

People rarely go from being unaware of your brand to become customers. There’s typically a buying process they go through, and digital marketing channels help you guide your audience through this process.

For instance, you can create valuable content that answers questions your audience might have with your blog. Also, you can use social media to drive conversations and engagement among your audience.

4. It’s cost-effective

Compared to traditional marketing, digital marketing offers a low-cost method to reach your audience. Sometimes, with channels like social media and email marketing, you might not even have to pay to market your products and services to potential customers.

5. It’s easy to tack and monitor

Most digital channels come with analytics that help you quickly identify what elements work within your marketing strategy.

Once you identify an under-performing area of your strategy, you can quickly switch things up and monitor how well the new elements are working.

6. Marketing allows you to know customers better

Before starting your business, you likely had an idea of your ideal customer. However, marketing helps you even get to know this ideal customer more.

How they interact with your campaigns and marketing messages helps you identify what’s important to them and how you can connect better with them.

7. It lets the customer come to you

Consistently creating valuable content for your audience helps you build authority and subject matter expertise (SME) in your industry. When people have problems concerning the topics you talk about, it’s easy for them to turn to you.

8. Digital marketing can increase your revenue.

Assuming your conversion rates are constant, it goes without saying that you’ll make more money if you reach more people — and that’s exactly what digital marketing helps you do.

Using social media, a website, email marketing, and more digital channels, you’ll have more avenues to reach more people through at a marginal cost difference than you would if you used traditional or in-person marketing methods.

Use Digital Marketing for Small Businesses

Digital marketing can have a huge, positive effect on your business. Developing a marketing strategy might take some time, but it’s time well worth it. No business, big or small, new or old, should overlook the opportunity to generate leads and improve conversions that digital marketing offers.

Editor’s note: This post was originally published in November 2006 and has been updated for comprehensiveness.

Outstanding leadership is key to any organization’s success. Without it, a business is prone to low morale and frequent turnover. One way to help yourself grow as a leader is to set actionable, trackable leadership goals. These goals should be focused on addressing your weaknesses and building upon your strengths.

Whether you’re a seasoned leader, or you’ve just stepped into your first management role, you should always make a point to improve your leadership skills. If you’re not sure where to start, we’ve put together everything you need to know about setting leadership goals and what goals you should focus on.

What are leadership goals?

How to Set Leadership Goals

Leadership SMART Goals

Leadership Goals Examples

What are leadership goals?

Leadership goals are objectives aspiring leaders set that typically pertain to improvements in communication and fostering healthy relationships — both of which create healthy, happy, and productive work environments.

As a leader, you should always assess your skills and look for ways to grow and improve. Maybe you’re excellent at organizing data for meetings but could work on your public speaking skills, or you excel at conflict-resolution but could still be a better active listener.

Goal-setting is key to effective leadership that can keep up with evolving industries. If you consistently set goals for your leadership style, both your employees and your business will benefit.

How to Set Leadership Goals

Your strengths and weaknesses as a leader may not be the same as the next person’s, so it’s important to tailor your leadership goals. It helps to take the time to sit down and write exactly what you want to accomplish. You can get started by first identifying your strengths and weaknesses. Then, you’ll want to choose one or two weaknesses you want to improve at a time.

After you’ve chosen the weakness (or weaknesses) you’d like to improve, set three or four development goals —and build a road map to achieve them. As you work toward your goals, track your progress. Once you’ve achieved your goals, reassess your leadership skills, choose new areas to work on, and set new goals.

Leadership SMART Goals

SMART leadership goals are leadership goals that are specific, measurable, attainable, relevant, and timely.

Specific

What is your exact goal as a leader? Saying you want to be a better listener is too vague of a leadership goal in this case. However, saying you want to lessen the amount of times your colleagues have had to repeat themselves by 10% is much more specific.

Measurable

Whatever your goal is needs to be measurable with quantitative data. Examples include wanting to improve revenue by 20%, cutting production costs in half, or expanding your team by adding 15 more people. All of these goals can be quantified.

Attainable

It’s important to set realistic goals. It’s great to have ambitious goals, but they shouldn’t be impossible. For example, a goal to quadruple your company’s revenue within the month may not be realistic, however, a goal to increase revenue by 20% each quarter is much more attainable.

Setting goals that are far too ambitious can result in burnout, missed deadlines, decreased morale, and high employee turnover.

Relevant

Your leadership goals should be clearly connected to the overall project you’re working on. For example, if you want to improve your brand’s social media presence, then having a goal specifically connected to raising engagement on Instagram, Twitter, or TikTok is relevant.

Timely

Give yourself a reasonable timeframe to complete your goals. For example, let’s say you want to improve your active listening skills by reducing the number of times colleagues have had to repeat information by 50%. To make this goal timely, you could give yourself three months to reach that goal.

16 Leadership Goals Examples

Here are 16 leadership goals every business leader should have:

1. Become a more active listener.

Effective leaders don’t just provide guidance, they also listen — that’s why improving active listening is an important leadership goal. Employees want to feel heard and know their voices matter. By hearing your team members and colleagues out, you can gain insight into new perspectives and discover ideas to move your business forward.

Active listening means giving the person who is speaking your full, undivided attention. You’re not just listening to their words, you’re consciously analyzing what you hear, paying close attention to the intent, content, and emotion of the speaker.

Pro Tip: Schedule a weekly meeting with at least one person who directly reports to you in order to practice active listening.

2. Learn to gracefully accept constructive criticism.

A key to improving any skill is to learn to take constructive criticism. Being open to upward feedback can help give insight into areas into how you can improve your workplace’s day-to-day. Empowering your staff to provide feedback on your or the company’s performance can also boost morale and lower turnover.

Pro Tip: Send out surveys and create spaces for your employees to provide upward feedback. Set a goal to increase the number of employees providing feedback by a certain percentage, such as 20% by the end of a quarter.

3. Be adaptable to growth and change.

No matter your industry, you should always be prepared to adapt to new developments. This was especially clear during the early days of the COVID-19 pandemic, when businesses had to swiftly adjust their business models to a changing economy and the norm of working from home.

The keys to being adaptable are developing backup strategies, creating a strong support system around the office, and not getting too attached to a particular business approach.

Pro Tip: It never hurts to come up with a Plan B, C, or D in case of an unexpected event. You may also want to practice mindfulness to develop habits that promote adaptability and calm.

4. Improve your confidence.

If you exude confidence in yourself, your work, and your decision making, others will feel confident in you as well. Employees are more likely to trust in and follow confident leadership. And don’t feel discouraged if you’re not feeling confident all the time.

On days when you’re not feeling confident, repeat uplifting affirmations to yourself and make a private list of your best qualities as a leader.

Pro Tip: Taking a class in public speaking is a great way to build confidence especially as it pertains to speaking in front of large groups of people.

5. Build emotional intelligence.

Emotional intelligence is the ability to understand, use, and regulate your emotions. This is a great leadership goal to have because you need to be able to remain calm if you want to adapt to a changing market or facilitate a healthy work environment.

To build your emotional intelligence, focus on these five components:

• Internal motivation
• Self regulation
• Self awareness
• Empathy
• Social awareness

Pro Tip: Commit to keeping a journal and giving yourself about 30 minutes at the end of each workday to document how well you handle your emotions. What were some good moments, and what are some pain points you need to work on?

6. Be comfortable delegating tasks.

Asking for help can be hard, but it takes a team effort to run a business. If you overload yourself with too many responsibilities, you risk experiencing burnout. Instead, get in the habit of asking for help and relying on your team when necessary. Delegating tasks can reduce your stress and even provide new opportunities for team members to develop new skills.

Pro Tip: Start by delegating two simple tasks a week to an employee (or employees) who directly reports to you.

7. Practice transparency.

A great leader is open and honest with their staff and takes accountability for their own actions. This establishes trust between management and employees, which is incredibly important during times of uncertainty.

Pro Tip: Commit to sending out weekly updates or hosting regularly scheduled meetings to keep employees informed about company wins and losses.

8. Become a mentor.

If you want to boost morale at the workplace and foster your company’s growth, you should also act as a mentor to your staff. You can be a mentor by uplifting your employees and guiding them toward advancement. This can be done with scheduled training activities and meetings.

Pro Tip: Schedule weekly or bi-weekly training sessions where you can offer advice and help staff members build their skills.

9. Improve time management.

Just like your employees, you have to meet your deadlines. That means committing to ending meetings on time, sending out important information in a timely manner, and following up when you say you will.

Pro Tip: Keep a timer and dedicate a specific amount of time to completing certain tasks. For example, give yourself 30 minutes to draft reports. If the task takes longer, keep track of why. Is the task naturally more time-consuming? Do you need to limit distractions? Use your findings to better audit your time in the future.

10. Micromanage less.

Micromanaging can make employees feel anxious, lower morale, and cause burnout for your staff. This all can lead to higher turnover and a decrease in productivity. Your employees want to know that you trust them to succeed in the company’s mission — so try to take a hands-off approach whenever possible, and make it clear that you’re always available for guidance when they need it.

Pro Tip: Reduce check-ins on projects to once a week or bi-weekly, allowing your employees to work without too much pressure.

11. Build a dynamic team.

A well-rounded team with diverse perspectives is a strong asset to any company. To achieve this as a leadership goal, you may want to look into higher diverse or global candidates, pair teams together, and emphasize fresh perspectives.

Pro Tip: A way to achieve this could be to implement blind hiring practices in your HR department and work to eliminate any biases.

12. Lead by example.

Whether it’s meeting deadlines, clocking into work on time, or increasing productivity, expecting your employees to live up to standards you aren’t meeting yourself is unfair. You have to set a positive example for your staff. That means approaching new tasks with enthusiasm and doing your part to ensure the company meets its goals.

Pro Tip: Don’t be afraid to get your hands dirty and step in to help with tedious projects when needed.

13. Offer more helpful constructive feedback.

As a leader, you should feel comfortable giving feedback to employees so that they know when they’re on the right track and where improvements can be made. Check-in with employees and give frequent positive feedback and constructive criticism to guide them along.

Pro Tip: Instead of waiting for something to go wrong to give feedback or waiting until an annual review, schedule weekly check-ins and make a point to acknowledge great work as soon as you see it.

14. Improve employee relations.

At a time when many employees are working from home and not together in a single office space, fostering strong professional relationships can be difficult. Making it a leadership goal to improve relationships among employees can ultimately build a stronger team that is dedicated to moving the company forward.

Pro Tip: Schedule bi-weekly or monthly coffee chats or virtual games to build community within the company and to allow your employees time to get to know each other in a relaxing environment.

15. Improve decision-making skills.

Make it a goal to find a decision-making process that helps you make sound decisions in a timely manner. This will help your team get started on projects sooner and allow the company to meet more deadlines. That decision-making process may include consulting your team for their input.

Pro Tip: This is yet another example of why it’s important to delegate certain tasks. Having someone you can appoint as a person you can defer to for input on decisions can help lessen the stress of decision-making.

16. Become aware of your team’s personal strengths.

Understanding your team’s individual strengths and weaknesses will make it easier to designate tasks most effectively. Make a point to evaluate each individual’s strength and assign tasks that will utilize those strengths. Your team will feel appreciated and production will go more smoothly.

Pro Tip: Once per quarter, send out surveys to employees asking them to highlight their strengths and areas they’d like to improve.

No matter how long you’ve been a leader, you should always have specific, actionable leadership goals to work toward. Becoming complacent inhibits growth — both yours and your company’s — so always reassess yourself and hold yourself accountable.

Zoho CRM is one of the more popular CRMs across the world—especially in India, where the company’s headquarters and the majority of its 250,000+ customers reside. 

With so many users entrusting Zoho CRM to house their leads, we wanted to make sure it was easy for NetLine Portal users to pass their lead data automatically.

Connecting the NetLine Portal to Zoho via Zapier

Linking the NetLine Portal over to Zoho CRM is simple and straightforward.

For our purposes, we’re going to start at step nine (Fulfillment) of the Campaign Setup as you’ve likely already completed steps one through eight.

(If you’d rather watch the video to learn how to connect the portal to Zoho, you can do so below.)

1. Connect Your NetLine Account to the Zoho CRM

Currently, there’s no direct API that directly connects NetLine to Zoho CRM. This could certainly change in the future, but in the meantime, this is why the internet invented Zapier! (If you don’t already have a Zapier account, you can create one for free.)

Starting at the Fulfillment step within the NetLine Portal, scroll down to the Connector Fulfillment section and select ‘Other’ from the Connector Type dropdown menu.

Next, we’ll hit, Edit/Setup. You’ll see here is a quick API key, which will allow NetLine to speak to Zoho CRM.

From here, we’ll need to figure out a few things: 

• Where are we sending the data?
• Which fields are important to us?
• Are there any constant fields? 

Of course, these fields will be determined by the needs and goals of our lead gen program.

2. Establish Your Zapier to Zoho CRM Webhook

In order to catch data being sent to Zapier, we’ll use a webhook; specifically a Webhook by Zapier, which we’ll want to connect to Zoho CRM.

Next, we’ll want to Catch Hook (which means we’re catching the data from NetLine) and instruct Zapier to Find or Create a New Lead. There are few different options available to you here, but based on the use case, our educated guess is that we’ll to want to find or create a lead.

Once all of these fields are complete, hit Try it.

3. Test Your Trigger

In Zapier, you’ll be greeted by a multi-step page. The first thing you should see under Choose app & event is Set up trigger. Copy this URL. With this URL copied, we’ll jump back to the Portal. 

Under Config Settings, paste the URL into the empty URL field. Hit Submit. We’ll come back to this page in a moment.

Now, we’ll return to Zapier and hit continue. When presented with the option to Test Trigger, click the blue button. You will get a message saying Zapier didn’t find anything. We’ll need to send a test via the NetLine Portal.

Returning to the Portal, you should see a new option under Connector Fulfillment and directly next to Connector Type to select Send Test. Click this link.

Clicking Send Test will pull up a number of test records which will be sent over directly to Zapier through the connector. After hitting Submit in the pop-up window, the system will take a second and confirm that those test records have been sent. 

Next, we’ll tab back over into Zapier and once again hit Test trigger. Now the data should be found within Zapier. 

If you see this screen above, hooray! It worked! Hit Continue.

4. Connecting Zapier’s Webhook to Zoho CRM

At this point, technically, we’ve already confirmed that NetLine has sent data in real-time to Zapier. Now what you need to do is connect Zapier to Zoho. To complete this step, you will need to be a Zoho CRM paying customer.

Within the Action step in Zapier (Find or Create Lead in Zoho CRM), you’ll choose “Converted Lead” from the Action Event dropdown menu. Hit continue.

5. Sign in to Zoho CRM

Under Choose Account, you’ll hit, “Sign Into Zoho CRM,” where you’ll be met with a pop-up OAuth to login. Effectively, this connects Zoho to Zapier, and Zapier is then connected to NetLine from there. 

The only other things that you’ll need to consider is going back into this and looking at the fields that we’re delivering and first figuring out are these fields and the naming conventions that Zoho is receiving them as meaning that like is city or, or lowercase.

You may be required to add some constant fields like an API key, but this will all be addressed in Zapier’s setup flow. You can pass in campaign names and tracking codes and even UTM parameters, if you so choose. If there are fields that you don’t even want to receive, you can simply remove those, which means we won’t be sending that data to Zapier, which means that most certainly won’t go into Zoho.

Successfully Connecting NetLine to Zoho CRM in a Matter of Minutes

That’s it! 

Zapier does continue forward with that progression a bit more, as there are little tools and tips to help connect the dots for you.

We hope this was helpful and kind of getting you on your way to passing along your leads! If you need any further assistance or want to walk us through some additional screenshots of the Zoho side, feel free to reach out to our Portal Support is always eager to help and provide solutions and guidance.

When we build a brand, we build an experience that reflects a purpose. Visual identity is a huge part of this brand experience. Colors, graphics, and fonts turn brand concepts into visual identities that can be recognized.

Once a brand is established, it needs to become a recognizable identity that the external world can perceive. This recognition comes with consistency, and achieving that consistency requires a strong visual identity system.

To create a visual identity system, you need all the visual elements that the brand has. The visual identity system’s basics are a strong brand guide and its implementation tasks. The ultimate goal of this system is to turn all the brand assets into principles that all the content team can follow to make sure that the online presence is aligned with the original brand concept.

Visual Identity System Benefits

A visual identity system is a way to make things easier, help people achieve a manageable and effective workload, and avoid mistakes. These mistakes can take place when there is no clear guidance about how to achieve excellent work results.

Putting systems in place turns complex processes into easy-to-understand steps that increase efficiency.

An effective visual identity system will help an organization:

• Improve the outcome of their content creation process.
• Avoid mistakes related to misunderstanding what the brand entails.
• Make collaboration between teams easy.
• Create complex strategies with a strong foundation that can help implement them.

How To Create a Visual Identity System

Step 1: Develop the Brand Identity

A visual identity system starts with what we know as the brand image. This includes the logo, fonts, and brand colors. Ideally, you’ll have these in a brand guide already, but if you don’t you should develop them in this step.

Step 2: Create a Mood Board

Mood boards are similar to visual identity systems in the sense that they depict far more than a logo and color scheme. Mood boards go a step further in displaying photographs, video, and even audio or scents to get a well-rounded feel for a brand.

Mood boards are curated content (i.e. not developed in house at a company or organization) and are not public. They’re strictly helpful in gaining inspiration and feedback from stakeholders about what the official visual identity system might look like once it’s finished.

Step 3: Get Feedback

Sounds simple enough, right? But this can be a step in the process that you revisit several times before settling on the perfect draft of your visual identity system.

Rather than creating proprietary content for your visual identity system every time you get new feedback, use your modo board from the step above to relay your vision. Once you get buy-in, you’re ready to put together your own visual identity system.

Step 4: Include Guidelines

In order for a visual identity system to work well, it’s important to include guidelines for using each element. These guidelines answer specific questions “How do designers create new content without breaking the consistency?” and “How does a website developer understand what the website should look like?”

There are, for example, types of content where a logo is not the best option to add, so designers can opt for a word mark or simplified logo instead.

It’s important to be very specific and particular with the guidelines so that there is little confusion and designers can develop discernment about best practices for using the visual identity system.

Once you have them in place, it’s time to add guidelines for each element. There are several ways you can structure this, but here are a couple of common ones:

• Dedicate a page to each element and include guidelines on the same page as the element.
• Include your brand guide at the beginning of the visual identity system document and add guidelines toward the end.
• Add an FAQ sheet explaining the guidelines for each element.
• Add samples of do’s and don’ts so the team sees real-world examples of the guidelines in action.

Visual Identity System Basics

If you want to build your visual identity system to make your brand stand out from the crowd, here are some best practices that can help you avoid common mistakes and achieve great results.

Know your message.

Know your message, purpose, and how you want to talk to your audience. Visual identity system basics need a strong foundation to succeed. Think about those values you want to share and the misconceptions you want to avoid at all costs. Create a schedule that prioritizes your main goals and allows you to create results aligned with your values.

Knowing what you want to communicate will help you build a message that is not only profitable but also aligns with your values.

Have a strong theoretical background.

Do you know that psychology studies the foundations of the relationship between colors and feelings? Have you noticed that a message can be read as scary or romantic based on your font? If you have this information, you can shape how people visually perceive your brand.

Psychology tells us a lot about colors and how they can affect people’s perception of our brands. If you don’t know much about this, maybe it is time for you to start diving into some research work.

Create an effective system.

Create an effective but scalable system so it can be upgraded based on your brand and business needs. The main goal of any system is to make things easier. That should be on top of every requirement that comes along the way.

Visual identity system examples are successful if they show the potential to scale without losing their efficiency.

Be specific.

Be as specific as possible, as this will make you avoid mistakes and the unnecessary back and forth between team members. Choosing details like the stock photos that suit the brand can make the difference.

Making things clear can be incredibly helpful for new team members who don’t have the brand background needed to understand the virtual identity system basics by themselves.

Create an Amazing Visual Identity System

Building a system is a concept that sounds more technical and specialized, which makes it hard to start. But, the truth is, even if you have just a bunch of tasks together, you’re already building the first steps towards your system creation. You’re close to the goal.

Systems can make everything easier, even if you start small with many questions. You will learn the details along the way.

Have you created a strong visual identity system? If you haven’t, today is the day to start.

All customers have different communication preferences regarding the brands they like. Some may want to call a company to learn more about what it offers, while others may initiate a conversation with a chatbot. 

As your goal is to create a customer experience that speaks to customer needs, you want to know which channels they prefer. 

Read on to discover new HubSpot Blog insight about customer communication preferences with their favorite businesses. 

Customer Communication Preference Statistics

How Customers Prefer to Learn About Products

A HubSpot Blog survey asked respondents how they prefer to interact with companies when looking for information about a product or service. 

46% said they prefer to review its content (videos, commercials, blog posts, images, etc.), 15% follow or visit its social media accounts, and 9% go to the company’s physical store and read reviews on review sites or social media pages. 

Data Source

1. Reviewing Content

Audiences overwhelmingly prefer to review the content your business puts out, so it’s essential to speak to this desire in your marketing strategy by creating the useful content your audiences are looking for. 

With this tip, it’s important to also be aware of the channels your audiences use the most so you can meet them on their preferred mediums. For example, Gen Z spends most of their time on YouTube, and 47% research products they’re interested in on the platform, followed by Instagram, Snapchat, then TikTok. 

2. Social Media

When it comes to social media, 56% of consumers are influenced by posts shared by friends and family for sourcing ideas. In addition, 54% of Gen Z shoppers and 58% of millennials agree that social platforms are better than online searches for finding new products. 

3. Reading Reviews

When it comes to reading reviews, a 2021 Stackla report found that UGC, which reviews are a type of, is 8.7 times more impactful than influencer content and 6.6 times more than branded content. 56% of people have also reported leaving an eCommerce store without purchasing because the site didn’t contain any customer reviews or photos. 

How Customers Prefer to Communicate with a Company

When reaching out to a company online, survey respondents preferred to message a human representative from your business (45%). 

Data Source

This is a crucial statistic to be aware of considering the rise of chatbots. While the AI-powered tool is undoubtedly helpful, customers are letting us know that they don’t want you to shift your entire messaging strategy to revolve around an automated tool.

However, the second-highest preference is for a mix of chatbots and human representatives. So, even though customers want to talk to a person, you can combine both tools in your strategy. When you leverage a mix of the two, aim to have bots complement the human experience. For example, a bot can initiate a conversation and collect information to transfer the customer to an agent most equipped to provide a solution. 

Customers are also okay with simply using chatbots for routine and simple tasks, like order tracking, checking status or balance, or changing an order. 

Image Source

Looking Ahead

As a business, it’s important to match the ways you sell with the ways people want to buy. Leverage the insight from this HubSpot Blog survey to ensure you’re speaking to current customer desires and meeting them on their preferred channels.

Social media marketing isn’t easy, and it’s even more challenging for introverts.

Up to 50 percent of people consider themselves introverts. Sometimes considered antisocial, the truth is that many introverts enjoy social activities but find them exhausting — where an extrovert might gain energy from being in a big crowd, introverts need time to recover and recharge.

For introverted entrepreneurs and small business owners, this poses a challenge: With social media a key component in brand building, how do they manage the demands of social interaction with the need to take care of their own mental health?

In this piece, we’ll offer eight easy tips to help improve your social media marketing (without losing your sanity) and four great apps to help you get the job done.

Social Media Tips for Introverts

1. Create a social calendar.

It’s easy for introverts to get overwhelmed with the sheer number of social posts, replies, and activities required to build a personal or business brand. But given that these connections are critical to boost your public profile and help drive new career opportunities, they can’t be ignored.

Best bet? Start by creating a social calendar that maps out what you’re going to post, where, and when to help make sense of social media efforts. Using a calendar also gives you more opportunity to be socially spontaneous if you’ve got the energy, since your posts are already penciled into your calendar.

Not sure where to get started? Check out HubSpot’s Social Media Content Calendar Template.

2. Pick and choose your people.

The great thing about social media is how it offers connections to so many people — and the terrible thing about social media is that it offers connections to so many people.

This is the case for many introverts; what starts as a great way to connect turns into a continual avalanche of opinions and ideas that’s hard to navigate and even harder to manage. As a result, it’s worth regularly assessing your social media feeds and curating who you follow. While you don’t want to create an echo chamber that cuts off your ability to build brands outside narrow circles, there’s nothing wrong with being choosy about who you follow and why.

3. Schedule social posts.

Despite best efforts, you’ll still get overwhelmed from time to time. That’s OK — and it’s important to take a break and recharge your batteries. The challenge? While introverts are resting up, they’re often still worried about what they’re missing on social media.

To help solve this problem, opt for an app that lets you schedule social posts at the time of your choosing. That way, you can confidently take breaks knowing that you’re still delivering content.

4. Find a matching platform.

Facebook is great for larger conversations, LinkedIn works well to connect with specific people, Twitter offers space for quick-fire interactions, and Instagram is all about images.

Chances are, you have a preference: Maybe you like the quieter atmosphere of LinkedIn, or maybe posting pictures makes it easier to feel connected with your audience. While it’s important to keep your social avenues open, there’s nothing wrong with investing more time in the platform that best suits your style, since you’ll be more productive over time.

5. Curate your content.

Not everything needs to be posted on social media. While sharing details about yourself and your life can help grow a social following and in turn bolster your business efforts, you need to draw a line between personal and professional posting.

In practice, this means deciding what content you post and what you keep private. There’s no right answer here — the key is setting boundaries that work for you so that you feel comfortable about what you’re sharing and secure in what you keep to yourself.

6. Track your social media metrics.

Social media metrics help you see what’s working and what isn’t, and come with the benefit of letting you take a break from people. Rather than reaching out to see why connections haven’t engaged with your brand or aren’t viewing your content, leverage data tracking and analytics tools to see where you’re losing interest. These metrics help you build out a better strategy and let you do it in peace and quiet.

7. Opt for one-on-one interactions.

Introverts are often incredibly engaging and social — when it comes to one-on-one interactions. Consider a party with hundreds of people all having a good time. Many introverts will seek out a single individual or small group and set up camp, rather than trying to mingle.

This approach also works for social media. As people make comments on your posts, consider reaching out with a direct message to strike up a conversation. These one-on-one conversations can let you shine socially without the need to navigate multiple interactions simultaneously.

8. Hire help as needed.

If social media marketing simply isn’t in your wheelhouse, consider hiring help. The complex and evolving nature of social platforms has created a market for social specialists capable of directly targeting your key audience segments and curating your social calendar. In much the same way that you might hire an accountant to manage your business finances, you can now tap social media expertise to streamline the process.

Best Social Media Apps for Introverts

1. Google Analytics

When it comes to metrics, you can’t go wrong with Google Analytics. The app lets you track which of your posts have been shared and on which platform, in turn helping you develop a more focused social media strategy.

You can also use Google Analytics to identify potential weak points in your current efforts. Are there certain platforms where you’re not reaching engagement goals? Are specific post types outperforming others? This data sets the stage for better interactions.

2. Buffer

Buffer lets you easily evaluate social media performance, schedule posts, and respond to comments ASAP.

With just a few clicks, you can schedule posts on the platform you prefer at the time of your choosing, freeing up your time to create new campaigns or build new content. Using labels and hotkeys, meanwhile, you can quickly pinpoint comments on your posts that need immediate attention so you don’t miss a customer concern or a new connection opportunity.

3. Adobe Creative Cloud Express

Formerly Adobe Spark, Creative Cloud Express provides the power of pictures with thousands of pre-built content templates. Easily make standout graphics, logos, and photo collages to showcase your brand or highlight your mission, and then posts these images on the platform of your choice.

Available for iOS, Android, and for desktops, you get full access to the app for 14 days for free — after that, you’ll need a Creative Cloud subscription.

5. REP

Love the impact of influencer marketing, but don’t like the idea of cold-calling influencers to work with you? REP has you covered. This influencer marketplace lets you post job opportunities, connect with potential influencers, and negotiate terms, all from the app.

It’s a great choice for introverts who want to leverage the power of social media but want to keep the number of uncomfortable interactions to a minimum.

Solving for Social Media Marketing Stress

There’s no way around it: Introverts will always find social media stressful. But it’s still a powerful tool in your arsenal, and with the right approach, it’s possible to strike a balance between building a public presence and protecting your private life.

Best bet? Prioritize where and what you want to post, and make sure to take regular breaks. Push yourself to do better, but recognize that introversion isn’t a problem to solve but rather a different approach that lets you cultivate more direct and in-depth, one-on-one connections.

Editor’s note: This post was originally published in April 2009 and has been updated for comprehensiveness.

Studies have shown recruiters typically scan a resume for only about six seconds before making a decision on whether an applicant is fit for a role.

With only six seconds to demonstrate your qualifications for a position, every detail counts – including the font you use. The question is, what are the best resume fonts to pass the six-second scan?

We asked HubSpot recruiters to reveal the seven best fonts for your resume as well as what they consider in terms of design in general, so your resume can stand out in the pile.

• Best Fonts for Resumes
• Does your resume font even matter?
• Worst Fonts for Resumes
• Ideal Resume Font Sizes

Featured Resource: 12 Free Resume Templates

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With only six seconds to demonstrate your qualifications for a position, every detail counts. To evoke a sense of style, professionalism, and uniqueness, it’s critical you put effort and consideration into your font choice.

When speaking with recruiters, it quickly became clear that classic fonts are still the best options.

“I’m a big fan of the ‘classics’ for resumes – Times New Roman, Arial, Calibri, Helvetica, and Cambria. I’m a little old school, but I think they are the cleanest and exude professionalism,” said Johanna Fleming, a former senior recruiter at HubSpot.

Riley Kundtz, former senior MBA campus recruiter at HubSpot, agreed.

“I find the classic formatting and Times font to be helpful when reading a dense resume from an experienced MBA candidate.”

Times New Roman has become a bit controversial lately. It was the go-to font for many years, but lately, some are opting against it.

“For me, it’s all about legibility and cleanliness – I prefer sans-serif fonts like Helvetica over serif fonts like Times New Roman,” said technical recruiter at HubSpot, Glory Montes. “Overall, I would just stay away from a font like Times New Roman, it’s overused and reminds me of long nights writing course papers in college.”

One font that’s similar to Times is Georgia, it’s a bit wider making it easier to read. In fact, it’s the font used by The New York Times.

Paulina Valdez Franco, executive recruiter at HubSpot, agrees with this take.

“My two favorite fonts are Helvetica, if you’re looking for a clean and classic look, and Georgia, if you’re going after a more modern and fun look,” she said. “The latter is also designed to read well on screens.”

Helvetica is widely used in the advertising industry and works equally well for text-heavy pages and documents.

A lesser-known font that’s a great option for your resume is Garamond, recommended by our current team lead of engineering recruiting at HubSpot, Rich Lapham.

“Recruiters have an idea of the skills they are looking for on a resume, so if you try a new style or format, it can be tougher for recruiters to find the information they are looking for,” he said. “Keep it clean and simple.”

Franco added that Arial and Calibri are great choices if you want to play it safe.

Bridget LeMon, global emerging talent and university recruiting manager at HubSpot, echoes this.

“It’s totally acceptable – and becoming more common – for candidates to stray away from the resume norms of Times New Roman and Calibri,” she said. “Avenir Next and Muna are two great options if you are looking to break the status quo.”

Ultimately, you’ll want to consider the position for which you’re applying when you’re choosing a font. To Montes’ point, certain more creative roles might benefit from a more unique font than Times New Roman.

Does your resume font even matter?

Most recruiters I spoke with were hesitant to even offer a font at all. Instead, they focus on the content.

“I typically don’t pay too much attention to font,” said Heta Patel former HubSpot recruiter. “I’m more concerned about whether the resume is formatted in a clean way – submitting a PDF is helpful with this, so your formatting doesn’t shift.”

Sales Recruiting Manager Kelsey Freedman agreed.

“Honestly, I don’t care much about the font of a resume, as long as it’s clear and in PDF format. I typically only review a resume for 20 to 30 seconds, so a traditional font is good. I would advise avoiding script font or bubble font, or something distracting like that.”

Ultimately, and as expected, your content still matters most. However, a clean, clear font will help avoid any irritability you might cause a recruiter with a distracting, messy design.

“What I get most excited about is the content. Depending on the role, I look to see that candidates are sharing direct and compelling snapshots of their work,” said Ashley Hodder, a global recruiting manager at HubSpot. “I look for indicators that show data orientation, autonomy, and thoughtfulness about business impact.”

Worst Resume Fonts

While some recruiters may not have suggestions for the best fonts to use, many can agree on some of the worst ones.

“Anything that is cursive, or too bubbly, is too hard to read. For instance, I’d stay clear of Comic Sans,” says Holly Peterson, team lead for UX recruiting HubSpot.

Another font type to avoid is Script.

With text-heavy documents, Script and any of its derivatives make things hard to read because they’re meant to look like they’re written by hand.

They’re generally used in hand lettering and calligraphy for artistic projects and shouldn’t be present anywhere near your resume.

Ideal Resume Font Size

When asked about which font size is best, Fleming said 12 is ideal. Most recruiters would agree.

Your text should be large enough to read comfortably without straining but small enough that there’s space to include all the key elements, such as an objective, contact information, skills, and experience.

Where you can go larger are for headings for your name and section titles.

If the font you chose is particularly wide, you can scale down to 10.5 – never going below it.

The key takeaway is that make your resume as clear and easy-to-read as possible, which means keeping the font size around 12, sticking to classic fonts with modern twists, and forsaking your favorite script font.

Editor’s note: This post was originally published in November 2018 and has been updated for comprehensiveness.