1. Breaking down your growth strategy into 4 simple buckets
Marketing and sales are a key driver of company growth. But that’s not the ultimate formula. It actually comes down to a very (VERY) basic set of four quadrants, and Ali Schwanke dissects this into usable, digestible information. (1) Quadrant one: Current customers + current product, (2) Quadrant two: New customers + current product, (3) Quadrant three: Current customers + new product, (4) Quadrant four: New customers + new product. Determining which quadrant you want to achieve growth from will be important for your sales and marketing efforts. And knowing this is critical to any marketing team or external partner you work with.
Quadrant 1: Current customers + current product
In order for this quadrant to work, your current customers must buy your product more frequently. Typically, companies consider changing their pricing strategy or adopting a subscription model at this point.
Quadrant 2: New customers + current product
The goal of this scenario is to acquire new customers for your current product or service since you haven’t gotten all the business you could from your target market.
Quadrant 3: Current customers + new product
This may be the “easiest” way to generate new revenue if you identify a problem your current customers have voiced and are willing to pay for. Your customers already trust you, and they’ve already dealt with procurement, payment, account management, etc. Therefore, selling should be straightforward, again assuming they have a need.
Quadrant 4: New customers + new product
This is the pipe dream, right? So much revenue potential! WRONG.
In this quadrant, everything is net new, which makes it the most challenging. Like a startup, it requires market validation, positioning, and GTM strategy.
Read more by Ali Schwanke on LinkedIn
2. Who owns an AI-created image or written work?
The chatter is ongoing on what AI can do to the creative industry, but not using it and copyright.
As of this writing, the answer is clear: No one owns it.
- If you use AI to write a book anyone can publish the book.
- If you use AI to create an image, anyone can reproduce and sell it.
- If your contract requires you to transfer the copyright to a deliverable, you’re in breach of your contract if you use AI.
Whether you are using a ChatBot to create words or Midjourney to create an image, you have to be aware of the implications of using work created in this way. As creatives, it is great to use to come up with ideas, but using the actual work can be problematic. It is definitely something we all have to watch in this industry.
full article was written by attorney MIchele Berdinis – on her blog please scroll down to March 13, 2023, to Read on!
3. New LinkedIn tools to help your content shine
“Whether it’s images, videos, newsletters, or documents, you get to choose the content type your Activity section shows first. This new experience will be available to all members in the next few weeks and we hope that as a result your network will quickly find and engage with your content, leading to more professional connections and opportunities.”
LinkedIn is looking to make user profiles more visually appealing, which will no doubt be music to the ears of the many critics of LinkedIn’s format, which hasn’t changed much over the years.
Now, you’ll have more ways to integrate visual elements into your profile presentation, with your Activity section now displaying images, videos, and articles in a more aesthetic display.
Boost your newsletter’s reach and discovery
You can now schedule newsletters and article content on LinkedIn. This means you can plan your content in advance and share it at the best times to reach your audience. When you’re ready to post, simply tap the “schedule” button on your share box and select the date and time to go live. It’s that easy!
Another new LinkedIn tool is to help your newsletter find the right audience. And, you can share and drive subscriptions with a one-click URL and embeddable button. This feature is designed to help you grow your subscribers and make it easy for followers to stay up-to-date with the latest insights and updates.
And there is more good news! It is now possible to customize the way your articles appear on search engines. Go to any article you’ve created and click on the “Publishing menu” in the top left corner. From there, click “Settings” and you’ll be able to customize your SEO title and description to appear in searches.
Original content by Keren Baruch, Director of Product at LinkedIn Read the rest of the article.
4. LinkedIn competitor analytics: how to research and beat other company Pages
Taking steps like tracking key performance indicators (KPIs) and benchmarking current metrics against past results can help you measure progress and ensure you’re reaching goals. On both mobile and desktop, you can access the dashboard by navigating to your company page, opening the Analytics tab, and locating the Competitors panel. I put in some of my designer friends and was surprised at what I found.
In today’s competitive business landscape, it’s crucial for marketers to stay ahead of the game. With the right tools and insights, you can use LinkedIn competitor analytics to inform your marketing strategies and stay one step ahead of your rivals.
Reporting and analysis are essential for social media marketers. It’s important to prioritize your company page’s metrics, such as tracking KPIs and benchmarking against past results. This helps measure progress and ensures that you’re achieving your goals.
How to Use LinkedIn’s Competitor Analytics Dashboard for Company Pages
The LinkedIn competitive analysis dashboard is available on both desktop and mobile. The two interfaces provide different information so it’s helpful to include both in your LinkedIn competitor analysis. You choose the competitors to follow, compare audience size and growth rate, and reverse engineer page growth.
If the page has any top-ranked posts with significant engagement, there’s a good chance that they contributed to the page’s growth. Click to view or save the posts for further research, and read the comments to learn more about the context including what followers appreciate about the content and the page.
If the page doesn’t seem to have any top-ranked organic posts, tap the Ads tile to take a look at paid content. Unlike the organic content feeds, the paid content feed doesn’t display engagement so you can’t always tell which LinkedIn ads are outperforming others. But you can spy on your competitors’ ads and get a sense of what’s working for them.
Check Competitor Highlights for Quick Content Comparison
The Competitor Highlights panel shows two metrics: total posts and engagement rate. Are you publishing more or less than the competition? The total posts metric shows you the number of posts your page published over the past 30 days and calculates a percentage to show how much more or less your page posts compared to the competition.
It is also a good idea to review competitor content and chart competitor analytics over time.