The power of a positive online presence
How to control the narrative, understand your audience better, and rethink AI's role in your life
Your business’s reputation extends far beyond the walls of your office.
Let’s talk about how you can keep track of what your audience is saying—in all corners of the web.
Today’s agenda:
🤩 How positivity plays into your brand’s success
🧑💻 Leverage your audience’s personality type
❤️ The “new world of work” is more human
💼 Briefly — our quick news roundup
⏱️ Up & coming
🛜 Building your online reputation
🚪 Think of your business’s online presence as a digital office. What happens when people walk through the front door?
Adam Petrilli, CEO and founder of NetReputation.com, says a positive online reputation establishes a lasting brand impression.
🤔 Why it matters
If your potential customers head to Google and search for your business, what are they going to see in the first 10-15 results?
Whatever it is, it’s going to influence their next moves.
Petrilli says a positive online presence is crucial for the following reasons:
Digital “word-of-mouth” via reviews and testimonials are read and distributed by thousands
Your content will rank higher in search (search engines favor authoritative + trustworthy content)
Positive online interactions translate into loyal, long-term customers
You’ll get the benefit of the doubt in a PR crisis
You’ll attract top talent
💪 How does it happen?
Consistency + hard work.
Use tools to monitor your online presence so you can stay on top of what people are saying and keep engagement high.
💡 Check out this list of the top social media listening tools for 2024.
🎭 What’s your audience’s personality type?
You know all about customer personas. But what about personality types?
Content marketing specialist Andi Robinson says your audience’s personality traits offer valuable insights into their behaviors and preferences—and lead to more targeted messaging.
Robinson’s examples:
Conscientious and efficient personalities—emphasize convenience and time-saving aspects of your product/service
Creative and open-minded personalities—emphasize innovative or unique aspects
🤝 The marriage of demographic + personality insights will make your strategies more tailored and targeted.
Ok, but how do I find out their personalities?
Surveys
Personality tests
Customer feedback
Customer engagement
Focus groups
💡 Building in a personality-based aspect to your customer personas takes time and regular re-evaluation.
Remember, it’s just one part of a great marketing strategy—not the entire thing.
🤖 Rethinking AI’s role in the workplace
If AI is “changing the definition of work,” how do we change along with it?
LinkedIn CEO Ryan Roslansky says we can do this with a skills-first mindset.
What that means:
View your job as a “collection of tasks” vs. a job title
Understand that your tasks will change as AI evolves
Break down these tasks into what AI can do, what AI can improve, and what only you can do
Once you understand the unique skills you bring to the table, you can continue strengthening them.
‘People skills’ that 92% of execs say are crucial today
Problem solving
Active listening
Empathy
💡 Roslansky encourages leaders to view AI as “one tool in the toolbox” that helps people do their work more efficiently—not the only way around.
Briefly
✂️ Big Tech’s constant job cuts are likely to become a new normal in a “post-ZIRP world” that is on the other side of the major breakthroughs of the past, according to Business Insider
🚨 These social media customer service templates were designed to help you navigate “anything your audience throws at you”—even during a crisis
🛑 Check out some tips for collaborating with influencers in meaningful, impactful ways that will stop your viewers in their tracks
🌲 “Evergreen content” is crucial for your sales—here’s why (and how to create it)
🔗 Research proves LinkedIn’s power for businesses—these marketers cracked the code for leveraging this power in their strategies
Up & Coming
Conversations have shifted from Federal Reserve rate hikes to rate cuts, with some experts anticipating the first cut to come as early as March.
We can expect more insights into this process this week as the Fed meets today and tomorrow.