Ask the Experts 6/18: Email Subscription Tips, Reputation Management
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Question One: My email subscriber count has been lagging as of late. Our content has stayed relatively the same, so I’m not sure why this is happening.
Our Answer: There are a whole host of reasons that your email list has seen decreased levels of growth. It could be because you changed the call to action. It could be that you added something else to your blog that is distracting users from your email subscription box. It could be that your call-to-action isn’t noticeable enough.
As you mentioned, your content hasn’t changed, but that may be the reason your subscriber count has stagnated. It may be time to think up some new content ideas or make your call-to-action more noticeable.
Another way to attack this problem is to go into your analytics and look at the month when conversion rates starting trending downwards. Where there any significant changes surrounding your blog? Try to isolate the incident so you can be sure it doesn’t happen again.
Question Two: It seems like I’m always hearing news about companies screwing up their social media accounts. How can I engage my audience without accidentally becoming the next big news story?
Our Answer: One of the best ways to make sure you maintain your reputation in social media is by monitoring the flow of conversation. Using applications like Mention and HootSuite allow you to peer into the minds of your audience and other potential followers. This way, you can see the conversations surrounding your business before they lead in a negative direction. What’s more is that reputation management gives you a better understanding of what your audience’s needs are and how they communicate.
The brands that miscommunicate to their followers are the same ones that never take the time to listen or engage their audience in a meaningful way. If you aren’t willing to meet your consumers from their perspective, expect the conversations surrounding your business to be negative. On the flip side, if you’re willing to talk to your customers, as well as listen, you’ll find the conversations that much more positive.