Tag: LinkedIn Marketing

How to Humanize Your Brand by Personalizing Your LinkedIn Page

Today more than 50 million businesses utilize LinkedIn pages as a means of connecting with potential employees, customers, and prospects.

In support of this trend, the platform is building on prior features — including Employee Notification, Kudos and Team Moments, and Community Hashtags — to help businesses forge a deeper sense of community and shared experiences.

Here’s a breakdown of the updates to note and how to use them:

Invite to follow: incorporating first-degree connections

“You’ve shared that one of the biggest pain points of building a brand is increasing your number of engaged and relevant followers,” said Rishi Jobanputra, Senior Director for Product Management.

To address this, first-degree connection can be seamlessly invited to your follow your company’s Page with a few simple steps. Simply go to your admin tools, and select ’Invite connections’ form the dropdown list. Once you’ve identified the people you wish to send invites to, tap on the checkbox next to their name and photo and hit submit. They’ll instantly receive an invitation notification.

This may seem like a subtle update, but one that makes the process of bridging offline and online connections much more seamless. For instance, if you’re at a conference or other networking event you can easily keep the conversations going with this tool.

Bear in mind there are a few qualifiers such as page admins with fewer than 500 connections will be provided with a ‘Select all’ option while those with less than 100,000 can use the ‘Grow your page’ audience module to invite members. Members can opt-out of receiving invites, and admins are limited to sending 50 invites per day.

LinkedIn Live: stream in real-time

LinkedIn Live originally underwent beta testing last February, and now is officially rolled out on all Pages. The feature gives the option for companies to carry out two-way conversations on-screen meanwhile fueling real-time participation through a dedicated comments section. Those with enabled push notifications and who already engage with video on the platform will also get alerted when a Page goes live.

Over the coming weeks, LinkedIn says it will work towards releasing a ‘stream targeting’ feature that brings in third-party tools like Restream, Wirecast, and Socialive to connect with those in different regions across the globe.

LinkedIn is also introducing private testing capabilities for Live Stream giving brands admins the chance to test and rehearse prior to going live.

According to LinkedIn, brands using Live Stream have seen 7X more reactions and 24X more comments compared to standard video posts.

LinkedIn’s dedicated Live Stream website shares a few actionable ideas for how to build your content including using it to help launch new products, showcase the people behind your brand, or demonstrate your thought leadership. “Whatever you choose, the magic is in making it interactive.”

Share updates directly: post via the homepage

In order to simplify the process for sharing content with your audience, LinkedIn has unveiled a new feature that “allows you to post from the same place you already post on LinkedIn so that you can promote your organization’s brand in the way that works for you.” You can also opt to share as an individual depending on the nature of the content. With this simple update, conversations can be sustained void of friction and hassle-free.

As we looked ahead and encountered new technology and platform updates, an important question that should drive decision-making is “how can these be leveraged creatively and as an innovation to deliver impactful experiences and expand our communities in positive and profound ways?”

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The post How to Humanize Your Brand by Personalizing Your LinkedIn Page appeared first on Social Media Week.


How to Use LinkedIn to Target the Professionals That Will Advance Your Business

Between 2011 and 2017, LinkedIn’s user base grew from 140 million to 500 million. Fast forward to today, the company boasts 645 million global users including over 150 million in the U.S. alone and is adding two new professionals to the user base every second.

What predominately used to be known for its résumé job searching capabilities has now evolved into a full-blown platform for marketing including content sharing and establishing a network of connections. In fact, 94 percent of B2B marketers on social media use LinkedIn to publish content.

Most recently, the company has unveiled new tools targeted to help users fill their project gaps by identifying service providers or freelancers who are fit for the job.

“If you are looking for someone to help you with your marketing strategy, simply search for ‘marketing,’ and filter by service provider. From there, you’ll see a list of providers that have shared that they are ‘open for business’ and fit your search criteria,” explained engineering manager Gaurav Vijayvargiya in an official blog post.

Doing so will trigger a list of results of individuals who are open business who you can message regardless if you are connected already or not. You’ll be able to browse any mutual connections you share, services they specialize in, and get a snapshot of their prior experience.

Below are some screenshots of what you can expect to see:

It may seem like common sense, but in the digital era don’t overlook the importance of taking the extra step to personalize your communication. Demonstrate you’ve done your homework and cite something specific from their background that particularly struck you. Spell out why the opportunity lines up and point to credentials that will encourage them to take action.

Under the same umbrella of adding value, LinkedIn has found that 91 percent of marketing executives view the platform as the best place to find high-quality content. With this stat in mind, a good practice to develop is to use your profile to showcase case studies and post relevant articles, stats, and insights that pertain to your business. This will not only serve as an informal sales pitch that can be browsed through at a potential client’s leisure, but keep your profile active and engaging for those already in your network.

In a separate platform update, LinkedIn is also simplifying and reducing the amount of time spent to get recommendations and referrals from both your network and the larger LinkedIn community.

“Similar to how referrals can get you in the door for a job opportunity, our research says that 51 percent of business leaders that hired a freelancer found them through a recommendation; and 36 percent of them found the provider through social media,” said Vijayvargiya.

Here’s the four-step breakdown for how it all works:

  1. On your mobile device, click the share box to create a post, and then click on “Find an Expert.”
  2. Fill out information about the type of provider you are looking for. It’s important to include project details and expectations, so that you get the most relevant recommendations. This section will automatically fill out a draft post for you to share.
  3. Be sure to review your post and ensure everything looks good before publishing. You’ll notice we’ve gone ahead and added in some relevant hashtags to help your post get discovered.
  4. Share your post. You can choose who can see your post – whether you only want recommendations from your network, or if you want to share more publicly. Once you hit share, the audience you selected will now be able to see your post and either comment directly on the post tagging folks who might be able to help, or message you to share their recommendations privately.

Whether you’re looking for your next star copywriter, a job coach to help you navigate your next opportunity, or someone tech-savvy to help you revamp and rebrand your website – with these updates, LinkedIn will reduce the hassle and headaches as you develop your business.

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The post How to Use LinkedIn to Target the Professionals That Will Advance Your Business appeared first on Social Media Week.


Increase your #Twitter #LinkedIn & #Facebook audience reach with automated Social Media Management Software tools!

If you have something to promote to your audience of Twitter Followers, Facebook Friends or Business Page Likers or LinkedIn Contacts, such as an event, a new product launch or an offer use an automated social media management software tools like Hootsuite or Buffer to help you reach more of your audience.

You can schedule posts to go out before you get up, at times when your too busy to post, days you are off and times when your a sleep to help you reach more if your audience then you could be manual tweeting and posting alone.

Set up a campaign similar to a TV or radio campaign and get your message across over a sustained period of time depending on what it is that you are promoting.

The “Increase your #Twitter #LinkedIn & #Facebook audience reach with automated social media management software tools” page was posted “By Mike Armstrong”


5 LinkedIn Marketing Tips

New post on Online Marketing Hub

5 Ways Content Marketers Can Get More Value from LinkedIn
by christopherjanb

If you only view LinkedIn as the site where you keep your digital resume and virtual business card collection, you won’t see how it really can help grow your business, expand your content’s audience, and build valuable connections.

LinkedIn is the definitive professional publishing platform and one of the largest business publishers in the world, according to Todd Wheatland, Head of Content Strategy at King Content.

In his presentation at Content Marketing World 2014, Wheatland noted that LinkedIn is often cited as the No. 1 source for new business. He pointed to content marketing phenoms Jay Baer, Joe Pulizzi, and Lee Odden, all of whom have named LinkedIn as their top source for new business as they built their multi-million-dollar companies in the last five years. It’s not just for entrepreneurs either. Wheatland’s previous employer, Kelly Services Inc., also cites LinkedIn as the top generator for new business.

What’s in a LinkedIn Group?
By now, we’ve all learned that the vast majority of LinkedIn Groups offer disappointing experiences. They are not administered well and often become filled with self-promotion that doesn’t give thought to relevance or context. However, when used correctly, Groups can be a great opportunity for content marketers. “There is huge potential if you are willing to invest the resources and time,” Wheatland said.

His keys to a successful LinkedIn Group include consistent management, dismissal of self-promoters and irrelevant content, and use of weekly email option to Group members. Take a look at some of specific recommendations and examples he offered:

1. Get rid of the garbage content

Wheatland shared some of his experience with successfully working with Groups. For example, Kelly Services Inc. once created the LinkedIn Group, HR Manager, but very quickly, it started to abandon its oversight of the Group. “It was terrible,” Wheatland said, explaining how it became filled with posts on weight-loss solutions, entries that were shared multiple times by the same members, and even a member who shared seven posts in the course of one day. “If you have more posts then comments, it’s not a good sign,” Wheatland said.

Instead of shutting down the HR Manager group, Kelly Services opted to spend 10 to 15 minutes a day moderating the cacophony of voices. If a post wasn’t on target with the professional interests of HR managers, it was killed, and the poster was removed from the Group. Remaining members started to see that the Group was being moderated and began to embrace it as a trusted resource for relevant information. Without any promotion, HR Manager soon grew to 55,000 members, with 500 or more members joining each week.

In addition, the HR Manager moderator continues to send a weekly email to members. “It’s an extremely powerful way to pull people back to your site or target,” Wheatland said. Notably from a content marketing perspective, these emails include links to Kelly Services’ content, as well as messages that encourage additional participation from Group members. The weekly HR Manager email also incorporates features like a Top 3 Posts of the Week list, and re-shares some of the questions posed in the Group to drive additional contributions to the discussion. The goal is to promote the insight of contributing members and encourage greater engagement within the Group environment.

2. Go off brand

Don’t be afraid to create a Group that might be a bit “off brand” for your business — as long as you identify it with a name that resonates with the interests of your targeted members. “It’s not about the company but about the audience,” Wheatland said. Be transparent, though, and make sure the connection to your company is readily apparent.

Kapost and HubSpot serve as are good examples of how this can be a useful strategy. Kapost created Content Marketing Academy, which serves as a learning experience for content marketers looking for advice from their peers. The Group now has more than 14,000 members, while Kapost’s own company-focused LinkedIn page only has slightly more than 1,000 followers. Similarly, HubSpot manages the Inbound Marketers Group, which boasts more than 113,000 members, compared to HubSpot’s company page, which has 70,000-plus followers.

3. Showcase your brand benefits

Late in 2013, LinkedIn re-engineered its Company pages and debuted Showcase Pages, in part to improve the foundation for its fastest growing revenue stream — sponsored posts and content, according to Wheatland.

Nested under a Company page, users can create as few or as many Showcase Pages as they want, though LinkedIn recommends a maximum of 10). Just like a Company Page, users are encouraged to be “followers” of Showcase Pages.

Wheatland says these pages can be developed for diverse purposes — not just product promotion. While you can create a Showcase for a product, you also can create one for customer service, another for a customer industry interest, and several more for geographic-specific content. The potential topics are virtually limitless, though Wheatland recommends that companies use them to Showcase only those topics that help them meet their business and operational goals.

4. Get Connected to the LinkedIn app

One of Wheatland’s favorite components of LinkedIn is its Connected app, which can function as a personalized researcher, boss, assistant, and marketer. Connected delves into users’ LinkedIn profile and activity, and can be synced with their calendar and contacts. Its features can come in handy for marketers in a variety of ways.

For example, each weekday it creates a personalized list of “15 updates you can do to engage with your connections on LinkedIn.” How can this help your business? Consider this scenario:

You schedule meeting with a new client prospect, Mary Smith at XYZ Company, for 2 p.m. Thursday.

At 10 a.m. Thursday, you receive an alert from Connected to view Mary’s profile. You show up at the meeting and ace the presentation because you were able to get background info on Mary that allowed you to tailor your discussion to her interests.

On Friday morning, Connected sends a message to alert you that Mary has a connection who works for one of your competitors. It encourages you to connect with Mary through LinkedIn to stay on her radar.

Connected also can send push-type messages and help you reach out to your connections with relevant messaging and content. For example, on weekends, Connected shares a special edition: “Five connections who were mentioned or shared content in the news over the past week.” Just click on “reach out” and can then send a personalized message to compliment those connections on their news items.

Connected also can be synced with other apps. For example, Wheatland connected it to his TripIt app. Connected now knows when Wheatland is headed to Melbourne, Australia, and can suggest that he meet with a particular connection. Connected even pre-populates an outreach message, so that he would only need to click to send a request to meet up with his connection while he’s in town.

5. Don’t forget the tried and true

Your LinkedIn connections are valuable because they serve as more than just digital business networking tools. They are part of your LinkedIn algorithm, which can help you find new connections, valuable content, and more to help you in business.

By taking a few extra steps, you can add even more value to your LinkedIn experience. For example, At CMW, Wheatland described LinkedIn as “CRM lite,” advising users to take 20 seconds when they add a connection to detail what is known about the person or the relationship.

To do this, use the relationship tab for each connection. Detail how you met or know the person, and add notes and tags. Wheatland said adding keywords to the tag section better facilitates your ongoing relationships. For example, say you tag a connection with “supply chain.” Two months later, you read an interesting article that’s relevant to the supply chain industry. You can then search for all your connections that you’ve tagged with this keyword and LinkedIn will compile a clickable list you can use to select the ones you would like to share the article with —all without having to leave the LinkedIn environment.

Todd Wheatland’s practical tips helped Content Marketing World attendees improve their LinkedIn activity. Didn’t attend the presentation or couldn’t make it to Content Marketing World this year? You can still catch up on the biggest issues, ideas, and innovations in Content Marketing. Check out our Video on Demand portal for more info.

For more on this article or content marketing in general see:

5 LinkedIn Marketing Tips page posted “By Mike Armstrong”