Tag: LinkedIn

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How to Become a Thought Leader on LinkedIn

How to Become a Thought Leader on LinkedIn

“Thought leadership” is one of those buzzwords that we’ve all heard roughly a million times. And while it may feel like one of those terribly overused cliches, based on my experience as a business owner and coach to corporate leaders and entrepreneurs, I understand why we hear it so often.

Because, done well, it works.

I tell you this from personal experience. I’ve also seen the payoffs of thought leadership among the clients I’ve served over the past 10+ years.

Building or affirming your thought leadership—in the right places and with the right audiences—can help you foster trust and credibility with customers, become a go-to voice in your industry, and open up amazing opportunities.

Here’s my story:

In 2010, I got this wild idea to build JobJenny.com, a platform that would offer professionals answers to their most pressing career questions, assist them in navigating business or job transitions, and inspire them to live their best lives.

My initial intention was to create a side hustle business that complimented my then-day job as head of a recruiting agency. I’d low-key answer the most common questions I heard about job search and career development, help people with their resumes, and support them in growing their small businesses.

What I didn’t see coming was this: By sharing my firsthand perspective on how recruiters think and work and lessons learned as I built my own business through my blog, LinkedIn, and subscriber newsletter, I was becoming a thought leader.

But that’s exactly what happened and, as it did, I was able to expand my services, raise prices (a lot), sunset my recruiting business, and attract lucrative partnerships, including one with LinkedIn Learning.

My thought leadership successes were, admittedly, rather accidental, but yours don’t have to be. In fact, if you apply some strategy and planning to this, you (and your business) may benefit from your thought leadership much more quickly than I did.

Here are five quick tips that’ll help you build thought leadership via LinkedIn—one of the best platforms out there for many small business owners (though they’ll work just as well is Instagram or TikTok is your platform of choice):

1. Think About Your Most Important Audience and What They Want to Hear

Certainly, you’ll want the freedom to share perspective and information that’s meaningful to you and aligns with the goals of your business. But, when you get down to it, what matters most is that you’re talking about things that your ideal audience wants to hear.

And, if you’re not sure what that is, try my very non-scientific technique:

Review the questions that come in via your contact page, email, and LinkedIn InMails weekly. What, specifically, are people requesting help with the most?

In my experience, posts inspired by real-life questions and pain points get the most comments, engagement, and shares. I’m guessing you’ll find a similar trend. So, dive into your inbox and start there.

The answers to “What should we talk about?” are, literally, right there in your inbox. Start there.

2. Consider Your Unique Perspective

Do you know what sets you and your business apart? You should. If you don’t, ask your best customers what they appreciate the most about you to help you get clear on your “secret sauce.”

My unique perspective, as a point of reference, is that I insist on showing up as an approachable and relatable human.

Certainly, I want to ensure it’s clear that I know what I’m talking about and I’m hyper-current on my industry. I also understand that the process of changing jobs or careers is stressful for nearly everyone. And so, I work hard to show up in a way that’s non-intimidating, non-boring, and incredibly actionable.

And, it’s working. It’s a key reason I was invited (out of a sea of roughly 3,273,204 job search experts on LinkedIn) to create video courses with LinkedIn Learning. My conversational, roll-up-your-sleeves style also helped me land me a long-term gig as a columnist for The Muse (one of the biggest players in the career space) and an upcoming, still-top-secret writing project, which you’ll see later in 2022.

Figure out what sets you apart, then make sure that the content you share honors your overall brand and your unique perspective.

3. Brainstorm What You’ll Share

Once you’ve got clarity on your audience and unique perspective, spend some time brainstorming topics that align with your goals and affirm your expertise. A few types of content that tend to resonate well on Linkedin in particular include opinion pieces, analysis of industry data, case studies, AMAs (Ask Me Anything), and interviews.

I’ve recently begun using AMAs on LinkedIn (via LinkedIn Live) as a tool for helping potential customers as they contemplate their job search and to point them toward my paid offerings. (Here’s my first one.) So far, the results are incredibly promising. In just a short amount of time weaving video content into my messaging on LinkedIn, I can already see why 87% of those using LinkedIn video for marketing say it’s an effective channel for them.

As you brainstorm, create a list of your best ideas and draw from it over a period of weeks or months. We’re all so busy. Knowing what you’ll share on LinkedIn (and when) will help you stay the course.

4. Play to Your Strengths

Something that seems to create the most stress among entrepreneurs as they chart a course for building thought leadership is that dreaded imposter syndrome.

I can’t tell you how many times clients have told me, “But, I’m not a writer,” or “I’m terrified to speak on camera.”

Here’s the good news: You don’t have to write original content if that’s not your jam. Maybe you’re better off vlogging or doing Q&As on LinkedIn Live.

And, if you’re not a strong writer or comfortable on camera, guess what? You can still build thought leadership, as a curator.

Curators are those magical people we all have in our news feeds who seem to always find the most interesting articles, trends, and information. They pose questions based on what they read. They invite us to weigh in. They create thoughtful debate.

And, in doing so, we come to know them as people who are passionate, intelligent, and engaged in their particular areas of expertise.

We come to know them as thought leaders.

5. Show up Authentically, Always

You’ll probably agree with me when I say that there are plenty of “what not to do” examples of “attempts to build thought leadership” on LinkedIn.They’re everywhere.

When you look close at the stinkers, I’ll bet you’ll notice something. Most of those in your “worst of the worst” category are lacking an extremely important ingredient: authenticity.

You see, people align with—and buy from—those that they know, like, and trust. (In fact, 86 percent of consumers say authenticity is important when deciding which brands they like and support.) And, if you get too hung up on showing up as all buttoned-up on LinkedIn (or any other social media platform), you run the risk that people won’t see who you really are, as an entrepreneur and a person.

Be strategic, for sure. But if you’re serious about leveraging LinkedIn to establish or affirm your thought leadership, you’ve got to show up as the real deal.

Trust me: You’ll be so glad you did.


Grow Your Influence, Build Your Brand: 4 Powerful Ways to Use LinkedIn

Grow Your Influence, Build Your Brand: 4 Powerful Ways to Use LinkedIn

LinkedIn isn’t just for keeping tabs on your old colleagues anymore. Many small business owners have found incredible benefits from including LinkedIn as part of their social media strategy, from building brand recognition to connecting with valuable mentors to finding new clients.

While you can gain plenty of traction simply by posting now and then, there are tools you may not know about that can improve your impact. Read on for a few new ways to start using LinkedIn today—along with examples of how a few entrepreneurs have put them to use.

1. Start a Newsletter

You can already easily share your expertise by publishing articles on LinkedIn, but for another way to build up your thought leadership and possibly a decent following at the same time, check out LinkedIn’s newer newsletter feature.

Publishing a newsletter is similar to publishing an article, with one key difference. When you publish an article, only a small percentage of your connections will see it in their feed, depending on the platform’s algorithm and how much they’re paying attention. When you publish a newsletter, on the other hand, every single one of your subscribers gets a notification that you’ve shared new content, making it much more likely to lead to a higher engagement rate.

Newsletters are an ideal strategy if you want to write content on a focused topic and can publish great ideas on a regular cadence. For instance, Latesha Byrd, CEO of talent development agency Perfeqta, started a newsletter on the future of work and within two months of publishing weekly she had almost 5,000 subscribers.

Grow Your Influence, Build Your Brand: 4 Powerful Ways to Use LinkedIn

Latesha Byrd’s LinkedIn newsletter, The Perfeqta Future of Work.

The ability to publish a newsletter isn’t currently available to everyone, though. In order to access it, you have to turn on creator mode on your dashboard and meet certain access criteria (at least 150 followers or contacts and a recent history of sharing original content). Once newsletters are available to you, you’ll see a “create a newsletter” option when you click “write an article” at the top of the home page.

Grow Your Influence, Build Your Brand: 4 Powerful Ways to Use LinkedIn

Scroll down on your profile page to find your dashboard, where you can turn on creator mode.

2. Host Live Conversations

Live videos are an ever-popular type of content across social platforms, and LinkedIn is no different. There are a lot of possibilities with LinkedIn Live video, but what we’ve seen work the best for small business owners is hosting intimate conversations or roundtable discussions.

For one, it allows you to tap into the incredible and ongoing engagement that video content offers. Just like on many other platforms, LinkedIn Lives stay up as a recorded video after the event is over, extending your potential reach.

Sherrell Dorsey, founder and CEO of The Plug, has found great results from hosting Live discussions. “We may have 400-500 people viewing the discussion live, and then I’ll look up a week later and 4,000-5,000 people have watched the video. That engagement has led to great conversions to our newsletter,” she says.

Grow Your Influence, Build Your Brand: 4 Powerful Ways to Use LinkedIn

LinkedIn Live discussion hosted by Sherrell Dorsey of The Plug.

LinkedIn Live can also be a great way to connect with other leaders, tap into their audiences, and provide valuable content to your followers. “I get to bring on some phenomenal people that are actually doing this work,” says Byrd of the Live conversations she hosts. “Other companies can see that it’s possible for them or get some tangible and tactical strategies to take back to their organization.”

Similar to newsletters, this feature isn’t currently available to everyone. You must meet the same access criteria and then submit an access request to be able to stream live.

3. Create or Reshare Video Content

If going live is a little too daunting for you, that’s okay too. As is true for most of the internet, video content of all types is performing well on LinkedIn right now, and like we’ve seen elsewhere (Instagram Stories is a good example of this) your video content doesn’t have to be nearly as well-produced as videos for other platforms.

“The great thing about LinkedIn is that it doesn't have to be super polished or professionally edited,” says Byrd. “I shared a video of me where I just got in front of the camera and talked for a minute about the scary process of rebranding my business. It got so many likes and views that it even got the attention of the LinkedIn team.”

Sheena Russell, founder and CEO of Made With Local, agrees that you don’t have to be quite as curated when posting videos on LinkedIn. “It feels like a low-pressure and low-stakes environment where I also feel a lot of other founders are sharing more freely.”

She’ll even go so far as to repost videos created for other channels—like Instagram reels—that feel applicable to her personal brand on LinkedIn. “It’s not what it’s built for, but it does tend to do well,” she says. “We’re not a formal or stuffy brand at all, so I want our little corner of LinkedIn to feel authentically us.”

Grow Your Influence, Build Your Brand: 4 Powerful Ways to Use LinkedIn

Sheena Russell of Made with Local reposts a behind-the-scenes on her LinkedIn feed.

4. Hire or Find Clients on the Services Marketplace

LinkedIn is synonymous with hiring for many, but they also have an entire marketplace dedicated to finding contractors and other service professionals. This can be great for small business owners who often can’t afford full-time help just yet.

Simply head to the Services Marketplace and search for the support you’re looking for: graphic design, public relations, accounting, lawyers, and more. You can send more information about your project and request a proposal within the LinkedIn app.

Grow Your Influence, Build Your Brand: 4 Powerful Ways to Use LinkedIn

Marketing strategists on the services marketplace.

Or, if your company is a service provider, use this feature to find your next client! At the top of your profile page, click the “Find potential clients” box to add information about the services you offer and show up in the marketplace.

Grow Your Influence, Build Your Brand: 4 Powerful Ways to Use LinkedIn

Set up the services you offer on your profile page.

There’s a lot that LinkedIn can offer. I hope these suggestions help you get started if you aren’t already leveraging LinkedIn as a part of your overall social media strategy. Whether it’s one of these options, or something completely different, building a strong LinkedIn strategy can have a major impact on your personal brand or your small business, check out these same entrepreneurs sharing more about how LinkedIn has impacted their businesses here, and reach out anytime on Twitter if you have suggestions for other topics you’d like to see us cover here!


How LinkedIn Has Transformed The Businesses of These 3 Entrepreneurs

How LinkedIn Has Transformed The Businesses of These 3 Entrepreneurs

People often think of LinkedIn as the place to go for personal career growth but it can also be an incredible resource for growing your company. Especially if you’re a small business owner whose personal brand is closely linked to your company mission, LinkedIn shouldn’t be ignored as part of your social media strategy.

I sat down with a few founders to learn more about how LinkedIn has transformed their businesses. Read on to hear their stories, see their results, and learn the strategies you can start implementing today.

Quick note: Before you get started with these strategies I recommend you audit your LinkedIn profile to ensure it's accurate and compelling. It won't take much time and it can go a long way!

Building Thought Leadership

While other social channels are typically reserved for building your company’s brand, LinkedIn provides a unique opportunity for you to grow a personal following—that can, in turn, support your brand’s recognition. This is especially true when your individual thought leadership aligns closely with the mission of your company.

When Sherrell Dorsey started the digital news and insights platform The Plug, she knew she wanted it to be seen as the leading voice in the Black innovation economy—and she wanted her voice to be in the mix as well. She turned to LinkedIn to share the work she was doing and lessons she was learning a couple of times per week.

How LinkedIn Has Transformed The Businesses of These 3 Entrepreneurs
Sherrell Dorsey, Founder and CEO of The Plug

The results were shocking: “Just a few months later, the kind of engagement I received was insane. And then just a few months after that, I was named a LinkedIn Top Voice in Technology.”

This recognition has helped give Dorsey and her company more leverage when it comes to PR outreach and speaking opportunities. “There’s a little street cred to it. I think folks come across my profile and they see that I’m a LinkedIn Top Voice, so I must be legit,” she says.

She’s continued to double down on her LinkedIn strategy—adding LinkedIn Live conversations into the mix—because she’s noticed how demonstrating her passion ultimately boosts her company’s brand, too. “It's been a way for people to see me, see the work, see the authenticity, and then make a decision that they want to engage with this brand based off of what they’ve seen me post or share on LinkedIn,” she says.

Connecting With Industry Leaders They May Otherwise Have Never Met

Social media is great for connecting with new people, regardless of where they’re based. But many entrepreneurs share that LinkedIn has been especially valuable in this respect. In a post-COVID world where conferences and gatherings are less common, LinkedIn is a powerful platform for finding peers to serve as sounding boards, mentors to learn from, and even future customers from afar.

Sheena Russell, founder and CEO of Made With Local, loves the fact that her company operates out of the relatively remote city of Halifax in Nova Scotia, Canada. However, she shares, “In certain circumstances, it can feel isolating to not be where the action is.”

How LinkedIn Has Transformed The Businesses of These 3 Entrepreneurs
Sheena Russell, Founder and CEO of Made with Local 

Thanks to a strategy of sharing some behind-the-scenes action and reflections on her life as a CPG (consumer packaged goods) entrepreneur on LinkedIn, Russell has grown her network far beyond what would be possible locally. “With LinkedIn, I am personally connected to huge CPG founders and people who are running brands I really admire,” she says.

Beyond helping Russell and her team feel more connected and giving them the chance to learn from the best in the business, Russell expects these far-reaching connections will prove valuable as Made With Local sets its sights on expanding into the U.S. and beyond.

“It's a really great way for us to start building a name for ourselves in the international CPG and natural food and beverage community that will serve us down the line when it's time for us to finally start selling into those markets,” she says. “By that point, I will hopefully have shown up on the feeds of lots of other CPG founders and people from the States, so they'll be somewhat familiar with the brand.”

Meeting Clients

Many social media platforms seem like a fun diversion—but do they actually help small businesses make money? The answer for LinkedIn—especially for companies in B2B or career-related industries—is a resounding yes. According to the Content Marketing Institute, LinkedIn is the top paid and organic channel for B2B businesses.

Latesha Byrd, CEO of talent development agency Perfeqta, has seen this firsthand. Back in 2015, before founding her company and while she was still working a full-time job, she started using LinkedIn Profinder (now called LinkedIn Services Marketplace) to advertise her career coaching services and find her early clients. “That essentially tripled the amount of revenue I was bringing in for my business, and in about six months I was able to leave corporate America,” she says.

How LinkedIn Has Transformed The Businesses of These 3 Entrepreneurs
Latesha Byrd, CEO of Perfeqta

Even today, as Perfeqta has established itself on other platforms, LinkedIn continues to be a powerful driver of clients. “One of my current retainer clients—a tech startup that we created a talent acquisition framework and did some diversity and inclusion roadmapping for—found me on LinkedIn and reached out,” Byrd notes.

Although not every new connection will lead to an immediate sale, putting yourself out there on LinkedIn can be a powerful way to build a pipeline of potential clients. “After my last LinkedIn Live, someone who works in diversity recruiting at a really great company reached out to ask for the inclusive recruitment guide I mentioned,” Byrd says. That LinkedIn Live has since been viewed almost 30,000 times.

The best part is that all of these business owners agree that LinkedIn requires less intense curation and content creation than many other social platforms. Post consistently a few times per week, engage with people in your world, and don’t hesitate to share your story authentically. With those three steps, you’re well on your way to building a strong LinkedIn strategy—and growing your business in all kinds of incredible new ways.


How To Save Time Planning and Creating Social Media Content

How To Save Time Planning and Creating Social Media Content

There’s no denying that content creation is time-consuming. You have to think of what to post, create a graphic, write a caption, choose hashtags, post the content, and engage with your audience in the comments—and then do it all again, and again, and again.

While the challenges of social media content creation may feel daunting, showing up consistently has big benefits for your business. By posting valuable content consistently, you can:

  • Grow your audience
  • Increase brand awareness
  • Build authority in your industry
  • Improve engagement

If you are looking to achieve any of the benefits listed above, it is worth figuring out a sustainable strategy for saving time planning and creating social media content. The key to achieving this is twofold—planning in advance and batch working content creation.

How To Save Time Planning and Creating Social Media Content

Multitasking—A Cautionary Tale

Let’s take a moment to talk about something we all do—multitasking. Multitasking often feels productive because you are doing “all the things”, but in reality, multitasking is one of the least productive things you can do.

It has been estimated that only 2% of the population is actually proficient at multitasking. When you switch from task to task, it actually takes 50% longer to accomplish a task. (John Medina, Brain Rules).

“Only 2% of the population is actually proficient at multitasking.”

So what are the 98% of us that are not proficient multitaskers supposed to do? The answer—when it comes to social media content creation—is creating a system and batch working. Below is a process that you can repeat each month to save time planning and creating your social media content.

Content Planning Process

Each month, set aside time to map out your social media content for the following month. By outlining the content topics you want to cover for the entire month, you can look at your content from a higher level and be more strategic about your content plan. Plan on spending 1-2 hours each month mapping out your content for the following month.

Plan on spending 1-2 hours each month mapping out your content

Things to include in your content plan:

  • Number of posts. How often do you post (or want to post) each week? Keep in mind that quality and consistency are more important than the number of posts. Stick to a schedule and frequency you can sustain long-term.
  • Goals. What are your overall business goals for the month? How can your content support those goals?
  • Any important dates. Do you have a new product or service launching, or an event? Plug those into your plan first, so you can fill in supporting content around them.
  • Social media holidays you want to “celebrate”. Are there relevant social media holidays you want to celebrate on your social platforms? This list has a good roundup of these types of holidays, or you can always research those that are specific to your industry.

With this content roadmap, you can confidently go into the month knowing what content needs to be created each week (more on that later).

What Types of Social Media Content Should You Create?

One of the biggest challenges when it comes to social media content is knowing what to post. When creating content for social media, it is important to share a variety of types of content. Your content should educate, entertain, or sell.

Below are a few examples of businesses balancing content that educates, entertains, and sells.

Bulletproof (@bulletproof)

Bulletproof balances entertainment, education, and sales very well in their content. They highlight their products, share recipes and answer FAQS, and create funny, relatable GIFs.

How To Save Time Planning and Creating Social Media Content
Screenshot of Bulletproof's Instagram profile.

Shopify (@shopify)

Shopify shares inspiring personal stories of their customers, encourages conversation and engagement by asking questions, and sharing video content with “how” and “why” motivating life hacks.

How To Save Time Planning and Creating Social Media Content
Screenshot of Shopify's Instagram profile.

Flodesk (@flodesk)

Flodsesk highlights new features, shares tips and best practices for email marketing, and encourages engagement from their audience by asking “this or that” and “would you rather?” questions.

How To Save Time Planning and Creating Social Media Content
Screenshot of Flodesk's Instagram profile.

Another advantage of planning your content for the entire month is that you can better distribute and plan the types of content you will be sharing. Rather than scrambling to come up with something to post and potentially posting too many sales-focused posts or too many funny memes, planning in advance allows you to be more intentional and strategic with what you post. That ensures you are hitting all the marks building the know, like, and trust factor with your audience, serving them, and ultimately converting them.

Let’s say you want to share four posts per week. To balance your content types, you could share two educational posts, one sales-focused post, and one entertaining post each week. As you plan your month of content, you can start to plug in your content ideas according to that cadence and flow.

Bonus tip: This step of the process does not need to be high-tech. Simply use a monthly calendar (you can print one at Print-a-Calendar.com if you don’t have one) and grab some sticky notes and a pen and start jotting down your content topics. This process allows you to move things around as needed to better balance and distribute your content. Alternatively, you can plan in digital form on a Google calendar or in software like Asana, Trello, or Cickup. Choose the tool that works best for you so that you are more likely to use it.

When planning content, it is important to remember that content doesn’t have to be overly complicated. Really anything can be content if it is valuable to your ideal audience. Share your knowledge, take your audience behind the scenes, introduce your team, share customer testimonials or reviews, answer frequently asked questions. Know that you have insight that your audience craves—they told you that when they chose to follow you.

Streamline Content Creation With Batchworking

Let’s circle back to batch working and how to apply the tactic to content planning.

What Is Batch working?

Batch working is a highly focused, topic-specific form of working. When batch working, you divide your work into different hours/days and focus on only one thing at a time. Batch working can be applied to all areas of your life and work, but here we will focus on how to utilize it for content creation.

The idea is that by focusing on one task at a time, you can get into a flow state which is when your productivity and creativity truly flourish. The end result is better quality content in less time. A win-win!

Step 1: Plan a Month of Content

As outlined above, the first step in planning and creating social media content is to map out the entire month on content.

Assuming you have your monthly content plan and roadmap ready to go, each week you should follow the steps below to streamline the content creation piece of the puzzle.

How To Save Time Planning and Creating Social Media Content
Photo by @stilclassics.

Step 2: Create All Visual Content

With your content roadmap, decide what visuals need to be created for the week. Write a list of everything you need from stock photos, custom graphics, videos, Reels, cover images, etc.

Once you have the list, it’s time to start creating. For custom branded graphics, you can use a tool like Canva. Create (or purchase) a library of templates you can easily customize with different content each week. This keeps your branding consistent and also saves you time as opposed to starting designs from scratch each week.

How To Save Time Planning and Creating Social Media Content
Photo by Canva.

Step 3: Write All Captions

Captions do not have to take a long time to create. By batching captions and following a caption formula, you can quickly write captions that convert your audience. A good caption should include:

  • Hook: Grab their attention right off the bat. Think of the first 7-14 words of your caption like an email subject line. You have to inspire your audience to click “read more”.
  • Value: Deliver on what you promised in your hook and share content that educates, entertains, or sells.
  • Call to Action: Tell your audience what you want them to do next (i.e. share, like, comment, click, buy, sign up, tag, etc.). Keep your calls to action simple and fun to increase the likelihood that your audience will follow through.
How To Save Time Planning and Creating Social Media Content
Photo: Luke Southern via Unsplash

Step 4: Schedule Posts

Now that you have your visuals and captions, it’s time to schedule your posts according to your content calendar. Using Buffer’s Publishing tool, go to Settings and set your posting schedule.

How To Save Time Planning and Creating Social Media Content

Then navigate to your queue, drag and drop images and copy/paste captions and click “Schedule Post” or “Add to Queue”. Depending on the type of post, your post will either automatically publish at the scheduled time, or you will receive a push notification at the scheduled time to post yourself.

How To Save Time Planning and Creating Social Media Content

Step 5: Add Hashtags (if posting to Instagram)

If you are posting to Instagram, when you schedule your post, you also have the option to add up to 30 hashtags to the first comment of your post. Buffer’s hashtag manager allows you to save hashtag groups right in the platform. This makes it easy to choose the right hashtag group(s) to add to your post. When used thoughtfully and strategically, hashtags are a great way to extend the reach of your content.

How To Save Time Planning and Creating Social Media Content

Enjoy The Benefits of Planning & Scheduling Your Content in Advance

Imagine not having to constantly be wondering, “What should I post?”. As you get into the habit of planning and scheduling content in advance, you will start to see your efforts pay off. Not only will your content strategy benefit you, but you will also save yourself time and reduce stress around social media content. Instead of “posting just to post”, adopting a content batching routine allows you to create high-quality content when you are in your “content zone” and schedule it according to your social media strategy.

When you plan content in advance, your content can better support your overall business goals. If you have a product or service that you want to promote, an event or a company milestone, planning in advance lets you work backward to create strategic social media content that supports those goals.

Finally, by freeing up time and energy in the content creation process, you allow yourself to spend more time in other areas of your business. That extra time can be spent building connections and relationships with your social media community, or in other areas of your business like sales, admin tasks, networking or growing your team, or even on self-care. Think about what you would spend those extra hours on each month, and use that as motivation for sticking with your new content process.

Social media is a powerful tool for businesses. By planning in advance, you can leverage social media strategically and thoughtfully.


Social Media for Nonprofits: Empowering Younger Generations to Take Action

Social Media for Nonprofits: Empowering Younger Generations to Take Action

Today’s youth is craving to be at the forefront of successful movements, tearing down and rebuilding structures and enacting positive change around the world. Increasingly, nonprofits are leveraging this desire and turning to younger generations to drive change and become the future leaders of the world. Their main catalyst of change? Social media.

This is the driving notion at Sustainable Energy for All (SEforALL), a young, vibrant, and growing organization that is pushing for bolder actions to make universal access to modern and clean energy happen by 2030. They believe that the younger generations are the driving forces of the current climate action movements; they ask the most challenging questions, are open-minded, and use their own network to reach new audiences of leaders and supporters. Through their platforms, SEforALL truly hopes to channel the right mindset and influence the future leaders of the world.

In this interview, you’ll hear directly from Meriam Otarra, Communications Specialist at SEforALL, and you’ll learn:

  • Why it’s important for nonprofit organizations to appeal to younger audiences nowadays
  • How to connect on a deeper level with younger audiences through reader-friendly, modern, dynamic content
  • The marketing tactics that work best to reach younger audiences
  • Tips on building awareness and community around important causes via social media
Social Media for Nonprofits: Empowering Younger Generations to Take Action

This post is part of the #BufferBrandSpotlight, a Buffer Social Media series that shines a spotlight on the people that are helping build remarkable brands through social media, community building, content creation, and brand storytelling.

This series was born on Instagram stories, which means you can watch the original interview in our Highlights found on our @buffer Instagram profile.

There are so many great nonprofits working hard to make the world a better place. We want to help a tiny bit when it comes to their social media marketing efforts. We offer a 50% discount to all registered nonprofit organizations. Here’s how you can apply for the discount!

Tell us more about you! What’s Sustainable Energy for All (SEforALL) all about and what’s your role there?

Hi my name is Meriam Otarra and I’m a Visual & Digital Communications Specialist for international organizations. I currently lead the creative communications and social media for Sustainable Energy for All (SEforALL). SEforALL is a young, vibrant, and growing organization that works with the United Nations, international organizations, governments and the private sector to ensure we achieve Sustainable Development Goal 7 (SDG7) — access to modern, clean, reliable, and sustainable energy for all — by 2030. We’re soon celebrating a decade of SDG7 progress since SEforALL was initiated by former UN Secretary-General Ban Ki Moon. Since then, there has been an increasing demand for SEforALL platforms and products, and that’s why as part of the communications team, I make sure that these digital products are:

  • Reader-friendly, modern, dynamic;
  • Reaching the right audiences!
Social Media for Nonprofits: Empowering Younger Generations to Take Action
Meriam Otarra, Communications Specialist at Sustainable Energy for All

Tell us about the “This is Cool” campaign! What has made this campaign so successful?

From where I’m from, which is the Philippines, a day never passes by without hearing someone say, “It’s hot.” (Either that, or “Oh my god, it has been raining non-stop for 7 days!”) And without urgent actions to the climate crisis, the rural and urban poor in developing countries in Africa and Asia are getting more and more at risk of the consequences of heat, because they can’t access or afford whatever cooling technologies are available out there.

SEforALL started the #ThisisCool campaign last year after releasing one of the household reports called Chilling Prospects, which tracks the global development of delivering universal sustainable cooling. The campaign aims to raise awareness of the current cooling situation (last year it was found that around *1.02 BILLION* people are at high-risk due to lack of access to cooling!), its challenges, and what can be done across the world to make sustainable cooling for all a reality.

Social Media for Nonprofits: Empowering Younger Generations to Take Action

As part of the campaign, we created a microsite with Greenhouse PR, with different cooling case studies—from cool rooftops to farming innovations—and provided a nicely illustrated toolkit that can be used by anyone and everyone to start the conversation on sustainable cooling. Check it out at thisiscool.seforall.org!

Why do you believe it’s important for nonprofit organizations to appeal to younger audiences nowadays?

We’ve said it before at SEforALL (and we’re definitely not the first ones to say it!), but youth are the driving forces of the current climate action. They aren’t afraid to speak out and demand better policies or a better response to the pandemic that’s affecting us, youth, both short- and long-term. As social media managers, sincere engagement is what we ultimately aspire to build, and at least for what I can say as the frontline of SEforALL social media, youth are the ones who ask questions, are open-minded, share ideas, and use their own network to help SEforALL reach other audiences who may have otherwise not heard about SEforALL before. Through our platforms, we can only hope to channel the right mindset and influence the future leaders of the world.

As social media managers, sincere engagement is what we ultimately aspire to build, and at least for what I can say as the frontline of SEforALL social media, youth are the ones who ask questions, are open-minded, share ideas, and use their own network to help SEforALL reach other audiences who may have otherwise not heard about SEforALL before.

As a nonprofit international organization, how do you connect on a deeper level with younger audiences?

We’re not scared to dive into conversations with youth. That’s why we created the SEforALL Youth Summit last February, organized by the SEforALL youth representatives ourselves, to show that youth voices are needed to be heard and that SEforALL is here to listen. The outcomes of that Summit are also going to feed into the high-level meetings on energy happening this September.

Social Media for Nonprofits: Empowering Younger Generations to Take Action

What marketing tactics have you found work the best to reach younger audiences?

We found showing data and infographics that hit closer to home for younger people have had better engagement and reactions than most other content. Two good examples that we’ve pushed out during the Summit were (1) showing data through an infographic on the amount of energy the whole country of Senegal uses versus the amount of energy Californians use playing video games; and (2) no energy access, no internet.

We found showing data and infographics that hit closer to home for younger people have had better engagement and reactions than most other content.

For our #ThisisCool campaign, we also reached out to youth influencers in the climate action sphere in Africa and Asia by commenting on their posts related to passive cooling (see example below). And only when they follow us back do we actually send them a personalized message on Twitter telling them about our campaign and ask them for their emails so we can send the toolkit directly to them. It’s important for us to know that they believe in our message as we do with them before we bombard them in their inbox. With the support from Greenhouse PR, we selected them not just based on their following count, but also the quality of content that they put out.

Which social media platforms have successfully driven SEforAll’s missions forward and why?

As far as advocacy goes, our Twitter and LinkedIn profiles have had the most impact on SEforALL projects. Twitter is fast-paced and straight to the point and easy to connect with our audiences in the international organization sector. As we (and our partners) always have events, knowledge products to release, it’s usually the first platform we utilize for any campaign. And while LinkedIn is quite the contrary, we’ve used our LinkedIn to establish thought leadership in the energy access scene, as well as show value and appreciation to our staff. It’s also quite surprising but a lot of our youth audiences are mostly on LinkedIn.

We’ve used our LinkedIn to establish thought leadership in the energy access scene, as well as show value and appreciation to our staff. It’s also quite surprising but a lot of our youth audiences are mostly on LinkedIn.

What advice do you have for other organizations that want to build awareness and community around the causes they care about via social media?

Two words—timely and timeless. At SEforALL, we don’t want to be just quick, we also want our content to be relevant yesterday, today, tomorrow. It helps to create content that puts the cause into proper context, one that is straight forward, relatable, short.

At SEforALL, we don’t want to be just quick, we also want our content to be relevant yesterday, today, tomorrow.

We recently did a 2-minute explainer on why we need universal energy access or Sustainable Development Goal 7. It was also created to reach out to those who are not yet familiar with the Sustainable Development Goals in general. We talked about current events, why energy is needed for cold chains for vaccine deployment, why children need energy to access online education, etc. Art and copy have to go hand in hand. At SEforALL, I’m lucky to work with multimedia wordsmiths that make my work easier.

What actions can businesses and individuals take today to make sustainable cooling a reality?

When we think about cooling, the first thing that comes to mind is air conditioning. But cooling for all depends on many different solutions and with the climate, economic, health crises that we are facing, we need to make sure we prioritize efficient and affordable solutions that (1) won’t spike energy demand, and (2) don’t have negative environmental impacts.

Business, corporations, individuals—all stakeholders—can think about cooling solutions in four ways:

  • Passive cooling solutions: no-energy solutions like trees that provide shade or natural ventilation in buildings
  • Policy solutions: governments prioritizing passive cooling in building codes or cities ensuring enough green space to keep the city cool
  • Financial solutions: making energy-efficient refrigerators and air conditioners easier to purchase by the mass public
  • Service solutions: training people and companies how to be more sustainable and how to create sustainable products

To find out where we are in delivering sustainable cooling for all and what the newest cooling innovations are out there, we’re having a virtual event on the release of our 2021 Chilling Prospects report this May 5!

We hope this interview with Meriam helps you get started with or double down on your social media efforts. You can follow Sustainable Energy for All on Instagram here and on Twitter here!


LinkedIn Up to 722 Million Members, Continues to See ‘Record Levels of Engagement’ – Corporate B2B Sales & Digital Marketing Agency in Cardiff covering UK

LinkedIn Up to 722 Million Members, Continues to See ‘Record Levels of Engagement’
Posted on October 28, 2020 by admin
LinkedIn continues to grow, in terms of overall members and active engagement, according to the latest data from parent company Microsoft.

— Read on maconsultancycardiff.com/marketing-company-cardiff/linkedin-up-to-722-million-members-continues-to-see-record-levels-of-engagement/

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

How LinkedIn is Combining Paid and Organic Tools to Boost Virtual Events

In May Linkedin debuted Virtual Events to help smooth the transition to virtual events. Since then, more than 200,000 events have been hosted on the platform, reaching nearly 10 million digital attendees. Seven months of this “new normal,” however, there is still a lot to navigate and new questions and virtual surrounding hybrid and virtual events continue to surface.

To improve its Events options even further, LinkedIn solicited feedback about the offering and identified several key areas of improvement. More specifically, the company is introducing new discovery features, promotion options, and data capture processes.

Here’s a high-level overview of the updates and how you can bring them into your strategy for your next event.

Driving organic discovery

First off, LinkedIn is enhancing organic discovery through personalized recommendations in the “My Network” tab and weekly Event email digests. “So far, we’ve seen a +40% increase in event attendees from recommendations found in the ‘My Network’ tab,” the company shared.

Separately, when you post an event from your business Page, LinkedIn will automatically notify your followers who are most likely to attend based on various criteria, including their interests. In an age of information overload, hyper-targeted and relevant messages are critical to rise above the noise and earn attention. Ideally, these efforts will help reduce the clutter in this regard and limit potential spam.

Capturing leads

As part of the feedback, Linkedin also heard from businesses that they’d like more streamlined options for tracking attendees and gathering important data on those who have registered their interest in their event. In response, the platform is introducing registration forms for events where details including names and details can be captured.

A bonus? These lists are downloadable directly from your event page and used to send personalized notes including thank you emails. In addition, you can bring these into your CRM or share it with your sales teams to build your outreach lists over time.

Promoting and retargeting events

Per Linkedin, Page followers who are exposed to your organic content are 61 percent more likely to convert on your paid ad. What does this really mean in the grand scheme of your strategy planning? Successful promotion involves a mixed media strategy.

To help boost the reach of organic posts around events, the company is rolling out “Sponsored Content Single Image Ads.” Per LinkedIn’s Head of Product, Ajay Datta, these will be particularly effective in engaging executives, decision-makers, and other hard-to-reach audiences. In addition, when included with an Event URL, these ads can be a straightforward way to trace how it performs against new, specified metrics, such as the total number of registrants, as well as views and clicks on the ad that resulted in a registration. To continue the conversation with prior event registrants, simply create a custom target audience in Campaign Manager based on those who have RSVPed to any of your LinkedIn Events.

The growing usage of video connection

According to Linkedin, 60 percent of members want to use video meetings on LinkedIn for networking. This added layer of human connection while keeping a safe distance amid the current pandemic, is more important than ever and gives an opportunity for people to bring humanity to their conversations and practice digital empathy.

In this vein, LinkedIn announced the full roll-out of its new video meeting options within InMessage. The platform hinted at this update a few weeks back as part of its overall refresh including new colors and visuals. To initiate a video call with another person or group in a thread, click on the video meeting icon and select a provider including Blue Jeans or Zoom, to sign-in or register. LinkedIn isn’t stopping here, either. The company hinted that it is also working on advanced event analytics, a new Events Ad format, and attendee networking options slated for roll out soon.

Let’s face it — B2B events will likely never be the same but rather become a hybrid of the physical and digital. COVID-19 has taught us that we can use technology and re-think the various aspects of in-person events from ticketing and registration to presentations and networking and redesign them in meaningful ways to maximize impact for everyone involved.

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The post How LinkedIn is Combining Paid and Organic Tools to Boost Virtual Events appeared first on Social Media Week.


Masterclasses Speaker on so far in 2020 at Introbiz…

Online events keynote speakers

At the start of lockdown in the UK, Introbiz launched their online networking events! Every week, they host dedicated online networking events where members and visitors can attend and network with each other, as well as listen to wonderful keynote speakers from across Wales and the UK and from around the World.

Previously, Introbiz have welcomed the likes of global entrepreneurs, Sharon Lechter, Dr John Demartini, Kevin Green, Mark Wright, Les Brown, Brian Tracy, Jairek Robbins, Bob Burg, Tom Ziglar and many more. There are many more online networking events and Masterclass keynote speaker events planned over the coming months so make sure you book your place to attend. 

Guest speaker content access

Please complete the form below and sign up for related promotional materials from Introbiz about their guest speakers.

Completing the form will give you the password to access and view their previous online networking events.


If you already know the password skip the form and click below

Guest Speaker Content Access

You can browse our previous online networking events below.

Events Graphics 9 - Guest Speakers

Colin Maclachlan and Sean Molino (July 2020) 

Colin Maclachlan is a former SAS soldier with over 25 years of security and risk-related experience. He is best known for appearing in Channel 4’s SAS: Who Dares Wins. Colin was involved in some of the most high profile and daring SAS missions in recent time. Colin left the SAS and started doing security consultancy for the Saudi Royal Family, A-List Celebrities, and US Media Networks. He has also founded his own charity Who Dares Cares that aims to link and support veterans as well as others that encounter stress.
Sean Molino is a former Physical Training Instructor that served within the 1st Battalion Welsh Guards. He is now the Director of the Multi-Award winning Forces Fitness Ltd and Founder of the Veterans Awards CIC that operates in England, Scotland and Wales

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 76 - Guest Speakers

John Demartini – International Author and Business Consultant (July 2020) 

Dr. John Demartini is a world-renowned specialist in human behavior, a researcher, author and global educator. He has studied over 30,000 books across all the defined academic disciplines and has synthesized the wisdom of the ages which he shares on stage in over 100 countries. His presentations whether keynotes, seminars or workshops, leave clients with insights into their behavior and keys to their empowerment.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 73 - Guest Speakers

Tom Ziglar – CEO of Ziglar Inc. (July 2020)

Tom joined the Zig Ziglar Corporation in 1987 and climbed from working in the warehouse to sales, to management, and then on to leadership. Today, he speaks around the world; hosts The Ziglar Show, one of the top-ranked business podcasts; and carries on the Ziglar philosophy. Tom leads Ziglar in its efforts to continue to deliver his father’s inspirational message to high-achievers around the world.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 79 - Guest Speakers

Bob Burg – Hall of Fame Speaker and Bestselling Author (July 2020)

Bob Burg has helped companies, sales leaders, and their teams to more effectively communicate their value, sell at higher prices with less resistance, and grow their businesses for 30 years. He regularly addresses audiences ranging in size from 50 to 16,000 — sharing the platform with notables including today’s top thought leaders, broadcast personalities, Olympic athletes and political leaders including a former United States President.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 75 - Guest Speakers

Jonathan “Jiffy” Davies – Welsh Rugby Legend (July 2020)

Jonathan Davies is a former Welsh rugby player who played in the 1980s and 1990s and represented Wales in both rugby union and rugby league. He was named player of the 1993–94 season, winning the RFL’s Man of Steel Award. Since retiring from rugby, Davies has worked in the media as a commentator and pundit in both codes, mainly for the BBC in both the English and Welsh languages. Since 2004 Davies has hosted his own rugby themed chatshow, Jonathan, on S4C.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 64 600x600 1 - Guest Speakers

Brian Tracy – International Speaker, Trainer and Author (June 2020)

Brian Tracy is Chairman and CEO of Brian Tracy International, a company specializing in the training and development of individuals and organizations. He is among the top speakers, trainers and seminar leaders in the world today. Brian Tracy has consulted for more than 1,000 companies and addressed more than 5,000,000 people in 5,000 talks and seminars. As a keynote speaker and seminar leader, he addresses more than 250,000 people each year.

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introbiz les brown - Guest Speakers

Les Brown – Legendary Motivational Speaker (June 2020)

As one of the world’s most renowned motivational speakers, Les Brown is a dynamic personality and highly-sought-after resource in business and professional circles for Fortune 500 CEOs, small business owners, non-profit and community leaders from all sectors of society looking to expand opportunity. For three decades he has not only studied the science of achievement, he’s mastered it by interviewing hundreds of successful business leaders and collaborating with them in the boardroom translating theory into bottom-line results for his clients.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 1 1 - Guest Speakers

Raphael Burke – Football Coach and Property Investor (June 2020)

Raphael Burke was part of the class of 1992 Manchester United football stars. He played alongside the likes of David Beckham, Nicky Butt, Ryan Giggs and Phil Neville. After leaving the team Raphael became a coach and started working with young footballers at Bristol City. Raphael is also a keen property investor, which he has focused on strongly after his football career. Raphael will be talking about how to learn from failure in your life as well as his life experiences.

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alison edgar - Guest Speakers

Alison Edgar – The Entrepreneurs’ Godmother (June 2020) 

Alison Edgar has worked with some of the worlds’ top thinkers. From Dragon’s Den entrepreneurs, to Apprentice Winners and the biggest names in business including The Discovery Channel, NHS, WHSmith, and Sky. She knows what it takes to transform a business from zero to a multi-million pound turnover.

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hannah hawkshaw - Guest Speakers

Hannah Hawkshaw – Award-Winning Entrepreneur and Blogger (May 2020)

Hannah Kathleen Hawkshaw is a recognised multi-award winning blogger, singer/ songwriter and entrepreneur. She has travelled internationally to conduct workshops in countries such as the United States of America and Germany, on the topics of next-generation digital marketing and personal development.

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camilita nuttall - Guest Speakers

Camilita Nuttall – Global Keynote Speaker (May, 2020)

Founder of the Event of Champions, Camilita Nuttall’s story of rising up from humble beginnings is motivating. But it is her straight-forward advice and ability to provide immediately-actionable insider tips that sets her apart. The ideas are bold. The delivery is loud and passionate. Every person who comes into contact with her is immersed in the tenacious belief that their goals can be accomplished – and that journey begins right now.

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jairek robbins - Guest Speakers

Jairek Robbins – Global Keynote Speaker (May, 2020)

Jairek Robbins is a man dedicated to helping professionals like you achieve success by living with purpose in your life and business. At only 23 years old, Jairek was awarded the Congressional Award (Gold Medal) from the United States Congress.He has conducted trainings for a variety of companies & organizations including… Harvard University, The United States Marines, The United States Air Force Special Forces, BMW, REMAX, UBS, Major League Baseball Teams and members of the U.S. Olympic team.

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dr.fabrizo img - Guest Speakers

Dr. Fabrizo Mancini – Global Keynote Speaker (May, 2020)  

Dr. Fab Mancini is America’s leading healthy living media expert, a world renowned chiropractor, Hay House’s international best-selling author of The Power of Self-Healing and host of his popular radio show, Self-Healing with Dr. Fab. He is also the best-selling author of Chicken Soup for the Chiropractic Soul,internationally acclaimed educator, business leader, speaker, and President Emeritus of Parker University.

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jamie baulch - Guest Speakers

Jamie Baulch – Triple World Champion and Olympic Silver Medallist (May, 2020)  

Jamie Baulch is a triple World Champion and Olympic Silver Medallist. He won the 400 metres gold medal at the 1999 World Indoor Championships. As a member of British 4 × 400 metres relay teams, he won a gold medal at the 1997 World Championships, and silver medal at the 1996 Olympic Games. He represented Wales at the Commonwealth Games where he won an individual silver and a bronze medal in the 4 × 400 m relay.

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Introbiz Networking Breakfast Event Friday 31st January 7 30am 10 00am Hensol Castle 30 300x300 1 - Guest Speakers

Sally Cassidy – Global Sales Director at Traveleads (April 2020)  

Sally Cassidy is one of the UK’s leading sales professionals and currently holds the position of Group Sales Director for Traveleads, one of the UK’s largest independently owned Travel Management companies.  Sally has combined her passion for sales, business growth and personal development with her talent for training and public speaking and has used this to develop her UK wide sales team to be first-class influencers who consistently deliver impressive numbers.

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Kevin Green Image - Guest Speakers

Kevin Green – Property Investor and Secret Millionaire (April 2020) 

Kevin Green is a self-made multi-millionaire and social entrepreneur and an acknowledged expert in how to set up a profitable business. He is one of the UK’s largest residential property landlords and a multi-business owner. He has a wealth of experience in the property investment world and heads a number of successful companies and other non-property related businesses.

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Anil Gupta Image - Guest Speakers

Anil Gupta – Happiness Coach and Global Keynote Speaker (April 2020)

Anil Gupta is a world expert on relationships and happiness. He has coached some of the most famous celebrities on the planet like Tony Robbins and Les Brown, top athletes and CEOs, as well as being a guest speaker with Sir Richard Branson on Necker Island.

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Tracey and Paul Smolinski Image - Guest Speakers

Tracey and Paul Smolinski – Founders of Introbiz (April 2020) 

Tracey and Paul Smolinski are the founders and managing directors of Introbiz, Wales’ leading professional business network. As well as hosting weekly networking events for hundreds of business from all sorts of industries, Introbiz also hosts Wales’ biggest business Expo.

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Mark Wright Image - Guest Speakers

Mark Wright – The Apprentice Winner and Founder of Climb Online (April 2020) 

Mark Wright is an influential entrepreneur and self-taught digital marketing specialist, renowned for his success in winning BBC’s The Apprentice. In securing the winner’s title, Mark went on to find and develop one of the UK’s fastest growing digital marketing agencies, Climb Online, in partnership with Lord Sugar.

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peter wilcock - Guest Speakers

Peter Wilcock – Former COO of Virgin Media and Entrepreneur (April 2020) 

Peter Wilcock is the former COO of Virgin Media and now works as the business mentor to the Evans Property Group. Peter spent over a decade at cable giant Virgin Media, and was the driving force behind the growth of cable TV and broadband across the UK.  Following his success with Virgin, Peter then made the leap from corporate executive to entrepreneur – including investing in several businesses.

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Danny Crates Image - Guest Speakers

Danny Crates – Gold-Winning Paralympian and Inspirational Speaker (March 2020) 

Danny Crates is a gold-medal-winning Paralympian and now an inspirational speaker and motivator. He is a highly sought after keynote speaker, having worked in Malaysia, Dubai and all over Europe, he was voted one of the top 5 speakers globally from a list of over 1300.

Complete the form to access the video 

Jess Cunningham Image 2 4 - Guest Speakers

Jess Cunningham – The Apprentice Candidate and Businesswoman (March 2020) 

Jess Cunningham is a businesswoman, actress, model and television personality, best known for competing in the 2016 series of The Apprentice, coming fourth. She is also known for her appearance as a contestant on Celebrity Big Brother 19.

Complete the form to access the video 

And coming soon:

Events Graphics 10 - Guest Speakers

Kevin Harrington – Shark Tank Panelist (August 2020)

Kevin Harrington is an American entrepreneur and business executive. He has appeared on the television series Shark Tank and the American annual invention trade show Inpex 2012 as Keynote Speaker. A successful entrepreneur for more than forty years, Kevin is a co-founding board member of the Entrepreneurs Organization and co-founder of the Electronic Retailing Association. Kevin is one of the pioneers behind the As Seen on TV brand and has launched more than 500 products generating more than $5 billion in global sales. Twenty of his companies have each exceeded $100 million in revenue!

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

How LinkedIn is Supporting COVID-19 Unemployment

COVID-19 has drastically altered the global economy causing disruption at unprecedented speed and scale. Essential to creating a prosperous post-pandemic world is inclusivity and enhancing digital literacy through easier access to resources and tools to build skillsets in remote settings.

Many platforms have made efforts to promote education during this time. Most recently, LinkedIn is looking to help current job seekers in a number of ways from learning and applying for jobs to building their professional networks when in-person contact isn’t possible.

“By giving free access to the skills and training that job seekers need to get jobs, we hope to do our part and help connect job seekers around the globe to new opportunities,” said CEO Ryan Roslansky in the official announcement

Here’s a break down of the platform’s newest efforts and how to take advatange of them for your own development and business growth.

Fostering skills for in-demand jobs

Drawing on insights from its own community — 690M members, 50M companies, and 11M job listings — and a new interactive tool dubbed the “Economic Graph,” LinkedIn is shedding light into the rapidly changing economy, global hiring patterns, and in-demand jobs and skills to help those unemployed as a result of the global pandemic.

From this, LinkedIn created a shortlist of the 10 most critical jobs in today’s COVID economy. These directly informed the launch of the 10 LinkedIn Learning Paths program in partnership with Github and Microsoft who are providing advanced course material in technically advanced areas including the developer space. For each of the 10 paths, individuals will have free access to content from the LinkedIn Learning library through the end of March 2021 led by industry experts. Upon completion, they will receive a certificate that can be shared on their profile.

Aside from skills that are very trade and skill-based, there is also a growing need for knowledge around basic digital literacy, how to collaborate virtually, and actionable ways to create an environment of diversity, inclusion, and belonging for all.

Tools and resources for job search and placement

In addition to better understanding the job market and navigating emerging trends, there is the added layer of understanding how to apply. Since the beginning of the outbreak in March, LinkedIn has seen a 55 percent increase in conversations among connections. Year-over-year the platform has also seen a 60 percent increase in content creation on the platform paving way to new opportunities to increase discovery and connect directly with companies and specific job listings.

A few key ways LinkedIn is leaning in on this trend is through several resources and tools to improve interview performance and receive guidance on resumes or general job seeking best practices. Specifically, to help recruiters easily identify those who are looking for their next opportunity and may be a fit, LinkedIn unveiled an #OpenToWork profile photo frame accessible by clicking on “Me” > Settings & Privacy > Job seeking preferences.

Separately, the platform is looking to make it easier to seek and receive help in the job hunt process by a simple post to the feed that lays out how you can help whether that include making an introduction to someone in your network, offering input on a resume, or general do’s and don’ts for making the journey more seamless and less stressful. To do this:

  1. Start a new post and click the “Offer to Help” option
  2. Select the ways you’d wish to help others in their job hunt or career and click “done.”
  3. Edit your post and determine who you’d like to see it
  4. Hit post and start a conversation

For feedback on your interview technique, LinkedIn is teaming with Microsoft in an AI-driven feature geared to deliver real-time thoughts on your answers and where they can be improved.

New ways to connect with your network

Taking a page from Facebook’s playbook and that of several other major platforms, LinkedIn launched a “Support” reaction for those instances where a generic ‘Like’ or ‘Love’ reaction doesn’t fit the situation, which in these uncertain times, is often the case.

“We’re continuing to roll out new tools that allow our members to give and get help on LinkedIn, because we’re all better when we’re in it together,” said LinkedIn’s Kiran Prasad, VP of Product, on the update. People crave authentic and fluid conversations when they can no longer supplement their digital relationships with in-person encounters.

In an era where social utilities are gaining popularity by their ability to bring people together, and reactions, emojis, GIFs are becoming increasingly habitual, we have the opportunity to bring empathy and shared experiences back to the core of social media. This will not only be a beneficial driver for business, but instrumental in bridging a global society. Conversations are more digital now than ever, but they don’t have to be any less human.

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The post How LinkedIn is Supporting COVID-19 Unemployment appeared first on Social Media Week.


#KingofMarketing and #TheVoiceofSocialMedia Episode on the #MikeArmstrongPodcast

Listen to the most recent episode of my podcast: #KingofMarketing #TheVoiceofSocialMedia follow up on LinkedIn pod strategies as per earlier episode! https://anchor.fm/mike-armstrong9/episodes/KingofMarketing-TheVoiceofSocialMedia-follow-up-on-LinkedIn-pod-strategies-as-per-earlier-episode-eg5n4a

#KingofMarketing #TheVoiceofSocialMedia follow up on LinkedIn pod strategies as per earlier episode – Podcast by #MikeArmstrong on the Mike Armstrong Podcast Show – Another King of Marketing & The Voice of Social Media Episode #KingofMarketing #TheVoiceofSocialMedia – LinkedIn Marketing Strategy using LinkedIn Pods🎙 #MikeArmstrong #YouCanDoIt #PositivityPodcast #Motivation #MotivationalPodcast #Entrepreneurship #PersonalDevelopmentPodcast #SalesPodcast #MarketingPodcast 😎 #Sales #Marketing #PersonalDevelopment #WOLFofWALES #WOW 🐺🏴󠁧󠁢󠁷󠁬󠁳󠁿 #WOWPodcast #SalesTraining #LifeCoaching #BusinessTraining from #MikeArmstrong Teaching people how to achieve their goals and dreams via various motivation, education and personal development teachings! #MikeArmstrongSalesTraining #MikeArmstrongMarketingTraining #MikeArmstrongBusinessTraining #MikeArmstrongEntrepreneurTraining #MikeArmstrongTraining #MATraining on his #YouCanDoItPodcast – #MikeArmstrongPodcast / #MikeArmstrongPodcasts – Rapid Business Growth, Personal Development and Sales & Marketing Training & Advice From #MikeArmstrong on the #YouCanDoItPodcast #YCDI #YCDIPodcast featuring the #Awesome Mike Armstrong #AwesomeArmstrong – #Motivation #Motivated #Motivational #MotivationalPodcast – #10x #20x #Infinityx  #BusinessGrowth #RapidBusinessGrowth #PersonalGrowth #PersonalDevelopment 🚀😎 – #MikeArmstrongYouCanDoItPodcast – More About Mike;  Mike is “The Awesome Mike Armstrong” – A #Philanthropic #Entrepreneur who loves to help people. He’s also an Author, Speaker, Mentor, Coach, Blogger, Vlogger & Podcaster who lives to help people especially; Struggling Business Owners and Entrepreneurs who need a lift and those suffering with Mental Health issues #MentalHealth #MentalWellbeing #MentalHealthSupport. Mike has spent years cultivating an awesome global network, and is currently building an #AwesomeArmy of similarly minded #Philanthropist #Entrepreneurs and is happy to share the contacts and the love with those who are deserving. If that’s you please get in touch with Mike. Mike Armstrong of Mike Armstrong Ltd | MA Group | MA Consultancy | MA Web | MA Training | Marketing Wales / WelshBiz | Tourism Wales | Things To Do In | MA News | MAN Media | MA Property | Mike Armstrong News & Mike Armstrong’s You Can Do It Podcast.

Mike’s areas of Interest and Expertise include Welsh Business News & Events, UK Business News & Events, Global Business News & Events, Business Advice & Personal Development, Rapid Business Growth, Happiness, Success, Goal Achieving, Knowledge Sharing, Elite Performance, as well as Sales & Marketing Mentoring, Coaching, Training and Services inc. Sales & Marketing Strategy & Services, Social Media Strategy & Services, SEO Strategy & Services, Content Marketing Strategy & Services, Ecommerce Strategy & Services, Business Growth Strategy & Services and Property Maintenance, Property Management and Property Development Joint Ventures (JV’s) – All aimed at Biz Owners, Entrepreneurs, Speakers, Coaches, Startups, Networkers, Global Networks and people in need of help, support, love and a pick me up etc.

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#TheVoiceofSocialMedia Episode on the Mike Armstrong Podcast Show – #KingofMarketing

Listen to the most recent episode of my podcast: #TheVoiceofSocialMedia #KingOfMarketing talking about LinkedIn Pods 🎙& LinkedIn Marketing Strategies https://anchor.fm/mike-armstrong9/episodes/TheVoiceofSocialMedia-KingOfMarketing-talking-about-LinkedIn-Pods–LinkedIn-Marketing-Strategies-eg04so

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How to Market Your Business During Times of Uncertainty

Content marketing is driven by the needs of rising above the noise, fueling engagement, and creating affinity and loyalty around your mission. This has never been more true and with consumer focus changing more frequently due to recent events, understanding what your business should be communicating and how is harder than ever.

To offer some support in this regard, LinkedIn has published a new guide that outlines a range of key points related to a changing environment, including how brands have found success in other moments of crisis. Here are some of the larger themes as well as insights into evolving conversation topics taking hold as of late.

Reevaluate: go back to the “why”

Above all brands need to re-assess their content approach, and what they’re aiming to achieve.
“Just because your products and solutions might see a drop in demand, that doesn’t mean your audience has dropped their expectations of you as a brand — they’ve just changed,” the guide explains. In this vein, going back to your core business mission will help you identify and justify expectations and how you can best meet them. A best practice as you do this is to be consistent with the conversations you engage with — demonstrate you are eager to listen and address concerns and questions along the journey. From these insights, you can navigate questions, big or small, such as whether your ads will still resonate or whether you need to devise a new campaign that uproots your strategy.

Avoid the ‘hard sell’ ad; lean into empathy

The guide also underscores the importance of not overlooking humility when trying to interact with your audience during this time. This may go without saying but in some cases is easily swept aside when looking to chase the next big shiny object. When faced with hardship, and in an age of social distancing, people expect self-awareness, generosity and agility. What this entails is going beyond the hard-sell tactics or vanity messages that emphasize content performance and instead, leaning more on the underlying message. To achieve this, start with integrating a few simple features into your ads as your guidepost:

  • Established brand characters
  • Repeated or familiar scenarios
  • Ads set in the past
  • Ads celebrating human connections and showing self-awareness
  • Ads with strong connection to place and community

The big takeaway: Take a beat and dedicate quality time to brand awareness and trust. This will continue to pay-off as the world adjusts over the coming months and years ahead while also allowing you to prepare for unanticipated road bumps along the way.

How the Conversation Has Shifted

Overall message volume seeing significant upticks, and will most likely continue to do so in the coming weeks. But, what’s even more interesting is how the conversation within those messages has changed. Holler recently dug into certain topics that are relevant in the current moment and some interesting trends were revealed.

On its own app itself, it’s seen spikes of 26 percent since early March as people experiment with creative ways to stay connected whether Zoom, FaceTime or group messaging chats. Chat around words like “healthy” “home” and “family” in addition to more empathetic topics such as “thinking of you” and “safe” are used increasingly. In just a two-week span the word “bored” grew 127.6 percent while “thinking of you” is experiencing a 35.52 percent share rate. Aside from empathy, humor is at the forefront of interactions with a separate report finding that 73 percent use humor to help loved ones overcome difficulties, and 82 percent use it as a means to cope with the current state of the world.

Concern, care, levity, and support are themes that translate into visuals that help people meaningfully stay connected even when afar and alleviate stress and anxiety. Beyond this, visual communications and messaging have also played an increasing role in driving social impact. In the context of the Black Lives Matter movement, a dedicated sticker launched earlier this month now has been shared more than 76,000 times, and is the top sticker shared on Venmo.

Listening to the trends in conversations during this time and what your consumers need will continue to be integral long after the pandemic. By applying these insights to your approach, your brand can become a more valuable contributor to the conversation.

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How Major Platforms are Standing in Solidarity with the Black Community

For roughly 10 days Americans have gathered to protest the issues of systemic racism, violence, and brutality that our POC communities have suffered at the hands of the authorities. Protests have erupted in virtually every American state, in small towns and major cities alike, and even overseas in Europe and New Zealand.

Social media platforms have also taken action spanning financial support to organizations fighting against racial inequality and promoting education so we can create a pathway towards better education and understanding of how we can support the cause with empathy.

Here’s what we’ve seen from each of the major companies:

Twitter #Allyship Overview

Beyond updating its main profile to reflect its support for the protests, Twitter is also leveraging its #StartSmall initiative to allocate several grants to support organizations designed to address racial inequality. This includes Colin Kaepernick‘s “Know Your Rights Camp” aimed to advance the liberation and well-being of Black and Brown communities through education, self-empowerment, and mass-mobilization.

Most importantly, the platform shared its top insights around how people can improve how they respond to racial inequality in a new guide for allyship. In order to respond, people first need to “understand the historical and structural contexts that have led to racism and discrimination…At Twitter, our principles of allyship are simple: Learn, Ask, Show up, and Speak up,” Marium R. Qureshi and Jade Williams explained in a recent blog post. By this definition, allyship is not about who you are but a commitment to be authentic and consistent in your education around these critical topics.

When you ask questions of friends and colleagues, do so empathetically and avoid coming from a place of disbelief. A couple of example questions following these best practices include “If you have the time/energy, do you feel comfortable sharing your experience with me?” and This week is heavy. How are you feeling/coping?” As far as speaking up and showing up, consider donating to organizations fighting for racial justice and police reform to help further the cause and exercise your voice and right to vote. Conduct a self-audit of whose in your circle and who you interact with online.

LinkedIn Learning: A Pathway to Inclusivity

We must invest our time to become better informed and develop a deeper understanding and awareness that will allow us to properly empathize with black communities who are suffering. This is key in gaining true perspective on the current movement, and the more people are educated, the better equipped we’ll be to enact effective, long-term change.

In this vein, LinkedIn has released several free courses within a “Diversity, Inclusion, and Belonging for All” track, covering key topics spanning unconscious bias, addressing culturally sensitive issues, how to hire and retain diverse talent, and more. “Investing in our own learning to understand and confront bias, communicate about topics of difference, and create change can help us individually contribute to building a better workplace and society,” said Hari Srinivasan, Vice President of Product for LinkedIn Learning.

Beyond this, the platform also acknowledges that being a strong ally begins with listening, so it is utilizing its social channels to share stories that amplify perspectives from the Black community. Pathways to better understand are integral to success and LinkedIn is positioned well to bring the awareness needed at the moment via its widespread access to professional and educational insights that can help underscore gaps needing to be addressed.

Pinterest: Elevating Content on Racial Justice

Pinterest is taking a broad approach to its efforts starting with its platform and internal team and extending to external audiences directly supporting the movement.

More specifically, within the app content on racial justice is being elevated as a means to help people stay informed. This includes tips for assessing and adjusting your own mentality and how to approach younger children on the subject. There will also be content guiding users to organizations to support and various resources to learn more about the history of systemic racism in the country. Generally, the platform is committed to growing the diversity of content on the platform and avoiding distraction from serving as a hub to support and learn. In this regard, the platform is not serving ads on Black Lives Matter results.

The company is also donating 25,000 shares of stock to “organizations committed to racial justice and promoting tolerance” and investing $250,000 to help rebuild local businesses damaged in the protests. It is also providing $750,000 in paid media to organizations that support racial justice.

TikTok’s Creator Diversity Council

June is Black Music Month and to celebrate TikTok announced it will offer dedicated programming to celebrate Black artists on the platform who “bring new music, shape culture, and help build the community.”

The platform is also doubling down on technology and strategies around addressing potentially harmful content and creating a more user-friendly appeals process. Along these lines, TikTok plans to develop a creator diversity council to lead impact-driven programs led by the voices driving culture, creativity, and conversations necessary in making an even bigger impact on the problem.

Outside of its team and community, TikTok is donating $3 million from its “Community Relief Fund” to non-profits that help the Black community and an additional $1 million toward fighting racial injustice and inequality that we are witnessing in this country. Also in the music space, YouTube is financially stepping up by offering $1 million to organizations seeking to address injustice.

Leading with Empathy

Finally, the leaders behind Snapchat, Reddit, Facebook, and Instagram have all taken a personal approach to their response leading with emotion-driven memos.

Facebook is committing $10 million to racial injustice and lifting Black voices in addition to partnering with civil rights advisors in its efforts. Along with Instagram, it has also switched all profiles to black and white colors in support of recent events. Instagram CEO Adam Mosseri uploaded a personal IGTV response on his own profile underscoring his eagerness and drive to channel frustration, hurt, and anger into positive change.

Similarly, Snapchat’s Evan Spiegel in his own statement called for the creation of an American commission to address racial injustice, and comprehensive tax reform as the way forward. Taking even more drastic measures, Reddit Co-Founder Alexis Ohanian has resigned from his position urging the board to replace him with a Black candidate and will use future gains on his Reddit stock to serve the black community, beginning with a $1 million donation to Kaepernick’s ‘Know Your Rights’ initiative.

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FREE Business Advice on LinkedIn – #TheVoiceofSocialMedia

If you are in business and you are not using LinkedIn then you are seriously missing a trick and could be missing out on so much.

However it’s also not enough to just be on LinkedIn. You need to have an engaging and completed profile that use the right key words and descriptions of you in order to attract the right sort of people.

You also need to use the posting feature on LinkedIn as it is currently the best social media platform for you to get organic reach without having to pay for it in the form of business advertising etc.

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

6 LinkedIn Courses to Boost Mindfulness and Productivity

In these extraordinary times, building your self-care toolbox is equally if not more important than boosting your skills for working remotely and maintaining productivity.

The boundaries between work life and personal life are more blurred than ever and the loss of our most basic avenues for stress relief and recharging including fitness classes, churches or other places of worship, and coffee shops present their own unique challenges to the situation we face.

Managing Mental Health and Reducing Stress

As we look to navigate this new normal, LinkedIn turned to its task force specializing in mental health to create six courses professionals can use to build mindfulness and manage stress.

At a high-level, these will offer insights into increasing your focus, helping you remain grounded amidst the change and ambiguity, manage emotional triggers, and get ‘unstuck’ when you’re feeling overwhelmed. They’ll also help you better understand the impact of a mindful physical workspace and the actionable steps you can take to create one if you haven’t.

Finally, offerings will share tips for building your energy reserves so even when practicing social distancing, you can still have meaningful relationships with your colleagues, friends, and family.

Let’s break these down a bit more.

Shifting out of ‘flight or fight’ mode

Understanding the importance of mindfulness especially during times of uncertainty is imperative in keeping our nervous systems in check and training our brains to healthy manage those moments of ‘flight or flight’ activity.

The first of LinkedIn’s mindfulness courses, ‘Mindfulness Practices’ takes a close look at the benefits and power of this skill to fundamentally change the course of your work and personal lives. Across several expert-led guided exercises, you can expect to evolve your mind to better respond to stressors in a variety of ways. More specifically, by growing your emotional intelligence, boosting your confidence, finding resiliency in the face of failure, and improving your focus and creativity even when change and uncertainty are serving as distractions.

Staying focused and grounded

Staying connected and focused without being physically present can be challenging, but there are a number of ways to ensure your time is spent wisely and your meetings are as successful and collaborative than those taking place in the conference rooms. A few practices highlighted in the ‘The Mindful Workday’ session worth noting include using daily breaks positively so you come back to your desk recharged and knowing when to unplug so you have time each day to check in with yourself.

Lastly, ‘Mindful Meditations for Work and Life’ aims to help people incorporate practical and easy approaches to meditation including visualization, adapting body language, and breathing exercises. The audio course led by Scott Shute, Head of the Mindfulness and Compassion program at LinkedIn, will also unpack the meaning of brain-body connection and insights for making whatever practices feel best for your stick so they can be part of your regular routine.

Getting unstuck and managing overwhelming thoughts

Managing Stress for Positive Change’ challenges the agenda that stress is purely negative and can only detract from quality work. Led by Heidi Hanna, PhD, define stress in concrete terms and tips for assessing and adjusting it so it can be used constructively. She’ll also offer ways managers and members of the C-suite can create an environment and communication style that limits stressors in the workplace and keeps efforts focused on the bigger picture during challenging times.

In a separate course led by Heidi titled ‘How to Manage Feeling Overwhelmed,’ learn the best practices for helping your brain disrupt your stress circuits and cultivate calm and positive energy that will put you on the path to resolution and that the obstacles that once felt unmanageable feel manageable again. By training your brain to get unstuck in these moments you can feel more in control and prepared the next time you’re feeling overwhelmed.

Balance is a key term when it comes to stress management. One of the primary reasons people struggle in this area is because often the warning signs of imbalance aren’t as obvious. ‘Balancing Work and Life’ led by author and business coach Dave Crenshaw grapples with this question and more, including how we can keep balance once it is established. A big takeaway? It is possible to juggle it all — work, family, a social life — with proper time management and prioritization.

In addition to these courses, LinkedIn also unveiled over 16 additional lessons that target how to boost your productivity when working remotely, build relationships when you’re not face-to-face, use virtual meeting tools (Microsoft Teams, Skype, BlueJeans, Cisco Webex and Zoom), and more.

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A Fab Outstanding Network Event and Masterclass with Pat Slattery Followed by a fab LinkedIn seminar with Martin Murtagh…

Today was another fab Outstanding Network Event which also included a business master class for the Legend that is Pat Slattery.

Success Habits

Me listening to Pat…

This Masterclass was followed by a LinkedIn Seminar from one of the Outstanding Members, Martin Murtagh.

Martin Murtagh

I know LinkedIn pretty well and still walked away learning some new things and be reminded of a few more. I also got to see some of the latest LinkedIn Stats which was fab!

LinkedIn Seminar…

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

What Marketers Need to Know About LinkedIn’s New Conversation Ads

Today, mobile messaging apps are used more than three hours per day by over 2.5 billion users (35 percent) across the world. This number is expected to grow to nearly 40 percent by 2023.

Meeting people where they spend their time, at the right moment and on the right platforms is equally important as the creative itself. Messaging allows brands to connect with people at multiple touchpoints across the customer experience. This is especially critical for those in the B2B space where buying cycles steer longer and multiple stakeholders are involved in purchasing decisions. These one-on-one interactions are integral to establishing trustworthy relationships and loyalty.


In this spirit, LinkedIn is introducing Conversation Ads, an extension of its Messaging Ads, to deliver a more personal way to interact with marketers. Specifically, Conversation Ads feature a “choose your own path” experience allowing for full-funnel campaigns with customized calls to action spanning product education, webinar signs, and ebook downloads.

Brands can directly add CTA buttons into their Sponsored InMails — or “Message Ads,” as the company now refers to them. By including a variety of options, brands can serve more personalized content catered to the customers’ unique position in the purchase journey translating onto higher-quality engagement.


To begin, start with a clear sense of your campaign objective. Are you more interested in driving website visits or lead generation? If answering this presents a challenge, look broader at the larger goals of your business to identify which is a better fit. Once you’ve decided on the objective, you’ll gain access to detailed click and demographic reporting specific to the advertisement type.

Conversation ads can also be paired with features such as Lead Gen Forms and Conversion tracking making it more efficient to turn conversations into conversions. They’re designed for real-time engagement. Put another way, messages won’t be sent unless the prospect is active on LinkedIn and “in the right mindset.”

Objectives aside, when growing an audience for messaging and designing creative conversations don’t overlook who you’re attempting to connect with at the end of the day: humans. They want to be known, respected, and part of meaningful moments.


Job search marketplace Hired was one of the companies selected for beta testing of the new offering and reported positive results. Specifically, the company pointed to a 5x higher clickthrough rate driven by the simple pivot to allowing customres to choose their own path based on the most relevant CTA to them.

“The level of engagement is pretty wild when you’re able to provide multiple opportunities to click,” said Chase Gladden, Hired’s Growth Marketing Manager.

LinkedIn reports that messages sent on its platform have quadrupled over the last five years. Given this, the update not only makes sense for the platform in catering to this messaging growth, but in the broader context of a fundamental industry shift towards more personal, one-on-one conversations.

The relevancy of personalized messaging

Now more than ever conversations count with regards to top-of-mind awareness. Brands that are anticipating different friction points are better equipped to drive people to make genuine purchasing decisions more quickly. As advertisers battle to cover more digital ground amidst COVID-19, having an easy way to deliver a customized experience for each user is critical and can propel them into years of growth long after the pandemic is behind us.

For more insights, the platform has curated a list of tips and practices on how to create a successful Conversation Ad campaign here. LinkedIn is also running a webinar focusing on the new option and its benefits next month (April 9) titled, “Messaging Strategies for the Modern Marketer: Turning Conversations into Conversions.” Beyond the new ad offering, the session will cover top messaging market trends the industry is experiencing today and how customers are using messaging as part of their larger LinkedIn marketing strategies.

If you attend and are ready to get started, you can browse this collection of templates to help you formulate your overall campaign.

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Linkedin Launches ‘Conversation Ads’ to Help Brands Capitalize on the Rise of Messaging

LinkedIn has launched a new ‘Conversation Ads’ option, which essentially enables you to add clickable options for your email recipients to choose.


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The latest Social Media News From Social Media Today…

Social Media Today

Editor’s Choice

Best of Social Media Today

From Our Library

View all resources

Upcoming Events

What We’re Reading

Discover More

Mike Armstrong Media

Mike Armstrong Media

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

LinkedIn Launches Spotify Playlists for Career Development Processes

LinkedIn has launched a new series of Spotify playlists to soundtrack your professional development.


Why LinkedIn is Bringing Ephemeral Marketing into the Business World

Our industry faces an entire generation growing up with Stories as a preferred way of forging digital relationships. They’re more private, comfortable, foster a greater sense of trust and loyalty, and above all ephemeral stories live for a moment in time versus in the feed forever.

They first appeared on Snapchat with Facebook and Instagram following suit shortly after, and they caught fire for their ability to deliver in a lighter, more fun way to share without it having to be carefully filtered and attached to your profile for the long haul.

LinkedIn’s Journey into Ephemeral Marketing

What might this content look like in a professional context? Can this exist in the business world? LinkedIn is determined to find the answers as it continues to see the volume of conversations on the platform increase. From features to Newsletters, Live Video, Trending News, and Reactions, the platform is now turning to the Stories bandwagon.

The company currently sees a 25 percent year-over-year increase in engagement spanning sharing job updates, business reports, collaborating to share creative strategies, and bringing a community together to remember the loss of a basketball player whose life and career inspired generations of fans.

“Last year, we started asking ourselves what Stories might look like in a professional context…I’m excited to see how Stories will bring creativity and authenticity to the ways that members share more of their work life, so that they can build and nurture the relationships necessary to become more productive and successful,” said Pete Davies, LinkedIn’s Head of Content Products in the official announcement. Specifically, he pointed to the full-screen format as ideal for sharing “key moments from work events” and sharing the digestible “tips and tricks that help us work smarter.”

Preparing for a Stories-Driven Future

According to Business Insider, 66 percent of U.S. creative and digital decision-makers plan to invest in Stories this year, and only 62 percent expect to channel their dollars into News Feed advertising. What does this really mean? The Stories are no longer a novelty and their effectiveness will be an important consideration in 2020 and many years ahead.

Let’s take a look at some overarching creative best practices you can use whether you’re new to the scene or looking to take your existing strategy to new heights.

Stay true to your brand

One of the biggest draws to Stories is the authentic peek behind the curtain it gives to your audience. With this in mind, a general rule of thumb to pocket should be to design your creative around your ad’s objective. For example, if it’s tied to a brand objective, emphasize the human element. If it’s more focused on conversion, spell out the important benefits of your product or service.

If there’s uncertainty around the specific objective, look to your brand’s mission as a guidepost. Start with important brand elements and see where connections can be made to how the specific ad can be tied back to the overall purpose.

Aim for a blend of visuals, text and sound

Case studies have found 83 percent of videos using stickers helped express key messages about the brand or product whereby another study using static creatives showed there is an 87 percent chance ads without stickers deliver better conversion results than with stickers. The bottom line? The best strategy when considering visuals in your Story is to ask yourself if it feels like it belongs in the environment or if it simply makes the message feel more like an ad and takes away from it being relatable.

Similarly, sound and text overlays can feel inconsistent and take attention away from your core messages. Use these only when they feel aligned with the ad’s objective and not if it feels disingenuous or distracting from the call to action you’re looking to convey to your audience.

Keep attention with vertical designs and speed

Stories are consumed much faster compared to other existing mediums. To cater to this, a top tip is to craft your ad to grab attention from the first frame and use speed to keep their attention through the end of the ad. A couple of ways to achieve this include using multiple scenes that are short and digestible. If a scene consists of static imagery, consider adding motion to add some liveliness.

When experimenting with videos and asset design, studies have shown that organically shot videos on mobile are effective when it comes to ad recall and intent while professionally crafted content often drives more brand awareness. If you’re designing yourself, feel free to repurpose content as desired but above all, the full- screen vertical design will be the most natural fit for the Stories medium.

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3 Ways to Build Your LinkedIn Audience

A staggering 3.5 billion people are on social media every day. This number is on the rise and expected to hit nearly 5 billion by the end of this year.

For B2B marketers, having a solid approach to reaching the right people with the right message at the right time is instrumental in advancing business goals. LinkedIn is making the process a bit simpler with some important new updates for reaching and engaging with audiences.

Here are the highlights along with how to use them and their key benefits:

New combinations of criteria: ‘and’ or ‘or’

Based on what LinkedIn learned through recent surveys and conversations with professionals using the platform, there is an increasing need to have more diverse criteria to utilize per campaign. This includes job function, interests, seniority, and titles.

As a solution, the platform is giving marketers greater flexibility and ease in finding the specific people they’re looking for based on these different criteria. For instance, if you’re targeting software engineers with a senior title or above, you can set up a single campaign that reaches these specific individuals by job title or skills, while also getting granular about their years of experience and seniority level. If you want to refine your target audience even further, you can exclude certain companies by title or size.

The platform put together a comprehensive how-to-video that lays out how this can work for your next campaign.

Reaching important contacts: improved fields for matched audiences

A common issue many have when prospecting or targeting on LinkedIn is knowing the person you want to reach out to, but not having enough specific information to do so like their email address.

To address this, LinkedIn took several months to test a variety of new fields for matched audiences including first and last name, job titles, their company name, and their mobile device ID. The results? Marketers who tested these fields saw an average of a +30% improvement in their number of Matches.

The important benefits to note here: any of these fields can help you boost the number of professionals in your audience or, when used in combination, to enhance the precision of your matches. In other words, you can use the update to simultaneously micro-target and create niche segments as well as broaden your reach.

Customizable forecasting panels

Today’s advertisers share a common concern, that is, how can they be certain their ad dollars are being well spent to connect with the right audience and shape their campaigns accordingly.

To bring more light to the issue, LinkedIn revamped its forecasting panel within the LinkedIn Campaign Manager. Now, you can better recognize the details about your audience that are most important to know before a campaign launch that includes reach, type, and spend. Recognizing the panel as it may not work for every company as a cookie-cutter solution, the platform has added the capability to customize it for certain characteristics varying from top industries to years of experience to company sizes.

With so much at our disposal over the course of the past decade, effective marketing can feel like a never-ending puzzle. From juggling creative demands to budget limits and emerging platforms, what works and what doesn’t is in constant flux. In 2020, B2B marketers should focus on what is unarguably the biggest determinant in guaranteeing your long-term success: your audience.

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