LinkedIn has been quietly building a strong presence and reputation within the professional community making it a great social media opportunity
When we think of social media, Twitter, Facebook and Instagram are probably the first platforms that come to mind. After all, these are the major platforms leading the way and generating headlines (although not always for the right reasons).
However, LinkedIn has been quietly building a strong presence and reputation within the professional community. Over the last 15 years, LinkedIn has grown rapidly to create a network of over 560 million professionals worldwide, with 23 million in the UK.
LinkedIn’s stated mission is to "connect the world’s professionals to make them more productive and successful". This clear and relentless focus on the professional sector has enabled them to develop a powerful B2B proposition. Whilst personal social networks are about spending time, professional networks are geared around investing time:
Forget all other social media platforms - If you run a B2B business, LinkedIn can be a treasure-trove for you
With more than 500 million users present on LinkedIn, of which, 61 million users are senior-level influencers, 40 million users are decision makers and around 7 million users are C-level executives, it is without a doubt a B2B marketer’s dream.
Around 94% of B2B marketers out there are already making use of the platform to showcase their expertise, generate leads and make a tonne of sales. But are they doing it well?
If you are experiencing sub-par results from your marketing efforts on LinkedIn or haven’t yet started your marketing journey on the platform then this post is just for you.
I have mentioned some actionable steps below that you can take to put your LinkedIn…
Techniques to improve your results from your LinkedIn Ads
Marketers using LinkedIn’s Advertising Campaign manager often achieve poor results when testing the Ad platform for engagement and impact. Below are 3 reasons and possible solutions why marketers often fail with LinkedIn advertising:
1) Understanding LinkedIn’s context and the intent of users
The purpose behind LinkedIn is to provide an environment which “connects the world's professionals to make them more productive and successful’ Where marketers very often fail on LinkedIn Ads is pushing out solutions and products expecting similar clicks and conversions to that of Google Adwords where users are actively searching for product information with a high intent to purchase.
Fundamentally, this is because on LinkedIn you are often reaching customers at a difference stage in the buying cycle where users are making professional connections, having conversations with their networking on groups rather than purchasing services directly.…
In this guide, I’m going to show you how to leverage inbound marketing on LinkedIn to create a steady stream of high-quality B2B leads and accelerate your sales.
No scraping emails and outbound outreach.
Just exact step process you can follow to regularly fill in your sales pipeline with high-quality inbound leads.
Let’s get started.
Step 1: Define and focus on your target market segment
From a glance, this is the easiest the step but, at the same time, wrong targeting makes every marketing campaign doomed before it ever started.
There is a famous Russian proverb:
A person who chases two rabbits won't catch either.
Different market segments who potentially can buy your product have different challenges, goals and, accordingly, seek for completely different content.
2. Create an ideal customer…
How are promoted posts used on LinkedIn?
If you have responsibility for promoting your company on LinkedIn, you may be wondering where your priorities lie. Your personal profile lets you share what your company does to your first-degree connections, but what about everyone else? How do you spread the word to a wider audience? It may be tempting to invest time in your LinkedIn company page whose updates can be followed by anyone regardless of their connection to you.
In my newest Quick Win, I show you how to get the most out of your LinkedIn profile and become a thought leader in your industry.
Unfortunately, unless you’re willing to invest a significant amount of money in sponsored ads, your LinkedIn company page will be pretty much invisible to your target audience. To see what I mean, go into your LinkedIn feed and see where the status updates are coming from. What you’ll…
Chart of the Day: Long-form LinkedIn Posts Drive Greater Engagement
For many social media platforms, brevity means business. Twitter has based its entire business model on this (though slackened somewhat when they raised their character limit from 140 to 280 this year) and Snapchat’s disposable nature demands quick captions on pictures and videos. LinkedIn, however, appears to have become a safe haven for long-form content.
Paul Shapiro, reporting on OkDork, analyzed close to 3,000 of the most successful blog posts on LinkedIn to find out what the perfect LinkedIn post looks like.
1,500 words is something of a tipping point, pushing a successful post into the top tier of average views. Posts that approach 2,000 words also gained the greatest number of likes, comments, and shares.
This love of high word counts is reflected in several aspects that can make posts more digestible.…
Having trained hundreds of people over the years on how to get the most from LinkedIn, today I’ve shared some quick tips which you should find immediately actionable.
LinkedIn has had some bad press over the last few years. Too many recruiters, too many people spamming it with innocuous posts and too many people treating it like a more personal social network, which it simply isn’t. My experience of the platform has been far from that reality. I’ve had nothing but success from leveraging this corporate stage but I believe that has far more to do with my mind-set towards it and how I use it for the B2B business environment I operate in.
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Just a recruitment…
3 lesser-known LinkedIn features you should be using
There is no doubt LinkedIn has become one of, if not the most powerful marketing tools of the 21st Century. With over 300+ million members and 49% of them being key decision makers, it’s never been faster, easier and more cost effective to get your message in front of potential clients, journalist, partners and even future employees.
Whilst it’s a powerful marketing tool, in our experience of training thousands of business owners, we’ve realized that very few are using it to its full potential.
In this post, I'll look at some practical features that also help towards getting more leads and in using LinkedIn more generally to build your contacts contact.
For more details on how to use the latest features on LinkedIn, download our guide.
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Developing a strategic approach to LinkedIn Marketing for B2B companies - advice from Steve Phillip of Linked2Success
In this interview, Steve Phillip, a leading Coach and Expert on using LinkedIn shares his approaches and explains how his clients are using LinkedIn. The interview covers the essentials of using LinkedIn such as overcoming barriers to entry, avoiding the common mistakes, strategy planning for first time adopters, plus more advanced tips and hints on how to use this successfully. Barriers and solutions to using LinkedIn to generate B2B business are also covered.
For more details on how to use LinkedIn strategically, use our Smarter guide.
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Q. From your personal experience of working with companies who are new adopters…
Are LinkedIn's new features the most effective B2B ad product on the market?
This week has seen the launch of two powerful new B2B advertising products from LinkedIn. Both have the potential to help B2B advertisers get far more benefit from the business-focused social network.
LinkedIn Matched Audiences
Matching audiences to email addresses is one way to re-target people who you know are interested in your product (because they've given you their address). Facebook, Twitter and Google already have options to re-target audiences based on email address.
The idea is you upload the list of your customer's email addresses, and then the ad network matches these addresses to the people on its database, so you can serve ads to those exact people. This is a great tactic for B2B because the long, complex selling process for big ticket purchases often involves signing up to research and white papers and then comparing several different providers. Advertising to…