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:
How to boost business results by recognizing cognitive biases
In the 1970’s two young psychologists named Daniel Kahneman and Amos Tversky pioneered a new field of study, which eventually became known as behavioural psychology. They were interested in understanding whether humans were rational, economic decision-makers or fallible creatures, vulnerable to mistakes and errors as a result of ‘cognitive load’. Their research suggested that our brains use two ‘systems’ for making decisions:
In the words of Daniel Kahneman, system one ‘runs the show’ but is powered by a range of heuristics, or rules of thumb, which lead to biases and behavioural quirks.
There are now nearly 200 recognized cognitive biases that can affect how we make decisions in a multitude of different ways. Some are fairly well known (e.g. anchoring) whilst others are slightly more obscure (e.g. the false consensus…
How do you know who isn't converting and how can you make the most of the data to bring them back to your site?
Have you ever looked at your website analytics in real-time and watched as people entered the site? To your excitement, some of them filled out a form and converted into a lead. I have, and it’s awesome seeing the 5-6% of people that make it through your website funnel pop out the other end.
But what about the 94-95% of people who don’t convert? Most likely you’ve got a remarketing campaign setup, which is bringing some of them back. But is there anything else you can do?
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The #MarketingMinds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses.
I'm Hanna, I've been a Marketing Manager for 10 years, working in the third sector, the arts and now technology. I am a generalist, which I think is increasingly rare, but I enjoy being part of the strategy as well as the tactics of marketing in the B2B space, so I tend to join organisations as they are growing large enough to start separating roles like marketing out for the first time. That means I'm most often a one-woman team - with support from all over the business.
Reason is just that; five years old, growing, with a great client roster and a really smart team of designers, strategists and engineers. I've worked with Reason…
Chart of the Day: B2B marketers place SEO Rankings and Traffic Generation above Leads or Sales
SEO is one of the most important channels in any B2B marketing strategy but is often overlooked. Despite its track record in virtually every industry, B2B marketers can feel overwhelmed with the amount of work that goes into ranking your business in the results pages of Google (and Bing etc). When you first starting out with your SEO strategy you need to research keywords, identify your target keywords, write the content, generate links and even after all that you still may not appear in the SERPs due to Google's reluctance to tell anyone how it actually works. Which is why SEO remains a unique challenge for B2B marketers.
But if you get it right you may find that Traffic Generation is less of an issue and you need to focus on turning that traffic into leads…
Chart of the Day: Annual churn hits 23% in the high-tech industry
Email marketing is a vital channel for B2B marketers. Providing a high ROI when compared to other marketing channels. Which drives us, marketers, to spend many hours creating engaging content for our target personas. After all this effort when you're ready to hit the send, are you sure that your data is accurate?
A recent study by Salesforce found that the rate at which B2B marketers were able to grow their email lists looks relatively healthy. In the High Tech and Retail sectors, the growth is as high as 21%. On the face of it, most marketers would take a 21% growth rate each year.
Average Annual Growth by Vertical and Department
But this is only one side of the story. The report also looks at…