LinkedIn marketing continues to pick up steam, as more and more businesses, particularly B2B businesses, realise the importance and value of creating a comprehensive strategy for one of the world’s largest social networks
With a user base of over 200 million people in 200 countries, LinkedIn has emerged as the social network of choice for business professionals, who turn to the network for job hunting, recruiting, and business-centric content discovery. Beyond recruiting, however, LinkedIn marketing continues to pick up steam, as more and more businesses, particularly B2B businesses, realise the importance and value of creating a comprehensive strategy for one of the world’s largest social networks.
LinkedIn offers your company several ways to drive marketing results, discover leads, and close more sales. Here are some LinkedIn Marketing strategies and best practices for companies looking to leverage LinkedIn to drive business goals.
The first step in the process is to have a presence on LinkedIn. Company pages are fine but LinkedIn groups are the best places to get leads because you can create groups by topic or vertical and engage people. LinkedIn groups show you interacting and helping and having a positive impact on an established social community. Monitoring activity allows you to see how interested people are in you and your company.
Implement the perpetual promotion machine, in which you re-market, re-message, and then re-target. By doing this, you reach people everywhere, appear bigger and more important, get people coming back to your content, remain number one in your potential customers’ minds and get the most of your dollars spent.
Those following your LinkedIn presence are likely to be interested in not only your latest product updates, but your thoughts on industry happenings. Content is a great way to market for leads. Your latest blog post, white paper, or ebook should be shared on LinkedIn so your business-centric audience can see it, establishing your brand as thought leaders in your arena. Be sure to include images in your updates to help them stand out, and feel free to make your updates more engaging by asking a question, or even running a poll.
Extend your reach with internal assets
There are a number of things that increase sharing of content and engage those who may end up being leads.
Your employees can be a great brand army. Get them on LinkedIn, actively grow their networks, and ask them to share news and content to their LinkedIn feeds. Your employees are visible, and can spend time in your groups to help foster relationships at all stages of the funnel. In particular, this is great for grabbing attention at the top of the funnel.
Under the Products tab of your company page, you’ll note that product recommendations are prominently featured in the right sidebar. Here is where your audience will see who in their professional network is endorsing your brand’s products and services.
Recommendations appear under “Product” on your LinkedIn Company page. These product recommendations are a great display of social proof for your brand. We are highly influenced by what people we know are discussing and recommending, so don’t feel shy about reaching out to satisfied customers and brand advocates to ask for these valuable LinkedIn recommendations.
Extend your reach with LinkedIn tools
Advanced people search
Find new prospects with the Advanced People Search in LinkedIn. LinkedIn can help you get in the door, and the advanced search functionality allows you to search for granular groups of people such as CEOs at companies with more than 5,000 employees, or people who work in a specific industry with a certain job title, among a number of other search functionalities.
LinkedIn’s InMail option gives companies the ability to send a direct message to any member of the network regardless of whether they are connected or not. The network maintains that the open rate on InMail messages reaches as much as 44%, far exceeding that of standard email efforts. It’s not a free option, but an Inmail campaign may be an option your company could use in order to fully take advantage of the network’s user base for lead generation.
LinkedIn advertising is still an evolving product and it is mostly used by B2B companies, targeting job titles, companies, industries and LinkedIn groups. Some of the major metrics are more costly on LinkedIn versus Facebook and Google AdWords, but it is still quite affordable. It costs just seventy-five cents to reach 1,000 people advertising on LinkedIn. LinkedIn advertising allows you to narrow your targets on a platform where many of your prospects are spending time and, perhaps most importantly, keeping their profiles up-to-date.
LinkedIn allows company pages to better target their content with customised audience features. Based on the profile of the visiting user, this customisation allows you to use the most enticing language according to factors such as industry, job titles, geographic location, etc. Creating customised content for specific LinkedIn users will help send them more relevant landing pages and calls-to-action. This could be used to send job seekers to one area, potential buyers to another.
Instagram is working on a new messaging app
Rivaling Snapchat, Threads will enable users to automatically share their location, movements, and battery life with their IG ‘close friends’ list
Now Facebook is a wasteland for your racist aunt and high school friends’ wedding photos, the platform is determined to maintain its social media stronghold via Instagram and WhatsApp (sorry, ‘Instagram and WhatsApp from Facebook’). Its latest venture? A new messaging app called Threads.
As reported by The Verge, Threads will be a companion app to Instagram, promoting constant sharing between users and their IG ‘close friends’ list. The app will enable people to automatically share their location, movements, and battery life with each other, as well as send text, photo, and video messages.
The development could be seen as another attempt to rival Snapchat – which already lets users share their location – following Instagram’s introduction of Stories three years ago.
Instagram has been trying to develop the messaging side of its app since late 2017 when the company started working on Direct, a standalone camera-first app exclusively for DMs. The platform ceased work in May this year after research revealed users found it frustrating to switch apps when they wanted to send a message – although this is exactly what happened with Facebook Messenger in 2016.
Screenshots acquired by The Verge show that users have the option to switch on automatic sharing, but are also able to update their statuses manually. Although Threads encourages friends to share their location with one another, it will reportedly show updates like ‘on the move’, rather than a real-time location.
The app’s main feed will show all messages, as well as friends’ updates and active status, and will allow users to watch their close friends’ IG stories as opposed to having to go back to Instagram to view them.
This announcement comes after a number of updates to the platform, including the removal of likes, an anti-bullying feature, and a tool to report fake news. Although, there’s currently no launch date for Threads, and given Instagram’s history with fucked-up trials, it may never even materialise.
Massive change coming to WhatsApp with introduction of ads
WhatsApp will see a massive change by 2020 with the introduction of adverts into the instant messaging app.
It’s been rumoured for a while and now WhatsApp looks set to finally bring adverts to its popular messaging app.
The Facebook-owned firm revealed the news during its annual Marking Summit in the Netherlands, with a rollout expected next year.
Photos of the way these new adverts will look have even been posted online with attendee Olivier Ponteville, giving fans a closer look at what’s to come.
The image, which can be seen on Twitter, shows how ads currently appear on Facebook and Instagram with a WhatsApp screenshot then revealed with a full-screen advert.
According to technology website BGR, once the message appears users will be able to “swipe up when an ad appears for more information about the product or service being advertised.”
Adverts in WhatsApp have been spoken about for a while but this is the first evidence that things are changing within the popular service.
How fans react is yet to been seen but it’s unlikely to go down well with its billions of users.
The bad news is that it seems there’s nothing that can be done to stop this new feature from arriving within the app.
It seems almost certain that there will be no way to switch them off or hide these paid-for messages which may prove to be hugely irritating.
Facebook Messenger finally adds quoted replies
Today Facebook Messenger has added a sorely missing feature – quoted replies. This allows you to reply to a specific message in a conversation, and is incredibly helpful when you’re engaged in chats that have a big range of topics. Using the new feature, the people you’re talking to will now know exactly what you were replying to with that “LOL”, for example.
This has been a feature in WhatsApp, which is also owned by Facebook, for a very long time, and it’s always been sort of a baffling omission in Messenger. So it’s good to finally see it there too.
In order to quote a specific message, long tap on it and you’ll see a new Reply button to the right of the reaction emojis. Tap that, write your reply, and, just like in WhatsApp, the message you’re replying to will appear above your reply. Easy. This potentially means you’ll have less misunderstandings with your friends as to which message was referencing what.
The feature is rolling out now on both iOS and Android.
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