Improving on this subject is something we are constantly trying to do. Many times b2b clients reach out and want to build a solid presence on social. But here’s the harsh truth – building a community around a brand is almost impossible. However, positioning personas within the company, and leveraging their influence to grow the company page is way more feasible.
There are the rare examples of companies such as Gong and Zest who are knocking the ball out of the park with a killer company page, but they’re the exception to the rule (and they are also fueled by strong personas that have become authorities).
This post will focus on LinkedIn, however, there’s much to be said for Quora, Reddit and Twitter.
Here are experience-based tips on what works:
When posting make sure all posts are readable with white space out
Linkedin don’t appreciate linking out of the platform. Try to avoid it as much as possible. When you do, paste the link in the first comment (and mention “link in the first comment”)
The more people click on your posts the better – LinkedIn will get an indication of relevancy. So:
write texts that are long enough for people to need to click “see more”
for the same reason when posting images – aim for more than 5
Speaking about images – it’s always better to show people than scenery
Hashtags are important! – before using them check they have enough followers (hundreds and up)
Use emojis
Post in the morning when people get to work, noon when they’re on a break or afternoon as they head home
On top of the above: wadidigital published this fantastic breakdown on the types of posts the LinkedIn algorithm favors, keep it in mind.
Now let’s roll up our sleeves: Here’s a typical breakdown we try to stick to weekly for b2b c-levels who’s presence we manage.
Rule of thumb – we always try to strike emotions/ be controversial in the content, and to ADD VALUE:
1 Conversational type of post – ask a question “what music do you listen to when working”, “do you outsource tech or rely mostly on an inhouse team” etc
1 List type of post that end with a question “these are the top 5 books any tech pro should read, which would you add?”
1 Infographic with insights
(at least) 1 Share of a company blog post with a personal angle (we play around with these and sometimes also post entire blog posts as Linkedin articles, the jury is still out regarding the efficiency of this)
1 Viral type of post (the legendary Larry Kim does that so well we actually name those LK posts internally)
Daily Engage with peers, like comment and share
I hope this helps, if you have further tips to share, please let me know!
Market leaders have capitalized on digital marketing since the early 90s, but the current level of awareness toward the use of online tools for marketing has been unprecedented — here in Europe and elsewhere around the globe. The first half of 2020 has habituated many people to include online interactions and transactions in their business dealings as well as their consumer behavior. Many experts opine that the pandemic has reduced physical interactions and elevated online marketing to the role of a critical survival tool, i.e. protecting the business from uncertainties and risks of present and the future.
While many businesses and clients have been thrust into the online space, LinkedIn has emerged as trusted platform for networking, lead generation and sales. It can be an ideal place to get started, establish your lead generation funnel and future-proof your business. This is how I advise my clients to ensure that their business remains resilient:
1. Gain digital trust.
You may employ some of the same principles to gain digital trust for both your professional profile and company page. The objective of establishing a digitally trusted brand transcends all tips and tactics of LinkedIn marketing. It results in brand loyalty through participation in an online community, relevance, and shareability of content and the overall user experience of consuming information and interacting on your posts and articles.
2. Build the right network.
Like offline marketing, LinkedIn also depends on referrals and endorsements. Unlike offline activities, your interactions are in public view and have the potential to automatically imply a positive relationship with decision-makers, thought leaders and influencers.
3. Source strategic inputs.
A key input of future-proofing is to have the right strategy for the times ahead. Fortunately, LinkedIn is home to valuable content that is posted daily by credible industry experts and thought leaders.
Many influencers post the spontaneous versions of their articles on LinkedIn before they elaborate and repurpose it for journals. The timely and subscription-free access to such information could serve as valuable inputs to your business strategy as well as your content marketing.
4. Blend verifiable data with unique insights.
Verifiable data invites views and unique insights are instrumental in attracting engagement. If your content is visible to the right network of contributors — i.e. experts, influencers, and target audience — you not only gain their trust and insightful responses, but you also start to build a following that can help widen your distribution net exponentially.
Since LinkedIn is a content-driven social network, a lot of your data can be sourced from the content within LinkedIn and blended with your own insights to generate original content.
5. Optimize your content for searchability and utility.
There are simple ways to do search engine optimization (SEO) for any kind of content, such as profiles or company pages, text or video, data-driven or heartwarming or how-to posts. While anyone can acquire the traits to be SEO friendly, you must also create and optimise your content in such a way that it is refreshing, reliable, and useful.
In a few weeks, this can help refine the parameters of identifying your target audience and marketing your content to them. Assess where you fit in and how your brand can be more appealing. If you want to save the time and effort, you can opt for a paid membership plan like the Sales Navigator and also seek guidance from a LinkedIn consultant like myself.
Curate your feed by following and unfollowing people in order to “train” the LinkedIn algorithm to show you only posts you are interested in or from your “ideal client.”
6. Promote P2P content distribution.
LinkedIn Marketing isn’t just about creating a network of people who consume your content. It’s also about creating a community of users who distribute your content.
In other words, you have to foster a person-to-person (P2P) network by stimulating a quid-pro-quo relationship with active influencers and also encouraging the contribution of followers who enhance your visibility in their network. Even a like or comment can improve your visibility and if a follower sees engagement from their network, some of them may choose to re-share or distribute your content.
The inimitable “golden hour” in which you have one hour after a post is published to gain the most traction has just been abandoned by LinkedIn and posts are still shown to your network for up to a week after posting.
Remember: Future-proofing your business with social is all about committing to the long game. Develop your strategy now to help ensure your visability in and viability for the future.
By: Melanie Goodman Owner and Founder of Trevisan Social Media Marketing
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How To Use LinkedIn For Business In 2020 Subscribe to my YouTube Channel for more social media for business video tips https://www.youtube.com/c/MarkWarncke… LinkedIn’s popularity continues to rise and rise and in 2020 in guessing it will tick over 700 million user and profiles. So it’s not going away and is now a must to use for everyone involved in B2B sales So in this video I explain 5 simple and easy tips to get started with on with LinkedIn for business in 2020 Tip 1 – Complete your profile 100% Tip 2 – Start posting on a regular basis Tip 3 – Engage with your network Tip 4 – start recording and posting video content Tip 5 – Use the search function to find your ideal lead or opportunity to reach out to. These are the basic fundamentals of using LinkedIn but the vast majority still use it.
If your just follow these simple and easy tips LinkedIn will open more opportunities than you ever thought possible. Some of the video references I mentioned in this video are listed here 5 Tips For a WOW LinkedIn Summary Section https://www.youtube.com/watch?v=1EQcS… How To Setup a LinkedIn Company Page https://www.youtube.com/watch?v=nfmNq… How To Connect LinkedIn and Twitter and Post To Both At Same Time https://www.youtube.com/watch?v=cXPyk… To stay up to date with everything social media for business subscribe to my channel Social Media for business expert Mark Warncken – I’m the guy that makes social media for business owners and brands easy using YouTube, LinkedIn, Facebook, Instagram, Twitter and a whole lot more.. Recommended Playlist for a full series of LinkedIn For Business Videos LinkedIn For Business Playlist https://www.youtube.com/playlist?list…
More and more, people are forming their first impression of you from the results of a web search on your name. When people are evaluating you in a professional capacity, they often go directly to your LinkedIn profile. But even if their research starts with Google, they’ll end up at LinkedIn because your profile will most likely be one of the top results.
So you need to be concerned about what you put in your LinkedIn profile — making sure it’s authentic, compelling to your audience and aspirational — positioning you for the future. You need to be equally focused on removing things from your profile that will get in the way of your success. You want all of the content to “wow” those who are making decisions about you.
Here are four things you should remove from your profile in order to make a positive impact on readers.
1. Wrong or irrelevant endorsements. Delete endorsements for the skills that you don’t want to be known for; they just muddy the waters. Personal branding is about being known for SOMEthing, not 10,000 things. That means you need to make your skills pure — positioning you for what’s next, not creating confusion among readers. “Is this person a marketing exec or a real-estate agent?” Make a list of all skills that are relevant to who you are and where you’re going without looking at your LinkedIn profile. Then, take a look at the skills for which you have been endorsed.
Is there a strong correlation? And make sure your top three skills perfectly reflect how you want to be known. Those are the ones that show up prominently when someone is looking at your profile. Viewers need to click “view more” to see the rest of your skills. And don’t worry about offending anyone. LinkedIn will not send a note to those who endorsed you when you remove their endorsements.
2. Experience that distracts from your brand aspirations. If you started your career in retail and now you’re all about pharmaceutical research, you want to diminish the past (unless you have a really good story about how it supports what you’re doing and what you want to be doing). Of course, it’s important to show progression in your career, so you may want to group roles from the past under one category like My Proving Ground or Internships and Early Career Experience.
3. Low-quality images. I’m not just talking about your headshot. Any images you added to your profile in the summary or experience sections need to be high-quality and appropriately cropped. Nothing says “lack of attention to detail” like blurry, badly cropped, trite, or unflattering images. Of course, this is most important when it comes to your headshot. If you use a selfie, a photo where you crop out others, or a photo your mother took of you at last year’s family outing, it’s time to remove and replace. Invest in a professionally photographed headshot that projects you in the most positive and powerful light. And avoid full body shots. Let viewers see your face.
4. Third-person writing. Let’s face it, everyone knows you wrote your own LinkedIn summary and experience sections. It’s much more transparent and direct to write in the first person than to pretend that your publicist wrote your content. When you write in the first person, you create a conversation between you and the reader, and that helps you establish a more authentic relationship with them. I am seeing more and more profiles using the first person (even from CEOs – who probably do have someone writing it for them) but not everyone is there yet. It’s time for you take the third person out of your profile and get comfortable with me, myself, and I.
I’m a personal branding pioneer, motivational speaker, founder of Reach Personal Branding and cofounder of CareerBlast.TV. I’m also the bestselling author of the definitive books on executive branding: Ditch.Dare. Do! and Career Distinction. I’m passionate about how personal branding can inspire career-minded professionals to become indispensable, influential and incredibly happy at work—and I teach my clients (major global brands and 20% of the Fortune 100) to increase their success by infusing personal branding into their cultures. Here’s a fun fact: I have the distinct privilege of having delivered more personal branding keynotes to more people, in more countries, than anyone on earth.
https://www.workitdaily.com/why-shut-… 1. Remove empty terms. Remove any subjective terminology such as “motivated, “dedicated,” “results-driven,” “self-starter,” “high-level thinker,” “quick learner,” and so on. While you may have all of these traits, describing yourself in these terms means nothing to employers without proof. Anyone can say that they are a highly motivated self-starter, but how do you know it’s true? Remove empty terms like this from your resume and LinkedIn profile. Instead, just stick with quantifiable accomplishments that prove you’re qualified through results (you’ll learn more about these in a little bit). 2. Add new technologies to your LinkedIn Summary. What new software or technologies have you learned lately that relate to your industry? Update your LinkedIn profile with any new, relevant technologies. What software are you proficient in? Whether it’s WordPress or Excel, updating your profile with relevant technologies you use in your field allows you to further optimize your profile and fully take advantage of your Summary section. 3. Reorganize your Top Skills. In your Top Skills section (where all of your endorsements can be found), you want to showcase the 10 hard skill sets you want to leverage in your next job. This makes is easy for employers and recruiters to see what you excel at on the job – and you want to make it as easy as possible for them to see your value! So, take a few minutes to reorganize your Top Skills to showcase your top 10 at the top. While in Edit mode, you can reorganize how your skills appear by dragging and dropping them. 4. Ditch those dense paragraphs. Let’s go back to making it easy for recruiters and employers to see your value for a second. When you make them sift through big, dense paragraphs in your Work History to find the information they need, you’re making it HARDER for them, not easier! Remember, white space is your friend. Swap out those murky paragraphs for clear, concise bullet points of your quantifiable accomplishments instead. 5. Add numbers wherever possible. Your goal is to demonstrate your value to employers. They want to know that you’ve been there, done that, and can do it well. The best way to do that is to quantify your accomplishments. Always ask, how many, how much, how long, and how often? Remember my simple formula: numbers = results = value. ———————————————- Want to hear all 8 ways you are being shut out of the hiring process? Click this link and get access to J.T.’s FREE VIDEO on what it takes to remove the roadblocks to job search. https://www.workitdaily.com/why-shut-… And, if you want J.T. and her team to help you become a pro at interviewing, negotiating and more, then you need to check out our career support platform. Want to learn more about our affordable Premium Subscription? Go Here: https://www.workitdaily.com/pricing/ Follow Work It Daily: https://www.workitdaily.com/https://twitter.com/workitdaily?lang=enhttps://www.facebook.com/groups/WorkI…https://www.facebook.com/WorkItDaily/#LinkedInTips#LinkedIn#JobSearch
Commercials, advertisements, and marketers work tirelessly to convince us that products manufactured on assembly lines will make us happier. But in reality, these unnecessary purchases separate us from our dollars while adding stress, burden, and obligation to our lives. It is time to step away.
The task of living an intentional life focused on things that matter is enormously complicated these days by modern propaganda.
Commercials, advertisements, and marketers work tirelessly to convince us that products manufactured on assembly lines will make us happier. But in reality, these unnecessary purchases separate us from our dollars and add stress, burden, and obligation to our lives—they do not bring happiness.
The goal of Madison Avenue is to distract our desire. Their messaging changes our attitude from “That’s extravagant” to “That would be nice” to “I want that” to “I need it.” They are so subtle at their craft we hardly realize we are being brainwashed. Subconsciously, they take control of our desires, our checkbooks, and ultimately, our lives.
To stop letting advertisers dictate our lives, we must make firm moves to counter their assault. Here are ten steps you can take today:
1. Realize that happiness is not an item to be purchased, it is a decision to be enjoyed. Beware of destination addiction—the belief that happiness will be realized in your next purchase. The dopamine rush from a new purchase is immediately fleeting. Happiness is a decision to be made… it is not for sale on Amazon.
2. Identify what advertisements are trying to sell you. The emphasis in advertising has moved away from fact-based proclamations to creating associations in the mind of the viewer. Advertisers appeal to our subconscious desires (status, sex, prestige, happiness, appearance, self-esteem, identity, or reputation) and fears (loneliness, security, weaknesses, uncertainty). Be aware of their strategy so you will not be fooled by it.
3.Buy things for their usefulness, not their status. Purchase items for their ability to meet your needs, not their ability to impress your neighbor. Apply this principle everywhere, but your house, your car and your clothes are good places to start. You don’t have to live like everyone else. In fact, you’ll probably be happier if you don’t.
4. Limit marketing messaging. Unsubscribe from email lists. Cancel junk-mail. Mute your radio/tv during advertisements or better yet, stop watching television altogether. Enjoy outdoor recreation (biking, exercising, hiking, gardening, camping) or occupy your mind with reading, art, conversation, philosophy, or meditation instead.
5. Recognize your trigger points. Are there certain stores that prompt unnecessary purchases in your life? Products, addictions, or pricing patterns (clearance sales) that prompt an automatic response from you? Maybe there are specific emotions (sadness, loneliness, grief) that give rise to excess consumption. Identify, recognize, and understand these weaknesses. This is one of the most important steps in taking back control of your actions.
6. Count the hidden cost of purchases. The price of purchasing any item is not limited to the sticker price. Our purchases always cost more. They require our time, energy, and focus (cleaning, organizing, maintaining, fixing, replacing, removing). They prompt worry, stress, and attachment. Each purchase takes up physical space in our homes and mental space in our mind. Henry David Thoreau said it best, “The price of anything is the amount of life you exchange for it.” Look beyond the price tag.
7. Practice gratitude and generosity. Gratitude turns what we have into enough. When we stop focusing on the things we don’t have, we are better able to appreciate the things we already do. This mindset shifts our passions away from the promises of advertisers. Equally important, generosity reminds us that we already have enough and brings greater fulfillment and satisfaction into our lives.
8. Embrace the sharing economy. The Internet has brought many new opportunities to us. One of the most important is the emergence of the sharing economy. Whether people are sharing homes, vehicles, tools, toys, or clothes, there is less need today for ownership than ever before. Ownership is being replaced by relationship—and that’s always a good trade-off.
9. Enforce a 30-day wait period on major purchases. Avoid regrettable judgments by implementing a month-long waiting period on items over $100 (or pick a dollar amount more applicable). This cooling period will provide opportunity and space to better answer these questions: “Do I really need this?” “Will it make me happier in the long run?” “Are there any subconscious motives to this purchase?” and “Can I find it cheaper elsewhere?”
10. Do more of what makes you happy. Your possessions are not making you happy. Once our basic needs have been met, the happiness found in consumerism is not noticeable. Instead, find what it is that truly makes you happy and do more of it. I find my happiness in faith, family, friends, and contribution. Your list may differ slightly. But either way, owning a whole bunch of stuff is almost certainly not on it.
The only release from the influence of marketers and a consumerist society is to exit—to decide that enough is enough and the relentless pursuit of possessions will never lead to an intentional life. The first step is to be intentional in overcoming it.
Mark Warncken – Social Media Selling 123
