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Marketing Through LinkedIn: Tips and Tricks

When professionals gather in one spot of the Internet, you can bet that there will be discussions between experts of their respective fields. If you let them discuss, it will seem like everyone’s ideas are over the place. But out the seeming disorder are the fusions of ideas—even industries—that otherwise wouldn’t be created.

This is the beauty of the professional social media network LinkedIn. Other than feeling safe in a space dedicated to professionals who are mindful about their own careers, you’re also seeing and being seen by like-minded individuals, specifically those coming from your own industry.

The site is not a bad place to start networking and marketing. If anything, it’s one of the best social media platforms out there—at least for B2Bs. Sure, Facebook, Twitter, and Instagram still reign supreme as far as connecting people is concerned, but when using these three, you’re bound to encounter more personal posts than professional ones. In LinkedIn, the former is kept to a minimum—or none at all—and almost everything is a stepping stone toward betterment of work, career, and mindset, among others.

So when you’re on the social media website, what must you do to maximize your marketing efforts? Here are a few tips and tricks to help you connect and expand.

Marketing Tip #1: Post High-Quality Content

Post High-Quality Content

Great content leads to more connections. The more quality posts you have, the more visible you are to your niche audience and the public in general. How else do you expand if people can’t see what you have in store for them?

A big no is saturating your profile with mediocre content just to say that you’re posting regularly. It’s more about quality than quantity—but it’s also beneficial if you cater to both. If you have the insight to back your posts up, then people will flock to your profile.

Connect with Personalized Invites

Automation has its pros and cons. It’s highly efficient, but it does sacrifice a humanizing component (more on that later). Just look at the template LinkedIn provides when you’re about to send an invite to a person you want to connect with. It’s generic and, although quite formal in its own right, tiresome to read over and over.

Personalize your requests to connect. It shows that you took the time to compose a message. You can say how you genuinely liked their post or their work or say that you found their content inspiring—things a default email cannot express. People appreciate sincerity.

Marketing Tip #3: Take Advantage of Customized URLs

Take Advantage of Customized URLs

If you took the time to spice up your profile—which you must—then you might as well go all the way. Personalizing your LinkedIn web address gives your own space on the platform, makes you stand out from the other 467 million users, and serves as an easier resource for people who want to discover you via Google search. Not to mention your profile’s ranking in Google’s search results page.

More than that, customizing your URL makes it easier for people to remember your web address. Instead of complicated numbers and slashes and whatever symbols are there, having your brand—or name, even—on the address bar gives a sense of familiarity that doesn’t come with the generic address LinkedIn provides.

Be Human

All in all, your marketing comes down to what your style is and how you approach your prospects. Giving your brand a face, a name, and a persona that people will recognize goes a long way toward top-of-mind awareness, which is one of the goals of your marketing efforts. And being your customers’ first option is proof that your marketing strategies are effective.

Knowing that someone is behind the brand reinforces the idea of a business entity connecting to and relating with its customers. The more you tug at and win their hearts, the stronger your bond with them becomes. It doesn’t matter if it’s a niche audience or not. When you have dedicated people who think of you first, it means they trust your brand; it shows they have confidence in you.

Social media websites are no longer just for personal connections. Business entities also use Facebook, Twitter, and Instagram for marketing purposes. But they usually contend with and compete for attention against personal posts, updates, photos, check-ins, etc. For a dedicated space like LinkedIn, though, the opportunities are endless. The better the strategy, the sweeter the marketing success.

Bear one mantra in mind. Aim to help instead of sell. Don’t be part of the noise that people avoid. Instead, cater to their needs and wants. Build a rapport, and they will come to you. 

 

Resources:

DeMers, Jayson. “The Definitive Guide to Marketing Your Business on LinkedIn.” Forbes. September 18, 2015. www.forbes.com/sites/jaysondemers/2015/09/18/the-definitive-guide-to-marketing-your-business-on-linkedin/#44658ad6a3d6

Duermyer, Randy. “How to Create a Custom LinkedIn Profile URL.” The Balance. November 2, 2016. www.thebalance.com/how-to-create-a-custom-linkedin-profile-url-1794576

Mustapha, Zak. “45 Experts Share Their Biggest Linkedin Marketing Strategy.” The Huffington Post. June 29, 2016. www.huffingtonpost.com/zak-mustapha/45-experts-share-their-bi_b_10375374.html

Nemo, John. “5 of the Most Effective LinkedIn Marketing Methods – According to Science.” Social Media Today. February 13, 2017. www.socialmediatoday.com/social-networks/5-most-effective-linkedin-marketing-methods-according-science

Newberry, Christina. “LinkedIn for Business: The Ultimate Marketing Guide.” Hootsuite. September 20, 2016. blog.hootsuite.com/linkedin-for-business

Patel, Neil. “7 Advanced LinkedIn Strategies for B2B Marketing.” Kissmetrics Blog. n.d. blog.kissmetrics.com/linkedin-strategies-b2b-marketing

Pirouz, Alex. “How to Master Content Marketing on LinkedIn.” HubSpot. July 20, 2015. blog.hubspot.com/marketing/linkedin-content-marketing#sm.0001frknxr3k3dlkqq22lsqtd9h7a

Segal, Sapir. “4 Effective LinkedIn Strategies to Master B2B Marketing.” Oktopost. n.d. www.oktopost.com/blog/4-effective-linkedin-strategies-for-b2b-marketing

Smith, Craig. “13 Amazing LinkedIn Statistics and Facts (February 2017).” DMR. March 22, 2017. www.expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats

Van Yoder, Steven. “Stop Selling and (Instead) Help Your Customers Buy.” MarketingProfs. December 14, 2010. www.marketingprofs.com/articles/2010/4104/stop-selling-and-instead-help-your-customers-buy

“15 LinkedIn Marketing Hacks to Grow Your Business.” Business News Daily. September 29, 2014. www.businessnewsdaily.com/7206-linkedin-marketing-business.html

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Content Creation / Curation: Find the Sweet Spot [Guest Infographic]

[vc_row][vc_column][vc_column_text]Have you ever met someone who only ever talks about their own interests, qualities and successes without showing any concern whatsoever for your input?

It’s not always the most engaging conversation for both parties, and by the end of it you’ll likely think of them as a self-centered and arrogant individual whom you would do anything in your power to avoid.

The same idea applies to businesses that use overly self-promotional advertisements, or create content that points all fingers back in their direction.

You don’t want to be stuck with absolutely no chance of being seen either.

The trick is to find a balance between how much of your content should be curated, and how much should actually be original content.

First, let’s get a better understanding of the difference between content creation and content curation.

Content Creation

According to Curata, content creation refers to “… the original creator of the content, either the author, illustrator, researcher or whomever is the original source.”

Content creation is necessary for influencers and marketers to position themselves as thought leaders within a particular area of marketing.

However, content creation can be extremely time-consuming, and crafting content that stands out requires a lot of research.

Content Curation

Content curation is similar to content aggregation (i.e. collecting a bunch of articles or references on a particular subject), except that this content is handpicked by the author.

This is a great way to take existing ideas and either provide an opinion on them or simply provide your audience with a selection of refined resources that you recommend.

So how do you find the sweet spot of content curation and creation?

Convince and Convert did some great research on how well an article performs based on where your outbound links lead to, and how frequently you should lead to your own work.

The following infographic by Venngage visually summarizes just how you can find the content curation and creation sweet spot.

content curation infographic
content curation

This infographic was made with the Infographic maker Venngage.

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Helpful Infographics for Your Online Marketing Plan

Anytime you browse through different social media channels, you probably always come across graphics that detail facts you probably never knew before. These images usually have cute and eye-catching drawings or designs. As we mentioned in the past, infographics are a growing trend. They offer an element of fun while conveying key facts and data. A good infographic can condense useful stats and information without overwhelming viewers.

To illustrate how effective they really are, we looked around the Internet to find some infographics that can help your online marketing strategy. Here are 5 that we think are particularly well-designed and informative:

How to Sell Without Selling

This infographic by Stride shares details and statistics you’ll need to improve your online marketing strategy. As its title suggests, it offers useful information on how to connect with consumers that are looking to be engaged, rather than to hear sales talk.

by Stride via Daily Infographic
20 Captivating Marketing Statistics

Here’s another set of enlightening data for entrepreneurs. These statistics were gathered by WebDAM.

WebDAM via BufferApp
A Well-Balanced Blog 

In this infographic, LinkedIn breaks down the different components you need for a successful blog.

LinkedIn Marketing Solutions via HubSpot
Email Cheatsheet

Email marketing is one of the best ways to engage with your target audience. As Marketo points out in this infographic, a majority of consumers prefer receiving marketing communications through their inbox. Don’t waste a good opportunity by keeping in mind some useful tips they offer.

Marketo via BufferApp
It’s All About the Images 

We all know how powerful visuals can be. In fact, an image can make a huge difference in how your content is perceived and received by consumers. In this infographic, MDG Advertising offers great advice on how you can get the most mileage from your image-based content.

MDG Advertising via JeffBullas.com
The Ridiculously Exhaustive Social Media Design Blueprint 

And since images are important to online marketing, Tent Social created a cheat sheet to tell you the perfect dimensions to use when sharing pictures in different social media platform:

Tent Social via BufferApp

Email Marketing Tips: The Art of Pitching through the Inbox

It may seem old-fashioned, but email marketing is far from becoming obsolete. While social media channels are helpful for reaching out to prospects, there’s no reason to discount the power of an email. Unlike other methods, email marketing allows you to deliver content directly to a space that’s personally curated by your prospects.

As blogger and entrepreneur Jen Fitzgerald points out, “your audience is giving you permission to be in their email inbox – that’s a pretty giant leap in the sales process.”

Make sure you won’t let a great opportunity go to waste by following these 10 essential email marketing tips:

1. Give prospects a reason to subscribe to your mailing list

How can you convert a casual blog reader into someone who’s genuinely interested in what you have to say? Promise them access to things they might not find by simply browsing your website or social media profiles. Use your emails as an avenue to promote special deals like discount coupons or downloadable resource materials. You can also provide access to insider information like product updates and industry news.

2. Always come up with a compelling and descriptive subject line

Crafting a clever subject line is crucial to email marketing. According to Copyblogger, making use of “power words” can help create an immediate connection. Clever gimmicks will urge your readers to open your message, but avoid click-baiting techniques. A good subject line is able to describe what the audience will see once they click through the link.

3. Keep content brief and straight to the point

Your subscribers will come across your email while they check their inbox for something else. Most likely, they’re probably corresponding with business contacts and thought to spare a brief moment to check out your content. Because of this, it won’t do you any good if your email is too long. Like you would when writing a speech, keep your emails brief by focusing only on key points.

4. Incorporate great visuals

Email marketing is similar to presentations, except that you have to deliver content directly to a prospect’s inbox. Aside from writing brief and compelling copies, you’ll also need eye-catching visuals. Make use of high-quality images to illustrate your emails.

5. Make it personal

Email marketing allows for a direct line of communication between you and your prospects. Try approaching your readers with a more personal touch. You can make use of software like HubSpot Email to personalize your content and organize your subscribers according to lists.

6. Be mindful of how spam rules work

No one wants to be bothered by a flood of unsolicited emails. To make sure your emails don’t get marked as spam, read up on the CAN-SPAM Act and be mindful of what you send out. You should also avoid typing subject lines in capital letters or using trigger words in excess.

7. Double, triple check before hitting “send”

This might seem obvious, but it bears repeating: always re-read your emails before hitting “send.” Check for spelling or grammatical errors you might have missed while writing your content. Make necessary adjustments. Trim out repetitive sentences or add some more details. If you can, try to get another set of eyes to check your work.

8. Make sure you email is optimized for mobile

A growing majority prefer to read emails using a mobile device. And according to statistics gathered by Return Path, 63% of Americans will quickly disregard a message when it’s not optimized to be viewed on their smartphones. Email marketing tools like MailChimp can help you create messages that read well on a variety of devices.

9. Integrate social media sharing

Reach a wider audience by allowing your subscribers to share your content through various social media channels. Provide share buttons and include links to your own profiles.

10. Track your stats to improve your strategy

If you’re making use of email marketing software like the ones mentioned above, you can get reports and updates on how your campaign is faring. Take note of the different statistics provided to you use it to your advantage.

It’s important to communicate your message to prospects clearly and effectively. Email marketing is just one of the ways you can share compelling content. Other techniques include delivering a presentation using a PowerPoint deck.

References:

“37 Tips for Writing Emails That Get Opened, Read, and Clicked.” Copyblogger. 2013. Accessed September 15, 2014.
“CAN-SPAM Act: A Compliance Guide for Business.” Federal Trade Commission. Accessed September 15, 2014.
Fitzgerald, Jennifer. “Guest Blog: How to Target Different Personality Types.” The Client Angel. Accessed September 15, 2014.
White, Chad. “Click-Baiting: Frowned upon by Facebook and in Email Subject Lines.” Salesforce Marketing Cloud Blog. 2014. Accessed September 15, 2014.

Featured Image: Wilson Alfonso via Flickr