LinkedIn, the world's largest B2B social network, has come a long way from its beginnings as a simple business connection network in 2005. Today, LinkedIn acts as a personal branding tool for executives, the number one way for recruiters to attract top talent, a highly targeted ad network for marketers, and a professional salesperson's total package for selling. So how do you take advantage of all that LinkedIn offers as the network takes on a new face in 2014? Here are my top three tips for selling on LinkedIn for 2014:
1. Personal Brand Development on LinkedIn
LinkedIn is the place to be found by your target. To do this, you first need a strong, visible, and engaging online personal brand. For B2B executives, HR recruiters, and sales professionals, this starts with a solid LinkedIn profile. Your LinkedIn profile needs to tell your story about what you can deliver and how your track record supports your credibility in your industry. Your profile should be well-thought-out based on your developed personal brand market position. This means everything you deliver there, from your photo to your summary, presentation links, graphics, patents, experience, education, and volunteerism, needs to tell a story that delivers a personal brand and related perception to your target audience. The LinkedIn personal profile can deliver interest, a sense of real connection, and a visible story about your areas of leadership.
"Content is fire. Social media is gasoline."
Jay Baer uses this analogy to explain the idea that content is the main substance in any digital marketing campaign; social media channels ignite that content and help it to spread. What this means for marketers is that content must be at the core of your digital marketing initiatives. Content is what people find when searching on Google. Content is what people share on social media channels. Content is how brands tell their story and connect with customers. And content is what ultimately drives leads and sales.
But you can't just create a video, post it on Facebook, and expect it to generate tons of awareness, engagement, and sales. You need to put thought and structure behind the content you create and share on social media profiles. Start with these seven tips for managing and maximizing content in social media.
1. Know Your Audience
If you don't know who your audience is, how will you ever connect with them? Most brands have an understanding of their audience's demographics - age, gender, HHI, ethnicity. But you have to go beyond these statistics to get a better understanding of their interests, needs, mindsets, and behaviors to truly make a connection and become an important part of their lives.
See these concepts in action at ClickZ Live New York 2014:
Content Marketing has, increasingly, become standard practice for marketing a product or service online.
Because it generally costs less than traditional offline marketing and has proven to be the single most effective strategy for SEO, virtually every brand is now doing it.
For those not yet onboard or those who think that it’s just the newest fad, they can always leave this new discipline to those who are bit more forward focused—like their competitors.
The challenge of rising content volume.
The very best kind of blogging you can do is something I like to call "Social Blogging." We tend to think of "blogging" and "social media" as two separate and distinct categories in our Web Marketing arsenal, but really these two activities go hand-in-hand. In fact, if you start thinking of your blogging more in terms of social and your social more in terms of blogging, you'll benefit greatly on both fronts. Here's how...
Blogging Is The Original Social Media
We always remind our clients that "Blogging is the original social media." And it's true! Long before Facebook, Twitter, LinkedIn, and all the others showed up on the scene, blogging was singlehandedly responsible for building relationships online. (If you've been around long enough, you still remember those days, right?)
One of our classic formulas for getting better online marketing results is this: Content + Influence = Authority (which you can also translate as Content + Sharing = Results). This is exactly why "Social Blogging" as a strategy works so well.
It’s that time of year again—the annual startup, technology and social media industry pilgrimage to Austin, Texas is just a few days away. The South-by-Southwest Interactive festival kicks off March 7th and promises to be yet another assault on all five senses. As the preview stories begin to appear, let’s take a quick look back at four big themes that dominated in 2013.
Hardware, 3D and Wearable Technology
Not only was Google Glass a hot topic, but the unveiling of an early 3D prototype by MakerBot created a notable buzz during the festival. One study collected more than 11,000 social media mentions related to wearable technology in 2013 and we can anticipate significantly more in 2014.
Not too long ago on this blog I shared the results from a recent study conducted by Sprout Social and meant to measure How Socially Engaged is Your Brand. One of the many shocking findings was that across 15 industries, on average 4 out of 5 comments left on a brand’s social media page went unattended! This echoed previous findings from 2012 and 2013, highlighting the discrepancy between brand presence on various social media and their responsiveness to questions, comments and customer care. Now, a new study by Social Bakers highlights a similar gap, but this time from a marketing perspective.
SOCIAL MEDIA AS ACQUISITION CHANNEL
- Social Media Marketing for Startups & Beyond - 3 Takeaways
- How to Social Proof Your Search Engine Optimization Campaign
- 8 Tasks That Define a Social Media Workflow
- Grow Your Twitter Presence in 2014
- 20 Must Know Digital Marketing Definitions
- 7 Social Selling Strategies for Getting a Prospect's Attention