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LinkedIn Marketing Guide for B2B Lead Generation

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LinkedIn Marketing Guide for B2B Lead Generation

The Essential LinkedIn Marketing Guide for B2B Lead Generation

How can you leverage a platform boasting a user base of over 500 million professionals? In terms of social media platforms, LinkedIn is the one you want to focus on if your goal is to reach an audience of business specialists. In the world of business-to-business, or B2B outreach, LinkedIn has a built-in audience of people who are searching for recommendations, information, and professional insight.

Organic Promotion of Your Business on LinkedIn

Paid advertising strategies are fundamental to your growth on LinkedIn, but you should first look at how you can promote your company organically and free of charge. First, if you haven’t already, invest some time and effort into creating a company page. This is the first step towards growing on LinkedIn because a company page is the jumping off point for paid ad products on the platform. Your paid ads must be associated with a company page. Fortunately, creating a company page is free of charge, and the thoughtful construction of such a page will allow you to showcase your company to millions of business professionals, decision-makers, and influencers on the platform.

LinkedIn groups are the key to interacting with and engaging across interests and industries. Browse available groups in your niche by clicking the Work icon in the top right-hand corner of your business profile, then select Discover to peruse suggested groups. Don’t be afraid to “like” and comment on the content other people produce. LinkedIn groups are easy to participate in, and people who are not your followers will still be able to interact with you. Next, post content on the regular. In addition to long-form content, LinkedIn allows you to post brief status updates that include video, links, or images. Using LinkedIn’s publishing platform, you can post articles that will appear in your followers’ newsfeed.

Expanding Your Reach with LinkedIn’s Paid Ads

You can reach LinkedIn’s user base and your target audience with a wide variety of paid advertising methods. Features offer you the ability to target your niche audience members by refining based on demographics, buyer persona, and interest. Demographics can range from targeted information per company name, geography, industry, and job functions. Once you have mapped out your buyer persona, you can target this group on LinkedIn per keywords in members’ post histories. Last, target the interests of your audience members based on the listed skills and field of study.

Four distinct paid advertising products make up LinkedIn’s suite of B2B marketing offering: sponsored InMail ads, sponsored content ads, text ads, and display ads.

  1. Sponsored InMail makes use of the platform’s LinkedIn Messenger feature to allow companies to send personalised messages to other users. As one of LinkedIn’s premium services, you must pay to send InMail messages.
  2. Once you create a company page, Sponsored Content allows you to feature ads on LinkedIn’s newsfeed. Displayed on both mobile and desktop, your ads can be targeted towards segments of LinkedIn’s user base via LinkedIn’s matched audiences feature.
  3. Text ads can function to drive traffic to your landing page or website via a self-service, PPC platform that is targeted towards LinkedIn’s specific audiences. In addition to a brief headline and description, you can include a 50×50 pixel image in your text ad. These ads will appear towards the upper-right hand corner of a user’s main feed.
  4. Display ads are of two types: dynamic ads and programmatic display ads. Programmatic display ads are based on auction pricing and can be directed at predefined audiences. Dynamic ads, on the other hand, will appear on LinkedIn member’s profile pages.

If you plan to use dynamic ads, you will be prompted to submit your images and your ad copy to LinkedIn, which will personalize your ad per one of three ad format types: 1. Follower ads, 2. Spotlight ads, or 3. Job Ads. Follower ads encourage viewers to, you guessed it, “follow” a company’s business page on LinkedIn. Spotlight ads promote a specific service, product, or event, and direct viewers to your website. Job ads target individual LinkedIn member profiles for recruitment purposes.

As a social media platform, LinkedIn offers you the opportunity to connect with like-minded people, to engage with their profiles, and to promote the content on your website. A solid B2B marketing strategy is the key to generating leads for your business or brand.

 

 

Social Media

3 Reasons to Harness the Power of Social Media

Tom

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Friends watching social media in a smart phone.

Social media has a variety of platforms that can be a powerhouse for your company if used effectively.

Use the platforms that are the most popular with your audience.

Your customers expect to find you engaged on these sites.

They will look for you to obtain quick solutions to their questions or problems.

These expectations offer you three opportunities to build a more secure business.

1. Audience Engagement

Your audience needs to know that they can connect with you whenever they have a question or problem.

They will use the easiest and most convenient way possible to get a solution.

That will be their social media account. Make sure your company has an active account that you use regularly.

Whether there is an issue, or they want to share their pleasure, many audience members routinely express their opinions to the world.

Quick acknowledgment of their thoughts provides a sense of support and validation for their commitment to your business.

They are encouraged by your response, increasing the likelihood of future interaction and increasing the possibility of future sales.

2. Cost-effective Advertising

Every company has to set aside money to advertise their business.

Today, social media accounts are primarily responsible for the reputations a service or product enjoys.

The results obtained through these interactions will increase exposure and widens your customer base.

By customizing your social media marketing campaign, you can deliver what your audience wants when they need it for pennies on the dollar.

3. Troubleshooting and Product/Service Development

By routinely engaging your clients, you know their needs and can arrange your future sales accordingly.

Your presence on social media platforms also allows you to head off impending problems that can damage your reputation, especially if it involves a new product release or service requirement.

Your audience will remember the details when looking for something within your niche.

Their experiences give them the confidence needed when they are looking for products and services in your industry.

Whether you are building a new business or expanding, remember to maximize your marketing results to increase your reach.

Social media accounts for most of the “word-of-mouth” advertising.

Businesses still depend on this format to increase brand recognition within a niche.

Make it a part of your marketing strategy to continue to improve recognition and authority in your field.

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Social Media

3 Social Media Tips for Writers

Tom

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Double rope rappelling of a climber

The work responsibilities of a freelance writer have certainly changed over the years. It is no longer the case that the job is limited to only the writing process. The best freelancers now need to invest a significant amount of time in social media efforts to promote themselves.

The following article explores this content in more detail by providing some social media tips for freelance writers.

Make use of Twitter and Facebook.

Twitter is a conversational platform and can be a great place for freelancers to be. The opportunities are vast. You can post links to your latest content, advertise that you are available to hire, and connect with other freelancers.

It’s certainly true that having a strong Twitter profile with regular updates will add to your credibility as a freelancer.

Facebook doesn’t tend to be such a good platform for web traffic, but it can still have significant advantages. First of all, you can set-up a Facebook page to market yourself where you can post some of your latest content.

Facebook groups also offer a significant opportunity where you can find out about job opportunities as well as getting exposure for your content if your allowed to post links.

Remember that visuals rule on social media.

It’s fair to say that you won’t get very far merely posting words on social media; it isn’t the sort of content that engages enough these days.

Of course, visual content is critical when promoting on the more image-led sites such as Pinterest and Instagram.

At the same time, when you get your visuals right, it can be hugely rewarding for web traffic and exposure. It’s a good idea to use various social media platforms to create your content for each social media site and play around with it to see what works.

If you have the time to invest in it, Pinterest can be hugely rewarding for web traffic, but your visuals have to look great.

Stay active on your core platforms.

It’s important to have a schedule for your social media activity; otherwise, you will not be as active as you should be. Social media platforms are different, and not all of them are right for everyone, it also depends on how much time you want to invest in it. Some sites require a bigger time commitment than others, and you want value for your time.

However, you will quickly understand which platforms are worth your time.

It’s also a good idea to have a clear strategy of what you want to achieve with each platform. You may also want to plan content in advance and schedule your posts.

Staying active though will be the way forward to getting the best results.

Being a freelance writer can be a complicated job as there are many more aspects to it than simply writing content. Social media though needs to be part of your work, especially if you write most of your content online.

Various platforms have much to offer freelance writers if you are willing to invest the time. Remember to make use of Facebook and Twitter, use key visuals and stay active on your core platforms.

 

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Social Media

Three Tips to Growing Your Business on Twitter

Tom

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Checking social media in the bed

Most brands now appreciate the importance of growing a strong presence on social media.

One of the biggest platforms suitable for most brands is Twitter.

Therefore, this article looks at some of the ways you can grow your business on the social media site.

Don’t be afraid to follow.

Many brands seem to think they can’t follow customer accounts on Twitter. They take the view that customers should only follow them.

Of course, this mentality can work for the most prominent brands, but it’s not so helpful for small businesses and start-ups.

Think back to traditional mass marketing techniques; if you want your business to grow on social media, customers need to be aware that it exists. Therefore, following can be one way you can start to get your brand known.

It also lets users know that you’re on Twitter for two-way engagement rather than only wanting to take but not give. Show your audience that you genuinely care about them.

Being overly promotional won’t win you many friends.

Of course, you are on Twitter to grow your business, and that means more sales and hits to your website.

However, you have to be canny about how you achieve these aims. The simple reality is your followers are not going to enjoy being sold to in every tweet.

In fact, some brands make the mistake of only tweeting promotional content. Instead, connect with your audience and encourage the conversation to flow. Once you do this, your account will grow, and your audience will be more receptive to your promotional efforts.

Therefore, growth of your social media presence should be your main focus in the early stages.

Schedule and plan your tweets.

It’s indeed necessary to be active on all social media platforms. However, how active you are depends on the requirements of each site.

Twitter is an example of a platform where you can almost be as active as you like, so you can tweet a lot throughout the day without it having a negative impact on your audience.

However, managing multiple tweets per day can be a challenge for even the most organised businesses.

Therefore, you want to have a robust social media content plan to at least know which subjects you are going to tweet about beforehand.

It’s also a good idea to schedule your tweets to ensure you stay on track, post at optimal times, and reach a global audience.

The majority of businesses feel the need to be active on social media. However, being successful takes a level of know-how and expertise. Remember to follow your customers, focus on conversation rather than promotion, and to schedule and plan your content on Twitter.

 

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