Posts in LinkedIn

Using LinkedIn As A Marketing Tool

Think of your LinkedIn profile as an interactive resume – on steroids. In addition, to information about your work experience and education, LinkedIn allows you to enhance your profile with the following Web 2.0 capabilities to showcase your expertise:

    • Status Updates: One of the best ways to keep your connections informed about your happenings is by posting ‘status updates.’ Status updates are brief statements that you feel your connections will find useful. In addition, they can include links to related content on your Website or third-party Websites. To appear active in the LinkedIn community, post useful and actionable status updates on a regular basis.
    • Blog Posts: LinkedIn allows you to easily syndicate your Blog posts to your profile. As you post to your blog on your Website, your LinkedIn profile will be automatically updated with your posts’ title, abstract and link to the full post on your Website.
    • Presentations: If you post PowerPoint presentations to SlideShare or Google Docs, you can display these presentations in your LinkedIn profile.
    • Events: Are you speaking at an event or sponsoring a training session? You can post a LinkedIn Event to help promote and generate interest in your event.
    • Tweets: If you are an active participant in Twitter, you can integrate your LinkedIn Status Updates with your Twitter Tweets to keep your connections and followers informed.
    • Recommendations: LinkedIn makes it easy for you to request recommendations from your connections. A collection of glowing recommendations that underscore your expertise and experience will significantly enhance your profile.
    • Reading Lists: If you want to share your reading interests with your LinkedIn connections, you can link your profile with Reading Lists by Amazon to display the books you are reading.
    • Polls: LinkedIn Polls are a market research tool that allows you to collect actionable data from your connections and the professional audience on LinkedIn.
    • Creative Portfolios: If you have a creative portfolio you want to display, post your portfolio of creative work to the Behance Network. Once posted, LinkedIn allows you to showcase your work in your profile.
    • Huddle Workspaces: Huddle gives you private, secure online workspace packed with simple yet powerful project collaboration and sharing tools for working with your LinkedIn connections.

On top of just having a profile, LinkedIn also provides a number of community features that allow you to communicate and collaborate with other LinkedIn users, including:

    • Groups: LinkedIn Groups help you stay informed and keep in touch with people that share your interests. You can create your own LinkedIn groups or join any number of groups that focus on your area of interest or expertise. Participating in LinkedIn Groups by adding value to the discussion is a great way to expand your circle of influence.
    • Answers: LinkedIn Answers is a great way to share business knowledge and connect with like-minded colleagues. You can ask pressing questions and get fast, accurate answers from your network and other experts worldwide. In addition, you can showcase your knowledge, expertise, and interests by answering questions.
    • Company Pages: Company Pages are a powerful research tool that you can use to find companies to do business with or research competitors. In addition, you can create a Page for your company to showcase your expertise.

You can publish your company’s description, headquarters address and Website address. To further your company page’s value, you can post targeted jobs, recruitment videos, information about products and services and company images.

Traffic Generation Methods Using LinkedIn

In February 2014, LinkedIn opened up its publishing platform to the public and rolled out access to everyone in English speaking countries early this year. It was later rolled out to everybody on the platform. Because of this, it increased LinkedIn’s capability of spreading invaluable content and in turn, generating valuable traffic. In regards to that, here are just a few methods and tricks you can use to utilize LinkedIn as a traffic generation asset to your brand or your business.

Publish some content on the platform

Especially if you don’t have another outlet (like a blog) to perpetuate your personal messaging, you may consider publishing a few long-form pieces on LinkedIn. A job seeker might demonstrate expertise or leadership with a few posts about their experience or philosophy. A salesperson might generate leads by writing about the effectiveness of their product or service to solve problems.

If you’re having trouble getting started, LinkedIn has some topical suggestions. My advice: most bloggers (myself included) have the opportunity to fail a lot before publishing better-received pieces. If you have time, get some feedback on your content, edit (or even table it) before publishing it to LinkedIn.

Because our professional reputations are important, anything intended to demonstrate competence ought to communicate what you want it to. This communicates a level of expertise. An elaboration of your professional point of view, which plays a crucial role in authority.

Be judicious with your updates

LinkedIn is not Facebook, Twitter or Pinterest. The posting behaviors that are commonplace on these networks are unusual on LinkedIn. I rarely will see personal updates on LinkedIn (and they look really out of place) – and oftentimes people who post excessively are painfully obvious in my LinkedIn feed. The folks at Buffer suggest that the ideal number of LinkedIn posts per month would be about 20, with the rule of thumb to post as often as your content dictates.

They say that each post will reach about 20 percent of your network, which is pretty extraordinary compared to other social networking sites. This communicates a higher level of professionalism all around. By not spamming your network, it makes them more receptive to you when you have something to communicate.

Pay For It (Via Advertising)

Content marketing platform NewsCred ran some tests with LinkedIn Sponsored Updates and found they were able to generate $17 for every $1 they spend. LinkedIn Sponsored Updates are used in tandem with the updates you are already posting from your company page. You can choose to “amplify” a post that you want to reach more people and you can target users based on all kinds of demographic data (job title, industry, education, location, etc.).

The issue with paying for traffic, of course, is that the visits stop when the money runs out. Paying for traffic on LinkedIn can earn you followers as well as traffic, however. Interestingly, NewsCred found that the cost per name (CPN) — i.e. the cost per lead generated — decreased over time. That means that their content reaches more people for less money.

It happens because the content reaches more people, which generates more followers, comments, and likes, which increases organic reach. Even more interesting, NewsCred reports that 60-65% of the leads were “medium-high
or high quality” compared to just 20-30% on Google Adwords. Baller. Okay, so you can get traffic, leads, more organic reach, and the cost decreases over time that’s a pretty sweet deal.

Be warned, however, that it’s very easy to waste money on paid acquisition if you don’t know what you’re doing. I’ve heard horror stories of forgotten campaigns that run for months before someone realizes the mistake. The paid acquisition also requires rigorous testing and re-testing. If you want to make $17 for every $1 you spend, you better be ready to earn it.

You’ve got to have great content, interesting updates and strong calls to action. Don’t start paying for amplification until you’ve got all of this squared away. That said, if you’re trying to reach a B2B market, LinkedIn Sponsored Ads area a solid way to expand your reach and drive traffic to your website. For a deeper dive on Sponsored Ads, check out LinkedIn’s e-book Driving Quality Leads with Content.

What is LinkedIn Advertising All About?

What is LinkedIn?

LinkedIn Advertising is a business-oriented website founded in the year 2002 in the United States that has been built on the basis of how social media platforms work. In fact, LinkedIn is considered to be an “employment social networking service,” as it is mainly used for professional networking.

The key aspect that makes LinkedIn different from other social networking services is how it helps professional individuals and businesses to match on a single platform. Here, social interactions are based on the mutual benefit obtained by both parties having access to the single biggest online database of career based resources.

Most of LinkedIn’s revenues come from selling access to its professional user database to headhunters, recruiters, sales professionals, and large corporations. This is because people “advertise” their skills and availability for work on the platform when they create a LinkedIn account and add their professional bios and work experience to it.

Currently, LinkedIn rightfully boasts about having more than 433 million registered users on their platform, with over 300 million active users and 106 million of those in the United States alone. LinkedIn’s popularity is due to how easy the platform makes it for employers to place their Job Postings and for job seekers to post their resumes and professional bios, which results in real-world professional connections.

LinkedIn users are scattered among 200 countries all over the world, and the main languages spoken by LinkedIn users are English, Spanish, Chinese, Arabic, French, Dutch, Russian and Japanese.

The main types of professional connections that can be made on LinkedIn include:

  • Job seeking users finding work at a given company through a job posting;
  • Employers finding potential candidates for jobs through a job post or through a resume search;
  • Users can follow different companies and watch for any opportunities for new job openings;
  • Users can “Bookmark” job postings for which they would like to apply at a later date;
  • Users can see who has visited their profiles and prepare for potential job offers

What are LinkedIn Ads?

LinkedIn Ads is a way to market on the LinkedIn platform to a highly targeted audience made up of professionals that already know what is that they are after. LinkedIn Ads are a great way to reach a global audience by promoting your particular brand of service right on a professional context that has been calibrated for business since day 1!

It is very probable that you had not heard about LinkedIn ads up until this point, and we don’t really blame you for that, because LinkedIn is most commonly known as a social media platform for professionals, and it is often overlooked when it comes to advertising because marketers and planners do not see it as a consumer-centric place.

To put it simply, marketers and planners tend to think of it as only a business to the business platform with a smaller audience compared to what can be found by marketing on Google or Facebook, but bear with us, because we are about to blow out some facts and numbers for you to consider:

  • While it has a smaller audience when compared to Google or Facebook, consider that it is still has a 300 million people audience, and over 100 million of those people are from the US alone.
  • The targeting options are pretty narrow thanks to how LinkedIn works. It is ideal when you are looking to target people by job title, type of employer, role in the company where they work, employment status, skills, and interests.
  • Professional bios contain much more up to date information than what can be found on a Facebook profile. Remember that this is a platform designed exclusively for professional networking.

What types of Ads Does LinkedIn Offer you?

Much like any other online advertising platform, LinkedIn offers you a wide variety of ad types to promote your brand or content. However, these types of ads are tailored to deliver career-related material that can be of use to your intended audience, to build your brand awareness and to get more leads within LinkedIn.

The LinkedIn’ Campaign Manager is a platform where you will be able to deliver highly relevant, targeted messages to unique audiences by using: text ads and sponsored content.

Text Ads: Text ads have been designed to drive action on high-quality leads within any budget. They are easy to create and deliver, and will allow you to stay on budget because you will be able to choose whether to pay for clicks or impressions!

Sponsored Content Ads: This type of ads will allow you to promote your content to the largest online professional network and deliver it on any desktop or mobile device. Sponsored content ads are great when you are looking to engage more people with your updates, whether by telling them about an upcoming event or by sharing a piece of written content with them. Besides Text Ads and Sponsored Contents Ads, LinkedIn offers you other Advertising products, such as Sponsored InMail Ads, Dynamic Ads, and Display Ads.

 Sponsored InMail ads: One of the best ways to reach the kind of people that matter the most to you and your business is by getting to them right in their mail inboxes. “InMail Ads” will deliver your content to your targeted audience in their LinkedIn mail inboxes.

Dynamic ads: Deliver creative content through responsive display ads in the LinkedIn platform on any device. Dynamic ads will allow you to personalize your message and creative copy, to target the audiences that matter and to measure your performance!

Display ads: Display ads will allow you to deliver display ad campaigns on desktop devices for optimal placement and outreach. High viewability and engagement are given when you start delivering display ads on LinkedIn!