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Tips and Tricks for Linkedin Business

With over 270 million users and 3 million company pages in over 200 countries can your company or its employees afford not to be using LinkedIn in one way or another to enhance your companies marketing, sales pipeline or recruitment process?

LinkedIn by far holds the top spot of the “world’s largest professional social network” but I feel that it does much more than just networking. Once seen by many as nothing more than a great way to showcase your previous employment history, skills and educational background to your colleagues or potential employers it has now evolved into something quite unique.

 

 

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 8 Core LinkedIn Products:

LinkedIn Sales Solution

LinkedIn Premium Subscription

LinkedIn Groups

LinkedIn Job Seeker Premium

LinkedIn Job Posts

LinkedIn Marketing Solutions

LinkedIn Talent Solutions

 

LinkedIn for Business Development and Sales

From my own personal background of selling hundreds of thousands of euros worth of stock on a weekly basis mainly into Asian markets our company was introduced early to the benefits of using our LinkedIn profiles to reach out to current and potential clients. One of the main objectives for our business and our senior management team was to build a strong trusting relationship with these clients. As face to face meetings where not only expensive and time consuming we found LinkedIn was the ideal platform whereby we could communicate effectively our own personal background showcasing our expertise in our sector and in turn building trust not only with us as individuals but also in the range of products and services we offered as a company to our clients. With the emergence of LinkedIn Groups we found ourselves being exposed to more and more potential business partners and found it to be a great insight into the local market and trading conditions.

LinkedIn Fones4Life Radar Innvovations

Radar Innovations – Business Page

 

LinkedIn Profile

LinkedIn Profile

 

LinkedIn for Brand Awareness

In late 2012 LinkedIn launched a redesign of its company pages feature. This was a vast improvement on its previous version allowing companies to share relevant interesting articles, blog posts, videos, product or service announcements, industry news and special offers. The company page is also a useful tool to position your company as an authority on your specific business sector.

 

 

linkedin-talent-pipeline

LinkedIn for Recruitment

LinkedIn has also proven itself to aid recruiters in the task of talent acquisition. With LinkedIn Recruiter, Recruiters can now easily search and communicate with potential candidates for their open positions. The recommendations feature also allows the recruiter an additional insight into a particular prospects abilities and previous work experience.

 

Susan Graye, the Hewlett Packard, Global Staffing Strategic Initiative Manager from the Houston, Texas area says, “she has been part of the LinkedIn network for over three years.”

During that time, she has used the LinkedIn network in a number of different ways to find employees including: searching by employer (current/past), using InMail, purchasing advertising, and networking.
Graye indicates that she has filled jobs from sales to executive level roles using LinkedIn. She thinks LinkedIn, “is a great venue to build and develop long term strategic relationships. It allows us to proactively network and learn on a continual basis.”

Source: http://humanresources.about.com/od/recruiting/a/recruit_linked.htm

 

Gone are the days when recruiters when hiring had to pay to advertise a vacant role and await the CV’s to arrive in the letter tray or inbox. This puts the power into the recruiter’s hands and allows them to quickly seek out the people who have the listed qualifications and experience required for there open position.

 

linkedin-advertising

LinkedIn Advertising

LinkedIn as an advertising platform is something which is often overlooked but with over 270 million users and its reach to specific industries and sectors for anyone selling Business2Business advertising on LinkedIn should be considered as part of there marketing strategy.

Although advertising is expensive in comparison to Facebook and has a far less audience your advert is being targeted towards an engaged audience in your selected target market and can be refined by Location, Company, Job title, School, Skills, Group, gender and Age.

The effectiveness of your Advert can also be measured either with LinkedIn’s own You can track your progress in the LinkedIn ads platform home screen. This will show you a graph mapping your progress.

Pulse

LinkedIn Pulse

Paying a hefty price of $90 million LinkedIn needed this feature to get its users engaged and returning to its site for its content. The amount of time spent on the site prior to the addition of this feature would have been limited to a few short visits a week.  LinkedIn I am sure are hoping to claw back this price tag with better advertising revenues based on better engagement and return visitor numbers.

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Reasons for Cross platform digital advertising

Multi-platform media

In to-days world cross platform digital advertising is becoming more and more necessary as more consumers are using different devices to connect online. 10 years ago consumers used desktops to access the internet and to check email, today the average person has access to a range of devices from smartphones and tablets to smart televisions.

global_smartphone_sales

 

 

With smartphone sales expected to double from 1 billion units sold in 2012 to more than 2 billion units sold by 2015 and tablet expected to outstrip sales of desktop computers more consumers are accessing the internet on the go. With Android remaining the leading operating system the windows operating system is expected to decline by 4.3 percent as a result of the decline of traditional PC sales.

How Cross-Platform Media Consumption is Changing Marketing

A recent consumer study by Gartner conducted in Brazil, China, France, Germany, Italy, the U.K., the U.S. and Japan confirmed Gartner’s long-standing assumption that smaller is better when it comes to consumer tablets. The survey showed that the average screen sizes of the tablets in use across the countries ranged from 8.3 inches to 9.5 inches. Forty-seven percent of the 21,500 consumers surveyed owned a tablet that was 8 inches or less.

device_shipment

 

In a recent survey by resolve market research respondents were asked to think about how they used their tablet device on a weekly basis and what percentage of their time they spent using their tablet on these activities:

21%: Browsing the Internet

19%: Reading and sending e-mails

9%: creating, reading or modifying documents

9%: downloading and playing games

9%: Reading news articles or blogs

8%: Reading books or magazines

5%: Downloading or listing to music or podcasts

5%: Looking at saved/imported photos

5%: Watching movies

5%: Watching or uploading videos

4%: Watching TV shows

Using these figures the 85% of the consumer’s time spent using a table is susceptible to advertising. Since most tablets are used as a secondary device behind a notebook or desktop computer by professionals, companies should invest optimizing their sites for cross platform media.

The above information demonstrates the need for brands and marketers to ensure that their advertising strategies focus more heavily on these platforms by blending the use of online, Mobile, Social, Video and apps. But despite the emergence of responsive web design, which enables optimal viewing experiences across a wide range of devices some publishers are not supporting its use in online advertising. Where device ready websites are not available some advertisers are scaling down pre-existing adverts resulting in distorted images and illegible typography.

A study conducted by TiVo research and analytics, customer research company dunnhumbyUSA and Comcast Media 360 tracked a cross-platform consumer packaged goods campaign conducted in November and December 2012 that used television, online display ads and online video ads. It then compared ad impressions with purchase data to gauge the effect of cross-platform advertising.

The study found that 62% of those who saw a digital ad had little to no exposure to messaging delivered via television, indicating that ads on the various channels were reaching substantially different audiences. Still, almost four in 10 people in the study saw the ads on both television and a digital channel, making up a substantially large group.

Daisy Whitney’s New Media Minute | Cross-Platform Campaigns

 

 

Many Brands need know that they need to be developing campaigns that work across multiple devices, from desktop, or even the TV, down to smartphones. To support this, brands need adaptive media that enables them to reach consumers directly. This will only happen if more publishers invest in websites that satisfy consumers regardless of what devices they use to access them.

 

The cost of digital marketing, can you afford not to pay it?

It’s now gotten to the stage that if your business hasn’t got a digital presence online you are in big trouble or going to be soon. With more and more consumers browsing and shopping not just from their computers but also using their smart phones and tablets, not having an online presence or any e-business facilities could be a disaster for your company. Businesses are now facing a future where as every digital marketer knows the value of content couldn’t be greater but what does this all cost?
Time as the old saying goes is money and are the only 2 currencies that businesses can trade with when looking into growing there business. If you don’t have time, then you must have money. If you don’t have money, then you must invest your time.

Time-is-Money

 

Nothing matters, especially for small-business owners more than finding the budget to implement new marketing strategies and improve their business. Although there are many roadblocks business owner’s face, money seems to be the biggest concern of all of them. Some key factors that need to make sure they are present if you want social media to work for you:

1 A Solid Social Media Marketing Strategy
A business is tied to an objective and so should its social media efforts. What are you looking to gain from an online presence needs to be carefully considered? Is it product promotion, sales or increasing brand awareness? Who is your target market? What is your competition doing? These are all question that must be answered before anything else is done. You need to clearly define your goals and the overall objective that you and your business are trying to achieve through social media.

2 Ongoing operation
Sadly, far too many business-owners think that social media is a one-time thing and take a “if you build it they will come” attitude. This is the wrong attitude as you need the customer to want to visit your website and ideally turn that visit into a sale and having stale and old content won’t do either of those things. The truth is that social media is changing every single day and consumers are looking for constantly updated content. Just as important, Google’s web crawlers or Googlebots are constantly seeking new content and not updating a website will affect its PageRank score.

3 Using the appropriate tools

social

Below is a listing of the more popular social media platforms and each of these social media sites will require a unique strategy tailored for each platform and why getting the correct marketing strategy is so important.

Facebook
Twitter
Google+
LinkedIn
YouTube
Pinterest
Tumblr

(more…)

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