B2B Strategies for LinkedIn Marketing

LinkedIn Marketing has quickly gained center-stage as large numbers of businesses are realizing the value and potential that LinkedIn has to offer them. With a number of corporate and industry leaders, LinkedIn is gaining prominence as one of the world’s largest social networks. In such a scenario, hesitation to cash in on the opportunity can cost your business valuable leverage when it comes to online marketing.

Brand awareness through LinkedIn

One of the most popular ways LinkedIn is being used is to generate brand awareness. In order to do this, first you need to establish your presence through a company page. You can then use this as a promoting machine where you can market, re-market, target and re-target your brand identity to people across the globe. You can also engage your audience and make sure that they keep returning to your content. When this happens, you will see that the customers will begin to associate your brand with your niche. This is possible because LinkedIn provides highly relevant content to an audience that is interested in your brand.

Advertising

Another popular marketing technique used mostly by B2B businesses is advertising on LinkedIn. Although the market for advertising on LinkedIn is still in its evolutionary stage, a large number of B2B businesses are leveraging it for job titles, and other marketing initiatives. Advertising on LinkedIn has been proven to be highly effective as it allows you to narrow your targets based on where your potential prospects are likely to spend most of their time on LinkedIn.

Is RSS Still Significant?

With Google announcing the demise of Google Reader recently, a lot of talk is being generated about the move to shut it down. While several enthusiasts express emotions ranging from sadness to outrage over Google’s move. Others think that RSS never had a significant role to play online, and that it was about time Google shut it down. However, RSS is still continues to prevail despite all the turmoil surrounding the Google Reader. Some discussion over RSS as a standard continues.

Can Twitter replace RSS?

A vast majority of people are of the opinion that the micro-blogging platform ‘Twitter’ can act as an effective replacement to RSS. This is far from being true in my opinion, simply because Twitter is a web service, and it is not an open standard. RSS, when compared to Twitter, could be like a webpage where anybody could create and host their own personalized feed allowing anybody to read it. This is not possible in twitter as you do not have any control over your feed, and the service does not allow you to host your own custom feeds. In short, Twitter is a closed standard and as a result, it is an unlikely replacement for Google Reader.

Real-time versus time-shift

There is another major issue when it comes to replacing Google Reader with Twitter. While on the outside, both may seem to perform the same functions, they are quite different in reality. Twitter feeds are usually real-time as opposed to the time-shifted nature of RSS. It’s quite difficult  to follow every single tweet all day. Also, it is hard to access an old tweet using twitter. RSS on the other hand, can provide organized information for easy access, at any given point of time. So, replacing Google Reader with Twitter can be difficult. It is better to look for an open standard as a replacement for RSS, since it is the backbone of sharing information on the web.

Generating Leads Using LinkedIn

Social media is a significant part of our lives today. While Facebook and Twitter serve as excellent platforms to network with friends and share thoughts, LinkedIn is something that is completely different. It is a social platform where business gets carried out. People generally consider LinkedIn as a platform to look for prospective job opportunities. While this is true to a great extent, LinkedIn is not just about job searches. It is also an excellent platform to express your thoughts, leadership and expertise in your chosen field while also promoting your business to help in gaining leads.

While everything else in the platform is generally straight forward, the only area you may have to better understand is how your business can gain valuable leads through LinkedIn?

Research

One of the most important things you need to do when it comes to gaining leads though LinkedIn is researching to find prospective buyers. One idea is to use Google analytics or any other tool to find out who is visiting your website. By analyzing this data, you may be able to identify some prospective buyers. Once you have shortlisted the buyers, you can then approach the top executives through an InMail or even a call directly.

LinkedIn groups

A LinkedIn group is one of the best places to demonstrate your leadership thoughts and ideas and also to connect with the right people in different organizations. However joining a LinkedIn group is not enough, in order to make the most out of groups; you need to join only those groups with plenty of activity rather than large number of members. Also, make sure that you respond to the posts with valuable content instead of a pitch. Your goal in the group is to engage as many users as possible and convert them to followers and leads.

Benefits of Permission Email Marketing

Email marketing is an essential online marketing tool and is also the oldest online marketing tool available today. However, the image that email marketing has among consumers is not a healthy one. This is because of the extensive use of emails by a handful of marketers who send unsolicited mail to large groups of people. The rise of spammers indicates that email marketing has lost its touch and getting a tainted image with consumers. However, the reign of email marketing is not close to an end. Marketers today are making use of the guidelines set forth by officials and governments to market their messages in what is known as -Permission based email marketing.  Permission marketing is really your ability to market to an audience that appreciates your product or service. This audience sees the value and wants to have a conversation with your company.  This shift in marketing is what is called ‘pull marketing’.  The consumer is pulling/inviting you in. Push marketing (print media junk mail) is the traditional way of communicating, and is loosing ground every year.

Permission email marketing is legal

Permission email marketing is a legal way of spreading your marketing message. Marketers seek permission from prospects to send them marketing through email. If the prospect agrees (opt in) to the proposal, then these emails are considered as ethical and legal. Also, permission email marketing ensures that your emails are read and reach only those prospects that are interested in your products.

More interaction

One of the great benefits of permission based email marketing is the increased user interaction. It will not only boost the image of your company in the eyes of your consumers but ensures your messages are read. Your message will be targeted and received, only by those that are genuinely interested in your product. This can also mean increased sales and revenue for your business. If you are not collecting email addresses from your customers today start to do so and if you have not started an email campaign to gain addresses from prospects in your market or geographic area, you may want to start thinking about it?

 

 

 

Landing Page Optimization – The Importance of Testing for Businesses

Testing conversion funnels and optimizing landing pages are some of the most important aspects that businesses should continuously focus on, in order to make the most of their web traffic. Irrespective of your conversion goals, you must carefully study a number of key aspects, in order to get optimum results from your marketing channels.

Testing the conversion funnel

It is always very important to be fully aware of your audience. You must ensure that your consumers can easily follow your conversion funnel. Optimizing the conversion funnel can help you get more consumers to reach your conversion goals easily and effectively. There are different metrics that you need to look at, when it comes to your conversion funnel such as your micro and macro conversions, the click path, and so on. Each of these aspects can be optimized to suit your goals. This is important because, a rise in the rate of consumer conversion can improve your return on investment, at the beginning of your marketing funnel, using PPC (pay-per-click) ads, SEO, content marketing and other tools.

Optimizing landing pages

Once you have realigned your conversion funnel, it is a good idea to look at your landing pages. Landing pages are just as important as the conversion funnel. This is where your leads will reach, after entering the conversion funnel. If your landing pages are not working as you expect them to, you may lose potential qualified leads that land on these pages. The easiest way to test your landing pages is by using the metrics. Look for bounce rate in your analytics dashboard for all your landing pages. Ideally, your bounce rate should be around 20-35%, anything higher than 50% bounce rate is alarming. Start by working on the pages that have high bounce rates, and slowly move on to pages with lesser bounce rates. However, higher bounce rate need not always mean low performance. It is important to double check manually to see if the bounce rate is really causing problems.