LinkedIn Marketing

  • 21 Common Questions About Social Media Marketing Answered

    Here at Marketing Zen, we often get questions from businesses about online marketing, and we do our utmost to answer every one. But it occurred to us recently that it might be helpful for us to put together a little blog series answering some of the most common questions we get related to web marketing. Today’s installment? The 21 most common social media marketing questions we receive, answered just for you! 1. Can social media marketing really help my business? Most definitely! It’s been proven again and again by business after business. In fact, 73% of businesses surveyed by Constant Contact in 2011 had already started using social media marketing with measurable results.  Not utilizing social media marketing can actually harm your business, since having an online presence on social media is simply expected of any reputable firm these days. 2. What are the benefits of social media marketing for my company? Whether your business is taking advantage of it or not, social media has forever changed the way that consumers communicate with businesses, and vice versa. Being accessible to your customers – and your prospective clients – via social media is a vital means of developing relationships with them…

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  • Understanding the Basics of Paid Advertising Online

    We know, we know! Paid advertising brings up a lot of questions. Why pay for something when you can use so many other digital marketing techniques to drive traffic to your website and reach your audience? And does paying for ads mean that all those blog posts, regular social media posts, and search marketing strategies aren’t worthwhile? Not at all. Here’s the deal: paid advertising on Instagram, Facebook, Pinterest and other platforms is definitely not meant to replace all those other marketing techniques. Instead, think of it as an extremely helpful supplement to them – a way to boost the number of people who see them, and make sure those people are the specific ones you’re trying to target.   By no means do we want you to stop producing killer content for your blog or pull back from any social media or search strategies that you already have in place! In fact, we want to show you how paid advertising can enhance the techniques that you’re already actively utilizing and help you get the most out of your overall marketing strategy. With the average reach of Facebook posts hovering around just 2.6% of your active followers, marketers need to…

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  • The Complete B2B LinkedIn Marketing Guide

    When it comes to B2B marketing, it’s all about expertise. You want to demonstrate to your target audience that your company is the leader in your field, the go-to resource for industry wisdom and experience – in a word, the expert. And sure, you can accomplish this through strategic marketing of the company itself – but positioning your business as an expert is a lot easier when you can point to the expertise of each of your employees as individuals, as well. What it boils down to is this: Your company’s employees each need personal brands. The combined strength of each of their brands will augment your company’s brand and cement your position as the leader much more quickly than simply marketing the company alone. The key is to let the company brand flavor each individual’s personal brand, so that they integrate harmoniously. Shama talks a lot about the importance of a personal brand – and luckily, it doesn’t have to be complicated to create one. In fact, you and your team probably already have the beginnings of one in place: your LinkedIn profiles. But for the purposes of creating personal brands and marketing your B2B business, you’ll need to…

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  • Secrets of B2B Social Media Marketing

    Across the world of B2B commerce, the popularity of social media marketing has spread like wildfire. A report published by Content Marketing Institute shows that B2B marketers have started incorporating social media as an essential aspect for initiating interaction with new business accounts. LinkedIn, being a social media platform for professionals, topped the charts with a massive 90% of B2B marketing professionals distributing content on their website. Even though B2B marketing goals and objectives are consistent every year, it’s the buyer’s expectations from marketing programs that are changing. The increasing influence of consumerism on the B2B buyer is also contributing to the shifting attitude towards communications and marketing campaigns as business buyers. So with the changing expectations of the buyers, marketing requires a certain finesse which means that simply maintaining a presence on social media is not enough anymore. If raising awareness and increasing brand impression through social media is the main objective, then planning a content strategy is absolutely crucial to the strategy’s success. Here are a few social media aspects to keep in mind when planning out a B2B social media strategy: Brand Penetration Most B2B social media campaigns put their primary focus on increasing the number of…

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  • MZ Weekly News Round-Up: Twitter Breaks Records and Chromecast Gets an Update

    SEO:You’ve probably noticed that when you “delete” a campaign in Google AdWords, it isn’t truly deleted. It is not currently possible to delete a campaign from an account because the data remains in a user’s history forever. In a semantic response to this observation, Google will be replacing the word “delete” with “replace” in a forthcoming update. The company hopes that this change will help advertisers understand that removed objects will always remain available for future reference. People living in the European Union, which just passed the “Right to be Forgotten” act, are finding that when they ask Google to “forget”l inks that involve their names, the search engine is forgetting more than what they bargained for. Google is also removing links for any search that involves names combined with additional words. For examples, if there’s someone named John Smith in Spain who asks for links with his name to be forgotten, searches for his name won’t appear, and searches for “John Smith Barcelona” or “John Smith investment banker” also will ignore him. Social Media: Whether you’re celebrating or mourning Brazil’s loss in the World Cup this week, chances are that you either read or wrote something on Twitter about…

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  • MZ Weekly News Round-Up: Shaq on LinkedIn and Siri on Apple TV

    SEO: Google launched nine new features for their Keyword Planner Tool, which will now help to break down important information in aesthetically-pleasing ways. These new features include graphical visualizations for geographic data, trends on mobile vs. traditional devices, and more.  Google has made these new features immediately available for its users who have AdWords accounts. In a more commercially popular update, Google also launched a new feature for the Street View images in Google Maps. For some of the Street View images, a clock icon will be visible, and if it is clicked, a slider will appear which allows users to see those same images in previous years or seasons, going back as early as 2007. One suggested use for this feature is for travelers to see what a particular destination may look like during different seasons. Social Media: The numbers are in: mobile ads accounted for 59% of Facebook’s advertising revenue in the first quarter of 2014. This is up from 30% in 2013. As users of the social media platform continue to ditch their desktop computers in favor of mobile devices, profits for Facebook are on the rise. In the first quarter of this year, the company reported…

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  • Why Your Content Isn’t Good Enough

    We’re sorry to be the ones to have to tell you the cold, hard, unvarnished truth, but truth it is: your content just isn’t good enough. You may be writing your heart out every single day. You may have found your brand’s ideal voice – whether it’s witty, professional, warm, sarcastic, or something else entirely. You may be researching topics late into the night, and then spending hours crafting the perfect headlines to grab people’s attention. Heck, you may even have taken a course or two on how to write blogs, learning all the nitty-gritty about how to structure your sentences to make them more effective. But even after all that, we’re here to tell you. Your content still isn’t good enough. Why’s that, you may ask? Well, let’s take a step back for a moment. What’s the purpose of content? Of course, everyone knows the answer to that, right? To inform, to help, to build trust and credibility and authority, to convert….right? Nope. The main purpose of content is to be read. OK, now you’re rolling your eyes, but it’s true, isn’t it? If your content is never read, it’ll never have a chance to inform, or build authority,…

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  • 7 Ways to Make Your LinkedIn Profile Stand Out

    So you want to make use of your LinkedIn profile as a part of your company’s overall social media marketing strategy. That’s great! Giving potential clients a glimpse at the real people behind the business helps them to feel a more personal connection with your company. But if all you do is fill out your LinkedIn profile like a bare-bones, text-only, generic online resume, it won’t have the effect you’re looking for. To make full use of this social media channel for marketing purposes, you need to stand out from the crowd, and make your profile something special – or it can actually have the opposite effect, and seem almost de-humanizing! To make sure your LinkedIn profile serves the purpose you intend, here are 7 ways you can stand out from the crowd. 1. Rock your headline. You know that little “professional headline” that shows up right beneath your name? The one where people usually put their job title? Well, why not shake things up a bit, and try a different approach? Instead of your job title, enter a brief description of who you are, who you help, and how you help them.  Think elevator speech here – you know,…

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  • Your Ultimate Guide to B2B Internet Marketing Part 1: The Top 3 Social Media Sites for B2B Marketing

    Welcome to our five part series on B2B internet marketing! Over the course of our next five blog posts, we’ll be discussing how you can promote your business to other businesses via the five channels of online marketing: social media, digital public relations, content, search engine optimization, and email marketing. Today we’ll be beginning with…(Drum roll, please!)… social media marketing! At first glance, it can seem counterintuitive to use social media as a platform for B2B marketing. People hang out on Facebook and Pinterest for fun, not to look for solutions to their business problems. But while that’s usually true, most social media channels do have a very robust business side – you just have to know how to take advantage of it! The following platforms are your best bets for social media B2B marketing: 1. Google+: Here’s the thing. People buy from people, whether we’re talking B2B or B2C. So in order to show other businesspeople that there is a real person behind your business, too, you need to have a personal presence on Google+. Add a humanizing photo, fill out your profile as completely as possible, and be active in the Google+ online community, sharing content and interacting…

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  • Pink is the New Black, and LinkedIn’s Sponsored Updates are the New Facebook Ads

    You know how LinkedIn has always been totally awesome for networking? For reaching out to others in your industry, giving and receiving advice, and putting your best foot forward in your profile? Well, now it’s just as awesome for targeted advertising. Seriously. And in some marketing situations, it may even be more awesome than using Facebook ads. Here’s the thing. When people get on Facebook, they’re there for fun. They want to catch up with their friends, upload a few pictures, have a few laughs. They’ll interact with business pages if the posts there strike them as interesting or funny, or if there’s a really good deal on offer. And they’ll click on those targeted ads if they really resonate with them. But that’s not the primary reason they’re on Facebook. When people log on to LinkedIn, however, it’s all about business. They are there as businesspeople, interacting with other businesspeople, for the purpose of expanding their businesses. Every single thing they do on LinkedIn is done with their business in mind, whether it’s discussing a hot topic in a Group or posting an update to their connections. So it makes sense that aiming targeted ads at people on LinkedIn…

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  • 6 Ways To Gain Credibility as an Industry Thought Leader

    Let’s say you’re looking for a real estate agent to help you sell your house. You find one agent’s website with all the standard stuff – a generic welcome, a bio page, listings… But then you discover a realtor webpage that’s obviously different. It grabs you from the very first page with important information that’s extremely useful for someone looking to sell their house. Free downloads are available, with tips on how best to stage your home when potential buyers come calling. There’s a daily blog discussing the real estate market in depth, and how you can take advantage of – or work around – current trends. Later that day, as you’re browsing through some real estate groups on LinkedIn, you see that same realtor taking part in discussions, and answering people’s questions – not in a sales-y way, but just to help them out, no strings attached.   Which of these two realtors would you choose to sell your house? Of course, you’d choose the second one! And that is the power of becoming an industry thought leader. So how can you apply this real estate scenario to your own business? Just follow these six steps to establish yourself…

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  • 5 Tips for Using YouTube Analytics to Get the Biggest Bang Out of Your Marketing Video

    So you made a YouTube video as part of your online marketing strategy. And it’s perfect! It’s a well thought-out, professionally-produced piece that does everything it’s supposed to – drive traffic to your site, increase sales, position you as an expert… Or does it? How can you tell if your video really is having the impact you intend? Once you get that video posted, and you’ve shared it with the world, you’d think that you’d be done, right? That you could just sit back and wait for the kudos to roll in. Well, not so fast, there, buddy! You’ve only completed step one. Step two is to track your video’s performance, so that you can use that information to tweak your current video, or to improve on it by making a new one. So how do you track your video’s results? And what do you do with that information once you’ve got it? Here’s your guide to using YouTube Analytics to get the biggest bang out of your video. 1. Track your video’s views. The very first thing you should take a look at is the number of views your video has gotten. That total will give you a good…

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