Optimize Your LinkedIn Company Profile for B2B Conversions

While LinkedIn only drives 14 percent of social media traffic compared to Facebook’s 54 percent, the professional social network has a higher conversion rate and is more linkedin1 emineo mediaeffective for B2B conversions.

With over 28 million unique monthly visitors, LinkedIn is the most business-focused social media platform for professionals. The LinkedIn statistics are incredible:

  • LinkedIn has the highest user engagement. Did you know that only 1 percent of LinkedIn users drive 26 percent of the site’s traffic? This means that the active community on LinkedIn is extremely involved and open to networking with professionals like you!
  • LinkedIn users want your solicitation. In real life, we hate the idea of cold calls and solicitors. However, LinkedIn users overwhelmingly state that they welcome business proposals online.
  • Your profile is viewed by people you don’t know. On social networking sites like Facebook, your friends and family are your main audience. On LinkedIn, however, coworkers only account for 25 percent of views. The other 75 percent is comprised of other professionals in the industry, recruiters, networkers, and much more!

Since LinkedIn fosters an atmosphere conducive for networking, professionals and brands should optimize their profiles for business-to-business conversions.

With an audience of 200 million users, LinkedIn is the social platform for brands to impress fellow businessmen.

How to Harness the Power of LinkedIn

The key to harnessing the power of LinkedIn is growing your visibility. Whether it’s your personal page or company page, visibility is what creates opportunities for networking. By optimizing certain elements of your LinkedIn presence, you’ll increase visibility while clearing the funnel for B2B conversions.

1. Go Visual

To keep up with the social media trends spearheaded by Facebook and Pinterest, LinkedIn has decided to become more visual. Like Facebook, it’s possible to incorporate a banner image for your company’s LinkedIn page as well as incorporate video.

LinkedIn_banners

Practice basic branding techniques by using your logo wherever possible and keeping the tone consistent with your brand.

2. Optimize the “About” Section

Most companies simply copy and paste the “About Us” section from their website onto their LinkedIn profile. However, this strategy is a mistake for those seeking to network on LinkedIn.

While the “About Us” on your site might be targeted towards a general audience, this section on your LinkedIn profile is aimed at the B2B market.

Unilever

3. Use LinkedIn Polls

Asking thought provoking questions about trending news in your industry distinguishes your brand as a thought-leader in the industry. Not only do you engage your current followers, you’re increasing your reach as the polls spreads across connections immediately.

If you’re a member of any groups on LinkedIn, begin discussions based on the results of the poll. This tactic is focused on widening reach and establishing thought-leadership.

Linkedin Poll

4. Share Links

Many brands like to share accomplishments, new products, and press releases on their social media sites. However, consider using LinkedIn as a platform for blog posts and articles that aren’t necessarily written by you.

Share Links

In other words, make your brand a hotspot for industry news, valuable information, and knowledge in your field. By positioning your brand as a source of information, you attract leaders and businesses in your niche that could later turn into B2B conversions.

5. Feature Your Employees

Again, featuring employees takes advantage of the visual element. People want to see the faces that are behind your brand.

Employees Linkedin Feature

Showcasing employees makes your brand more personable and allows visitors to check out their pages as well. Remember, potential B2B customers might be more likely to connect with the profile of an employee than the business itself.

6. Use the Careers Listing

Posting job openings on the company’s LinkedIn profile might seem unrelated to B2B conversions, but it helps increase visibility. Furthermore, keeping the careers listings updated lets visitors know that the page is regularly managed.

Career Listing LinkedIn

7. Create a Group

While most professionals and brands join groups for exposure, why not create your own? This truly establishes you as a thought-leader and as the group grows, so does your authority.

Instead of making the group self-promotional, add value to the discussion by focusing the group on industry news, best practices, new ideas, obstacles, and similar topics of interest.

The Economist Newspaper readers

The Advantage of Networking on LinkedIn

Networking on LinkedIn provides an advantage that other social media sites can’t match: its users are open to conducting business with you online. Aside from networking, LinkedIn users are also more likely to spend online. The average salary for LinkedIn users is $87,000, which towers above the average for other social networking platforms.

Because LinkedIn users are prepped and more likely to positively respond to your marketing efforts, the ROI is potentially greater and worth the investment.

Also remember that the analytics function on LinkedIn offers a unique feature specifically for businesses. Aside from the basics of monitoring traffic and various insights, you can compare your company’s performance to its competition.

By using this information, you can adjust your strategy to be competitive in the LinkedIn B2B marketplace

Source Ignitesocialmedia

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Video Blogging Can Work Wonders for Your Brand

Many people have a negative attitude towards video blogging. They understand it as a person talking directly at a camera and explaining a strong opinion. Yes, that is video video-blog emineo mediablogging—but not the only kind. Like a written blog, a video blog can be about anything and presented any way you choose.

A video blog is simply an online video documenting something that you want to communicate. It can be used to highlight the following…

  • An interview of the commercial director and/or employees giving information about the company.
  • A tour of business’ offices/plant/farm/lab explaining how things work.
  • Somebody reporting and offering opinions on contemporary news.
  • Reviews of a product, or demonstrations of company products.
  • Something funny, wacky and shareable.

So, what’s the point of blogging? Here are five ways a video blog can boost your brand.

1. Video blogs humanize your company and give your consumers a face to relate to your business. That means that your corporate identity is more approachable—and a more approachable business usually leads to more sales and results in increased consumer trust and brand awareness.

2. Video makes potentially boring content interesting. People are lazy; many choose to watch a video over reading a post just because it’s easier to do. By communicating with your target audience through speech and image rather than text, you are making it easier for them to engage with you.

3. Video blogging gives you the opportunity to engage and interact with your audience. Social media is a great tool for businesses to use to constantly remind consumers of your presence and get feedback from your clients.

4. A video blog demonstrates that your company is web-savvy. If the content is engaging and interesting you will always have people watching it. Remember, if you do it right, consumers will share it and promote your brand for you!

5. Video blogs show that your business is keeping up with technology. With the-ever improving internet connections, more people are watching videos online, whenever they want, and from wherever they want, such as their smartphones. Video blogging lets you stay in touch with technology and create something that is accessible to your audience whenever and wherever they want.

Remember: Your content does not have to center around your brand. It can be about anything you think is interesting or you think others will find interesting.
Still not sold on the fact that video blogging is great for your brand? The following stats may change your mind:

  • comScore report that in the US, 182 million internet users watched online video content for an average of 23.2 hours per viewer during just one month. That number is predicted to continue rising.
  • Marketers used video 81% more they used to and 52% of marketers report to using video with email marketing programs.
  • SEOMoz found that posts that contain videos are three times more likely to attract in-linking domains than a plain text post.
  • KISSmetric’s blog reported that folks who have viewed a product video are 64% to 85% more likely to purchase the product after watching.

Source MyDailyFix

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Content Marketing is the New Branding

Branding isn’t your company name.brands_montage_shadow_emineo media2

It’s not a tag line. It’s not a logo.

Branding is just another name for creating a perception.

When marketers ask, “How do we want to brand this product?” what they’re really asking is how they want their audience to think about that product once it comes to market.

A brand is a promise. It’s an expectation of an experience.

The company and tag line and logo and brand colors only exist to call that experience to mind.

Brands can meet that expectation, exceed that expectation … or in the worst cases, fall short of that expectation.

(By the way, the word product can easily be swapped for service, or blog, or newsletter, or any number of things marketers promote. The underlying concepts remain the same.)

Volvo’s name is synonymous with safety, which makes it the quintessential consumer example.

Cisco’s “Human Network” stands out among business-to-business brands.

Cisco makes products that make it possible for people to be connected, no matter how far apart they may be, geographically. ~ Forbes

The Red Cross is a bellwether among nonprofits, with a brand that literally means help is on the way in times of crisis.

The very essence of brands doesn’t lie within your brand colors or site design, even though those are important.

The essence of a brand lies within its meaning. And words have meaning. Words matter.

Volvo’s meaning wasn’t derived from its logo, or even its product design, but by the constant stream of product reviews that published the data on crash tests year-in and year-out.

The brand was built, over time, by third-party validation communicated through third-party content. What other people said about Volvo created the meaning of that brand. The advertising Volvo did just reinforced that meaning.

The rise of user-generated content

Google’s CEO, Eric Schmidt, is now famous for having said,

Every two days now we create as much information as we did from the dawn of civilization up until 2003.

As marketers, we try to convince customers and prospects to generate content about our brands. In other words, to talk about us. To create a Volvo-like experience where the meaning of our brand comes from how others perceive us.

How do we inspire people to generate content? To talk about us on Facebook and Twitter, to increase our audience?

Increasingly, we inspire our customers with brand experiences and by publishing our own content.

The uninitiated customer is no more inclined to mention a brand than talk to the shy person tucked quietly in the corner at a cocktail party. If we want our customers to engage us, or our products and services, we have to contribute to the conversation.

Content is currency

Today’s web is an endless 24/7 cycle fed by content and social actions. In this cycle, brands are realizing that content is currency … ~ Bryan Rhoads, global content strategy, Intel

Content is currency — something we trade for our audience’s attention.

That currency becomes more valuable every time it’s shared by someone other than ourselves.

Those shares might be validation. There might be debate. There might be disagreement.

It’s our job to create content worth sharing. How it’s shared isn’t up to us.

If you take a look at this infographic, created by PRWeb, you’ll see an array of content marketing options — each with its own balance of difficulty and value.

Source Copyblogger

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