LinkedIn is, arguably, the most important social media channel for B2B professionals. Originally started as a job search network, LinkedIn has evolved into a gathering place for a wide range of business professionals. Unlike other social media, LinkedIn content is heavily skewed toward the sharing of professional information, although more personal posts have been creeping in recently.
Still, super users suggest Continue reading “LinkedIn Best Practices”
Every once in a while, I’ll come across a post suggesting that social media is dead. With all of the recent buzz about Twitter—given Elon Musk’s takeover of the company and predictions of doom—I wondered if marketers’ usage of social media is declining. The short answer is no.
A longer answer is that while social media still makes up a significant part of most marketers’ communication efforts, how they use it and which channels they use have shifted. That is likely to continue. The effectiveness of marketing channels ebbs and flows; newer channels and newer entrants to the space tend to reap the benefits of early adoption, while laggards may never experience the same results. This means that marketers of all kinds—and especially content marketers—need to stay up-to-date on these shifts and continually evaluate their social media strategies to ensure they’re making optimal use of these platforms. In this column, I look at some insights from experts in the field about how their social media use is shifting and how they stay on top of new trends. Continue reading “The Role of Social Media in Your Marketing Efforts”
We’ve been managing our own, and client, LinkedIn profiles and company pages for several years now. I’ve always been a big LinkedIn fan and I’ve seen interest in using LinkedIn for business development grow significantly during the pandemic as opportunities to connect in person with clients and prospects has diminished, or disappeared in some cases. As we work with clients who are new to LinkedIn we tend to see a lot of the same issues that are hindering their ability to use this powerful business-to-business (B2B) social media channel most effectively. After working with a couple of new clients to help them develop and fine-tune their strategy, I thought I’d share some of the most common missteps I see and offer some advice for others who don’t feel they’re getting enough traction on LinkedIn (or other social channels—the same best practices apply there as well). Continue reading “This is Why LinkedIn Isn’t Working for You!”
I’m often asked by colleagues—and sometimes even competitors—where I find my clients. There are probably three primary channels that work best for me: referrals, speaking engagements, and LinkedIn.
Continue reading “Some Tips For Getting Traction on LinkedIn”
I’ve had a profile on LinkedIn for a number of years now. LinkedIn and Twitter are two of my favorite social media platforms. Most business people would agree with me that LinkedIn is a great tool for building a strong network and engaging with others. Most would likely not agree with me that Twitter can also be a great business-to-business (B2B) business-building tool. We have, though, definitely found that to be the case for ourselves and for our clients. (More on that another day.) Here we want to focus on LinkedIn. Continue reading “Best Practices for Business Building on LinkedIn”
