Promoting your company’s content on LinkedIn

Many businesses are now using a LinkedIn Company profile to build their brand online. Indeed, it was recently revealed that LinkedIn is the best generator of leads to a corporate website. (More here).

However, while many brands will have customised their Company Profile and uploading interesting and engaging content, chances are that few people on LinkedIn will see these updates. Also, attracting Followers may also be problematic.

So, in a similar way to Boosted and Targeted Posts on Facebook, it is now possible to promote your content to a wider audience in order to raise your visibility further and reach out to new B2B audiences on the site.

Known as Sponsored Updates, these are very easy to use. Simply upload content to your Company Profile as you would normally do. You then get the option of promoting this content to a target audience drawn from a selected demographic, using factors such as Location, Company and Group.

Payment is either via cost per click (CPC) or cost per 1,000 impressions (CPM). Like any form of CPD advertising, whether LinkedIn, Facebook or Google, the amount you pay is down to how competitive the marketplace is.

It is then a case of measuring the performance of these ads using LinkedIn anaytics, Google analytics and LinkedIn’s own campaign manager.

Do remember though that when running any form of advertising campaign to do the following:

  • Get your content right. You’re paying to sponsor an update so it needs to be interesting and engaging.
  • Choose the correct target audience
  • Ensure that you have a properly optimised landing page to direct people to
  • Test and measure the performance of the ads

Check out this excellent article on Social Media Examiner which goes into more detail about Sponsored Updates.


STOP PRESS: Video comes to Instagram

Instagram, the popular photo sharing social network which was recently bought by Facebook, is now introducing videos.

Unlike with Twitter’s Vine, where users can shoot 6 seconds of video, on Instagram, people will have up to 15 seconds as well as a number of customised filters which they can apply when posting.

These videos can then of course be shared on other social networks in the same way as you can with YouTube, Vimeo or Vine. Click here to read the Instagram blog.

What does this mean for businesses? As we say in the book, it has been estimated that by the end of 2015, over 86% of all content viewed online will be video.

Facebook realise this and want to capitalise on both the popularity of Instagram as well as compete with the runaway success of Vine. 6 or 15 seconds may not seem like a long time, but with increasingly short attention spans and good planning, these can be sufficient to convey your message.

We are now in a mobile, video age where both static and moving images are vital to any content marketing strategy. Already many creative industries are finding innovative ways to market themselves using video – well they now have another channel to do so.

At the same time, customer facing companies such as hotels, restaurants, shops, bars etc. could be encouraging and incorporating user generated images and videos on their channels to increase engagement and build their brands.

Think about your content marketing strategy and try to understand how your customers may wish to engage with you. Video, via whichever channel suits you best, may be a viable way to meet your business objectives.

Launch Party – The Business of Being Social

So… what a fun event our book launch turned out to be.

Everyone enjoyed the presentation we gave sharing insights into how we came about writing the book, the gap in the market we were aiming to fill – and the practicalities of writing of book, when you’re running your own business and have small children.  The presentation ‘The Making of The Business of Being Social‘ went down really well – (and everyone particularly liked our Bloopers video- lots of hearty laughter… thanks guys).

And the stage was set in the wonderful offices of Laytons Solicitors, 2 More London. The views, as you can see from the photo gallery – were absolutely spectacular. And the word ‘WOW’ was commonplace as guests arrived. Such a vantage point from which to enjoy canapes and wine and watch the sun going down over London’s panoramic skyline – and experience the changing light on Tower Bridge.

The Guardian’s Case Study – Plan, Listen, Analyse and Engage

I was drawn to the headline of an article – ‘How @Guardian reached 1M followers’.

The article shares insights from their Community Manager, Laura Oliver, into how the Guardian’s flagship Twitter account is managed and tips on community media management daily

It was comforting to hear that even this highly active and popular account is managed in the same way we advise our clients and delegates to manage their accounts.  Following our mantra – Plan, Listen, Analyse and Engage.

Planning is key – Laura advised that they plan in advance – both content and also the approach to how best to leverage the content, and also planning the audiences and communities they want to reach – prior to the story being pushed out.

Persona – figuring out your tone of voice and how you are going to ‘converse’ online is also key.  This determines the style of how your communicate, consistently.

Engagement – As Laura explains, it’s not just about pushing out news story after news story. Time is spent replying, asking questions and encouraging engagement. Think about your own conversations.  If someone was just spouting forth the whole time talking about what they do rather than asking you any questions, you’re likely to ‘switch off’ at some point.  Conversations aren’t about one person shouting the loudest.

Labour Intensive – It was refreshing to see that the @Guardian use a range of methods to share and converse. Sometimes scheduling activity via Hootsuite (we love Hootsuite too) – but also balancing things out with a non-automated approach. Being human.  Yes, being human on social is labour intensive – and that’s where, for many businesses, social falls down. Many organisations just want it to be as turnkey and quick and automated as possible – and therefore, spend time ‘broadcasting’ a lot – but not engaging very well.

It’s a great case study of how being social and generating real engagement actually happens.

You’ll find our practical insights and tips into engagement not only on Twitter, but also, Facebook, LinkedIn and YouTube and other social media sites in our book, The Business of Being Social. Available now via Amazon in both paperback and Kindle version. 




The Business of Being Social – Just how Social is business?

It’s always refreshing when you chance upon an article that really talks to you. Often, we feel compelled enough to ‘share it’.

In our book, whilst we share very practical guidance on how to set up and leverage the platforms – a theme running through the entire tome focuses on the strategic thinking and analysis required, the combined engagement of many different elements of a business – marketing, sales, customer service, senior leadership, finance, etc – it’s all encompassing.

Being a social business goes beyond simply having Facebook and Twitter profiles – it’s far deeper than that. It’s a strategic business decision to decide whether or not an organisation is going to ‘open up’ the brand/business/silos/operations to become a truly social business.  Transparent, open, eager to showcase what you’re doing, eager to engage, listen, learn from, and talk to your customers and partners.

This blog post via @socialmediopolis crystalises the point beautifully. Enjoy the post. We certainly did.

Why traditional media is still important

During out training courses with Business Training Made Simple, many delegates are under the impression that somehow tradition marketing is dead, to be replaced solely by social media.

However, this couldn’t be further from the truth and in fact, the two types of marketing could and should work very well each other. There are lots of examples of businesses using newspaper advertising to promote a Twitter account or Facebook Page, PR agencies work to promote hashtags around events while many small businesses include LIKE US ON FACEBOOK notices inside their premises.

And we have an example of this very close to home. Our book is now being promoted in a weekly column within the business pages of Metro newspaper on Tuesdays. Titled “Taylor’s titbits”, the article looks at one topic of social media which businesses can learn about. The first two have covered understanding what social networks can do for your organisation and creating proper social media guidelines for your staff.

Metro 300413

Plan, listen, analyse BEFORE you engage

The key theme of our book is based around the notion that anyone deciding to use social media for their business must Plan, Listen and Analyse BEFORE they engage.

Business plan

Time and time again in our training courses, we encounter businesses who have rushed into setting up social media channels without first figuring out what they will be using them for, who is going to manage them and who their audience will be.

As a result, a quick glance at the social media sites for the majority of brands reveals low engagement scores, a lack of decent content and ultimately, very little meaningful results for these businesses.

Social networks like Twitter, Facebook and LinkedIn have developed into highly sophisticated and targeted marketing channels which require considerable amounts of time and energy to make sure they are performing correctly.

This means that for the majority of organisations, you need to be allocating some form of marketing budget to ‘feed’ these channels.

Take a look at your own social media accounts. Do you know which of your strategic business objectives are being met by these channels and can you measure their performance? Chances are the answer to both of these questions is no, in which case you should consider creating some form of social media strategy.

You’ll find more insights, frameworks and practical advice via our book,

The Business of Being Social.