How to use LinkedIn effectively before investing in advertising!

How to use LinkedIn effectively before investing in advertising!

Why Employee LinkedIn Engagement Is Important to Your Business!

If your company has a LinkedIn company page, you’re probably not yet getting the most out of it. And that’s okay – your employees are probably trying to help, and they have other things on their plates too. Here are some things you can do about it.

Engage your employees in creating a LinkedIn Company Page that leverages their knowledge of your company and products. Give them the voice they want, beyond the elevator pitch. Help them understand what your company means to them, why it makes a difference, and how it’s relevant to their lives. Help them understand that they are more than just a name; they are a vital component of a complex web of connections and bonds that have significance both inside and outside of the workplace.

Start with this primer on building the Company Page that helps you engage all employees in promoting the ‘WHY” of the organization.

Employees on LinkedIn typically have ten times more first-degree connections than a corporate page does, according to LinkedIn. Furthermore, according to internal LinkedIn data, employees are 80% more likely to interact with posts from their coworkers than from non-coworkers.

Building a strategy to improve the number and quality of LinkedIn Company Page visitors can be accomplished by leveraging your employee’s personal LinkedIn profiles. As Digital Marketing Consultant Red Queen Serbia I have implemented several strategic communication tactics to maximize the opportunity for using individual profiles to promote our Client’s company’s LinkedIn Company Page, both through the education of employees in companies and through the specific optimization of the profile of company managers. One of the good examples from practice is the LinkedIn company profile as well as the profiles of the managers employed in the company CP Security CP Security group.

Traditionally, company pages on LinkedIn have been a place to put your job postings and maybe some professional advice columns. The marketing team selected the content, which was primarily taken from the company website. But now that anyone may add anything to their LinkedIn page, a whole new world of opportunities for B2B businesses has opened up.

This article is the result of a survey completed by several top companies on LinkedIn as well as my in-depth experience over the past ten years working mostly with B2B businesses. In it, there is some interesting fact about how employers can use Employee profiles to increase their company page visibility.

Here are some guidelines to assist you in integrating your employees into your LinkedIn corporate profile strategy.

1. SEO Optimization of your Employee’s Profile for Important Industry Keywords

The importance of keywords in any type of internet marketing cannot be overstated. And LinkedIn is the ultimate in professional marketing. Remember, your profile is visible to search engines, even if your privacy settings are high. Furthermore, other professionals will use keywords to find relevant people on LinkedIn. Therefore, having your profile SEO optimized will help you get found, both on LinkedIn and off. Keywords help people find your profile by searching on the Internet. You want to make sure you’re using the most important keywords relevant to both your industry and work experience that will help you land an interview with a potential B2B lead or client. On both professional and personal Linkedin profiles, there are several key positions on Linkedin profiles from where keywords are positioned for search that stand out.

2. Through LinkedIn recommendations, obtain social proof of your employees

LinkedIn recommendations are one of the best ways to obtain social evidence of your employees. Whether you have any former employees, ask them if they would be willing to speak highly of you or your colleague to other potential employers. Additionally, agree to share helpful recommendations amongst people with whom you currently work on comparable projects and best practices of your company.

3. Ask your employees or a colleague to publish valuable content that highlights the expertise of your business.

Depending on their position and the circumstance, your employees or a colleague should decide whether to post about your business or your personal expertise. For instance, a job applicant will highlight their own professional expertise. A corporate executive or thought leader can also discuss current market developments or industry trends. Most likely, salespeople will choose a combination of these possibilities.

4. Include important thought leaders in the page updates you or your employees make

Your Employee’s or Manager’s Page is almost like their personal brand associated with your company, through which you could share quality content with their followers. If the content shares are about relevant thought leaders in your industry and non-competing companies (e.g., not a direct competitor), you can use this tactic to get in front of their network and possibly reach a larger audience. Just make sure not to overdo it, as this can quickly be seen as spam. Think about what are some things that you or your colleagues can do to get those influencers to know about your content.

5. Create Company Page Content that includes Your Employees in It

In the past, it had been hard to include employees on your company page. The changes and a lot of new LinkedIn feature to the content feed have made this a lot easier. Here are some tips for using LinkedIn’s features to get your staff to contribute to your page’s content.

  • It’s important to involve your employees in LinkedIn Story posts. They may know a lot about your industry and can provide valuable insight into the future of your company — both from a business perspective, as well as from an employee perspective. Open the mobile app to build a LinkedIn story from your company page. The Stories feature is located at the top of the screen. Click on your company page to access Stories.
  • Do you want your employees to share their knowledge, experience, and expertise on LinkedIn? Encourage your employees to host a webinar, panel, or interview using the LinkedIn Events feature. This is a great way to connect with your target audience. If you use the LinkedIn Events feature for your company page, your employees can host webinars or panels about their work experience and industry expertise. At the end of the day, you need to leverage your employees to promote your company. That’s why it’s crucial to ensure that they understand how their presence on LinkedIn can benefit their company. Ask employees to host or co-host LinkedIn Company Page Events, then try to get them involved in the on-stage aspect of these events (rather than just posting). Online live events, in particular, are a great way to interact with your audience and market your company. While many companies choose to host webinars on Facebook or via Google Hangouts, with LinkedIn’s Live Event feature, you can go at it from another angle—by streaming video into your event. Events hosted by your team will help build your business’s brand and generate new leads.

A well-honed LinkedIn Company Page is a powerful marketing and sales tool. Large, global organizations have used an employee’s personal LinkedIn profile to create brand awareness and ultimately increase leads generated through their Company Page. That ultimately becomes part of their LinkedIn strategy.

People enjoy working with other people, and they are more interested in real people’s experiences in their work environment and projects than your mission and vision statement, which are already “a heard story”.

Instead of spending millions on advertising, you can submit your brand and content to profile-rich networks (like Linkedin) for free. By leveraging your employees’ personal profiles to increase the company page’s visibility, you reach a lot of potential clients without spending a dime. A well-constructed LinkedIn Company Page is more than just a clever advertisement. With more engagement and activity on your page, you will not only add value to your brand and strengthen your corporate image but also increase conversion rates while increasing buyer interactions with one another.

Advanced Doesn’t Mean Difficult, Sometimes It Just Means Wiser!

Advanced Doesn’t Mean Difficult, Sometimes It Just Means Wiser!

Do you remember the episode when Homer Simpson first read Advanced Marketing, then Beginning Marketing before ending with The New American Dictionary when he was searching for ideas about how he could increase revenue for Barney’s Bowlarama?

Like him, the expectations of the typical business owner in Serbia just beginning their journey with digital advertising are always too high. They imagine that the results they get from advertising will exceed the investment they put into it. But, as with other forms of marketing and communication, success is not just determined by money spent, but also by its correct use. Or even more important is that if you start developing a digital marketing strategy without clearly and really defined objectives, you will be disappointed in the results you get.

Most of the time, people do click on BOOST Post because it’s so simple to get started by selecting some basic goals like location and demographics and clicking on the boost post button that I like to refer to it as the “Homer Simpson” button. (At his factory work, he only has one button to push each day to complete his duties.)

Boosting a Facebook post is relatively easy and a no-brainer – you only need to have a Business Page on Facebook, Meta Business Suits access, and a native post on the Page. You’ll also need an ad account since boosted posts require a budget. In a sense, by simply promoting posts, you’re not optimizing and leveraging the full power of Facebook’s advertising system and eventually, you will lose money.

Of course, it is possible, but that is reserved after a certain period your product is presented online and from my experience, that’s the only right strategy for almost every kind of business. I think this advertising strategy is necessary for Brand presence and recognition.

Although the average advertiser is in a hurry to sell without a strategic approach to digital advertising, just as in traditional advertising, it is difficult to achieve long-term results.

There is a fundamental phase in your strategy you need to complete in order to establish your product or service as a true brand before you can begin with “advanced marketing.” You must set up a top-notch digital marketing strategy with a strong foundation in social media and the digital marketing platform.

The decreased organic reach on Facebook and Instagram has been evident for a while.

One strategy to combat this decreased organic reach is to pay to advertise.

In 2012, Facebook’s Ad Manager was still in its early stages, and most business owners found it complicated to use. Therefore, Facebook introduced an easier way to sponsor your content and reach more people – “Promoted Post.”

This feature helped you create an ad campaign directly from your page without going to Facebook’s ads platform. “Promote Post” was later changed to “Boost Post.” In a sense, by simply boosting posts, you’re not leveraging the full power of Facebook’s advertising system.

The Boosted Posts feature lets you boost your posts so that they show up in more people’s feeds and get more engagement. But what does that mean? Is it more sales? Leads? Customized ads or links?

The answer is: it depends on what you’re trying to do with your Facebook/Instagram post. The Boosted Posts feature is only optimized for engagement—it’ll get you likes, comments, and shares, but if you’re looking for more clicks or better conversion rates (like sales), Boosted Posts isn’t going to help you out.

Facebook/Instagram ads are an important part of your marketing strategy. To be successful, you need to know what you’re doing and how Facebook works. But what if you want to know exactly how your ad is performing?

Is it working? Is it the right message for this audience? Is it reaching the right people?

Facebook does an excellent job of encouraging small businesses to adopt “Boosting” even if they have never advertised before. From their point of view, they want to make more money from businesses that would not have been advertised otherwise.

Facebook advertising 101 teaches you how to boost posts, which makes advertising affordable and simple enough to reduce a lot of the anxiety associated with beginning to run some ads. After a given amount of time, if your digital plan already includes boosts in part, it’s time to fully commit to Facebook advertisements.

And Meta Business Suits offers around 20 types of ads – campaign objectives, from web traffic, and collection of leads to conversions and video views. Each of those objectives will change to whom Facebook shows your ads.

Facebook ads are a great way for small businesses to get their brand out there.

If you really want your ads to pop out of the fridge, make target audiences first!

Target marketing is a term used in marketing to convince you to purchase a product from that business. It describes the process of focusing on potential customers for your business 🙂 If you’re still creating messages that apply to everyone and distributing them to a large, unsegmented audience, you’re missing out on the most effective and perfect marketing tool the world has ever seen.

Target paid marketing demands 3 different process strategies that are essential if you’re working on segmented marketing.

1. Invest in Brand Awareness Advertising

  • Awareness is the first step in locating customers who are interested in your business. (through boost). No one can show interest in your business before they know it exists.
  • Although you can make educated guesses about who you believe will want your brand, doing so is very useless.
  • And a lot of the time, your guesses will be off.
  • A better approach is to invest time and money in brand awareness advertising initiatives.
  • You may leave awareness campaigns with a solid and trustworthy source for your target audiences if you invest a reasonable amount of time and money in them.

2. Install the Facebook Pixel on your website

  • Facebook will be able to track the traffic to your website and track visitors who have interacted with it.
  • Create Meta Business Suits. You must create one in order to build custom audiences, so you might as well do it now rather than waiting until you are asked to.

It’s really easy to create a Facebook custom audience in the Meta Business Suits

3. Start targeting Facebook ad audiences to make money

One of the most effective—and also one of the most expensive—methods for generating Facebook leads for your company is through Facebook/Instagram ad targeting.

We have three main types of Facebook audiences in Facebook advertising.

For the best return on investment, you should target the three categories of Facebook ad audiences listed below:

Why do you get adverts that are so precisely targeted that they seem to have read your mind?

There are alternative explanations, of course, but one of the most accurate is the answer – THE CUSTOM AND LOOKALIKE AUDIENCES.

A Custom Audience is precisely what it sounds like – A segmented audience that can be customized for ad targeting.

Because the people in these audiences are already familiar with your brand and products, custom audiences have warm, occasionally even hot traffic. What position in your funnel does a warm-to-hot audience occupy? Of course, where high-value conversions take place, is at the bottom.

Custom Audiences are one of the most precisely targeted marketing strategies, which is why eCommerce businesses that want to keep their brand in front of interested customers are using them more and more frequently.

Whatever Custom Audiences you choose to focus on, all Custom Audiences aim to reach people who have in some way already seen or connected with your brand.

If someone has already visited your website to look at your products, you might already be in the running for their ultimate buy choice.

Your potential of obtaining high-value conversions from more individuals increases when you target these populations, which is great for your return on investment (ROI).

You should target the Facebook audiences listed below for a high return on investment (ROI).

  • People who are interested in your product or service
  • People who have bought your product or service in the past
  • All website visitors
  • Your competitor audiences
  • People who visited specific webpages
  • Visitors by time spent

The Power of Lookalike Audiences

A successful marketing strategy requires a steady stream of new customers to find your company. It’s a fantastic idea to use Lookalike Audiences for that.

Here’s how it operates in the real world offline:

I think about Custom and Lookalike Audiences in the following way.

You make sales in your shop for a select group of friends who adore the cosmetics you offer. After the second gathering, your friends have already purchased what they require, but they continue to hang out with like-minded people who are unaware of you or your company but they are also interested in your product since a trusted friend told them about it.

Next year, not only your friends but also your friends’ friends, a similar audience, the so-called Lookalike Audience, will necessarily come to the autumn presales.

Although it may be tempting to try to reach as many individuals as you can when developing a Lookalike Audience, keep in mind that more focused, specialty groups, can produce the best results. Facebook suggests staying with groups of 1,000–50,000 members.

You can set up a Lookalike Audience size that ranges from 1% to 10%, of which 1% includes the 1% only of those people who most closely match your base audience.

Think of a Lookalike Audience like you’re trying to find your ideal customer – You don’t have to figure out why people like your product or service anymore as long as you know who already likes it.

I recommend Lookalike Audience frequently after creating at least a few good quality Custom Audiences campaigns. Especially if your brand developed a reliable customer base already.

But in the end, you will definitely need more interested people to find out and buy from you.

To create a Lookalike, your Custom Audience needs to have at least 100 people that bought your products already or engaged with your business or brand in some other way.

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