LinkedIn Tips You Can Use

LinkedIn Tips You Can UseRecently, I took part in an informative work session on using LinkedIn, led by Glen McDermott of Red Rock Branding. Afterward, I realized we haven’t touched on LinkedIn tips on this blog. So, here are some of our favorite LinkedIn tips you can (hopefully) use.

Complete your professional profile

Complete the summary section in a conversational voice that highlights what makes you unique. While writing your LinkedIn profile, think about the keywords people might choose when searching for someone like you. Liberally sprinkle in those straightforward search terms in all sections – especially your headline and summary. In general, filling out all possible information areas will increase your profile’s visibility.

Connect. Connect. Connect

Make an effort to get at least 500 LinkedIn connections. The 500+ connections notation in your profile makes a positive first impression with those who view your profile. Pay no attention to LinkedIn’s advice to only accept connection requests from people you know. The more the merrier. Why not get your name and your brand in front of as many people as possible? LinkedIn’s search algorithm favors those in your network. So, when people are looking for what you offer, their search results are displayed with 1st level connections first, then 2nd level connections and so on.

Join LinkedIn Groups

LinkedIn groups let you share your expertise and engage with potential customers. After a while, share unique and original content from your company blog to prompt engagement and drive prospects to your website. Join groups that are highly active and have a sizable membership. Groups also have other benefits. Did you know that if you’re a member of the same group as another user, you don’t need to be a first-degree connection in order to invite them to join your network? Group members also can view the profiles of all group members

Groups also have other important benefits. Did you know that if you’re a member of the same group as another user, you don’t need to be a first-degree connection in order to invite them to join your network? Group members also can view the profiles of all group members without being connected.

LinkedIn tips recommendations

Get recommendations

Word of mouth is everything. Ask those you’ve worked with and those who have worked for you for recommendations. Get real testimonials, not those vanity endorsements that take just one click.

Make sure you don’t share profile edits

When you’re editing or updating your LinkedIn page, go to your privacy controls and turn off sharing profile updates.

  • Click the “Me” icon at the top of your LinkedIn homepage
  • Under ACCOUNT, click “Settings & Privacy”
  • Click on the “Privacy” tab in the center of the top of the page
  • Look for “Sharing Profile Edits” (4th down on the list) and make sure “No” is selected

Then change the setting for “select who can see your activity feed” to “only you.” If you don’t take these two steps whenever you’re updating your LinkedIn profile your contacts will be alerted to every little change, which gets annoying real fast.

Customize your public profile URL

Make your LinkedIn profile easier to share by claiming your custom LinkedIn URL. It looks a lot better and is easier to share than a URL with a bunch of numbers at the end. Step-by-step instructions for customizing your LinkedIn URL are here.

Export your connections

LinkedIn lets you easily export your connections, preferably using a browser other than Internet Explorer. To export your connections:

  • Go to https://www.linkedin.com/people/export-settings
  • From the drop down, select .csv (good for Gmail, Yahoo, Outlook, etc.) or VCF (Mac OS)
  • Click on the export button
  • Complete the security verification
  • The saved file contains fields for first name, last name and email address

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Playboy Returns to Bare Basics

Playboy returns to branding basics

Playboy, a classic example of a brand that strayed from what made them a household name, has brought nudity back to the magazine.

Playboy covers up

Playboy dropped nude photos with the February 2016 issue at the urging of their sales department and media buyers. The ill-advised goal was to attract more mainstream advertisers and a younger demographic.

Playboy’s circulation had dropped from its peak 5.6 million in the 1970s to below 700,000 before the change. When sales departments or media buyers are allowed to dictate a brand’s direction, it’s often the first step toward oblivion. Not surprisingly, when nudity was removed from the magazine the circulation never did rebound.

“I’ll be the first to admit that the way in which the magazine portrayed nudity was dated, but removing it entirely was a mistake,” said Cooper Hefner, the magazine’s chief creative officer and son of founder Hugh Hefner.

The experts agree. University of Mississippi journalism professor Samir Husni told the Associated Press he thinks Playboy’s ban on nudity probably alienated more readers than it attracted.

What were they thinking?

So what made Playboy think this the way to go?  While they did research the marketplace, Playboy brass reached the wrong conclusion. Playboy Enterprises CEO Scott Flanders said, “The political and sexual climate of 1953, the year Hugh Hefner introduced Playboy to the world, bears almost no resemblance to today.”

Cooper Hefner disagreed with company management’s conclusion, telling Business Insider: “When you have a company and the founder is responsible for kick-starting the sexual revolution and then you pluck out that aspect of the company’s DNA by removing the nudity, it makes a lot of people, including me, sit up and say: ‘What the hell is the company doing?’”

BuzzFeed culture writer Anne Helen Petersen explained Playboy in its prime was a “lifestyle bible”. Without nudity, Playboy became, “a caricature of itself.”

Consistent branding is important, but staying true to the true character of a company is key to continued success. When you move too far away from the core elements that define your brand, you’re messing with the primary driver of consumer loyalty and repeat business.

Those who don’t learn from history…

Coca-Cola is a perfect example of a well-established brand that fixed something that wasn’t broke. Coke tasted just fine to the billions around the world who loved it. But after some months of decreasing sales, they decided to veer away from their core formula that made them successful. They created “New Coke,” a monumental disaster of a product that didn’t even three months.

No one ever claimed Coca-Cola didn’t do the market research.  The blame for New Coke belongs entirely to the market research team that conducted over 200,000 taste tests to confirm that subjects preferred New Coke over both Classic Coke and Pepsi.

As Coca-Cola discovered later, taste preference wasn’t the only factor in consumer’s purchasing decisions. Consumers base their purchasing decisions on habit, nostalgia, and loyalty as well. The researchers also neglected to make sure subjects understood that by choosing New Coke, they would be killing off old Coke. If consumers had known this, it could have drastically altered their responses.

Continuing to do what established the brand is key to maintaining its success. But, in a competitive marketplace, you have to find ways to continuously improve and freshen it. Adding new elements helps ensure your customer base doesn’t take it for granted.

In its effort to go more mainstream, that’s the marketing mistake Playboy made. Nudity defined Playboy. Take it away and what’s left of the brand?

“I didn’t agree with the decision, explained Cooper Hefner. “I felt as though millennials and Gen-Y didn’t view nudity as the issue. The issue was the way in which nudity and the girls were portrayed.”

Playboy’s new (old) direction

In an attempt to recapture Playboy’s brand and core audience, Cooper Hefner’s business strategy is aiming to own a very specific space his father created — a cool mix of politics, sex, and anti-establishment attitude.

Whether bringing back nudity will bring former Playboy readers back to the magazine remains to be seen. But, that may not be enough for Playboy to succeed.

“The people who grew up with Playboy magazine are starting to fade away,” Husni said, “so they will have to figure out what the millennial generation wants in the 21st century if they are going to survive.”

The moral of the story is don’t stop doing what got your brand its customer base in the first place. Just keep improving the user experience.

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LinkedIn Pulse for Beginners

 LinkedIn Pulse for Beginners

Over the last few years, LinkedIn Pulse has become one of the top content destinations for B2B marketers. Some experts feel Pulse is among the best sources of authoritative content on the web and a great distribution platform to help with your digital marketing.

LinkedIn Pulse started out as an exclusive platform where a handful of influencers posted content. LinkedIn opened up the Pulse platform a few years ago and now any LinkedIn member can post articles on any subject they wish.

A Content Marketing Institute report says 94% of B2B marketers distribute content regularly on LinkedIn. There are now over 3 million long form posts on LinkedIn with 130,000 long-form posts generated each week.

While LinkedIn Pulse is an effective way to extend the reach of your blog content far beyond your current blog audience, what works best on Pulse can be very different from the best practices for blogs and social media platforms.

Size matters

Let’s take the length of your LinkedIn Pulse posts as an example. In the age of the 8-second attention span, believe it or not, on LinkedIn Pulse longer posts are more effective than the 400-600 word variety.

Research says the most-read/linked/shared blog posts have an optimal length of 1,600 words. Posts receiving the most views, likes, comments, and shares average between 2,000–2,500 words. This doesn’t mean you have to compose a 2,500-word post to publish on LinkedIn Pulse. It just means size does matter and longer posts work better.

Choose the right topics

The methods for optimizing content differ in each platform. The topics you choose to write about on LinkedIn Pulse need a unique a new point-of-view to increase the chance they’ll be shared.

Design matters

If you’re out to grow your following or drive traffic to a landing page or website, your LinkedIn Pulse content has to include compelling images. While the header image is the most important, eye-catching images within the body copy help keep readers engaged and reading further.

Call to Action

What do you add that will make your audience want to engage? On LinkedIn Pulse, your best bet is to use a link and an “ask” to close your article. Providing your credentials in your footer is a standard practice among LinkedIn Influencers. Providing links to personal accounts and other relevant articles help people engaged who want to hear more from you while keeping your brand top-of-mind.

Posting on LinkedIn Pulse

Publishing your content on the LinkedIn Pulse platform instantly shares it with your connections.  Don’t forget to tag your posts with keywords. That makes it more likely a LinkedIn user searching on the site will find your post.

Publishing your article is only step one

To maximize your reach you also must promote it in the right places at the right time. Have a plan for where and with what audience(s) you’re going to share your content. It’s also a good practice to try to gain immediate traction through relevant LinkedIn Groups

Promote LinkedIn Pulse content elsewhere

Plan on sharing and promoting your LinkedIn Pulse content on other social networks. Epictions conducted a study that found 1 out of 4 (24%) of social shares, likes and comments for LinkedIn Pulse content occurred outside LinkedIn. Digging a bit deeper, 1 in 5 shares came from other social networks and nearly half of all the likes and comments received came from outside LinkedIn.

LinkedIn Pulse Social Engagement chart

To republish, or not to republish on LinkedIn Pulse

Can you safely republish an entire blog post on Pulse? According to Yoast’s Guy Andefors, “If you post your own blog post first, make sure that it’s indexed in Google. Then post it on Pulse with a link underneath the posting, ‘This post originally appeared on…’ linking back to your blog post.”

If you still have questions about getting started with LinkedIn Pulse, feel free to contact me.

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Website Redesign Guide

website redesign guideThe single most important factor in a successful website redesign is a thorough planning process. The time you put into planning will save you a great deal of time and effort later.

Here’s a guide taking you through all the key elements of the website redesign planning process:

Review Your Current Website

Take a long hard look at your site and figure out what you like, what you don’t like and what’s missing. Put together a list of the things you’re happy with. Keeping what you like about your website gives you more time to work on improving what you don’t like.  Write up a list of everything you don’t like about your current website too.

Missing Content

Now figure out what your website is missing. Feel free to look at your competition to help jar your memory and help make the content in your new website more comprehensive. Make a detailed list so you can include everything in your website redesign.

Original Content

To attract new and reoccurring visitors, original, useful content is key. Give some thought to how you can to better incorporate original content into your new website. A company blog is a good place to start, but consider social media, “how-to” eBooks and/or video.

Identify Reasons for the Redesign

Identifying the major areas the website redesign will help you focus on what’s most important and how you want to improve it.  Justify your key reasons with web metrics and customer input. This is especially important if you need to convince someone to green light the funding for the website redesign.

Identify Your Goals

Make sure you identify specific website goals that are measurable, reasonable and attainable.

Protect your assets

Your current website has built up valuable assets over time. Losing them during your website redesign will hamper your marketing efforts.  Make sure you have a good handle on:

  • Your most frequently viewed/shared content
  • Website pages drawing the most traffic
  • Best performing keywords you rank for and which pages they appear on
  • How many inbound links each individual page has

Note your current website metrics

Figure out which metrics you want to track and compare pre and post-redesign. Take a good look at your current website’s performance history to help you set benchmarks. Some metrics you should consider tracking are: number of visits, page visits, time spent on site, bounce rate, the number of leads/form submissions. If applicable, you might want to include online sales and the cart abandonment rate as well.

Identify your unique value proposition

Visitors to your website may not have a good handle on who you are and what you do. You immediately need to provide enough info for them to figure out if what you do is right for them, why they should stay on your website and consider doing business with you instead of moving on to your competition’s website.

A unique value proposition explains what benefit you provide and how you do it uniquely well. It describes your target buyer, the problem you solve, and why you’re distinctly better than the alternatives.

Design around buyer personas

A buyer persona sounds complicated, but it’s just a composite sketch of a key segment of your audience you create using a mix of real customer data and some educated guesses. It helps you get a good handle on who the person is, what they value, and how best to speak to them.

Your business may have one primary buyer persona or many different personas. There’s no magic number. The best example of buyer personas we came across was hotels looking to bring in new business. They might target five buyer personas: independent business travelers, corporate travel managers, event planners, vacationing families, and a couple planning their wedding reception.

Define functional requirements

Start out by making a wish-list of every feature you’ve come across that you’d like to include in your website redesign. Then, whittle the list down to just things that will help you meet/exceed the needs of your website visitors while helping you achieve your website goals.

Put together a site map

A visual site map is a very helpful tool when planning your website redesign. It doesn’t matter how simple or complex the site will be. A site map helps organize your site content.  Start by identifying all of the main sections that you want on your new site. Post-It notes are great for helping you think through this process. Just jot the name of each web page on a separate Post-It note, then you can easily move pages around in different categories and sequences.

Optimize your website for search

You can build the best website redesign ever, but if no one visits your site it’s all for naught. Search engine optimization (SEO) is the process of optimizing your pages with the keyword phrases people are likely to search for. For every page, pick one to two keywords that the page will focus on. This increases your website’s visibility in organic (free) search results. SEO is an important step to improve your search rankings for your keyword phrases bringing more visitors to your website.

Know your website strengths

Document your most popular web pages.  Figure out which pages have the most traffic, the greatest number of inbound links and the best keywords rankings. You’ll want to make sure you keep what works as your website redesign takes shape.

Identify calls-to-action

A “call-to-action” is the element on your webpages that drive visitors to take an action, whether it’s signing up for:

  • Your email list or newsletter
  • An eBook or whitepaper download
  • Contest or promotions
  • Contacting your business for a demo or free consult
  • Making a purchase.

Your website should prompt visitors to further engage them with your brand. When you’re planning your website redesign, think about all the potential opportunities for conversion.  The “design” of your website is important, but make sure you focus on making it functional. Make sure there are calls-to-action so you don’t lose your visitors.

Develop an ongoing content strategy

A winning content marketing strategy lets a business stay connected with its customers. For a number of reasons, the timing may not be right for your website visitors to make a purchase right now. Sharing content with them over time is an ideal way to nurture relationships with prospects until they are ready to make a buying decision. Make sure you build a strategy to continue to add more and more content to your website over time.

Other essential website components include:

  • Landing pages
    Landing pages are critical lead generation components that must contain eye-catching visuals and brief, yet persuasive content. Landing page visitors decide in seconds whether to submit their information. So, effective landing pages need to instantly deliver exactly the information people are looking for.
  • Add RSS subscription feed
    Most news-related sites, blogs and other online publishers also syndicate their content as an RSS (Rich Site Summary) Feed. RSS allows people to easily stay informed by retrieving the latest content from the sites they’re interested in. It saves time because you don’t have to visit each site. It ensures privacy because you don’t have to join every website’s mailing list.
  • Social Media Sharing
    Add social media sharing buttons/links to all your pages in your website redesign.
  • Website Analytics
    Web analytics is the process of analyzing the behavior of visitors to your website. It’s critical to measure the performance of your website from the start.

The Last Word

Your website redesign should have two primary goals: functionality and design. While undertaking a website redesign project, it’s very easy to get caught up in how the website looks at the expense of how well it works.  You need to it your goal to marry maximizing the functionality of the site with visually appealing design for the best results.

If you have any questions about your website redesign project, contact us. Your Marketing Department is here to help.

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Is Paid Social Media a Necessity?

Is paid social media a necessity?

The question of whether paid social media is now a must comes from the virtual disappearance of the organic reach of posts.

Organic reach – how many people you can reach for free by posting to your business or fan page on Facebook and other social media platforms– has been declining steadily for years now. Facebook’s organic reach, depending on who you believe, is now somewhere between 2-5%. In other words, for every 100 people following your page, only 2-5 get to see your carefully crafted post. It’s not just Facebook. Organic reach and interactions across all social media channels have fallen off substantially.

The free ride is over

A few years ago Facebook made it quite clear that organic reach would become infective, at best. They’ve kept their word. Facebook has begun to increasingly prioritize posts from users’ friends and family. To make room for them in your newsfeed, Facebook is making things even worse for businesses by deemphasizing posts from businesses, brands and content publishers more than ever.

There are several logical reasons for the decline of organic reach. Facebook has offered up a couple and the third we offer up as just plain common sense.

  • There’s just too much content being published on Facebook to show everyone everything. This has made gaining visibility in the News Feed increasingly competitive with a greater degree of difficulty succeeding.
  • Facebook is trying to show people the content their experts feel is most relevant.
  • Marketers, being the cynical bunch we are, tend to think Facebook’s ulterior motive is simply to get more people to start buying ads.

To prove us cynics have a point, Convince and Convert published a chart showing Facebook’s declining organic reach charted against Facebook’s rising stock price during the same period. Would it surprise you to find out that as organic reach plummeted Facebook’s stock price increased a substantial 40% due to increased ad revenue?

These days Facebook feels businesses should look at their Facebook business or fan pages as a way to make paid advertising more effective. From Facebook’s point-of-view, organic reach is in direct conflict with its belief that inundating News Feeds with posts from pages the user likes (along with many others) just isn’t an ideal user experience.

So, can you improve your organic reach on Facebook? Truthfully about all you can do is increase engagement. The goal is to get as much interaction with every post as possible. Here are some of the ways to maximize your reach:

Here are ways to maximize your reach:

  • Ask followers of your other social media business pages to like your Facebook page and return the favor.
  • Encourage readers to engage with your posts when they see them, so they’ll (hopefully) see more of them.
  • Add a “Please like and share” reminder to the end of your posts.

Since social media’s organic reach is going the way of the dinosaur, it’s smart to focus on digital channels you own and control — your website and blog. Spend more resources creating blog posts and long-form content (eBooks, case studies, or videos). These have a shelf life that helps increase your inbound traffic, leads, and customers long-term.

If your budget allows, consider paid posts to share this content to the appropriate social media platforms for additional reach. While knowing how to use paid social media is also important, knowing when to use paid social media is key.

Here’s a checklist of good reasons to invest in paid social media ads:

  • Getting started
    If you are just starting your social media marketing and have a small number of followers, paid traffic is critical. You need an audience for your content or no one will see it or share it.
  • Looking to reach a different audience
    With paid social media, you can target new demographics and reach out to new geographic areas.
  • Improve organic reach
    To supplement your organic reach, you should consider investing in paid posts to get your social media content in front of more of the people who already like and follow you.

What paid social media works?

Social media advertising’s evolution from outdated banner ads to native ads has greatly improved the paid social media advertising experience for both marketers and consumers.

So, where’s the best return on investment? According to an eMarketer study, over 95% of social media managers say Facebook offers the best return on investment, followed by Twitter (63.5%), Instagram (40.1%) and LinkedIn (37.7%). However, keep in mind that which social media platform will work best for your business depends largely on knowing where your social media audience is.

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