Social media platforms have now been around for decades, but their influence and popularity continues to grow and evolve. Regardless of the industry your business is in, it’s more important than ever to have an active presence on social media channels. However, not all social media platforms are made the same, and audiences on each are also different. Plus, your business’s goals should help define how you should share your brand and where. Here’s more information about why social media marketing is important for your business and our top 10 tips to help with your success. Why is social media marketing important for your business? Having a social media presence can allow your business to do a number of things, like: * Increase brand awareness. * Promote your products/service. * Create two-way conversations with prospects and customers. * Generate leads and sales. * Establish trust and relationships with your followers. * Foster brand loyalty. Social media provides an incredible opportunity to create content and develop ways to not only tell their story and promote their brand but also drive demand, foster loyalty, and expand your reach. Organic social allows you to post and engage for free, while paid social involves paid advertising opportunities to help drive even more conversions or website traffic. Plus, with extensive targeting capabilities, your business can reach the audience that’s most important to you. 10 tips on social media marketing for businesses Let's jump right in with our top ten tips to help your business grow on social: 1. Start by setting goals It will be virtually impossible to create and implement a successful social media marketing strategy without goals. Ask yourself why you’re interested in social media marketing and what you hope it accomplishes. Some examples of social media marketing goals include: * Increase brand awareness * Generate leads * Increase sales * Boost engagement with your brand and community * Drive traffic to your website or blog Remember, these goals should be specific, measurable, and realistic. They should also align with your company’s goals on a larger level. 2. Know your target audience To create a strategy that resonates and helps accomplish your goals, it's essential to know details about your target audience. One reason is that different social media platforms are popular with different audiences. For example: * While 70% of U.S. adults use Facebook, it's the most popular social network for men and women ages 35-44, with only about 7% of female users ages 16-24 using the site. It also leans more toward males, with 56.6% of the ad audience being men. * Instagram is also primarily 18-24-year-olds (30.1%) and 25-34-year-olds (31.5%), so brands wanting to speak to Gen Z or Millennials may find success on this platform. However, Gen X is the fastest-growing group of users on Instagram, with the number of 55-64-year-old males using the app growing by 63.6% in 2021. * More than 70% of Twitter users are males, primarily between the ages 25-34 and 35-49. Twitter users also tend to have higher household incomes and education relative to the general population. * On the other hand, TikTok skews female, with about 57% of users being female vs. 43% male. About 43% of the audience is between 18-24, with the next largest group being ages 25-34. Another reason is that as you create content to post, you need to be sure it's speaking to your target audience. Whether you're asking them to be entertained, educated, or informed, what you produce and the type of content you're sharing should be created specifically for your audience. For example, research shows people under age 35 prefer videos, while those in older age groups prefer news articles or reports. It should be easy to know your audience because your company or brand should already have extensive research on their ideal customers. 3. Choose your platform(s) wisely Once you have goals and know your audience, it’s time to choose the best platform(s). Keep in mind that you don’t have to be everywhere and can instead choose one or two platforms that are best suited for your audience and brand. For example, if your audience skews older, you don’t have to be on TikTok (even though it seems to be one of the most popular sites right now), and you should instead focus on Facebook. In addition to choosing a site where your audience is, also consider how you’ll tailor your content. Instagram was created for sharing photos, so if the content you’ll be sharing is more text-based, this channel may not be best. TikTok and YouTube are video-based, so if your brand doesn’t have the ability to create videos, you may not want to focus there. Feel free to do some trial and error here. If you start on Twitter but find your tweets aren’t generating any engagement or clicks, you can pivot to a different platform. 4. Check out the competition You can also get inspired by doing some competitive analysis on others in your industry. These competitors can be big and small. For example, if you’re a local pet supply shop, look at Chewy and PetSmart, but also other small pet supply stores. A few things to pay attention to include: * The platforms they are on * How often they post * What types of content they are posting * What content is getting the most engagement (likes, comments, shares, etc.) from followers * How the brand interacts with their followers You can complete a formal competitive analysis if you like, or you can informally research competitors to learn more to help get you started. 5. Create content that’s relevant, engaging, and consistent Your audience, platform, and competitor research will all come in handy here, as well as keeping your goals in mind. Remember, content can come in a variety of formats, such as: * Images * Infographics * Videos * Blog posts * Ebooks * Webinars * Case studies * How-to guides * Podcasts * Listicles The types of content you create should be designed for your audience and the platforms where you’re sharing it. For example, attraction content can help bring visitors to your website and are designed to be shared. Providing valuable information that your audience is already searching for is key to attracting prospects to your products. Authority content can help position your brand as a trusted advisor in your industry, helps answer questions, and offers solutions. Use this content to show you understand your audience and what they need. Affinity content can inspire prospects to choose your business over other competitors. Connect with your audience through emotion and engagement. Finally, you’ll also want to create actionable content. This content is designed to turn your prospects into customers and should be created with a specific conversion goal or call to action in mind. This content should be compelling, generate enthusiasm or excitement, or inform. In some cases, you may be asking your audience to provide their contact information or download something, so it needs to be good enough to convince them to do that. As you create content, develop a content calendar that helps you map out when you’ll be posting, what content it is, and on what platform. Experts recommend posting on: * Facebook between 1-2 times per day. * Instagram between 3-7 times per week. * Twitter between 1-5 times per day. * LinkedIn between 1-5 times per day. A content calendar can help keep you organized and ensure consistency across platforms and your brand. Another tip is not to post the exact same content on all channels. Each channel was created differently, so while you may share content one way on Facebook, it should be adjusted to fit Instagram. Even if it’s just changing the image, intro text, or CTA, avoid cross-posting on multiple platforms without making any adjustments. 6. Engage with your followers One of the huge benefits of social media is that it can be used as a two-way communication tool between your prospects/customers and your business. This can happen in two different ways: * If someone comments on your post, comment back. Or, at least “like” their comment. This shows customers that you read your page comments and care about what they have to say, both good and bad. It can help you retain or even increase your followers, engagement, and customer service while building relationships with your followers and establishing trust. * If someone messages you on social media, you should respond. A recent study showed that 40% of consumers expect brands to respond within the first hour of reaching out on social media, and 79% expect a response within the first 24 hours. Whether they are asking a question or leaving a complaint, build responding to these messages into your customer service training. 7. Analyze and optimize Social media is constantly changing, from how users interact with brands to how your content appears organically. It’s important to stay on top of this information and these trends, as well as who your audience is and how your content is performing. KPIs to pay attention to can include: * Follower demographics * Impressions * Post reach * Clicks * Web traffic * Likes/comments/shares * Traffic conversions * Social sentiment You may have others depending on your business’s specific goals. This information can be found directly within the social media site itself or by using a KPI dashboard like Google Analytics. If you’re just starting out, you may want to keep an eye on at least some of these KPIs on a weekly basis. Or, you should at least check and report on them monthly. You can optimize your audience or content strategy to get better performance or conversions. Perhaps you need to be posting at different times of the day, or your types of content aren’t resonating with your followers. Maybe you’re posting too much or not enough. Minor tweaks can help you learn what is and isn’t working, and tracking your KPIs allows you to quickly pivot to something that can be more successful. 8. Test, Test, Test Your social media strategy may not be successful out of the gate. It may take time to learn about what your audience wants to see from you and how to have the best brand presence. One of the best ways to do this is simply by testing. You can use formal A/B testing capabilities within the platforms or anecdotally track performance of any changes you make. Testing can help you perfect your social media marketing strategy, and learnings can even be scaled into other marketing channels. 9. Be authentic It’s so important for everything you post to remain true to your brand and your company’s mission and values. Consumers are experts at spotting fakeness, especially on social media, and they will not respond well. Deliver on your promises, and strive to build a real and powerful presence through your posts and interactions with followers. 10. Know the algorithms and stay on top of changes Social media algorithms are how these platforms work, filtering and ranking content based on unique criteria. Not only do these platforms have different algorithms, but they are also constantly changing. These changes can affect things like: * Who sees your posts * When your posts are shown * Engagement with your posts * Conversions For example, only content that receives the most likes/comments/shares may be shown. Posts that are more recent will appear higher on feeds. The more users engage with content, the more they will see from that particular brand. Content with specific keywords that are more relevant to specific users may be shown for them but buried for others. You may notice on your feed that you don’t see content from every person you’re friends with or brand you follow. This is due to the algorithms. While your profiles will never be perfect, it emphasizes the importance of creating engaging and informative content that your audience interacts with.
If you're a software company, you need to make sure that you're taking advantage of LinkedIn's product pages. They're quick and easy to set up and can add tremendous value to people. LinkedIn product pages were introduced in December 2020 and are designed to help you build awareness around your products. You can also build social proof on a product page by highlighting notable customers and gathering ratings and reviews. People can even add your products as a skill on their LinkedIn profiles. One important thing to mention is that product pages are different from company pages, and when they're used well, the two go hand-in-hand. There's also no need for them to be physical products, and indeed we use them ourselves for our B2B software products. Product pages are currently only available to B2B software companies, though LinkedIn is gradually rolling them out to other product areas. There's every chance that even if you don't create B2B software, you'll already have access to the products tab by the time you're reading this, so it's worth checking it out if you haven't already. And so, without further ado, let's take a closer look at how to create a product page on LinkedIn. How to create and use LinkedIn product pages When you’re ready to start creating your LinkedIn product pages, these are the steps you’ll need to follow: 1. Log in to LinkedIn. 2. Navigate to your LinkedIn company page. Note that you’ll need access to either the Super or the Content admin view for your page. 3. Click the Products tab in the top navigation bar. 4. Click the Add Product button. 5. Enter a product name and hit the Save button. You’ll then be redirected to your new product page. That’s the basics covered, and you can finish things here if you want to, though we wouldn’t recommend it. As with most things on social media, the more information you can provide, the better. You also need to think of your product page as a landing page. Ask yourself what your target audience would experience if they’ve never heard of your company before, and their first exposure is the product page you’ve created. If there’s not much information there, they’re not going to stick around for long. You need to ensure that, at the very least, you include a call to action that tells them what to do next. Here’s how to go about doing that: 1. Click the Edit icon next to each field to fill out as much information as possible. The required fields are highlighted. 2. Click on the Add Category field to see the category options. Feel free to add multiple categories. 3. Note that your default hashtag is #ProductName. Custom hashtags aren’t available but don’t be surprised if the functionality comes out soon. 4. Don’t forget to hit the Save button for every item you edit. 5. Click the Submit for Review button once you’ve finished. LinkedIn will then review your product page and let you know if it’s approved for publication. This process can take up to two weeks, and you’ll receive a notification in your page’s Activity tab once the approval process is complete. Once your page has been approved, here’s how to publish it: 1. Navigate to your LinkedIn company page. 2. Click the Activity tab in the top navigation. 3. Click the View Product button and then click Publish Product. And that’s all there is to it!
Research shows that: * 92% of consumers trust recommendations from friends and family above all other forms of advertising. * 49% of consumers depend on influencer recommendations. * 40% have purchased something after seeing it on Twitter, YouTube, or Instagram. * 60% of consumers have been influenced by social media or a blog while shopping at a store. * 72% of consumers say they trust online customer reviews. Because of these stats and more, many companies and brands are turning to brand ambassadors to help generate leads and sales of their products. This is also known as influencer marketing. Being a brand ambassador requires knowledge of the roles and responsibilities of the job, all of which have evolved over the years with changes in social media and brand awareness goals and strategies. However, it boils down to representing a brand you love and helping to market them to grow their customer base. Read on to learn more about what a brand ambassador is, how to become one, and the top things to know about being a brand ambassador. What is a brand ambassador? A brand ambassador is considered the “face” of a brand and uses their influence to promote a brand and its products or services to their network with the goal of increasing brand awareness, generating leads, and driving sales. Typically, these people already have an established network and following, especially on social media platforms, and can use those relationships to market a brand through different marketing tactics like referring friends, posting online about the brand or products, etc. Other responsibilities may include: * Assisting in content creation (such as blogs, newsletters, videos, product reviews, etc.) * Generating brand awareness through word-of-mouth marketing * Providing insights or feedback on new products/services * Representing the brand in a variety of settings, such as at events A brand ambassador is expected to constantly engage with their community to generate brand awareness and interest. This could be through blog posts, representing the brand at an event, wearing the brand on your clothing, or simply talking to people about it. In this role, brand ambassadors are also expected to help market and tell the story of the company via social media, which makes it critical for the ambassador to have a professional presence online while also having a robust presence and engaged following. Examples of social media platforms that can play a key role include LinkedIn, Twitter, and TikTok. 7 steps to become a brand ambassador Here's a quick seven-step guide that can help put you on the right track to becoming a successful brand ambassador: 1. Have a social media presence One of the top requirements to be a brand ambassador is to have a public social media presence. If you don’t already, develop profiles on the top social media platforms. Keep in mind that your profile has to be public, so remaining professional and consistent is important. It can be helpful to also have a business or creator account, like those offered on Instagram, for additional benefits. Part of your social presence should be optimizing your profiles. For example: * Make sure your bio shares who you are, what you do, and why someone should care. * Choose a profile picture that shows your personality but also your professionalism. * Add links to your website or a call to action, like contacting you in your DMs, to encourage your followers to engage with you. 2. Define your personal brand Your brand is how you represent yourself to the public, especially online and through your social media. This can be a great way to set yourself apart from others in the space. Share your values, vision, excitement, passions, and personality through your posts. The more authentic you are, the more your followers will connect with you, and the more likely they are to trust your recommendations. 3. Build a following The best way to do this is by posting great content on a regular basis. * Post content your followers will be interested in or entertained by. * Use relevant hashtags. * Post often and consistently. * Experiment with different types of content, like text, videos, images, etc. The more you can plan ahead and schedule in advance, the better and easier for you. You’ll also want to be sure to engage with your followers. Ask questions, “like” comments, and comment back. Respond to DMs. The best way to build trust and continued engagement with your followers is to show you care about them and value their time and support. Finally, share your social profiles every chance you can. The more that people know about who you are and what you do, the more likely they are to follow you. 4. Research brand ambassador programs There are dozens of brands out there looking for brand ambassadors. Requirements can vary, but most expect someone with a social media following who will help spread the word about their brand. Find a brand you already use, love, or are passionate about. Your promotion of the product should feel natural for your followers. Also, check out the different perks the brand offers to its ambassadors and find one that’s most suited to your wants. 5. Start networking Start by interacting with large brands in your niche. Get to know those brands, what they post, how they share and market their products, and how they interact with prospects and customers. Follow, like, and comment on these brand accounts, but avoid spamming them. Then, you can move on to affiliate marketing, which is promoting a link or promo code for a brand. Be sure the brand and products resonate with your followers, so they don’t feel like you’re pushing unwanted content on them. 6. Apply for a role Most companies have an application for people who want to be brand ambassadors, similar to a standard job application. Once you fill out the application, you’ll be contacted by someone from the brand to start an interview process and ideally, get hired. You can also start with small businesses and startups that need help promoting their products. While you may be working for free at first, they may offer you free products or discounts. Plus, it can help build your portfolio so the bigger brands will take you more seriously. 7. Always be optimizing Analyze your campaigns to get a firm understanding of what does and doesn’t work. Learn about what you can do better, not only for your brand but for your followers. Look at numbers like clicks, engagements, and conversions. Ask for feedback from the brand to understand if your posts are driving leads or sales. You can also keep an eye on the demographics of your following to better design your content and campaigns to resonate better with them. Top things to know about being a brand ambassador * Candidate requirements: If you want to be a brand ambassador, you should be enthusiastic, energetic, outgoing, and have a sizable social media presence and following. Ideally, you are already familiar with the brand you’re representing and are willing to endorse it and its products/services. Having flexibility in your schedule can also be helpful, as can experience with marketing and social media. * Salary: Another thing to know is that you can be a brand ambassador as a side hustle, or you could make it a full-time effort, depending on the brand. Salaries can vary greatly, especially since you’ll likely get to choose your hours and level of effort, and companies compensate differently. However, the national average ranges from about $20,000 to $58,000 per year or more. Hourly sage is about $10-16 per hour. Additionally, some brands may offer a commission to incentivize the brand ambassador to generate leads and promote products. In this case, your compensation would greatly depend on the level of effort you put in. * Free products: Sometimes, brands offer their brand ambassadors free products. These could be sneak peeks at new products, existing products to post about and share with their followers, or even free products as an incentive and reward for being a brand ambassador. You may also be eligible for discounts or get discount codes you can share. * Long-term relationship: Many brand ambassadors work with the same brand over a long period of time. Unlike some other types of influencers, who may do a variety of one-off sponsorships or partnerships with brands, brand influencers try to build a long-term relationship with the brand.
Demand generation is a type of marketing program that helps drive long-term awareness and engagement throughout the entire customer lifecycle. While focused on generating revenue, aspects can include awareness, inbound marketing, lead generation, sales, and retention. Today, demand generation goes beyond generating leads to support sales. Instead, it focuses on providing information and supporting people to help them make the right decision for themselves at the right time while encouraging them to consider your brand as the perfect fit for their needs. Understanding demand generation marketing and the top strategies for a successful demand generation program can help your brand be more successful throughout the customer journey. Read on for a quick guide to get you started. What is demand generation? Essentially, every touchpoint in the consumer journey from prospect to retention and upselling can be included in the term “demand generation.” Each activity that helps to drive awareness and interest in your brand, product, or service, to generate leads that can help close the business is considered demand generation. Demand generation and lead generation are often used interchangeably, but they are in fact, different. Lead generation focuses on converting new prospects, while demand generation builds awareness, generates leads, converts those leads, and retains them as long-term customers. Key aspects of a demand generation strategy Brand awareness To create demand, people need to know who you are and start creating a relationship with your brand. Developing brand awareness with your primary audiences can help ensure they can recognize your brand and start building trust with what you have to say and offer. * Start by identifying and building your brand identity, which is how your business differentiates itself from competitors. Use these tactics to drive recognition and affinity to your brand. * Identify opportunities to establish thought leadership so that people will consider you an expert and authority in your industry. When you are seen as an expert, people will be more apt to think of your brand when trying to solve a problem. * Be active on social media and other platforms to communicate your brand and engage with followers. This includes using public relations strategies to develop a relationship between the public and your brand. Capturing demand Call this lead generation or inbound marketing, but once you create a demand for your brand through brand awareness, you need to be able to capture those who are interested. These tactics can help convert visitors into leads and leads into customers while creating ongoing demand for your product or service. Examples of tactics to capture demand include blogging/content marketing, paid advertising, conversational marketing, email marketing, website conversions, and more, which we will detail later. Accelerating sales Once you’ve generated and captured demand, there are tactics you can use to help close sales. Sales agents are an obvious answer, but other examples of tactics that can help close the gap between marketing and sales include testimonials, case studies, fact sheets and FAQs, estimate calculators, and more. Once you’re able to capture contact information, you can send emails or other personalized outreach to your leads, answer their specific questions, and help them understand why they need your product or service. Be sure any tactics you have (other than sales agents) to close sales are easy to use and functioning as expected; otherwise, you could risk losing sales. Retention To achieve sustained growth, you must retain the customers you worked so hard to acquire. Demand generation isn’t just about generating demand until the sale but also about continuing to generate demand to retain the customer long-term. You should always provide your customers a positive impression of your brand, including exceptional customer service. Some tactics to help with retention include client marketing, ensuring customers know of any new products or services, are educated with “how to” and “help” content, and ultimately getting value out of their ongoing relationship with you. Show you appreciate them, encourage feedback, and constantly optimize the customer journey. You should also use this as an opportunity to generate up-sells and renewals, generating even more opportunities. Keep the conversation, and two-way engagement opportunities open here to help ensure this growth and retention. 5 strategies for a successful demand generation marketing program You can use several tactics for demand generation programs, many of which you may already be using strictly as a lead generation or retention strategy. With some tweaking, you can use these strategies across the entire lifecycle of the customer. 1. Content marketing Content can be just about anything, including blogs, videos, ebooks, podcasts, webinars, social media posts, infographics, whitepapers, case studies, etc. You can then use this content on your website or social media channels, emails, blogs, paid TV or radio advertising, etc. Content marketing should be a key piece of your demand generation program because you can use content to answer your audience’s questions, build trust, develop relationships, generate interest and engagement, and retain existing customers. By informing, persuading, or entertaining your audiences with content, you create a bond with your brand. 2. Paid advertising * Amplify your content with paid search ads, helping get your content and website in front of people actively searching for related terms and keywords. * Use display advertising, including images and videos, to get your brand in front of specific audiences in targeted areas. Optimize for click-throughs or view-throughs with ads using text, images, and links to your website. * Social media platforms also provide paid advertising opportunities to ensure your ads get in front of the right people at the right time. Integrate remarketing or lead generation tactics to make your dollars go further. * Don’t forget about traditional media tactics such as TV, radio, billboards (out-of-home), and newspaper or magazine (print) ads. While these aren’t effective for all audiences or brands, utilize them if they are right for you. These are only a few examples of paid advertising opportunities. The key is to know your audience and understand where they spend their time and are most likely to engage with your ads. Then, develop paid advertising opportunities to ensure you are in that space. 3. Email marketing Once you’ve captured an email address and opt-in, you are free to email those leads or customers. * Leads: You must continue to generate demand for your product or service. While they have shown interest, you must continue to engage. Use attention-grabbing subject lines and offer engaging content. Be sure to always include a call to action. Offer content that convinces the leads they need your product or service. Answer their questions and show how your company can resolve their pain points. Use this as an opportunity to develop a relationship with the lead. The important thing is to always provide value; otherwise, they will unsubscribe. * Customers: Even after a person has become a customer, you can use email marketing to continue to engage with them, retain them as a customer, and even develop opportunities for upselling. Share company updates, teach them how to take advantage of your product or service, give them an inside look at your company, and make it personable. Personalize content to speak to them at a deeper level. Use the information you have about your customers to your advantage. 4. Conversational marketing Live chat and chatbots are great tactics to deploy conversational marketing. Prospects, leads, and customers want to know you are available to them to answer their questions and solve their problems whenever they need it. When that happens, it helps generate demand for your brand over competitors. Use these AI tools to make consumers feel they have access whenever they need it. However, other forms of conversational marketing can include social media, phone calls, and even email depending on your email strategy. Any way consumers can have a two-way conversation with you can be a great strategy. 5. Website While your paid ads may be the first introduction audiences have to your brand, your website is the front door that truly opens up the opportunity for demand generation. Your website should showcase your brand, culture, mission, and values. * Information about products and services should be easy to navigate. * Have direct, easy-to-find calls to action to make conversion simple. * Utilize search engine optimization tactics so that your website ranks and is visible. * Showcase the content developed in your content marketing strategy. * Have forms or gated assets to encourage prospects to become leads. These are just a few examples to get you started, but remember, your website should be an extension of your company and brand while having everything someone needs to become a lead, then customer, then retained customer. Tips for successful demand generation Because demand generation involves various activities, it’s important to be flexible with your program and tactics. But, here are a few tips to help your programs be more successful. 1. Have clear goals It’s important to identify the end goals of your campaigns in the beginning. What does success look like? What are you trying to accomplish? What are your revenue or sales goals? Are there specific KPIs you want to achieve? When you answer these questions and have solid goals outlined, you can work backwards to figure out the opportunities and tactics you’ll need to meet those targets. 2. Understand your audience It’s challenging to develop a successful strategy and tactics if you don’t understand as much as possible about your ideal customer and existing customers. Not only should you have demographic information like age, gender, household income, education level, etc., but also psychographic data like lifestyles, interests, beliefs and values, etc. You should also be able to answer questions like what are their challenges or pain points, especially when it relates to your product or service. The more you know about your audience, the more specific you can get with messaging that speaks to them. 3. Be authentic, engaging, and creative When creating content or launching these demand generation tactics, it’s critical to be authentic to your brand, engaging to your audiences, and creative. Be original and do what you can to stand out from your competitors. Capture and keep your audience’s attention. Help them realize you’re the answer to their problems, and they need your product or service, but do it in a way that will make them feel good about engaging with your brand. 4. Analyze and optimize You should be measuring as much as you can, as often as you can. KPIs to track can include: * Cost per acquisition * Customer lifetime value * Cost per click * Cost per impression * Cost per lead * Conversion rates * Close rate per channel You can also use channel-specific KPIs like impressions, clicks, time on site, click rate, click to open rate, etc. Reviewing and analyzing the performance of your tactics regularly can help ensure you’re continuing to optimize for the best performance possible. 5. Test You may not know what works perfectly the first time. So, as you analyze and optimize, work to test different hypotheses, tactics, messaging, and creativity. Use A/B testing strategies to find out what works best for your audiences. While you think you may know what’s best for these tactics, some of it will always be unknown. Use A/B testing to understand what your audience responds to while increasing engagement, improving effectiveness, and making your campaigns more successful.
Creating and posting content on LinkedIn is a great way to establish a personal brand or build the authority of your brand or company. The content you post can help attract recruiters to your profile, position you as a thought leader or influencer in your industry, and showcase your expertise in your field. And with so many types of content you can create, opportunities to encourage engagement are abundant. When it comes to content marketing and creating content on LinkedIn, it’s important to keep in mind this platform is different from other social networking sites. We’ve created this list of eight tips for creating engaging content on LinkedIn to get you started. Decide the purpose of your content The first step in creating engaging content on LinkedIn is to determine why you’re creating content in the first place. Is the goal to: * Establish yourself as a thought leader in your field? * Generate leads or new customers? * Engage existing customers and build retention? * Build your network? * Showcase your knowledge for future employers? Not every piece you produce has to align with this goal, but knowing why you’re creating content and what the purpose is can help you develop posts that people will engage with. Determine your audience Next, you must determine who your audience is going to be. This will likely be based on the goal of your content. For example, if the purpose of creating content is to generate leads or new customers, your audience will be similar to your ideal customer for your brand. Or, if the goal is to establish yourself as a field thought leader, your audience will be others within your field. Regardless, you must understand who your audience is in order to make content that they will engage with. Once you’ve identified your audience, you should try to understand their: * Age * Gender * Interests * Job titles * Goals * Wants * Needs Make sure the audience you’re focusing on is present on LinkedIn. And also, be sure to understand what your audience wants to read and the types of content they engage with. Finding your niche not only helps give your content direction, but also helps you stand out from the competition. It ensures your content is relevant, targeted, and actionable for your audience, which can help make it more successful. Develop a content strategy Once you’ve identified goals and a primary audience, it’s time to develop a content strategy. This includes: * Listing potential topics * Outlining dates for drafts to be due, review, and posting * Determining the types of content you’ll create (articles, videos, images, infographics, etc.) * Assigning budget to boost the post (if desired) Consider whether your posts will be short or long, or a combination of both. Will posts be all articles or include a mix of photos, videos, and infographics? How will those be created? “Content” doesn’t have to be just words, and offering a good mix of different types of content can keep your audience engaged and interested. Gather ideas from thought leaders Now that you have general goals for your content, have identified your audience, and created a general content strategy, you must start gathering ideas for things to write about. The goal of your content should be to be engaging for your audience, which includes likes, comments, and shares, but also to generate clicks on links and ideally serve a purpose for your audience. One of the best ways to start with your idea gathering is by reading and engaging with content from thought leaders, companies, or others in your field. What types of content are they posting? What questions are they answering? How are they engaging with those who comment on their post? What are the topics they are focusing on? By researching other successful brands and people in your field, you can get great ideas for your own content. Brainstorm Start writing down ideas for posts or content, whether in Word or Google Docs, spreadsheet, notebook, or your SocialWeaver content library. Start with the ideas you’ve gathered from other thought leaders and influencers. Here’s a list of other thought starters for you: * Answer common questions you get from customers or prospects. * Consider what holidays, awareness days, or other upcoming celebrations and create content related to that. * React to an article or news in your industry. * Share stories of your brand, company, employees, or products. * Share something that inspires or motivates you or your brand. * Talk about your industry. * Share insights from a book, podcast, conference, webinar, etc., that you’ve recently learned. * Share advice for your audience. * Share personal challenges and how you overcame them. * Post wins of the week. * Share relevant industry data and what it means to you. * Share an obstacle you or your brand had to overcome and advice for others. * Re-share other articles or posts. * Write about a milestone. * Interview a team member, employee, executive, customer, etc. * Share company news or product updates. Ultimately, the options are virtually endless. The important thing is to produce content that will resonate with your audience, is educational or informative, and is relevant. Draft your posts When you draft your posts, keep in mind that text-only posts perform the best on LinkedIn. These posts can be up to 1,300 characters, but remember that the first 2-3 lines are most important because everything else will be “hidden” until the viewer clicks “... see more.” Those first couple of sentences need to grab the audience’s attention and make them want to engage with the rest of the post. Other tips include: * Use short, easy-to-read sentences. * Add spaces between paragraphs. * Use emojis or other symbols to break up sentences. * Include up to five relevant hashtags. * Tag others who will respond or engage with the post. * Ensure any references in the post are reliable and authentic. * Avoid using outbound links in your post to prevent viewers from leaving your article, and instead include those in the comments section. * Add questions or other prompts to encourage comments. Use data and analytics As you continue to post content, it’s important to understand if what you’re posting is or isn’t working. Questions to ask yourself include: * Is my content reaching the right audience? * Is the audience engaging with my content? * Are people commenting on, sharing, or liking the post? * Which content is getting more engagement, and what doesn’t appear to be resonating? Also, keep an eye on the comments people post. Are they enjoying the content? Are their comments supportive? Is the piece of content starting a conversation? Focus on voice and authority, not number of followers It may be surprising to hear that the number of followers you have isn’t really that important. What’s truly important is having a voice and authority that comes through and is enforced in your content and posts. Influence in your industry doesn’t necessarily come from how many people follow you or are in your network. It comes from the quality of people who are reading and engaging with your content. You may have heard the phrase “quality over quantity,” and that philosophy stands here as well. If you have a smaller network, but they are engaged, share your posts, and help position you as authority, you’ll have greater success with your content.
Your work experience, skills, and professional story can all play a role in telling your brand story, and while it may seem strange, it’s crucial to spend time marketing and selling yourself. Whether you’re actively searching for a new job, expanding your professional network, or looking to build your personal brand, optimizing your LinkedIn profile is a great way to get noticed and help reach your professional goals. Similar to and different from other social networks, LinkedIn is a great marketing platform for your personal brand, work experience, and professional expertise. More than 90% of recruiters use LinkedIn as their primary platform to search for talent. Here are 16 ways to optimize your profile for LinkedIn searches and search results, helping to boost your personal brand and get you seen by recruiters. 1. Select the right profile picture Your profile picture is the first thing people will see when they search for you on LinkedIn or view your profile. This virtual, visual introduction is the other person’s first impression of you, so you want to make sure it’s a good one. * Make sure the picture is recent * Ensure your face takes up about 60% of the photo * Wear what you’d wear to work * Smile While the photo doesn’t have to be taken by a professional photographer, you should still look professional, authentic, inviting, and confident. 2. Set a background photo Like your profile picture, the background photo can be one of the first things someone notices about your profile. One of the only other visual elements, it can grab someone's attention, help you stand out, and showcase something about you. You can choose a relevant image, or create an image with your contact information, website, or personal brand statement. 3. Update your headline Your profile’s headline should be viewed as a description of your overall profile. While many choose to set this as just a job title, you can use this field to share a bit more about you, your role, what you do, and what motivates you. Don’t be afraid to make it catchy, but keep it relevant and impactful and optimize it with industry keywords. For inspiration, find mentors or other professionals in your field of work to see what their headlines are. 4. Tell a story in the summary Don’t leave this field blank. Your profile’s summary is a great place to write a few sentences that will make your profile stand out from others. Go beyond listing your skills or other job titles, or a summary statement of what you’re looking for in another job. Instead, bring your skills and experience to life. Make it personal and be creative with how you tell your brand story, and be authentic about yourself and what you do. For example: 1. Share who you are and what you’re passionate about 2. List your three unique “selling points” 3. Elaborate through stories or examples 4. List key areas of expertise 5. Invite people to connect with or contact you 5. Optimize your experience Start with the job title - make sure it accurately and quickly describes what you do. If your title is uncommon, you may want to put an equivalent job title in brackets next to it to help with search rankings. Next, fill up the free space that allows you to elaborate further on your job duties. Share the overall scope of your work and highlight or summarize your core responsibilities, and then list 3-5 key points that support your efforts or success. Use specific examples or results if you can. Keep in mind that you don’t have to list every job you ever had. The experience should be relevant, and if you have a long history, focus on the most recent or those with the best achievements in your career. 6. Share your work Add publications, projects, or other featured media and collateral that you produce to help you stand out and build your personal brand. Showcasing your work on your profile can give recruiters and businesses great insight into how you work and what they can expect if they hire you. 7. Be a thought leader You can also create your own thought leadership posts with insights, information, or thoughts related to what you do. The more you share and comment, the more you establish your expertise. Long-form posts, similar to blog posts, can help you do this. Start conversations with your followers and engage with their comments, and use this platform as a place to showcase your experience and knowledge. 8. Follow other influencers and thought leaders By following and engaging with relevant influencers and thought leaders in your industry, not only will you populate your feed with interesting and informative content, but you’ll also be adding context to your profile and highlighting your passion for what you do. When you follow or engage with these people, it appears in your “activity” and “interests” sections, which can help tell a deeper story about you as a person and your thoughts about your industry. 9. Share other content Share white papers, case studies, blog articles, and other content from thought leaders, brands, and others who you admire. It will help demonstrate passion and commitment to your field and show you’re engaged and up-to-date with your industry. 10. List all relevant skills The “skills” section of your profile is a great way to share and highlight skills that are relevant to you and your work experience. Plus, because others have the opportunity to endorse you and those skills, it can help potential employers feel more confident in what you bring to the table. Be sure to keep these skills relevant instead of listing everything you can think of, and review the list every so often to ensure they remain relevant. 11. Generate endorsements Endorsements of your skills are important and can help highlight your expertise from others who have worked with you. While you can politely ask current or previous coworkers to endorse your skills, you can also generate endorsements on your own profile by endorsing others. By helping others with their profiles, they may feel more inclined to help you. 12. Take a skills quiz Another way to showcase your skills is by taking a skills quiz, an online assessment that allows you to share your knowledge and skills and shows as a Verified Skills badge on your profile. According to LinkedIn, users with verified skills are around 30% more likely to be hired for roles they apply for [https://blog.linkedin.com/2019/september/17/announcing-skill-assessments-to-help-you-showcase-your-skills?trk=lms-blog-librand&src=bl-po] since it helps prove their abilities and strengths. 13. Complete LinkedIn learning courses Choose from various courses to help expand your knowledge and skills, and highlight your passion for learning by adding course certificates to your profile. 14. Edit your profile URL This optimization is a little more advanced, but you can edit the URL for your profile to be more clean and easy to share, and it helps with search engine optimization. For example, you can update it to be your first and last name. In the upper right corner of your profile, select “Edit public profile & URL” You can then change the URL to something else. 15. Include keywords to help with SEO Search engine optimization can help your profile be more visible to those who search for you or content that you post about. Think about keywords related to your industry that people may be searching for, and strategically insert them in your headline, summary, job descriptions, and content you produce. 16. Avoid buzzwords Too many buzzwords in your headline, summary, and other profile elements won’t necessarily convince someone you have these qualities and skills. Instead of using buzzwords like focused, strategic, experienced, passionate, expert, certified, leader, and specialized, use the different parts of your profile to show – not tell – that you embody them. Not that you can’t use any of these words at all, but telling a story and describing your experience and expertise can be more impactful.
Whether at home with your family, work with colleagues, out with friends, or running errands in a store full of strangers, you are constantly communicating. Your words, body language, tone of voice, gestures, and even what you write in a text message are all forms of communication, and during these interactions, you’re constantly putting to use interpersonal communication skills. Developing and perfecting your interpersonal communication skills makes your ability to communicate better, more effective, and positive. Whether you’re communicating face-to-face, over the phone, or through email or another device, improving your interpersonal communication is an important part of these interactions. Read on to learn more about interpersonal communication, what interpersonal skills are (including examples), and how to improve them. What is interpersonal communication? Interpersonal communication is communication between people. This can happen in three ways: * Verbal communication is when we use spoken words to convey a message, such as during a conversation, speech, or talking on the phone. * Written communication is communicating via written form, such as through letters, emails, text messages, reports, memos, etc. * Non-verbal communication is how you communicate through your movements, looks, and reactions, including facial expressions, gestures, body language, and touch. Interpersonal skills are important because they help you be more effective at communicating your messages, thoughts, and feelings to others, not only in your day-to-day life with friends, family, and strangers, but also at the workplace. What are interpersonal communication skills Interpersonal communication skills are the traits you use when communicating with others. Also called people skills or social skills, they help you navigate written, verbal, and non-verbal communication situations with others. Good interpersonal communication and working to improve your interpersonal communication skills can be key in helping with conflict resolution, listening skills, and your overall ability to communicate effectively. Examples of interpersonal communication skills Interpersonal communication skills are considered “soft” skills, meaning they are easily transferable across situations. Here are a few examples of the top interpersonal communication skills that are most valuable, especially in the workplace: Active listening Active listening is more than just listening to the words someone says. When actively listening, you’re consciously listening, analyzing, and responding to another person, focusing on the intent and content of their words and providing appropriate feedback. Actively listening to another person shows engagement in a positive way and mutual understanding of the conversation. Leadership A great leader sets direction, inspires others and helps create something new. Leaders are influencers, using their roles to help motivate others to achieve their goals. They also help motivate others to use and improve their skills and rally behind a vision. Being a great leader involves decision-making, as well as many other interpersonal communication skills, and can be embodied by both managers and individual team members. Emotional intelligence Also known as empathy, a person’s emotional intelligence is how well they understand the needs, thoughts, and feelings of others. It allows someone to feel what another person is experiencing from their point of view, but it also gives one the ability to place themselves in that person’s shoes. This skill helps you be more understanding, aware, and sensitive to the thoughts and feelings of those around you. Teamwork Teamwork is another skill that embodies multiple other skills. The ability to work well as a team is essential, especially in the workplace, and team players are often seen as ones who can handle more critical tasks or even promotions. Problem solving Solving problems and resolving conflict can become easier when you put your skills to work. These particular skills could include active listening, negotiation, leadership, and others. Listening carefully, understanding the situation from everyone’s side, and working together to find a solution can create a positive outcome and environment. Other skills Other interpersonal skills you may want to improve include: * Motivation - the ability to inspire and motivate others * Negotiation - the ability to help two sides reach a compromise * Assertiveness - the ability to stand up for yourself or others in a calm, positive way * Decision making - the ability to gather information, make choices, and assess alternate resolutions * Responsibility - the ability to be accountable, act independently and make responsible decisions * Patience - the ability to tolerate and remain calm in frustrating or adverse situations * Dependability - being trustworthy and reliable, doing what you say you will when you say you will * Flexibility - willingness to change, compromise or modify * Positive - being optimistic about situations, interactions, and yourself * Resourceful - the ability to find quick ways to overcome difficult situations * Supportive - providing encouragement or emotional assistance * Collaborative - the ability to work well with others * Adaptable - the ability to adjust and modify to new conditions * Awareness - having concern, information, and interest in a particular situation * Encouraging - the ability to give someone support, confidence, hope, and sharing positivity * Respectful - showing respect to others regardless of the situation Why are interpersonal communication skills important? Interpersonal communication skills are important to help you see others’ points of view, resolve conflict, listen, and communicate effectively. Not only do they play a role in day-to-day life, but they are critical in the workplace. Improving your interpersonal communication skills can help you be more successful and collaborative and have an overall positive attitude about your interactions with others. These skills can help you solve problems more efficiently and effectively, make sound and informed decisions, and support others around you. How to improve interpersonal communication skills Whether you already possess some of the interpersonal communication skills listed above and are looking to improve them, or there are a few you need extra work on, there are ways to improve your skills and become more effective at communicating. Start with just being more self-aware: * Whenever you’re communicating with anyone, pay attention to your behavior and words and how others interact with you and react to you. * Take time to reflect on how you communicate with others in different situations. * Think about how you could have reacted differently or more effectively, either by saying things differently, adjusting your body language, or more actively listening. * Try recording yourself when speaking, either with a voice or video recorder, to watch or listen back and note things you’d like to change. Other things you can do include: * Attend workshops or take online classes that are tailored to practicing and building interpersonal skills. These classes are tailored to teaching real-work skills, providing examples, and allowing you to practice and apply what you learn. * Ask a friend or colleague for feedback. Those you communicate with regularly are the best to provide constructive criticism on your skill level and offer examples of how you can improve. * Find a mentor you trust and respect who can help you improve your skills. Working with someone who already excels at communication can be a great way to learn. * Observe others, especially during positive communication interactions. Learn from others and how they communicate, and be thoughtful about how the situations could be improved or how you can apply the qualities in your interactions. Note specific details like the words they use, their body language, tone of voice, and how they engage with others. * Put your phone away and avoid distractions when communicating or interacting with others. By giving them your full attention, you can stay focused and listen more attentively. * Practice. Give speeches or presentations or lead meetings at work—practice active listening with family, friends, and coworkers. Be more conversational with colleagues or even strangers you meet. Any time you have the opportunity to practice your communication skills, do so.
When it comes to having a presence on social channels, many companies make the mistake of overlooking LinkedIn. Since its launch in 2003, LinkedIn has exploded in popularity. While the focus remains highly on business and career-related content, companies often share transparent insights into how their business works. Not only is LinkedIn an asset to gaining leads and potential employees, but it's necessary for networking, digital marketing, and advertising your business. The history of LinkedIn Long before social apps like Facebook and Instagram, LinkedIn began connecting people on a business level. Even though LinkedIn is currently the only social platform in the world that is focused solely on professionalism, it creates connections that would not have been possible otherwise. Today, very few professionals do not have a LinkedIn profile, including businesses. The user base is massive, and the platform itself has seen substantial growth relatively quickly. Launching in 2003, LinkedIn had only 245 users, but by 2004, it had grown a reputation within the small business community. A partnership with American Express encouraged growth from the hundreds to the hundred thousand through 2004 and 2005. It did not take long for LinkedIn to begin to generate revenue, and with the unveiling of features such as jobs and subscriptions, the success only continued to grow. In 2006, LinkedIn launched public profiles, which meant that professionals could easily connect with others at their workplace and in their industry. In 2008, LinkedIn went global, and the platform has only grown from there. Few people are unfamiliar with LinkedIn, and the interface is exceptionally user-friendly and includes an easy-to-install app for Android and iOS users. > Today, LinkedIn networks in 200 countries and has more than 800 million members. Though it began in a living room, LinkedIn highlights the importance of making connections today, personal or professional. There are many reasons that your business must have a relevant LinkedIn page, and we'll discuss them in this guide. The importance of a LinkedIn company page When it comes to social channels, you want consumers and those in your industry or niche to feel your brand's presence. Establishing this presence can be difficult because there's no question that social platforms are inundated with content. Regardless, you want to take advantage of the audience out there for you and supply them with the information and inside look into your business they need. LinkedIn is the perfect platform to make this happen. Brand perception and reputation Few things are more important than how your past, current, and potential connections perceive your company. Without an established brand reputation, it's harder to make sales or gain an online following. Though not the original main goal of LinkedIn, it's not uncommon for the platform to bring new customers and leads to your business. Also, your professional connections must view your brand in the right light because if they trust you, they're sure to pass your information along to their friends, family, and clients. We live in a time where businesses face judgment based on their online presence, even if they have a brick-and-mortar location. You cannot ignore internet sales, and even though it's considered a professional platform, your client base has their own LinkedIn accounts, and they will search through LinkedIn to view your company. It's easy to build your brand reputation through LinkedIn because you have complete control over all editorial rights. LinkedIn allows plenty of space for updates that can contribute to your brand's reputation, including a platform in which to promote your services, products, or share brand news. In addition to letting other businesses and your customer base see what you're up to and what you can provide, you can also keep an eye on how others speak about your business. Monitoring how your business is discussed on social platforms allows you to correct any glaring issues by responding helpfully to those who have had a less than stellar experience. Reaching out directly to past customers that have a complaint is the best way to rectify it immediately. Also, other businesses and consumers will see your attempt to make things right, and they'll know that they're in good hands if they choose to work with your company. Opportunities for public relations You can't grow your brand if people don't know it exists. Granted, increasing your brand's awareness on social channels can be challenging, as industries are oversaturated, and algorithms cater to friends and family content over business content. On LinkedIn, most content is business content. LinkedIn company pages allow users to showcase announcements that may have been professional public relations announcements in the past. We know that social channels exclude the need for traditional media services to a certain extent and the perks that LinkedIn offers. LinkedIn members that choose to follow your company page will receive your updates. You can also broadcast about hires, events, successes, case studies, and company milestones! These are all fantastic public relations techniques to follow, and the LinkedIn platform makes it easy. Reaching your target markets Building a company on LinkedIn allows you to access your targeted demographic. The community on LinkedIn is global, so the potential to reach your audience, both businesses and private consumers alike, is excellent. You can use your company page to network with new business prospects while connecting and building new business relationships. LinkedIn allows for a high level of communication without meeting face-to-face, which opens the door to new opportunities. When you share a post or an update on LinkedIn, you can choose to market that post to your target audience by selecting "target audience" from the list when you publish an update. This option will allow you to choose who to share the update with, and you can target them using the following criteria: * Job function * Geography * Industry * University * Language * Seniority * Company Size When you target your content to the right audience, you can ensure that they see it and interact with it, which means they'll see more of your content in the future. It's a fantastic way to make sure your updates are in front of relevant people. Search engine optimization Google gives a lot of credit to LinkedIn and company pages, which means that having a LinkedIn page for your company is fantastic for your search engine optimization results. In short, your company page has a high probability of appearing high in Google search results, as long as you've listed under the correct and relevant search terms. When filling out the information for your LinkedIn page, you'll want to ensure that you're optimizing it to come up on Google. You can do this the same way you'd optimize your website, using search terms in the description and throughout the copy. Lead generation LinkedIn is one of the best platforms to pick up potential leads. The LinkedIn company pages allow you to use lead generation forms, which means you can pay the platform to boost the visibility of your updates with your target audience. You can include a call to action within these updates, encouraging leads to take action to reach out to you or visit your website. Most social channels offer options like this, but LinkedIn forms automatically populate for you so that you can submit them with one simple click. LinkedIn has reported three times more conversions than other major platforms that allow the same type of advertising reach. Many business owners assume that because LinkedIn is full of like-minded professionals and entrepreneurs, proud of their businesses and looking to network, they won't benefit from the competition. This is a complete misconception. LinkedIn is packed to the brim with people who want your products and services, and you just have to find them. LinkedIn analytics Analytics is a crucial component of all social channels. You need to understand who is looking at your content and why, and the analytics dashboard for your page will tell you everything you need to know. Page analytics are available on LinkedIn, and it's full of information that you can use to better cater to and reach your audience. You'll get a ton of information regarding the reach and engagement on your social shares, and you can collect insight on how you compare to your competitors. When you pay attention to the performance of the content that you're posting, you can learn what type of content works best for your brand. You'll also gain insight into what shares aren't working, and from there, alter it to fit your audience's preference. The whole point of creating content, whether it's on your LinkedIn page or inside the pages of your blog, is to connect with your audience in a way that will always resonate with them. Creating a LinkedIn page is an excellent way to reach out, and it's much easier to do than you might think. Many people stay away from creating new company pages because the process seems daunting, but the steps for making a brand page on LinkedIn are minimal. Creating your LinkedIn company page Now that you know the incredible benefits that come with creating a LinkedIn page for your company, it's time to go into a bit of detail regarding how to get started. LinkedIn has made it ridiculously easy to set up a company page like most social platforms. You need to know your personal information and the keywords you're using to target your audience, and that's about it! Familiarize yourself with LinkedIn Head over to linkedin.com [https://www.linkedin.com] and look around. The home page will give you a bit of information about LinkedIn and its brand mission, and you'll see the option to create an account. If you don't have a personal account already, this is the time to make one. It only takes a few minutes, you'll need your email address and a password, and you don't have to fill in the details, such as your biography, or upload your resume if none of that pertains to you. Once you're set up on LinkedIn, you'll move your cursor to the work tab in the top right corner of the main page of your dashboard. Next, scroll to the bottom of the box that pops up and click on the create page button, titled "Create a Company Page [https://www.linkedin.com/company/setup/new/]." Choose your business niche At this point, LinkedIn will prompt you to enter the type of business in which you'd like to create a company page. You'll choose the size, industry, and niche that best fits your business. LinkedIn offers the option to choose small, medium, or large businesses, and the industry list is extensive as they have global companies from around the world use their platform. If your niche is super specific, try to choose what fits you best. There is an option for "other," but it's best to get more detailed than that. While there are various ways for your brand page to show up in search results and LinkedIn suggestions, you'll still want to ensure that you list it under the correct category from the start. If you're undecided, don't worry, you can always go back and change it later, plus the LinkedIn customer service team is accommodating should you run into trouble updating. Company details Filling out your company details on your LinkedIn profile is crucial to attracting the right consumers and network connections to your profile page. Before filling out your company details, ensure that you've done your research and know which keywords to weave into the text. These keywords do not have to be different from those on your website, but they should be relevant to the results found in search engines that you'd expect your potential clients to type in. If you don't have a website and your business is relatively new, plenty of available keyword tools, such as KWFinder [https://kwfinder.com] and SEMRush [https://www.semrush.com], can help you get going. LinkedIn allows members to link to their website and other social channels, so if you have a presence on a different platform, make sure you link it. You'll want to make your profile as detailed as possible, so your visitors know what to expect from you and your business. The clearer and more descriptive you are, the more likely it will be that you'll attract the right demographic to your page. Again, you can always go back and change this information, so if you're not as prepared as you'd like to be, you can still fill out the basic information about your company on your LinkedIn page. Verification LinkedIn will not let you move forward in the page creation process if you don't check the verification box after filling out your details. The app will ask you to verify that all of the information you've entered is correct, so read back through it and ensure that you've supplied your visitors with everything you want them to know. Once you've completed this process, check the verification box and go on from there. This check will affirm that you have the authority to create and take ownership of your new page. Officially launch your page Check your details one last time and click "Create Page." LinkedIn will officially create your company page, and you can move forward to tailor your page and offer even more details to your new connections. When you click on "Start Building Your Page," you can upload your logo and add a much more detailed description, which is another fantastic place to take advantage of search engine optimization. After you publish your page, you'll want to make sure that you add your location details, as this is huge for search engine results. Google loves to supply local users with your business's location, which is fantastic for SEO, especially if you've got an actual store instead of a virtual-only situation. Personalizing your company page In the days and weeks that follow your page creation, you'll want to personalize it to your brand as much as possible. Post, share, comment on relative content in your brand voice, and put yourself out there. Begin to make connections and shine up your page, adding showcase pages and perfecting your message. Remember, even though LinkedIn operates on a concept of professional connections, you have to let your audience see your business's human, personal side. Consumers are no longer interested in the cold face that brands put on, and they want to see the people behind the brand. Transparent content that shows behind-the-scenes information is imperative to this message, and you can unfold the type of content you'd like to post as your page grows. Things may change over time, which is entirely okay if you stay authentic and accommodating. Promoting your business on LinkedIn LinkedIn offers the option to choose paid promotions through them, or you can promote for free by utilizing a few tricks to get your business in front of your desired demographic. Optimize, optimize, optimize Optimize your profile as much as you possibly can. Don't overstuff your keywords but look for ways to work in keywords and post content that resonates with your audience whenever possible. The type of business you want to promote on LinkedIn is irrelevant. Don't optimize your business page only, do your personal profile too! The results will be well worth the time. High-quality content You can't promote your business if you don't have anything to promote, and this is where high-quality content comes into play. Articles and posts that show the inner workings of your business and that relate to your industry as a whole are a fantastic way to bring in views, comments, and shares. Like most social platforms, the more views your LinkedIn company page receives, the more it will appear in relevant newsfeeds and algorithms. When followers interact with your page, they'll see your content more often, so make sure you're giving them the content they want to see. The internet is currently overwhelmed with content, so yours has to be engaging and exciting. The best way to do this is by remaining authentic. Utilize videos Most of the world prefers to consume content in videos, clips, stories, and reels. LinkedIn allows its members to post videos for followers to provide a first-hand account of what is happening and your latest business news. You can quickly post a video of yourself introducing yourself or talking a bit about operations. Put yourself in your followers' shoes and try to remain as true to yourself as possible. Remember, they want to see what you're all about, not a copy of others. The more engaging the content, the more visibility your page will receive. LinkedIn groups You can advertise your business for free by getting active within LinkedIn groups. Similar to Facebook groups, LinkedIn offers the group feature as a place for like-minded individuals to gather from within an industry or business niche. LinkedIn groups are a fantastic way to network and meet other professionals and market your brand in many cases. The whole point of social channels is to build a network of people that will move your career or company forward in a positive light. LinkedIn makes this more than possible, and the overall professionalism of the platform is refreshing from others that don't prioritize building business owners up. Success with a LinkedIn company page Most businesses that create and adequately maintain their LinkedIn company page see great success. There are so many opportunities on LinkedIn to connect with those that can help you market your business, as well as similar business owners that can and will happily answer your questions. Business owners are consumers, too, so don't forget that a presence on LinkedIn opens the door to many opportunities to build leads and create conversions. If you haven't considered making a LinkedIn company page for your brand, now is the time to get started. Not only will it boost your brand visibility, but it can open up a whole new world of business connections for you.
YouTube [https://youtube.com], which has more than two billion logged-in monthly users [https://influencermarketinghub.com/youtube-stats/], is the world’s second-most visited website (only behind Google). It’s also the world’s second-most used social platform. More than one billion hours of video are watched on YouTube each day. Specific to businesses, 70% of viewers bought from a brand after seeing it on YouTube. If you want to increase your brand awareness, engagement from current customers, and lead generation/sales, creating content on YouTube is an excellent addition to your social media marketing strategy. YouTube viewers are highly engaged, searching for answers and entertainment, and willing to trust brands who are there for them in their time of need. YouTube makes creating a channel for your small business easy, and it can be done in a few steps. The important part is following through with your content. Here is more information about setting up your channel and tips for maintaining it. 3 steps for creating a YouTube channel When it comes to actually creating a YouTube channel for your business, there are only three relatively simple steps: 1. Create a personal YouTube channel 2. Create a business channel 3. Customize your channel Create a personal YouTube channel To create a business YouTube channel, you must have a personal channel. And to do that, you must have a Google account [https://www.google.com/account/about/]. If you’ve signed into apps like Gmail, Blogger, Maps, or YouTube, you have a Google Account. If you don’t have a Google account, you must create one [https://support.google.com/accounts/answer/27441?hl=en] to sign in to YouTube. It’s recommended not to use your personal account but a separate Google account just for your business. Once your Gmail account is ready, create a YouTube account by: 1. Sign in to YouTube [https://www.youtube.com/account] 2. Click your profile picture from the top right corner of the screen then select Create a Channel 3. Provide your info and confirm to create your personal channel Create a business YouTube channel Once you have a personal channel created, you can create a business channel: 1. Sign in to YouTube and click your profile picture from the top right corner of the screen then select Settings 2. From the Account tab which will be selected by default, you'll see your existing personal channel, and an option to “create a channel” 3. Click on "create a channel", then type your channel name, agree to YouTube’s terms, and click “Create” This creates your new Brand Account [https://support.google.com/accounts/answer/7001996]. If you want to add another person as a channel manager, go to Settings > Add or remove managers. Customize your YouTube channel Once your business YouTube channel is created, you’ll need to customize it. There are essentially four parts to focus on: * Profile image: This is where you’ll want to put your company logo or an image that’s associated with your brand. Hover over the channel icon placeholder and click the pencil “edit” icon that appears, then upload an image that’s 800 X 800 px. * Cover photo: This is the large banner that displays your channel name and is a great way for you to further introduce your brand. You can make the image whatever you like, but it should be something associated with your brand. It’s recommended to use a photo that’s 2560 X 1440 px with a max file size of 4MB. To upload, click the “add channel art” button. * About section/channel description: You can add any information here about your brand, including a channel description, business email address, and links to your website or social channels. Keep it short and sweet but explain who your brand is and what you do. * Channel trailer: This quick video is another great introduction to your channel for new visitors. Talk about who you are, what your business does, and what kind of content you’ll be sharing. This preview of your channel can allow visitors to learn more and encourage them to subscribe. How to maintain your YouTube channel Just creating a YouTube channel isn’t enough. You’ll need to maintain consistency and upload strong content created for your specific audience in order for your channel to work with your marketing strategy. Here are seven tips for maintaining your YouTube channel: Set channel goals What was the purpose for setting up a YouTube channel? Was it to enhance your marketing strategy? Share your content in a different format? Increase leads or sales? Grow a subscriber base for email marketing purposes? Whatever the reason, you should have clear, outlined goals for your business channel. Otherwise, there will be no strategy behind what you post, when, and for whom, and your content won’t be successful. Integrate your channel All of your presence online should link together. For example: * You should have a link to your YouTube channel on your brand’s website. * You should share videos you post on YouTube on your blog and other social media channels. * You can use the subscriber list for your channel to send marketing or lead nurturing emails. The more you share your channel, the more exposure you get and the more viewers you’ll have on your content. Know your audience Before you can create any content, you need to have a deep understanding of your audience. Knowing who your current and desired customers are can help ensure you’re creating content they will view and engage with and will inform the type of content you’ll create in the future. Think about their needs and wants. What are their challenges? How does your product or brand fit into their life? What can you provide to them that will make their life easier? For example, perhaps you should create video tutorials on how to use your product. Or you can film customer testimonials. Go behind the scenes in your office, or interview key leaders about the relevance of your brand. Whatever your content is, it should resonate with your viewers and be aimed at your brand’s target demographic. Upload your first video Now that you’ve created a channel, have set channel goals, and know your audience, it’s time to create your first video. It may take practice and a few takes, but once you’re finished filming and editing, you can upload your video to your channel. Once uploaded, there are still a few things you need to do to optimize your video for search and make it easier for your customers to find. First, be sure to fill in a title, description, and tags for the video. Similar to search engine optimization (SEO) for your website, these should include keywords and a brief overview of the video. You should also use keywords in the video file name. This makes the video more easily discoverable and helps it to rank higher when a visitor is searching. Next, customize your thumbnail image. This image is the first thing that grabs people’s attention when they see your video in a search, and a strong image can lead to higher clicks and watch time. Make the image something that makes your video stand out. You can either use a clip from the video or create a custom thumbnail. Finally, add subtitles and closed captions, or add a video transcript to the description. This feature is for those who can’t hear or understand the video language or audio, such as if they are watching it with their sound turned off, or they are deaf. This also helps the video be picked up by other search engines, similar to how a website or blog post would, increasing the chances of your video being viewed. Create a content calendar Consistency is key, so if you create a YouTube channel and never upload videos, the channel won’t be successful. It will take time and effort to consistently create and upload content for your viewers, but developing a content calendar and planning ahead of time will help ensure you’re staying up with demand. If you can, record and edit more than one video at a time so you can release them throughout the weeks or months. While you don’t have to be an expert at filming or editing, each video, and its content should reflect your brand and have a purpose for your subscribers. Aim for posting one video a week if that’s not feasible, post at least twice per month. Engage A great way to build trust on all social channels is to engage with your viewers: * Reply to comments * Ask questions in your videos and encourage answers in the comments * Give the viewers content they are asking for Analyze YouTube provides analytics [https://support.google.com/youtube/answer/9002587?hl=en] that helps you better understand your video and channel performance. Key metrics it reports on include: * Views * Watch time * Subscriber count * Estimated revenue * Typical performance * Top videos * Reach (including traffic source types, impressions, search) * Audience metrics (including returning and new viewers, unique viewers, total members, etc.) You can learn a lot from the analytics reports, including who your audience is, what they are watching, and how engaged they are. Using these metrics, you can alter your content to ensure it’s keeping subscribers engaged.
We are constantly communicating. For example, the average professional spends about 28% of their work day [https://hbr.org/2019/01/how-to-spend-way-less-time-on-email-every-day] reading and answering email, checking email 15 times per day or more. It’s estimated that executives can be in meetings for up to 23 hours per week [https://www.inc.com/david-finkel/we-are-not-meant-to-sit-in-zoom-meetings-for-hours-at-a-time.html] . In 2020, Microsoft Teams reached 115 million daily active users [https://www.microsoft.com/en-us/microsoft-365/blog/2020/10/28/microsoft-teams-reaches-115-million-dau-plus-a-new-daily-collaboration-minutes-metric-for-microsoft-365/] , sending millions of chats per day. Between the communications we consume and the messages we share ourselves, it seems we are sometimes on communication overload. The question is, how effective are those communications? Are they always understood? Do they meet the goal of the message? Do they help improve and maintain relationships, or the opposite? Interpersonal communication skills are a critical part of daily life. Here is more information about what those skills are, why they are important for the workplace, and how to improve them. What is interpersonal communication? Simply put, interpersonal communication is communication between people. There are essentially three forms of interpersonal communication: verbal, written, or non-verbal. * Verbal communication: The use of spoken words to convey a verbal message. Examples include a conversation, speech or presentation, or talking over the phone. * Written communication: Sending messages, instructions, or details in written form, such as letters, emails, reports, manuals, memos, etc. * Non-verbal communication: Includes facial expressions, gestures, body language, touch, and even appearance. The way you listen, look, move, and react can say something. If a person has strong interpersonal communication skills, they are likely to be effective at communicating points, messages, feelings, and thoughts to others. Not only is this important in daily interactions with family, friends, and even strangers, it’s also an essential skill in the workplace. Examples of interpersonal skills These are some examples of skills that are important in the workplace and help ensure the success of employees, their colleagues, and the business as a whole: > Active listening · Verbal communication · Written communication · Business etiquette · Adaptability · Flexibility · Willingness to change · Lifelong learner · Honest · Ethical · Personable · Empathetic · Positive · Optimistic · Encouraging · Professional · Accountable · Reliable · Resourceful · Team player · Supportive · Collaborative · Hard working · Motivated If you’re applying or interviewing for a job, using some of these words on your resume or cover letter can help show the hiring manager you have strong interpersonal skills and can be successful at their organization. Elements of interpersonal communication So, what does it mean to be an effective communicator? In theory, there are a few elements of interpersonal communication that help ensure this: People There needs to be at least two people to have effective communication - the communicator and the receiver of the message. Knowing how many people will be receiving the message can help the communicator create a message that reaches everyone. Message Regardless of how you communicate your message, whether verbally, in an email, or through body language and gestures, there needs to be something you’re trying to communicate. Noise Noise is anything that interferes with this message, keeping it from being understood by the receiver or causing it to be inaccurate. It could be physical, such as music or a TV, or psychological, like the receiver being distracted. It could also be something the sender does, including too much jargon or language barriers. The communicator should try to eliminate as much noise as possible. Channel This is how the communication actually occurs. It’s important to communicate on a channel that will resonate with or reach your audience. Examples include face-to-face, emails, social media, internet web pages, smartphones, newspapers, or others. Context Have you ever read an email or text message and misunderstood what the person was saying or how they were saying it? Context is how the message is interpreted, and strong interpersonal communication skills can help ensure the message is interpreted the way you intended, especially if sent via written channels. Feedback This is the response to the message. If there is none, the communication was not effective. If the receiver gets the message, that’s positive feedback. Most communications should be open to receiving feedback, either in the form of a brainstorm, answers to questions, or conversation. Why interpersonal communication is key in the workplace Having strong interpersonal communication skills is key to a company’s success, as well as for your own success, development, and productivity. Effective interpersonal communication can make the following easier: Solving problems When you’re able to communicate and discuss problems, brainstorm, listen to ideas and respect other peoples’ views, coming up with and implementing solutions becomes more effective and easier. Conflict resolution In addition to solving problems, those with effective interpersonal communication skills are able to resolve conflicts between themselves and colleagues quickly and efficiently, without causing more problems. Meeting business goals When leaders and managers can communicate effectively and efficiently, employees will likely feel they have clear direction and goals to help them accomplish their tasks. Aligning employees with the company’s mission and goals, and ensuring they have the tools to get there, can help prevent them from feeling frustrated, disconnected, or overwhelmed. Transparency Lack of transparency can also lead to frustration and disconnect with employees. When a leader or manager uses good interpersonal communication skills, they can improve trust in the workplace, as well as overall business communication. Openness to change Change can be scary, especially for employees who have been with the company or in a role for an extended period of time. When leaders can communicate effectively and ensure employees understand the change, they may feel more supported and aligned with the organization’s needs. Improving culture Interpersonal communication can help improve relationships between colleagues, which helps ensure an organization has a strong company culture. The workplace becomes more positive and supportive instead of negative or overridden with conflict. In turn, this supports employee productivity and satisfaction. Avoiding miscommunication The more effectively you’re able to communicate, the less likely it is that your employees will misunderstand or believe or spread gossip or rumors. A leader’s verbal, written, and non-verbal communication skills all play a role in communicating successfully. Building relationships Communication can be powerful and can lead to meaningful and personal relationships within the workplace. Not only is this important for leaders and their teams, but also for colleagues. Healthy relationships can make employees more productive and help them work better together. Effective management and leadership To be an effective and successful leader, you must have interpersonal communication skills. You’ll be expected to help your team solve problems, meet goals, and communicate properly. You’ll also be responsible for fostering a positive and transparent culture with your team. The ability to speak and write well can help make this easier. Career development Communication skills are often listed as a key skill to have when applying for a job or promotion. If you seek to advance your career, these skills are necessary. > With about 27% of the U.S. workforce [https://smallbiztrends.com/2021/11/remote-work-statistics.html] today working remotely, interpersonal communications skills are more important than ever before. And it’s estimated that more than 36 million Americans will be remote by 2025, so this trend will continue to grow. Being able to communicate and be productive through technology, such as video conferencing, phone calls, emails, and online chat, helps ensure success with remote teams. Generally, those with strong communication skills often make effective leaders and managers. They can be trusted to have positive outcomes at work, are pleasant to work with, and maintain relationships with colleagues. They also know how to motivate people while also encouraging success. This not only makes you a more likable person in the workplace, but also more appealing as a new hire. How to improve communication in the workplace You don’t have to be a leader or manager to help encourage improved communication with your colleagues. The more effective you are at communicating, the more successful you will all be. If there’s room for improvement, there are a few things you can do to overcome those weaknesses and better the situation: Know your audience Not everyone communicates the same, and not everyone can be communicated to in the same way. For example, some team members may be very direct, while others may be timider. Some focus on relationships and culture, while others are focused on outcomes and goals. It’s important that your message is understood, so knowing how to share that message with those on your team can ensure it’s effectively shared. Check your body language When you’re having a conversation, the receiver is likely watching your face and body language. This is especially true on video conferencing when you can only see the person’s face. Sit or stand with good posture, uncross your arms, and make eye contact. While someone is speaking, occasionally nod your head to show you’re engaged and listening. Meet Meeting with your team on a regular basis can help ensure transparency and foster a culture where employees feel they can openly communicate with each other and with you. You should also meet 1:1 with others when possible to give them an opportunity to speak with you. Give feedback When possible, give positive feedback (both verbally and written) to your team. Encourage them when they are doing well and meeting goals. And when providing criticism or negative feedback, do so in a constructive way. When possible, make it a private conversation. Do not criticize, but instead offer suggestions for how to improve next time. Take notes and send recaps When in meetings or talking with someone else, take notes on what was discussed. Be sure to include next steps and timelines or deadlines when possible. Then, share this information via email so it’s documented and all parties involved have the same information. Train If you can, schedule communication training sessions. Bring in an expert to help your team learn how to communicate effectively and improve their skills. Overall, it’s important to regularly ask yourself these questions related to your communication: 1. Who do you perceive yourself to be? 2. How do others perceive you? 3. How do you want others to perceive you, if #1 and #2 differ? Knowing how you perceive yourself and want to be perceived, as well as how others perceive you, can help point you in the direction of improving your communication and reaching your communication goals.
Social media is all the buzz nowadays, and if you aren't tracking your efforts, you may be missing out. With over 57% of the world's population on social media [https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/] , it's important that you are staying consistent with your social media efforts and doing everything in your power to track your campaigns. You can do so by analyzing your key performance indicators (or KPIs). By keeping tabs on your KPIs, you can seamlessly track what's working and well and what's not. This can lead you to create better content in the future that will lead you closer and closer to your business goals! So, what exactly should you be measuring? To help you navigate the social media metrics world, we've put together a list of the social media KPIs you need to be measuring (especially if you aren't already). Let’s dive into. Share of voice Share of Voice [https://www.searchenginejournal.com/share-of-voice/359752/] is a metric that shows how popular your social media presence is compared to the competition. This metric is arguably one of the most important metrics to measure because it will give you further details on why other brands may be more popular than yours. Share of Voice can also help you with brand management, campaign tracking, consumer insights, and public relations. Reach Total reach tells you how many unique people you've reached with your posts in a given period of time. It's a great way to see if your audience has grown or declined. Something to take note of is the fact that your total reach will fluctuate on a daily, weekly, and monthly basis depending on the type of content you post and when you post it. While reach doesn't take into account how many of those people actually interact with your content, it's a great way to measure the size of your audience and see how it changes over time. For example, if you're posting between 2-4 AM and only 30 people see your content, that means there's a problem with the timing of your posts. You may want to take a look at your analytics in the backend to choose a more optimal time to post on social media for your target audience. Here is the formula to follow in order to capture total reach: > Reach = (unique pageviews/valuable impressions) x 100% Engagement rate For any brand or business, social media is where conversations and engagement take place. It's a great place to listen to what your audience is saying about you and your products — as well as engage with them. So, what is engagement rate? Engagement rate is the number of times you receive likes, retweets, comments, and mentions divided by total reach. Engagement rate reveals how much engagement each post receives in relation to your overall reach. For example, let's say you publish a blog post on Facebook that gets 100 impressions (people who see it in their feed). Out of those 100 people, 45 like it, 5 comment on it, and 2 share it on their feed. That means that out of the total reach of 100 people, 52% engaged with your post (45 likes, 5 comments, 2 shares), which translates into an engagement rate of 52%. Not too shabby! Here is the breakdown of the formula: > Engagement rate: (amount of engagement/total reach) x 100% Number of followers The number of followers you have is what we marketers like to call a "vanity metric [https://www.tableau.com/learn/articles/vanity-metrics]" (or a metric that looks good on paper but may not be the best indicator of your social media’s health). Your number of followers will populate at the top of your social media account page to show you how many people are following along with your content. Although follower count is a vanity metric, you shouldn't ignore your follower count completely. There are still some good reasons to keep watch over your followers. For instance, having a following can contribute to an increase in brand awareness and overall sales. You can also analyze your current following to compile essential demographic and psychographic information to make better content to delight your existing follower base for the future. Shares Have you ever heard of the phrase "sharing is caring"? Well, it really is in the world of marketing. Every time someone on social media shares your content, social media algorithms recognize that share. The algorithm then will continually showcase your content to more and more people online! Pro tip: Shares can also be an indicator to help you decide what kind of content your audience enjoys the most. You can then tweak that specific piece of content to make more social media posts like it! Impressions Another KPI to track is impressions. Although impressions don’t always translate to direct sales, impressions are still important to look at nonetheless. Impressions are the number of times your post was shown to users. Impressions do not take into account whether the user engaged with the post, but it will show you if the algorithm is starting to showcase your posts more or not. The higher your impressions, the more likely your content will be shown to a person who may have never heard of your brand before. You can view your impressions in free tools like Google Analytics [https://analytics.withgoogle.com] to help you get a holistic view of your campaigns. Click-through rate Click-through rate (or CTR) is where the money is — quite literally. Click-through rate refers to the number of times a post has been clicked on in comparison to the total number of people who have seen that specific post. The goal of your social media campaigns should always lead a user back to a certain action like purchasing from a link in your bio, clicking on your landing page, showcasing your brand, or educating viewers on your products or services. The higher your CTR, the more likely that specific user is considering purchasing from your company. Watch time As the name sounds, watch time is a key performance indicator (KPI) for social media that measures the average amount of time an audience member spends watching your content. The total watch time on your social media channels can be a great way to assess the effectiveness of your video marketing strategy and analyze the success of individual videos. Pro tip: The longer your videos keep people engaged, the more views and shares they are likely to generate. Cost-per-click Cost-per-click (CPC) is an important metric to measure if you are running advertisements on social media platforms. In short, CPC is the amount you pay every time someone clicks on an ad. If you're using TikTok Ads or Facebook Ads, your CPC would be the amount that it costs you every time someone clicks on that specific social ad. The goal of your social media managers would be to lower your CPC while ensuring that your ads are driving revenue. Likes It's not new news to anyone that social media is a major part of many marketing strategies. It's not enough to just build a Facebook page and wait for customers to come knocking; you have to closely monitor your social media channels to see what content resonates with your audience and how you can better connect with them. One way to better assess the success of your individual posts is to track how many "likes" or "reactions" your post has. When your audience interacts with your content, social media algorithms will be more likely to showcase your post more frequently in your audience's feed. Conclusion In the end, it's up to you and your organization to decide which KPIs you need to analyze the most. If you are focusing on gaining traction with short-form video in 2022, watch time may be a critical KPI for your marketing team to analyze as opposed to "retweets." Or, let's say you want to focus on Facebook Groups this upcoming year; you may be more interested in getting engagement on posts within the Facebook group instead of how many likes you are receiving on one post via your regular Facebook page. All in all, our hope is that you get into the habit of measuring your efforts so you can improve them over time. You may be surprised by what you find!
Different people read at different levels, and if you want to make your blog as engaging and as readable as possible, you need to cater to that. Generally, it's best to keep things as simple as possible because while more advanced readers can read basic text, the opposite doesn't hold true. Creating readable content is a solid idea because even when you’re optimizing for SEO, you still need to bear in mind that the goal is to bring in human readers. Search engines also look at engagement metrics such as how long people spend on your website before they navigate away. As you can imagine, if you don’t use shorter sentences and your blog posts are difficult to read, people are going to navigate away and look elsewhere. And so, with all of that in mind, let’s take a closer look at why readability is important and how Flesch-Kincaid tests can help you. Why readability is important Readability is important because everyone is at a different reading level. If you want to produce blog posts that everyone can enjoy, you need to cater to the lowest common denominator. It’s also important because not everyone who consumes English language content speaks English as their first language, which means that getting a decent readability score can also help you cater to international visitors. Your goal should be to make sure that your website can cater to as many different types of visitors as possible, so checking your Flesch reading ease score makes sense. It's worth mentioning here that your best bet is to carry out a Flesch reading ease test from the beginning. If you're about to start blogging, it might be best to make it a standard part of your approach to content creation. It's easier to do it from the start than having to go back and change it all at a later date. The good news is that there are many free readability tools that can help you get an idea of how easy your content is to consume. These will normally give you some tips that you can follow to make your writing more readable, and a good way to make your writing easy to understand is to avoid using long sentences or words with a lot of syllables. How to use the Flesch-Kincaid tests The Flesch Kincaid tests help you understand how difficult a piece of text is for people to read. There are two different types of tests, one that looks specifically at how easy something is to read and one that looks at the level of education required to understand it. The test arrives at its conclusion by looking at two key factors: the number of words per sentence and the length of the words within those sentences. The tests were originally created by Rudolf Flesch, and he later refined them with the help of J. Peter Kincaid. These days, the test is often used to ensure that important documents like technical manuals, official forms, and insurance policies are easy for people to read and understand. In fact, it’s so widely used that it’s bundled in with a bunch of the world’s most well-known and widely-used word processing software, including Microsoft Word. The concept is simple to understand, and the good news is that it’s so simple that an algorithm can do the job just as well as – if not better than – a human. There are plenty of online tools out there that can help you out, such as this one which will allow you to copy and paste your content and check its readability.
Zapier [https://zapier.com/?utm_source=partner_socialweaver&utm_medium=website&utm_campaign=socialweaver] is a powerful automation platform that sits between different web apps and services. It allows them to communicate and pass data from one to another. Today, we're excited to announce that our platform fully integrates with Zapier and its library of over 3,000 apps. Not only that, with this new integration, you can create multi-step workflows that allow you to automate more parts of your social media marketing. An easy example would be automatically importing content from different sources such as WordPress or Reddit into your SocialWeaver content library. Workflows within Zapier are called Zaps. They consist of a trigger, which tells it to fire off in the first place, and one or more actions that the trigger will perform. There's also no need for you to know how to code. Zaps are easy to create and take a minute or two to set up. Once a Zap is created, it will keep running in the background until you tell it to stop. It's easy to get started with Zapier, and you can sign up for a free account that will allow you to carry out 100 tasks per month. Integrating Zapier with SocialWeaver Integrating Zapier with SocialWeaver is pretty straightforward, but you're also going to need to create some Zaps if you want that integration to actually do anything. We've written about using Zapier to import content from RSS feeds and from Subreddits in our help center, and so you can check out those articles for more information, but we'll also do our best to summarize for you below. Here's how to integrate Zapier with SocialWeaver: 1. Log in to your Zapier account (or create a new account [https://zapier.com/sign-up/?utm_source=partner_socialweaver&utm_medium=website&utm_campaign=socialweaver] if needed). 2. Click "My Apps" in the left hand menu bar. 3. Click the blue "Add connection" button, search for SocialWeaver and click on it. 4. Sign in to SocialWeaver to provide Zapier with access. With that done, you've officially integrated Zapier with SocialWeaver, but you'll still need to create your first Zap to put the new integration to good use. We have several ready-to-use Zap templates [https://zapier.com/apps/socialweaver/integrations] for various services to help you get started. Why you should take the time to do it This one is pretty much a no-brainer. Integrating Zapier with SocialWeaver and setting up some Zaps will allow you to save a huge amount of time and to set up workflows that will be triggered around the clock, even if you’re not at your machine or you’re asleep. If you want to get as much use as you can from SocialWeaver, you’ll want to develop a comprehensive content library that you can dip into as needed. Zapier can help you do that by carrying out a lot of the content curation on your behalf. There’s also the fact that Zapier integrates with literally thousands of apps and services, and so the sky is pretty much the limit. There’s plenty of room for creativity, and you’ll be able to use the integrations on offer to hook SocialWeaver up with pretty much any platform that you want to, instead of just sticking with the core services that we support.
If you’ve spent any amount of time in the marketing industry, you’ve probably heard of UTM parameters. Marketers swear by them, and with good reason – but what exactly are they? “TM” stands for “tracking module,” and you might think that the “U” stands for “universal.” In fact, the full acronym stands for “Urchin Tracking Module,” with Urchin being the name of an analytical company that Google acquired back in 2005. It was the acquisition of Urchin that eventually led to the creation of Google Analytics [https://analytics.google.com]. What are UTM parameters? UTM parameters are essentially little tags that can be added to the end of a URL to gather more information on the way that people are accessing and using your website. When you combine UTM parameters with Google Analytics, Kissmetrics [https://www.kissmetrics.io], and other analytical tools, you can find out much more about your marketing campaigns. For example, you could see that visitors clicked on a link from an email newsletter that went out in November 2021 to promote your Black Friday sale. You could then look specifically at what these visitors did, such as whether they went on to make a purchase or whether they redeemed one of your discount codes. Of course, as with most good things, there’s also a downside, which in this case is that they make your links longer and much less aesthetically pleasing. That’s why a lot of marketers combine links using UTM parameters with URL shorteners. If you were creating a link with UTM parameters to track email traffic from your flash sale campaign and were sending out three different emails, you might end up with a link that looked a little something like this: https://www.example.com/?utm_source=email_three&utm_medium=email&utm_campaign=flash_sale . You’re probably starting to see why it can be a good idea to run those links through a URL shortener. The good news is that most people don’t actually look at the address bar after they’ve clicked on a link, and so the average browser doesn’t even notice. Now that you know to look out for them though, you’ll see them everywhere. Why use UTM parameters There are a lot of great reasons to use UTM parameters. Let’s say that you’re running a Christmas campaign, and it’s generating a good amount of revenue, but you want to see which social media channels are sending you the best customers, or you want to compare email marketing versus pay-per-click. UTM parameters help you track the performance of individual marketing programs, campaigns, and channels, providing precise data on conversions and conversion rates. It makes your reporting much more accurate. You can even start calculating the exact amount of money it will cost you to acquire a new customer. At a more granular level, UTM parameters can help you see success on a post-by-post or ad-by-ad basis. You can run A/B tests, track influencer marketing campaigns by providing tailored links to each influencer and ultimately get a much better idea of what’s going on across your marketing channels. UTM parameters list When you’re using UTM parameters, there are three values that are required: source, medium, and campaign. Let’s take a look at those first. utm_source is designed to help you understand where your traffic is coming from, such as a banner ad or a social media post. For example: * utm_source=facebook for social posts and advertisements on Facebook. * utm_source=signature for links in email signatures. * utm_source=gdn for links in display advertisements on Google’s display network. utm_medium is the broadest and is used to categorize the communication medium that’s being used. For example: * utm_medium=social for all social networking traffic. * utm_medium=email for all email traffic. * utm_medium=cpc for all cost-per-click advertisements. utm_campaign refers to the specific campaign that’s being run and will change the most often of the three required parameters. For example: * utm_campaign=winterclothes for all activities promoting your winter clothes. * utm_campaign=blackfriday for all activities promoting your Black Friday sale. * utm_campaign=onboarding for all onboarding activities for new customers. Even though the parameters below are optional, it’s still a good idea to use them because it will help provide you with some additional info on how people are using your website and interacting with your content. utm_term is designed to help you understand which keywords attract your visitors. Most people use this parameter to track the keywords they’re paying for in their Google ads, but you can also use it to tag keywords in your calls-to-action. For example: * utm_term=metallica_tshirt to tag paid search campaigns for Metallica t-shirts. * utm_term=download to tag calls-to-action pushing people to download some content. utm_content is designed to provide further context on the content you’re linking to, but it can also be used to track any other information. It’s often used for A/B testing or differentiating between buttons and images. * utm_content=variant_one to tag the first variant in one of your A/B tests. * utm_content=button to tag a link that is attached to a button. Tips for using UTM parameters There’s an art and a science to using UTM parameters, and perhaps the most important thing is to make sure that they’re consistent. This is easy enough to do if you’re the only member of your team that’s using them, but if it’s a department-wide effort, then you’ll want to make sure that you’ve created a set of guidelines. The goal here is to make sure that the data you receive is as easy to read and understand as possible, which is why consistency is key. If one person uses “email” and one uses “email marketing,” the data will be split into two different categories. UTMs are case sensitive too, so consider always using lower case to avoid that being a problem. You should also avoid using UTM tags on internal links across your website because that can mess with your tracking and cause more problems than it solves. And while we’re on the subject of problems, be sure to check your analytics regularly to spot any inconsistent or mistyped UTM codes so that you can fix them before they throw all of your reports out. Of course, if you’re struggling to wrap your head around UTM parameters, help is available. There’s no shortage of tools out there designed to help you create links that use UTM parameters, including one from Google [https://support.google.com/analytics/answer/1033863#zippy=%2Cin-this-article]. SocialWeaver has got you covered, too. If you use our platform to manage your social media marketing campaigns, you can take advantage of our URL builder. It allows you to add UTM tracking to any links that you share from within the composer, and it integrates with Bitly [https://www.socialweaver.com/blog/introducing-bitly-and-socialweaver-integration] so that you can shorten the links before publishing. So if you haven’t already, why not give SocialWeaver a try [https://app.socialweaver.com/auth/register?planType=Free]? No credit card needed to get started.
Bitly [https://bitly.com] is one of the web's most popular URL shortening services, and there's a good reason for its popularity. It has a lot of functionality, and it also integrates with a bunch of different services, including SocialWeaver. Available via a web interface, a smartphone app, or a Google Chrome plugin, Bitly allows you to insert a link and turn it into a shorter URL. This can be super useful for social media marketing because there are often character limits that you need to work within. It can also tidy up your posts and make them look more aesthetically pleasing when you post them. There are other advantages too. It can help out when you're using tracking codes (UTM), which can make your URLs longer and even more unwieldy. Bitly also offers the ability to customize your URL, which is great for branding and helps to give people an idea of where the link will take them before they click it. But perhaps best of all is that Bitly also offers comprehensive tracking, so you can view important information such as where the link is receiving clicks and when those clicks are happening. It suddenly takes links from being business as usual to becoming some of the most powerful tools that you have in your arsenal. Integrating Bitly with SocialWeaver And so, by now, you should have a pretty good idea why we're integrating Bitly with SocialWeaver [https://www.socialweaver.com/integrations/bitly]. Your next question is likely to be, how do I get started? We've written a guide in our help center that you can take a look at to get started. The process is summarized below: 1. Create a Bitly account [https://bitly.com/a/sign_up] if you don't have one already. You can start for free. 2. Sign in [https://app.socialweaver.com/auth/login] to your SocialWeaver account. 3. Click on your profile image in the left-hand menu and then select "Settings ". 4. Select "Integrations" under the "Workspace" menu. 5. Click on Bitly and then select the blue "Connect with Bitly" button. 6. You'll be prompted to log in with Bitly and authorize SocialWeaver to access your account. Click the blue "Allow" button. 7. Bitly will be connected to your SocialWeaver account, and you'll be redirected back to the Integrations page. It's as simple as that! Once you've finished this process, your Bitly account will be connected to your SocialWeaver account, and you'll start to see a new " Shorten" button in the composer whenever you add a link to it. Once you've finished this process, your Bitly account will be connected to your SocialWeaver account, and you'll start to see a new "Shorten" button in the composer whenever you add a link to it.It is worth mentioning that our Bitly integration supports custom domains and groups. You can select the default shortening domain from the Bitly integration page under Settings. You can also pick the shortening domain from the composer when you'd like to use something other than the default. Why you should take the time to do it We've already covered some of the advantages of using Bitly, and all of these still apply when you're using it from within SocialWeaver. Given that it will only take you a couple of minutes to walk through the six steps that are required to set up the integration, it's a time investment that will pay dividends every time you compose updates from SocialWeaver. But there's another great reason to do this, and it comes back to what we were saying about the tracking codes that marketers often add to their URLs. It can allow you to track all sorts of useful information, such as the campaign that you're running or the social networking site that you're sharing them on. The most commonly used tracking parameters are: * URL: The core part of the link before any tracking information is added. * Campaign Source: The referrer (e.g., Google, Twitter, newsletter) * Campaign Medium: The referring medium (e.g., social, PPC, banner ads) * Campaign Name: The name of the campaign (e.g., Christmas, Thanksgiving, UGC) SocialWeaver allows you to add tracking parameters to your links from within the interface when using the composer, so it's a good idea to take advantage of that. But you might be wondering what all of this has to do with Bitly. It's simple: once you've integrated Bitly with your SocialWeaver account, you can add tracking information to your links and then shorten the URL with Bitly, all from a single interface. The result is aesthetically-pleasing links for your social media updates which also include two layers of analytical tracking, from both the tracking parameters and Bitly.
Employee advocacy is a hot topic in the marketing community at the moment, but a lot of people seem to misunderstand what employee advocacy is and why it’s important. That’s why we’ve written this article. Done well, employee advocacy can help you to maximize your reach and engagement by empowering employees to share content. But what exactly is employee advocacy, and why should you care? Let’s dive in and take a look. What is Employee Advocacy? Employee advocacy is all about empowering your employees to share smart, quality content through their social networks. It’s still a relatively new concept, but sophisticated organizations understand that if they make it easy for employees to share content, it can have a huge impact. That’s because, on average, employee networks have 10x more connections than a company has followers. And according to the Edelman Trust Barometer, people are three times more likely to trust company information that’s shared by an employee than when it’s shared by the CEO. Click-through rates increase when content is shared by individuals, too. When done well, employee advocacy helps everyone. Companies can boost brand awareness, generate leads and attract top talent, while employees can build their professional reputations, grow their networks, and become more engaged with your company. The statistics show that while only 3% of employees share content about their company, those shares are responsible for a 30% increase in the total engagement that a company sees. We can see this phenomenon in action at Visa, where they launched an employee advocacy program in partnership with LinkedIn Elevate to highlight some of the new and interesting things that were being done in local markets around the globe. The campaign led to Visa’s employees sharing six times more than before and leading to four times as many company page followers. Employee Advocacy for Sales and Marketing Employee advocacy can also significantly impact sales teams, with B2B buyers increasingly turning to social media channels on their path to purchase. > One survey found that 75% of B2B buyers use social media to make purchasing decisions, and that number rises to 84% of C-level executives. The rise of the empowered buyer means that more and more companies are turning to social selling, allowing reps to position themselves to be front of mind once a prospect is ready to buy. And an important part of this shift is encouraging sales teams to share content on social networks. This isn’t just some wishy-washy thought leadership: it actually works. Salespeople who regularly share company social media updates are 45% more likely to exceed their quotas and leads from social sharing convert more often than other leads. According to one report from the Hinge Research Institute, “A formal employee advocacy program helps shorten the sales cycle. Nearly 64% of advocates in a formal program credited employee advocacy with attracting and developing new business, and nearly 45% attribute new revenue streams to employee advocacy”. Employee Advocacy for Recruitment Another key advantage of employee advocacy is that your employees are your most authentic advocates, and their networks are filled with prospective talent. When your employees share content about where they work and what they do, it’s far more engaging than when it comes from your company alone. Employee advocacy leads to a fundamental change in how companies attract and engage talent. > Companies with socially engaged employees are 58% more likely to attract top talent and 20% more likely to retain them. You should note that even when your employees share content that’s not directly related to your company, your brand still benefits. When your employees are seen as thought leaders, your company is seen as a leader by association. Employee advocacy also boosts employee engagement, with people at socially engaged companies 27% more likely to feel optimistic about their company’s future and 15% more likely to feel connected to co-workers beyond their core teams. Goals and Measurement By now, you should be convinced that employee advocacy can add a tremendous amount of value to your business, but don’t just take our word for it. Set some SMART (specific, measurable, achievable, relevant, and timely) goals for advocacy and launch an employee advocacy program of your own. You might just be surprised by the results. At the most basic level, you’ll want to track engagement rates on shared content, but you should also measure the outcomes that it leads to. For example, does the program lead to a surge in job applications or a spike in downloads of your latest piece of hero content? Goals and measurement are important because without them, you’ll have no way of knowing whether your employee advocacy efforts are paying off. If possible, you should also take a benchmark before you launch your program so that you can more clearly see the difference that it’s making. Remember that if you’re unsure, you can always start small or bring in some outside help from consultants or agencies if it’s going to help you to get the job done. The biggest mistake that you can make is to do nothing because you can bet that whether you’re running an employee advocacy program or not, your competitors are. Conclusion Employee advocacy is one of the most powerful tools in the modern marketer’s toolkit, and it can help with everything from hiring and employee retention to sales and marketing. It doesn’t take a huge amount of effort to launch and monitor a program, and it can generate results that keep on giving. So if you haven’t launched an employee advocacy program at your company already, perhaps it’s time to get started. And if you need a helping hand, feel free to schedule a demo [https://www.socialweaver.com/demo] with our team. Our SocialWeaver platform has a service dedicated to making it as easy as possible for you to provide branded content for your employees to share to their LinkedIn profiles. Good luck!