4 ways your LinkedIn strategy helps you reach more customers

LinkedIn Strategy

With so many social media options out there, it’s important to discern which are best for your business. Of all the social media platforms out there, LinkedIn has proven itself to be particularly favored by business people. If that’s where your customers hang out, a strong LinkedIn strategy will set your business apart.

Now it’s true, LinkedIn isn’t the platform for reaching every customer. LinkedIn has a more professional tone and personality, but this distinction is why LinkedIn is particularly perfect in many B2B applications.

While many marketers may have a one-track social media mind (Facebook! Facebook! Facebook!), it turns out your LinkedIn strategy shouldn’t go on the back burner or become an afterthought. In fact, 80% of B2B leads come from LinkedIn and 94% of B2B marketers use LinkedIn to distribute content.

Here are four ways your LinkedIn strategy will help you reach more customers.

1. Turn Customers into Advocates with Sharable Content

With shareable content, your customers go from patrons to fans and brand advocates. Marketers often think shareable content is just for Facebook, but the truth is, shareable content on LinkedIn gets you connected and noticed.

When considering shareable content, always weigh the value to current AND potential customers. Content like checklists, infographics, videos, and case studies are all popular sharing options. Content featuring company updates or important industry developments is newsworthy and also very helpful for attracting customers and giving them an easy method to spread the word.

While those cute kitten videos from other social media sites may not have a home on LinkedIn, posting high quality content that solves a problem for the audience in your industry will provide customers with an easy, shareable piece to pass on. Creating click-worthy, valuable, intriguing content should be a strong part of your LinkedIn strategy.

 

2. Generate Leads from Your Company Page

Your LinkedIn strategy helps you connect with more B2B leads right through your company’s profile page. It’s all about capturing your potential audience’s attention with great visuals and a compelling pitch right in your company description.

So many marketers ignore the opportunity to sway customers in their company profile language, instead opting for the typical yawn-inducing “about us” blurb. Think about the end goal and go for the conversion! If your customers miss your CTA in your description, hit them again with a clickable conversion-focused Recent Updates section.

Your company page on LinkedIn should explain what your brand will do for your customers. Target your audience with a complete, robust, eye catching LinkedIn profile page for your company.

 

3. Set Yourself Apart as an Industry Leader

If you aren’t using Linked to spread the word about your company, you’re missing out. LinkedIn offers a free tool for publishing long-form content right to your personal network. Best of all, the LinkedIn publishing platform (formerly known as Pulse and now known as “Follow Fresh Perspectives”), targets business professionals with similar interests so you show up in their newsfeed as well.

Sharing whitepapers and posts through LinkedIn is a great way to get your writing out there. If you have a blog on your company website, there’s no need to do twice the work, either. Simply paste in the first few paragraphs from your article and include a shareable link.

Posting about your knowledge establishes you as a leader in your industry. Rather than searching for your blog directly, customers and potential customers are more likely to click the link from the trusted source of LinkedIn. From there, they’ll be funneled to your website where you can really connect.

 

4. Give Your Sales Team a Professional Avenue to Connect with Leads

Your LinkedIn strategy should include a plan to stay regularly active and engaged on the platform. This means your sales team should become active members of LinkedIn groups, a great way to connect with and generate new leads.

Encourage your sales team to spend time in LinkedIn groups targeted to your industry and buyer personas. Take a look at the groups your existing customers (and your competitors) belong to and grow your search from there.

Before joining groups look at the size—your sales team should aim for groups that hit the sweet spot: not so big your message gets lost, but not so small the leads are limited. It’s also important to look at the rules of the group to ensure your sales team can share promotional content (some groups forbid any sales and promotion).

One important caveat when it comes to any social media strategy is to avoid “building your house on rented land.” In other words, always use your social media connections to drive your customers to your website and build connections on your own turf. Ultimately, your LinkedIn strategy should focus on driving traffic to you and building your list. LinkedIn should serve as a channel to get visitors to your website, where your company really shines!

SEO best practices: Understanding and optimizing your website for SEO

Seems like everyone is talking about “SEO best practices” these days—but what does that even mean? Put simply: by implementing SEO best practices, your website becomes more search-friendly. The more search-friendly your site, the higher your rankings will be—increasing the number of people who visit your site.

And as every CEO knows: more website traffic means more sales—and that’s why SEO best practices are so important.

Understanding search

First off, let’s start with some SEO basics. SEO (or search engine optimization) is essentially a set of website improvement tactics you can deploy to generate more search traffic. So when we talk about SEO best practices, we’re talking about the very best ways to approach and implement your search strategy.

Now, there are many people who will tell you they know the secret SEO sauce to “ranking first on Google,” but in truth, Google uses over 200 different ranking factors when filtering through sites (and most of them are kept secret). Plus, nowadays Google uses machine learning to return results—meaning those search engine results pages are constantly changing.

Despite all this, SEO experts work to understand what Google likes and what Google doesn’t like. The result is a set of SEO best practices you can implement to improve the quality of your website, therefore showing up in search more often.

SEO best practices are split into two areas: Technical SEO and Optimized Content

While these areas require different expertise, both are key to driving traffic to your website.

How to improve your technical SEO

Technical SEO refers to just that: the technical side of your website. While this is probably under the auspices of your IT department or web developer, a cursory knowledge of technical SEO will keep you from falling prey to companies who sell black hat tactics and tricks (that ignore your audience and promise impossible results).

There are three steps to improving your technical SEO:

  1. Find a technical SEO expert you trust.
  2. Get that SEO expert to run an SEO audit on your website to identify and then fix technical SEO issues.
  3. Understand that improving technical SEO is usually an ongoing process—not a one-time, quick fix.

Currently, two of the top technical SEO issues to address are the security of your website (if you haven’t made the move to HTTPS, now’s the time) and improving your user experience across all devices. To keep your users happy and satisfied, your website must be mobile-friendly. Mobile leads now account for 63% of user traffic and that number is only expected to grow in the future. Addressing these two technical factors will keep your website from being penalized with lower search rankings.

Additionally, no matter how slick your website, that SEO audit is likely to reveal several areas in which you can improve your technical SEO. If terms like broken external and internal links, redirections, sitemap, plugins, meta descriptions, and alt tags make your head spin, don’t worry! There are plenty of SEO experts who understand how to identify and fix these housekeeping problems. (Just don’t go with the first one who spams your inbox!)

 

How to optimize your website content for search

The second leg of SEO best practices is all about creating great, user-friendly content. We all know that anyone can put content out on the web, but at the end of the day, Google (and other search engines) value well-written, authoritative, current content. This means you shouldn’t view your website as a static fixture of your business. Instead, regularly update your content to provide more answers as searchers generate more questions.

Content must be well-written and thorough. Every piece of your content should focus on one topic—and that topic should be easily summed up in a few keywords. (When discussing SEO, the term “keyword” comes up frequently. Keywords aren’t mysterious or magical. At the end of the day, a focus keyword is simply a summary of: What is this page/post/piece of content about?)

As you craft content to reach your audience, you may want to conduct keyword research—explore who’s searching for what in your industry and learn what users are already searching for when they land on your site. You should also look at your competitors’ search rankings and learn what queries drive users to their site instead of yours.

Use keywords throughout your website, especially on your site’s homepage. When customers visit your business online, they should immediately know who you are and what you offer. All content should be singularly focused, well-written, clear and authoritative.

Why are SEO best practices important?

The internet is based on search-driven communication, so much so that “google” has become a verb synonymous with query. Optimizing your website and content for search is extremely important if you want customers to find your business. Realize SEO is a long-term strategy, not a one-time fix. Your content must be interesting, well-written, relevant and optimized. Your website needs to meet your customers needs and answer every question they google.

Implementing SEO best practices may seem daunting, until you realize that at the end of the day, it’s simply an extension of marketing your brand. A well-optimized website will clearly and concisely communicate with your customers. It will capture your story and explain who you are, what you do, and why you are the one who will solve your clients’ problems!

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4 innovative ideas to build your customer database

How to build your customer database…it’s a tough question that keeps many business owners up at night. You want to reach your customers and clientele on their level. You want to meet their needs, provide service that wows them, and keep them coming back for more.

But at the same time, many marketing managers worry about coming on too strong and getting too personal. You want to build a genuine relationship with your clients—not wear them down or come off as invasive.

While your key customers value their privacy, they also expect personalization—so many companies end up attempting a balancing act. Yet, most research shows customers willingly share information, provided they know it’s being used to create a positive experience.

Your best bet? Give customers opportunities to share information openly rather than staying quiet and waiting for data that will never come.

Here are four innovative ways to get your customers to open up: 

1. Conduct (short) surveys to capture details

Micro-surveys have become quite popular over the last few years. These quick surveys consist of less than five questions and are often conducted right at the point of sale. While they’re obviously effective for collecting customer satisfaction metrics in B2C settings such as retail, they’re ALSO a great way to capture metrics about your key buyers, even in B2B. But don’t get greedy—keep your surveys short. Measure overall satisfaction or let clients quickly assess one issue like delivery speed. If you want to collect a demographic metric, focus on one, such as company size or volume. Keeping it concise keeps your contact from feeling hassled.

2. Work with micro-influencers who click with your audience

Micro-influencers (those with a social media audience of under 5000 followers) are also great promoters of your brand, especially seeing as 85% of consumers trust peer recommendations over traditional ads. This same approach works for B2B sales as well. Campaigns driven by micro-influencers show 60% higher engagement. For a much lower cost than a “celebrity endorsement,” an influencer will share your products or services with their enthusiastic and loyal peer supporters—many of whom share commonalities you can use for segmentation as you build your customer database.

3. Offer subscribing customers incentives

Can you give your top clients access to exclusive notifications? Bonus content? New products or services before they’re otherwise publicized? If you want to collect customer data by sharing a weekly newsletter or another piece of content, then give them exclusive access or extra incentives for handing over their information. Customers respond well to value-driven opt-in incentives: a series of demonstration videos, a printable maintenance schedule, an easy reference guide. Don’t offer a one-time opt-in to trade for their email address and contact information and then forget about the relationship. Use communication, incentives, bonuses and exclusive opportunities as a method for building that ongoing relationship and discovering more about your clients.

4. Provide easy signups to build your customer database

How easy is it for your clients to share their data with you? When your customers visit your website or place a job order, are they given a clear, easy way to sign up for future communication? It may seem like a no-brainer, but many businesses skip this critical step. Clients may visit your website one time, but if you want to build repeat business, create a clear, obvious, easy method for capturing those leads. Customers spend under a minute on a website (sometimes far less time), so don’t miss out on a chance to build a connection.

If you want to build your customer database, it’s important to focus on building your relationships. When you’ve forged a strong bond with your clients, built loyalty, and offered them incentives, they’ll keep on comin’ back for more.

Generational marketing: How to market to Millennials, Gen X and Baby Boomers

There’s a lot of buzz about generational marketing and a LOT of overgeneralized advice when it comes to targeting your ideal audience:

  • Millennials love Snapchat!
  • Baby Boomers are steadfast and drawn in by reliability!
  • Generation X is cynical and always looking for a bargain!

Making heads or tails of the generational differences and similarities (let alone coming up with a marketing strategy) can leave any marketer scratching their head, regardless of their own generational viewpoint. It’s a challenge to identify the common traits amongst your audience and to know what they want.

Most businesses simply focus on marketing trends and follow the next big idea. At best, they concentrate on their ideal segment and target their marketing efforts there, because, well—it’s hard to be everything to everyone.

But if you don’t understand generational marketing, you may not be reaching all of your ideal audience members…and you could be missing out on connecting with potential leads.

What is Generational Marketing (and Why is it Important)?

At the heart of it, generational marketing is a marketing approach that segments the population by the time period they were born. Each person (and thus each generation) is powerfully shaped by world events, trends and developments occurring when they come of age. Think of the Vietnam War and what it means to Baby Boomers compared to what 9/11 means to Millennials.

The three main generations that make up today’s adult consumer base are:

  • Baby Boomers (born 1945 – 1964)
  • Generation X (1965 – approximately 1982)
  • Millennials (approximately 1983 – 1998)

The importance of each generation plays into marketing because whether Baby Boomer, Gen X or Millennials—that generational influence shapes the values and communication styles of the consumer. At the core of marketing strategy are demographics: data and information about your customers.

Using that data to connect with your target audience is what gives you a marketing advantage.

After researching your customer, you may discover your target customer fits solidly in one demographic, but for most businesses, the target is spread across several generations. This means you must learn to craft your marketing message to each generation in a way that resonates with them.

Understanding Cross-Generational Marketing

If we examine the generational spread, we see 30% of the overall market is made up of Millennials, 27% Generation X and 30% Baby Boomers (the youngest Generation Y and the older Silent Generation comprise the difference).

Essentially, if you don’t use strategic marketing to all three of the main groups, you could end up missing out on a third or more of the consumer base! For most businesses, that’s a scary prospect.

Now, maybe your target audience is very specific. For example, let’s imagine your business designs children’s lunchboxes—the perfect product for parents of elementary school kids! It seems logical your demographic is between age 25-45: Millennials and the tail end of Generation X.

Your marketing efforts are focused on the young parent—how to add convenience and simplicity to their lives. Knowing your demographic, Millennials are tech-savvy and primarily swayed by influence of their peers, you might reach out to Influencers: bloggers and Pinterest-loving moms, and perhaps focus your social media efforts on Snapchat and Instagram. Knowing Generation X seeks discounts and coupons, you may throw in a coupon deal or a BOGO sale.

BUT, a closer look at your demographics might surprise you. 2.7 million grandparents are raising their grandchildren (a steady 7% increase since 2009). If you don’t include strategies to reach those Baby Boomer grandparents in your lunchbox marketing efforts, you’re missing a big audience!

Finding Commonalities Between Generations—and Appreciating Their Differences

While you can’t be the perfect fit for every consumer, you CAN learn what appeals to each generation and use it to shape and diversify your strategy. In our example of marketing lunchboxes, a simple shift to include additional Facebook marketing could reach your grandparents. While we often think of Millennials as the tech experts, Baby Boomers are surprisingly comfortable with Facebook. The biggest pet-peeve of this generation? Feeling ignored or overlooked by Millennial-focused marketers!

Understanding that the Baby Boomer Generation values quality, so they’re willing to spend a little more on a product they feel is high-end and lasting may also help shape your strategy. All of the generations are now active online shoppers. Although you might not see Boomers oversharing their personal information on Facebook, rest assured, they’re on Facebook and it’s a good way to reach them.

Demographics are one of the most powerful tools in a marketer’s arsenal. Knowing who your customers are is the first step, but understanding what they want will help you take it deeper. Build a strong relationship with your customer by reaching them in a way that truly resonates with who they are and what they value.

Need more specifics? Want to take a deep dive into each generation and what they really want? Learn how to reach Baby Boomers, Gen X and Millennials too!

My Generation EbookAre you ready to know your audience better?

Download our free guide on Generational Marketing. We’ll show you how to market to Millennials, Gen X and Baby Boomers … sharing what you’ll need to know about marketing to each generation!

5 unexpected insights you can learn from competitor research

You can’t see the road ahead if you’re too focused on the rearview mirror. When it comes to learning from competitor research, many businesses adopt a “keep your eyes on your own paper” mentality.

Yet, we all know we can’t exist (or thrive) in an echo chamber. There are many valuable lessons your competitors can teach you. It’s not about letting competition derail your focus or dictate your company direction. One-upmanship is a surefire recipe for disaster and it’s a far better strategy to focus on what you do best.

But if you aren’t popping your head up every so often to look around, you might miss out on valuable insights and lessons from the competition. Here are five surprising insights you can learn from competitor research.

1. How to better serve your customers

At the end of the day, success is always, ALWAYS about who can serve the customers’ needs the best. The first lesson comes from looking at your own customers. Why did they choose you above the competition? If you can’t pinpoint the reason organically, don’t be afraid to ask! One-question micro surveys are becoming more and more common. They don’t feel intrusive but give great insight into your customers’ mindset.

Look at the customer experience your competition is offering as well—both online and offline. How are their customer reviews? What are they doing to walk their customers through the sales pipeline, wow them, and keep them coming back for more? Don’t mimic your competition but learn from them and discover what about their customer experience is working (and what you could do better).

2. Your own unique strengths

If your competition is big, your small company offers personalized experience. If your competition is innovative and trendy, you’re classic and reliable. Look at your competition and discover what’s unique about your company. How do you differ from your peers and how can you turn those differences into strengths?

Check out customer reviews and feedback. Look at their hiring practices and team positions they’re working to fill. Create a SWOT analysis to assess your own Strengths, Weaknesses, Opportunities and Threats. Don’t one-up the competition or attempt to outdo them at what they do well. Focus on your unique strengths and bypass them instead. It’s always easier to forge a different path than attempting to outrun someone on the same trail.

3. Gaps in the market

Create a gap analysis of your company’s performance and where you would like to be. Then look at your competitors and the market and do the same. Where are the customers who aren’t being served by you OR your competitors? What customer needs aren’t being met? Can you target this segment?

How do you find out the market gaps? Listen to your competition and learn from competitor research. When you attend an industry event, visit their booth. Listen to their presentation. Talk to your shared suppliers. In which areas do you overlap and which areas leave a big hole? Start finding ways to fill that niche.

4. How to boost your web presence

Your competitors can show you what you need to do to boost your web presence. Look at their social media posts. Visit their website. Search for them regularly. Pay attention to the online activities they do well and again, draw ideas from the gaps in their web presence.

Competitor search rankings (SERP) and analytics on keyword use can give you a huge insight into your competition’s online persona. If you share a common target audience, look at what’s clicking (and getting clicks). Do your competitors regularly update their blog? Does their team share informative video tutorials on social media? Are the CEO’s insightful posts the hot-tip on LinkedIn? Learn what’s working for them and then do your own unique version.

5. What mistakes you can avoid

It’s easy to learn from what your competition is doing right, but there are plenty of valuable lessons to extract from competition when situations go wrong. Typically, when one industry member runs into trouble, it’s a signal for their peers to start putting their ducks in a row. Fast growing startups looked at Uber’s missteps last year, and quickly tightened up their best practices.

Keep an eye on the press and buzz for your entire industry and your competition. Set up a Google Alert for news about your company, and also set one Google Alert up for each of your peers so you’re the first to know. When you see a horror story, use it as a cautionary tale. Don’t simply think, “thank goodness it’s not us,” but ensure there’s no way it could become you in the future.

You can learn some very valuable lessons from looking at your competition. Keep your eyes on the horizon but take off your blinders so you can see the 360-degree view. Don’t seek to compete with your peers. Instead, learn from them so you become even stronger.