Category Archives: LinkedIn

I use social media because….

…it facilitates connections.

There are several reasons to use social media for business. Whether you use it to gain industry knowledge; make new connections; keep an eye on the competition or see what your clients are saying, the underlying reason should be about relationships.  At their core, social media tools exist to facilitate relationships and connection.

I use social media to do the following:

  • Increase my sphere of influence in hopes to find new connections
  • Nurture some of those new connections into online relationships
  • Connect with some of those relationships ILR (in real life)
  • Learn form people who are smarter than me (the list is long)
  • Gain new industry knowledge
  • Contribute my experience and expertise
  • Increase awareness of my consulting business and my blog

The tools I primarily use are LinkedIn, Facebook and Twitter.  For many clients I also use YouTube, Vimeo and Flickr.

What are your reasons for using social media tools?

-KK


LinkedIn Direct Ads – Test 2

Testing 1-2-3 – Again…

In November I began a test run of LinkedIn Direct Ads and wrote about it in this blog post. In the post I committed to posting an update. Here  it is…

The success of the campaign was not as desirable as I had hoped.  I was pleased with the number of impressions but the CTR was extremely low. On many levels I expected this because my audience size was very small (started with about 1000).  

If you read my blog you know that I believe in the Review and Revise philosophy.  You will not get the results you want unless you continually review campaign performance and make revisions to improve results.  I turned my LinkedIn campaign off for a month or so and recently turned it back on with the following significant changes.

  • Deactivated 2 out of 4 ad variations that did not get any results
  • Changed headline on one of the remaining ad variations
  • Created a new ad variation with a new headline and slightly revised copy
  • Increased my audience size from 1000 to 3300
  • Increased my bid (still deciding if I think leads from LinkedIn are worth the CPC rate)

I’ll post another update in a few weeks.  In the meantime, I will continue to review and revise the campaign to achieve optimal results. I would love to hear your experience with LinkedIn Direct Ads. Post your comments.

Looking for results…

~KK


Say What?

 Social Media Guidelines for Your Brand

On Wednesday I talked about achieving brand consistency on a budget.  Common voice (tone, wording, etc.) is a key element in brand consistency. The great thing about consistency of voice in social media is that it does not cost much, if any, cash.  It does require a time and thought investment.

Twitter, Facebook and LinkedIn all have status updates.  This is not news. 

What may be news to many small business owners is that you can easily set your Twitter status to appear on your LinkedIn and Facebook status plus on your blog too (depending on what blogging service you use). This is one way to be sure your voice and messaging is consistent across all platforms.

This may get a little tricky if there is more than one person engaged in social media on behalf of your company but it is achievable.  Here is where the time and thought investment comes in.  This can be done by establishing guidelines for any representative of your company to who engages in social media. 

Keep these things in mind when establishing social media guidelines:

  1. Be clear on the voice of the company
  2. Be clear on your policy to engage (or not engage) negative comments
    1. You may want to designate one person to be the voice in these situations
  3. Don’t make the guidelines too narrow so that you squash the individual’s voice
    1. Especially about things unrelated to your brand
    2. But…don’t make them too loose either
  4. Don’t make efforts so coordinated that everyone is saying the exact same thing
    1. Like automated Tweets to multiple accounts
    2. It can get boring and your audience will lose interest
  5. Add guidelines specific to your brand…

As always, I encourage you to seek the help of a marketing coach.  They can help guide you in the right direction.

If you would like to learn how to link your updates feel free to email me.

Working to add value…

-KK


Client Relationships – How Are They?

Seth Godin recently wrote a blog post on how we get to choose our customers.  He states that we choose our customers by our pricing, our promotion and our content among other things.  I believe he is right. 

I learned a long time ago that we teach people how to treat us.  I believe the same is true in marketing and business. We have all had our share of high-maintenance, low-benefit clients. Perhaps we have even been that client to someone else at one time. 

A key element to long-term growth is building relationships with our clients. Not every relationship will look the same with every client but it is critical to have one.

Once it is established it is our responsibility to maintain that relationship.  This is part of why social media has taken off in the way it has.  It’s about connection. Social media platforms like Twitter, Facebook and LinkedIn can help you start conversations to begin new relationships. They can also help you stay engaged with existing relationships. Just remember you still have to do the heavy lifting in keeping your relationships strong.

Working to stay connected.

-KK


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