Tag 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


LinkedIn Direct Ads

Testing 1-2-3

I am a PPC veteran.  This and a buck fifty might get me a cup of coffee.  The online marketing and social media landscape changes so rapidly that you can be an expert in something in six months and a dinosaur in 10 seconds.

In an effort to promote my business as a marketing coach I am running a small test campaign LinkedIn Direct Ads geo-targeted to small business owners in my local area.  This pool is very small (about 1000 LinkedIn members). 

Clearly defining your goal before begin any marketing campaign is critical.  I have two:

  • Gain more readers for this blog
  • Find additional clients for my coaching and consulting business

Four ad variations, four headlines and two images are being tested in this campaign.  It has been up for about 24 hours and three of the four ad variations have about 250 impressions each- so far no clicks. I just added the fourth variation based on my results to date.  At some point I will review my campaign and revise where needed.  The method of review and revise for all types of marketing campaigns is a key element for success. 

As I mentioned my CTR (click through rate) is currently zero.  Here are some potential reasons why this is the case. Part of my review and revise methodology is to look at this list and determine what fits given all the factors involved.

Some possible reasons could be:

  • My ads are not compelling enough to illicit the desired response
  • My audience pool is too small
  • LinkedIn is not the right advertising venue for my services
  • The campaign has not had enough time for my audience to feel compelled to click through
  • A combination of any of these reasons
  • A multitude of other reasons

As a PPC veteran I am very aware that there are many reasons why a campaign might succeed or fail.  Sometimes it is about trial and error.  It helps when you have an experienced marketing professional who can coach you along the way.  If you are the coach you had better take your own advice.

I’ll keep you posted…

-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


I Can’t Afford That!

Brand Consistency on a Budget

As a small business owner it is possible to create a comprehensive marketing strategy with a consistent look & feel that matches your brand and does not break the bank.  I am currently executing a marketing strategy for a small business client which includes a social media component. 

Here is an overview of the approach:

  1. Create website (includes new logo, corporate colors, etc.)
  2. Create Twitter account (created custom background and colors to compliment the website).  Promote branding messages through Tweets (be careful not to over do this).
  3. Create blog (using WordPress.com). (Custom header and background colors to compliment the web site).
  4. Leverage existing LinkedIn account.  Incorporate new logo and promote branding messages through updates.
  5. Create Facebook Page with new logo. Promote branding messages through updates.
    1. Next step will be to create a unique tab for her business that can take a “basic” Facebook page to another level. Click for Skittles example
Note: all elements are linked to each other so that the user can easily get from Facebook, to the blog, to LinkedIn, etc.

Once all the components of the strategy are live I will do a case study to show the final result and include a budget review. In the meantime, call your marketing coach to help you plan and execute an achievable strategy for you!  Don’t have one? Get one, I high recommend it!

This is the basic overview.  More details to follow on Friday’s post. Stay tuned!

-KK


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