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Engaging Followers on LinkedIn | HootSuite University Presentation

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With more than 160 million users on its platform, LinkedIn is a strategic digital platform to connect with top decision players in your industry. A newer addition to LinkedIn, the “Company Page,” allows you to add your company to the professional networking site and stay on top of industry news. The Company Page allows you to establish strong social relationship with other companies, and gives you the capabilities to connect with the movers and shakers in your industry to drive your business objectives.

What is the best way to use the Company Pages to grow your business?

HootSuite University hosted Mike Grishaver and Andrew Kaplan from LinkedIn with best practices on how to grow your business using LinkedIn’s Company Pages in their presentation, “Relationships that Drive Results: 5 Key Steps to Engaging Followers on LinkedIn.”

Use LinkedIn Company Pages to

  • Optimize and drive traffic to your page
  • Effectively communicate and amplify your business
  • Update your status using strong content

HootSuite even allows you to add your Company Page their site, providing greater control of all your digital efforts. Do not hesistate to take advantage of the LinkedIn’s Company Page and HootSuite’s services to connect with top professionals and grow your business.

LinkedIn audience characteristics

  • Largest professional community
  • Highly educated, well-paid, high purchasing power
  • Social, yet business oriented
  • Great lead generation
  • Driven

Engage

  • Consumers are in complete control online
  • Build interest: Give members exactly what they want, relevant content
  • Target followers: How can you make members even better professionals?
  • Connect using similarities, provide industry trends, leverage audience

5 Step Approach

1. Establish company presence

  • Write your story
  • Fill in all your pages’ fields
  • Strong description: Lead with unique content
  • Recruit co-workers to help: Crowd-source!
  • Fill in product & services page

Best practices: Customize content for each audience

2. Attract followers to your page

  • Ask people on your personal page to join your Company Page
  • Add a “follow” button on your site
  • Announce your Company Page in a newsletter
  • Create reasons for people to follow YOU
  • Join Company Groups similar to yours & interact: Become an influencer

3. Engage followers

  • Message followers with great content
  • Status update interaction; keep brief, but get point across
  • Target your status updates on LinkedIn

4. Amplify users: Make your followers brand advocates

  • Ask your follows to like, share, and comment on your content
  • More follows =’s more followers … Social proof!
  • Use this

Best practices: Call-to-action, link to lists, product recommendations, videos, ask questions

5. Measure & refine approach

  • Set goals & track progress
  • LinkedIn provides statistic tracking on Company Page:  Look at these and track growth
  • Optimize page to generate more leads
  • Generate meaningful content with relevant conversation

Content creation tips, master these

  • Unique content: Blog posts, videos, webinars, white papers
  • Linked content: Industry news, expert research, news coverage
  •  Sourced content: Educational posts by guests, polls, testimonials

The Company Pages on LinkedIn help grow your business, if used wisely!  Add your company to LinkedIn’s Company Page, join the largest professional network, and start engaging with key players in your field.

Master B2B Video Marketing | BrightTALK video webcast

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Get camera-ready and start focusing.  The trend of using rich media, such as video, on business websites is increasing. Audiences have been engaging actively with rich media websites, generating higher visibility.

How can you incorporate video in your marketing campaign? How can you use video on your website to lure business followers?  And, how can you make this video exciting, and purposeful?

This BrightTALK video, featuring experts from Edelman and Velocity Partners, discusses the best practices in B2B video creation, including how to use video in marketing strategy and current trends.

Watch the BrightTALK video on how to make video!

Versatile video

  • Storytelling: Create a beginning, middle, and end
  • Can use in all marketing tactics: Teaching, demos, etc…
  • Video works in increasing views for all businesses

Content is king

  • Create depth and vision
  • Aim for engagement
  • Structure videos strategically
  • Be an authority on your topic
  • Represent your brand

Content characteristics

  • Purpose: Nail objective & story
  • Tight script
  • Expert generated
  • Establish trust
  • Transparency

Analytics

  • Track how long people watch
  • Track sentiments, measure comments
  • Analyze results and then adapt

Best practices

  • Fit your audience: “If you speak to everyone, you speak to no one”
  • Humanize messages
  • Summarize points at beginning of video
  • Visuals, use graphics
  • Be careful with comedy, avoid “cheese”
  • Practice, create natural flow

Example: Video savvy Pete Matthews & ‘Meaningful Money’

It’s your turn, start creating your B2B video

  • Establish objective & strategy
  • Find your story
  • Use team of experts
  • Create several videos
  • Embed on YouTube, go where your audience is
  • Engage audience

Use video marketing to increase your B2B visibility. Standing out with strong content is necessary, so be sure to create a purposeful and informative story that targets your intended audience.

On a final note, remember video is only ONE  part of your marketing campaign.  After sharing your video, keep conversation going with your target audience. Tell them a story, while creating a strong relationship with them.

For more expert insight, check out these tips from professionals in the video-marketing field:

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