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The Ultimate Guide to LinkedIn Groups

LinkedIn Marketing
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The Ultimate Guide to LinkedIn Groups You know LinkedIn — the professional, polished, responsible sibling of the social media sphere. Considering the social network has 722 million+ members, you almost certainly already have a profile. What’s unique about this social network is that its users are focused on professional connections. This means LinkedIn users are primed for social selling, and there are ample opportunities to find, connect, and build relationships with potential prospects on the network. LinkedIn Groups are a great way to connect with people within your industry and get the most out of this massive network. Let’s explore what they are, how to join one, and some best practices to follow. Groups represent a targeted opportunity to build your personal brand and professional community on LinkedIn. Only members of a given group can view, post, or comment on conversations within that group. Groups can set their own admissions criteria and establish admins as gatekeepers. By default, your Group affiliations show up at the bottom of your LinkedIn Profile under the 'Interests' section. You can edit the visibility for specific groups –– just one of the many ways to customize how your LinkedIn profile represents your personal and professional brand. Unlisted Groups don't appear in search results, and only fellow group members will see the group's information on your Profile. These more private communities require a direct link or admin invitation for access. Best Practices for Navigating LinkedIn Groups To get the most out of LinkedIn Groups...

The Beginner’s Guide to LinkedIn Marketing

LinkedIn Marketing
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The Beginner's Guide to LinkedIn Marketing Did you know LinkedIn has over 774 million users across the globe? This metric alone makes the platform one of the top social networks today. Is your business using LinkedIn to its fullest potential to improve brand awareness, build your network, boost leads and conversions, and increase revenue? With new social networks sprouting up constantly, LinkedIn is a platform that's often underutilized. The truth is, LinkedIn can be a powerful addition to your social media content strategy. This guide is chock full of LinkedIn tips you can begin implementing immediately to help you learn how to use the platform to improve brand awareness, share your marketing content, and grow your business. When you use LinkedIn to market your business, you gain access to useful features related to analytics, connections, and brand-building, just to name a few. (Don't worry, we'll review all of these in-depth momentarily.) But first, here's a quick primer for those of you who may be new to LinkedIn. About LinkedIn LinkedIn launched in 2003 with a focus on networking, building careers, and sharing ideas. The platform enables its members to connect and share content with other professionals including colleagues, potential employers, business partners, competitors, new employees, and customers. This is why having your business on LinkedIn is so powerful — the platform is a fantastic marketing tool. For a quick guide on the tips below, check out our video on "How to Use LinkedIn for Business and...

How to Generate Leads on LinkedIn, According to LinkedIn’s VP of Marketing

LinkedIn Marketing
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How to Generate Leads on LinkedIn, According to LinkedIn's VP of Marketing As a marketer, you're undoubtedly aware of some of the major social media sites you can use for lead generation. I'm willing to bet you've already heard about the importance of Instagram, Facebook, and Twitter — and if you use all three as part of your lead generation strategy, you might think you're all set.  However, if you're not using LinkedIn you could be missing out on a major opportunity to grow both brand recognition and revenue, especially if you’re a B2B business. In fact, studies have shown that LinkedIn is the top paid and organic social channel for B2B businesses, and 82% of B2B marketers report finding the greatest success on the platform.  These statistics make sense, especially if we consider platform-specific demographics. The average Instagram user scrolls through their feed, like photos of their friends, watches their favorite celebrity’s Story, and occasionally uses the platform to find and purchase products.  Alternatively, the average LinkedIn user is on the site specifically for professionally-geared content. They're already seeking out information to help grow their businesses, so you should meet them where they are. Of course, it's easier said than done. Without a clear strategy in mind, the task of lead generation on LinkedIn can feel challenging. Justin Shriber, Vice President of Marketing at LinkedIn, was interviewed as part of HubSpot's campaign, "Advertising, a Look Behind the Screens.” Take a look at the full interview series here, or...

31 LinkedIn Stats That Marketers Need to Know in 2021

LinkedIn Marketing
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31 LinkedIn Stats That Marketers Need to Know in 2021 With more than 740 million active users in 2020, LinkedIn's expanded from a networking site for professionals to one of the top social media platforms. By now, most of us have used LinkedIn to market our brands, post industry thought leadership, or look for our dream jobs. As LinkedIn's continued to evolve by adding new features, like LinkedIn Stories, it's steadily grown its user base. While the LinkedIn audience still skews towards career-minded professionals, the industries, interests, and demographics represented on the platform have become much broader since its launch. Aside from LinkedIn's user growth, it's also continued to expand on advertising opportunities, which has helped make it one of the most important channels for B2B marketing. Today, it's becoming quite clear that LinkedIn isn't just for people in executive corporate roles. With millions of company pages and individual members, there's a discussion, post, or professional network for almost anyone on this channel. But, despite LinkedIn's growth and advertising opportunities, many marketers or brands still worry that the platform is still too formal or corporate for their audiences. The truth is -- LinkedIn could very well be one of your most underrated marketing channels. If LinkedIn's growth has caught your attention and you want to determine if its audiences and ad offerings are right for you, it's important to do some research before devoting more time and resources to this network. To get you started on your LinkedIn research, here are some need-to-know stats...

How To Use Hashtags on LinkedIn [Step-by-Step Guide]

LinkedIn Marketing
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How To Use Hashtags on LinkedIn Even though LinkedIn has been around since 2003, the platform didn't allow the use of clickable hashtags until 2016. Social media platforms like Twitter and Instagram have encouraged hashtag use for years as a way for users to connect with their communities. They even offer analytics, allowing content creators and influencers to gauge their impact. Now that LinkedIn has fully embraced the use of hashtags, brands can too. Let's get into the basics of using hashtags on the platform and dive into how to find the top trending ones in your industry. Do hashtags work on LinkedIn? Yes, hashtags do work on LinkedIn. You can add them to your status update, your published article, and your business page to reach an audience beyond your network. You can also browse through hashtag feeds to see what conversations are happening surrounding those topics. How To Use Hashtags on Your LinkedIn Status Update There are a few ways to add hashtags to your status update. As the GIF illustrates, you can add a hashtag by: Typing out the pound sign followed by the word or phrase. As you type out your hashtag, LinkedIn will auto-generate hashtag suggestions based on what's trending and popular. Clicking on the "Add Hashtag" button located on the bottom left of the box. Selecting one of the related hashtags next to the "Add Hashtag" button. Pro-tip: Don't add spaces or symbols in your hashtags,...

9 LinkedIn Ad Case Studies That Marketers Can Learn From

LinkedIn Marketing
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9 LinkedIn Ad Case Studies That Marketers Can Learn From When you think about social media marketing, what's the first platform that comes to mind? For many marketers, it's probably Facebook or Instagram. But if I were to pick one, I'd go with LinkedIn. Why? Well, first, LinkedIn is an amazing platform to use for brand awareness. Their Business Solutions offer a variety of ad types, like photo or video. Ads are visible to the platform's 630 million users, and the unique optimization tools, like audience targeting, ensure Ads reach qualified leads. Second, LinkedIn's Business Solutions are expansive. There's a lot of opportunity for ad customization and budgeting — which is helpful if you’re not quite sure which ad is right for your strategy. That's where my third reason for loving LinkedIn comes in: case studies. Case studies often explain the thinking, process, and analysis behind how a team or business uses a product or solution. Marketing case studies usually focus on specific verticals, industries, or solutions. Want to learn more about LinkedIn Ads? Their case studies are a good place to start. Let’s walk through a few. LinkedIn Ads Case Studies These case studies will dive into every ad type LinkedIn has to offer and what those corresponding campaigns look like. LinkedIn offers four ad types: Dynamic, Sponsored, Text, and Message. Dynamic Ads change based on the interests of LinkedIn members. They come in four formats and offer the most opportunity for personalization. Use this ad type,...

Can B2C Marketing Succeed on LinkedIn?

LinkedIn Marketing
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Can B2C Marketing Succeed on LinkedIn? Almost every morning, I log onto LinkedIn. I like to stay updated about the changes in the marketing industry and congratulate my peers on their recent accomplishments. And, of course, I love looking at the new and exciting marketing campaigns brands roll out. Traditionally, LinkedIn is a place for B2B marketing. The unique user base of professionals and students makes the social networking service a hub for business and networking. Plus, four out of five LinkedIn users hold decision-making positions within their company. Naturally, a professional audience is going to be a great fit for B2B marketing. Recently, however, LinkedIn has become the home of B2C marketing as well. So now, every morning I log into LinkedIn, I'm greeted with a mix of company types advertising their brands and offers. Let's talk about how — and why — B2C marketing can fit into LinkedIn, and other reasons why the channel is usually known as a place for B2B marketing. For instance, I spend a lot of time in marketing groups on LinkedIn and tend to engage with content that relates to marketing topics. Earlier, I came across an ad for a video marketing business: LinkedIn's native and video ads, like the one above, allow advertisers to reach a large target audience by putting it on the news feed of their preferred target segment. An ad like this is something I'd expect to see based on my LinkedIn behavior. Because I...

What is LinkedIn Live? [+How to Leverage It in Your Marketing Strategy]

LinkedIn Marketing
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What is LinkedIn Live? Every week, I use LinkedIn to talk about current events and connect with other content creators. And I'm not the only one. In fact, LinkedIn has had nearly 700 million active users in 2020 and has become one of the top social media platforms. In the last year, companies have started to use the social network's new live-streaming technology. While Facebook and Instagram launched live streaming features in 2016, LinkedIn just recently decided to join the live streaming platforms. In February 2019, LinkedIn Live was launched to individual users. This year, it was announced that LinkedIn Live would also become available to business pages. With this announcement, LinkedIn decided "to bring you a tighter integration between LinkedIn Events and LinkedIn Live, by turning these two products into a new virtual events solution that enables you to stay connected to your communities and meet your customers wherever they are." Live streaming continues to gain popularity among audiences. In fact, in 2019, internet users watched 1.1 billion hours of live video. Additionally, according to Go-Globe, by the end of 2020, live streaming is expected to account for 82% of all internet traffic. Plus, LinkedIn Live streams have increased by 158% since February 2020. Although LinkedIn Live isn't available to all businesses right now, it might be time to start thinking about live streaming. To get started with LinkedIn Live, you can complete an application online to become a Live broadcaster. In this post, let's review how...

Think You Know LinkedIn? 8 Common Myths Debunked

LinkedIn Marketing
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Think You Know LinkedIn? 8 Common Myths Debunked Ever wonder what happens when you hit the magical "500+ connections" level on LinkedIn? Or how people connect with those outside of their immediate network? Or how to keep your entire network from seeing a tiny profile update? Though LinkedIn is a powerful tool for business professionals across all industries, there are still a lot of misconceptions about how it works. Read on to learn the truth behind some of the most pervasive LinkedIn myths. Myth #1: LinkedIn is only helpful if you are looking for a job. Truth: LinkedIn is a great place to build your professional brand, stay up-to-date with your network, and gain insights and knowledge at every point in your career. Krystal Wu, a social media community manager at HubSpot, says, "LinkedIn isn't just a tool that's used to search for a new job or connect with your employees. It's a place for users to show off their expertise around a subject and grow relationships with like-minded people." Tip: Keep your profile up-to-date even when you're not looking for a job so opportunities can find you. By staying up-to-date with your network, you can make use of those connections when you need them. Additionally, you should follow channels, influencers, groups, and company pages to get personalized news and insights. By following the right content and engaging in conversations with your network, you can find potential business opportunities that you hadn't thought of before. Myth #2: If...

How 7 Brands Are Using LinkedIn Live to Reach Their Audiences

LinkedIn Marketing
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How 7 Brands Are Using LinkedIn Live to Reach Their Audiences While you might have been going live on both Facebook and Instagram since 2016, LinkedIn has recently decided to join the live streaming platforms. In fact, in February 2019, LinkedIn Live was launched to individual users. It was just recently announced that LinkedIn Live would also become available to business pages. While your business page might not have live capabilities yet, once it's available you can use it to launch new products, demonstrate thought leadership, and boost your content strategy. In this post, we'll look at how seven brands have been doing that with LinkedIn Live. 1. Vimeo's Working Lunch When Vimeo received access to LinkedIn Live, the brand started to showcase a weekly show called "Working Lunch." With this series, Vimeo used the popular "lunch and learn" format. They sat down with experts in business, tech, and communications to educate their audience. In fact, this is a great example of how to use LinkedIn Live to reach your audience with serialized content. A series gives your followers something to look forward to on a regular basis. It'll keep them coming back for more. Additionally, Vimeo's series is a great example of educating your audience. Inbound marketing focuses on being helpful and providing educational content, and you can use LinkedIn Live to support those efforts in an interactive way. 2. MIT's Commencement Ceremonies Celebratory events, like graduation ceremonies, are a great way to connect your audience and...