How LinkedIn Works for B2B Day and Night – Part 2

B2B marketing can be very effective when businesses understand how different parts of the LinkedIn website work. If you are trying to start a successful B2B marketing plan on LinkedIn, you also need to see how each aspect of the website is used in the day time and at night.

Via Flick clasesdeperiodismo

Via Flick clasesdeperiodismo

Personal Profile: Shows a person’s business credentials.

  • During the day: used to gather insights on prospects
  • During the evening: used to qualify potential candidates

Recommendations: Provides insight on individuals that reflect on an organization.

  • During the day: used to qualify potential business prospects and gather insights about a company.
  • During the evening: used for pursuing additional research on job candidate seekers.

Status Updates: People or businesses post insightful comments.

  • During the day: used to give insight into your organization’s capabilities, goals, and internal culture.
  • During the evening: used to give insight into prospective opening opportunities and qualification needs.

Links: Share useful content to a wide audience.

  • During the day: used as a source of business information to attract connections.
  • During the evening: used to show interest and knowledge of a field.

Question and Answers: Collects input or gives answers to questions related to a certain field.

  • During the day: used to share information to position individuals or organizations as thought leaders.
  • During the evening: used to position yourself as an expert and is a medium to display knowledge.

Groups: Extends the reach and connections of people who are active in groups or who start groups.

  • During the day: used to increase reach and expand knowledge of participants.
  • During the evening: used to expand a circle of contacts.

Company Pages: Shows off an organization.

  • During the day: used to provide evidence to help qualify employees and companies in business interactions.
  • During the evening: used to give background data on an organization.

Advertising: Extends reach with targeted ad.

  • During the day: used to enable organizations to target specific other organizations or individuals based on a range of segmentation options.
  • During the evening: used to target messages to specific types of job candidates with the right skills.

In Part 1, we covered stats of how people use B2B LinkedIn day and night. Don’t forget to check it out! In the meantime, let me know when you usually use LinkedIn for B2B marketing and which part of LinkedIn is most successful for your marketing strategy in the comments or on Twitter @HS_Writing!

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How LinkedIn Works for B2B Day and Night – Part 1

LinkedIn is the premier social media platform when it comes to social networking for business. Recently it is becoming more known for its B2B potential by increasing lead generation and qualification. Brands can offer small portions of content that support business objectives. What many businesses do not realize is that B2B operations work a little differently in the day and evening on LinkedIn.

Via Flick clasesdeperiodismo

Via Flick clasesdeperiodismo

LinkedIn is most used during the work and used less on the weekends. This is different from other major social media sites where most activity takes place on the weekend. LinkedIn is a business tool, therefore most stay connected during their week of work and enjoy their weekends off from professional networking.

Views spike on LinkedIn when people take their breaks or lunches at work. The time of day that LinkedIn sees the most use is between noon and three in the afternoon during the week. It is also used when people need information online and have to connect to people for business reasons. Since LinkedIn is often used as a job board, it sees the majority of its use during a work day.

People on LinkedIn have some varying demographics, including being:

  • 58.5% male
  • 41.5% female
  • 35.2% between the ages of 23 and 34
  • 35% between the ages of 35 and 54
  • Most users are college educated, middle to upper class, and have no kids
  • The most popular industries are technical and medical fields
  • The most popular job functions are an entrepreneur, sales, and administrative

In Part 2, we will cover how each aspect of B2B LinkedIn is used day and night. Look for its release next Monday! In the meantime, let me know when you usually use LinkedIn for B2B marketing in the comments or on Twitter @HS_Writing!

3 LinkedIn Tools Your Business Needs to Use

LinkedIn is the ultimate social media platform for B2B companies. Traditional social media rules don’t apply when it comes to this platform. Businesses need to be more innovative when using LinkedIn. Luckily, these three tools will help you make the most out of the profitable business platform.

Via Flickr koka_sexton

Via Flickr koka_sexton

LinkedIn Groups and Answers

This tool allows you to target people who are already looking for your product or service. Instead of pushing people to get interested in your brand, you are pulling people in who already have an interest in it. LinkedIn lets you find these people and join in their conversations that are related to your products or services.

Via Flickr clasesdeperiodismo

Via Flickr clasesdeperiodismo

LinkedIn Advanced People Search

This tool allows you to build a network of prospects that benefits your brand in the long run. Add people that are part of your target audience and begin to communicate with them without being overly pushy. Being too pushy will result in a backlash against your brand. A premium account will help make this process quicker and allow you to balance on the fine line between communicator and salesman.

Via Flickr ekelly89

Via Flickr ekelly89

LinkedIn Advertising

This tool is completely worth the cost a business page has to pay. The tool targets people on LinkedIn by job function and gives a great ROI. A self-advertising begins at $2 per click, giving better results than when a business targets the mid-bottom section of an organizational pyramid. To target the upper section of a pyramid for high B2B results, look into LinkedIn custom ads and solutions. A minimum budget of $2,000 is needed for this kind of advertising, but it gives you better reach and higher leads. This is the best way to beat out the competition.

Which tool do you find most effective for your B2B company? Let me know in the comments or on Twitter @HS_Writing.

4 Changes You Need to Make to Your LinkedIn B2B Marketing Plan

LinkedIn is the best platform for social networking for business online. Many businesses and employees are building their LinkedIn profiles in order to network more effectively and generate leads. Many people on LinkedIn, however, are not getting the most they can out of their LinkedIn page. There are certain changes you may need to make to your LinkedIn page in order to increase your B2B marketing prospects.

Via Flickr by Link Humans UK

Via Flickr by Link Humans UK

In order to make the most out of your LinkedIn page, there are four changes you need to make to your B2B strategy:

  1. Optimize your profile. You need to provide a solid description of what products and services your business provides in case someone finds your page. Make this description concise and informative. It should be a snapshot of what you do, not every single little feature your business has. If a prospect is interested, they will contact you for more information.At the bottom of your profile under Advice for Contacting, make sure to list every way possible to contact you. People have different preferences for methods of contacts, so give them a lot of options. Include your website, email, Twitter, Facebook, and any other social media platform with contacting capabilities.
  2. Brand the company page and be active on it. You need to have a products and services tab and post frequent status updates. It is also a good idea to get existing clients to write recommendations and endorse you for the skills you offer. This is a good way to get some buzz generated and be a contributing factor for clients deciding if they want to buy from you.A company page is also a great way for existing customers to ask questions or get support. Make sure to always communicate professionally and with the brand identity in mind. Once you develop a good following on LinkedIn, you can provide special offers on your statuses only for people on LinkedIn.

    Via Flickr by Link Humans UK

    Via Flickr by Link Humans UK

  3. Convert weak social ties into strong ones. Most of the time, your B2B prospects do not convert to customers immediately. Create a LinkedIn group and have all of your prospects and existing customers to join this group. Once prospects see how much your current customers love your products or services, they will convert easily. This has an added benefit of providing a community for your product or service.
  4. Be patient. Profits and leads take time to develop. Being patient while being active on your page will give you ROI in time.

Which aspect of your B2B marketing plan have you seen the most success? Let me know in the comments or on Twitter @HS_Writing.

10 Ways to Use LinkedIn to Your Advantage

LinkedIn is the ultimate social networking for business. There are many features and tools on LinkedIn that can help you network and extend your business’ outreach. Many businesses and employees, however, are not using this social network platform to their full advantage. There are a ten easy things you can do to make LinkedIn more beneficial to your business.

Via Flickr by koka_sexton

  1. Join groups
    You can add and organize the people you connect with into groups, making it easier to share content that these groups of people would like. For example, if you publish or post content about marketing, you can post the content for these groups to view. This increases the reach your content, and business, can have.
  2. Become a specialist
    Only allow three to four endorsements on your profile in order to make yourself a specialist in certain fields. Choose endorsements that are completely relevant to what you do. Too many endorsements can damage your brand and profile. 
  3. Build credibility
    Recommendations are extremely important to establish your credibility. The internet makes people used to looking up reviews of products before they buy them. This is the same when they look up your business or profile on LinkedIn. 15 to 20 recommendations are a good start to build credibility. Look at your competitors and make sure you have more recommendations than they do. 
  4. Connect for the right reasons
    Using LinkedIn is like being in a virtual conference with people all around the world. This means you need to build valuable connections, not just connections to make your count higher. Every connection needs to correspond to your business or marketing goals. Having tons of followers will not help grow your business or profit. To get authentic followers, start with visiting your past jobs and connect with everyone you enjoyed working with. These people can also give you recommendations.

    Via Flickr by TheSeafarer

  5. Categorize the connections
    Connections can be categorized by topic in a process known as tagging. This helps make your communication with connections as targeted, personal, and specific as possible. When they are segmented by topic, it makes it easier to communicate with contacts.
  6. Add value to relationships
    You need to build a rapport with connections on LinkedIn, either past or present. This is part of why it is not a good idea to have a ton of impersonal connections. Consider what is in it for the connection to listen to you in order to start building a valuable relationship. 
  7. Be professional
    All aspects of your profile need to be professional. Your name on LinkedIn needs to be your actual business name and not a selling gimmick. Your profile photo also needs to be professional, not something you took on your beach trip. Adding a profile picture makes your profile seven times as likely to be viewed. The headline needs to encourage people to find out more about you. There are only 110 characters, so be interesting and concise. You should also customize your profile’s URL to make it easier to find.

    Via Flickr by Link Humans UK

    Via Flickr by Link Humans UK

     

     

  8. Be active on the website
    Update your status on a regular basis and share thoughtful or insightful news that pertains to your industry. Interact with groups and your connections multiple times a week in order to appear authentic and build long-lasting relationships. Also, make sure your profile is up to date constantly. 
  9. Add visual content to your profile
    Put many examples of your work on your profile to showcase your talent. Add things like test scores, courses, patents, certifications, and volunteering or causes you support. Volunteer work is great on your profile, since 42 percent of hiring managers say they view volunteer work the same as paid work. Make sure to include visual content, such as videos, presentations, and documents. 
  10. Make contact easy
    Make sure it is easy for people to contact you on LinkedIn. Put your email address and links to all social media accounts on your profile. Each person who views your profile will have their preferred method of contact, so provide a lot of options. 
Via Flickr by Link Humans UK

Via Flickr by Link Humans UK

What are some LinkedIn strategies that work well for you? Let me know in the comments or on Twitter @HS_Writing!