Tag Archives: LinkedIn


Don’t Forget LinkedIn in Your Content Marketing Mix

Let me start out by saying that I don’t think advertising is dead.  There is a lot of talk out there that it’s limping along as content creation sprints forward leaving it in the dust.  But, let’s be real, good advertising still sells.  That said, content creation has been around for a while, but as a relatively newbie to the marketing tool kit it’s getting a lot of attention. There are some pretty compelling reasons for this. Study after study shows that people respond to informational content.  What catches people’s attention is useful content that provides some insight or understanding.  A good blog – one that tells your customers and potential customers something they need to know — is a perfect example of persuasive content.

The biggest challenge with a blog is consistency and providing useful information.  But, there is more to it than that. Once you have the blogs written and posted your work isn’t done. If you have spent the time and energy to put together a useful blog you have to market it to keep it alive and reaching as many targeted people as possible.  Good content is marketing gold, but only if you get people to see it.  You can create a great ad, but if you don’t place it, it doesn’t sell anything.

There are lots of ways to market content.  Social media like Facebook, Twitter and Google+ should all be part of the mix.  But, I think one of the most overlooked marketing tools for b2b communication efforts is LinkedIn.  We all know (or should know) that LinkedIn isn’t just for recruiting and job searches any more.  People use it to keep tabs on contacts, network with peers, follow industry groups and get company news.

According to reports, LinkedIn has 300 million worldwide users with 100 million in the U.S. alone.  And it’s estimated that 40 percent of those users check their accounts daily.  The average LinkedIn user has 150 connections and many have more than 500.  When you post something to LinkedIn it appears on the news feed of all of your followers (depending on your privacy settings).  If one of your connections sees it and likes it then it appears on the news feed of all of that person’s connections, if one of his/her connections likes it, it appears on the newsfeed of all of that person’s connections and if someone from that person likes it . . . well you get the idea.  The number of people who see your post adds up pretty rapidly and exponentially.  

If your post links back to your website, you not only get more visibility for your content but you also have the potential of driving more people back to your website.  And remember all of this is free.  All you have to do is assign someone (or your agency) to regularly post all blogs and news coverage to LinkedIn. It should be on the check off list along with posting to Twitter, Facebook, Google+, etc.

LinkedIn works pretty much like Facebook, but I like it because it is a business platform targeted to professionals. Facebook is great for family photos, funny animal videos and personal opinions, but LinkedIn is for business. When you post on your company page that post appears in the news feed of everyone following your company. These are people who have shown an interest in you. Keeping them updated is important and should be a priority. These are your evangelists – people who will spread the word for you.

Tips for Building Up Your Business on LinkedIn


An average of 45 million profiles are viewed on LinkedIn each day.  As a result, LinkedIn has become a key tool to help market your business and professional life. LinkedIn company pages don’t have the accessibility as a personal LinkedIn profile. Joining groups is one of the key ways to put your company’s name and expertise out there as well as gain new connections and opportunities. 

 Tips for LinkedIn Groups

1)    Don’t join too many groups.. Join five to six groups at most  so you will have time to participate, engage and build a strong presence with each of them.

2)    Join Content Niches. Be specific in your posts to find people who have similar interests.

3)    Connect with people who frequently talk/ comment in your groups and conduct private conversations, follow them on Twitter or other forms of social media.

4)    Add “Follow us on LinkedIn” on your company website and email signature.

5)    Don’t just join communications or PR groups. Join groups that relate to your clients interests as well.

6)    Follow the rule of thirds. What’s that in this context? I remember learning about it in photography class

Tips for Company Pages

About 80 percent of LinkedIn members want to connect with company pages. Even though company pages do not have the same accessibility, it is still important to have them.

1)    Brand your page to make it SEO friendly. Google previews will show 156 characters of your description page text. Use industry keywords in your description. Members will find your company page by searching those keywords.

2)    Post in the morning. This is gives your post a longer shelf life and insures that more people will view and engage with it. Updates with links have a 45 percent higher engagement rate.

3)    Link your website and other social media on your LinkedIn page to ensure that potential clients can easily find you.


LinkedIn for B2B Marketing



Everyone knows LinkedIn as a social networking site for professionals looking to network, specifically through job seeker- employer relations.  However, LinkedIn can be used for more than just finding employees for your business.  It’s a great platform for business-to-business marketing. 

All social media sites are great outlets for promoting your business; but what makes LinkedIn different is the professional atmosphere it brings to social networking.  Attention for your business does not have to compete with Instargrammed pictures of food or political rants that may clog up other businesses’ or client’s news feeds. 

One of the ways LinkedIn can help market a business is through building a strong brand image.  Doing things such as posting your company’s logo onto an Internet banner and adding your company blog to your profile are good ways to promote your brand.  Use the about me section to detail the product/ services your business offers.  Another great feature is polls.  Polls allow your business to engage with other businesses, clients or professionals.  They show that you have an interest in other’s opinions- not just your own. 

Take videos that show what your business is up to or what the average day in the office looks like and upload them on your page.  Also, something unique to LinkedIn is the recommendation feature.. Ask another business to recommend your business and build up your reputation.  All these things help create awareness and improve brand reputation. 

Another way to use LinkedIn for marketing is simply by posting. Post what’s new with your business, events that are happening at your company and interesting factoids about your industry, etc. to show your presence and visibility within the industry.

Show your expertise. LinkedIn also offers Q & A chat-rooms that let businesses/working professionals ask questions related to a particular field or topic.  Answering questions and offering up advice regularly shows other users that you’re involved and know the field. Just don’t get the questions wrong.

LinkedIn is also a perfect avenue to promote events like conferences and tradeshows. While many companies post large-scale events through Facebook and Twitter, you are more likely to reach your true target audience through LinkedIn. 

Join key groups.  Your business can create up to 10 groups and can be a member of up to 50 groups.  Joining groups allows you to better connect with people and other businesses.  This lets you really hone in on your target audience and identify the best group opportunities. Location and industry- based groups are the most effective to connect with other businesses. Beware of spam groups that are not monitored or well maintained.  Once you join/create a group, contribute to the conversation and get your business out there.  Simply posting through your own account does not guarantee that the right people will see what you post.  You may have people or businesses in your circles that are not necessarily in your field.  By joining a group you can be sure that the right people will see, connect and engage with your business. 

Don’t forget to connect your Facebook, Twitter and other social media sites to your LinkedIn account to maximize social media presence and visibility.

– Niki Perri



Getting Social in Security

Marketing for the security industry has always had its challenges. After all, what company really wants to talk extensively about its security? Talk with any marketing, public relations or media person in the industry and he or she will tell you that one of the most difficult things is to get customers to talk openly about their security systems.

Image courtesy Wikimedia Commons/Nan Palmero

Now, add social media to the marketing mix. We are talking about Facebook, Twitter, blogs and all the other social platforms vying for attention these days. Social media is meant to be just that – “social.” It is meant to frequently and openly communicate about a company, its products, solutions, people, events and expertise. So, it might seem that social media and the reticent world of security are not a good fit, but it would be a mistake for any tech-savvy company today to ignore its potential marketing power.

Social media is a way of showing your customers, investors, vendors and employees just who you are. It gives them a peek behind the scene, builds brand awareness and sets your company up as an industry leader.

I recently wrote about how we helped a large security systems integrator expand its digital media presence and take advantage of new marketing platforms. Whether your company is involved in security or any other high technology business looking at taking on or expanding a social media program you’ll want to read this article on SecurityInfoWatch.com. It’s a good roadmap that highlights the benefits of implementing a strong social media program and provides some valuable tips help you get started.

– Cindy

Brand Building is in the Air and Love Could be Too


A new program at KLM Airlines lets ticketholders upload their Facebook and LinkedIn profiles along with their itinerary.  Based on their profiles, passengers pick whom they’d like to “meet and seat” with.  While admittedly, this program is not suited for the antisocial traveler, it has my attention.

I asked my Facebook friends about their opinion on this since many of them travel. One adventurous friend and avid traveler liked the idea while another who flies internationally often, said he hates when strangers try to chat on a flight.   Another predicted a future where flyers would never be willing to sit with a perfect stranger without giving their profiles a good once-over.

Using social media to meet people isn’t anything new. What is new however, is that airlines have found a creative way to personalize the flying experience.  By creating this new opt-in service, the airline benefits by getting additional information about you: the customer (a marketing gold mine).  And who knows, in turn, you could end up meeting the love of your life or a business contact that lands you the opportunity of a lifetime.

This is a smart way to use social media for building brand awareness and customer loyalty.  Instead of just ‘tossing their hat into the social media ring,’ and hoping it sticks, KLM is actually offering up a new experience for its customers.

This new service will give KLM an edge over other airlines with competitive ticket pricing. I see myself using it, but as I have a ridiculous fear of flying, I don’t imagine I would be much fun for the person sitting next to me. They would have to be willing to deal with intermittent arm clutching, demands for a window seat, frequent bathroom trips and offer up distractions during turbulence…any takers?


Follow me @saraalisia

Networking in an Increasingly Connected World

Job searching – no one loves it but everyone must do it. Whether you are just starting after college or are a tenured professional, job searching and networking is a skill set that we all must master.

Now I know what you’re thinking. But don’t cringe. This is an opportunity.

As a new addition to the Daum Weigle team, I recently had the privilege of experiencing the challenges and opportunities of networking firsthand. Yet even after weeks of developing the craft, I realized that there is no how-to rulebook out there on the best ways to utilize social media.

Some say avoid it completely. Others embrace it without any sense of tact. I say make it an instrument in your growing arsenal for success.

First, we must recognize that our online personas are just as capable of making a lasting impression as are face-to-face interactions. Once here, we can start building our stories and connecting to the world.

Whether it’s a blog, a Facebook page, Linkedin or just a few characters each day via Twitter, tailor your writing and media posting to the type of people you want to attract.

Sure, you can protect certain aspects. Who doesn’t cherish their personal interactions? Just don’t hide completely.

Social media is your opportunity to connect with other professionals who you may not otherwise meet. Research your audience. Connect through similar interests. Layer your interactions over multiple platforms.

Start with the arenas that your target companies and audiences operate in. Do they have a Linkedin page? A Twitter profile? Identify what they are talking about and connect with them across those mediums. Then convey your story through what you write. Post about mutual interests and newsworthy topics. Initiate the dialogue and build those connections.

This is the world we live in and companies are increasingly looking towards the online world to see who the next great leader will be.

Whatever the topic, whoever the professional, don’t be afraid to tell your story. Just as you would present your skills in an interview or chat-up other professionals at a networking event, do the same in the online world.

This is your chance to make an impression. Don’t waste it.


Are Males The More Social Gender?

I just saw a report that initially surprised me – until I read a little farther. Men are more social than women, at least on the professional networking site, LinkedIn.

Maybe it’s just my own experience, but I’ve always thought that women were much better at keeping up with friends and associates. LinkedIn sees it another way.

The recently released report found that men, overall, are better at making connections and advancing their careers via social networking. The so-called social “savviness” of the sexes was measured by ratios of LinkedIn users compared to the percentage of men and women in various industries. Really?

The report did recognize other factors such as job seniority and function could also play a role in the findings. I think those considerations may be far more important.

Who is more social?

Men make up 63 percent of LinkedIn users, making it one of the few social networking sites where they outnumber women. Only 43 percent of MySpace and Facebook users are male. On Twitter, men represent only 36 percent of users.

The LinkedIn study was interesting enough to catch my eye, but I really think other issues, both social and economic, account for the male bias in this case.

What do you think, are men really more social? Or is it that there are still more men holding top-tier jobs in American businesses?

— JD

Twitter: @jdaum