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- LinkedIn Prospecting: How to Find Your Next Customer on LinkedIn
- how to use twitter hashtags
- How to Improve Your Facebook Engagement Using Controlled Experiments
- How to Use Twitter Ads for More Exposure, Leads and Sales
- Klout Morphs Into Content Platform: This Week in Social Media
| LinkedIn Prospecting: How to Find Your Next Customer on LinkedIn Posted: 16 Feb 2014 02:16 AM PST By Michael Stelzner
Are you wondering how to use LinkedIn to find prospects and customers? To learn about how to build strategic relationships through LinkedIn, I interview Viveka von Rosen for this episode of the Social Media Marketing podcast. More About This Show
The Social Media Marketing podcast is a show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. The show format is on-demand talk radio (also known as podcasting). In this episode, I interview Viveka von Rosen, author of LinkedIn Marketing: An Hour a Day and founder of Linked Into Business. Viveka shares how she prospects on LinkedIn for her business. You'll learn about the tools available to make prospecting easy and what you need to do to get started. Share your feedback, read the show notes and get the links mentioned in this episode below! Listen NowPodcast: Play in new window | Download You can also subscribe via iTunes, RSS, Stitcher or Blackberry. Here are some of the things you'll discover in this show: LinkedIn ProspectingWhat is prospecting? Viveka explains that a prospect is someone whom you either find or attract to you who's in a company, business, industry or organization that has a need for your product or service. Before social media, prospecting was done through very expensive outbound sales. However, social media and LinkedIn in particular have changed this. You'll hear why Viveka loves prospecting.  LinkedIn is great for finding prospects. Social media has changed us from the age of the seller to the age of the consumer. Consumers now tell us want they want. A large part of prospecting is to know who your ideal clients are and know their needs. Facebook, Yelp, LinkedIn and Twitter make the research a lot easier. As a seller, it's also a lot easier and cheaper to get out there and position yourself as a thought leader. This engenders the feeling of "know, like and trust" in a client or prospect with whom you may not have had direct interaction. It makes it easier to close the sale. In Jill Konrath's book, Selling to BIG Companies, she talks about how you have to know whom to sell to. This is why LinkedIn is so important—it tells you who works at the companies, their positions and whom they interact with. It enables you to reach out to the right person. Listen to the show to find out why groups can be so powerful. LinkedIn for prospecting Viveka explains the two aspects of prospecting—inbound and outbound. Actively prospecting is just a matter of research. With a combination of keywords, titles, company name and location, you can use the Advanced Search on LinkedIn to discover the people you want to interact with. These are your prospects.  Advanced Search on LinkedIn is a great research tool. You'll hear about some of the great benefits of LinkedIn and also some of its limitations. One of the most powerful search categories is Location. Not only can you see who lives in your town, but also when you attend trade shows or conferences, it's a great way to connect with people before the event. A really cool app that you can use for conferences is Bizzabo, which has a LinkedIn API interface. There are thousands of events in there and you can see who will be at the event. It shows you their LinkedIn profile. In the show, you'll also discover another app which can be used for prospecting.  We used Bizzabo for Social Media Marketing World. If you want to meet prospects face to face before an event, a cool new app called Trendr will set up a live meeting place. Listen to the show to find out how you can discover if a prospect is active in a particular LinkedIn group. Viveka's experience on LinkedIn Viveka is extremely active on LinkedIn, either prospecting or inbound. She says that 70-80% of her business comes through LinkedIn and the remainder through things that she markets on Twitter. When you own a LinkedIn group, it allows you to position yourself as a thought leader. Viveka owns quite a few groups. Make sure the content you share is helpful and useful and not at all promotional. You need to ask questions and respond to other group members' discussions. You'll hear about Viveka's most active group, and how it's a support system for the LinkedIn chat on Twitter. Listen to the show to learn how to @mention someone on LinkedIn. The first thing to do when prospecting on LinkedIn Viveka advises that the first thing you should do is to look professional. Make sure your personal profile, company page and groups are all up to date. It helps to have the latest features enabled and ensure you are well-branded across all your touch points.  It’s great for your own visibility to have a very professional personal profile on LinkedIn. When you join groups, you need to be clear about your target market and join these particular groups. You can join up to 50 groups. It's a great way to be proactive. When you invite people, be honest and let them know you want to grow your network with influencers in your industry. LinkedIn has a great free tool called Get Introduced. Viveka feels that most people aren't aware of it because it's hidden. You get 5 introductions at a time with the free account and 15 with the basic paid account.  Get Introduced is in a drop-down box to the right of the Send InMail link. There are many different ways to actively prospect and Viveka has used all of them. When you join a group, LinkedIn allows you to InMail people who are also members of that group, or you can send them a message. You'll learn the best way to find out if a group is a good fit before you join. Viveka has created a list on Listly for the groups that she likes. Listen to the show to hear about how LinkedIn's SWAM (Site-Wide Auto Moderation) works. Prospecting etiquette on LinkedIn Viveka says that it always comes back to the 80/20 rule. If you provide 80% useful content to attract your prospects, then 20% of the time you can invite people to see your webinar or download something. When you message someone, make it conversational. Don't do a sales pitch in a message. You can let people know about a free webinar or download, but if you want someone to buy your stuff, then don't pitch them in an email. The best way to contact a prospect whom you don't know is to send them an InMail or message through a group. You'll hear Viveka give an example of what she calls the "easy yes" and how to build that familiarity with people. To help you find directors and executive-level people within a company, Account Researcher by eGrabber is a really cool tool.  Account Researcher helps you find a prospect’s email address and telephone number. To help you keep track of all your prospects, Viveka highly recommends that you download the new LinkedIn Contacts feature, which is a free tool within LinkedIn. You can make notes on your clients/prospects and tag them. You can also set reminders for yourself.  Everyone will get the new LinkedIn Contacts feature within the next 3-6 months. The LinkedIn app for mobile is pretty good too. Sixty-seven percent of people interact primarily through the mobile apps. Listen to the show to find out which third-party CRM systems work well with LinkedIn. Discovery of the WeekI recently received a tweet about a really cool resource called Tweet Binder, which aggregates all tweets around a hashtag.  These are a few of the stats for our Social Media Success Summit 2013 hashtag (#SMSS13). When you put in your hashtag, it will show you exactly how many people have tweeted with that hashtag. It removes all spammers. You can see the activity on a graph, which includes the number that are replies, have links and pictures, original tweets and retweets. There are four different rankings for top contributor categories. It shows who your most active users are with that hashtag, who has the highest impact, who's the most popular and the most original tweets. It then creates binders around topics that people are chatting about. We shared this tool with everyone who was tweeting every day about Social Media Success Summit and they got really excited because they wanted to get onto the leader boards. I'm extremely impressed with Tweet Binder. There is a free version and a paid version. Be sure to check it out. Listen to the show to learn more and let us know how this works for you. Other Show Mentions
You'll hear Douglas Karr with the Marketing Tech Blog and DK New Media give a testimonial from this year's event. More than 60 of the world's leading social media marketers will present in four different tracks. It's going to be spectacular. I strongly recommend you check out some of the videos and the testimonials. You can learn a lot more about it here. Key takeaways mentioned in this episode:Ways to subscribe to the Social Media Marketing podcast: What do you think? What are your thoughts on LinkedIn prospecting? Please leave your comments below. This entry passed through the Full-Text RSS service — if this is your content and you’re reading it on someone else’s site, please read the FAQ at fivefilters.org/content-only/faq.php#publishers. Five Filters recommends:
The post LinkedIn Prospecting: How to Find Your Next Customer on LinkedIn appeared first on Make Money Online With Twitter Marketing. This posting includes an audio/video/photo media file: Download Now |
| Posted: 15 Feb 2014 07:35 PM PST Do you know how to use Twitter hashtags properly in your social media marketing? |
| How to Improve Your Facebook Engagement Using Controlled Experiments Posted: 15 Feb 2014 01:25 PM PST By Andrea Vahl
Are you struggling with getting engagement or reach on your Facebook posts? You may have heard that you need to post more photos or more questions or more photos with questions… But what really works best for your audience? In this article, you'll learn how to find out which types of Facebook posts work best for your page. Why Experiments? Running controlled experiments from time to time will help you discover what works on your page so you won't have to take someone elses word for it. It's also a great way to help you come up with a posting structure that may help you streamline your content creation in the future. #1: View Insights for IdeasIn your Insights section, you do have some data on your best post types (under Posts), but that can be a function of what types of content you have been posting lately. So you may not get the whole picture if you haven't been posting many links recently. But it's a good place to start your investigation.  Take a look at the best post types for your page. Another good place to start is to look at the Posts section and click on one of the posts. You will get a lot of information on your individual posts. The example shown here is a photo tip, which typically does very well on my page.  Clicking on a post will give you a lot of information. What I wanted to see is how posts did in a more controlled experiment. If I posted similar information with a link or a text post, would it do as well? Here's an idea of how you can set up an experiment on your own page to do a little investigation. #2: Set Up Your ExperimentStart with an outline of types of posts that you want to test and length of time. I ran two different time periods to test the number of posts per day. The longer your testing period, the better your results. But for the purpose of this post, I chose to run my test this way: Length: Posting 5 times per day for 3 days Types of Posts: Text, link, photo Post times and formats:
For the second experiment I posted 3 times a day with slightly later times: 10 am, 1 pm and 7 pm. If you're going to be a purist about this testing, you would post the same information each time and vary the post type each time. But that might not be so fun for your fans. Once you've done your posts, you should wait a day to allow for all the results and then you can start assembling your data. First, download your post-level data in your Facebook Insights area. Click Export Data, then select your date range and make sure you've selected the Post-level data button.  Download your post-level data. Now you're going to need to gather the data on four different tabs of the Excel spreadsheet.  Use the different tabs on the Excel spreadsheet to see the data. #3: Gather the DataI wanted to know about comments, likes and shares, as well as the clicks, reach and hides for each post. I found that information on each of these tabs within the spreadsheet:
One thing to note on the Lifetime Post Consumers by Type is that you'll see Link Clicks, Other Clicks and Photo Views. The Other Clicks incorporate when someone clicks anywhere on the post that isn't the photo or the link—they may click on the headline, the text in the status area or on a See More link if you have a long post. And a note on the Lifetime Negative Feedback: You'll have a column for Unlikes of Your Page and the "xbutton_clicks", which is the Hide button. I take the sum of these columns since they have a similar effect—the person is not consuming your content in the news feed anymore. Now put these statistics into one spreadsheet so you can compare.  Assemble the data into one spreadsheet. Sum up the days of data so that you can see what type of post "won" the day. Highlight the winners for each day. Obviously in terms of reach, you may be seeing the same people for each post, but it still equates to potential eyeballs on your posts. #4: Draw Some ConclusionsFrom this data, you may see patterns. One thing that's obvious is that the status updates are the best at comments, likes, reach and other clicks for the two posting schedules. So I need to keep that in mind when doing my posting. But I did see that the link posts did OK in the reach for their posting schedules. I'm not sure how the link posts got photo views in the second round of testing so that was unusual. The other thing you can do is compare the time slots between the posts and see if a certain type of post does better in one time slot. I noticed that the midday photo posts seemed to perform well compared to the other times during the day that I posted photos. After running this experiment, I might make sure my midday post has a photo. Final Thoughts By doing more controlled experiments, you can also find out what works best for your page. I would recommend using more data and trying different types of posts—maybe add a video post or test some different tagging strategies. In any case, it was a fun exercise and I felt like I learned a few new things. I also confirmed my thoughts about the status updates getting a little bit more engagement and reach. What do you think? What types of experiments have you tried running on your page? How did they turn out? Share your thoughts with us in the comments below! This entry passed through the Full-Text RSS service — if this is your content and you’re reading it on someone else’s site, please read the FAQ at fivefilters.org/content-only/faq.php#publishers. The post How to Improve Your Facebook Engagement Using Controlled Experiments appeared first on Make Money Online With Twitter Marketing. |
| How to Use Twitter Ads for More Exposure, Leads and Sales Posted: 15 Feb 2014 06:47 AM PST By Kristi Hines
Have you followed the latest on Twitter ads? Twitter has many paid options to help you gain more exposure. Keep reading to discover three ways to use Twitter ads to grow your business. Why Twitter Advertising?When Twitter released their advertising platforms, there was a huge lack of functionality when it came to targeting your ads toward specific audiences. While it's still not as detailed as Facebook or LinkedIn advertising, Twitter has come a long way in making sure your advertising reaches the right audience. In this post, we're going to look at how to create a high-performance Twitter ad campaign for your business. #1: Gain Visibility With Promoted TweetsOne of the most popular uses of Twitter advertising is to promote a specific message (tweet) on Twitter. For example, if you search Twitter for a particular keyword, you're likely to see a promoted tweet at the top of search results.  Example of a promoted tweet from Buffer. This can be a great way to get a specific message about your products and services at the top of your potential customers' Twitter feed. It can also be used to promote engaging content created by your business to boost authority in your industry. To promote a tweet, you need to go to the Twitter advertising section and sign in with your usual Twitter username and password. If it's your first time there, you'll be asked to select your country and time zone. Twitter advertising is currently available in the United States, United Kingdom, Canada and Ireland. For those who have used Twitter advertising before, you can click the New Campaign button to start a new advertising campaign. National brands and advertising agencies in 18 other countries including Australia, Brazil, France and Italy can fill out a form to speak with an advertising specialist. Next, choose New Promoted Tweets Campaign. Then you'll answer a series of setup questions about your campaign, starting with the campaign name and duration.  Give your campaign a name and duration. Next, fill out your targeting options. You can choose to target users based on keywords that users search or tweet about, television programming they engage with (such as people who tweet about the top-tweeted show, Scandal) and interests. Interest-based targeting allows you to target people similar to the followers of any Twitter username you enter, meaning you could target ads toward your competitor's followers.  Using the keyword targeting option. Note that of these three options—keywords, television and interests—only keyword ad targeting allows your tweet to appear in search results when someone searches for a particular keyword. Other ad targeting options will only show on users' timelines. In addition to the above targeting options, you can target your ads toward people in specific locations down to a city/metro level within the United States. You can also target by user device and gender. Once your targeting is set, you can choose to manually select the tweets you want to promote or allow Twitter to choose the five most engaging recent tweets. If you are trying to achieve specific goals, such as advertising your latest product launch, it's best to compose a custom tweet about the launch using the Promote a New Tweet option.  Manual vs. automatic tweet selection. Finally, set your total budget, daily maximum and maximum bid amount per engagement. While you can choose to bid lower than the amount suggested by Twitter, you may lose out on exposure if someone outbids you on the same targeting options.  Budget setup for your promoted tweets campaign. If you're new to Twitter advertising, you'll need to enter a method of payment. Otherwise, save your campaign, which will go live upon approval by the Twitter advertising team. #2: Grow Followers With Promoted AccountsThe next thing you can do with Twitter advertising is grow your followers with promoted accounts. You can see promoted accounts in various areas across Twitter, such as in the Who to Follow box in the left-hand sidebar.  Example of a promoted account. This is a great way to increase the targeted followers of your Twitter account quickly, especially if you are new to Twitter or simply want to expand your audience. The setup for promoted accounts is similar to the process for promoted tweets. Targeting options are limited to reaching users who are similar to a particular Twitter user's followers (such as your competitor's) and reaching users with specific interest categories.  Promoted account targeting options. You can also choose a tweet from your account that will be shown on mobile devices next to the suggestion to follow you. The tweet should be something that gives your potential new follower a reason to follow your account.  Share a tweet next to your promoted account on mobile. The budgeting options are also similar—you set a total budget, daily maximum and bid per follower. Suggested bid amounts vary based on the targeting options you set, but can range from $2 to $3 per follower. This is why you have to be extremely picky about your targeting so you only pay for followers who are good for your business. #3: Increase Leads With Lead Generation CardsThe best addition to Twitter advertising is lead generation cards. These are tweets that allow businesses to collect names and emails of potential leads for their business or mailing list subscribers directly on Twitter. You can see how it works by clicking on the cards.twitter.com link in this tweet from ExactTarget. You can find out how to set up lead generation cards in this post by John Bonini. It's a great way to really get tangible, measurable ROI from your Twitter advertising. Twitter Advertising TipsTo get the most out of any Twitter advertising campaign, be sure to use these three tips.
Over to You As you can see, Twitter now gives you more options to reach your audience and helps you to create the Twitter ad campaigns you need for your business. What do you think? What have your results been using the new Twitter advertising targeting and lead generation options? Please share in the comments! This entry passed through the Full-Text RSS service — if this is your content and you’re reading it on someone else’s site, please read the FAQ at fivefilters.org/content-only/faq.php#publishers. The post How to Use Twitter Ads for More Exposure, Leads and Sales appeared first on Make Money Online With Twitter Marketing. |
| Klout Morphs Into Content Platform: This Week in Social Media Posted: 15 Feb 2014 03:00 AM PST By Cindy King
What's New This Week?Klout Adds Content Aggregation: The "new content platform helps Klout users be better content creators. (It) also allows you to schedule your posts so they can be delivered when people are actually listening." Klout has reportedly been sold to Lithium Technologies.  "The Create tab helps you find great articles and posts worth sharing with your audience." Facebook Adds Gender Diversity: Facebook now offers "a new custom gender option to help you better express your own identity on Facebook." This new Facebook gender option offers "an extensive list of gender identities that many people use to describe themselves."  Facebook has also "added the ability for people to control the audience with whom they want to share their custom gender." Yelp Introduces New Interface: The "new design emphasizes the unique local content (Yelp's) community has contributed and makes finding key business information even easier for consumers."  The new design puts photos front and center. Path Announces Path for iOS7: "Focused on simplicity and usability—from an entirely new coat of paint, to adjusting your settings, to browsing the shop, to iOS 7 swipe gestures—(Path has) made it simpler and easier to do the things you do every day with (this app)."  Path has "also included iOS 7 swipe functionality, which will allow you to quickly swipe from any messaging thread back home." Haiku Deck Launches iPhone App: "You can download any or all of the Haiku Decks you've created for fast, fluid viewing and impromptu pitching, even if you're on a plane, in a taxi or at a conference with sluggish Wifi."  You can "use your iPhone as a remote." Here are a few cool social media tools worth checking out: Snippit: An app that allows you to "create precise, short clips from any song in your music library. Attach to a photo. Share with friends."  "Search for snips by music genres, trends and hashtags. Users can also search and discover iTunes music through the app to download full-length songs." Chaatz: This new app "provides the widest range of messaging consolidation, identity management and privacy available in a social messaging app today."  "Chaatz is the first messaging app that allows you to create and manage multiple profiles and personas or aliases for work, family, personal and other conversations and purposes." EasilyDo: A free app that makes sure you never miss anything important.  Get more organized with EasilyDo. Other MentionsIntroducing Social Media Marketing World: 60+ pros help you master social media marketing! Join Chris Brogan (co-author of The Impact Equation), Mari Smith (co-author of Facebook Marketing: An Hour a Day), Michael Hyatt (author of Platform), Jay Baer (author of Youtility), John Jantsch (author of Duct Tape Marketing), Amy Porterfield (co-author of Facebook Marketing All-in-One for Dummies), Mark Schaefer (author of Tao of Twitter), Michael Stelzner (author of Launch) and experts from more than a dozen brands as they reveal proven social media marketing tactics at Social Media Marketing World 2014—Social Media Examiner's mega-conference in beautiful San Diego, California. Check out this overview of the conference or click here for more details. What do you think? Please share your comments below. This entry passed through the Full-Text RSS service — if this is your content and you’re reading it on someone else’s site, please read the FAQ at fivefilters.org/content-only/faq.php#publishers. The post Klout Morphs Into Content Platform: This Week in Social Media appeared first on Make Money Online With Twitter Marketing. |
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