LinkedIn connects more than 630 million professionals. Its main focus is to build strong and long-lasting career connections and quality content. The platform is definitely on the rise and there are plenty of ways you can leverage it for your business or personal brand.
Knowing the fact that the organic reaches for business pages for Facebook and Instagram are decreasing, LinkedIn offers a chance to reach your audience more effectively.
So, how can you get the most out of the biggest social network for professionals? First of all, know the basics. LinkedIn (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don't try to understand everything. Choose to learn what matters to your business the most.
We have prepared content that will help you get to know the very basic idea behind advertising on LinkedIn. We call it the Beginner's Guide to LinkedIn Advertising and within it we cover the following topics:
Dig into the LinkedIn advertising by downloading the e-book below and let us know how it helped you boost your business.
All small businesses need a good marketing plan to help it reach its targets and aspirations. With every marketing plan comes a marketing budget. You can say they go hand in hand. Creating the optimal marketing budget will ensure you spend the right amount of money in the right places to achieve your marketing goals. Creating a marketing budget used to involve a lot of trial and error which can lead to unnecessary expenses and ineffectiveness. But nowadays with everything becoming easier thanks to the amount of information available on the internet, so is creating the optimal marketing budget, everyone can do it.
Small business owners are finding new ways and techniques to plan out their strategies and design successful marketing budgets. It all comes down to how much are you willing to spend to acquire new customers and increase your brand awareness.
One of the main problems of real estate agents, is getting listings. To make it work, you shouldn’t just focus on your website. Social media and the online world, overall, could be a marvelous extension of the brand you present yourself as offline. If you take advantage of its options, you’ll reach more people, build trust and most importantly - sell.
Here are a few things you should know about social media marketing for real estate.
If you are running your own small business, it is only right to have a website. With everyone being on the internet it is almost impossible not to take advantage of it. Unless you do not want your business to grow and succeed it is essential to build up your online presence and having a website is one of the ways to do it. Thanks to the evolution of technology and free website builders like Webflow, building your own personal website has never been easier. You do not need to be a computer engineer or know computer programing. Free website builders enable you to build a personal website to your liking. There are so many positives to having your own business website.
So, here are the benefits and advantages of having your own website:
This is a short guidance on how to create your business page. As mentioned in the article about facebook formats, the business page is sort of a profile of your business. Once it is set up, you can post any promotion, funny story, new opening hours or whatever you find relevant there.
Creating the page itself is not difficult. You only need your Facebook profile. In the upper bar on your profile, find the button “Create” and select “Page”. Choose “business or brand” and then enter all the needed info.
You will be asked for the page name, your business address (it does not have to be shown to anyone), your profile picture, as well as the cover picture. As you can see in the picture below.
When you enter all the information, you can start building the content of the page and then start inviting people. In the upper bar you can go, for example, to your inbox to check your messages, in the Insights section you can see how posts and the page perform overall, and in the publishing tools, you can schedule your posts as we explained in the previous article about community management.
If there is a specific action you want the visitors of your page to make, you can add a button for “Shop now”, “Contact us”, “Download game/app”, and plenty of other options. It is handy and makes the page look professional.
It is very easy to add any piece of content to your business page, but sometimes it is confusing to switch between your profile and the page. Lots of entrepreneurs struggle with posting personal things on their business page and vice versa :). Don’t forget to switch between profile and page! On your mobile phone you can find your page on your hamburger menu. On the desktop, you can switch to it in the upper bar by clicking the little arrow.
Creating a page is not a big deal, right? To use the whole potential of Facebook for businesses, you should create a business manager account, as well as, an ad account to be able to run your paid ad campaigns. Regarding Facebook advertising, you can find complex info in our e-book!
If you run a social media profile, you've probably thought of what to put on your content calendar. You want to create and publish something that truly brings value to your audience and resonates within them, right? User generated content can help you not just fill your content calendar, but truly bring something that gives a new perspective to your business.
User generated content, as the name suggests, is content that is voluntarily created by your best customers – brand advocates – and shared so that their audience can see it. It is basically the best thing your customers can do for you – refer their friends to you/ share your product(s) or speak about your service(s)!
Imagine you are an owner of a gym that is visited by dozens of customers daily. What if some of them posted a photo to their social profile, exercising in your gym and saying something nice about your place. Wouldn't that be great? Could that bring you new customers? Absolutely.
79% of users say user generated content has a high impact on their purchasing behaviour. That simply underlines what we've stated earlier.
In 2014, Starbucks came up with a White Cup Contest which, guess what, is focused on user generated content… You can read more about the contest here. The only thing we will say is that they collected over 4,000 pieces of content! That just goes to show the true power of brand advocates. Your business can do that too – probably on a smaller scale, but you can. Remember that every one of your best customers can bring you another one. Your brand advocates grow as your business grows…
If you say your product is the best, some people might believe you straightaway. But isn't that statement much stronger when made by someone who is already a loyal customer and has no other interest in regards to promoting your brand? User generated content brings true authenticity into your content and, thus, gives others another perspective of your business.
People love seeing the product they aim to buy has great reviews! It gives them proof that their purchase won't be a mistake. Social proof – proof by someone other than the business itself – is a strong weapon and we encourage you to use it in your content calendar. Look at Amazon. Their products have thousands of reviews, which makes it far more valuable and far more worth it to buy for new customers.
Let us look at some other examples of great user generated content shared mainly on Instagram:
Get your audience on board. Talk to your best customers and motivate them to create a good product review, unboxing video or simply a happy picture while using your product or being at your cosy place (café, gym, etc…). Those who love your product will happily help you get it in front of other customers, trust me.
The use of influencers is a trend that has been here for some period of time. Brands work with people who gather an audience that fits their plan. Simple as that. They often collaborate with celebrities who are followed and trusted by millions of people, experts in a given industry, or gamers that record their gaming sessions. If you can find someone who has your target audience, team up!
The fact is that you don't have to work with widely known influencers, pop stars or famous athletes. Find so-called micro influencers who help you reach a smaller audience, but with higher precision. The cooperation won't cost you a fortune and results will follow, as well!
Micro influencers, in most cases, generate higher engagement with their audience and are more passionate about increasing their audience. If you start cooperating with them at the beginning of their journey, your business relationship can grow into something that constantly helps you achieve your business goals and to build a wider (and more relevant) audience.
The best collaborations, nonetheless, are the ones that are natural and not “too obvious”. Give some micro influencers in your surroundings your product, let them play with it and tell you whether they like it or not. Those who do are your best fit. They will happily (and naturally) promote your product within their audience.
In this post we've stressed the strength of your customer base and your audience – motivate them to tell the world about your stuff and let them bring you new business. Find new alliances with micro influencers, let them fall in love with your product and enjoy the fruits of your (hard) work!
Have you already come across social media posts tagged with “Sponsored”? Do you wonder what they mean and on which principle they work? Good question! An even better one would be, how can these posts help you reach way more people than you do with your organic posts – the ones that you publish on your social media timeline? In today's post, we will uncover not just that, but also concrete steps to get started!
Truth be told, you can use these types of posts to reach many more people than you do today…
But before we jump into what a sponsored post means, let's look at what it doesn't. Say that you run an Instagram profile and add posts to your profile. So do we. This is what it looks like:
These posts are the ones that appear on your social media profile and most importantly, on the feed of your followers and friends. The ratio between the number of people you reached with your posts and the total number of followers is your ORGANIC REACH. The more people who follow your profile, the more people you can reach with every one of your social media posts. Therefore, it is important to build your audience.
But what if you want to reach more people? What if you want to expand your reach to someone who hasn't liked your page yet? Both answers will be clarified, go ahead and continue reading...
In regards to the organic reach, we have to tell you the cruel truth. The organic reach is constantly decreasing. What that means for you, is that you no longer reach the same number of people as you did before.
We have covered this topic more thoroughly in this article, but to point out the importance of this decrease, see the graph below:
From 2012 to 2016, the organic reach on Facebook has sunk to almost zero…
Let's do some math to understand it perfectly. Say your page or profile has 10,000 followers. Due to the organic reach decline, your organic posts may reach between 300 and 800 people based on its performance – making your organic reach between 3% to 8%. Now the chance that some of these 300 to 800 people interact with your content is way lower than if you reached 3,000 to 8,000 people (call me captain obvious). It may sound logical and totally clear, but ignoring this fact and relying solely on your organic reach may cost you your share of voice or market share. In other words, you may lose your followers, fans and customers if you don't act.
Now that we've come through what organic posts mean, let's finally clarify what these “sponsored” posts are that serve you targeted content on your social media feed…
Refresh your Facebook or Instagram feed and scroll for a few seconds… Stop, there it is! A post that looks like any other one with one small difference. It is tagged with “Sponsored” in the upper part. Can you see it?
You will find plenty of these on your feed. And most of them will be perfectly targeted at you – based on your interests and preferences. Now the key is to leverage this feature for you and your business, isn't it?
Let's dive into how this sponsored content works. Facebook, Instagram, LinkedIn, Twitter, Tik Tok and other social media platforms allow you to run ads through their advertising interfaces. You sign up, learn how the platforms work and jump straight into promoting your content. These interfaces – let's call them the Campaign Manager Accounts for now – remain unknown to “ordinary” users. It's all the magic that “happens in the background”.
Let's take Facebook as an example. Say I want to promote our post that has been (organically) published on our timeline:
Organically we didn't reach as many people as we'd like to. Let's promote the post then…
Either in Facebook Business Manager or tools like our own app, you can follow a few steps and create your campaign – sponsor a post. By defining your goal, marketing persona, budget and message, you can expand your reach and speak to people that have never heard of your business before or show your content to followers you'd not have been able to reach organically.
Going back to our example, let's say that we want to target small business owners in California. According to data from Facebook, we could reach 290,000 people, respectively 277 to 800 people a day for less than $10 a day.
Yes, promoted posts are about investing something into expanding your reach. But as you see, you don't have to sit on millions of dollars in marketing budget to speak to more potential customers than you probably do today. You don't even have to sit on hundreds of dollars to achieve your goal of reaching more people…
Not to say that when they purchase from you, your investment is back – with interests (or margin:)
This is what the set up would look like...
With only a few clicks – in case you use tools that simplify this process – you are able to start your campaign (sponsored post).
The best thing is, that you target your posts solely at people who are relevant to your business. In other words, you tailor your content to people that can become your customers, followers or fans.
Say you run an eshop with accessories. You sell watches, necklaces, small pieces of clothes, rings and other goods. You have two types of products: those made for men and those made for women.
You manage your Instagram profile and post content about your customers’ satisfaction (reviews), newest pieces of clothes and inspiration as to how they fit with other outfits. This content can be interesting for both men and women. But what if you want to run a campaign targeted solely at men with the goal of selling all the men's watches that have been sitting in stock for a long time? That's when the sponsored post comes into play…
The process has already been described: you define your goal (sell more watches), marketing persona (men in California between 25 and 45 years old, interested in fashion), choose which channel you want this post to appear on (Instagram), set your budget and campaign length ($5 a day for 7 days) and finally, create your great content – the ad that your potential customer sees on his feed. Say your post looks something like this:
Thanks to this campaign (while using the setting in the brackets), you are able to reach more than 7,000 people. And you've invested $35 in total. Awesome, isn't it?
Is this the only option to increase your organic reach, you may ask? It's definitely not. Marketing is all about synergy. You may want to combine more tactics to achieve the best results.
Let's go through some tips & tricks that can work perfectly with (or without) promoting your posts.
Again, this may sound obvious, but is not always completely understood. Creating super engaging content comes first, along with understanding your audience! If you don't know who you're talking to, your speech can never really resonate, right?
It's like in life. Imagine you go on a date with a pretty and intelligent woman who is into fashion and yoga. You spend the whole time speaking about the Super Bowl! How would that date end? You probably know the answer...
The same applies to your social media profiles and any content that you publish. If you create something that no one's interested in, you decrease not just your reach, but also engagement.
Start with defining your marketing persona and create content that they find interesting, educating, funny or shocking – anything that goes with your brand.
If you do so, your followers will like, comment, share and recommend your content and products. Thus, you can leverage the real power of social media: the snowball effect that happens once people share your content.
Let me share one secret with you. Your followers are not only on Facebook or Instagram. They also use other platforms like Youtube, Pinterest, LInkedIn or Tik Tok. In fact, an average American Internet user has more than 7 social media accounts. That being said, you should definitely leverage the potential to reach your audience where they are (and where your competitors probably aren't… yet).
Platforms like LinkedIn or Tik Tok have a much higher organic reach now. They are where Facebook was a few years ago. That may change as they grow and decide to monetize their audience, but till then, you can build your follower base and successfully grow your business! Go for it...
Are you also suffering from a continuous decrease in organic reach? Do you reach less people than you'd like to? Try some of these tactics and let us know how it has helped :)