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New LinkedIn Tools to Generate Leads for Pages

author image Written by: Anne Duret           Categories - In The News

LinkedIn introduces new features to help businesses engage their community and measure their impact.

Thanks to recent feedback, your company can improve its services by adding custom call-to-action (CTA) button and analytics. “As a Page Admin, we’ve heard that you want the ability to customize the way you engage with your Page Followers and visitors. Beyond the primary ‘follow’ button, we’ve now added the ability to select a custom CTA button for your Page.” These new CTA buttons available for LinkedIn Pages include the following five options:

  • Contact Us
  • Learn More
  • Register
  • Sign Up
  • Visit Website

This feature is completed by an analytic tool that gives you in-depth details on your engagement allowing you to turn visitors into potential leads. The click-through analytics can be found in the admin home dashboard or at the top in your Visitor Analytics tab. The CTA buttons will only be available on desktop.

Communities Hashtags – Branch Out!

The Communities Hashtag tool allows you to associate your Page with relevant hashtags to engage new audiences. This hashtag feed helps you build brand awareness outside of your current follower community, thus allowing you to be front-and-centre with brand new audiences and potential leads. Like the new CTA buttons, this tool will only be available on desktop.

Mobile Admin Editing

Keep your Page up to date, post frequently and respond on the go with LinkedIn’s Mobile Admin Editing platform. Admins will be able to edit key details and published posts directly from their Page using a mobile device.

Other features

Look out for upcoming features from LinkedIn – these updates will help you make the most of your business page. With over 630 million users and 34 million Pages, it’s hard to stand out in the LinkedIn community. But with these new features and tools, your business has the opportunity to get noticed.

Anne Duret

Should You Outsource Your Social Media Marketing?

06/08/2018

Boost Brand Identity, Grow Business Reach, and More – Here Are 5 Reasons Why You Should Hire an Agency to Handle Your Social Media

Social media marketing gives businesses a direct line into their customers’ lives and an opportunity to build a relationship like never before. But, as anyone will tell you, relationships take time and effort. Maintaining a connection to consumers through social media takes commitment. You need to invest time, effort, and resources in your social media presence to keep your followers engaged and satisfied. Consistent, diligent work is needed to maintain engagement with your audience. It takes hours each month to manage just one social media platform, let alone the full plate your business must use to maximize social engagement. That’s a tall order for many businesses. Personnel, resources, and time are all precious commodities that might be hard to come by, which is why so many businesses outsource their social media management (SMM) to a digital marketing agency. Agency expertise ensures dedicated social media managers stay on top of your accounts at peak times to provide real-time, high-quality responses to consumers, not to mention follow-up responses and regular posts to promote your brand. Furthermore, they maintain your brand’s tone and voice across all platforms to help ensure continued social media success. But that’s not all an agency can help with.

5 Reasons to Outsource Social to Digital Marketers

We’ve put together 10 key reasons why outsourcing your social media efforts can help you increase social media effectiveness and success – and how that translates into success for your business.

1. Track and Maximize Social Performance

Digital marketing agencies track and analyze social media analytics, monitoring awareness, engagement, and conversion rates.

The office workspace of a social media marketer, featuring a laptop opened to Twitter, a coffee cup, an extra monitor, and a notebook.
Agencies specialize in handling every aspect of your social media presence.
What’s more, they can tailor a social media schedule for your organization. Based on their insights and research, agency experts construct a posting schedule to help you maximize exposure. By getting your social content in front of as many eyes as possible, they can maximize how your accounts work for you, whether for lead generation, brand awareness, or customer outreach.

2. Consistent Brand Messaging

Maintaining a consistent brand identity consistent through your social messaging can be a challenge. How your brand “voice” translates from one platform to another isn’t always immediately clear, either. But by outsourcing to experts in the field, you ensure your brand messaging is maintained at every point. But what does that mean, really? In short, it means a single, unified presence across all platforms. All accounts are working in concert, sharing your content on a regular schedule and adapting it to suit individual audiences. For example, the tone you use on LinkedIn won’t fly on Twitter, and the way you share on Instagram won’t apply to Facebook. Instead of a single generic post blasted out on all these channels, you’re tailoring your message for each one. Which brings us to…

3. Targeting Key Audiences

Beyond voice and tone, there are plenty of technical aspects that come along with targeting certain audiences you’d like to reach. And here’s the thing: social media is all about sharing. You want your content in front of as many eyes as possible. While organic sharing with your customers, fans, and supporters is great, it sometimes needs a boost. But without outreach and spending, that content relies exclusively on organic sharing. That’s where advertising budgets come in. Boosting a post on Facebook, for example, means putting a budget behind your post to put it in front of the eyes you want to reach. Boosting a post allows you to target certain demographics and ensure you get valuable screen time. It’s not a guarantee you’ll get a clickthrough, but you increase your chances. Remember, your existing audience already sees the content you’re sharing. That content maintains the relationship.

4. Basic Link Building Outreach

Your content strategy probably already includes a link-building component. As we’ve mentioned earlier, social media marketing helps put your content in front of more sets of eyes. If you’re a tech company sharing new developments you’re excited about, maybe a company like yours will see your content and feel the same way. Now say those people share your post through their own social channels. Your social reach increases and your content gets that valuable visibility. From there, content marketers and link-building SEO experts might start incorporating backlinks into their sites. Before you know it, you’ve built authority and helped get your links higher up in Google Search. (We are simplifying things here, but that’s the gist of link building – you literally get sites to link back to your own!) Social sharing’s role in link building shouldn’t be overlooked. It’s something of a wildcard, but it’s nonetheless an easy way to build quick and easy backlinks, assuming your content gets the sharing and reach it needs.

5. Dedication and Passion

A woman swipes on her smart phone social media icons float out of it.
Experts bring a wealth of knowledge and passion.
As mentioned earlier, social media management is a full-time job in and of itself. Working with agency experts essentially puts an individual or a team in the driver’s seat of your social media presence. If the biggest hurdle for your organization is simply finding the time and personnel for SMM, then outsourcing is a no-brainer. Agency experts have the time and know-how to keep your social media presence working for you. What’s more, they’ve got the passion to give it their all – it’s their job, after all. What’s more, it’s important to note that SMM experts work with you. If there’s something you need to be posted quickly, they’re always available to provide insight and advice to make it happen. SMM experts add value to your social presence, making recommendations and optimizing your content to get it up and visible quickly.

How Outsourcing SMM Benefit Your Business

Outsourcing is often the most cost-effective solution to SMM. Getting a digital marketing agency to handle your social media campaigns often costs less than hiring one employee in-house. Plus, you get access to a whole team of experienced marketers. If you’re still in the start-up phase or are new to the social media marketing game, you may not have the time to monitor, manage, and measure your social media. But by handing this responsibility over to marketing specialists, you can improve your messaging, outreach, and impact. Here’s how a digital marketing agency can help you:

Develop And Implement a Strategy

An agency can help you develop a clear and effective SMM strategy to suit your specific business goals. The agency SMM team helps you stay on top of all your daily social media tasks and progress through your strategies, putting your plan into action and ensuring it’s delivered effectively. What’s more, they provide support to your in-house staff. They can answer social media questions and teach social media skills, and they can also offer knowledge to help you avoid pitfalls and adapt your strategy as needed.

Access to Influencers and Integrated Marketing Efforts

An agency may have access to a database of top social media influencers who you should network with. This will save you plenty of time finding these influencers on your own. A digital marketing agency can also successfully integrate your social media strategies with your overall marketing strategy for optimal marketing results.

Warning Signs You Need Social Media Outreach

If your social media strategy includes any of the following, then you need to step up your game:

  • You only post on social media when you have time—which could be almost never.
  • You only post what you want to sell—which will turn off readers.
  • You’re not taking social media seriously enough. As in, you don’t have dedicated, experienced staff take care of it. Instead, you’ve hired an unpaid intern or borrowed Nancy from accounting to do this work.

Get in touch with experts to help get back on track!

Why In-House Doesn’t Always Work

If you don’t have the time, resources, or expertise to keep up with social media, your in-house efforts are constantly fighting an uphill battle. Unless you latch onto something viral, you’re going to have a hard time building a dedicated following. Remember:

  • Social media requires effective, engaging storytelling, not boring, impersonal robot-type interactions.
  • Social media isn’t always about sales, it’s also about communication and relationship building.
  • You need to provide real-time responses to all comments, or you risk losing customers.
  • You need an experienced social media manager to develop an effective strategy. An intern or an employee with another role may not have the experience to optimize your social media marketing strategies.

Don’t leave your social media on the back burner for when you “have time.” Your social media needs as much love and attention as your other marketing efforts. If you can’t build and nourish your social media relationships on your own, get the help of a digital marketing agency who can.

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Why Businesses Should Beware Memes

04/13/2018

Memes Don’t Make For Engaging Content – And Bring Copyright Concerns

Memes are fun. They make us smile, laugh, and forget about our worries for a moment. And because memes tend to elicit such a positive response, they tend to go viral, shared by thousands of users on social media. Memes are tempting! Just like that delicious lemon pie that adorable little pug is eyeing up there… Okay, we’re not entirely above using adorable, precocious animals ourselves. Since memes have such a large reach on social media and they’re relatively simple to make, you’ve probably considered using memes in your social marketing strategies. But before you do, you should know the risks involved. Posting a seemingly harmless image of a famous poor-tempered cat could actually cost you if you’re not careful. Using Ottawa SEO services for your social advertising campaigns can help you avoid any potential pitfalls. In fact, we’re covering a few key aspects of memes and advertising here so you know how to navigate them.

Copyright Concerns

Remember Grumpy Cat, Nyan Cat, and Keyboard Cat? They’ve all got something in common, beyond being incredibly popular examples of memes (and being cats, of course).

The worst possible reaction to using a meme.
The worst possible reaction to using a meme. Gif from Baskets, 2016, on FX.
  The creator of each one has taken legal action to protect the use of their property. That’s right, each one is copyrighted or trademarked. In some cases, they’ve filed lawsuits for unauthorized use of their copyright. While you might not want to feature a particularly ornery cat to make a point, other older, popular memes might have some legal issues attached to them. It’s a big potential risk, even if it’s just a quick post to your social media accounts.

Understanding Fair Use and Fair Dealing

Thanks to fair use limitations, memes can be created and used for sheer personal entertainment and shared amongst your friends on social media. “Fair use” here refers to brief excerpts of a copyrighted work being used as-is for criticism, reporting, teaching, or research. No permission is needed for fair use. But in Canadian copyright law, there is no fair use provision. The closest analogue is “fair dealing,” which covers use for criticism, reporting, teaching, and research, but adds parody and satire. If a meme or piece of work falls in these purposes, then it’s up to you to determine fairness based on a number of factors laid out by the Supreme Court of Canada:

  • Purpose of the dealing
  • The character of the dealing
  • Alternatives to the dealing
  • Amount of the dealing
  • Nature of the work
  • Effect of the dealing on the work

And, incidentally, if a work is copyrighted in Canada, it’s automatically protected in the 176 member countries of the Berne Copyright Convention.

International Copyright

International copyright law may also play a role in what you post to your feeds.
International copyright law may also play a role in what you post to your feeds, though Canadian copyright law takes precedence.,
Things are different in the US and around the world, though. Thanks to fair use limitations, creating and using memes for sheer personal entertainment is possible. You can even share them amongst your friends on social media. There are four criteria to determine whether or not the use of a meme is a fair use:

  • The purpose and character of the use—i.e. is it for profit?
  • The nature of the copyrighted work;
  • The amount of work used in relation to the whole work; and,
  • The use’s effect on the potential market for, or value of, the copyrighted work.

When you share memes on your personal account, you are not doing it for profit, nor will your use of the meme have a negative impact on the copyright holder, if there is one. But if you use memes on your business profile to reach a greater audience—and advertise your brand—you are using it for profit, which is not fair use. But even if you’re reproducing work from another country within Canada, Canadian copyright law applies. So you’ve got to apply fair dealing anyways!

Memes are Considered Poor-Quality Content

With all the legal stuff out of the way, let’s get down to the real meat and potatoes as they relate to your brand and web presence: Memes aren’t great content. Sure, they can generate a lot of traffic and engagement, but as content – building blocks of your brand – they’re basically useless. They’re disposable content, entertaining and enjoyable to be sure, but they don’t add value. Compare that to an infographic or engaging blog post that can direct potential clients and users to your business. They’re a flash in the pan, great for getting attention, but poor at keeping it. Facebook also views memes as low-quality content, so if you post memes, they probably won’t show up on your followers’ News Feeds. Like Google algorithms, Facebook prioritizes high-quality engaging content that benefits users. Sure, memes are entertaining, providing a positive boost to our emotional well-being. But aside from the short-lived moment of hilarity, what else do memes do for us, really? So, in regards to your business page, you’re better off staying away from memes and instead posting your own high-quality content to engage your followers and increase your reach to new followers. With the help of Ottawa SEO services, you can improve your social marketing campaigns, and without the risk of any lawsuits.

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