Saturday, February 9, 2013

What I want for my birthday from LinkedIn

I’ve become a big fan of LinkedIn PPC advertising. The CPC is pretty low (especially for the B2B space), and they have been converting at an aggressive rate. Obviously, my landing pages can’t take all the credit. So, clearly, LinkedIn’s targeting and various anonymous algorithms are firing on all cylinders. I just wish that LinkedIn would put together a mobile app for its advertising platform.

Here’s the deal: my market is all over the world. And, when I wake up in the morning, I’d like to get an early sense of whether it will be a good day or not. Decent progress on my campaigns, of course, could make that extra cup of coffee superfluous. Unfortunately, I have to schlep over to my laptop, fire it up and then head over to the LinkedIn advertising platform. That’s just far too much work for me. It would be so much better if I could just pull up my LinkedIn advertising dashboard on my iPhone or Kindle.

So, LinkedIn, please, please, please: give me a mobile app for your advertising platform. To hit my deadline (check the headline), I’ll need it by the first week of March.

Tuesday, May 8, 2012

Corporate blogging still leads social media marketing

I love it: for several years, I’ve heard marketing folks proclaim the death of corporate blogging, favoring the likes of Facebook and Twitter. I’ve always thought that was a joke, and apparently, I’m not alone. According to the latest from eMarketer, 91 percent of the social media marketers surveyed are planning to increase their use of corporate blogs this year. YouTube is next at 86 percent, followed by Foursquare (59 percent), SlideShare (50 percent), Flickr (43 percent) and Tumblr (30 percent).

It’s an interesting distribution. SlideShare is a fantastic platform, and Tumblr is obviously hot. I was surprised to see Foursquare make the list, let alone reach such a prominent position. The platform – and the movement around it – strikes me as stale. Flickr came out of nowhere, but I can see it: if you invest some time in your Flickr account and learning how to really use the tool, the benefits are profound.

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Source: eMarketer

Monday, May 7, 2012

Where will you find social media users?

The first step in social media marketing, of course, is finding the eyeballs! The goal, of course, is to identify, reach and engage with your target market, and to do that, sometimes, you need to cut a path through the waste of large social networks, like Facebook, to find exactly who you’re looking for. Once you find your target market in the social media world, you’ll want to make sure you have their attention for a while.

According to the latest data from eMarketer, this is most likely to happen on Facebook. The largest social network, with more than 900 million monthly active users, leads in average time on site with 405 minutes per visitor. Tumblr is next at 89 minutes – tied with Pinterest. Twitter trails at 21 minutes, with LinkedIn at 17 minutes, MySpace at 8 minutes and Google+ at 3 minutes.

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Source: eMarketer

Monday, April 30, 2012

Corporate blogging: the REAL REASON you need photos

The importance of visual impact on the web has only increased over the past few years. In fact, it’s skyrocketed. Take a look at The Huffington Post and Business Insider, for example. Both have followed in the footsteps of Nick Denton’s Gawker empire in making photos more prominent and compelling. Many others have followed (I took this approach, for example, with Inside IPO). There’s another reason to use photos, though, and it may be more important than engaging your users. Thanks to the SEO benefits of photos in corporate blogs (and elsewhere), the use of photos can help you attract new visitors from your target market.

Thursday, April 26, 2012

Email marketing: keep B2B prospects from getting sick of you

It’s hard to beat email for B2B marketing: it’s free, it’s targeted and it works. Search engine marketing (e.g., Google AdWords) is getting more expensive by the day, it seems, and Facebook’s ad platform has yet to prove itself. Display advertising often entails lots of visibility for little click-through, even if you are outperforming the market standard. Social media marketing requires a long runway, and the goal usually is to get them from the social environment to another area (like email or a landing page) in order for them to hop into your funnel.

Email marketing is much easier. You are pushing to a controlled population – your house list – so you know exactly who you’re talking to. You can segment based on profiles to improve targeting even more and further minimize waste. And, it doesn’t cost much: you pay for a service, and there are some cheap ones available (like MailChimp). The metrics, of course, are fantastic, as you can see who opened, who clicked, what was clicked and so on. This is a great way to truly understand what’s on the minds of your prospects and clients.

Until email fatigue sets in.