It’s Time to Get Savvy: 6 Essential Strategies for Small Businesses on LinkedIn

LinkedIn stands apart from other social media platforms like Instagram or Facebook as it isn’t about showing off your personal life, it’s all about your professional life. LinkedIn allows users to network with other users, creating a gigantic web of connections across the entire platform for individuals and companies alike.

For individuals, this platform provides professional networking, connecting, and job searching. Alternatively, businesses can use the site for recruiting and more importantly, developing and strengthening their brand. That is, if they know how.

Often for small business, knowing how to navigate and stand out on social media platforms like LinkedIn can seem daunting, especially when they are unfamiliar to you. To steer you and your business in the right direction, we’ve come up with some of the best tips and tricks to help you wield the power of LinkedIn.

  1. Turn up the Professionalism

LinkedIn varies from most other social media platforms as it demands an air of sophistication and professionalism. This often means that small businesses must alter their usual brand content in some way to cater to the platform. This doesn’t mean you to have to turn away from your brand identity, it simply requires adopting a heightened formality in terms of language and sometimes imagery. Unfortunately, due to this fact, the convenience of auto-posting between social media platforms is strongly discouraged as the expectation and standard of content is entirely different on LinkedIn.

  1. Email Marketing

A strategy for small businesses looking to expand their clientele is to write a message to be sent to individuals that you connect with on the platform. This message should thank them for the networking opportunity and invite them to join you email marketing list through a direct link to the email signup. A feature of LinkedIn is that it lets users’ message 50 people at a time in this way which welcomes a huge amount potential business opportunity. Keep the message light, and professional.

  1. Posting Blogs or Articles

Many businesses have a website that features blog material. The benefit of this is that it enables a business to showcase their expertise and personality to possible customers. Posting some or all of this blog content to LinkedIn as well allows potential for greater exposure and display of your experience and knowledge as a business that will set you apart from competitors. This is particularly helpful if any of your content begins to gain some traction as LinkedIn will then highlight and boost the visibility of this content across the platform to relevant individuals. Obviously, this is a great tool in garnering awareness and interest in your brand.

 

  1. Employee Profiles

For small businesses, it is beneficial to have employees create profiles on LinkedIn. The reason for this is that it allows for greater exposure to your brand by creating more avenues to your company page (as long as your employees include their current occupation and company in their profile). Additionally, Forbesconducted a study that found out ‘“Employees are 70% more likely to engage with your company updates.” When your employees “like” and “share” status updates, they make them visible to their contacts.’ This domino effect can happen in various ways and shows how employees on LinkedIn can act as promotors. Another role of your employees is as brand ambassadors so ensure they have appropriate photos and a complete profile.

  1. LinkedIn Groups

Small business owners should join LinkedIn groups that are relevant to their target demographic. This is a great strategy to gain insights into audience pain points, needs and topics of interest that help in shaping and improving your marketing strategies. A perk of LinkedIn groups is that you can message members of the group that you may have built a relationship with even if you aren’t connected. The space itself may also provide the opportunity for general interaction in the form of your business giving advice in the group which builds your reputation and expands brand awareness. Overall, this feature is a great way of building relationships with potential future clients and getting your business name out there.

  1. Profile Summary

The ‘summary’ that features on your profile is vital in making an amazing impression on visitors to your page. You have 2000 characters to convey in an enticing way what exactly you do. Don’t worry about addressing the entire planet, you have a specific audience and they are the only ones who matter. Be succinct, be exciting, be personable and be unafraid to boast a little bit… be confident, not arrogant. It’s hard to know if you have got your summary right but just try to think of it as a first date, the reader is wanting to connect with you and this is your opportunity to put your best foot forward, show off your assets and try to get a second date.

Here are some examples to get you started.

How to Make your Business Stand Out on Social Media

 

Social Media is one of the most beneficial forms of marketing, driving traffic and conversations to your company. But with so many businesses now utilizing social media, it’s difficult to stand out amongst so much noise. Businesses are constantly competing for attention on social media.

With that said, you have to find ways to cut through the noise and stand out from the rest. Here are my 7 tips to help your business shine on social media.

  1. Use the right Social Platforms

Rather than jumping right in and making a presence on every social platform you can think of, take your time to think about what platforms are suited to you. While cross-channel marketing will create a larger reach, each platform has a niche target audience and there’s no point having a specific account if it doesn’t market to your audience. You need to know your target audience and have a good understanding of how each platform works. Find the platform that aligns with your audience.

2. Use a content calendar

It’s not just about where you share your content- it’s also about what social content you share. Successful social media marketing doesn’t just happen by chance, there is a strategy in place. People will not pay attention to irregular posts, irrelevant content, just shares from other accounts and quickly typed in content. You need to be proactive about your social media content. This can be achieved through a content calendar. A content calendar is where you clearly map out your social media content for each day. A great tool for this is Hootsuite or even an excel spreadsheet. This will allow you to have an idea of what variety of content you will be posting, keeping you on track with your social media goals.

3. Theme your accounts

You can make your brand more recognizable and appealing by using a consistent theme across your platforms. Essentially, theming means creating a distinct look by sticking to a specific colour, filter or graphic. With todays saturated market, merely posting an image that suits your brand will not have a strong effect. You are more likely to be rewarded with brand engagement and followers with consistent aesthetics. Not only will this make your accounts visually pleasing but it will make your brand more memorable. Consumers will be able to easily identify you from just an image, colour and filter.

4. Use Interactive Content

One sure-fire way to help your business stand out is to create interactive content. Customers appreciate businesses where they can leave their feedback and feel valued. Be proactive with your target audience and engage with them. This will create personalised content, trust and inform you of your consumers preferences and behaviours. Use online tools to create interactive graphs, infographics, maps and videos. Always make an effort to reply to comments, even if it is a simple ‘thank you’. Or just simply commenting, liking and responding to your consumers posts will go a long way.

5. Create Recurring Posts

The key to creating a social media page that stands out is to keep consumers coming back, week after week. Dive into creating a reoccurring weekly post or event. This can be one of the best ways to connect with your audience, add value and express some personality.

Perhaps host a weekly Q & A

Maybe post a weekly what’s happening in Perth

What about a weekly Sunday inspiration

Or even post a weekly tip

The opportunities are endless. By creating a reoccurring posts or event, you’ll keep your consumers coming back as they’ll develop an interest in your weekly updates.

6. Be Authentic and Transparent

Do we all remember the Colgate add that stressed how important protecting the environment was to them as they left the tap running and used an unnecessary amount of toothpaste in their ad? Don’t do this. This is one example of being unauthentic. To stand out amongst so much noise in today’s world it is so important to be authentic and transparent. If you’re genuine and transparent your followers will be more willing to identify with you.

7. Pay attention to your social media analytics

And the last way to help your business stand out on social media is to always measure your effectiveness.

Why?

Well paying attention to your analytics will tell you what is working and what isn’t. There’s not point continuing to post certain content if it isn’t resonating with your audience. Based on your data, you can move forward and focus on creating more content that’s in line with what is working.

Social media is a vital part of your businesses marketing strategy. But to make your social efforts effective you have to constantly look for ways to make you stand out from the rest. Follow these tips I’ve just shared and you’ll be on your way to becoming a benchmark for your industries social platforms.

The 5 Biggest Mistakes People are Making on Social Media

Have you ever heard the phrase it takes years to build a reputation and only minutes to destroy it? Well this so utterly pertinent when using social media to grow your brand.

With the correct approach, social media marketing is one of the best ways to grow your business. On the contrary, mistakes can be detrimental to your brand.

So, we’re here to show you how to prosper on social media by avoiding those common mistakes that can cost your company dearly.

1.Failing to Measure

Your business can only make progress on social media by detecting what works and what doesn’t. Your team should be measuring everything you do on social media and constantly monitoring results through the latest analytics. Using the information discovered, your team can delve into your future endeavours, ensuring your effectiveness on social media is being maximised.

 

2. No Calls to Action

All too often, potential customers will view your social media posts and leave it at that. Ensure before you post your next update you create a lead generation. Drive traffic to your website and opt-in pages. If you post a photo of your services or products, make sure to include a link that directs clients to a site where they can learn more and make a purchase.

3. Engagement Ghost Town

So, your Instagram bio is filled out, you’ve got a sweet profile picture and you’ve made a few posts.

Your social media tasks are completed now, right?

INCORRECT

Social networking is all about interaction. Two-way communication is vital on social media for your business. Constantly monitor and engage with consumers. When a comment is made on your posts make an effort to always respond, even if you just respond with a simple ‘thank you’. Follow similar companies in your industry, share posts that are relevant, like and comment on your users posts daily and update your page regularly.

4. Inconsistent Branding

Many businesses make the mistake of creating an Instagram page with a certain colour scheme or logo and their Facebook and Twitter pages with another. Have you ever come across this?

Brands, please knock this off.

Choose one colour scheme and logo and embrace it across all platforms. Ensure your brand is consistent and recognisable throughout all socials.

5. It’s not all about you

We all have that annoying friend on Facebook who just brags about themselves all the time, the one whose’ posts you skip past or eventually unfriend.

You don’t want to be that brand.

When it comes to social sharing you want to find that sweet spot between selling your brand and content that is interesting and fun. This is where the 80/20 rule comes into play. But what is the 80/20 rule?

You should be actively working to grow your follower base through making 20% of your content interesting and 80% focused on getting the word out about your brand.

So, think of it this way. For every 10 posts:

  • 2 should be personal, fun content that humanises your brand
  • 8 should be educational posts that inform the audience of your company

It’s all about finding a balance in the content you share. Focus on content that is valuable, interesting, relevant and fun to get your audience interacting with you.

Social media has a huge presence in today’s society and is forever growing. It’s important to know how to use it effectively to connect with consumers. Learning to avoid these common mistakes will give your business a competitive advantage so that you grow your follower base and win loyal customers.

Your Business Guide to Digital Marketing

ms pic 2Running a small business often means that you have to make the most of a limited budget. A crucial part of getting people to find out about your business is to craft an interesting digital marketing strategy that will catch the eye of your potential clients.

If you know anything about marketing, you have probably heard that mixing the online and offline ways of marketing is the best approach. Inbound and outbound as well as traditional and digital marketing. The secret is knowing where your clients ” hang out”.

1- Start by listing your business on platforms such as Google My Business, Yahoo! Small Business, Bing Places for Business, and Yelp.

2-Make the most of Google analytics, this will give you an in depth understanding of your website traffic.

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3-Use social media as a channel to reach your clients. Remember when posting on social media 80% of your content needs to be educational, motivational and conversational with 20% promotional. The aim here is to become the authority within your industry.

4- Make sure you use SEO optimized words in your website content. This will ensure that your clients will be more likely to find you on Google.

5- Start writing a blog at least once a month on a chosen topic. This will help greatly with your SEO as well as keep you relevant in your industry. The blog should be between 800-1000 words for maximum impact and once again don’t forget those key words. A great tool to find out which key words are trending in your Industry is a tool called Keywords everywhere, this will show you how many people are actually searching for your key words.

6- Depending on your industry, but if you have a product based business, then reaching out to influencers can have a great impact on the reach of your posts as well as your product.

7- Do you have an interesting story to tell? if so get some PR. There is a lot of power in the media and this can greatly impact your authority and credibility within your industry by getting some publicity.

Need a good Social Media or PR agency? I know one…:p Savvy Creations PR

[email protected]

5 tips to Creating Stand out Copy

Five Tips to Creating Standout Copy for Your Business

Words are an easily accessible promotional tool, and fabulous copy can make a lasting impression. Poor text, on the other hand, may be detrimental to branding and drive away clients.

You want words that work. And while there are endless tips and tricks online, getting the basics right is your best bet.

What exactly are you trying to say?

I want to appear skilled and reliable, communicate a story, be memorable and entertaining, transform readers into customers… With all these thoughts swirling, it’s easy to end up with busy, messy copy that overwhelms and alienates your target market.

Sounds simple, but defining what must be conveyed is important. Be clear on your vision for your business, and from the outset only produce copy in keeping with an overall strategy. Don’t lose sight of the core message, and get those facts in upfront.

Maintain a consistent tone.

You need copy with a recognisable “voice”. Creating an impression of your business is basic branding. This is consolidated by the material you put out into the world. Humorous or serious text, references to trending topics: the style you choose shapes people’s perceptions of your company.

Think of copy as having personality. A business image will be muddled by text that changes tone. Having one person write the copy is ideal, but if the duty is shared, create a basic guideline. Include key word suggestions, general sentence length limits, and preferred word counts.

Keep it concise.

There’s always a person at any gathering who loves the sound of their own voice. Don’t be that person online. Even if you have a lot to say, tight text is best. Everyone is busy, and watching the word counts shows you respect clients enough not to waste their time.

Writers who aren’t sure what they want to say use unnecessary filler. Be authentically true to yourself, and your mission in business. Know the purpose of each piece of copy. Stay on target with every email, blog, and post to establish credibility over time.

Try not to bore people.

Business copy isn’t a school assignment. If you’re bored while writing it, chances are people will zone out reading it. Avoid sounding like you’ve bookmarked an online thesaurus. Clear, simple language is often a smarter choice. The endgame is to forge a connection.

Let your passion for your business shine through. Like a diamond in the rough, enthusiastic material can then be shaped into something dazzling. Great copy can make even a lacklustre topic seem interesting, and relevant. That is the marketing goal.

Prep, and edit.

Make sure you set aside time to think, and plan—whether a single post, or your overall strategy. The mind needs space to come up with amazing new ideas. And while prepping is important, editing is also integral to standout copy.

How many times have you seen variations of, if I’d known this would go viral, I’d have checked the spelling first? Proofreading matters. When a brand spells its own name wrong, or misspells a trending hashtag, people notice. Pause, and take a moment to scan the copy before you share.

 

social media platform

The Power of Video

The power of videos on social media for businesses is increasing exponentially. Over the years the number of users who watch videos on Facebook, Instagram, and YouTube has skyrocketed. This type of content is a great opportunity for business owners to take advantage of and utilise for their own social media campaign strategy.

Users of social media watch videos for a variety of reasons such as for entertainment, educational purposes or when they are seeking further information on a product, service or brand. Today we will be discussing in further dept a variety of social media channels that facilitate the use of videos and the statistics surrounding the success of videos on each of these social media platforms.

FACEBOOK

There is no denying it that we all have a secret guilty pleasure of watching ridiculous videos of cats doing silly things, people scaring people and ASMR videos of dogs testing out various foods. We love to be entertained and humoured on our Facebook newsfeeds which explains how users are 135% more attracted to videos than photos on Facebook.

People prefer video content above any other type of content online. It is also quite important to note that 85% of videos are viewed by users with the volume off as they are either on the bus, train or in a public place where they can’t watch with volume. This means as a business it is important to have subtitles for all of the videos posted to convey the message across to all users including those who can’t watch with volume.

Facebook has th4 largest audience of any other social media platform with 2.07 billion active users on a monthly basis. Every day 100 million hours of video are watched on this social media giant which explores the success of video content. It is important for business owners to upload videos directly to Facebook as this gives you better analytics and increases the visibility to users in their feed. Another tip is giving users a call to action so that after they have watched the video, they have something to act on.

 

facebook video

YOUTUBE

This platform is consumed by video more than another other social media platform. On this platform, more than 1 billion hours of video are watched daily by active users. This platform is highly effective and successful for marketers and brands. The utilisation of social media influencers on this channel are vital to the success of brands who are seeking a successful social media campaign.

YouTube forms a very organic and trustworthy platform for consumers who are seeking information surrounding a product, service or brand. Marketers found that out of 87 percent who have posted video content on YouTube, 80 per cent found it to be an effective strategy. Videos on YouTube are watched in 88 countries in 76 languages which forms an ethnically diverse and large number of users that can be easily accessed through utilising this video-driven social media platform.

 

youtube video

INSTAGRAM

The rise of videos on Instagram stems from the success of Instagram stories, and lives. The utilisation of an Instagram story enables a quick post of a video or photo that only lasts 24 hours on a user’s profile page. The introduction of live stories on Instagram has boosted the video content on Instagram drastically as the length of live streams can be hours long.

The recent introduction of Instagram TV has been highly successful with users who are seeking more information and longer videos. Instagram is a great platform for video content to be posted as people use Instagram to seek out information through visually grazing over content without having to read anything. It is the top social media network for engagement regarding user participation and reach. This could be the result of its simplistic and visual nature which is visually appealing on mobile as well.

Instagram is home to 500 million daily users who post 250 million stories on the daily. In terms of business marketing, it is also highly successful with 88 percent of marketers finding video content posted to the platform it to be an effective strategy. A tip for utilising Instagram effectively is keeping it simple as over complicating it can lead to user confusion. Also, think about varying your theme as some businesses tend to find a theme and stay with it which becomes repetitive and boring.

Lastly, maintain focus and be single-minded when it comes to the idea surrounding your video.

 

instagram video

social media campaign

3 Top Tips for a Successful Social Media Campaign

  1. Consistency

consistency

Consistency is Key. Whether it be exercising, dieting, or posting on your business’ social media channels… consistency is the most important aspect for a successful social media campaign. What do I mean by consistency? One aspect is the amount of posts uploaded to each social media channel per week. Some social media channels that are highly successful regarding engagement levels and reach are Instagram, Facebook, Twitter, YouTube and LinkedIn. SO MANY OPTIONS!

I know you are probably overwhelmed but it is important to master a couple of channels as opposed to half-heartedly utilising all channels. I know by now you are probably thinking… how many posts per week? I suggest starting with 3-5 posts a week on each channel to capture and engage your desired target audience. A problem that some businesses face when utilising their social media channels is OVERPOSTING… don’t be that page. Overposting can lead to frustration and anger from your followers which can drive them away by unfollowing the business’ page. I personally would classify over posting as 3-4 posts a day!

 

  1. Congruency

congruency

Congruency is King. Congruency is my second top tip for a successful social media campaign. Congruency is when all social media channels convey a similar key message or strategy to a desired target audience or following. Congruency is all about telling a similar story on all of your social media channels, from Facebook to Instagram, and all the others in between… you name it, all of them must be congruent!

The importance of having a sense of congruency amongst a social media campaign is to reduce confusion and misunderstanding from followers of your socials. Storytelling is the main purpose and aim of a social media campaign. Congruency involves presenting different parts of a story that complement each other to piece together a final key message. A variety of large organisations utilise storytelling in promotional materials such as television advertisements and social media to further engage target audiences. The target audiences like myself become heavily attached and interested in some stories told by organisations (*cough* Rhonda and Ketut from AMMI insurance *cough*).

No, but seriously… the Rhonda and Ketut campaign was highly successful in increases brand awareness due to viewers genuine interest and attachment to the love story being told about the two actors.

 

  1. Clarity

clarity

Kudos to Clarity. Clarity is the last top tip I have for businesses utilising social media channels to promote their products or services on offer. It is highly important to have a clear and concise social media strategy that is easy for consumers to understand. Complex and unclear social media campaigns can lead to confusion which ultimately leaves to a business’ failure.

If a customer cannot understand what is being presented to them, they are not going to purchase or enquire about your business. Clarity is all about being coherent and helping people understand a key message in a simplistic way. A clear social media campaign enables a successful outcome as target audiences have identified and understood the key messages being communicated.

mastering content marketing

Savvy Tips for Mastering Content Marketing

Social media is now one of the best ways to market yourself and your business. In the last year alone, over 336 million new users joined social media, this works out as more than 1 million people joining social media every day. So, why is it so important to master your content marketing techniques? Creating the right content is the ultimate way to reach out to your target market and identify a wider audience who may be interested in your products, services or collaboration.

Why is content so important?

You must have the right content going out onto your social media platforms so that people are learning about your company. From this, potential customers will gain an understanding of what you have to offer. As this relationship builds up over time, this person will become more and more engaged with the business and this will lead to generating more leads, brand growth and sales.

How can you tell if this relationship has built up?

If your content is doing well, you’ll see that potential customers are directly engaging with your content. This could be through something as simple as liking a post or leaving a comment. You will see the level of engagements start to develop through direct website clicks. This is definitely one of the most important engagements which demonstrate that people are showing a direct interest.

How can I choose the best content?

Mastering content marketing can be difficult at first. It’s important to ensure that you are trying new things and different styles as part of a trial and error process. There is no right or wrong approach to take with social media, but after some time, you’ll definitely come to see that some things work better than others for your brand. To generate a variety of leads, you can use different content styles. A popular one is infographics or short videos. These are a great way of communicating a message in a quick and easy way whilst avoiding long captions. On social media, people are drawn to watching a short clip or having a look at a visually appealing infographic to obtain the information they’re interested in.

When creating your content, it’s best to avoid having a ‘sales, sales, sales’ approach! However, it’s important to embed your website link or a link to blog posts in content. Regularly uploading blog content to your website not only gives you a variety of things to post about but it also gives you the opportunity to generate direct website traffic without having to give a direct call to action.

Instagram is becoming bigger and bigger. There are so many different ways that you can use this as a platform and provide a wide variety of content styles aside from posting. Instagram stories are a new thing. You can generate more leads through regularly uploading stories. In these stories, you can embed various techniques, for example, find out more about your audience by using Instagram polls. You can also promote that you will be running a live Q&A time on your Instagram story. This will generate leads from people who have a direct enquiry in an engaging way.

Make your website SEO friendly

The Importance of Renewing Website Content for SEO Purposes

If your website or business webpage is outdated and has not been tweaked or improved in a while, you should know that the SEO of your website is taking a hit. Here is why you should look renewing your website content for SEO so that it continues to perform well in SERPs.

Algorithm Updates

Search engines are constantly updating their algorithms and refreshing search indexes to provide better functionality to users. The list of results that show up when a keyword is entered is getting more and more targeted so that only relevant content is shown to a user.

As a website or business owner, you want to reach the appropriate target audience so that chances of making a sale increase. For this, you must revamp your content to make it more SEO-friendly.

Content Marketing

If you want to market your content successfully, making it SEO friendly is the only way you can do it. By revamping your website content you can ensure that you keep up-to-date with the latest trends in content marketing. Through keyword research, organic keyword placement, and the right use of meta tags, you can keep your website on the first page of search results.

The world of SEO is constantly evolving with new algorithm changes and search engines becoming smarter. Gone are the days when marketers could use black hat techniques or game the system to make any piece of content rank. Now, in the environment like it is today, if you don’t stay on top of the latest trends, you’ll most probably be left behind. You need to keep your content updated and relevant. Last but not the least, you should make use of analytics to measure and drive the most value for your content.

How to Differentiate Between Writing for Digital and Print

When was the last time you read a magazine? Did you get that nostalgic feeling because it’s something you don’t often do anymore? With the digital world evolving we can now read the same content online, for free. Even though both types of writing aim to engage and educate the reader they require different skills to execute the final result. Let’s talk about 4 important differences we should understand between writing content for print and digital.

Structure

When writing for print it is more important to follow a structure for your content. Print readers enjoy a more structured pattern when reading – introduction, main body and conclusion. When reading content that is print-based we are more likely to read word for word whereas when we read online we tend to scan and look for keywords. When creating content for digital platforms a different structural approach needs to be taken – shorter paragraphs, subheadings, bullet points and lists. This approach to structure makes it more visually appealing and allow readers to scan.

 

writing for print

Length

When it comes to length online content is often a lot shorter than print. With this in mind, would you read a 10-page article online? Most people would say no. For the simple reason, that reading online can cause visual fatigue and readers can often lose interest. Statistics also show that reading on a screen can slow down reading speed by 30%. Taking this into account it is important to be able to adapt and adjust your writing style and length based on the platform you are writing for. If you want to create an online piece that is quite lengthy, it might be a good idea to break it up into sections or series.

Headlines

Headlines are designed to catch your audience’s attention. When we see headlines in content for print they are generally short, eye-catching and written in large font. Print platforms often accompany their headlines with images or subheadings that add context about the written piece. When we look at headlines for online platforms we don’t often see them in a larger font and the headlines are generally longer because images are not always used to add depth and context. For online purposes, the headlines should highlight keywords and phrases to entice attention from readers and help with SEO. See more about copywriting here: Melbourne copywriter

 

copywriting headline

Search Engine Optimisation

One major difference between print and online content is the use of SEO. When creating online content, it is extremely important to keep SEO in mind. SEO aims to increase the visibility of your content – allowing it to reach a wider audience range. Using keywords and phrases will help increase your SEO so that when people are searching for the keywords and phrases related to your written piece, the chances of your story appearing in search engine results is higher. If the link to your piece of work is on the first page of the search results in Google – there is a greater chance of increasing traffic and views to your online destination.

Next time you create written content – whether it be online or print you now have these tips to help you adjust your writing to your choice of platform. Both platforms share the common factor of creating engaging, educational and useful content for your target audience.