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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Still Relying on Old SEO Tricks? Here’s What Works Now | Search Engine Journal

Still Relying on Old SEO Tricks? Here’s What Works Now | Search Engine Journal | Public Relations & Social Media Insight | Scoop.it

For many people, ranking in Google was a lot easier a few years ago. There were many SEO tricks that could get your site on the first page of Google quickly. These SEO tricks worked great until Google changed the rules, beginning with Panda in February 2011, and followed by Penguin in April 2012.

 

So, what works now, post-Panda and post-Penguin? This article will cover some of the popular old methods as well as what you need to know to succeed with your SEO initiative today....

Jeff Domansky's insight:

here are some fresh ideas and new thinking on SEO and what works now.

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How to Rock Social Media in 30 Minutes a Day | Social Media Today

How to Rock Social Media in 30 Minutes a Day | Social Media Today | Public Relations & Social Media Insight | Scoop.it

With a defined social media strategy in place, marketers can rock social media in 30 minutes a day. Sound too good to be true? It is actually possible if your daily use of social media is built upon a well-developed social media strategy.

 

But, a strong social media strategy does not mean that your brand has to be on every single social media channel out there. Instead, focus on the social media channels that the majority of your customers frequent. The infographic below explains how having an over-arching social media strategy in place can save you time and make you a more effective social media strategist....

Jeff Domansky's insight:

Take a look at this info graphic for some valuable insight on where to spend your time in social media and social marketing.

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Maximize Your Exposure on Twitter: 4 Tips for Solution Providers | Business 2 Community

Maximize Your Exposure on Twitter: 4 Tips for Solution Providers | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

It’s no secret that Twitter is a medium that most small businesses and nonprofits should at least dip their toe in. But what about Solution Providers? You may be using Twitter for your clients, but do you use it for yourself?

 

If you don’t, now’s the time to start. Constant Contact recently blogged about a new report from Optify that shows, for B2B small businesses, Twitter is the most effective social network when it comes to generating new leads. Twitter accounted for 82% of all social media-originated leads. Sounds to me like it’s about time you take a look at this lead generating site! There are plenty of ways to begin to grow your presence and your client base.

Jeff Domansky's insight:

Research shows that Twitter generates new leads. Here's how to explore it and do something about it.

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Is Facebook Right for You? | Business 2 Community

Is Facebook Right for You? | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

Often these days, content marketers are syndicating content across platforms in social media, Facebook included. The CMI, for example, noted that 80% of B2B content marketers are now posting content through Facebook. In any content marketing play, it’s almost inevitable that Facebook will be brought up.

 

But too often, people expect sponsored stories, a couple of funny posts and some good videos will be enough to change the very nature of their brand in the social space. But let’s take a step back for a moment and look at what exactly is happening in the space. Social media relies on people having an implicit trust in one another, and for brands, it becomes very difficult to put your faith or trust in something so abstract. Take a piece of research by Forrester. It suggests that the majority of content being posted by brands just isn’t being trusted. There are a few reasons why this might be the case....

Jeff Domansky's insight:

Where is content marketing struggling and how can it be improved? At the end of the day, for consumers, the key question is can they trust the brand and the information it shares?

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Rethinking Relevance in Content Marketing | Business 2 Community

Rethinking Relevance in Content Marketing | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

In content marketing we frequently hear the refrain of “relevant content.” Provide valuable, relevant content and drive your audience toward business goals. But relevant how? And to whom? What do we mean when we talk about content relevance, and how do we ensure we’re doing it well? What Is Relevance?

 

If content marketing is utilizing content to engage an audience and compel them toward business objectives, then relevance is clearly determined by how effectively the content does so. Relevant content resonates with the intended audience – it speaks to their needs and interests.

 

But more than that, relevance speaks to where the audience is in the moment. While it is tempting to create content directed only to a preferred segment – the people ready to buy or inquire – that ignores the people who can connect a business to that segment, or who may become them in the future....

Jeff Domansky's insight:

Here's a great exploration of "relevant content", what it is and tips on how to develop and deliver it.

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3 Ways to Use Content Marketing to Generate Demand | Business 2 Community

3 Ways to Use Content Marketing to Generate Demand | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

In traditional marketing, much-coveted sales leads were immediately “thrown over the wall” to the sales team, which would then be tasked with following up, qualifying and—hopefully—securing the sale. Today’s marketing mix is vastly different and includes non-traditional forms of marketing, such as content marketing, that have changed the way sales leads are generated.

 

Today, leads are qualified and prioritized first, long before any engagement with sales personnel. By providing information to buyers as they move through the sales funnel, content marketing helps foster an environment of trust between prospects and the brand. This way, buyers will feel comfortable purchasing from that brand when they are ready to make a buying decision. This process aligns marketing and sales functions....

Jeff Domansky's insight:

Today's marketing mix is very different and it requires very different strategies, tools and tactics for success. Content marketing is one way to build trust and engagement with prospects and your brand.

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How to Succeed Quickly on the Social Web and the Internet: Disruptive Version | Social Media Today

How to Succeed Quickly on the Social Web and the Internet: Disruptive Version | Social Media Today | Public Relations & Social Media Insight | Scoop.it

Clearly everyone wants to be successful on the social web and Internet. And, of course, they, want that success to be fast, simple, effortless and using a special trick you download from the Internet....

 

... This is the answer to those who ask how to quickly be successful on the social web and in social networks overnight:

- Help out a lot. Helping out isn’t taking advantage of a situation.

- Share large amounts of useful and valuable content. Sharing doesn’t mean your own content.

- Make it visual: use photos and videos. Remember they must be useful and valuable.

- Say what you think. Be yourself. Use your own voice.

- Just accept that many people won’t like you. That will help you focus on those who do.

- Decide what it is you want to do and do it.

- If you have something to say, say it....

Jeff Domansky's insight:

Great tips and perspective on what drives social business and social marketing success today.

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Market research index: PR tactic to help make money | Public relations and managing reputation

Market research index: PR tactic to help make money | Public relations and managing reputation | Public Relations & Social Media Insight | Scoop.it

A tried, tested and proven means of generating compelling content, securing consistent quality media coverage and enhancing organisational reputation is creating a research-based index – featuring headline grabbing statistics and insights – then providing expert insight on the findings.

 

The research can be market research, where a specific group of people are questioned on an aspect of their knowledge, opinions or behaviour, or it can investigate phenomena which already has underpinning data in existence. The latter might include the behaviour of mining shares from Australian-based companies over a period of time, factors which are impacting on home lending or the population movements and trends within a specific country.

 

For the best possible credibility, an organisation would commission a 3rd party to undertake the research (the 3rd party can be paid, but it must be a reputable 3rd party), so as to make it known the findings were generated without bias or to meet the commissioning organisation’s preferences....

Jeff Domansky's insight:

Here's some thoughts on how to turn research into a marketable product as well as a reputation enhancer.

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Coming Soon To Facebook: Video Ads

Coming Soon To Facebook: Video Ads | Public Relations & Social Media Insight | Scoop.it

In an attempt to open up a new revenue stream for shareholders the social network is bringing videos to the newsfeed.  

 

...Brands on Facebook's client council, which include Coca-Cola, Ford, Unilever and Diageo are expected to take part in trials, but the worry is that users may find the experience so disruptive that they stop visiting the site and move to other social networks. According to one report last week,

 

Facebook's user numbers are already in decline, despite the firm's numerous attempts to keep its users engaged, on mobile and elsewhere. Of course, it's no secret why Facebook is keen on videos: they drive online product sales. According to Joyus founder and ex-Googler Sukhinder Singh Cassidy, people are five times as likely to buy something from a video ad than from a picture on an e-commerce site, and buy five times as often....

Jeff Domansky's insight:

Is marketing why people are leaving Facebook? Certainly part of why I don't like it anymore.

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Two Words That Will Make You a Smarter Content Marketer

Two Words That Will Make You a Smarter Content Marketer | Public Relations & Social Media Insight | Scoop.it

I’ve been in several duels myself. Not of the pistol-slinging variety — but the copywriting kind. You’ll probably recognize the scenario … I trot out my idea. The client cringes and says, “It will never work.” He’s got a better idea. “Fine,” I say, “let’s test them both and see which one works better.” And so, we let the marketplace declare the winner....

Jeff Domansky's insight:

Demian Farnworth shares two key words for content marketers: test and paranoia.

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Branding Strategy Insider | Evolve Or Transform? 17 Brand Factors

Branding Strategy Insider | Evolve Or Transform? 17 Brand Factors | Public Relations & Social Media Insight | Scoop.it

Brands evolve. Or die. But they must also retain something of what consumers know. Or they fade. So which is more important? And how should a brand act, when?... No business these days can just sit pretty. But the extent and nature of changes confuses many. Brands evolve. Or die. But they must also retain something of what consumers know. Or they fade. So which is more important? And how should a brand act, when? I get asked about this a lot. So here are my takes on what must stay and what can go (sometimes):

 

Keep:

1. Your good name (in every sense) – it’s the thing people know you by. Unless of course you need to re-engineer your reputation or your old name doesn’t fit what you do anymore.

2. Your purpose – the ways you intend to change the world should remain an inspiring constant for staff and customers (providing it’s inspiring to start with, of course)...

Jeff Domansky's insight:

Great branding tips for every marketer.

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Starting Up: Small Business Social Strategies

Starting Up: Small Business Social Strategies | Public Relations & Social Media Insight | Scoop.it

It is never easy to get a small business up and running. From finding funding and new employees to getting the licenses needed to operate, small business owners have to think of everything in order to be successful. Social media is no exception. Today’s consumers are more active on social networks than ever before and this trend shows no sign of slowing.

 

As your small business begins to develop its social media marketing strategy, you want to know who your target audience is, where you can best reach them on social media. Then, you reach one of the most difficult obstacles: content. What type of content should we be sharing and how should we share it. Focus on these three things and starting up your small business’s social media presence will hit the ground running....

Jeff Domansky's insight:

How content contributes in marketing and how to choose the right type for the job.

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How to Measure PR: Use These Tools

How to Measure PR: Use These Tools | Public Relations & Social Media Insight | Scoop.it

It's not easy to measure PR efforts, particularly when it's been all about credibility and awareness in the past. Use these tools to track real results....

 

... Our goal, of course, is to use content to get people into the free trial. From there, they know exactly how far through the trial a person has to go before they become a customer and their email marketing helps motivate them to that level.

 

We measure PR in a few ways:

- Organic search increases

- Unique visitors to the website

- Unique visitors to the blog

- Top of the funnel leads

- Free trial landing page visits

- Free trial users

- Trials converted to customers

- Monthly recurring revenue (subscription-based)

- New revenue All of this data can be found by combining analytics, Hubspot, and Mailchimp into a spreadsheet we review weekly.

 

We do not track Facebook fans, Twitter followers, YouTube viewers, or Klout scores. These are both soft and hard metrics, but they lead to the ultimate goal: More customers. In this example, we know exactly how many people we need to get to the free trial landing page – through content – in order to get them to take it and then what kinds of content – through email – we need to send them so they’ll convert to a customer....

Jeff Domansky's insight:

Great PR (and marketing) measurement tips from Gini Dietrich. Recommended reading.

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How To Make Mobile Marketing More Personalized | Social Media Today

How To Make Mobile Marketing More Personalized | Social Media Today | Public Relations & Social Media Insight | Scoop.it

Social networking websites like Facebook and Google use personal data and account information to provide relevant advertisements in turn for better services for their users. That same need for personalization in mobile experiences has now arrived, but few companies are are delivering on customers expectations.

 

With mobile driving news consumption and responsive websites becoming more prevalent this infographic helps show marketers how to make mobile experiences more personalized. The age of big data has raised customer expectations when it comes to the relevance and personalization of marketing campaigns. Unfortunately, according to a new report from Econsultancy, few marketers are delivering on those expectations of website personalization, especially on mobile.

 

However, mobile marketing platforms have the ability to deliver personalized experience well beyond the web and directly in a customer's pocket. This infographic provides insight into the current state of personalization and how marketers can start delivering tailored campaigns on mobile....

Jeff Domansky's insight:

This post will help you think about mobile marketing in your marketing strategy and provide some tips on just how to do it.

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Zeebric's curator insight, May 9, 2013 2:22 AM
excellent insights and information!
Anne Perez's curator insight, May 9, 2013 2:58 PM

Mobile marketing is playing catch up when it comes to personalizing experiences for customers. 

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Content Curation Tools & Concepts

Content Curation Tools & Concepts | Public Relations & Social Media Insight | Scoop.it

Social media and content distribution are often chief tactics included in a content marketing strategy; but, it’s not possible (or recommended) to share your own content 100 percent of the time. As a result, having a content curation and/or aggregation plan might be something to consider as a part of your long-term content marketing strategy.

 

There are many tools available to aid in finding industry-specific quality content that you can share with your audience to continually position your brand as an expert. Additionally, these content pieces can serve as inspiration for future content concepts. Below are nine tools and concepts to utilize for content curation...

Jeff Domansky's insight:

Great overview of tools and curation concepts that may help you in your social marketing programs.

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The Ultimate Guide to Creating Epic Content

The Ultimate Guide to Creating Epic Content | Public Relations & Social Media Insight | Scoop.it

I have less than 5 seconds to capture your attention with this post, so here goes - if you read the next 2,500 words or so, you'll learn how to write epic content that spreads naturally all over the blogosphere....

 

...What is epic content? I’ll define epic content in a simple way.

 

...If a first time visitor takes a look at your blog and thinks - “Man.. this guy really knows what he is talking about”, that’s called epic content. Your content is the ONLY reason people read your blogs, buy your products, or hire you. When it’s epic, undoubtedly you can make your blog stand out from the remaining crowd.


Most epic content will match at least one of these: - which is full of actionable tips

- clearly demonstrated with graphics, charts and diagrams

- consist of massive list of tips and tactics

- show facts and amazing stats that is freakishly long without any fluff

- and which breaks all the blogging rules...

Jeff Domansky's insight:

It's not too much to say that this post delivers epic advice on how to create "epic content." Recommended reading for marketers, PR and good marketing pros.

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5 Ways Small Businesses Can Use Pinterest

5 Ways Small Businesses Can Use Pinterest | Public Relations & Social Media Insight | Scoop.it

The rapid growth of Pinterest was one of the big social media stories of 2012, and by all accounts, the platform is continuing to see strong growth in the first half of 2013. What was originally a platform used by women is now expanding across wider demographics, and some businesses are even using the network in rather creative ways.

 

If your small business or nonprofit is not yet using Pinterest, now is a good time to take a look at how it might fit into your overall digital communications plan. Remember, anyone can just pin their products to Pinterest. That’s boring.

 

Look beyond the obvious and find more creative ways of drawing people in and encouraging growth and repinning activity. With that in mind, here are 5 ways that small businesses can use Pinterest more effectively....

Jeff Domansky's insight:

Really practical tips on how to make interest work for your small business.

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LinkedIn Marketing Strategy: 6 Tips for Savvy Business Owners | Business 2 Community

LinkedIn Marketing Strategy: 6 Tips for Savvy Business Owners | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

Social media lay people may regard LinkedIn as, primarily, a venue for networking and for career advancement—but smart business owners know better. They know that LinkedIn is nothing less than a critical tool for brand enhancement and lead generation. Indeed, when used properly, LinkedIn can actually be used to drive traffic to a company website and ultimately to garner higher sales. The trick, of course, is having the right LinkedIn marketing strategy. Six basic pointers are offered below....

Jeff Domansky's insight:

Here's how LinkedIn can have a positive impact on your marketing efforts. Six really practical tips for any business.

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Social Selling: A Day In The Life of A Social Sales Person - B2B Marketing Insider

Social Selling: A Day In The Life of A Social Sales Person - B2B Marketing Insider | Public Relations & Social Media Insight | Scoop.it

What is social selling and how do you become great at it? Here are my 5 steps to social selling success by combining content and connections.

 

Social selling is a hot buzzword being thrown around today. What is social selling and how do tomorrow’s top sales people use social selling to become top performers? Social selling is not just about starting the sales process with social tools like Linkedin, Facebook or Twitter.

 

Social selling is about sales people building a strong personal brand. It is about understanding the role of content and how content can be used to tell a powerful and emotional story. And it is about growing your social connections....

Jeff Domansky's insight:

Really thoughtful look at social marketing and social selling and how they together in today's marketing mix.

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Gina Tucker's curator insight, May 9, 2014 1:55 PM

What does it mean to be a social salesperson? Treating yourself as a business. You are your own brand, establish yourself as a thought leader in your field! 

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LinkedIn, On The Lookout For More Stickiness, Adds Curated Content Channels On LinkedIn Today | TechCrunch

LinkedIn, On The Lookout For More Stickiness, Adds Curated Content Channels On LinkedIn Today | TechCrunch | Public Relations & Social Media Insight | Scoop.it

LinkedIn, now at 225 million users, continues to introduce more features to its site to keep people returning to the it and staying there for longer. Today it’s the turn of LinkedIn Today, its social news page, which is getting a new feature called Channels.

 

The feature is rolling out starting today to English-speaking users. LinkedIn says that it plans to announce the service formally on Wednesday. Channels bring together curated content around general subjects like technology, marketing strategies, retail and healthcare — 20 in all, with more getting added soon — with each one combining popular posts from news sources with those from selected influencers in the given topic.

 

Channels will be replacing “industries,” a feature that has been around since LinkedIn first launched LinkedIn Today in 2011. Industries were both more specific in terms of what they covered, and also more geared at news that was trending on the site, and specifically among your contacts. Channels, on the other hand, attempts to be more interdisciplinary, making use of the idea that there will be people interested in “social media” who are not social media professionals.

 

It also gives some more mileage to the list of 250+ influencers that LinkedIn introduced in October 2012, with their posts also getting rolled into the news mix. It looks like over time, this could also include added multimedia such as presentations using SlideShare and more....

Jeff Domansky's insight:

Coming soon, LinkedIn as media channel. this strategy makes a lot of sense for this popular business social media channel. Most of its millions of users will welcome it.

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Five Steps to Create Compelling Content

Five Steps to Create Compelling Content | Public Relations & Social Media Insight | Scoop.it

There is a five-step process to create compelling content that works really well. It starts with your customers and employees to drive kinship and purchase.

 

... Chuck Kent talked about this a bit in his guest post yesterday, and there is a formula to create compelling content we like to use internally. We stole pieces of this from Jay Baer and added some of our own. It goes a little something like this: Your customers and your employees tell your best stories. Harvest them, feed them, grow them, and tell them (staying with the grower theme).

 

I like to tell the story of a business owner I met in Omaha last year. As I worked with him, I discovered he has a very unique business model. He only hires blind people, which is an interesting story in and of itself. But as I dug more, I discovered some of those employees have done amazing things...

Jeff Domansky's insight:

More thoughts on compelling content and content marketing

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The rise of the psi-shaped content marketer

The rise of the psi-shaped content marketer | Public Relations & Social Media Insight | Scoop.it

Modern marketers have to juggle many disciplines and wear many hats in order to succeed....

 

....Psi shaped content marketing roles Psi, the Greek letter Ψ, is the letter that will come to symbolise modern marketers the most. It is a slightly more advanced version of the pi shaped marketer – π. Whereas the pi has a broad knowledge base and two distinct specialisms, psi shaped marketers have a slightly different spectrum of knowledge; three specialist skills, or personal traits, that they then channel into one even more powerful, all encompassing specialism.

 

The result is that three distinct skills and personal traits feed into one specialism. That specialism is increasingly going to be content marketing. Why? Because, as lots of brands are discovering, the digital blurring between search, social, PR and display, which all form part of the make-up of content marketing, means that those that practise it need to have multiple skillsets....

Jeff Domansky's insight:

This is not the Korean dance craze, LOL. It's the new reality of content marketing...

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A DIY Guide to Making a Professional Business Video | Business 2 Community

A DIY Guide to Making a Professional Business Video | Business 2 Community | Public Relations & Social Media Insight | Scoop.it
Quality is of paramount importance when producing a video for your business. A lackluster production, or just a poorly inspired concept for either a training or a sales enablement video can mean more than just a lost opportunity for business or growth, it can also be a public relations liability. Case in point is the now infamous Star Trek inspired training video created by the Internal Revenue Service. Produced to the tune of a 60 thousand dollar tax payer funded price tag, that video should serve as the gold standard of what NOT to do when creating internal training videos or marketing collateral that uses video....
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Jeff Domansky's comment, May 7, 2013 1:58 PM
Totally agree David. Audio quality makes the difference between OK and great!
Evgeniy Beloshytskiy's curator insight, May 8, 2013 3:24 AM

Бизнес-видео своими руками - отличный набор рекомендаций для тех, кто не может нанять профессиональную студию.

Billee's curator insight, May 8, 2013 10:30 AM

Always useful to think of additional ways to connect to the community through tech.

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Content Marketing With P.T. Barnum | Business 2 Community

Content Marketing With P.T. Barnum | Business 2 Community | Public Relations & Social Media Insight | Scoop.it

It’s my guess that P.T. Barnum would have found the internet, no pun intended, to be a wild and outlandish circus of advertising opportunity. You may not have...

 

...“Advertise your objective, don’t keep it in the dark.” Your entire content strategy should point toward specific objectives. While purely entertaining blog posts and off-topic Tweets have their place, your content strategy needs to be moving in a defined direction. Once you’ve created your content strategy, set it into action with these six steps.


“Small doses of advertising result in nothing, obviously. It’s like giving a sick person half the medicine he needs. It just causes more suffering. Give the whole dose, and the cure will be certain and decisive.”


Substitute the word ‘blogging’ for ‘advertising’ and you’ll learn a very valuable content marketing lesson. Any kind of inbound (content) marketing requires consistency in order to be effective. “How often should I blog?” is a seemingly perennial question that might be best sorted out through this post on ProBlogger. Just keep the Barnum quote in mind as you develop your blogging strategy – no small doses!...

Jeff Domansky's insight:

Ingenious post and a good read.

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7 Ways to Optimize Your LinkedIn Company Profile for B2B Conversions | Ignite Social Media

7 Ways to Optimize Your LinkedIn Company Profile for B2B Conversions | Ignite Social Media | Public Relations & Social Media Insight | Scoop.it

While LinkedIn only drives 14 percent of social media traffic compared to Facebook's 54 percent, the professional social network has a higher conversion rate and is more effective for B2B conversions. With over 28 million unique monthly visitors, LinkedIn is the most business-focused social media platform for professionals.

 

The LinkedIn statistics are incredible: LinkedIn has the highest user engagement. Did you know that only 1 percent of LinkedIn users drive 26 percent of the site's traffic? This means that the active community on LinkedIn is extremely involved and open to networking with professionals like you! LinkedIn users want your solicitation. In real life, we hate the idea of cold calls and solicitors. However, LinkedIn users overwhelmingly state that they welcome business proposals online.

 

Your profile is viewed by people you don't know. On social networking sites like Facebook, your friends and family are your main audience. On LinkedIn, however, coworkers only account for 25 percent of views. The other 75 percent is comprised of other professionals in the industry, recruiters, networkers, and much more! Since LinkedIn fosters an atmosphere conducive for networking, professionals and brands should optimize their profiles for business-to-business conversions....

Jeff Domansky's insight:

This is an excellent set of tips for getting the most from Linkedln for your business.

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