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Facebook Vs. LinkedIn for B2B Marketing

Posted on Sep 24, 2012 by James Trumbly

LinkedIn is the go-to website for most B2B marketers when it comes to networking and expanding their client base. But is it really the best place to get the job done? According to some studies, Facebook offers just as much if not more opportunity to reach your professional audience. Let’s take a look at how the two sites stack up side by side.

Facebook Pros and Cons

The social media giant clearly leads the field in terms of B2C marketing. But how about that professional audience you’re trying to reach?

  • Pro: Facebook’s huge user base means that more professionals are on Facebook than on LinkedIn in terms of total numbers. Those professionals don’t turn off their business acumen when they’re on Facebook, so you can still market effectively through the broader platform.
  • Pro: Facebook allows direct marketing through Facebook ads, meaning you’re no longer dependent on buyer engagement in order to reach potential customers.
  • Con: Facebook posts may or may not appear on your fans’ walls, depending on their level of engagement with your brand.
  • Con: Marketing efforts must compete with non-professional posts. Music videos, cute puppies, and pithy quotes are all clamoring for the attention of your potential buyers. Your posts have to be good enough to earn a viewing amongst all the ruckus.

LinkedIn Pros and Cons

Most professionals rely heavily on LinkedIn for job seeking, hiring, and networking. But is it an effective way to market to business professionals?

  • Pro: Professionals tend to gather at LinkedIn. Nearly 60% of B2B marketers are on LinkedIn, meaning you’ll reach more professionals there at any given time than you will on any other social network. You can also count on your target audience checking in pretty regularly, with most users active between noon and 3 p.m.
  • Pro: It’s easy to network with serious professionals, view their profiles, and connect with the movers and shakers in any industry. Profiles contain lots of rich data that proves invaluable in your marketing and networking efforts.
  • Con: Total number of users, number of minutes spent on the site and number of high-level professionals fall far below the same stats on Facebook.
  • Con: Most people don’t think of LinkedIn as a marketing platform. Instead, they typically use it for job seeking and networking with others in the industry. That doesn’t make it a deal-breaker, but it is something to consider.

LinkedIn has established itself as a valuable tool for business professionals, but that doesn’t mean it’s necessarily the best tool for every job. It’s important to consider which social media platforms offer the best opportunities for marketing to your business clients and then choose the one that makes the most sense for your business.

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Building Your Brand With LinkedIn

Posted on Apr 09, 2012 by James Trumbly

With more than 100 million registered users, LinkedIn is the number one professional networking website online today. As the popular site becomes more commonly referenced as a hiring and promotion resource, businesses should be familiar with how LinkedIn can help build their brands and increase company awareness. Ready to get started? Let’s dive in.

Flesh Out Your Profile

The most important thing you can do to boost visibility on LinkedIn is to flesh your profile out as much as possible. Make sure profile completion is at 100% and be sure to include as many skills and experiences as possible in order to increase your likelihood of showing up in search results.

Create a Company Page

LinkedIn’s Company Page feature helps you network with other businesses, gets you listed with Google’s search engine, and creates a platform for you to promote company news and services. Your company page includes information such as a company description, specialties, logos, Twitter and RSS feeds, company news, career opportunities, and more. Fill out each section of your company profile as completely as possible to boost visibility and attract page views.

Build Credibility with Groups and Answers

These two features are essential for building brand awareness. Let’s take a closer look at how they can boost your credibility:

  • Groups—By joining a LinkedIn group or starting your own group, you can connect with others in your field or with potential customers. Taking an active part in group discussions also demonstrates expertise in your field. If you’re starting your own group, be sure the headline communicates clearly what the group’s purpose is in order to attract the right types of contacts.
  • Answers—The Answers section enables you to provide input on questions relative to your field, thereby demonstrating your knowledge of the subject matter and increasing the relevance of your comments throughout the site. Posting on other members’ questions also increases your visibility and can establish you as a credible, thinking leader within your field.

Promote Your Company Profile

Once you have established your brand within LinkedIn itself, you can begin promoting your company profile on other venues. Invite followers with a button placed on your website, blog, email communications, and other points of contact.

Ultimately, the best advice I can offer regarding LinkedIn is this: keep it current. By making sure your profile remains up to date and that you’re interacting regularly, you can ensure that you stay visible to the people you want to reach.