by Fronetics | Jun 14, 2016 | Blog, Content Marketing, Logistics, Marketing, Supply Chain
Try writing about these topics on your supply chain blog to engage customers.
Content is an important part of many logistics and supply chain companies’ marketing plans. Yet nearly half (45%) say creating quality content on a consistent basis is their biggest challenge.
If your business is part of the 90% that produces some or all content in-house, you have likely struggled with this from time to time. You know that you shouldn’t pitch your products. But, then, what are you supposed to say on your blog?
Here are some thoughts on what to write about:
1) Offer something of value.
Do you have expert advice on a particular topic? Is there something about your products or your people that would be entertaining to your audience? Do you have access to top-of-their-field specialists that could discuss a particular issue?
2) Share your mission.
What is your company’s mission statement? Pick one aspect and describe why this is important to you/society, or illustrate how your company is living up to it. For example, a green transportation company might create an infographic about the industry’s impact on the environment.
3) Tell a story.
What anecdotes can you share about your business? Are their employees with exceptional stories to share? Customers whose narrative bears repeating? What stories illustrate something about your business? For example, Southwest Airlines’ Nuts About Southwest blog regularly shares customer stories — tugging at the heartstrings with nearly missed births, marriage proposals, and, of course, adorable animals — that illustrate the airline’s commitment to customer service and on-time arrivals.
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by Fronetics | Jun 13, 2016 | Blog, Marketing, Social Media, Talent
This is part two of a three-part series on LinkedIn for B2B businesses. See part one, LinkedIn for B2B: Getting Started, and part three, 10 Ways to Gain LinkedIn Followers.
Use these tools to help you hire talent through LinkedIn.
LinkedIn offers immeasurable opportunity for recruiting premium talent. But how do you begin weeding through the network’s more-than-433-million candidates?
Here are some techniques — both free and fee-based — on using LinkedIn to find professionals who match your company’s open positions.
Organic methods (free)
Share the job in an update
Just as you would share other content, click “Share an update” on the company page Home tab. If you only want a specific audience to see your post, click the “Share with” menu bar just below the update box, and then click “Targeted audience” to define. You can include a link to the job description on your company website or direct applicants to more information on how to apply.
If you have posted a job through the LinkedIn Jobs feature, go to the job page and click the share arrow next to the job title to share as an update.
(Note: You must be a page administrator to share updates on your company page.)
Have your employees share your opening
Encourage your employees to post the news of the open position to spread the word. Jobs that employees share get 30% more applications!
Remember employees are your best brand ambassadors, and sharing the job with their networks also works as an endorsement for your company — it’s like they are saying, “This is a great place to work!”
Make it easy for them by detailing three ways to share:
- Share the LinkedIn job post. If you have posted the job through the LinkedIn Post Jobs feature, individuals can share it with their networks (on LinkedIn and elsewhere) by clicking the share arrow next to the job title on the job page.
- Share your company update about the opening. Employees can locate the company update about the job opening by navigating to your company page and scanning through your newsfeed. Once located, click “Share” at the bottom. Your company name and a link to your company page will appear prominently at the top of their share.
- Share the link to the page on your website with the job description/application. Users can copy and paste the link into the “Share an update” box on the LinkedIn homepage, or use the social share icons (if available) on your website to post it to their newsfeeds.
Mine Group discussions
LinkedIn’s Groups offer a forum for like-minded professionals to discuss current events, industry trends, and other topics related to work life. If you actively participate in these conversations, certain users may have made an impression on you through their insights or informed opinions. You may have even thought that your company could benefit from that person’s knowledge and experience. That’s because Groups are a great source for mining talent.
Say, for example, you notice someone offering an intelligent perspective on emerging technologies in a data warehousing group discussion. It reminds you of an open position with your company. You can use the discussion to further engage with that person about the topic to gain a better understanding of his/her knowledge. And then you can view the user’s profile to learn more about related experience. Connecting with the person will give you further insight into his/her professional interests — and it will allow you to send an InMail with information about the potential fit within your company.
Conduct a good, old-fashioned search
While searching by skills is no longer free, you can still conduct an “Advanced People Search.” Click on “Advanced” next to the Search box above the navigation bar at the top of the site. This allows you to search by location, current and past company, industry, school, title, language, and keywords (e.g., finance, strategy, accounting).
Create a recruitment-focused showcase page
Users who are interested in working for your company can follow this showcase page specifically to keep abreast of opportunities that match their interests. Keep them engaged by sharing company updates related to job openings, company culture, and employee testimonials.
Paid methods
Career Pages
One of the four tabs on your company page, the career page facilitates your interaction with job seekers. This is your employer brand hub, where users will go when they view your jobs or want to learn more about working for your company. You can feature your LinkedIn Job Posts, multimedia (like a video or SlideShare), and employee testimonials. What’s more, you can create dynamic content so that visitors to your page receive personalized messaging and job recommendations based on their location, industry, function, and more.
If you’ve purchased a Silver or Gold Career Page, featured jobs will be displayed on a Careers tab and they will be targeted to the viewer based on relevance to their LinkedIn profile. This is similar to job targeting on the LinkedIn Jobs page, but it only displays jobs at your company.
Learn more about optimizing your LinkedIn company page with our Visual Guide to Creating the Perfect LinkedIn Company Page.
Post Jobs
If your company only has the occasional opening to fill, Post Jobs may be your best option. Individual users can purchase 30-day job postings and then link them to a company page.
Here’s how it works: You create a job posting, making sure to select the correct company name from the dropdown menu. The company logo and link to the company page will be included in the post, and it will appear on the list of jobs on the company page. LinkedIn will automatically advertise your job posting to LinkedIn members with profiles that match, even if they aren’t active job seekers.
With your job post, you also get:
- A curated list of members who could be a fit for your hiring needs
- 5 free InMails to reach out to prospective candidates
- Management tools to filter, tag, and share candidates with your team
- Insights to see how your job posting is performing
Job Slots
Ideal for those with frequently open positions or multiple roles to fill, Job Slots are essentially recurring job posts with additional benefits. LinkedIn will automatically recommend job posts to candidates who match your open positions. And you’ll have access to management tools to review and filter candidates, take notes, and send InMail. Additionally, you can take advantage of the Feature Jobs on the homepage and on your company’s Career Page.
With Job Slots, you can also:
- Attract passive candidates via Jobs You May Be Interested In
- Receive a Suggested Professionals curated list
- Optimize your job posts with detailed analytics
- Build your employer brand with Career Page integration
- Improve applicants’ mobile experience with distribution through the LinkedIn Job Search app
LinkedIn Recruiter
LinkedIn Recruiter is the premium talent-recruitment subscription, ideal for large companies that hire for multiple positions year round. Firstly, it gives you access to the names and profiles of all 433+ million LinkedIn users. You can also send anyone messages through InMail, and you can take advantage of custom templates for candidate communications.
Recruiter allows you to use 20+ additional filters (years of experience, seniority, function, etc.) when searching for candidates. And the “Find more people like” feature lets you search for people similar to candidates you already like. You can also save searches and have LinkedIn notify you when someone new meets your qualifications.
Additionally, the Talent Pipeline Management tool lets you build, track, and manage talent searches and hiring with folders, reminders and smart to-do lists. You can also streamline your workflow and team activities with shared projects, searches, profiles, and applicant notes.
Recruiter Lite
Recruiter Lite is a more streamlined version of Recruiter, suited for individual recruiters and hiring managers. You get:
- Unlimited visibility of your 3rd-degree network
- 10 advanced search filters
- Saved searches
- 30 InMails/months
- InMail templates
- Access to the Projects function
Work with Us Ads
Works with Us Ads dramatically outperform typical banner ads, with up to 50 times higher clickthrough rate. How? Location.
Essentially, Work with Us Ads allow you to own all of the ad space on your employee’s profiles and your company pages. LinkedIn will display your open jobs that are relevant to each particular visitor. You can have the ad drive clickthroughs to your jobs, career page, or your website.
Referrals
Referral recommendations match your employees’ first degree connections to the open roles in your applicant tracking system. It suggests connections for the right open roles, helps your employees share jobs, and keeps them up to date through the entire hiring process.
Which tools do you use to hire talent through LinkedIn, and which do you find are the most effective for your business?
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by Fronetics | Jun 9, 2016 | Blog, Content Marketing, Marketing, Strategy
A data-driven content marketing strategy will increase your program’s success and help win the buy-in of executives.
What is driving your digital and content marketing strategy? If all you have in the driver’s seat are a few creative ideas, you may find yourself frustrated with the results and struggling to garner support from the C-Suite.
Different audiences respond in different ways. The question is, where are your potential new customers and what are they looking for? Data plays a critical role in uncovering those answers.
Data can guide you to:
- Define your target audience. Who are you trying to reach? When can you best reach them?
- Select the best topics for your content. What information do they need, and what will peak their interest? What do they seek most from the content they read?
- Narrow down a distribution strategy that will produce results. Which digital and social media channels will best reach your audience, grow your business, increase sales, and improve your brand’s reach? Which networks are your competitors using most?
- Gauge what is working and what is not. Reportedly, 53% of digital content marketers don’t measure their success. No wonder so many content marketing programs fail. If you don’t take the time to determine what content is resonating with your target audience, how will you know what to produce in the future?
- Tune into market changes. As your business evolves and customers’ needs change, data serves as your compass to remain competitive in an ever-changing marketplace.
A data-driven strategy will win over the C-suite
In addition to giving you a foundation for your strategy, data can garner the support of the C-suite, which you must have in order to fund your marketing program. A plan based simply on ideas, no matter how brilliant, will not appeal to executives who base decisions on data.
They want to see how your marketing plan provides answers to the needs of your target audience (potential customers) and what those customers are worth to the company’s growth and success. If your strategy aligns with data, they’ll be able to get behind every point.
Creating a data-driven strategy
Aligning your strategy with data takes some time and effort, but it is crucial to optimizing the performance of your content marketing program and winning C-suite support. Here are some steps to get started.
- Analyze your reports, data, and interviews with stakeholders in the company about your target customer. Compile this information, and document the very specific demographic(s) you want to reach. Research the digital behaviors and patterns of this demographic.
- Audit your existing content (or hire an expert to do it). Look at the substance, source, and performance of your most successful and your least successful assets. Are there changes you can make to your poor-performing content to improve it, based on learnings from your successful content and your audience research?
- Plan an editorial calendar of future content based on what has been successful in the past. Sharing this information and seeking ideas from employees outside the marketing department can be a very valuable exercise.
- Test the distribution channels and times that have been most successful in the past and that fit the behaviors of your target audience. Continually refine your distribution strategy based on your results.
- Don’t forget to document your strategy! Marketers who put it in writing report success at significantly higher rates than those who don’t document their strategies.
By distributing the right content, at the right time, to the right audience, on the right channels, your content marketing program will reach its maximum potential.
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by Fronetics | Jun 8, 2016 | Blog, Marketing, Social Media, Strategy
This is part one of a three-part series on LinkedIn for B2B. See part two, How to Hire Talent through LinkedIn, and part three, 10 Ways to Gain LinkedIn Followers.
LinkedIn is the most popular social network for B2B companies. Here’s what you need to know to get started.
Chances are your business is on LinkedIn. B2B companies overwhelmingly report it as the most important social network to their business. But there’s a big difference between being on LinkedIn and being active on LinkedIn — and the latter can have a big impact on your bottom line.
LinkedIn has grown to be much more than a professional networking site. Leveraging all of its functions can help you generate leads, recruit premium talent, and establish your business as a trusted source of knowledge in your industry.
Here is a basic overview of LinkedIn for those businesses who are looking to optimize their presence on this most popular B2B social networking platform.
What is LinkedIn?
LinkedIn is a business-oriented social networking site with more than 433 million users in over 200 countries. It was launched in 2003, and was purchased by Microsoft in June 2016.
Individual users can create profiles highlighting their skills and employment history and “connect” with others. They can also:
- Search and apply for jobs
- Ask for introductions to people in their contacts’ networks (called second- and third-degree connections)
- Endorse connections for their skills and write them recommendations
- Follow companies and Influencers to receive updates on their activities
- See who has viewed their profile
- Share content and updates
- Like, comment on, and share other users’ content and updates
- Send private messages to other users
LinkedIn is free to join, but there are also several subscription options for job seekers, recruiters, marketers, and sellers that offer premium benefits and solutions.
LinkedIn for B2B employers
Businesses can create profiles on LinkedIn, as well as share content, make connections, and see analytics detailing who engages with their company. Getting set up is a little different from creating an individual profile, however. Here’s what you need to know.
The company page
Employers can create a company page. Company pages have four main sections.
- Home: displays the business overview, updates/shared content, friends and colleagues connected to the business, Showcase pages, and links to other affiliated company pages
- Careers (paid subscription required): facilitates interactions with job seekers
- Analytics: provides metrics and identifies trends on your updates, followers, and visitors
- Notifications: offers a daily overview of the updates and page performance
For tips on optimizing your company page, check out our free resource, A Visual Guide to Creating the Perfect LinkedIn Company Page.
Gaining followers
Once a business has a company page, employees can add it to their personal profiles, indicating that they work there (or have in the past). By doing so, they automatically become followers of the company and will receive its updates in their newsfeeds. When they follow the business or like, comment on, or share its content, all of their followers see this action, motivating others to do the same.
Users can also find and follow your company by typing in the business name in the search box at the top of the website.
Companies can help attract their target audience to follow them by using Follow Ads. Follow Ads appear throughout LinkedIn and can be targeted to users in specific industries, companies, and regions. They invite users to click the “Follow” button and join your page. Here is what it looks like:
There are other types of ads designed to attract followers and drive users to your company page. Learn more on LinkedIn Ads.
Other features to know
Groups
Groups connect users from across LinkedIn with common interests and provide forums for related discussion. While company pages cannot join groups or participate in group discussions, individual members can share your company content in these forums. Your employees who launch, administer, and participate in groups related to your business or industry can help get your business name and content in front of like-minded professionals this way.
If you manage a group related to your business or industry, you can also feature it on your company page — up to three groups per company page or two groups per showcase page. Note that you would have to be the company page administrator and a member of the group you would like to add.
Showcase pages
Showcase pages are subunits of a company page that highlight a brand, business unit, or initiative within your business. If you have multiple business units, for example, users can choose to follow the showcase pages of just those that interest them. Your business can tailor the content and messages you share on each showcase page to better engage the demographic specific to that segment. The idea is to help businesses segment their audiences so they can build long-term relationships through content distribution. Read more about showcase pages.
LinkedIn Pulse
LinkedIn Pulse is the network’s publishing platform. Users can write blog posts to publish on Pulse by choosing “Pulse” under the “Interests” dropdown menu, or by choosing “Publish a post” from the homepage. There’s no limit on word count, and you can upload rich media like photos, videos, tweets, podcasts, and presentations to supplement your post.
Posts published to Pulse are search-engine friendly, and authors’ networks receive notification when they publish. While you can’t post on Pulse as a company page, you can post content from employee authors on your company page.
Influencers
Launched in 2012, the Influencers program encompasses less than 1,000 of the world’s top business leaders, thinkers, and innovators who contribute regular content on Pulse. Bill Gates, Arianna Huffington, and Richard Branson are a few examples. A team of LinkedIn editors select Influencers and work with them to create content around issues and topics on which they can provide a unique perspective as leaders in their industries and geographies.
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by Fronetics | Jun 7, 2016 | Blog, Marketing, Social Media, Strategy
A cross-departmental social strategy can help facilitate company collaboration.
In your company, social media should be everybody’s business. It is time for your social strategy to include broader collaboration, breaking down your company’s silos. Here is why:
Though marketing departments like to keep tight control over access to social media, doing this can cost you. Such isolation can impact:
- Brand awareness
- The quality and diversity of your content
- Overall customer engagement on social media
- Customer satisfaction and trust
- Insight into industry trends, so you stay ahead of the competition
The truth is, social media is bigger than just the marketing department. It can help gain insight into what customers need, generate sales leads, answer questions, and distribute valuable information to consumers. It impacts many different aspects of your business, so it makes sense to tap into departmental intelligence throughout the company.
Allowing access to the right people, across multiple departments, could actually facilitate the ultimate company collaboration. Your business can realize the full potential of social media use, and your customers get better service.
Tearing Down the Silos
Often a company has several silos in place: sales, customer service, new product development, and marketing are just a few examples. Historically these departments do not work together, and the sharing of information is rare.
But the digital age has changed the way business is conducted. Consumers are not only buying online, they are researching before they buy and asking questions about products or services through social media channels. In fact, one study found that social media is asserting itself as the primary customer communication channel.
Response time is also a factor to consider. One Harvard Business Review report found that the number of customers who expect a response through social media has doubled since 2013, yet seven out of eight messages to companies go unanswered for 72 hours. Why? Because the marketing department often needs to obtain answers from other departments in order to respond.
If you are ready to tear down those company silos, here is how you begin:
- Define goals and identify who will be on your new social media team. Who is knowledgeable, articulate, and can handle social media needs within each department?
- Assign social responsibilities to key individuals throughout your company, perhaps one assigned person per department. This can be effective and make one-on-one customer engagement manageable.
- Clearly define the roles and responsibilities for customer service, public relations, marketing, sales, management, etc.
- Marketing professionals are not typically trained to answer questions or complaints about service or product issues. Since the customer service department may need to handle several questions through social media channels, consider assigning more than one person within this department to provide a timely response.
- Tap into knowledge from all departments to generate ideas, information, and data for informative, fresh content creation.
- Keep your brand voice consistent by crafting guidelines for the style and tone for all social media interactions. Compiling a list of dos and don’ts is always helpful so everyone knows how to respond in difficult situations.
Today’s consumers are on social media and ready to engage. The question is, do you have a cross-departmental team ready to respond quickly and work collaboratively to meet their needs?
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by Fronetics | Jun 6, 2016 | Blog, Content Marketing, Marketing, Strategy
Trying to pass your sales pitch off as content will only hurt your content marketing efforts.
Think your blog is a refreshing new way to highlight your products or services? Do your posts include verbiage like “one-stop-shopping,” “innovative,” or “industry leader?” Stop right there. Everyone you reach probably knows right away that you are trying to sell them something, and they will quickly move on.
As counterintuitive as it may sound, being “salesy” will make potential customers look elsewhere, or run in the opposite direction — perhaps to your competition. The best way to win customers is to stop boasting about yourself and to stop trying to sell. Content that answers your customer’s needs is what will grow your business.
Nobody welcomes a sales pitch
Admit it: you tune out anyone that comes across as trying to sell you something. You get emails, voicemails, and social media updates with “information” that is really a not-so-cleverly disguised sales pitch. What do you do? Most likely you hit delete, or you do not read past the first sign of a sales promotion.
So you know deep down that “salesy” does not sell. Yet, according to a recent study of 500 global marketers from the Economist Group, many B2B content marketing programs are doing just that: promoting products throughout their content efforts. In fact, 93% of the marketers surveyed said they directly connect content to a specific product or service.
Customers see right through this trick. The same study found the majority of B2B customers are annoyed by pitches. In fact, 71% of B2B executives reported that content they didn’t like seemed more like a sales pitch than valuable information.
Focus on your customers to increase sales
So what should you content be doing? Rather than forcing your products on your prospective customers, take time to answer their questions. Be the expert advice they are seeking. You do this by:
- Keeping content informative and educational. Your content should hold value for your readers.
- Letting your content demonstrate market expertise. It should give the reader a favorable impression of you and your business. They should walk away thinking that you know what you are talking about.
- Write as if you are speaking to a business peer. You are approachable and intelligent. Speak the language of the customer, and bring something new to the table, in terms of information.
- Focus on topics and questions of crucial importance to your target audience. What do they care about or want to know more about?
The philosophy of content marketing is to offer help, to educate, and, at times, to entertain your target audience. This is accomplished by focusing on the customers’ needs and interests, not your company’s latest product. When you form this online relationship with your audience, you gain their trust and respect, and that is what brings in sales.
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