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HOWTO'S

How to Use LinkedIn Insights in an Actionable Way

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What is an insight? According to Merriam-Webster, it’s the “power or act of seeing into something.” LinkedIn Insights gives you the ability to see information about who follows you, engages with your content, or may be of interest to you as a lead or new hire.

Whether you’re hiring, promoting, or putting together marketing strategies, LinkedIn Insights can help you make the most of an already powerful business platform.

What Are LinkedIn Insights?

As marketers, we live and thrive with the data. Everything we do involves measuring different metrics to see what works and what doesn’t. The key to understanding the data is knowing how to look at it and turn it into action. That’s the goal of LinkedIn Insights.

These analytics aim to limit the amount of data you need to look at in order to get the results you want from your marketing campaign. You’ll essentially be able to optimize the campaign and focus on a more narrow audience.

One of the most powerful aspects of LinkedIn Insights is the fact that you can cater the data to your specific industry. For example, they have several different types of insights: people, industry, advertising, and talent.

LinkedIn People Insights

Developing the ideal buyer persona is something all great marketers must do. We need to understand our audience at a granular level; what makes them purchase, move, mad, sad, or happy? We should understand all of these factors because it’s how we’ll make the most of our marketing campaigns on LinkedIn and other platforms.

The people insights section on LinkedIn can help you learn more about your audience. The data provides you with information regarding their location, skills, occupation, and data about other people they like and follow on social media.

You can then take that data and filter it so you only get a list of the results you want. For example, if you’re involved with real estate marketing, you may need a highly targeted list within a specific location.

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LinkedIn provides ways for you to narrow it down even further. You can get lists of people who engage with certain content similar to yours. Use this trick to your advantage by focusing on the content you think your target demographic will like.

For example, if you’re running LinkedIn ads centered around sports training and fitness for senior citizens, you may know that people interested in the topic are also interested in related topics about aging and retirement.

Having this data allows you to narrow down your search and zero in on your audience to provide you with the best chance of success.

LinkedIn Industry Insights

Understanding the ins and outs of a specific industry can also help catapult your marketing campaign in the right direction. Knowing what trends and insights matter to you is most important.

The industry insights section provides you with data on certain industries, such as healthcare and financial services. You can find out information and trending news within these industries, so if you’re targeting these people, you’ll know what’s important to them.

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Tools like this are powerful because it helps take a lot of the guesswork and testing out of the game. It takes a lot of time to test ad copy, photos, and colors to see if they’ll resonate with your audience. While you might have a good idea of what will work before you start, you’re still not 100 percent certain (and can never be).

However, having industry insights and knowing for sure what your audience is interested in could make a significant difference in the reach and success of your campaign.

Another great thing LinkedIn industry insights can do is provide examples of what others have done correctly in the past. Thought leaders and frontrunners of a given industry tend to get a lot of attention due to their experience and reputation. Knowing what they’re doing right can help you gain a little insight into what you can do too.

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LinkedIn Advertising Insights

Advertising insights exist to help you understand the LinkedIn advertising model from every angle so you can make the most of every dollar you spend. If marketers understand more about how advertising works, it can help them create more successful campaigns and ultimately a better ROI.

These insights assist with measuring the success of a campaign. You need to know which metrics are important and how they translate into certain actions that get a result.

This section also helps with branding and reach so you can better measure your performance on LinkedIn.

LinkedIn Talent Insights

One of the most powerful uses of LinkedIn Insights is the talent insight section. It’s a talent intelligence platform that helps you make better hiring decisions.

Investing in workforce development and onboarding is an expensive process. If you’re consistently trying to hire people and dealing with turnover, it may not be so much about the process but more about your talent acquisition.

Sometimes we have to face the fact that not everyone will work out even if they’re qualified for the job. By utilizing talent insights, you can get a snapshot of what other companies are doing and how skills are changing. Use that to narrow down your search with snapshots and benchmarks.

We all know LinkedIn is a great place to find new talent, but how do you tighten your search so you only discover the talent you want?

The talent insights section on LinkedIn helps you pool all your best candidates based on their experience, education, and history on the platform. You’ll receive real-time data on the supply and demand and a 360-degree view of what the current hiring landscape is like.

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This is beneficial for businesses looking to grow and scale rapidly but don’t want to work through all the red tape involved in hiring and onboarding. LinkedIn talent insights help filter through the candidates so you can focus on hiring the best people for the job.

How to Use LinkedIn Insights

As we dive further into LinkedIn Insights, the benefits continue to pile up. If you’re considering implementing LinkedIn Insights as a part of your marketing campaigns, you may experience some of the following benefits.

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Highly Targeted Content

Content is the name of the game, and it’s a code we’ll spend forever trying to crack. Unfortunately, there’s no handbook on producing highly targeted content (or is there?). All we can do is get as close as possible and do the best we can from there.

LinkedIn Insights can help by telling us what our audience wants to know more about and what they’d like to avoid whenever possible. We can learn this by translating the data we receive about the most engaged and least engaged content.

You can also use the insights to check out the competition and see what others are doing, then use that knowledge to craft unique content.

Improved Retargeting

Anyone in marketing knows a retargeting ad is worth its weight in gold. Retargeting involves finding someone who recently engaged with something you put out there but didn’t complete the desired action.

For example, you might have offered a free e-book in exchange for an email to add to your list. If someone clicked the ad for the e-book but never entered their email, you could then retarget them with another ad.

These campaigns are so successful because the lead is already warm. They know who you are, and they trusted you enough to at least click your link and go to the next page. Retargeting ads can have a CTR ten times higher than a regular ad.

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Increased Employee Retention

A lot of hiring managers turn to LinkedIn to find and research candidates in the industry. The qualities and skills of candidates are changing all the time. One of the best ways to learn about prospects is to take a look at pools of candidates on LinkedIn and see what they’re all about.

Understanding your applicants can help you better understand how to find the best ones. If you’re looking to grow your business by hiring a few people, using LinkedIn Insights can help you find the best candidates without time-consuming trial and error hires.

Stay Hip to New Trends

Besides understanding what makes your prospective new employee tick, LinkedIn Insights also helps you learn about what customers want. With follower insights and trends, you can see certain characteristics about all the people who follow your company. You can also track trends that large groups of followers are interested in.

For example, let’s say you own an e-commerce store selling political-related gear, accessories, and clothing. Your popularity would generally skew higher around election time than it would in the other years between.

As the election approaches, you could see what trends people are most interested in, what pages they follow, and what content they engage with the most.

How to Access LinkedIn Insights

To get LinkedIn Insights up and running, you’ll want to log in to your LinkedIn account and click the “Work” button in the top right corner.

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LinkedIn Insights - step 1 to set it up

You’re brought a page that displays LinkedIn’s product offerings. To set up insights, you will click the “Insights” button.

LinkedIn Insights - product offerings page

Next, you will fill out the following form for someone to reach out to you.

LinkedIn Insights sign-up form

You’ll eventually receive an email from LinkedIn asking for more information about your goals and objectives. This offers a nice personal touch by catering to an individualized plan rather than having a blanket offering that everyone gets.

They also offer a LinkedIn Insights tag you can put on your website to work alongside the LinkedIn Insights process. This tag works exactly like any other social media platform. You’ll copy a small snippet of code and put it on your website. You can then track all the conversions from your LinkedIn ad and gain valuable insight into who they are and what makes them tick.

LinkedIn Insights Case Study: KBC Bank

KBC Bank has one of the most prolific case studies for LinkedIn Insights. Their goal was to improve company culture by developing the best hiring and workforce management process. The problem was, they didn’t have a lot of data on candidates in the space their business is in.

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While they had plenty of internal data about candidates they’ve hired in the past and retained, they knew in the current remote landscape it was important to understand the existing marketplace outside of their business.

The team at KBC Bank started using the real-time pool of data they received with Insights. They were then able to take the data and develop an action plan to hire the best possible candidates.

What did they gain as a result?

They gained a better pool of talent by tapping into markets they didn’t know they had. They took the skills and expertise of their candidates and compared them to those their competition was hiring. Finally, they accessed new data to continue to explore the marketplace and make better decisions on candidates in a shorter time using data-driven hiring.

Conclusion

If you’re considering giving LinkedIn Insights a try, my team can help you understand how to leverage your LinkedIn business profile to make the most of your efforts. LinkedIn has always been a powerful B2B platform, but a lot of businesses aren’t using it to its full potential.

Data is important, but it’s not just the data that matters. It’s how you interpret it and turn it into actions and steps to grow your business. That’s the key factor of LinkedIn Insights.

What do you use LinkedIn Insights for? Let me know in the comments.

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HOWTO'S

How to Manage Your Online Brand?

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You might be asking yourself, “Why do I need to manage my online brand?” It’s a valid question, especially if you’re not sure what managing your online brand means precisely.

In short, managing your online brand is the process of taking control of how others see you and your business online. This can involve creating and maintaining a strong presence on social media, developing positive reviews and testimonials, and monitoring your web analytics to track progress.

By taking the time to manage your online brand, you can improve your chances of success in today’s digital age.

In this article, we’ll explore some key reasons why managing your online brand is essential.

What is an online brand, and why do you need one?

Your online brand is the way you are perceived by others online. This includes your website, social media profiles, online reviews, and all other digital real estate that represents you when someone searches for you or your business.

It’s important to have one because it helps your potential customers get to know, trust, and like you before they buy anything from you. A strong online brand can also help you attract new customers and grow your business.

It’s good to remember that your online brand is the first thing people will see when they search for you, so it’s important to make sure it represents you and your business well.

How to manage your online brand for success?

Your online brand is your reputation. It’s how people perceive you when they see your name, read your work, or interact with you online.

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A strong online brand can help you attract new clients, collaborators, and opportunities. But how do you create and manage your brand for success?

1) Consider what you want your online brand to convey.

Are you an expert in a certain field? A thought leader? A creative visionary?

Once you know what you want your brand to communicate, be consistent in everything you do online.

Use the same name, photo, and bio across all of your social media platforms. Post regularly about topics related to your brand, and make sure the tone of your posts is consistent with the image you’re trying to convey.

2) Interact with other people online in a way that reinforces your brand.

When someone mentions you in a post, thank them publicly. If someone leaves a negative comment on one of your posts, don’t delete it – instead, respond politely and professionally.

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By managing your online brand thoughtfully and proactively, you can set yourself up for success both online and offline.

3) Monitor your web analytics to track your progress.

Use Google Analytics or another web analytics tool to track how people are finding you online and what they’re doing on your website. This data can give you insights into what’s working well and what needs improvement.

For example, if you see that most of your website visitors are coming from Facebook, you might want to focus on creating more engaging content for that platform.

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Or, if you notice that people are spending a lot of time on your blog but not your sales page, you might need to work on driving traffic to your products or services.

4) Make sure your website represents your brand well.

Your website is often the first thing people will see when they search for you online, so it’s important to make sure it’s up-to-date and represents your brand well.

Update your website regularly with new blog posts, photos, and products. Use attractive visuals, easy-to-navigate menus, and clear calls to action.

If you’re not sure how to create a website that represents your brand well, consider working with a web designer or developer.

5) Pay attention to your social media presence.

Social media is a powerful tool for managing your online brand. Use it to connect with your audience, share your work, and promote your products or services.

Be sure to post regularly, interact with others, and use hashtags and keywords that will help people find you. You can also use social media ads to reach a wider audience or promote specific products or services.

6) Monitor your online reputation.

Use Google Alerts or another tool to monitor your online reputation. This will help you stay on top of what people are saying about you online and take action if necessary.

For example, if you see a negative review of your business, you can reach out to the customer directly to try to resolve the issue. Or, if you see someone spreading misinformation about your work, you can correct it.

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7) Manage your online brand proactively.

The best way to manage your online brand is to be proactive. Be thoughtful about everything you do online, from the content you post to the way you interact with others. By taking control of your online presence, you can set yourself up for success both professionally and personally.

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By following these tips, you can create and manage an online brand that will help you achieve your goals.

The benefits of having a strong online brand

Let’s look at a few benefits of having a strong online brand:

1) Stand out from the competition.

With so much noise online, it can be difficult to stand out from the crowd. But if you create a well-defined brand, you’ll be better able to cut through the clutter and attract attention.

2) Build trust and credibility.

A strong online brand can help you build trust and credibility with your audience. If people know what to expect from you, they’re more likely to trust and respect you.

3) Connect with your audience.

By definition, a brand is a way of differentiating yourself from others. But it’s also a way of connecting with your audience on a deeper level. When done well, branding can create an emotional connection between you and your audience.

4) Drive traffic and sales.

A strong online brand can help you drive traffic and sales. If people are familiar with your brand, they’re more likely to buy from you. And if they trust and respect you, they’re more likely to tell others about you.

5) Increase your visibility.

A well-managed online brand will increase your visibility online. When people search for you or your business, you’ll be more likely to show up in the search results. And when people see you frequently in their feeds, you’ll be more likely to stay top of mind.

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6) Attract media attention.

A strong online brand can help you attract media attention. If you’re known for something specific, journalists and bloggers will be more likely to write about you. This can help increase your visibility and reach even further.

7) Enhance your career prospects.

Your online brand can have a big impact on your career prospects. If you’re looking for a new job, employers will likely research you online. And if you’re an entrepreneur, investors will want to know more about your brand before they invest in your business.

8) Make a positive impact.

Finally, a strong online brand can help you make a positive impact in the world. If you’re passionate about something, you can use your platform to raise awareness and advocate for change.

The importance of staying consistent with your branding strategy

As you can see, there are many benefits to having a strong online brand. But it’s not enough to just create a brand—you also need to be consistent with your branding strategy.

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When it comes to branding, consistency is essential. Your audience needs to know what to expect from you, and they need to see that you’re consistent in your messaging and your visuals.

Here are a few pointers if you’re not sure how to stay consistent with your branding:

1) Define your brand.

The first step to being consistent with your branding is to define your brand. What do you want people to think of when they see your name or your logo? What do you want your brand to represent?

2) Create guidelines.

Once you’ve defined your brand, it’s time to create guidelines. These guidelines should include everything from your mission statement to the colors and fonts you use in your branding. By having a set of guidelines, you’ll be able to ensure that all of your marketing materials are on-brand.

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3) Train your team.

If you have a virtual assistant or team, it’s important to train them on your branding guidelines. Make sure everyone knows what your brand represents and how they can help you maintain a consistent brand identity.

4) Monitor your brand.

Once you’ve launched your brand, it’s important to monitor it. This means paying attention to how people are reacting to your brand and making sure that you’re still presenting yourself in the way you want to be seen.

5) Be prepared to adjust.

Finally, be prepared to adjust your branding strategy as needed. As your business grows and changes, your branding will need to change with it. By being flexible and willing to adjust, you’ll be able to ensure that your brand is always relevant.

Wrap Up

A strong online brand is essential for any business or individual. By definition, your online brand is the way you’re perceived by others online. And while that may seem like a superficial thing, the reality is that your online brand can have a big impact on your business or career.

If you’re not sure how to create a strong online brand, start by defining your brand and creating guidelines. Then, train your team on your branding strategy and monitor your brand over time. And finally, be prepared to adjust as needed.

About:
Oscar is a passionate full-time blogger and a part-time author. In his personal blog OssieRodriguez.com, he writes about software, online influence, and different business models.

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