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How To Make LinkedIn Your Top B2B Social Media Platform



Eight in 10 B2B marketers use LinkedIn to market their brand. Of that group, 40% say it is their No. 1 platform.

In the next year, 54% of marketers say they plan to up their organic activity on LinkedIn according to the 2022 Social Media Marketing Industry Report from Social Media Examiner (gated). Forty-three percent use LinkedIn as a lead generator, while over one-third buy LinkedIn ads.

8 in 10 #B2B marketers use @LinkedIn to market their brand. 40% say it’s their No. 1 platform according to @SMExaminer via Aleksandra Iakovleva of @VistaCreate @CMIContent. Click To Tweet

That’s a lot of activity happening on LinkedIn. Of course, that doesn’t mean all that activity delivers what you want to achieve. It takes more than an on-site presence to use LinkedIn successfully. It’s about optimizing your brand’s presence and developing quality paid and organic content.

These tips can help you do just that – and I’ve added some inspiration from four companies already making the most of their LinkedIn presence.

Optimizing isn’t just for traditional search

Your company has a presence on LinkedIn, but is it making the most of that existence? These five tips can ensure that you do.

1. Do SEO

Including keywords related to your business can help your targeted audience using LinkedIn’s search feature to discover your page.

Incorporate the most relevant in your page’s headline, tagline, and summary. Add more keywords to your posts. Make sure not to overdo it — repeating keywords over and over isn’t a good practice for traditional search, and it isn’t smart for LinkedIn search either. Instead, use keywords sparingly so that they fit seamlessly into your content.

2. Customize your URL

You don’t have to keep the random numbers and letters that LinkedIn used to generate your page URL. You can alter your URL to align with your business.

This URL – – was altered to make it look like this:

One is nonsense; one perfectly represents our brand name.

To change your URL, go to the business page:

  • In the left sidebar, select Edit Page, then click on page info.
  • Under the header LinkedIn public URL, you can change the suffix of your URL in the text box.
  • Click save at the top of the box.

Now, you can help visitors clearly see the brand in the URL, as well as improve brand awareness when promoting the page link.

Don’t let your brand’s @LinkedIn URL stay a jumble of letters and numbers. Change it to incorporate your brand name, says Aleksandra Iakovleva of @VistaCreate via @CMIContent. Click To Tweet

3. Add external links

Whether your goal with LinkedIn is to generate leads, make sales, or increase your brand awareness, you want to drive traffic to your external pages. The best way to do that is to include external links to your business’ portfolio and a direct link to your website in your profile.

4. Implement a coherent design

A brand design is vital when it comes to recognition. In fact, even having a signature color can result in an increase in brand recognition. Your brand should have an instantly recognizable logo, color scheme, and text type. Your LinkedIn page should be no different.

On LinkedIn, you have both a profile picture and a banner image. Make sure you fit your brand’s visual identity and communicate immediately what your audience can expect as they are the first things they see when they click on your page. Don’t shy away from tapping into current design trends to make your LinkedIn page and posts look more modern. When a post is visually appealing, it inevitably gets more attention and engagement.

5. Listen to the data

Luckily, LinkedIn has the next best thing to reading people’s minds with its incredible analytics system.

You can track a number of important metrics – total page views, clicks from unique visitors, and frequency of clicks on external links.

It also allows you to compare your results with your competitors to see how you measure up, in addition to giving a full breakdown of your lead generation analytics.

By studying the data, you can figure out which features of your page are and aren’t working. You can then tailor each aspect of your page as appropriate.

Investing in paid content on LinkedIn

LinkedIn paid content opportunities are varied and useful. They include sponsored content, sponsored messages, text ads, and dynamic ads. Let’s walk through each one.

1. Sponsored content

Pay to promote a piece of your posted content to expand your reach. It will show up as “promoted” content on the home page of LinkedIn users targeted by your brand. Sponsored content can be text only, incorporate an image, video, or carousel, or be an event.

2. Sponsored messages

While sponsored content appears in the news feed, sponsored messages are delivered directly to the LinkedIn user’s inbox. This feature lets you target individual consumers with a personalized message.

This seems like a slam dunk of an opportunity, right? But interestingly, according to LinkedIn, while 89% of consumers say they would like to use messaging with businesses, only 48% of businesses use this tactic to engage with their audience.

Most consumers say they would like businesses to use messaging, but less than half of brands do it, says Aleksandra Iakovleva of @VistaCreate via @CMIContent. Click To Tweet

3. Text ads

If you go onto your LinkedIn home page, you can see in the top right corner a little box titled “Promoted” with three small ads. Each one has a headline above less than two lines of text.

These LinkedIn text ads are short and snappy. You can target an audience using broad factors such as location all the way down to detailed criteria such as job titles.

For a bit more info on text ads, check out this resource from LinkedIn.

4. Dynamic ads

Dynamic ads are an amazing resource. Essentially, each ad is tailored to the viewer based on their LinkedIn profile data – profile photos, company names, job titles, etc.

Dynamic ads perfectly blend wide outreach with tailored individual ads. That is a win-win in my book.

Finding inspiration

Let’s look at how some brands use LinkedIn in strategic and effective ways.

1. Post content that resonates

You’ve got to make sure your posted content is packed full of value. Tell stories, demonstrate how your business can help, express your opinion on an industry topic, and explain statistics you’ve noted. In short, create content that your audience wants to read.

This post from dairy-free milk provider Oatly focuses on its European audience, explaining how cow-based milk affects school children in part because of their emission of carbon dioxide. It outlines the European Commission’s willingness to hear about plant-based alternatives. The call to action includes a link to a petition, a link to learn more, and a link to the sources cited in the post.

This post also incorporates both text and video and clearly outlines the brand’s position.

2. Use an authentic voice

People buy from companies they trust. Make sure your posts are created with that trust-building in mind.

Giving your business an authentic voice means that your business will come across as a real living and breathing organization that has a sense of humanity rather than a cold, hard, and bland corporation.

Innocent Drinks, a UK-based smoothie maker, lets its personality shine through in this LinkedIn post about its Beacon Project. Here’s the opening paragraph:

Last week was World Bee Day. We couldn’t bee-lieve it either. Sorry. We know we probably should have posted about it last week on the actual day, but we’ve just been such busy bees. Not sorry for that one, it’s a corker. With that in mind, we wanted to share some exciting news about the Beacon Project. It’s our three-year campaign to test how different ways of farming can promote wild pollinators and make the fruit trees even more fruitful and resilient to climate change.

That’s a lot of bee-related puns, which indicates the voice of Innocent Drinks is filled with humor and is bold and expressive.

3. Use hashtags properly

Hashtags are still a powerful tool on LinkedIn. They can be used to add a bit of emphasis to your posts, but they’re also a key tool for branching out to new audiences and improving your discoverability.

But hashtags should be used sparingly and specifically. It’s best to keep hashtags to fewer than five in the body or bottom of the post.

In this post from L’Oréal about living wages, the personal care company incorporates two relevant hashtags into the text – #LivingWage and #HumanRights. Anyone who enters the hashtag will most likely find L’Oréal’s post. That can increase their brand awareness and show them as a company that cares about sensitive issues.

4. Make it multimedia

When creating a post, you could just write text. But why waste the opportunity to mix the media? You can add photos and videos, share an event, or even engage with your audience through polls.

Using media in your LinkedIn posts helps get eyes on your content. In fact, according to LinkedIn, posts that contain an image can result in up to 98% more comments. So you could be cutting engagement simply by not incorporating a visual element in your post.

Take this post from UK-based plant-based food company THIS. The crisp cold beer next to the deep red of the burger instantly catches your eye (and your stomach). Paired with the hand sticking out of the beer to make the “I” in “THIS” you’ve got yourself an absolute winner of an image with little explanatory text needed.


One more LinkedIn success ingredient

You’ve optimized your page and followed best practices in creating the content. But there’s one important factor to address – how frequently should you publish that quality, relevant, and optimized content.

LinkedIn has one of the longest content lifespans of all the social media platforms, with each post expected to stay on a person’s page for around 24 hours — that’s 18 hours longer than Facebook.

So instead of concentrating on constantly posting content, concentrate on posting content consistently. Pick a schedule that works for you and stick to it.

It allows your audience to reliably trust that your content will come through without constantly being bombarded. And as you know, that trust from your audience is the best and most far-reaching outcome of your LinkedIn content.


 Register to attend Content Marketing World in Cleveland, Ohio. Use the code BLOG100 to save $100. 

Cover image by Joseph Kalinowski/Content Marketing Institute

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Take back your ROI by owning your data



Treasure Data 800x450

Treasure Data 800x450

Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.

Click here to view more MarTech webinars.

About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai



Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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