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Boosting Your Social Strategy: Lists and Event Promotion

Boosting Your Social Strategy: Lists and Event Promotion

Does your social strategy need supercharging? This week we spoke to social business consultant Richard Wolff for his take on how to use social media to create business opportunities. He explains why it’s all about building lists and finding the right way to connect with your audience on each platform. Richard, what are the key areas of your consultancy? I do social media in a way that may not be your ‘101’ type of method. It’s to help people and organisations find out what about LinkedIn or Twitter or Instagram is special to them, and to use each platform to create a profile and find ways to truly engage with the community. It’s not about getting the most followers or the most posts. It’s about finding an authentic way to use each platform, not just to send out information, but to listen in on the communities they care about – their clients, their prospective clients and their business community. How do your methods work in the B2B arena? Let’s take the example of a business chamber I worked with. Their social media, their Facebook and Twitter, was as you would expect – just used for a few isolated posts such as their events. When I got involved, I said that if you can harness the energy of your 300-plus members when they post on Facebook and Twitter, we can pick some of that content to share and curate back to the other members. Likewise, if they start to follow our pages and set their notification settings higher, they can get updates in their feeds, engage with the chamber, and...
Building Better Sales Connections: HubSpot rep Thomas Moin talks strategy

Building Better Sales Connections: HubSpot rep Thomas Moin talks strategy

Following our recent interview with social selling consultant Tom Skotidas, we turn to another expert in the field of inbound marketing for some insight from a sales rep’s point of view. For the past two years, Thomas Moin has worked at inbound marketing platform HubSpot, and he is now a senior channel partner with the company’s agency partner program. His career has been dedicated to using online platforms for selling, and he spoke to Andrew Shaw of Article Writers Australia about how to develop marketing methods that work. Thomas, what was your introduction to inbound marketing? I’ve spent virtually my whole career in sales. I studied IT and English Literature then ended up in an IT integrator, a small business of around 15 employees. From there I went through to Macquarie Telecom, where I continued my sales career selling to organisations that gained all their revenue from their websites. While I was there I had exposure to a platform called Marketo and I helped with the campaign set up and some of the website work there. That was where my interest in the marketing automation industry was sparked, so I joined HubSpot when they opened here in 2014. I was approached by them on LinkedIn and was one of the first employees hired in Australia. Could you describe what you do at HubSpot? My role is on the partner side of the business. I work with agencies that are a good fit for our partner program, where they end up servicing their clients on HubSpot and we have a support mechanism for them. I now have a coaching role,...
Social Selling with LinkedIn: interview with Tom Skotidas

Social Selling with LinkedIn: interview with Tom Skotidas

Tom Skotidas is one of the world’s leading authorities on generating B2B sales leads using social networks. This week he spoke with Andrew Shaw at Article Writers Australia about what it takes to create an effective presence on LinkedIn, and how to avoid mistakes that make your potential business connections hit the spam button. Tom, what was your introduction to the world of LinkedIn social selling? “I realised the power of social media platforms in about 2008. I was head of sales and marketing at an agency that specialised in search engine marketing. I’d used LinkedIn since 2005 the way most people do – as a CV and rolodex. Then in May 2008, I sent my first InMail and realised how powerful LinkedIn could be in helping me generate qualified leads. Between May 2008 and March 2011, I grew that agency from about half a million dollars in annual billings to $7 million a year. Of that amount, half of it was directly attributable to my usage of LinkedIn and Twitter. I resigned from that agency in March 2011 to form Skotidas Consulting Group. Do people need to create content before they begin using LinkedIn?  Yes – they must create their personal profile. Your LinkedIn profile is your first– and most important – piece of content. Your profile must have the right picture, the right headline, and the right sales copy. You must also add marketing assets such as videos, presentations, and publications. A professional and impressive LinkedIn profile is your single greatest piece of content on the platform. After building their profile, do people need to share content...
Choosing the Best Channels for Promoting Business Content

Choosing the Best Channels for Promoting Business Content

The creation of great content is a key step in the overall success of your business marketing plan. Quality content helps to drive traffic to your website, enables you to connect with your audience and add value to their lives, and increase your rate of leads and sales conversions. The thing is, great content obviously can’t serve its purpose if no one sees it  – either because you don’t know where to publish it in the first place, or because it has been posted in places where it is barely visible. In light of this, finding the best channels is necessary in order to get your brilliant content in front of a readership that is genuinely interested in what you have to say. This will likely require a little testing to see what works best for you. Here is an overview of seven popular channels you might want to consider trying out as part of your content publishing strategy. 1. LinkedIn LinkedIn is specifically designed for professional networking. Utilising what is largely a B2B channel such as LinkedIn can make it easier to determine what kinds of information and topics your audience is interested in. It may also mean that your content is more likely to have a receptive audience from the outset. Number of users: approximately 400 million. Features include: Long-form post publishing: Generally over 1,000 words. Targeting of audiences: According to interests, industry and other criteria. Analytics feature: For measuring impact and engagement. Preview: Allows you to preview your posts and edit before publishing them. LinkedIn can be used to connect with and educate your audience, share content from your...
Where Are My Customers? Finding Your Online Audience

Where Are My Customers? Finding Your Online Audience

Finding your online audience is not always straightforward – after all, the web is a big place! We’ve already talked about the importance of developing a great content strategy in order to build an online audience – such as having a website that’s optimised for search engines and mobile devices, promoting your content on social media, and repurposing your content. Now we delve a bit deeper into what you can do to find out where your target audience hot spots are. The first step is to identify your target audiences – that is, who they are, what they want, their interests and challenges, what motivates them, what problem you can solve for them, and what your ideal customer looks like. MORE: Buyer Personas are Critical for Content Marketing Success Once you have done this and created audience personas, you should be ready to do some research in order to find out where they hang out and engage with them. Suggestions and ideas for finding your hot spots 1. Investigate social media communities A lot of people participate in social media these days, and it’s important to take advantage of it. Social platforms enable you to create your own business page, check out the competition (including who is active on their pages and what they are saying), join interest groups, start conversations, and connect with partners, clients, bloggers and others. Tips for online audience targeting: Facebook – use Facebook to search for people, businesses, fan pages or hashtags in the search box, join and participate in interest groups, create your own community on your business page through Facebook for Business, and find...
How to Build a Loyal Online Audience

How to Build a Loyal Online Audience

When it comes to attracting traffic to your website or blog, you want more than just click-through. What you really need is engagement – people who are going to stick around long enough to hear what you have to say, and to respond in some meaningful way. This involves developing a content strategy that will help you reach your target audiences, and in turn, generate more leads and engagement. It also requires more than creating the most brilliantly written blog post in existence or having the latest state-of-the-art website (as important as these things are) in the vague hope that someone somewhere will stumble across them at some stage. Rather, you need to implement a very strategic approach for promoting what you have to offer. There are numerous ways to make this happen, and if you’re currently reading up about content marketing (or its close relative, inbound marketing), these may already sound familiar. 1. Know your audience Step one in all this is knowing who you are writing for and why. For example, your tone and content in the B2C space (writing for customers) is probably going to be quite different from that used in B2B (business-to-business). Knowing your target audience well – what interests and inspires them and what they are looking for – should always be at the forefront of any marketing exercise. This is certainly true when it comes building an online following. Comprehensive personas – describing the interests, job roles, pain points and other criteria – for your target audiences can help you to strategise better when creating content in terms of topics, tone of...