Social Media

Understanding B2B Lead Generation from LinkedIn

in Lead Generation / Social Media  by Alex Vasilakos 0 comments

LinkedIn is a powerful tool for B2B lead generation. It’s estimated that over 80% of B2B leads come from the platform, making it an essential part of any marketing strategy. But what is a good cost per lead (CPL) for B2B? Let’s explore the potential of LinkedIn as a lead-generating platform and learn how to calculate CPL.

Why Use LinkedIn for Lead Generation?

LinkedIn has more than 660 million users and is home to many of the world’s most influential professionals. This makes it one of the best places to find potential customers and build strategic relationships with industry leaders and influencers. Brands have been able to generate qualified leads through content marketing, organic reach, sponsored posts, and targeted advertising on the platform. In fact, according to one study, 63% of marketers stated that LinkedIn was their most effective source for generating quality leads.

Calculating Cost Per Lead (CPL)

Your CPL is calculated by taking your total ad spend and dividing it by the number of leads you generated from that ad campaign. For example, if you spent $300 on an ad campaign and generated 30 leads from it, your CPL would be $10 ($300/30). Your CPL can vary depending on which tactics you use for lead generation; for example, using email campaigns or PPC ads can yield different costs per lead than organic outreach or content marketing efforts. It’s important to keep track of your CPL so you know what works best when trying to generate new leads on LinkedIn.

Good Cost Per Lead (CPL) Range

The average cost per lead in 2020 was around $70-$80 – however this varies greatly depending on industry and vertical. Generally speaking, companies should aim for a CPL that is no higher than 20% of their Average Customer Lifetime Value (CLV). For example, if your CLV is $1000 then you should aim to stay within a maximum cost per lead range of $200 or lower in order to maintain profitability over time.

LinkedIn has become an invaluable resource for businesses looking to generate quality B2B leads at an affordable price point. With over 80% of B2B leads coming from the platform, it’s important that businesses understand how to calculate their CPL in order to ensure they are staying within their budget while still generating enough quality leads for their business needs. By keeping track of their CPL and aiming for a maximum rate that is no higher than 20% of their Average Customer Lifetime Value (CLV), businesses will be well poised to take advantage of all that LinkedIn has to offer in terms of B2B lead generation opportunities!

5 Reasons Your Business Needs Social Media

in Blog / Social Media  by Tony Ciccarone 0 comments

If you haven’t considered social media for your business, 2019 is the year to understand why it is so important. With more than half the world using social media to engage with brands, it is imperative to have a well respected presence online. We’ve established five key reasons why social media for your business is an effective, inexpensive tool.

Humanize Your Brand

A solid online presence for a company includes multiple business social media pages, in addition to personal social media accounts for business owners and staff, such as Linkedin. This allows for potential customers and buyers to not only research your company and your products, but the individuals behind it as well as their credentials.

Stay Top of Mind

The majority of social media users log into their social accounts at least once a day, thus giving you an opportunity to get in front of your audience daily. Not only does this provide helpful information and resources to your followers and your community, but it also keeps them thinking about you.

Social Proof

Because social media allows us to engage so freely through comments, images, videos, and ideas, it allows potential customers to see how your products or services have worked for others. Positive reviews and engagement over time can be extremely persuasive to someone who is on the fence about doing business with you.

Customer Service

Social media is a very effective way to provide exceptional customer service. Whenever a negative or controversial review or comment is posted to your social media page, you are given an opportunity to provide customer service that will not only be seen by the person who posted it, but everyone else who comes to your page for information about your brand. It is important to remember that you are not just replying to someone who had a negative experience, but you are essentially also replying to your current and future buyers as well.

Crisis Communication

In the event that your brand does make a mistake, social media allows a business to get out in front of the situation and strategically communicate to its audience exactly what occurred, and what the company is doing to combat the issue. This creates a trustworthy and open relationship between an organization and the public, where followers have the ability to comment and ask questions. It is important to engage back with your community in a clear, honest, and positive manner to ensure that trust and integrity are not compromised.

Although some may find social media to be a burden or a waste of time, it is important to understand how it can be leveraged as a way to add value to your business and overall consumer experience.

How to Fully Optimize your LinkedIn Profile

in Blog / Social Media  by Alex Vasilakos 0 comments

By now, you should know that LinkedIn is the top social networking platform for today’s professionals. With over 467 million users, LinkedIn is a powerful tool for professionals and businesses alike to build a noteworthy brand and explore opportunities. That being said, how do you make your profile stand out among the millions of other users?

 

Some Ways You Can Build a More Marketable LinkedIn Profile:

 

  1. Add a Professional Photograph

Your profile photo is your first impression to other LinkedIn users. Your photo is a direct visual representation of yourself as a professional.Consider your photo to be your virtual handshake – How would you want a potential business partner or client to view you?

  1. Add a Strategic Headline and Summary

Your LinkedIn headline and summary are crucial parts of your profile. These sections of your profile utilize strategic keywordswhich help B2B professionals find you, and learn more about you as a professional. Included in your headline and summary should be industry relevant terminology – examples of these terms can be found through industry specific groups and other professionals in the field.

  1. Be Sure to Add Relevant Skills

According to a recentLinkedIn study, users who display five or more skills are viewed 17 times more and are messaged 31 more times than users who do not list their skills. Don’t forget to ask coworkersor colleagues for recommendations! Recommendations are a great way to show others what those close to you have to say about your work.

  1. Be Active

LinkedIn is more than a social media platform – it is also a tool. Staying active and making new connections is key; whether you are seeking new opportunities or promoting your latest venture, building your audience is important. Connections and Influencers also offer a wealth of knowledge which you can utilize in your current role.

 

In today’s digital age, a LinkedIn profile is a necessity for both established professionals and those exploring careers. LinkedIn is an effective tool when used correctly but requires much attention and consistent maintenance. If you’re looking to include a powerful LinkedIn profile in your business plan, get in touch with us today!

 

 

Social Media Updates Not to be Ignored in 2018

in Blog / Branding / Marketing / Social Media  by Alex Vasilakos 0 comments

Social Media is constantly changing – that is no secret to the digital marketing world. As 2018 ramps up, three well known networks have made some pretty drastic updates over the past year and we cannot ignore them.

Twitter DOUBLED its character limit.

Facebook updated its algorithm and some would say it caused headaches for marketers.

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The update prioritizes content for users within their bubble; essentially eliminating public and/or outside content from personal feeds.The update is pushing marketers to switch up their strategies. The benefit here is quality over quantity. Yes the update makes it more difficult for users to find your Page’s content, but once they do you’ll know they’re there for a reason.

LinkedIn now allows hashtags and video! Many users are incorporating this into their profiles and Pages. If you are a small business owner, this can be extremely useful to reach your customers. For example, if you are launching a new line, or have a new product, you can showcase it here first as a “thank you for following us” post.

It’s important to keep up with the trends whether you manage your own social media accounts and Pages, or you hire an agency to do so. Branding is key. Engagement is key. Visibility and voice is key.

Ask yourself this question: Have I ever Googled something and went to a social media profile/Page first? If you answered “Yes,” you’re not alone.

New business owners should think realistically and be aware of this. Most people will not find your website – especially because they don’t know you exist yet! Without social media profiles/Pages, it’s highly unlikely you’ll be discovered.

Where to start.

Craft your profiles/Pages to align with your overall goal and brand. Keep in mind that not every social network is the same and should be treated differently. See below for the breakdown.

Twitter follows the K.I.S.S. method (keep it simple stupid.)

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According to Business Insider, there is a total of 1.3 billion Twitter accounts, but only 328 million are active. Take advantage of this and be one of the active accounts.

Why is a business Twitter account necessary?

It’s part of the foundation of the entire branding experience. It’s also a good way for visitors to gain a sense of trust. The first step is visibility as previously mentioned. Check!

Make sure you have the following:

  • Profile photo
  • Header photo
  • Handle
  • Bio
  • Location
  • Website

Facebook Business Pages allow for more in depth information. Make sure you have the following filled in:

  • Profile photo
  • Cover photo
  • “Our Story”
  • Create a CTA (call to action) button
  • Address
  • Phone number
  • Email
  • Website
  • Category
  • Description (About)
  • Products you offer

With the recent algorithm update by our good ol’ friend Mark Z, it’s important to remember to post your best content. Prior to the update, it was much easier for users to visit your Page, find your Page, view public content, etc. Now, it’s a more close-knit vibe.

According to Zuckerberg, “Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”

Here’s how to combat the concern and break through.

  • Switch it up!
    • Not every post needs a link. For example, #BizTipTuesday with a sentence from a blog to share with followers is a good way to engage with an audience.
  • Ask questions, include numbers
    • Content that might spark conversation (comments, shares, likes) is more likely to perform better
  • It’s OK to ask people to follow your Page – this might even remind them to use the feature “See First.” When users visit a Page they follow, they have the option to push their favorite ones to the top of their newsfeed!

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The Business Social Network has really been feeling the fire the past year. From cover image sizes to adding a video component, LinkedIn has made some of the most noticeable changes.

According to LinkedIn, there are 19 million Company Pages on the network.

Speaking solely for Company Pages, here’s what to include for your business:

  • Logo
  • Cover image
  • About Us
  • Specialties
  • Website URL
  • Company size
  • Year founded
  • Industry
  • Company Type
  • Location

The benefits of having a LinkedIn Company Page include:

  • Showcasing the company, not just employees
    • It gives you a higher chance to pop up on Google searches

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  • You can ask your employees to list it under their experience
    • Acts as company ambassadors
  • Promote news about your company
  • Share resources and updates that get attention from followers
  • Share services offered
  • Gives users an extra outlet if they have yet to reach your website

Twitter, Facebook, and LinkedIn along with other social media will continue to make changes. As technology evolves, users must follow suit in order to get the most out of the tools.

As marketers and business owners, we can’t keep doing the same things over and over and over again expecting better results. Isn’t that the sign of insanity?!

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If you have any questions about your company profiles/Pages, feel free to reach out to us!

Please share this blog to help out fellow business owners!

managing linkedin

Mastering the Art of Managing Your LinkedIn Profile

in Blog / Social Media  by Alex Vasilakos 0 comments

LinkedIn is no longer a maybe thing. It’s a must-have! In the B2B world, this professional social media platform is a tool that will help grow your business, make it more visible, and make you more profitable.

LinkedIn has a proven ROI.

If you listened in on our webinar, “Social Media 101,” we briefly mentioned that about 80 percent of B2B leads from social media come straight from LinkedIn. That’s according to LinkedIn researchers themselves.

Why?

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4 Reasons Social Media is More than a Promotional Tool

in Blog / Social Media  by Alex Vasilakos 0 comments

Companies across the globe can benefit from social media. The way people connect has drastically changed from just a few short years ago – maybe even months if you really dig in. Trends play a huge role, but another large factor is the social selling factor. What is social selling you might ask? Think of social media as another outlet for salespeople to contact prospects and customers. It opens up a pathway to communicate with them like never before.

Hence the title of this post – “4 Reasons Social Media is More than a Promotional Tool.”

Social media is critical when it comes to brand awareness, but more importantly it needs to be included in the core business strategy. Let me ask you this – have you ever gone online and read reviews, looked up a company’s LinkedIn, Facebook or Twitter BEFORE making a purchase or inquiring? If you answered yes, that is exactly why your company needs social media.

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Finance Industry, Get Social or Miss Out on These 8 Things

in Social Media  by Alex Vasilakos 0 comments

If you aren’t social, or maybe you “know a company” in the finance industry who isn’t, it is time to get social!  Your FOMO (fear of missing out) should be really, really, real with this one. If you feel like your financial service business may be missing out on something, it is. Get social or you will be missing out on these 8 huge opportunities:

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Twitter Shortcuts Every Business Owner Should Know

in Social Media  by Alex Vasilakos 0 comments

Time and time again I hear new and seasoned small business owners say that social media marketing is a waste of time, or that their industry doesn’t dabble on social media. False. I have been able to find niches on social media outlets for every small business owner who has come to us for help. With that being said, once you’ve embraced the world of SMM, now you need to know how to leverage it.

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