By Danielle C. Leitch, executive vice president
of client strategy, MoreVisibility
will offer users a sense of who you are
and what value you offer. Remember, it
is very easy to contact someone through
the LinkedIn platform, as well as for
people to quickly learn more about you
(by going to your profile).
Within the answers section is the
ability to hyperlink to URLs of value to
the question, which could be used for articles, blog posts or online tools that your
company offers. Additionally, there is an
opportunity to identify an expert in your
post, which is basically a public referral of
someone you know.
Spreading the Word
Users can establish a free company
profile page providing an overview of
the business. In addition, LinkedIn offers
two paid advertising options, one direct
and the other via Google Adwords (a
Google partner, so part of the syndica-tion network).
By being active in a
group, you can engage
with others who are
looking to learn from
industry experts.
The Google ads are done via cost
per click and are tied to your existing Google account and budget. The
direct ads offer a wide variety of
targeting features, based on the individual profile information collected
from users. This information proves
to be valuable for advertisers who can
get as granular as they like in targeting
their ads, to reach the right audience.
These options are beneficial for B-to-B
advertisers who have a precise profile
of their customer. LinkedIn charges
advertisers on a “cost per impression”
basis, similar to a media buy, with
incremental charges for each of the
targeting options selected.
There are many ways to use the power
of networking sites to enhance your business network and pipeline. The above
is a good guide to get you started and
with the many advancements such sites
are making—such as the ability to share
PowerPoint presentations, import blog
postings and monitor your reputation—
they are tools that should be increasingly
relied upon by business professionals.
DANIELLE LEITCH is executive vice
president of client strategy for More
Visibility and a regular speaker at industry
events, including the Search Engine
Strategies (SES) Conference. Danielle has
been sourced by numerous publications
to provide commentary on paid search
campaigns and trends, as well as
analytics/conversion tracking, particularly
as it relates to auditing paid listings.
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