If your business offering is something that you wish to promote to other businesses then you would choose LinkedIn as your preferred social media platform. If your business offers products or services directly to consumers (the general public) or family and friends, then you would use Facebook or Instagram to promote your services. And, this all makes perfect sense. After all, your sister-in-law isn’t interested in the latest news in your industry and your target business audiences don’t want to see your holiday pictures!
A question I am asked regularly is what if you have two different professional identities with non-intersecting networks? For instance, let’s say you are a freelance PR professional in the automotive industry with a side business as a celebratory card maker. Should you create two different LinkedIn profiles and promote each side of your professional identity separately?
LinkedIn was originally designed as a recruitment platform but more recently it now offers a place where professionals can connect, exchange valuable content, look for opportunities, recommend one another and so on. If you choose to have two separate profiles, that would defy LinkedIn’s purpose of helping you extend your professional network. Your connections are going to be split between two accounts, you would double your workload and it would be extremely difficult or even messy to reach out to your network or make recommendations or introductions.
You should also note that by creating two profiles you are working outside LinkedIn End User Agreement. If a user notices that you have two different accounts, they can report you and LinkedIn has the right to shut down your accounts without further notice. You will then have spent all that time building your profiles only to lose all the work you have done.
You obviously want to promote your range of products or services and you want your audience to know about your offerings but you don’t want to confuse them with all your creative hats you wear. A clear headline that tells your network from the beginning who you are or what you do will help to clarify your offerings but a headline saying "I am a PR professional that also creates celebratory cards" is too ambiguous and doesn’t help your network perceive the value they can get if they connect with you.
I always suggest to my clients that they should pick a career and focus on it. However, if you want to showcase both of your professional personalities, then do it in the Summary section. You have 2000 characters, so there’s plenty of space to expand on your business offerings. Then, I suggest that you set up two separate business pages and link to these pages in your "Experience Section" in your LinkedIn profile. Going forward, you can then share the posts from your two business pages in your personal "LinkedIn Activity" section.
Good luck with your LinkedIn Marketing and if you need help in understanding how LinkedIn can help you build your business connections then please get in touch.
How many of you have decided during this lockdown period to spend time on your marketing? As part of your marketing did you decide to download your LinkedIn connections and send them an email to let them know about company updates, new services and offers?
I haven’t downloaded my LinkedIn connections for some time, but today when I did just this, I was provided with everything I needed to know about my connections apart from their email address – I understand GDPR but my connections are those people that want to connect with me because they wanted to hear from me - so thank you Linkedin!!
After some research, I have found out that LinkedIn just quietly introduced this new privacy setting that defaults to blocking other users from exporting your email address. The launch of this new setting without warning or even a formal announcement has really been annoying for people like me who have invested lots of time into this professional networking site in the hope of contacting my connections outside of it. My view is that "we are already connected and so you are happy for me to contact you".
So basically emails are no longer coming through as part of LinkedIn’s Archive tool for exporting your data. LinkedIn have said that this was done so that your connections could not automatically download your email address.
If you take a look at the setting titled ‘Who can download your email’ you’ll see they have added a more detailed setting that defaults to the strongest privacy option. Members can choose to change that setting based on their preference. This gives our members control over who can download their email address via a data export.
That new option can be found under Settings & Privacy -> Privacy -> Who Can See My Email Address? This “Allows your connections to download your email [address of user] in their data export?” toggle defaults to “No.” Most users don’t know it exists because LinkedIn didn’t announce it!
That means nearly no one’s email addresses will appear in a LinkedIn Archive export any more. Your connections will still be able to see your email address if they visit your profile, but they cannot grab your email address from the connection download option.
On a positive note, this means that you will need to review those you wish to email and spend a little time viewing their profile to find their email address. Your connection will see that you have viewed their profile and they will not then be too surprised to receive your personalised email.
If this article was useful then please share - thank you.
Today I ran another online training session in Facebook for Business and a question that came up was "How do I increase my business page likes?" There are a number of things that can do but adding great content that encourages likes, comments and shares is the best way to grow your page organically.
Invite existing contacts (your friends) to like your Facebook page
Facebook makes it easy to invite personal Facebook connections to like your business Page, but be careful about how you use this feature. Simply sending out mass invites is more likely to get you unfriended than to bring in Facebook Likes for your Business Page.
How to Invite Friends to like your Page:
Invite People Who React to Your Page's Posts
If your Page has less than 100,000 likes, you can invite people who react to your Page's posts to like your Page.
To invite people who react to your Page's posts:
Invite People to like your page
You can’t directly invite people (other than your Facebook friends) to like your page from your page but there are lots of other ways of directing people to your Facebook page.
But you can increase:
The more "Likes" you get on your posts, the more Likes you'll get on your page and the more Likes you get on your page (the more followers you get), the more Likes you'll get on your posts. Getting more engagement on your posts will benefit your Facebook page more than anything else you do.
So how do you increase your engagement on Facebook:
If you keep sharing great posts, they'll keep engaging with your page and every time they engage with your page, they'll send a signal telling Facebook to show them more and more and more of your posts without you having to pay a penny for Facebook Ads.
If you need to know about how you can increase your brand awareness on Facebook then please get in touch with SunflowerVA
You have set up your Personal Profile on LinkedIn and as you have 3 or more staff you have chosen to set up a LinkedIn Business page too. That alone is not enough! To effectively build your brand on LinkedIn you need to be more proactive.
My #TopTips (in a nutshell)
YOUR LINKEDIN COMPANY PAGE
Start to share regular (2-3 times a week) company updates on your Business LinkedIn page such as business accomplishments, anniversaries (both company and staff related) and business milestones. Also link to articles or blogs on your website and share interesting articles from other LinkedIn users related to your business.
Make your team admins on your LinkedIn Business Page so that they can share updates on the company page too. If everyone contributes, it becomes less onerous on one person.
Ask your team to link their “current positions” to your business page
Get your team to also share company updates on their LinkedIn profiles.
YOUR PERSONAL LINKEDIN PAGE
Make sure your profile is up-to-date, your summary is clear, concise and lets people know how to get in touch with you.
Share your Company Page updates – help spread company messages to a wider audience.
Start to LIKE and comment on posts from others that you may wish to develop a working relationship with or that are industry influencers.
Start to develop conversations with your connections through LinkedIn messaging.
If you need help with putting a process in place to develop the above, then just get in touch.
So why have you chosen to be on social media? Because everyone is there? That’s not the greatest reason.
In marketing speak you need to set some SMART goals:
After you have agreed your goals, you need to identify your target audience. The number of times I’ve been told “everyone is my target audience!” The world is a big place and if you try to target everyone you will reach no-one! You may be looking to reach specific prospective customers or perhaps it is industry influencers, but whoever they may be, if you break your audiences down into key groups it will help you with the following:
The next question you will ask is how do I define my target audience? Spend some time looking at your audience personas, find out what brands they already love and what they tend to respond to.
The most important thing to be on social media is human. So many businesses come across as faceless organisations and people want to get to know you and your company on a more personal level and that is why you need to “talk” to your followers. Also, showing off the human side of your brand such as office photos or snapshots of your team keeps your feed personal.
The next question is whether or not your follower count is important and is it a metric you should measure. If you have 100 followers who regularly engage with you and your content, this is so much valuable than 10,000 that never respond to you.
If you are not sure where to start with relationship building, particularly on Twitter, then the following pointers will help you get started:
When social media was first used by businesses for marketing their products or services, many set up auto-replies but this is now considered insincere. If you want to build your followers then make sure you take the time to respond.
If you are juggling a number of social media channels, a Content Calendar will make the process easier. It will allow you to:
By setting up a Content Calendar we can ensure our posts are automated the correct way! Automation is the way forward in marketing right now to ensure that you are regularly seen for great content. However, you can’t expect to successfully put your social presence on autopilot and think that your job is done. You need to dedicate some time each day to responding to comments and thanking people for sharing posts.
If you would like a FREE copy of my Content Calendar Scheduling Template please get in touch and you can then tailor it to suit your Social Media platforms and plan the timings of your posts to ensure you get the maximum reach of your posts.
All blogs are written by Amanda of Sunflower VA and they are based on my experience.