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Archive for the 'linkedin' Category

LinkedIn’s “Sponsored Updates”; Tips for Restorers on Content Marketing

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LinkedIn recently announced the addition of “Sponsored Updates” to their product suite, allowing members the opportunity to get their content in front of other LinkedIn members that are a match for the content of the update, even if those members are not following their company profile.

In the constant battle to win the content war, LinkedIn, much like Facebook, is offering another way for members to get their content put in front of the right people, and hopefully clicked on and read (while the social media giant makes a pretty penny of course, watching companies battle for market share via their platform).

Facebook, unfortunately, learned a hard lesson about going too far with using the personal information of their members for their former “Sponsored Stories” advertising product, ending up in a lawsuit that was said to be a potential revenue loss of $103 million. Facebook would then modify and re-market the same idea of paid advertising for content, slimming their 27 ad unit options to half the amount and making other modifications.

Done correctly and consistently, like any paid social media initiatives, the LinkedIn “Sponsored Updates” could be a great boost for companies as part of a larger integrated campaign for the product or services the paid update’s content is steering the B2C or B2B audience to. And, creating content that is compelling to the audience and speaks to their needs will always draw in higher click-through and conversion metrics.

As part of “expanding their content ecosystem,” LinkedIn’s new Sponsored Updates will allow for content to appear in the homepage feeds of targeted, prospective business partners or customers. Updates can be seen on both PC and mobile applications and will be marked as “sponsored” to the viewer.

For those purchasing the product from LinkedIn, you can choose either CPC or CPM pricing and track the effectiveness of the content through analytic tools provided by LinkedIn.

Tips For the Restorer:

By now, you have probably heard about content marketing and how it can help you boost your business. Creating viable content that keeps people watching your page, sharing your posts and hopefully, recommending and using your company’s services and products, is key to content marketing success. Be sure to share more than just about your restoration company–remember, it’s not all about you !

What do people really want to read about?

About themselves of course, and the things that affect them ! There is certainly a time and place to share content about your restoration company in your content marketing strategy-but be sure to engage and share things that your reader will find interesting. Instead of talking about the fact your restoration company performs mold remediation, share information about the dangers of mold in the home, for example. You’ll see your likes, retweets, shares and more start to improve!

And when your restoration company does great things, be sure to share that too. Did your company get involved in a community event? Did individual team members do something above and beyond? Share it! This is a great way to express your reputation-online!

And of course, be sure that social media is a piece of your overall integrated marketing plan, versus your only sales and marketing method! In today’s over saturated world of communications, restorers must have an effective strategy and accompanying plan utilizing several communication outlets to break through the clutter of communication in order carry out that strategy so they can predictably grow their business not only from a mass marketing perspective, but also through their 1:1 direct selling efforts.

If you’re a restorer looking to predictably grow your business, Business Development Associates might be the solution you’re looking for. Although we’re not a perfect fit for everyone, we’re helping many restorers across the country to predictably grow their business using a proprietary and proven marketing and sales system that generates millions in new business. For more information, call 847-386-6556 or email info@theBDAway.com.

Mobile Technology Adaption Growing in Small Businesses

A recent Constant Contact survey shows a strong trend among small business owners who are using mobile technology to not only conduct business, but also to promote their business, with conducting social media marketing (73%) and email marketing (71%) at the top of the list.

Other uses include engaging in advertising through social media outlets, as well as having a mobile-friendly site. A smaller percentage of the survey participants use tablets for point-of-sale purposes and use mobile apps to manage their business. 82% using a calendar/time management app tops the list of types of apps used, with others reporting app usage in customer communications, GPS/mapping, accounting/invoicing, travel planning and industry news updates.

In regards to social media advertising, a whopping 97% of those surveyed utilize many of the “biggies” of social media for advertising dollars: YouTube, Pinterest, Twitter, Facebook and Instagram.

For those that have mobile-friendly sites, 70% of participants reported that it’s not only mobile-friendly, but also social-media optimized. Other characteristics of these sites include:

-A Menu (44%)
-Individual Product Listings (40%)
-Videos (39%)

And, when it comes to what type of mobile device is choice among small business owners, iOS is still heads above the Android. (66% to 39% respectively). In tablets, iPad beats out the Android tablet, 49% to 15% respectively.

Now, not all small businesses are behind the mobile trend, and for various reasons, with the top reason (56%) being that their customers have not expressed demand for mobile communications. 28% said mobile is not relevant to their industry/business.

For the restoration contractor, there are many opportunities for both their sales and marketing force plus their operations team to benefit from the many advantages of mobile technology. Learning curves, costs of the technology itself and having very little time to learn and adapt to mobile technology are just some of the reasons why contractors, much like the non-mobile users in the owners surveyed, have not employed this trend into their own businesses. But, as any business knows, it’s vital to stay ahead of the curve for business trends that have a direct impact on best servicing their customers.

In an ever-increasing world dependent on technology, it will be critical for small business owners to adapt to mobile changes before their customers start demanding it-and for the company, to adapt to mobile technology before they get left behind while the competition roars ahead.

If you are a contractor or a company in the inspection, cleaning and restoration industry, and have found that what was working to grow your company from point A to point B is not working to get you to point C, Business Development Associates, Inc. might be the solution for you. We are helping companies across the country predictably control the growth of their companies with proprietary sales and marketing programs that are generating millions in new business. Email us at info@thebdaway.com or call us at 773-777-9956 today!

Free Webinar: Generating New Business

Register today for this free event, happening on February 27th at 3PM EST!

Brought to you by Cleanfax Magazine, this webinar will provide multiple guidelines and best practices for marketing your business in 2013 so you can position your company for growth this year.

Included on the panel of thought leaders will be Tim Miller, President of Business Development Associates, Inc. Other presenters include Chuck Violand, Steve Marsh and Jeff Cross.

See you at the webinar! Click here to register now!

Wall Street, Restorers and How Social Media Impacts Buying Decisions

A recent survey by the Brunswick Group stated that 57% of the roughly 500 investors and sell-side analysts surveyed said they were most influenced in their investment decisions by the information they obtain directly from the company. 85% said that information directly from the company was amongst their top three most influential sources in their final buying decision.

Now, social media in regards to influencing their decisions is not totally off the table. About 14% of those surveyed said that digital and social media ranked among their top three influencers in decision making. That’s pretty powerful, but, it still points to the fact that social media has a long way to go in being the end all be all of decision making. But, it’s certainly something that should not be ignored.

The same is true with those deciding to do business with a restorer. We find that when talking to current and prospective clients, the question of social media will come up as well as other tactics and whether they are the right marketing method.

In the restoration industry, there are typically various targets that a restorer will go after: consumers, insurance professionals, plumbers and a slew of other folks that can refer business. And with anyone you are marketing to, especially those that are unfamiliar with your company in the first place, you’ll need a certain number of exposures in order for your message to break through the incredible amount of messages being received everyday by your prospect.

What was the traditional rule of “7” in marketing exposures varies now due to the rise of social media in our everyday professional and personal lives, and of course, the increased amount of messages the average prospects comes across daily. So, there’s no magic answer. Some still say 7, but others will also say 10 or even more.

The good news here is that social media can be one of the many ways you reach out to your customers in an attempt to gain brand awareness recognition. But, it’s important to take note of the Brunswick survey, as the principle of having key ways to provide your company’s message through direct means is crucial. This includes having a dynamic sales force in place to deliver your message correctly.

And, if you translate your message so effectively, consistently and frequently you can then reach what some might call the “holy grail” in marketing: immediate, unaided brand recall. For a restorer, that means that when your customer needs restoration services, they immediately think of your company and because you have done such a phenomenal job selling and marketing to them, you “own” that position in their mind of the “go-to” restorer.

So, does social media and putting all your eggs in that basket as a communications platform equal the end-all be all of reaching the holy grail? For now, no, but it’s definitely another platform that is rising in terms of influencing buying decisions, whether it’s a an IT firm trying to influence a Wall Street investor or an insurance agent or adjuster deciding whether a restorer’s services are right for them.

Do You Ignore Your Social Media Reputation?

In a recent study from the Zeno Group, research shows that many corporate executives are not making efforts to consider their social media reputation when making business decisions or including management of their online reputation in their marketing mix. Surprisingly, 10% even turn a blind eye when faced with addressing a damaging article or social media post, letting it linger without proper follow-up and efforts to remedy the situation or unhappy customer.

Whether you love it or hate it, social media is an ever-growing medium for both B2B and B2C folks to use for many purposes in today’s business world. And when it comes to products and services, social media is a place where you as a company can be praised or punished. And, while praise is something every business loves, especially in a forum that exposes that praise to an extremely vast audience, that same forum can also be extremely damaging to a company’s reputation if negative comments and reviews are made (and not dealt with!).

This recent info graphic shows that when it comes to products/services, 51% of people surveyed will hop onto their favorite social media outlet to give negative feedback and on the other end of the spectrum, 54% will give positive feedback. And who’s reading these comments? 66% of people that were surveyed use social media to read the feedback, good and bad. And why not? It’s much easier to hop online and with a few clicks or touches, find reviews from people who have experienced your product and services versus the old days of more traditional word-of-mouth reviews like asking your neighbor or friends who they used to clean up their flooded basement.

For any business, including restoration contractors, considering your social media reputation is an important part of your online and overall marketing and sales strategy. Being able to have a great presence online isn’t everything when it comes to increasing the bottom line, but it certainly plays into the “social proof” factor of people wanting to do business with you. Thus, being able to engage the online community, whether good or bad, can play a critical role in several areas. Positive or negative feedback, reviews and comments about your company can help you keep doing the right things and improve those that are not going so smooth. Plus, being able to monitor crisis situations online and respond accordingly can end up showing current or future clients that even though your company might have dropped the ball, that you know how to pick it back up and provide outstanding customer service even when the going gets tough.

Have you gotten a bad review online before? What have you done to proactively turn the boat on that negative moment? Or, if you’re fortunate to receive great online reviews, does your company have an engagement plan for those loyal cheerleaders of your product/services? We’d love to hear your comments!

LinkedIn Introduces “Endorsements”

For some time, LinkedIn has provided the opportunity for people to give praise and compliments to other individuals or companies by allowing folks to post recommendations to the individual or company profile page.

LinkedIn recently announced a new feature–”Endorsements.” This feature allows a person to comment directly on a particular skill or expertise listed on their individual profile. You can also recommend that person to list a skill that they might have not listed, but that you think they should!

And, whenever you are endorsed on your profile, LI will notify you via email. When word-of-mouth referrals are so important in today’s business, including that of a restoration contractor, here’s another great way to use your LinkedIn connections to be a cheerleader for you!

You can learn more about the new LinkedIn Endorsements feature here!



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