LinkedIn Has Opened the Content Marketing Floodgates

Linkedin Centipedes at 2010 Bay to BreakersLinkedIn has gone Tumblr on us and B2B content marketers are drooling. Finally, you can publish directly on LinkedIn, along with people like Bill Gates and Richard Branson.

It seems like the perfect opportunity, but it is brand new territory. What should you expect going in? How should you approach it?

Although it has only been available for two weeks, and only to a handful of people, here are my initial expectations. [Read more...]

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Why The Analysts Are Wrong About Twitter’s Ad Platform

Media Buyers Are Dinosaurs: Picture of a FossilWhat happens when you survey 50 media buyers? You learn that media buyers have put a bit of social lipstick on their buys but they still don’t understand the potential of social media, the importance of content, and so much more.

About two weeks ago, two equity research analysts at Cowen & Co surveyed 50 ad buyers. 60% said Facebook delivers the best ROI, 25% picked LinkedIn and just 5% chose Twitter.

The analyst’s conclusion? Sell Twitter. They expect Twitter’s stock price to fall to $32 (it closed at $62.53 on 1/21).

My conclusion? The majority of media buyers are doomed. And Twitter will be just fine. [Read more...]

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LinkedIn Now Tracks You Across The Web [And Flaunts It]

LinkedIn LogoWe know companies track us across the web, but most companies don’t make the tracking obvious.

LinkedIn, in quite a departure, is showing right on the homepage the company websites you have visited. [Read more...]

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LinkedIn Sponsored Updates: The Best B2B Social Advertising Option Yet?

LinkedIn LogoHave you felt like social advertising just wasn’t right for your B2B marketing?

If so, LinkedIn’s new Sponsored Updates may just change your mind. This looks like the most compelling social advertising offering yet for B2B marketers.

Up until now, advertising on LinkedIn was just advertising. With great targeting options, LinkedIn was compelling, but advertising opportunities didn’t fit the increasingly social framework of LinkedIn.

LinkedIn Sponsored Updates change that, giving marketers the ability to promote updates in the LinkedIn content stream beyond their own followers or connections. [Read more...]

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7 B2B Advertising Opportunities You Are Missing

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising.

However, many B2B marketing groups are continuing to use the same targeting options they mastered in print and direct mail, simply applied to newer digital marketing tactics.

Today, B2B marketers have many new options available. Below are 7 options and potential providers for each one. [Read more...]

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LinkedIn: Do New Offerings Make It the King of B2B?

Picture of a Lion at the Oregon ZooIf you are in B2B advertising, you cannot ignore LinkedIn. With great reach (#22 US site in January 2013 according to ComScore), extensive profile data actively maintained by the audience and granular targeting options, LinkedIn is a powerhouse in the world of B2B advertising.

So when LinkedIn introduces a new advertising option, as a B2B advertiser, you need to pay attention. Here are two new offerings LinkedIn introduced in the last quarter that seem to have slipped under the radar of most B2B marketers. [Read more...]

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How To View Any Profile On LinkedIn

LinkedIn_LogoI’m sure it has happened to you too. You look someone up on LinkedIn only to find they are a third degree connection (or not even!) and you get a profile page with basically no information.

LinkedIn profile access is even more restricted, today you now need a premium account to view third degree connections.

Of course, you can solve this with a premium membership, but here is how to view the full public profile without a premium account.

Here is an example using Eric Cantor, a Congressman from Virginia that I don’t share any groups with and isn’t a connection. Searching in LinkedIn, this is all I was able to see of his profile: [Read more...]

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LinkedIn Just Went Into the Publishing Business

A number of publishers and blogs covered the launch of LinkedIn’s new follow feature for 150 thought leaders or influencers over the last few weeks. However, labeling it the ability to follow thought leaders (as LinkedIn did) misses the real point.

LinkedIn did not launch a new feature to follow thought leaders or the ability for select individuals to publish articles on LinkedIn.

LinkedIn just launched as a publisher with 150 thought leaders, influencers and public figures as their first journalists and contributors. [Read more...]

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Bad Advertising Advice: Go Where Your Audience Is

It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive.

This advice leaves B2B marketers looking at what their audience does. Do they watch the Super Bowl? Are they on Facebook? Do they read Sports Illustrated?

Media sales representatives perpetuate the problem, comparing reach to their competitors. The “more read our stuff” chart is in nearly every major media kit in one form or another and every day it leads marketers astray. [Read more...]

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No!! LinkedIn Just Went Klout On Us!

If you have viewed a LinkedIn profile in the last couple days, chances are you have seen a new box at the top of the page prompting you to endorse the individuals skills.

Here is a screenshot of the endorse box on one of my connection’s profile page:

With one click, I can endorse Lauren’s skills in these five areas simply because we are connected. But wait, there’s more! Scroll down the page and there is a prominent call, again, to endorse Lauren!

Is this really a good idea? [Read more...]

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