B2B vs B2C – LinkedIn

B2B vs B2C – LinkedIn

LinkedIn is growing at about 2 new users every minute.  At the time of this writing there are 27B2BvsB2C Linkedin - Time2Mrkt million users of which about 90 million of them are in the United States.  In most cases the analogy most people use to describe LinkedIn is that it is your professional Rolodex and/or your on-line resume. As you are working in LinkedIn, you have the ability to use the resume portion of the platform to expand beyond the traditional one or two pages that are considered acceptable on a traditional paper resume. But in the marketing space how does B2B vs B2C – LinkedIn compare?

B2B – Because of the fact that LinkedIn is the number one professional social media platform it is natural to assume that this is more highly suited to the B2B world. For a business, I feel that it is imperative that you present you and your company as professionally and completely as possible on this platform. There are a couple of features that are available that I have discussed in other articles including my Top 5 Business Page Tips Series of articles.  To create a business page you need an email address that is name@company – not gmail, yahoo or any other generic email tool. On the business page enlist the items that are available –  the images, the products and services, careers, and the company status updates. From a lead generation perspective, the leads may not come to you, but the platform enables you to warm-up cold leads.  For any business with a number of employees, each person should have a 100% complete profile using the keywords for their personal skills and within the employment description, the company keywords.

B2C – the advantages for a consumer driven business are also beneficial to a B2B business. Personal profiles should be complete for your key employees. Use the options to place your YouTube videos, links to specific landing pages on your website for each of your products, and if you have the staff to accommodate it, add up to three contacts per product or service.

The clear winner here would be a B2B business, but our business needs to be where our potential customers might find us. Is that LinkedIn?

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B2B vs B2C – Which platform is best for your business?

Whether you like it or not, social media is here to stay. But you need to determine which platform is or platforms are better for your business.  So…

B2B vs. B2C – which platform is best for your business?

So there are over 200 social platforms that you can choose to use. Determining where you want to spend your time and effort is crucial to how well you move do to move forward and achieve consistency in your use and engagement on social media.  This series of articles will review the various types of social platforms and the importance, in my opinion, of which ones are best for Business to Business – B2B or Business to Consumer – B2C.

B2B vs. B2C

The areas we will be covering address the top types of platforms information, sharing, imaging, locations, and news.

Either type of business, whether it is B2B or B2C needs to understand that consumers are no longer depending solely upon the traditional forms of advertising to find their next source for a purchase or contract. Following that thought, where will your customer find you and what will they find when they get there?

For B2B it is important that your customer find an authority on the product that they want to purchase.  Will it be you? What is the goal you want to achieve with your digital presence?The platforms that you choose to use will build brand awareness and thought leadership.

For B2C the social media tools that you use can provide customer service, or sales/lead generation. Peer recommendations are now most frequently the determining factor for a consumer to make a purchase.  Will your business gain the trust of your customers to cause them to make those recommendations?

Search engines are no longer the only way your customers will find you, will you like what they will see.

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Facebook Fan Pages

Recently I have been working with a national client who has individual locations across different states.  Each location has some autonomy with the marketing of their location.  Some of the locations know more about social media than others.  During a recent survey, I discovered many people had set-up a personal Facebook page instead of Facebook Fan Pages.

Facebook Fan Pages

Allows your followers to “Like” your page.  You cannot invite friends to connect in the same way you do on a personal page. Facebook Fan Pages afford you options that you do not have with personal pages. Facebook Fanpages do not let you do certain things that personal pages allow.

For example – you cannot like an individual’s page with your fanpage, but you can like other fanpages.

Here is a brief how-to video I put together to help you move from a personal page that you might be using for business into an actual Facebook Fan Page.

Thanks for watching and check other posts about LinkedIn, Facebook and other social media tools and tips.

Headlines Speak Volumes

As many of you know, I teach LinkedIn to job seekers, as well as, business owners. When you are in job search mode, you are promoting a business of one – you.  In the same vein as a business owner, you need to share the features and benefits of you to a potential employer.

Your headlines speak volumes about what you can do to solve that business owners problems. There are a couple of features in your profile that help you show up higher in search results and your headline is one of them. How many recruiters do you know that actively search for the key word “actively seeking” or “Still searching for work”?  If you include the word “professional” when you are looking for a job, does that mean that you aren’t professional when you have a job?

While I was at a former employer, I wrote about a “purple squirrel”.  That term has been given to that elusive job seeker who possesses 13 out of 11 sought after characteristics. This means that person will be incredibly difficult to find. If the characteristics for which someone is searching aren’t in your headline, summary, or skills and expertise, that recruiter or business owner might never find you.

A typical search by the average LinkedIn user includes one, possibly two keywords. If you don’t incorporate those specific keywords in your headline, summary, job descriptions, and have them high on your list of skills and expertise, you may never be found.

One way to overcome that challenge is to incorporate the top keywords with which you wish to be found into your headline.  The best way to do that is to list in your headline the skills in your profile for which you have the received the most endorsements.  headline

Once you have them in your headline, make it easy to read by separating them with a vertical line.  You can find the vertical line on a regular keyboard by using the “shift” key and the backslash key that is above the “enter” key.vertical line

Now when someone sees your profile, they just know the skills you possess, and hopefully you will be able to solve their problems and get that new job!

 

The Season of Social Media

Today is Christmas Eve.  All of our presents are wrapped and under the tree.  Here are a few Christmasgroup-of-logosquestions for you?

  • Did you buy anything from your phone?
  • Did you search coupons on social media – Facebook, Twitter, G+ or things like Yelp?
  • Did any stores send you coupons by text?
  • Did you buy a present from Etsy or Pinterest?
  • Did you receive a “special” by Snapchat?
  • Did any emails bring you a coupon that enticed you to buy?

If you haven’t considered how important these tools can be for your business, let me help you.

Above all else, have a Merry Christmas and a prosperous New Year.