Social Media Marketing Archives - Page 4 of 5

The Many Faces of LinkedIn Marketing

Estimated Read Time: 4 minutes
Intended Audience: B2B Business Owners, B2B Marketers, Microsoft Partners

Professional growth is at the heart of LinkedIn. Be it through a personal profile or leveraging its features to boost a company’s visibility, LinkedIn helps professionals make meaningful connections and expand their reach in the business world. Nowadays, LinkedIn Marketing is part of every B2B company’s marketing plan. There are over 850 million members and over 59 million companies on LinkedIn today. It’s no surprise that LinkedIn is so sought-after among B2B marketers. Let’s take a look at the nuances of LinkedIn Marketing and what capabilities you can weave into your marketing plan.

LinkedIn Marketing with a Company Page

If you are a business owner, a Company Page on LinkedIn can prove to be a strong marketing asset. It has remarkable potential to give all the relevant company information to your intended audience at no cost to you. There are several features that you unlock by creating a company page. Not only are you telling people about your business, but also you can actively share content and job openings. Given the variety of beneficial avenues, a LinkedIn Company Page will boost your visibility on the web and drive traffic to your website.

Admin View of Company Page

The admin view gives you a behind-the-scenes input on how LinkedIn members are interacting with your page. You can track new visitors and followers and utilize analytics to tweak the page for better performance. Admin view gives insightful information on how to use your page for building more connections and possibly growing the business. LinkedIn allows you to pick different levels of admin roles, giving you the flexibility to control who sees/accesses which aspect of your company page. More to come…

Company Page Best Practices

Use your company page to engage and attract clients. Being active on your company profile not only through content generation but also with meaningful engagement will drive web interactions and in turn traffic. Furthermore, you should encourage your employees to interact with posts for better impressions and reach.

LinkedIn also includes a Showcase page feature that spotlights individual initiatives or brands. This is an effective way to gain more visibility across the platform and widen your audience. You can utilize Showcase pages to target a more niche audience and curate content and solutions around specific needs. Showcase pages can prove to be fruitful for meaningful LinkedIn Lead Generation.

There is also the option of creating a product page and using that to provide relevant information about a particular product. The information here can range from ratings, reviews, and a custom call-to-action. A Product Page can help build trust within your potential buyers and garner interest from genuine leads.

Explore LinkedIn Marketing’s Paid Features for Lead Generation

LinkedIn has many free-to-use capabilities, but there is so much more to the platform when it comes to paid strategies. By paying a small price you can unlock some powerful capabilities of LinkedIn marketing. Let’s explore:

LinkedIn Advertising

The LinkedIn Ads Account allows you to promote your content and work in several ways. According to researchers, an ad on LinkedIn can reach 13% of the world’s population. So, you should definitely consider this as part of your marketing strategy. By having a Campaign Manager account, you can access all your campaigns, ads and promotion initiatives in one place.

LinkedIn Advertising offers a wide range of results, from lead generation to brand awareness. There are multiple kinds of ad formats, like text ads, sponsored content, dynamic ads, carousel ads, and more, that are customized across devices to reach your target audience.

Did you know that you also have the ability to reach your target market when they are most active and engaged on the platform by tweaking when your ad appears? You can even market to specific groups of people like decision-makers or industry influencers to get your solution and services noticed by the right people.

InMail

Sponsored InMail is a way to reach prospects that are not a direct connection on your profile. By utilizing a sponsored InMail you get your message sent directly in their LinkedIn inbox. You can either use it as a paid feature on your LinkedIn Profile or sign up for LinkedIn Premium for 5 free InMails a month.

Using the Company Page for Promotion

The Company Page has some paid media admin options that help you expand your reach as well:

Sponsored Content Poster – on behalf of your organization you can create sponsored content ads to reach those with similar interests as your target audience. As a general content admin, you can even boost organic posts for more impressions across the platform.
Lead Gen Forms Manager – you can create lead generation forms and embed them in your ads and promotional content. As a Lead Gen Forms manager you have the ability to download leads that were collected from your Page. This can prove to be extremely impactful as you can utilize this data to target your leads on other platforms as well.
Pipeline Builder – allows you to generate and manage leads for hiring purposes. It is an efficient way to advertise an opening at your company and attract the right candidates for the job. By building a strong team, you are only contributing to enhanced marketing efforts in the future.

LinkedIn Sales Navigator and Sales Insights

LinkedIn Sales Navigator is the tool for finding and generating leads on LinkedIn. It is available to both individuals and companies and can prove to be impactful for B2B sales. It offers advanced lead and company search capabilities and gives recommendations based on the same. Therefore, you have access to an extended LinkedIn network. Furthermore, LinkedIn has a Sales Insights product that keeps you updated on your target market with real-time data. Through Sales Insights your sales team will be better prepared to meet the needs of your customers.

Get Started with LinkedIn Marketing

There is so much more to LinkedIn than what we have mentioned above, this is only a birds-eye view of what the platform is capable of. Given the range of capabilities that it offers, there is no doubt that the platform should be a part of your marketing efforts. But do you know how you can best leverage these features? It is not the mere implementation that will deliver results, you need to strategize, implement and monitor regularly to reach your goals.

The Mavens are experienced in LinkedIn marketing and are readily available to support you with industry best practices to realize your marketing and business goals. Don’t forget to check out our valuable resource on optimizing your personal LinkedIn Profile to establish your presence and improve overall engagement. If you have any questions about LinkedIn Lead Generation or LinkedIn Marketing, please get in touch with us.

Simplify Celebrity Endorsements with Cameo

Estimated Read Time: 5 minutes

Intended Audience: Microsoft Partners, B2B Business Owners, B2B Tech Business Owners

Revised September 2023

Imagine being able to get a celebrity endorsement for your product or service from your favorite celebrity or influencer. Wouldn’t that be a welcome addition to your marketing strategy? Don’t worry, you don’t have to hire your own celebrity publicist to make the right connections to hire your favorite comedian, actor and/or musician. Now you can hire celebrities, from the entertainment industry to sports, to create personalized videos for any occasion or promotion with the help of Cameo.

What is Cameo?

Cameo is a video-sharing website that allows people to obtain curated videos and product endorsements from celebrities. Some of the most well-known Cameo celebrities that are available on this platform are Snoop Dogg, Smoky Robinson, Mia Hamm, Caitlyn Jenner, Lindsay Lohan, Emmitt Smith, Chaka Khan, George Foreman and more.

To get started, you will submit a request to hire your favorite celebrity. You should take some time and precision in completing this form, as this is what is used to compose your video endorsement. Once they accept it, you will receive a personalized video from them! This is truly a unique way to engage with your favorite talent and create a memorable experience for your target audience. These endorsements can be used for one-on-one business relationships or for a wider audience (e.g. a new product launch).

It is also an opportunity for businesses to experiment with their content and get creative on their social media channels.

Accessible Celebrity Endorsement Options

Cameo is an public video platform that is growing in popularity and is an excellent place for businesses to garner celebrity endorsements for their products and services without needing your own publicist to get in touch with your favorite celebrities.

Here are a few considerations you need to be mindful of when booking a personalized video through Cameo:

VIP Services: Cameo offers VIP services for businesses if they choose to partner with them. In this case, your business will get additional benefits such as a dedicated customer services representative to manage and prioritize all your requests and a 5% service fee discount. For standard Cameo videos, there are no added perks. You get the service for what you pay.

Creative Brief: Since Cameo doesn’t provide refunds or permit editing celebrities’ videos to avoid the possibility of using the videos out of context, make sure to provide accurate information about the products and samples along with their phonetic pronunciations to the celebrity while booking them. This applies to personal and business videos. Also, the talent has the sole creative freedom to determine how they want to create the content.

Celebrity Endorsements vs Influencer Marketing

Now that you have a gist Cameo, you may wonder, what’s the difference between promotional celebrity cameo videos and influencer marketing. They may seem similar, but they are completely different. Here are some points that will help you clear any confusion:

Usage of Platform: Influencers are individuals who have gained popularity on social media platforms because of their expertise or talent in a particular field or genre. Any promotional content created by them is posted on the influencer’s social media platform and cross-promoted by the brand that may have hired the influencer to post the content. With promotional Cameo videos, you get access to the video created by the celebrity or talent, whereas, they don’t post or promote the videos on their personal social platform. It’s the brand’s responsibility to leverage that video for social promotions.

Revisions and Creative Control: With celebrity Cameo videos, there’s no scope for revision. Therefore, you need to find the right celebrity and share a very thorough creative brief to use as inspiration in order to deliver your request. On the other hand, with influencers, you can have more creative freedom and oversight, depending upon the budget and delivery time.

Terms of Contract: With social media influencers, you can negotiate and draft a contract that will benefit or meet the needs of both parties. With Cameo’s celebrity endorsement videos, you are investing in an experience, and the deliverables or license cannot be negotiated. If strategically planned, custom Cameo videos deliver significant ROI. To see how we delivered remarkable results with Cameo, keep reading.

“The World’s Most Interesting…Cameo” with Orchestry

As the social media space evolves, continually iterating on unique solutions to help people stay connected and entertained, marketers, like us, are always on the hunt for new opportunities to leverage these powerful platforms. Social media marketing is must-have for any B2B and SaaS-based business these days to connect with and understand the psyche of their target audience, and potentially new audiences as well, with needs and purpose for B2B products and services.That’s why creating an effective social media marketing strategy requires timing and creativity to be visible and trend on people’s feeds. For our trusted Microsoft Partner client, Orchestry, we strategized an ideal use of the celebrity endorsement platform to promote their latest product release and its powerful new capabilities.As B2B technology marketers, we understand how competitive the social media space can be. To freshen up Orchestry’s social media content and announce the latest release with a big endorsement, we chose to work with none other than ‘The Most Interesting Man In the World’. Maven Collective Marketing’s purpose for this campaign was to create more awareness around Orchestry and its new features. Generating engagement on social media platforms such as LinkedIn and X (formerly Twitter), which included the promotion of our release and main virtual launch event. In planning a big product release in the middle of a global pandemic, Cameo ended up being a perfect fit!

Here’s a quick breakdown of how this campaign was run, plus the social media marketing strategies that we used to leverage the celebrity Cameo video to promote a successful product release launch:

Hiring the Most Interesting Man in the World

For this social media campaign, we hired the actor Jonathan Goldsmith through Cameo. Jonathan Goldsmith is better known as “The Most Interesting Man in the World” from the beloved Dos Equis commercials. These Dos Equis commercials ran from 2006 to 2018 and gained popularity across North America. They became so popular that the internet turned them into various popular memes that are used on social media daily.

In pitching Jonathan Goldsmith as the ideal Cameo Celebrity to Orchestry, we felt the style and tone of the original Dos Equis commercials were an accurate reflection of how we wanted to position the launch of Orchestry’s latest release. The creative brief was then composed for Goldsmith to emulate that same persona in Orchestry’s Cameo video, informing and inviting the viewers to Orchestry’s official virtual launch event.

This video also inspired us to create fun-related marketing materials with Orchestry’s Co-Founder’s dog introduced as “The World’s Most Interesting Dog”, on behalf of Orchestry.

Cameo Leveraged X (Formerly Twitter) Performance Insights

We posted the Goldsmith’s product launch Cameo video inspired by ‘The Most Interesting Man’ commercial on Orchestry’s X (formerly Twitter). It became an instant hit and was the top-performing organic tweet of September:

The campaign posts including Cameo outperformed previous month’s top tweets by 117%.
The posts also increased the company profile visits to the X (formerly Twitter) account by +750.9%.
Plus, tweet impressions rose by more than 80%.

Cameo Leveraged LinkedIn Performance Insights

Additionally, the Cameo video was shared on the company’s LinkedIn to reach a wider B2B audience and technology enthusiasts from the industry. On LinkedIn as well, the video performed extremely well.

The impressions of the Cameo LinkedIn organic posts increased by +255% and organic clicks +150%.
All the “Most Interesting Man” posts maintained a CTR of over 3.3% and an engagement rate of over 5%.
The Click-Through-Rate (CTR) increased by 95% in comparison to previous organic company posts.

These results show the true impact of a well-planned and successfully executed social media campaign!

Through only organically posting and sharing the Cameo social media posts, Orchestry was able to achieve these notable outcomes. This readily displays that B2B businesses can exceed their performance on social media by creating well thought and planned campaigns by leveraging unique tools, such as Cameo.

Is Celebrity Endorsement for You?

For B2B businesses today, social media isn’t just for B2C companies anymore. Using a little creativity, and leveraging the accessibility of celebrity talent, the sky is the limit to differentiate your brand in the technology industry. To do this successfully, B2B organizations need to segment their audience and understand their preferences to make informed decisions while building a comprehensive marketing strategy that should include social media marketing.

In the end, only you can position and prove the value of your product or service to your target audience to garner their interest and patronage. Once there’s a clear understanding of the goals, challenges, and level of competition in the market, you can define and assign budgets to achieve those marketing goals and execute on your B2B marketing strategies.

We at Maven Collective Marketing understand the pressure of putting together an extensive marketing plan. Why not involve a B2B marketing expert to help you grow further? The Maven Collective team works across North America, Europe and Australia, partnering with B2B technology organizations, such as Microsoft Partners. We understand your competition and what it takes to standout in the sea of software and services sameness. We can not only help you put together the perfect celebrity endorsement campaign, but also implement an attractive social media movement.

Get in touch to see how the Mavens can deliver the B2B marketing expertise you can measure!