Make LinkedIn work for your small business this year

LinkedIn has long been known as the home of B2B discussion, and in 2020 the opportunities to engage and grow your business are expanding. Companies of almost any kind can benefit from maintaining a LinkedIn presence, and although it does require a dedicated, platform-specific approach, the numbers speak for themselves:

  • LinkedIn has more than 645 million users, across more than 200 countries and territories; 
  • LinkedIn has added nearly 150 million new members in the past two years;
  • 94% of marketers use LinkedIn to publish content;
  • Of the LinkedIn users who are engaging with the platform monthly, 40% access it on a daily basis;

LinkedIn is the world’s largest and most active professional networking platform and your company page represents a huge opportunity to establish your brand as an industry thought leader, as well as attract top talent from around the globe. Here’s how to optimize your business page and improve your presence, authority, and recruitment prospects on the platform.

How to create and optimise your page

Step 1

Log in to LinkedIn. Click the work icon on the top right corner of the page. Then click create a company page.

Step 2 

Select small business from the list of options.

Step 3

Fill out your company’s name, a public LinkedIn URL, your business’ website and your business’ industry.

Step 4

Check the verification box to confirm you are authorised to represent your company, then click create a page. If you don’t have enough connections, you may not be able to create a community page. If this happens, build your network then try again. 

Step 5

To really unlock your business page’s potential, you need to optimize your page – according to LinkedIn, completed pages get 30% more weekly views. Start by identifying keywords and using them throughout your page.

Include relevant keywords at the very beginning of your company tagline as well as in your headline, overview, specialisms and life section. Keyword research will help you understand the actual search terms that people enter into search engines. Use tools such as Moz Keyword Explorer or SEMRush to help you. 

Step 6

Using those keywords, write a strong ‘About’ section. Work up an engaging overview of your business, that answer the following questions:

  • Origin Story: Where did our idea and passion come from?
  • Vision: What future do you want to help create?
  • Values: What core values support our vision and decision making processes?
  • Positioning: Who are our customers and where do we fit?
  • Products/Services: What are our core product & service offerings?

Step 7

Creating backlinks to your company page will help boost your SEO ranking. A good way to do this is to ask your employees to update their LinkedIn profiles so that their page’s a link back to your business.

Step 8

The best way to improve your company’s ranking is to regularly share relevant content. Read on to discover the best type of content to share.

What posts to share

Social media content is all about who you want to reach and if it will drive viewers down your marketing funnel. Here are a few types of content that work especially well on LinkedIn, including a deep-dive into video, our top-tip for 2020.

Publishing how-to blogs or list posts

Writing informative articles is a great way to raise your visibility and start conversations on LinkedIn. It demonstrates your industry expertise and positions you as a thought leader. How-to blogs and list posts receive the most attention on LinkedIn, and given their easily digestible formatting it’s easy to see why.

Sharing Industry-Adjacent Content

The key to LinkedIn articles is to consistently share information that interests your clients. This content gives you the opportunity to showcase other topics you’re familiar with that could be helpful to clients. Customers remember smart people who offer up reliable advice, so sharing industry-adjacent content helps keep you top of their mind in the long run.

PowerPoints and PDFS

LinkedIn owns the service SlideShare, which offers tools to help you make your own presentations. Take advantage of their tools and courses and share original slideshows on your LinkedIn page. 

Make Predictions

Prediction posts at the start of the year are a winning tool for boosting your LinkedIn engagement. Making predictions about your industry positions you as a sector leader and encourages people to share their opinions with you.

LinkedIn Video

Video is 5 times more likely than other types of content to start a conversation amongst LinkedIn members, so it’s a great tool for increasing brand awareness, offering a more human side to your company. 

According to Wyzowl’s 2019 State of Video Marketing…

  • 79% of people say a brand’s video has convinced them to make a purchase
  • 87% of people would like to see more videos from brands.
  • What’s more, 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.

Despite this, video is still a relatively untapped marketing channel. Don’t be put off by a lack of budget of technical know-how, you can create this content affordably in – house your video content doesn’t necessarily have to be professionally produced to be effective. Here are a few ideas for creating that captivating video content.

Create screencast tutorials and presentations. 

A screencast is simply a video recording of your computer screen accompanied by audio narration. Use a PowerPoint presentation or high-quality visuals, and narrate as if you were giving a presentation. Screencasts are one of the most cost-effective techniques for producing video content and are the perfect place to start if you’re camera shy or don’t have a video camera. 

Show behind the scenes of your business

Giving your followers a backstage pass offers a unique insight into your business – why not highlight your best employees, or flaunt your office culture and brand values?

Try DIY animated videos

Hiring professionals to make animated videos will set you back a fair bit, so why not try giving it a go yourself? Animated videos are a great tool for simply explaining concepts, whilst enchanting your viewers. Try cloud-based animated video creation platforms such as Sparkol or Vyond. These platforms are not free but are more affordable than employing a professional, and many of them offer free trials. 

Share video testimonials from happy customers

User-generated videos take the pressure off your company to produce content while offering social proof – something you can never get enough of as a business. Customers product reviews, social media shout outs and testimonials are invaluable tools to grow your business, and if they are video testimonials, even better! To cultivate your customers, why not consider offering them discount codes in exchange for video testimonials of your product. 

Interview experts and thought leaders

Associating your business with influential thought leaders in your field will help you become recognized as an industry leader. Interviewing experienced leaders in your industry is a tried-and-tested way to build trust and authority with your target audience.

Pro tip: Add subtitles to your video content – studies have found 39% of people are more likely to finish a video with subtitles.

How to grow your followers

You’d think out of 645 million users, it wouldn’t be that difficult to quickly build your connections, but after you’ve exhausted your own contacts list it can be a challenge, especially when you want to make sure those connections are relevant and add value to your network. Here are some simple steps to help grow your followers:

Add a page link in your signature

If you’re already emailing someone professionally, it’s likely your page will interest them.

Add the follow company plugin to your website

This drives visitors from your website to your LinkedIn, increasing your reach.

Ask your employees to add your page to their current work experience

This will help you get more backlinks and gives you the opportunity to share your employees’ best posts on LinkedIn, profiling your top talent as well as leveraging their networks.

Mention companies and pages in page updates

By mentioning companies with the @ symbol it’s easier for them to reshare your content in front of your audience. Think about the companies you admire and have strong followings and mention them in your updates. 

Keep it up

Post consistently – according to LinkedIn, pages that post daily get twice the member engagement. Try the 3, 2,1 technique to keep your content varied- every week aim to post 3 pieces of industry-related content, 2 pieces of ‘proud’ content (content that makes your employees and followers feel good) and just one piece of product-related content.

Remember to engage promptly – reply, comment and ask questions and keep your business details and photos up to date. Building a community on LinkedIn requires attention.

Make LinkedIn work for your small business this year

There are endless opportunities to make your small business LinkedIn Page work wonders for your company. Of course, running a small business can be challenging, but with a good plan in place and the right tools, LinkedIn can be a fantastic tool for helping your company grow. We hope you’ve found this guide helpful, and are inspired to make LinkedIn work hard for you in 2020!

Social media should not be ignored by B2B companies: Here’s why

Let’s talk social media. We’ve noticed that our clients who sell to customers ‘get’ social media – the benefits are obvious. Less so with B2B firms – they wonder if the benefits are really worth the effort. Writing blogs, creating videos and images all cost time and money. We believe that when done right, it is worth the effort and the payoffs can be significant. It’s our job after all! Here’s why…

Show the human side of your business

Whilst consumer choices are emotionally driven, business decisions are largely rational. Or are they? We’ve all heard the idea that people buy people, not things. This is especially true in the case of B2B services. Providers often win because of the emotional response to the team they present at a pitch, and the relationships they build up over time.

By establishing a social media presence, you allow potential clients to see the human side of the business. This lets people see who works for you, which is important, but it also showcases your values as an organisation. You can show people that you’re the type of person they want to work with, which can leave a meaningful impression.

Promote your thinking

Most experts in a field have something interesting to say, a perspective on current affairs and events in their industry – and social media is a great way to promote your angle, story and take on things. You might choose to focus on future trends in your industry or reflect on past events, talk about products and services or the values and theories that underpin what you do. Whatever you choose to write about, getting it out there is key in making it worthwhile.

According to The State of Digital Marketing in 2017 report, blog posts and articles are considered the best way to generate and engage an interested following, and ultimately convert some of these into leads.

Gain trust

Perhaps the default method of checking out a new firm is to Google them. Of course, it’s our immediate response, followed by checking whether any of our trusted contacts have any experience with them. Social media is good for both these things – it offers a window into the community you’ve endeavored to build around your firm, through your social media marketing efforts. It also offers prospectives a quick route to testimonials, recommendations, and Q&As, which all leads to bolstering credibility.

Harness your video content

People are increasingly getting used to having complex concepts explained to them in video format. Cisco reckons 75% of all mobile traffic will be video by 2021. So what’s this got to do with social media? It offers the ideal platform for hosting and distributing video, allowing people to engage with it, and if it’s really good, share it and extend its impact. It’s also one of the most cost-effective forms of social media marketing with a high return on advertising spend (ROAS).

So whatever your position on social media, and take on specific platforms, we think there’s something out there that could be of benefit. As with anything, it’s not a one-size-fits-all solution – and you may well be right that you can’t see your services doing well on Facebook, for example. But, given the time and thought, the benefits we’ve discussed are available to all B2B firms, and they should be considered as part of any digital marketing strategy. You might just find that they start to open some new doors for you.

6 Secrets to Optimising Your LinkedIn Showcase Page

LinkedIn showcase pages are brilliant if you have multiple products, campaigns or services you offer and want to target a particular customer segment for each.

There are however, some rules and some limitations – in this blog I’ll talk you through the ways to get the best out of this useful feature.

A brief look at showcase pages:

Showcase pages can be accessed on the right hand side of your parent company page. They are focused on content and promotion.

They have a two-column layout that is really great for readability and consumption of content. You can also advertise on showcase pages as well as buying sponsored updates, unlike LinkedIn group pages.

They link back to your company page which is ace for branding and also offer a larger hero image facility as well as some additional icon requirements.

However, bear in mind that employees can’t link to these showcase pages and other business tabs such as careers, products, services aren’t accessible. Also, LinkedIn only allows unique page titles – so you might have to be creative if your title is already taken!

What Showcase Pages Should You Create?

As these pages are designed to show content, you should think of your pages in terms of your customer segments. If one of your products, services or campaigns requires bespoke content, or has a different value proposition, it may benefit from a showcase page.

There are a multitude of ways you could organise these pages:

– Types of customers (Youth Engagement Schemes, Women’s Services, Men’s Apparel, Localised Target Areas etc.)

  • Products and services.
  • Customer stories / Testimonials.
  • Help and support.
  • Individual shop fronts (Featured Store)
  • Recruiting focus.

Creating a LinkedIn Showcase Page

  • Access your company page with an account with admin permissions.
  • At the top right of the page, click the drop down arrow next to Edit, and select Create a Showcase Page.
  • Give the page a name. (Tips on this below!)
  • Assign an administrator
  • Click Create Page

Naming your Showcase Page

One of the tricky things about naming your page is the fact that LinkedIn only allows unique page titles. If someone else has used your original name, you have to get creative. It’s also important to consider that you only have 22 characters to create a compelling name.

Using keywords within your name can really help your SEO for when people are searching for products and services on LinkedIn. It will also help search engines outside of LinkedIn index them so your SEO is boosted on other search results pages. It’s a win win!

Consider how your name will appear on your LinkedIn Company page. Showcase page names are displayed to the right hand side of the page and are truncated after 22 characters. Often, only the first two or three words in the name are visible so make those characters’ count!

Upload the three graphics required for the Showcase Page

Cover Photo: This should reflect your market segment, brand or product. Consider using one that is similar to the landing page on your site to create a cohesive look across all of your platforms. The image file must be a PNG, JPEG or GIF file that is 2MB or smaller. 974 x 330 pixels and above. You can crop the photo after you upload it.

Logo: Use your approved corporate logo for this. We don’t recommend altering your brand logo for any reason, even for different target segments!  The image file must be a PNG, JPEG or GIF file that is 2MB or smaller. The image will automatically be resized to 100 x 60 pixels.

Square Logo: This is the graphic that appears on your company page, next to the name of your showcase page. This graphi should in some way represent the showcase page. The image file must be PNG, JPEG or GIF file that is 2MB or smaller. The image will be automatically resized to 50 x 50 pixels. It’s a pretty tiny image, so simple images will look better than more complex ones.

Content Sharing

You can post all types of content on your showcase pages. Obviously, original content curated for your specific customer base about your products and services will always work well for engagement, whether that be videos, testimonials or blogposts. In many circumstances, showcase pages might not be the best place to post curated content unless it’s curated from partner organisations.

If your employees and thought leaders are active participants in, or manage a LinkedIn group that aligns closely with the focus of the showcase page, consider making it a featured group on your showcase page.

Social Media Management software like Colour Me Social’s platform can post directly to LinkedIn company pages and showcase pages. From the showcase page you can also pin posts to the top of your page and sponsor posts for broader visibility.

Once you create your showcase pages, you need to tell your target audience about them!

Promote: Let people on your other social networks know about your pages by sharing the URL along with examples of the type of content they will find after they make the jump. Repeat these posts at regular intervals at different times of day. You could even curate an online launch campaign with several posts per week running up to the creation and then more follow up posts after.

Add Follow Buttons: Add a follow button to the landing page on your website that links to your showcase page.

Use sponsored updates: Sponsor some of your favourite posts to extend your reach and make the page visible to your network.

Because LinkedIn Showcase Pages show off specific products, services and campaigns by attracting followers to focus content that targets a particular market segment, we love them. They’ll really help you make your business stand out from the crowd!

10 top tips and tricks to get the most from LinkedIn

LinkedIn boasts over 380 million members. This makes it the top social network for professionals and one of the top social networks overall. Therefore, as a small business it’s important you are using it to its fullest potential.

LinkedIn is often a platform that is put on the back burner, or underutilised. But it can be extremely powerful, especially if you are aware of these tips and tricks to help you make the most out of its features.

1) Customise your public profile URL

You can professionalise your LinkedIn public profile URL. Instead of reams of numbers and symbols, you can make a streamlined and simple URL which will make your profile easier to share! It looks and works better – win win!

Customise your URL by clicking here.

2) Add a background photo to your personal profile.

You can add a bit of personality to your LinkedIn profile by adding a background photo of your own choosing. Although, remember it is a professional website so don’t go overboard! Keep things sharp and simple.

HubSpot have a great free guide that features a background photo template in PowerPoint optimised to the dimensions that will create the best look!

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3) Optimise the anchor text for the blog / website links on your profile.

Instead of using the default anchor text links in the websites list within your LinkedIn profile’s contact info section, you can choose to modify the anchor text to make those links more appealing to people who view your profile. So if you want to increase clicks on the website links you display there, change those links’ anchor text to something more attention-grabbing than the standard options LinkedIn provides.

For example, if you want to include a link to your blog, rather than choosing LinkedIn’s standard “Blog” anchor text, customise it to include keywords that indicate what your blog is about. Each profile can display up to three website links like this, and they can be customised by editing your profile, clicking the Contact Info  section, clicking the pencil icon next to your website links, and selecting Other in the drop-down menu.

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4) Create LinkedIn Ad campaigns

LinkedIn has its own Direct Ads Campaign targeted to professionals. Due to the demographic using the platform, these ads have a ready-made professional target audience interested in business-related information.

Sprout Social have a great complete guide to using LinkedIn Ads.

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5) Utilise events to engage clients

One of LinkedIn’s super useful features is the ability to view all of your network’s upcoming events at a glance. It’s not even necessary to be the event coordinator to create an event – an event can be created if you have an interest in going to one as an attendee.

These invites can then be sent to your networks, giving an opportunity to meet face to face and engage with them in person.

6) Use Open Profile to send messages to people you’re not connected to.

LinkedIn only allows users to message people who you share a first-degree connection with. However, the ability to be part of the Open Profile network is only available to premium account holders, but it allows those users to be available for messaging by any other LinkedIn member, regardless of their own membership level, if they so choose.

Here’s how to send an Open Profile message.

7) Export your connections

LinkedIn has a great, but little known feature that enables you to easily export your connections. These can then be transferred to another of your contact management systems. You can export in .CSV or .VCF formats.

Handy for mailing lists!

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8) Share your LinkedIn status updates on Twitter.

If you add your Twitter account to LinkedIn you can syndicate updates to Twitter – killing two birds with one stone!

The opposite used to be true, but the platform no longer provides the service of automatically syncing your tweets to publish on LinkedIn.

9) Optimise your LinkedIn Company Page.

Make sure your Company Page is optimised to the latest layout specs and features a compelling and high-quality banner image.

These are quite simple jobs – but really make an impact when it comes to creating first impressions to future partners / customers.

HubSpot have a great free guide explaining how to make these optimised changes.

10) Create targeted LinkedIn Showcase Pages

These Showcase Pages are niche pages that branch off your main Company Page. Kind of like extensions of you main Page, but they allow you to promote specific products / cater to your individual marketing personas to provide a more personalised experience for your Company Page visitors.

LinkedIn users can follow these Showcase Pages without having to follow a company’s main page, allowing your business to tailor the page closely to the targeted audience.

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These 10 tips should help you get the most out of LinkedIn and reap the rewards a professional network can bring to your small business!

Still need more help? Come and have a chat.

7 ways to increase your LinkedIn profile views

Whether you use LinkedIn for prospecting, raising brand awareness, networking, connecting with old colleagues, gaining valuable insights or job hunting, making sure your profile is seen is critical.  Ensuring it looks good and is visible is just part of it. Here we look at 7 of things you can do to increase your profile views.

  • Update and complete your profile

This one is a no-brainer, but also an easy step to skip. LinkedIn will suggest ways to improve your profile, so don’t ignore those. Also remember that your profile picture has more influence on your viewers than you may think. Get a friend or colleague to take a new professional photo of you (but consider  tips backed with research first) This article by  PhotoFeeler is a good place to start.

  • Use keywords in your headline and summary

The available 120 characters in the headline don’t need to be used simply for your current job title. Get creative and use keywords that define you and your skills – similar words should appear on your summary as well. SEO is extremely important when you want to be seen by the right people within your industry. Read this article by DIY Genius for more SEO guidance on LinkedIn: Read more

  • Analyse your current profile ranking

See how your profile currently ranks compared to your connections and colleagues. If you are consistently ranking lower than your colleagues with similar job titles and experience, it might be worth asking them what they are doing differently. HubSpot has a good example of this: Read more

  • Post on LinkedIn Pulse

LinkedIn Pulse is a great platform for publishing your own content and reaching out to new people in your industry. Posting regularly will also move your profile higher up in search rankings. Read this article by Social Media Explorer on how to succeed on LinkedIn Pulse: Read more

  • Join groups

Groups on LinkedIn allow you to connect with like-minded people, build your network, and also improve your profile’s SEO as long as they are relevant to you. Start and participate in group conversations and other participants will visit your profile. Post updates here too, and share insightful content.

  • Add your LinkedIn account to your email signature & Twitter profile

This step is a quick addition to make. The easier you make finding your LinkedIn profile, the more likely you are to get more views.

  • Check your privacy settings

There is nothing wrong with privacy unless you want to be seen. If you visit another profile anonymously, they won’t be able to visit you back. Once you turn LinkedIn’s private browsing feature to public, you’ll be able to view who has viewed your profile and understand what kind of visitors you attract. In general, the more you get involved with everything happening on LinkedIn, the more attention you will receive. Make the most of LinkedIn — reconnect with people you know and start expanding your professional network.

Hope this helps a little. And, whatever you use LinkedIn for, do it well.

The Basics of Social Media

Basics of Social Media

It is all well and good us talking about Social Media. But how about we take a step back and go back to basics? For those less experienced with the ins and outs of each site, here’s a quick lowdown to refer to.

 Facebook – an online profile to connect to others

  • Facebook is arguably the most popular social media platform.
  • You use an email and password to set up on online page about yourself/your company. You create a profile where you have the option of what details you outline. Friends, family and customers can then ‘like’ your page to keep updated on what you post. The posts you make can be pictures, ‘statuses’, videos or links to online content. Your Facebook followers can ‘like’ and comment on them, meaning you can interact instantly with customers. You can also follow other companies through your page to hear about news from them.
  • Benefit over just having a website: easier to share a lot of content/keep customers updated. More interactive than pages of information on a website.

Twitter – short, snappy “tweets” about your day

  • Similar to Facebook, you use an email and password to create a Twitter account. The main use of Twitter is to post ‘tweets’ of a maximum 140 characters. These are updates about your day/business or sharing interesting content. Many businesses use Twitter as their main customer interaction platform. Why? It’s so easy for them to contact you by replying to your tweets. You can also follow other accounts, companies, and customers to keep up to date on their posts.
  • Benefit over just having a website: instant communication between yourself and your customers. Also you can keep up to date with the latest news in your industry.

Instagram – the instant photo sharing platform

  • Instagram is Millennial’s favourite social media platform. This is a mobile/tablet application which, again, uses an email and password for setup. You post pictures about your business and accounts can comment and like these.
  • Benefit over just having a website: sometimes you need to visualise information online and share it instantly, which isn’t usually what a website is used for. Instagram separates the everyday picture updates from your promotional pictures used on the website.

Pinterest – collect photos of what you like

  • This is a website where you can search for and create a feed of online items which you are interested in. As a company, you can use this to ‘pin’ certain pictures, ideas, inspirations to your profile. This creates a visual moodboard about what you represent.
  • Benefit over just having a website: it is unlikely that your website will have a moodboard type page where you can share your current interests and inspirations as a company. Pinterest is a great site to show a different side of your business to customers.

Google+ – Google’s answer to Facebook

  • Not as popular as Facebook, but can still be useful to connect to people. You can set up a Google+ profile through any existing google account you have, with or without Gmail. You then use it to add connections to your ‘circles’. This can be a great way of organising your contacts into categories. It is often seen as a mix between Facebook and Pinterest. You can share ideas/interests/writing onto your Google+ profile to create a feed of posts you like.
  • Benefits over just having a website: shows people you have a Google account and shares it’s benefits with Facebook and Pinterest

LinkedIn – your professional online profile

  • This site acts as an extension of an online CV for individuals. For companies you can set up a page where people can follow you and your updates. It’s like a Facebook page, but in a more professional environment. You outline details of your business and works which you are involved with. You can connect to competitors, partners and customers.
  • Benefits over just having a website: your LinkedIn page will have much the same information as your website. However, it will show that you are reaching out to people online through a professional platform as well. The updates/articles you share can be similar to those on Twitter, yet you are connecting to professionals.

As well as the above, there are other social online platforms companies have been known to use to interact with customers on differing levels.

 Youtube – biggest video uploading and viewing platform

  • This is a site where users upload videos for other users to view, share and comment/like. Youtube started out as a way of sharing all kinds of homemade funny/interesting movies. It has now developed into a video sharing site with high quality videos of a huge range of topics.
  • How companies use it: large tech companies use Youtube to review products and show promotional content. Smaller companies upload tutorials, ‘vlogs’, adverts and news podcasts to market their services in a new way.

Tumblr – blog site built around “reblogging”

  • Tumblr is an alternative way to blog. You sign in with an email and create a blog where you can post text as well as photos, videos and links. The predominant way posts are shared is through ‘reblogging’ someone else’s post onto your own profile. You follow others and they follow you to keep updated with what you post.
  • How companies use it: Tumblr is incredibly popular with young adults and teens, so it is a great way to keep informed on the fads and interests of this age group if they are your target audience. Companies set up profiles to reblog and share posts that are relevant to their services and this enables them to interact with potential customers in a new and innovative way.

Snapchat – temporary photo sharing app

  • Snapchat is a mobile/tablet application where users share a picture with their contacts for a limited number of seconds before it disappears. There has been multiple updates to include text and filters on the photos as well as video and chat functions.
  • How companies use it: you can post photos to your ‘story’ which will go out to anyone that adds you. You do not have to add people back to enable them to see your story. This is a popular way for companies and individuals in the public eye to instantly share snapshots of their day or what is happening without the permanence of an online post.

Blogs – an online journal with multiple uses

  • You will find many companies’ websites include a link or feed of their blog. This is a great tool to have to enable a business to share longer text posts of news and information which is not vital enough to go on the main pages of the website. It is great to write blog entries on advice for your customers or updates about your company which can be shared via your Facebook or Twitter; much like this post you are reading now! This is also where you can share your opinions on certain things by reviewing or talking about new products, if applicable.

Newsletters – an online version used for email correspondence

  • Companies will use an email subscription for their customers where those who sign up will receive periodic emails containing news and information about them. They are also used to share exclusive offers for customers to encourage them to sign up. You will find companies will include their latest blog posts, interesting Facebook or Twitter statuses of the week/month and a little introduction updating customers about any developments they would be interested in. This is a classic way to interact with existing customers on a direct level straight to their inbox.

There are plenty of other sites/apps which adhere to various social needs, however these are the main ones in their platforms. These are the sites which you will most often see companies taking advantage of, by setting up an account, due to them having the greatest number of regular users worldwide.

We would always suggest to have a Facebook, Twitter and LinkedIn to cover the most popular and useful sites. But which others should your company sign up for? The answer to this question lies in what your individual focus is and which social media site will compliment this in a satisfactory manner. Let’s take a look at a few case studies to explain this further:


Sophia Turner; a hairdresser who has just started up her own mobile hairdressing business. She employs 2 other people and needs a way of showing potential clients what she is all about.

  • Since her business is quite a visual one, which focuses on a person’s personal look, visual types of Social Media would make the most sense for Sophie.
  • She could set up an Instagram account on her phone, that way, when she is out and about with clients, she can take pictures of before and after their finished look and upload these instantly to keep other clients up to date on what she can do.
  • Pinterest would be another great tool at Sophia’s disposal; she could select looks which she liked and hair styles she was able to do to show potential customers her capabilities and the type of hairdresser she is; reinforcing her brand.
  • Perhaps Youtube could also be useful to her as she could upload tutorials on certain hair styles and hair tips for her clients. This would also show to potential customers that she cares about her customer’s needs and is open to helping them in many ways.

 CASE 2:

Toby Martin; a director of a publishing company who has recently started specialising in cover curation. He employs 50+ people and would like to promote the fact that his company now offer writers a new service in creating the cover of the book, including the blurb, reviews and front image.

  • When offering a new service it is important to show that you are already a fully established and respected company so that future customers can have confidence in your new offers.
  • Toby would benefit from setting up a Google+ account and linking this with his Facebook, Twitter and LinkedIn so that he can display his past projects and details of who he is professionally linked to. On Google+ he will be able to share relevant pieces of work his company have published and reconnect to old clients who may benefit from his new service.
  • Perhaps, also, he would find setting up a Tumblr useful to compliment his company’s blog. On Tumblr he would be able to reach out to many artists and writers who share their work on this site, to tell them about his new service. Furthermore, it is a great place to keep up to date with what is popular in the world of books.

If you are still unsure on any of the details of Social Media and what sites are relevant to you, the best advice is to try them out! There is no harm in setting up an account on any site and seeing if what they offer is relevant for your company needs. If they aren’t, then you can always remove your account or seek help in how to tailor your use of the site. The best way to learn about online mediums is to be hands on and explore each one!