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LinkedIn－especially Premium－can offer numerous benefits to both individuals and companies. From looking up networking connections to posting jobs, it’s a fantastic forum for business.
To find out how we could be better utilizing our own LinkedIn Premium subscription, we polled 11 entrepreneurs from YEC about ways they’ve used the service to benefit their businesses.
Building Marketing and Integration PartnershipsWe’ve been using LinkedIn to contact key players at companies where we’ve built software integrations and at companies that would be great partners for marketing cross-promotions. It’s been great because our profiles lend us a lot more credibility than if we were just writing to a support or info email address. We can be sure we’re reaching key decision-makers directly.
Making Lists to Track ProgressI love building lists of people I know and people I want to know in order to track communication progress and status.
– Lauren Perkins, Perks Consulting
Connecting With Long Term PartnersLong term partners can be worth millions for us annually. LinkedIn Premium makes it easy and cheap to reach out directly to the most targeted of potential partners. In just the past three months we’ve begun relationships with four major partners all via LinkedIn Premium.
Using inMailLinkedIn allows you to email other members through their inMail program. In order to do so you must buy credits. This feature is not available with basic (free) accounts. Since one of the great benefits of LinkedIn is networking for business purposes, this ability to contact potential partners/clients is very valuable.
– Nicolas Gremion, Free-eBooks.net
Using Sales Navigator– Firas Kittaneh, Amerisleep
Forming Relationships and PartnershipsLinkedIn has been instrumental in building our business. Many of our partnerships and deals have come from me personally reaching out to certain people in organizations when I saw the company wasn’t too responsive. Personal connections are everything, and it’s usually the best way to go about getting business done.
Creating Real ConversationsWith LinkedIn Premium, our company is much better able to talk to potential clients across the globe and create real, meaningful conversations with them. Instead of blindly adding connections with no sort of real relationship, the premium account gives us more opportunity to learn about an individual and reach out to them in an organic and genuine manner.
– Joe Apfelbaum, Ajax Union
Quickly Establishing Points of ConnectionBeyond giving us the contact information of potential partners and clients, LinkedIn Premium has also helped us establish a strategy to establish rapport as quickly and efficiently as possible. That is invaluable in terms of increasing our closing rate.
– Kofi Kankam, Admit.me
TakingPolls
LinkedIn Polls are a great tool to use to get quick feedback for anything from new product features to blog topics. Most of Leadnomics’ clients are more active on LinkedIn than other social networks, so it’s a great place to source feedback. Polling tools provided by Premium make that process even easier.
– Zach Robbins, Leadnomics
Seeing Who’s Viewed Your Profile– Joshua Dorkin, BiggerPockets, Inc.
Featured Image: Atelier_A via Shutterstock
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Eight Easy Ways To Green Your Business
Greening your business has short-term effects that will save you money, let employees breathe better, and maybe even help land you a few more customers. These tips, sites, and kits can help your business go green for 2012.
2. Make Fuel Economy a Priority
Whether you have one company car or a fleet of delivery vehicles, make fuel efficiency a priority. You don’t have to buy a hybrid or a diesel car; the Department of Energy displays the most fuel-efficient vehicles in the country in each category on its website. And consider hooking employees up with memberships to by-the-hour car-sharing services such as Zipcar, which offers hybrids.
3. Install a Living Wall
No, a living wall doesn’t pulsate with chthonic forces and demand to be fed with brains. It’s loaded up with plants that help clean up your indoor air quality, and they don’t have to cost a fortune. Home or small office versions can be found here starting at $450.00. If you’d rather not have a wall of plants, look at buying a few more plants to spread around the office to help you and your employees breathe easier. NASA-backed research shows that greenery removes toxic chemicals, including those found within computers and printers, from the air. The most potent air-cleaning plants include the low-maintenance peace lily and English ivy.
Before you make any purchases, particularly for high-volume items, look at the packaging and materials that go into the product. While everything you buy can’t be 100-percent organic or packaging-free, choose a product that’s a bit more eco-friendly than its competition. The nonprofit EPEAT ratings mark laptops and desktops that conserve more energy and use fewer toxic materials than others. The quarterly Greenpeace Guide to Greener Electronics ranks the best practices of big tech brands. Consider undertaking a life cycle assessment for your own products or services to determine where you can make improvements.
If you print brochures or other marketing collateral, try to go as green as you can with your printing choices. Check out these five green printing tools. If you need a third-party to print materials, chúng tôi makes a commitment to the environment.
Many tools allow employees to work from anywhere, and employers enjoy bottom-line benefits to telecommuting policies. GoToMeeting, Skype, Google+ Hangouts, and many other technologies let you meet with employees on the fly even if they are working in their slippers at home. The savings alone for in-person meetings where employees need to fly to a destination is 1600 kilograms of carbon emissions, according to the World Wildlife Fund. That’s not to mention savings for your travel budget.
7. Power Off Everything at Night
If you want to turn all of your office equipment and lights off at the same time, you can do it with an INSTEON system. Put the on/off switch beside the office door to rest assured that lights, printers, and other items aren’t silently sucking money out of your bottom line every night. Don’t put computers on this kind of system; follow the next tip instead. It’s also worth investing in smarter power strips that reduce the standby power drained by gadgets that aren’t in use. Belkin has a number of easy-to-use gizmos to help control the power demands of everday equipment.
Every computer can be run in power-saving mode. In Windows 7, go into your control panel, and then choose Power Options and Power Saver, except where you really need your computer to run at peak performance. Your graphic designer, for example, may not want to run her computer on Power Saver mode. And if she’s rocking an Apple, check out built-in power saving features for OS X.
–Elsa Wenzel contributed to this story.
Angela West dreams of opening a Fallout-themed pub featuring wait staff with Pip-Boys. She’s written for big insurance companies, small wildlife control businesses, gourmet food chains, and more. Follow her on Twitter at @angelawest and Facebook.
7 Ways To Grow Your Business With Your Marketing Automation Tools
Research showing how Marketing Automation can support the lead-sales pipeline
Marketing automation has received a lot of attention over the past year. But you may still be sceptical, asking how can it actually grow my business’?
In this post, I want to dig into some of these benefits to explain precisely how marketing automation can help you grow your business.
In March 2014, Regalix conducted a study to identify the most common benefits of marketing automation, as told by marketers who had implemented the software.
1. Improve your lead nurturing 2. Improve your lead response timesA study from Harvard found that you’re seven times more likely to qualify a lead if you respond to an enquiry within an hour, compared to responding even an hour later and more than 60 times likelier than if you waited 24 hours or longer.
Yet, the same study found that, on average, the majority of companies take at least 12 hours to respond to an enquiry.
With marketing automation software, you can create automated email responses to ensure that every lead is responded to within the hour.
3. Improve your lead qualification processThis is partly as a result of better targeting and personalisation of marketing, but also largely due to the fact that marketing automation software provides a framework to improve your lead qualification process.
4. Reduce your sales and marketing overheadThis has two important consequences.
First of all, it reduces your sales and marketing overhead by reducing the need for additional staff. In fact, a study by Nucleus Research found that companies that implemented marketing automation software had a 12.2% reduction in marketing overhead.
5. Increase your sales productivityIn their New York Times best-selling book ‘Switch’, authors Dan and Chip Heath explain that, when it comes to changing a person’s behaviour it’s often best to change the environment and use ‘nudges’ rather trying to change behaviour directly.
6. Align your sales and marketing teamAn interesting side effect noted by many companies implementing marketing automation software is that it tends to align the sales and marketing teams around the same goals.
By using one platform that shows both CRM and marketing data, marketers get instant access to the insights gathered by the sales team, and visa versa.
7. Enhanced targeting and personalisationPerhaps one of the most obvious benefits of combining CRM and marketing data into a single platform, is the ability to precisely target your audience with personalised communication.
You could, for example, send a series of emails triggered by certain actions, such as repeatedly viewing a pricing page on your website, or by criteria such as whether or not they’re a CEO / director.
Ultimately, the more personalised your communication is, the more relevant it will be to the recipient. Relevancy increases the likelihood of purchase, which is just one more tangible benefit of marketing automation software.
Effectiveness of Marketing AutomationThere’s no doubting the power and impact that marketing automation software can have on a business when used properly, but it’s important to end on the caveat that it’s not a silver bullet.
The effectiveness of automation software, or any tool or tactic for that matter, is largely dependent on your business and how you use it.
I hope the seven examples above provide inspiration for you to explore this software in more depth, and consider different ways that you may be able to use it to grow your business.
How Your Business Can Use Augmented Reality
Interest in augmented reality is exploding as innovators explore its business relevance and the roles it can play in workforce enablement and customer experience and interaction. This emerging technology holds tremendous promise for changing the way businesses operate.
AR is projected to be an economic driver for the tech industry. Research shows that in 2023, the global augmented reality industry was valued at $17.67 billion. Forecasters project a compound annual growth rate of 43.8% through 2028. But which vertical markets will embrace this new technology? Industry experts such as Eric Abbruzzese, research analyst at ABI Research, say revenues will be split between a number of major verticals – education, gaming, healthcare, industrial and retail, to name a few.
“We expect revenues to primarily favor the healthcare and industrial verticals, owning approximately 54% of the market, thanks to more progressive technology adoption habits along with strong use case applicability,” said Abbruzzese.
What is augmented reality?Augmented reality (AR) is the use of technology to add artificial, digital qualities to real-life objects. In simpler terms, any time you use software or a device to add new sights, sounds or sensory stimuli to something you’re seeing, that’s AR. That’s why AR is commonly thought of as comprising solely smartphone apps that ad new visual elements to what you’re looking at. However, AR is far broader than this one type of use.
A common example of AR is when shopping for glasses online. When you “try on” your glasses, you’re not physically putting on new frames since you can’t just reach into the screen and touch them. Instead, you’re taking a photo of the frames and superimposing them over your face to best estimate how you’ll actually look with the glasses on. You’re augmenting the reality of your face – and once you order and start wearing your glasses, that augmented identity will become your real one.
Did You Know?
Your business can benefit from augmented reality in several ways. It can be used to allow customers to try products before they buy and to help train employees.
How does augmented reality work?Augmented reality may seem like the long-term future arriving perhaps a bit too soon, but the technology underpinning it is relatively familiar and straightforward. AR combines computer vision, mapping, localization and depth tracking technology in order to allow the platform you are using to obtain, analyze and send data. This data underlies your augmented sensory experience.
Depth tracking is among the most intriguing of these augmented reality features. Through depth tracking technology, an AR platform can tell how near or close you are to an object. Without this feature, AR use cases such as industrial field services and 3D online shopping would fail to work. Mapping, though, might be the most important AR feature, as it’s why, for example, you can lay your glasses over your face.
What’s the difference between augmented reality and virtual reality?Augmented reality improves, enhances or expands real life by inserting virtual objects into the user’s real-world environment. Virtual reality creates a completely virtual world that users interact with using devices that isolate them from the real world. VR grabs headlines, but researchers say AR will prove to be a bigger market over time.
How businesses are using augmented reality
Use cases for AR abound, but here are five that we consider the top ways businesses are already using AR to give you a taste of what’s possible.
1. RetailFor retail businesses, AR offers a way for customers to try products before they buy. For example, Sephora has an app that lets customers see how their makeup products will look, and Wayfair uses AR to show customers how furniture will look in their home.
Any smartphone or tablet can be an AR platform to create a shopping environment for customers, whether that’s within a traditional brick-and-mortar or being implemented into your e-commerce strategy. AR application company Marxent helped Harley-Davidson create an iPad app that provides a virtual shopping experience, giving customers the ability to try out different body types, seats, lights and other options for a truly custom bike design.
Tip
An online-only retailer could use AR technology to create a 3D shop that virtually replicates the experience of shopping in a traditional store. Giving customers the ability to try an item before buying it improves their satisfaction and reduces costly returns.
2. Industrial field servicesFieldbit, a leading developer of real-time AR collaboration solutions, streamlined field repair services for Israel’s national water company by deploying AR smart glasses and a mobile app platform. The solution enables dispatched field engineers to access real-time remote help from experts or vendors located anywhere in the world.
AR allows the remote expert to superimpose markings, messages and diagrams directly onto the engineer’s field of view, and the use of smart glasses keeps the engineer’s hands free to simultaneously perform fixes.
The use of AR in the field can improve safety, reduce confusion, and take the pressure off engineers who can’t possibly be experts in all technologies and infrastructures. AR can empower a mobile workforce, linking workers to experts around the globe.
3. Design and modelingOne way augmented reality is used in businesses is via 3D modeling. This is often used during the design process for items such as homes and cars. AR can also be used as an aid to early-stage product design and development, giving designers a precise view of product form and function.
Another example is how AR app company Augment is using AR. It implemented an end-to-end AR solution for Watermark Products, a leading supplier of inflight products for the airline industry. Using Augment’s plugin, designers visualize product mockups at scale using tablets. Rather than creating costly prototypes, they can give clients an AR experience that depicts side-by-side comparisons of new and old products, allowing the clients to quickly understand the impact of the proposed new products.
4. Training and educationAR is gaining momentum in medical education. Through a partnership between the Cleveland Clinic and Case Western Reserve, health education students can take a 3D holographic anatomy program. The program allows a Microsoft HoloLens wearer to see virtual cadavers and take a deeper dive into the human body. This ability saves dozens of hours in the traditional cadaver lab, according to school officials. Case Western also sees applications across other educational fields of study.
Companies such as Walmart and Chipotle use AR to train employees. This gives them a hands-on training experience without the risk of costly real-world mistakes. Using AR to train employees or students at any level of education provides an immersive, multisensory experience that’s often more effective than traditional methods such as lectures, flashcards and textbooks. The result is a greater depth of training and quicker mastery.
5. Repair and maintenanceIn 2023, Hyundai became the first mainstream automaker to launch an AR owner’s manual. Using a smartphone or tablet, consumers get how-to information for repairs, maintenance and vehicle features. The app contains how-to videos, 3D overlay images that appear when users scan various areas of their vehicle (like the engine bay) and dozens of informational guides. Hyundai expanded the AR owner’s manual program in 2023.
AR makes it possible for even inexperienced people to identify problems and perform repairs by following step-by-step instructions using AR overlays, improving customer satisfaction by reducing downtime and the associated costs
4 Ways To Use Cross
Taking a new approach to how you strategize your digital campaigns might be just what you need to break through a plateau and better serve your targeted audiences. This is one way that cross-channel insights can drive real gains.
Moving beyond your usual resources, processes, and toolsets gives you the chance to learn more about who you are trying to reach and how you can engage them.
What’s more, utilizing insights from one channel to position or target in another is a great way to create efficiencies and maximize the value of your first party data.
In this column, you’ll learn how understanding user intent and preference in one platform can help you better target a like or similar audience in another.
Paid Search & SEOOur first association is not a groundbreaking discovery for veteran search marketers who’ve utilized paid search keywords to understand SEO keyword focus.
Even so, it’s worth revisiting your strategy here to ensure you’re making the most of this opportunity.
We are not just looking at high-converting target keywords to focus upon in organic search. We also want to look at longer-tail variations of targeted keywords and consider the intent of the user in both verticals.
Paid search is a low funnel approach where we often see high intent-based users ready to purchase or convert into a lead submission.
Organic search, on the other hand, is more likely to draw information-seeking users.
With this in mind, we look at the exact phrases that drew visitors to our site — both those with conversion potential and those with high user behavior metrics such as time on site, pages per visit, and bounce rate.
Targeting a longer tail term as a content topic allows you to provide resourceful content within a topical family that will still show search engines that you are an authority on the topic.
It also keeps you away from higher tail, extremely competitive terms dominated by big brands and highly authoritative websites.
Google My Business & Paid Search/SocialWhen it comes to paid efforts, the more you can refine and target your audience the better.
Initially, you can target broadly to understand unforeseen interests, geographies, affinity audiences. However, this can result in large spending coupled with low conversion rates.
Here’s a tip brick-and-mortars and other local businesses can use to home in on your audience at a zip code level.
For this, you’ll utilize Google My Business data for those users who request directions to your locations.
While you are more likely to be nurturing an existing customer, using GMB insights for paid search and social opens up two new opportunities.
In paid search, you will have the ability to modify your non-branded keyword bids to lift spend in target areas (note, I said non-branded keywords).
You can also zero in on specific zip codes in paid social. These audience members may be well aware of you but you can continue to nurture and build your brand in these key local areas.
Polling & Content MarketingPolls are a great way to understand what makes your social audience tick
Post questions on your social media platforms to learn more about which content that they prefer to see, topics that interest them, issues that worry them, etc.
For one, this is a great way to interact with your social media audience and to draw engagement.
Second, this is also a way to determine what resourceful content, tips, FAQ, etc. you should be creating.
If you know what interests your audience from a content perspective, you can then satisfy them through email and organic social media.
Hopefully, as an added benefit, you can get them to share these posts with similar interest-minded social users, to help build your following audience.
Lastly, these new content ideas will also give you a leg up in ranking for respective search terms in the organic search realm.
Another idea worth considering is to take a competitive review into consideration. Take note of any polling that your competition has done.
Remember, their polled social audience is also your desired audience.
Email & Organic/Paid SocialContent marketing initiatives can be quite an undertaking. Taking the time upfront to identify the right content types can be a great service to the success of your campaigns.
Start by reviewing the content you know your current audience prefers.
Check out your email marketing insights. Concentrate on the content you push to your current customer base.
What headlines see the best open rates?
In analytics, which emails see the best user engagement with your website?
Key Takeaways
It’s not about digging through an endless volume of data for what we don’t know. Look for insights you feel would benefit a parallel audience on another platform.
Don’t be afraid to compare and test two separate platform audiences. You may not think your local listings data and paid search data have much to do with one another. But as we discussed, you may be surprised to find similar interests and behaviors across channels that can inform your strategy going forward.
For ecommerce, look to product performance between previously found associations. If these audiences are similar you may see cross-channel revenue performance from them.
These aren’t necessarily new insights or data for you. However, you can make great gains by learning how to use insights and trends from one platform to assist in another.
Make the most of your insights on each channel by activating them when and wherever possible.
Here’s to new strategic opportunities found!
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Bringing Facebook Fans To Your Business
Incorporate Email MarketingIt is already established in the online marketing world that Facebook can promote a brand faster than email marketing. When a user likes your page, it will appear on his or her friends’ News Feed. But what they didn’t know is that email marketing is one way to keep a constant and troll-free communication with their customers. It also strengthens relationship between the brand and the customers. Include social links in all your emails or send a monthly newsletter to promote your page.
Give Your News Fans Some Perks Start Word-of-Mouth ContestsAside from incentives, you can also offer giveaways to your fans to increase engagement, promote your page farther, and expand your fan base. But if you’re in a budget constraint, look for partners who are willing to sponsor your contest in exchange of additional exposure for their brand. It could be as simple as “Why you should win our price?” and then ask them to mention you and your partner’s brand on their wall. That way, your fans will spread the word for you.
Just bear in mind the Facebook’s Terms of Service about contests. To give you an idea, working with a representative can let you do more on the network. However, you can only talk to a representative if you’re spending five figures on Facebook Ads already.
Turn Buyers Into Facebook FansYou can also include your Facebook marketing campaign into your online shop. It’ll be easier to ask your buyers to like your page because they are already fans of your products. When a user purchases something on your website, add a Facebook Like Box on your Thank You or confirmation page. You can also announce contests that will require your customers to like your page first. Again, just be mindful of the ToS.
Gaining more Facebook fans can give you better revenue stream. You just have to know how you can invite and keep them on your page. If done right, your fan base will become your consumer base.
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