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Our Top Three Digital Marketing Articles | October 31

October 31, 2018

Meredith's Top 3 Digital Marketing ArticlesAs I’ve shared with you in the past weeks, I like doing these round-up of digital marketing articles I’ve found! It’s a great way to get bite-size information related to digital marketing and stay up to date on current trends. This week I’m sharing a couple articles all about LinkedIn – specifically how you can now track your LinkedIn Sponsored Content in Google Campaign Manager and how to really utilize your LinkedIn presence in your marketing and sales strategy. Speaking of your marketing strategy, I’m also sharing a webinar that discusses the benefits of text messaging marketing. It’s definitely up and coming and the stats show just how impactful it can be! Read on for more.

LinkedIn Sponsored Content can now be tracked via Google Campaign Manager by Amy Gesenhues

LinkedIn recently announced that it will be adding Sponsored Content to the available ad units that can be tracked by Google’s Campaign Manager. You can now track Sponsored Content in the form of video, carousel ads, lead-gen forms, text ads, and “Spotlight” Dynamic ads within the Google Marketing Platform. You’ll be able to see your LinkedIn ad performance alongside the rest of your paid ads and you can get attribution for your LinkedIn ads across all impressions and interactions. Marketers will now have more insight into how their LinkedIn ads are comparing to ads running on other platforms.

My reflections: Integrating all sorts of paid ad insights into one platform is helpful for marketers to keep track of their spending and payoff. Having the ability to track LinkedIn campaigns inside Google’s Campaign Manager makes for one less click and makes it easier to track how ads are performing in different locations.

How to Use LinkedIn to Generate Sales Conversations by John Jantsch

Speaking of LinkedIn, did you know it’s one of the oldest social networks? LinkedIn is full of users, but it still seems to be underutilized and misunderstood, especially when it comes to generating sales conversations. When a prospect is researching options of where to buy, 94% of B2B buyers stated that they view multiple pieces of content from the vendor before they select. This means if your business isn’t using LinkedIn, you may be passed up for another business that is. Having a company page on LinkedIn can be a good starting point, however, a personal page is the place where you can really be connecting with others. It’s been found that your personal profile is where the conversations that lead to sales ultimately occur. However, you don’t want your personal profile to strictly be a sales page, instead, you can think about it as a networking event. Educating your audience and providing content that is both helpful and useful is a great starting point. You’re positioning yourself as a thought leader in the area versus a pushy salesperson. Additionally, LinkedIn ads can help you to reach even further beyond your connections and have your brand seen by a new audience.

My reflections: The tips mentioned in the article above are just as relevant for LinkedIn as they are for any other social media platform, and really many other marketing platforms. When choosing content to share, it’s always best to do a combination of posts, so you’re not overly promotional and annoying to your connections. Instead, you want to focus on building that like-know-trust factor so that when people are in need of your product, you have already established that base.

Why Testing is a Great Marketing Tool [Webinar Recap] by Thais Cuffy

Did you know that text messaging can be a great way to engage new home buyers? Stats show that 98% of text messages are read within the first two minutes they are received. Additionally, texts get a 209% higher response rate than calls, Facebook, or emails. Additionally, text messages can help you provide on-demand 24/7 responsiveness which helps to keep buyers engaged. Additionally, it can help cut your sales cycle in half.

My reflections: As you probably know, I’m a huge fan of using tech during the sales process. My new sales seminar touches on this exact point. Did you know that the average person touches their phone 2,617 times a day? That’s a lot! Using text messaging to connect with potential buyers is a great way to meet them where they are at. Not to mention, the benefits of text messaging follow-up can’t be overstated. It’s a great way to provide consistent and reliable follow up and provide information to potential buyers in a quick and easy way.

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