If your content marketing efforts are falling short of your goals, don’t head back to the drawing board just yet. Chances are a simple tweak may, in fact, be all you need.
Founded in 2002 by Reid Hoffman, and launched in 2003, LinkedIn (www.linkedin.com) has become the dominant Web-based professional networking platform. I’ve been using it and have encouraged clients to do so for some time now. As good as LinkedIn is, it did stumble somewhat by not embracing social media tools and networks fast enough.
This all changed over the last year or so with the integration of a number of social media capabilities into the LinkedIn platform. In my view, these are the most important ones:
1. Twitter (www.twitter.com) – you can now have your Twitter feed automatically appear in your LinkedIn profile as soon as you’ve tweeted
2. Blogging – your blog posts now also get uploaded onto your profile right after they are posted on your blog (this feature is available for a number of blogging platforms, including WordPress and TypePad)
3. Slideshare (www.slideshare.net) – any voice-enabled PowerPoint presentations you’ve uploaded to to SildeShare now appear in your profile as well
These changes are important for a number of reasons. First, they expose more of your brand and content to your LinkedIn professional network. These contacts can now see your tweets and blog posts without having to go elsewhere. Second, they save you a ton of time in that you no longer have to update your LinkedIn profile with content you’ve created elsewhere. Last, by making sure it embraces social media, LinkedIn is taking steps to stay relevant and, in the process, protect the myriad of hours its members have spent in building their profiles and extending their networks.
The Canadian Bar Association has issued new guidelines on Web & Social Media Marketing. These were created in response to an influx of questions from lawyers looking to ensure their marketing initiatives were onside with existing regulations.
Read Robert Todd’s article in the Law Times, where AR Communications’ Michael Rabinovici is quoted here, or go to http://www.lawtimesnews.com/200910195631/Headline-News/CBA-offers-tips-on-legal-Tweeting.
As entertaining as some marketing communications are, what it all comes down to is whether or not they compel the reader, viewer, or listener to take action.
People take action as a way of meeting their most basic emotional needs. People decide with their feelings and then rationalize their decisions with the facts. If you can match your offer with their needs, you’ll get better results. For example:
People want to belong – Show them that other people, just like them, have taken the same action that you’re asking them to take. Use testimonials, case studies, or stories.
People want to escape pain – Put them in touch with the pain that will continue and worsen if they fail to take action.
People want to experience pleasure – Paint a colourful picture of the benefits and positive feelings waiting for them once they take action.
People want to feel financially secure – Offer a financial incentive to act now, such as a time-limited discount or bonus offer.
Depending on your product or service, you may also want to align your message with people’s needs for fame and fortune, increased wealth, or health and happiness. The inducement will differ with each offer you present, but the result should always be the same: Measurable response with every communication.
AR Communications Inc.
The content creators