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Start Your Marketing Plan with the End Goal in Mind

Mon, Mar 30, 2020 @ 02:27 PM / by Scott Hasson posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, LinkedIn, Marketing Goals, Budget Strategies


Start Your Marketing Plan with the End Goal in Mind


By defining these campaign goals, you will better formulate the message, timeline, budget and results. You will have all of the info ready for your agency to successfully execute your objectives. With your objectives in mind, you can measure the necessary metrics to know if your efforts are working.

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LinkedIn Industrial Marketing Ideas

Fri, Apr 04, 2014 @ 09:36 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Marketing Ideas, Blogging and Blog Content Creation, LinkedIn


7 essential LinkedIn stats: When to post, what to post and how to improve

LinkedIn Corp. To File For IPO

This post originally appeared on the Buffer blog.

(Thanks to the TNW blog for bringing this great article to our attention. LinkedIn is where our industrial clients hang out and use it to find ou about potential clients, employees or employers. The digital version of six phone calls should be able to let you learn anything.)

A quick glance at a chart of the Internet’s fastest-growing social networks reveals what you likely already knew (Instagram is growing like mad) and what might be a surprise: LinkedIn is the third-fastest-growing social network.

We at the Buffer blog can vouch for LinkedIn’s growth as our blog has experienced a swell in LinkedIn referral traffic over the past year, up 4,000 percent from last year at this time. Part of that has to do with our emphasis on updates and sharing at LinkedIn, another part has to do with the popularity of LinkedIn contributing a larger audience and more eyes to our content.

Together, these factors have made LinkedIn a great source of visitors for our blog, and I’d imagine you might see a similar impact on your own site.

So the question becomes: How best to take advantage of this expanding interest in LinkedIn? Though the network isn’t analyzed in quite the same detail as Facebook and Twitter, there still exist several stats and tidbits that can help you improve your LinkedIn marketing and engage with your followers.

1. LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook

Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source.

Econsultancy reported this gap based on a two-year research study involving 2 million monthly visits to 60 corporate websites. LinkedIn’s referrals, which accounted for nearly two-thirds of all social referrals to corporate homepages, nearly quadrupled the second-place Facebook.

  • LinkedIn: 64% of social referrals to corporate homepage
  • Facebook: 17%
  • Twitter: 14%

linkedin chart blog full 520x257 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

All sorts of different leads can come from social networks, so data like this is hugely helpful in understanding where these leads are headed. LinkedIn traffic is more likely to head straight for your homepage rather than a satellite page like a blog post or a resource page.

With this in mind, you can optimize your profile with consistent messaging that makes sense for a user who clicks from LinkedIn to your corporate homepage.

For example, see below for how Adobe carries its messaging for its Creative Cloud from its LinkedIn profile (pictured first) to its homepage.

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2. The most in-demand content is industry insights

According to numbers from LinkedIn , 6 out of every 10 LinkedIn users are interested in industry insights—the most-demanded type of content among LinkedIn members.

Insights, in general, are quite popular among users. Second to industry insight, company news appeals to 53 percent of LinkedIn members. (New products and services are the third most popular content, with 43 percent interested in this kind of update.)

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What this means:

Share your expertise. Be helpful and transparent when you share on LinkedIn, and you will appeal to the majority of your audience.

Industry and company insights should compose a fair majority of your posted content, and the overall content plan should feel relevant and actionable to your followers. As LinkedIn advises:

Your followers are active on LinkedIn because they want to be more productive and successful professionals. Informative, useful updates receive the highest engagement rates because that’s the information members expect from companies they follow on LinkedIn.

3. Avoid evenings, late afternoons, and weekends

If you want to reach the largest number of users with your content, it makes sense to publish when people are around. LinkedIn has found their busiest times to be morning and midday, Monday through Friday.

Business hours, in general, have the largest maximum reach, so you don’t have to be too particular about specific times. Test what performs best for you.

Screen shot 2014 03 23 at 1.32.21 PM 520x361 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Be sure your posting schedule matches up with the rhythms of the LinkedIn audience. If you happen to curate your content in the evenings, you can use Buffer to schedule your posts to go live the following day at the time you choose.

4. Post at least 20 times per month

Once you know when to post, the other big question of social sharing is how often to post.LinkedIn has found that 20 posts per month can help you reach 60 percent of your unique audience.

More posts will naturally lead to a larger percentage of reach, but there will come a point of diminishing returns. A certain percentage of your audience will always be impossible to reach—because they never log on—so you’re really looking to hit those who log on and scroll their top updates. Twenty updates a month will get you in front of 60 percent of your audience, and there’s no guarantee beyond that.

Of course, there are those who have the time, resources, and content to post more than 20 times.LinkedIn’s best-in-class marketers post 3-4 updates per day, which could mean up to 80 posts per month.

Ultimately, the best guideline for posting is going to be this:

Post as many status updates as your content supports.

What this means:

Start with 20 quality posts per month and scale up if you see that a fuller schedule comes with more benefits. As it turns out, 20 posts per month fits well with the suggested times of day to post. If you post once a day for four weeks and skip the weekends, you’ll hit 20 posts on the dot.

5. A single status update reaches 20 percent of your followers

If you want to know who might see what you post, know this: You typically reach 20 percent of your followers with a single post.

Screen shot 2014 03 23 at 1.43.50 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Does 20 percent sound like a lot to you? I guess it depends on the size of your follower list as to how big an impact a 20 percent reach will get. Regardless, you’ll likely want to make a bigger imprint than 1/5, which is why a regular posting schedule can be so valuable.

You will reach more of your audience and extend your reach as you post more often.

6. Help your employees help you (they’re the most engaged)

Engagement on your profile can be a big help to those who happen to stop by, and it turns out that your own employees could be the greatest asset to building this engagement.

Employees are 70 percent more likely to click, share, and comment on an update than a typical LinkedIn user.

What this means:

Employers can take advantage of this by making it easy for employees to engage with the content. Send notifications and links every time you post or when particularly important updates go live. Asking for engagement is sometimes all it takes to get your colleagues involved.

7. Learn and optimize from your engagement percentage

All the stats I’ve listed so far give great advice in general terms for how to market effectively on LinkedIn.

Now for some personal advice: Study the engagement percentage in your LinkedIn Analytics, a feature that all company page admins can access. Logged-in admins can find the analytics by clicking the dropdown menu from the blue Edit button in the top right of your company profile.

Screen shot 2014 03 23 at 1.51.05 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

From the main insights page, you can view general information about the visits to your profile, including helpful demographic info that can show you the locations of visitors (helpful for determining which time zones to sync with your updates during business hours), seniority, industry, and even how many visits came from your own employees.

To dig deeper, click on the analytics link at the top of the page, and you can view the complete stats for the updates you share.

Engagement percentage measures the total number of interactions, clicks, and followers acquired for each update you post to your account. In other words, engagement percentage can tell you how many people, of those who saw your update, truly engaged with it.

Screen shot 2014 03 23 at 1.53.04 PM 7 essential LinkedIn stats: When to post, what to post and how to improve

What this means:

Engagement will show you where to improve, grow, and change the way you update to your LinkedIn profile. During your review, note the category of content you posted, who was targeted, and the day of the week and time of day that you posted. This can be helpful for sending an even more optimized post the next time you update.

How might these stats impact the way you use LinkedIn? Which of the above stats have you seen to be true from your experience? I’d love to hear what you’ve observed with LinkedIn; please feel free to share in the comments.

1-28-20 We received an email about this post

"Hey’up there Chuck

Marvellous website :)

I saw you mentioned Buffer’s website on your page:


That’s a fantabulous resource. In fact, it inspired us to create our own tutorial here:


Would you consider sharing it as an additional link to compliment your page?

Because I always like to 'Tweet others the way you want to be tweeted'.

So if you do link to it, not only would you make me jump for joy - but I’d also happily promote any of your blogs on social media to say thanks.

And hopefully that’d help you land some more traffic.

Hasta luego,


Thanks Aeriel, we thought your post was well done. Happy to support it.

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Social Media 101: Creating a Successful LinkedIn Group

Thu, Feb 06, 2014 @ 02:46 PM / by Lauren Campbell posted in Marketing, Social Media, Public Relations PR, Industrial Public Relations PR, Internet Marketing, Branding and Identity, LinkedIn, Internet Advertising, Cincinnati public relations


Maintaining a social media presence is all too critical these days. How many followers, likes, and connections someone has seems to be part of our daily language and we have seen individuals, brands, and businesses benefit heavily from it.LinkedIn logo design

One of the many great things that social media offers is access to instant information. This has been great for many consumers; people and businesses alike. I personally have used social media to ask questions about a product and received very timely and professional responses. It is access to customer service and information like this which makes social media platforms such a valuable tool in the business realm. One of the more popular platforms, LinkedIn, is a great example. It is the platform best known for its professional foundation and has become one of the most trusted and credible social communities on the web.

LinkedIn provides users with the ability to connect to other professionals and to join professional groups to engage in meaningful discussions. Creating a group on LinkedIn for any business would be advantageous, but in order to get the full reward you must nurture your group, which takes time. We have found a few guidelines for creating and maintaining a successful LinkedIn group to help you aquire the full return on your time spent.

Narrow Niche and Specialty Category

A good way to get started is by having a narrow niche. This helps you attract the right kind of individuals to your group. As a group creator you should focus on driving current clients/consumers to your group so they can utilize it as a forum for asking questions and gathering information; however, you also want to drive potential clients/consumers to your group too. Establishing yourself as a leading contributor to your industry through your group (by answering questions, posting industry relevant material), you build credibility, which helps drive potential clients/customers your way. This is why a specialty category is important; recognizing that not everyone using LinkedIn is going to use your service/product is a great way to begin thinking about investing quality time into those who will.

Participate, Engage and Closely Monitor Your Group

Participation and engagement are imperative to making a successful LinkedIn group, you must pull your weight. When people post articles or information regarding your niche, comment or ‘like’ the post. This shows individuals in your group that  engagement with individuals is important; again, helping establish credibility. When someone new joins the group, greet them. LinkedIn has an option to send a specialized message after someone joins, use it.

commercial photography: Ant carrying leaf.It is also well known that people use LinkedIn to promote themselves and their qualities. Granted, people didn’t join your group to be inundated with spam and job postings, but helping people in your niche find jobs is always a plus. According to Jessica Faye Carter owner of Nette Media, creating a subgroup that allows individuals and companies to post job opportunities and resumes is a great way to mediate the situation and everyone is happy; people can look for jobs and those not looking do not have to be flooded with those posts.

It is also important to monitor what is posted in your community. A well moderated group typically outlasts those that aren’t. If an individual is contributing too much self-promoting posts, tell them. Do not be afraid to set strict guidelines for posting; LinkedIn also has group settings that allow for all posts to be approved, yet another great feature of this platform. Also, good moderating of your group typically means no 'auto-posting' by you. While, auto-posting seems to be a growing area, Susan Tatum, from the Conversion Company, explains that it isn't always beneficial. Different social media platforms are approached differently and auto-posting often doesn't take that into account; this can harm group engagement and even hinder sucess of the group. 

Promoting, not just LinkedIn, but your group too

We see the blue LinkedIn icon everywhere. Websites, trade shows, commercials, etc. But it isn't often we see specific companies/people promoting their specific LinkedIn group. This is a great way to get people to check out your group, especially if you are promoting to the same audience you want to join your group, like at a trade show event. Taking your LinkedIn icon to the next level and incorporating your group can really help generate group members.

No Selling!!

Another important rule to follow regarding your group, DON’T push sales. Individuals who join your group are doing so because of the information that you provide through answering questions, engaging, and sharing interesting industry news, not because they want to buy more of what you have to offer. If they want to purchase from you, they will do so via a phone call or email, not through your group. Many groups do not recognize this down fall. Yes, sharing a blog post you or your company has written is ok, after all, that is information you are giving away, but to try to sell group members something will get you absolutely nowhere and no sales and group membership will drop off quickly. Remember, this platform is used as a tool for nurturing relationships with people, actual humans, they aren’t credit card machines looking for a purchase. This will also devalue your credibility, which is exactly what you do not want. Remember to use this as a way to build relationships with other people, not get into their wallets. 

With these tips success will follow. Moderating a group is no easy task and one that takes due diligence and time, building a relationship never is. But when done properly, the benefits outweigh the costs every time. 

If you enjoyed this blog post, be sure to check out: FAQ's What are the Best IndustrialMarketing Social Media Sites   


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Show LinkedIn Friends Respect If You Want to Maximize Your Industrial Marketing

Mon, Jan 20, 2014 @ 10:03 AM / by Chuck Lohre posted in Industrial Marketing, Marketing, Social Media, Internet Marketing, Industrial Social Media Marketing, LinkedIn, Business to Business Marketing, Social Media Marketing and Advertising


Hubspot's social-sharing toolbar has made it so easy to share interesting (often irrelevant) stuff with LinkedIn groups that it's tempting to dis your friends while "marketing."

Can you really have too many friends or groups of friends? We think so as does LinkedIn. It's a good thing there'a limit to the number of industrial marketing LinkedIn groups a person can join. It forces us to review groups and decide the best mix when we're ready to message them. We're part of the minute industrial marketing industry. Many of our clients have 25 core customers carved out of a universe numbering around 150. That sort of elite marketer is not in the business of using LinkedIn as part of its go-to-market strategy. Others have uber-competitive markets so secretive you don't dare share anything about that industry. Yet many others find LinkedIn is just right for keeping in touch with industry peers and (just maybe) a potential customer may contact them.

For us, we want to follow large chemical process equipment marketing to the chemical and food engineering markets. There aren't many groups in that category. Another is larger-than-a-car-machining operations. Not many there either. Probably the best groups for us are building-materials networks and sustainable-products -- those are quite large markets.

Which brings us to oversharing, or more importantly wrong-sharing. A recent LinkedIn post I received was from the Technology Marketing group: "The lack of Comments from Members on the posts being allowed into the Discussion area should speak volumes to Moderators." This is the biggest problem with nonspecific posts on groups. Right, they aren't part of the conversation. They're trying to start another one and, frankly, no one is listening. Oversharing or straying off topic is so rampant (and I have been guilty) that I want to be part of the solution.

And so I'd like to present a few of my LinkedIn role models and kindred spirits, who are elevating the LinkedIn dialogue. I made friends with these folks over the years -- they post relevant content and always respond to my LinkedIn musings. In other words, they respect the LinkedIn bond we have established for mutual benefit and a greater good.

Isaiah Adams Industrial MarketingIsaiah Adams, "I love working with creative minds and solving problems. Marketing and Brand Strategy are my passions." Isaiah always has some great insights. And he's started a one minute marketing video series.
 Leslie Fultz Industrial MarketingLeslie Fultz, "The successes at Cincinnati Maintenance would not be possible without a strategic plan to showcase our business on the internet." Leslie is a leader in everything he does. He was video when video wasn't cool.
 Tom DeFratte Industrial MarketingTom DelFratte, "Created and implemented a professional social media campaign for Winkle Electric Company." I met Tom at a GlobalSpec online marketing expo and conference. All of us marketers hung out in the chat room. Tom knows that it takes time and effort to gather a qualified Twitter following and he's done it for Winkle.
 Jeremy Begley Industrial MarketingJeremy Begley, "My objective is to forge a career in the home performance/green-durability building sector." From a renewable energy student at my Cincinnati State class to building and selling a home performance company and its top internet marketing brand, Jeremy is a true internet marketer.
 Gary Gilbert Industrial MarketingGary Gilbert, "Started at the ground level with HGC Construction soon after school and continued to learn and advance to my current position as a VP for the company." HGC is a great company. The secret to their success is, "Everyone sells the company."
 Jim Lucy industrial MarketingJim Lucy, Chief Editor at Penton. Thanks for the recent post of a video revealing that you can by any type of light bulb at Amazon. I just went there and purchased $50 worth! Trying to solve my 40 watt intermediate base to LED conversion problem.

So the takeaway and the challenge is to post only relevant material to blogs. Solemnly vow here and now -- New Year's style -- to observe and respect this simple rule. (There's karma in the blogosphere too, ya know.)

A good place to start is to write a blog post in response to another's post. Look for our reply to K4 Architecture's post tomorrow.

If you liked this post, you may also like, "Why Blogging is the #1 Marketing Communication for Sales Leads."

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