In Comes Linked In
When shopping your business for competitive places to advertise and gather historical data, there is one highly unique marketing channel named LinkedIn which accommodates two very distinct marketing strategies.
To examine these strategies, you should asses the two most dominant areas of LinkedIn for marketers:
– LinkedIn Groups and
– LinkedIn Answers.
The strategy for marketing in LinkedIn Groups and Answers depends on the activity levels and the levels of competition.
Groups that are situated in LinkedIn are all about targeting many different industry standard keywords rather than your particular brand for many different reasons. When performing an online marketing opportunity analysis, as usual, high levels of activity are a good sign.
However, if levels of competition are also high, you may need to look for more fertile ground further down the keyword list. By creating a group for a term that describes your industry, you will be attracting a broader group of people than you would if you just used your brand name.
An issue with this is that if competition is significant for your keyword, they have probably already created one or more groups dedicated to this keyword.
If the competition is too high for a keyword of interest to your business, you can employ two strategies: First, you can look for a less competitive keyword that is still relevant to your business. Second, you can focus on engagement.
On LinkedIn, the first mover advantage is critical, and it will be difficult for you to gain mindshare with a group if several vibrant groups already exist for the topic, so research is paramount.
Keeping a Straight Facebook
In terms of Facebook marketing and dramatics, it is less about the sense of advertising visibility and more about the difficulty of winning over customers. If competition is high, you should still be able to reach a large number of customers, but you may need to work especially hard to stand out from the crowd.
If competition is low, simply being present on Facebook may be enough to start engaging potential customers. In layman’s terms relevant to Facebook, the notion of competition is most useful when considered in a more traditional business context.
The presumptive competitive nature of Facebook is similar to the notion of competition in Twitter. Users of Facebook don’t necessarily mind becoming fans of a large number of pages. Much like Twitter, it is not necessary to see every post by every friend or page.
Additionally, businesses typically create pages for their brands rather than around a particular keyword. In short, there is room for every company to have a home on Facebook and, in fact, many companies really need this home, in fact.
Having a natural affinity for the keyword topics people are searching for on Facebook that are relevant to your business will enable you to craft messages that resonate with the fans you will hopefully develop over time; just know there is also an opportunity for B2B players as well.
Ultimately, with millions of users worldwide, Facebook likely has an audience for your product if your product has an audience at all. The task is finding the keywords that people are using to describe your product or service.
While many have traditionally seen Facebook as more relevant to B2C businesses, the first step toward building a marketing strategy for Facebook requires an analysis of the absolute activity levels.
If the numbers are low, you should either target broader keywords or develop a family of keywords with lower activity numbers that can drive enough traffic to still be relevant to your business.
Should anyone on Facebook talk about your key phrases? There is one great way to find out should you have the time and interest.
Image Credit: Inside View