The Journey: Episode 1

The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. // Watch The Journey: Episode 1 Episode 1 of The Journey reveals what many will see as an impossible goal pursued by Michael Stelzner, founder of Social Media Examiner. Mike is on a […]

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– Your Guide to the Social Media Jungle



How to Get Leads and Customers at Events

Wondering how taking part in live events can help your business? Interested in tips on networking and sponsorships for events? To explore how to connect with and develop leads by attending physical events, I interview Emily Crume and Demian Ross. More About This Show The Social Media Marketing podcast is an on-demand talk radio show […]

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– Your Guide to the Social Media Jungle


8 steps to LinkedIn Group marketing success

As of April 2017, LinkedIn had 500+ million members in 200 countries, with more than 106 million monthly active users.

Of course, the professional social network is a great place for businesses to share content, promote brands and find talent. However, it’s also effective for cultivating a valuable community, in the form of LinkedIn Groups.

LinkedIn Groups are a “place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.”

These private forums are hubs where LinkedIn users can share ideas, meet potential clients and connect with the biggest influencers in key verticals.

Whether building your own group or leveraging existing communities, read on and discover how to make LinkedIn groups a successful part of your marketing strategy.

Why it’s worth it

Connect to a thriving community

Groups are usually based around a common interest or theme. Active groups with multiple members are an existing community whose interests and needs may match your offering.

woman looking at computer screen
40% of LinkedIn members log in daily

No more hunting for your target clients – instead meet them in a community where they are more likely to connect with you.

Wider reach

This active community is a prime audience for the content you’re creating. Sharing valuable insights will increase your brand awareness and direct traffic to your content.

Thought leadership

Be sure to cater to your fellow group members’ needs. Answer their questions, offer encouragement, and add value to discussions. All will help convince people around you to endorse your brand and invest in you.

Lead generation

Let’s say you’ve already developed a relationship with your group members. Most happen to be in your target market. These count as engaged individuals, and should be primed for conversion. What’s more, they can direct you to leads outside of your group, through their wider connections.

How to succeed:

Leveraging existing groups

Step one: Find the right groups

There are thousands of groups at your disposal. It’s important to ensure you end up in the same ones as your potential clients. Set specific search terms that reflect your current goals and match your buyer personas.

Once you’ve narrowed down the subject, ensure that the group is active.

Review the dates of posts, making sure they’re recent, Assess the quality of conversation. You don’t want to be spending valuable time on badly run groups full of spammers.

When you’ve found a selection of groups, narrow them down. Focus on the ones which you feel offer the most potential for getting results.

Step two: Be human (not a company)

‘People do business with people’ may be an old adage but it’s still relevant in a social media world. Always post in groups as yourself, using your own tone of voice, to engage authentically with individuals.

Now you’re growing your reach and status on LinkedIn. Ensure your profile is up to date and properly filled in. You’re acting as the face of your brand; make sure you’re showing its best side.

Step three: Get engaged

Engaging with other LinkedIn group members is a vital part of your strategy.

Spend time interacting with members and the group’s content. Take time to like, comment and participate. Get to know the tone and rules of the group before you begin sharing your own content.

Step four: Offer value

Once you’ve taken the time to engage with others, it’s time to think about what, and how often, you post. Consider the value to your audience of the content you’re sharing. Don’t be that person who is obviously in a group purely to self-promote.

Your posts should contain plenty of information and demonstrate your expertise. Be careful to not come across as too promotional.

Be careful if you post the same content in multiple groups. It’s likely that you may be talking to some of the same people who are members across groups. Take time to craft and tailor each message, to increase long-term trust.

Growing your own LinkedIn group

Step one: Establish your group

When setting up a group, decide who your group is going to serve, and how you’re going to serve them. Make your group about your potential clients, and the problems you solve for them.

people sitting at desks
You can have up to 20,000 members in a group

For your group to stand out from the thousands of others, you need to meet a need. Figure out how to serve your target audience by answering the question ‘what makes us different?’.

Once you’ve defined a purpose it’s important to reflect that in your set up. Use relevant keywords in your title and description.

Step two: Build members

You don’t have to look far for your first round of members. The best pioneers for your group include co-workers, clients, peers and any relevant first-level connections.

The next step is to search for people that you believe are a good match for your group. Branch out to your second- and third-level connections, only inviting people who are relevant. Accepting anyone and everyone will leave you with unengaged members.

This is where you can also make use of the profile you’ve built up in other LinkedIn groups. If people in other groups are relevant to topics you cover, invite them to join. Send personalised invitations that highlight the benefits of being part of the group

Step three: The right content experience

Take the time to welcome and individually engage with new additions to the group. A group full of active, insightful discussions will prove appealing to potential members.

You can’t rely on your group members to keep the conversation going. Post regularly (multiple times per week) and start discussion topics.

The same rule applies to your own group as it does for others.

Carefully consider the value each post and don’t spam your members. Yes, your group is a great place to share your content. However, the primary goal should be to get your members discussing and engaging with each other, as well as your brand.

Try to keep in mind an 80/20 rule when posting promotional content. That means 80% of pieces should be informational; 20% promotional.

Step four: Keep it active

If you’ve followed the above steps you will be the proud owner of a healthy and active LinkedIn Group.

Of course, the work doesn’t stop there.

Refer back to Step three, and encourage discussion with new members. Make sure you moderate content in your group, purging it of spam and irrelevant conversations.

Chief Nation tip: Stop this happening by setting up some group rules. Make them clear, easily found (either within the group or via onboarding emails), and show members you take action when necessary.

Don’t just reach your members on LinkedIn. Set up weekly emails that inform your members of the latest and most interesting activity. You can also promote your group on other social networks and encourage your happy members to do the same.

When your group starts to grow faster, consider creating subgroups that hone in on popular topic areas or demographics. If you have members who are advocates of your group, you could invite them to an exclusive subgroup, reserved for high-level discussion topics.

Want some help building your community across LinkedIn and other channels? Get in touch with us and let’s see how we can help.

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How Bloggers Monetize: New Research

Wondering how bloggers make money? Interested in how successful bloggers diversify their revenue streams? In this article, you’ll discover insights from new research that reveal how bloggers generate revenue. #1: Bloggers Favor Product Sales Over Advertising Social Media Examiner’s Creator Monetization Report 2017: How Bloggers, Video Creators, and Podcasters Make Money, a survey of more […]

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– Your Guide to the Social Media Jungle


How to Use Polls in Instagram Stories

Looking for ways to encourage your audience to interact with you on Instagram? Want to get more feedback from your audience in a direct way? In this article, you’ll discover how to create a poll in Instagram Stories and how to monitor the results. How to Create a Poll The polling feature is only available […]

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– Your Guide to the Social Media Jungle


How to Use Facebook Cover Videos: Inspiration for Marketers

Interested in setting up a Facebook cover video on your business page? Wondering how others are using cover videos on Facebook? In this article, you’ll find best practices and ideas for using Facebook cover videos on your Facebook page. Familiarize Yourself With Facebook Cover Video Specs According to a recent survey, 60% of consumers watch […]

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– Your Guide to the Social Media Jungle


Two-Person Instagram Live Video: What Marketers Need to Know

Want to go live with a guest on Instagram? Wondering how to use two-person live videos on Instagram? In this article, you’ll discover how to bring a guest into your live video on Instagram, and how to use this feature to bolster your brand. How to Host an Instagram Live Video With a Guest This […]

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– Your Guide to the Social Media Jungle


Instagram Polls, YouTube Video Card Changes, and New Google Tech

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Instagram polls with Jeff Sieh, YouTube video card changes with Steve Dotto, new Google tech, […]

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– Your Guide to the Social Media Jungle


Creating Short, Snackable Videos for Instagram and Beyond

Wondering how to film and edit compelling 60-second videos? Want your videos to boost social media engagement? To explore how to create short videos for Instagram and Facebook, I interview Lindsay Ostrom. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help […]

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– Your Guide to the Social Media Jungle


YouTube Advertising: New Research and Insights for Marketers

Do you advertise with video? Wondering whether YouTube ads are worth your time and money? In this article, you’ll find new research that reveals how consumers respond to ads on YouTube and insights about how marketers plan to adjust their YouTube ad spend. #1: Viewers Accept Ads on YouTube More Readily Than on Facebook Not […]

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– Your Guide to the Social Media Jungle