Profitecture Blog

Yes, you can, too, publish on LinkedIn

In 2014 LinkedIn opened its formerly exclusive publishing platform to everyone.  On your homepage you might have noticed the button “Publish a post”.  This creates an exciting new opportunity to broaden the audience for your content, with very little downside. Content posted on LinkedIn is automatically shared with your connections and visible to everyone.  LinkedIn’s built-in sharing features also make it easy for others to recommend your stuff to their networks on LinkedIn and elsewhere. If you already contribute to a blog on a regular basis, consider cross-posting the content to LinkedIn.  Vary headlines to measure impact,…

Use Your Social Presence to Embrace Unhappy Customers

by Paul Gillin June 24, 2015 Social Media has armed businesses and teams with an efficient and effective tool for engaging with customers and spotting business opportunities, but at the same time it has also armed customers with a megaphone for voicing complaints. Online customer attacks take several forms and are driven by different motivations. Compensation is actually rarely the main issue (although for a few attackers it is the only issue). The vast majority of incidents are driven by the victim’s perception that a wrong has been done, the wrongdoer doesn’t care about its constituents and the victim speaks for an aggrieved group t…

Sellers, Are You Social-Savvy or Social-Slouchy

by Victoria Bianchini,      June 2, 2015 Social selling is time well spent. I could stop right there and congratulate myself on the shortest blog post in the history of the blogosphere, but let me elaborate. A recent study conducted by Kitedesk took a look at social selling in the B2B realm and every data point shores up the benefits of being socially-savvy and the positive effects it has on the bottom line.  (more…)…
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Social Selling for B2B, Webinar Summary

Social media has transformed the B2B buying process, giving customers unprecedented amounts of information and advice from their peers. Selling is increasingly about listening for opportunities, engaging early in the sales cycle and building trust. Last month, Paul Gillin led our Social Media Boot Camp Alumni through a session to help them navigate this new landscape by sharing some of the basics of Social Selling.  The session covered: + The changing customer buying process and its impact on sales cycles + Why trust is the new currency of B2B markets + How to use LinkedIn to identify opportunities, research prospects a…
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Instagram for Business to Business

By Catherine Cameron-Heldt, first appeared December 2014 You’ve heard the phrase ‘a picture is worth a thousand words’.  Now-a-days, a picture is worth a thousand clicks, or at least we hope so! Instagram is a tool, an app really, that allows B2B an additional resource to capture the user’s attention as well as build an additional social network. Let’s break it down into three areas. Photo Sharing: All you need is your phone (Droid or IOS) and the app to take pictures and add filters and frames -- if you would like.  These pictures can then be easily posted directly to your company or personal Instagram account from your p…
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5 Common Myths About Word-of-Mouth Marketing

Marketers love the idea of word-of-mouth marketing (WOM ). It’s authentic, trustworthy and often (although not always) inexpensive. The Internet has given new energy to the potential of WOM , but there’s actually nothing new about it. In the days before advertising in mass media, WOM was the only type of marketing. We’re all familiar with some of the most famous examples of WOM , including Dove’s Real Beauty Sketches and the Cadbury Gorilla. These programs used Internet video to great effect, but there’s no requirement that great WOM demands a Web browser. Here are five common misperceptions about word-of-mouth. WOM is cheap Wo…

Word of Mouth Marketing On Social Media

In the age of social media, getting people to talk to each other about your services or products is an essential part of any marketing program. The best thing that can happen to you is that your content goes “viral.” But how do you get people to spread the word about your business without asking them? Word of Mouth Marketing (WOM) Defined WOM marketing is an unpaid form of promotion by satisfied customers. This means that customers find your information or product remarkable enough to promote it for free across their own social media networks. Because they tell their friends, the message is more credible. And you don’t have to pay th…

Creating Content that Connects

Recently, Social Media expert Paul Gillin gave a free webinar on content marketing, and how to create content that connects to target audiences. Below are questions asked at the end of the presentation. Question One: I’m getting the marketing department off the ground at my small company.There is limited time, but there is  desire to create numerous material for each of our solution areas . Is it better to create some content for all areas or focus on one area until there is a good amount of content in place and then move on? Paul Gillin: It depends on the size of the audience you need to reach and your short term business objective. I…

Three Secrets of Creating Content that Connects with Customers

by Paul Gillin,   May 4, 2015 Among the top complaints of content marketing professionals in nearly all the research I’ve seen is that they have trouble coming up with ideas for good content. But creating good content isn’t a big problem if you know three basic secrets. In my May 6, 2015 webcast I’ll go into greater detail on all of them. Here’s a preview of what I’ll discuss. Think like a Customer This isn’t as easy as it sounds. Traditional marketing has taught us how to tell our story, but not how others listen to it. We need to change that equation because customers are talking to themselves a whole lot more than th…

Create Content Your Customers Care About

By Victoria Bianchini, April 28 2015 When you sit down to write a sales letter, blog post or even a tweet, do you ask yourself "who cares?" Not as in "who gives a darn," but who am I writing for and what do they care about? Considering your audience and what interests and motivates them is a good place to begin. Start by making a list of keywords your customers might use to search for information and reviews about products or solutions your company offers. Try a research tool like Ubersuggest to get a sense of what people are searching for related to your keywords. Now use those keywords and phrases to listen in on the conversations,…

Looking for Blogging Inspiration?

by Denise Bahs, April 21 2015 Brilliant ideas don’t just pop into our heads, well, not mine anyway. In order to be consistent with blogging,  I have to search for inspiration and one of the keys to finding good blogging fuel is to have a go-to list of places to hunt. Here’s my go-to list which fills my cup of inspiration: Bookmarking sites You have to be careful  because once you start hunting around, you can go straight down the rabbit hole and emerge several hours later! However, they are a great way to find great information usually vetted by the community as a whole. Here are a few popular sites: StumbledUpon, Tumblr, Diig…

Getting Started with Twitshot

Increasing engagement through your Twitter account is always a plus. And there is no better way to help get your tweets noticed than by adding a photo. Today we are going to talk about an easy way to attach a photo to your tweets using a very simple application called TwitShot. What is TwitShot? This is an online and mobile application that connects to your Twitter account that allows you to attach a photo easily to your tweet. The app takes photos from the article you’re posting, or from a direct URL for an image. There is also an option for uploading photos from your own computer to attach to the Tweet. Why Should I Use TwitShot? Pla…

Meerkat for Business-to-Business

Hundreds of new applications are released on a daily basis, which makes it hard to keep up with them all, but for our students at Profitecture we want to highlight one app in particular that has the potential to add gasoline to your social media fire and let you engage on an entirely new level. And that application is called MeerKat. What is MeerKat? Meerkat is a mobile application that lets you stream videos on Twitter in real time. That means you can capture and present videos in real time versus taking a video and uploading it from your device. The only downside is that it’s not recorded and cannot be viewed again later. However,any…
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How to Get started with Periscope

The concept of live streaming is now mainstream with the new advancement of smartphones. What was once impractical due to power and internet bandwidth is now available for every person who can buy an iphone. Twitter has helped to foster the ground for this new advancement and widespread use. They are leading the charge for this new way of sharing by investing in an application called Periscope. Periscope Defined Periscope allows you to broadcast a live video from your phone through your Twitter account. Your followers can join in and watch your broadcast, interact with you through messaging,  and like your post by adding ‘hearts’. You …
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How to get started with Meerkat

No doubt you have been reading all the buzz surrounding live streaming through Twitter. You’ve probably come across a few posts where you can watch someone’s feed live. Amazing isn’t it? Interested in using it for your own business? Let us help you get started. Meerkat Meerkat is an IOS application that you can download to your Iphone to stream live video through your Twitter account. The application is not available for windows or anything other than IOS. You have to have a twitter account and be able to use your camera on your phone. This is different than shooting a regular video, as this live stream can go away and not be availabl…

Twitter for B2B Listening

If you’ve signed up for our Social Media Boot Camp and dug your heels in against Twitter, don’t worry. You’re not the first, and, I suspect, you won’t be the last. But you should know that does not deter our coaches from introducing you to one of the most powerful social media platforms for B2B sellers, executives and marketers who want to keep their finger on the pulse of their industry. Any industry. Technology. Healthcare. Real estate. Retail. Finance. You name it, it’s all represented. And represented well. Twitter is a powerful tool for networking, listening, learning, and engaging.  Sure, some people (too many, in my opini…

Considerations for Creating a LinkedIn Group

By Victoria Bianchini March 27th, 2015 At Profitecutre, we teach that participating in LinkedIn Groups is a great way to increase traffic to your profile, create more connections and establish social authority. To get started, we suggest you participate in discussions in Groups that already exist before starting  a new Group. Chances are there are a number of active Groups for your topic with a built-in audience and a high degree of activity. However, if you are considering starting a new Group for your company or a niche topic you believe is not presently being served, here are some things to ponder. What’s Your Objective? Think abou…
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Attending Social Media Marketing World – through the Eyes of Others

By Paul Gillin March 23, 2015 I sure would like to be at Social Media Marketing World in San Diego March 25-27, 2015 (who in the northern part of the country wouldn’t right now?), but client engagements always come first in a startup. So my colleagues and I are going to further our own social media education by participating virtually. In lieu of soaking in the Southern California sun, our executives and coaches have dedicated themselves to following the event this week through the eyes and ears of real attendees. We’ve set up Google Alerts to catch blog posts. We’ll monitor the #SMMW15 hashtag on Twitter, scope out the Facebook pa…
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Introduction to Meerkat and Periscope

Welcome to the next chapter of sharing in social media: Live Streaming via Twitter. You now have the ability to watch a video taking place in real time, just as if you were standing there with them. Both Meerkat and Periscope hit the social media scene by storm in for the first quarter of 2015. While media and tech legends were among the first to test-drive these new apps, bands, comedians and athletes soon followed. We’re now seeing executives getting on board with “behind-the-scenes” tours, to help humanize their brand and boost social authority. What’s the big deal? Before Meerkat and Periscope, the only ways to share video v…
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Meerkat Vs. Periscope – My Experience

Since live streaming videos has taken its stride, two main applications are battling for this new space on Twitter: Periscope and Meerkat. There have been a lot of blogs and articles on both applications and which one is better. So, I decided to test out both of them to see for myself. Broadcast Topic I decided to broadcast my evening boxing workout to the world. I figured I could help promote the UFC gym I belong to and also provide some type of entertainment for the viewers that joined. I chose this specifically after taking a look at what people were broadcasting. Meerkat The application doesn’t allow for a lot of options for broadca…