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There’s plenty of informal marketing channels out there such as email, Facebook, Twitter, and SnapChat. But these platforms are tailored more for our personal digital profile.
Additionally, these channels enable you to widen your reach through their direct sponsored messaging options.
Yet, LinkedIn’s unique capabilities extend beyond the shared characteristics of various social network outlets.
The following are intended to help you think more strategically about LinkedIn’s role in your overall media mix.1. The Only True Professional Social Platform
Users on LinkedIn actively engage with content that aligns with their career interests and professional profile.
The platform is a playground, if you will, for people looking to:
Advance their careers.
Connect with peers.
Follow industry news.
Promote their skills and knowledge.
While LinkedIn is home to 600+ million users, other social networks boast an even larger user base, most notably Facebook with over 2 billion people engaged on its platform.
And because you’re interacting with them in a professional setting, they’re also more receptive to your marketing message.2. Targeting By Professional Profile
LinkedIn enables you to target by:
Company size & name.
Your marketing assets can run in the:
InMail (delivered right to a user’s profile).
This gives you the variety you need to test multiple creative formats.
Targeting algorithms vary across different social media platforms.
Each platform aims to create a statistical profile based on several variables in order to deliver personalized information to an audience.
LinkedIn takes targeting a step further.
LinkedIn profiles are rarely static. Members continually edit and update their academic and professional backgrounds, professional certificates, and any other significant achievements.
Experience (e.g. job function, seniority, title).
Company (e.g. company name, industry, size, followers).
Education (e.g. degrees, fields of study).
Other relevant interests and demographics.
Is your ideal customer graduated from CalTech, has worked for Apple in the past 5 years, and lives in Cupertino, California? LinkedIn will direct your ad only to users who meet these exact criteria.
Through LinkedIn’s Sponsored InMail feature, your target user would receive a personalized message only when he or she is actively using the platform – whether they follow your company or not.
Other social networks only allow you to distribute direct private messages to individuals after they’ve opted in. For instance:
Entering an email address.
Forfeiting additional contact information.3. Better Conversion Rates
In today’s ad-saturated world, competitive conversion rates do not happen by accident.
LinkedIn can accurately deliver your message to the right prospects and therefore generate a higher visitor-to-lead conversion rate.
On LinkedIn.4. Higher Advertising Costs, But Bigger ROI Potential
Any changes you make to your campaign’s Budget & Schedule will immediately show in the LinkedIn Advertising Platform.
The name of the game is ROI: a costly investment that generates a greater return is preferable to a smaller investment that doesn’t deliver.
By comparison, other social network channels allow you to invest as little as $1 per day in a campaign.
But the big caveat is that you might get what you pay for.
In other words, your campaigns might not connect with your target audience and fail to achieve their conversion goals.5. Matched Audience Targeting
Shortly after its official launch, LinkedIn’s Matched Audiences program has become the secret lead-generating weapon for today’s digital marketer.
Much like other popular social media networks, LinkedIn’s Matched Audiences enables you to:
Retarget your website visitors for further engagement.
Build customized audiences and run account-based marketing campaigns by uploading CSV lists of contacts, email addresses, or company names.
Based on your website visitors, target accounts, and contact lists, you can also identify your lookalike audiences. Consequently, you can market to new customers who have similar characteristics to your existing ones.
To this day, no other social network rivals LinkedIn’s business proposition.
The great majority of users promote their most authentic, professional, and up-to-date digital profile on LinkedIn.
Often, it takes several ad impressions to convince users to convert.
When a potential lead comes across the ad you’re currently displaying on LinkedIn (be it on their fifth, sixth, or even seventh impression), your business is by default perceived as being legitimate, professional, and trustworthy.
In fact, your mere presence on LinkedIn will help you reach that status.
But for businesses looking for a platform that enables superior targeting of their ideal customer, LinkedIn is a digital marketing powerhouse – the kind any business needs to rely on in order to drive growth.Not All Social Advertising Platforms Are Created Equal
Keep pace with the latest trends.
Get your message in front of the right people.
Explore new pathways to business success.
All screenshots taken by author, July 2023
You're reading 5 Ways Linkedin Advertising Is Different From Other Social Platforms
As a primarily organic marketer, working for an ad tech brand has been one of the most amazing phases of my career.
Between our customers, my colleagues, and the paid search community that’s welcomed me with open arms, I’ve been more involved with PPC during these last two years than the rest of my career put together.
Like any smart marketer, I’ve been listening attentively and taking notes.
Between that and managing campaigns of my own, I’ve accumulated a relative wealth of PPC knowledge.
These are the five most important lessons from my time leading marketing for a bootstrapped PPC ad tech brand.1. Treat Your Ad Budget Like Your Investment Budget
But, just because each platform’s campaigns are fenced in doesn’t make it a good idea to rely totally or excessively on a single ad platform:
Outside influences like market economics and regulatory changes can do anything from drive up costs to render a whole platform moot.
Between platform-side automation and increasingly demanding online audiences, it’s important to diversify your PPC mix if you haven’t already.2. Don’t Bite Off More Than You Can Chew
In the quest to spread your budget across multiple channels, don’t rush to the other extreme of investing in too many different ones.
Not only will you end up with campaigns that don’t have enough money behind them, but you may run the risk of pushing your team too hard.
Since I joined Optmyzr as the first marketing hire, we’ve grown our team at a rate that’s healthy for our revenue run rate.
No one on the team is expected to put in 60-hour weeks, own 10 different channels, or otherwise push themselves beyond their physical and mental limits.
You’ll compromise your testing and campaign efforts, with the additional cost of other needs in marketing being neglected.
In-house teams should begin by testing everything, then switch to a 1-2-1 approach:
1 primary platform that gives you the best results and demands the bulk of your budget (e.g. Google Ads across multiple inventory types).
2 secondary platforms for niche audiences or objectives (e.g. YouTube to grow your video audience and Twitter to grow your mailing list).
Then, as you grow your team, pad out each tier from the top down.3. Brand Matters, Even In PPC
I know a lot of PPC specialists feel otherwise, but I’ve always been a fan of branded search terms for a few reasons:
Already some level of intent towards your product.
Claim space that your competitors now can’t.
Room to test out different offers and messages.
Branded search traffic is cheap, easy to win, and lets you capitalize on a range of business opportunities.
I’ve used branded terms to leverage traffic surges after high-publicity events, tailor offers to specific queries (like ones including “reviews” or “pricing”), and lower customer acquisition cost by shortening the time between discovery and conversion.4. Focus On Offer, Targeting, And Creative In That Order
But the more I’ve worked as a strategist, the more I’ve come to realize that the offer takes priority.
Offers include aspects of both messaging and positioning, and most often manifest as copywriting – be it a headline, dialogue, or voiceover.
This is what allows you to occupy a specific place in your ideal customers’ minds, and play to your unique strengths rather than your competitors’ weaknesses.
Customers get defensive the moment they feel like they’re being sold to, so pattern interrupts can be positively disarming.
I’ve seen unconventional ad formats like customer testimonial videos win battles that perfectly “on-brand” stills couldn’t.
Without a solid offer and accurate targeting, even the most gorgeous creatives will struggle to convert.
In my experience, getting these three things right is easier said than done, but essential to PPC success.
Great offers can still succeed with average creatives, complicated account structures, and less-than-perfect targeting.5. There’s More To Advertising Than Google And Meta
Google’s inventory spans search, email, YouTube, and more of the internet’s most visited properties; Meta’s network includes some of the world’s most popular apps on Facebook and Instagram.
Amazon is a marketplace you can’t just ignore if you retail a physical product.
TikTok and Snapchat are great ways to reach younger audiences.
Spotify lets you play with audio in a way few other digital channels allow.The Single Most Valuable Trait In PPC And Marketing
Nearly every best practice – many of them focused on meeting targets and nothing else – has given way to ones more focused on automation, user experience, and accessibility.
If you told 2012 me that gating a blog would one day be frowned upon, he would have laughed.
With how quickly our industry changes, adaptability is the single most important trait to cultivate.
Being bonded to a single ad platform, format, technique, strategy, or mindset can stagnate your progression as a marketer without you even realizing it.
Then one day, you realize everything around you has changed and everyone but you has turned the playing field in their favor.
Featured Image: NFstock/Shutterstock
Have you seen The Social Dilemma on Netflix?
If not, go ahead and watch it if you’re a fan of dystopian horror turned real.
If you have, you probably remember the challenge at the end, where you were asked to join the movement and delete your social media accounts.
The question is, did you do it?
Now, I’m not here to judge your choice.
But if you did delete your Facebook or Instagram, I bet you’re already missing the good stuff.
Because social media isn’t only about terrible things like your data being collected and used for profit.
It’s also about connections; real connections.
It’s also about networking.
Sign up for an alternative social media platform.
Here are six you will love.6 Alternatives to Your Favorite Social Media Platforms
Sure, you can live without social media (if you really, really want to).
But what about your brand?
How do you connect with followers who truly love your work?
Here are six amazing alternative social platforms you’ll enjoy.1. MeWe
One look at MeWe’s homepage and you’ll immediately think, “This is the opposite of the social media platforms I know.”
And it is!
MeWe prides itself on having an honorable business model that treats people as customers, not data. (We’re looking at you, Facebook!)
Here are five things you’ll love about it:
Your newsfeed is yours to control. It won’t be manipulated in any way to sell you anything.
You get a texting app just like Messenger.
You don’t need to worry about your personal data being sold to big businesses.
It’s as fun and uplifting as other social media platforms, but this time built on trust and love.2. Ello
However, it has since pivoted into a Pinterest-like platform for creators and fans interested in art, fashion, photography, and web culture.
Joining the platform is easy. Simply sign up with your name and email address, and you’re good to go.
When you join, you’re asked a series of questions that are used to customize your feed.
For instance, here’s a feed based on an interest in photography.
What you’ll love about Ello:
You can collaborate with, work with, or even hire other creators.
You don’t have to give your real name (a username will do).
There’s a ton of surprising, raw, unique creations from people all over the world.3. BitChute
BitChute’s promise is to “put creators first and provide them with a service that they can use to flourish and express their ideas freely.”
Put simply, it’s a video-based social media platform just like YouTube…
…but without the filters.
You can say anything on BitChute without getting banned.
Since its creation in 2023, BitChute has seen its share of criticism.
But ignoring these, you can easily find a ton of interesting content on the platform.
There’s news, current events, and a host of topics such as animation, business, education, gardening, health, and more.
Here is BitChute’s invitation to join its growing social platform.4. Minds
The question is, do you earn anything from what you post?
If you dislike this idea, you’ll love Minds.
Created as an anti-Facebook social platform, Minds is all about helping content creators flourish.
Here’s how it works:
Each time you post, interact with another post, or simply spend time on Minds, you receive a token.
You can use your tokens to upgrade your account or boost your reach.
You can also cash in on your tokens in USD or Bitcoin.
With Minds, you get all the perks of a thriving social media account…
…but this time you get a share of the revenue through simply sharing your time and talent.5. EyeEm
EyeEm is a royalty-free photography site that’s also a social media platform.
If you’re a photographer looking to get exposure and market your services, it’s a great place to be.
But EyeEm isn’t only for professional photographers.
It’s also a platform where you can create events with friends, network with content creators, and gain exposure for your brand.6. Nextdoor
One thing we love about social networking is that it allows us to connect with people from anywhere in the world.
But to be honest, it can get exhausting.
With almost eight billion people on the planet, there’s just so much going on with Facebook, Instagram, and Twitter.
This is where Nextdoor comes in.
Nextdoor is a social media platform where you can get to know your neighbors.
You’ll get to connect with users who live just around the block whether they’re private users, local businesses, nonprofits, or public agencies.
If you’re a business owner, joining Nextdoor is a great way to bring foot traffic to your store.
As soon as you sign up and verify your address, you’ll instantly be connected to people in your neighborhood.
All you need to do is check out their profiles and talk to them on chat!3 Examples of Influencers Who Have Made it on Alternative Social Media Platforms
I can guess what you’re thinking.
You’re shaking your head right now.
“Those alternative social media platforms are all good,” you say. “But I need to be on Facebook and Instagram to get any followers. There’s no way I can grow a huge following on smaller networks like those.”
If you’re worried about this, you can stop right now.
Because you can become a well-known figure and grow a huge following on these networks.
Check out three examples of people who did it.1. Cocoa Rae
Cocoa Rae is a visual artist and photographer.
Her fantastic art could get her famous on Pinterest, Instagram, or any other large social platform.
But she chose Ello, and she’s huge on the network.
Just check out her profile, which has 1.1 million views.2. KiBLS
KiBLS is a multimedia artist and poet from Germany.
To date, KiBLS has 8,000+ followers and hearty engagement on their posts.3. Sinan Saglam
Think you can’t make money on an alternative social media network?
I’m talking about getting exposure for your brand or the work you do.
That’s exactly what Sinan Saglam, a Berlin-based photographer, did.
Check out the blog post he wrote on how he did it.
And here’s an example of one of his superb photos.Bonus: Five Celebrities Who Use Alternative Social Media Platforms
Sure, you can find Taylor Swift and Kendall Jenner on Facebook and Twitter.
But here’s a list of five famous people who actually use alternative social media platforms (you’ll be surprised when you hear their names):
Ellen Degeneres (on Nextdoor).
Prince Harry and Meghan Markle (on Nextdoor).
Portia de Rossi (on Nextdoor).
Miley Cyrus (on Ello).
Stephen Fry (on Ello).What to Do If You’re Tired of the “BIG” Social Media Platforms
I know and you know, social media is an essential part of a ton of people’s lives.
Which means it’s one of the best places to gain exposure and market your brand.
But the truth is, it can be exhausting.
You want to quit social media, but that means letting go of a huge opportunity to market your brand or network with other people in your field.
Hop on one of the smaller but growing alternative social media platforms I’ve mentioned.
Find people you know (you’ll be surprised to know how many people actually use these platforms).
Talk about what you do, sell your photos, make real connections.
You’ll be surprised to find out how much you can grow your brand, even without being on Facebook or Twitter.
All screenshots taken by author, January 2023.
1. Keep it professional
But making sure your profile is “professional” is about more than scrubbing NSFW content. If your networks are family-friendly but also family-only, you may want to keep them private rather than public. “Using non-professional social media in a professional setting can be tricky,” says Matt Brosseau, director of technology and recruiting at IT strategy and consulting company Instant Technology. “Twitter and Facebook are meant less for establishing yourself as a professional and more for facilitating conversation.”2. Engage with others
Having thousands of Twitter followers is one thing, having significant influence over them is another. Are you an interesting, engaging online persona, or are you just collecting followers? Employers can check this—sites like Twitter Audit and Klout reveal if your followers are real and whether you’re an engager or just a broadcaster. It’s better to have a small, involved following than it is to have an ego-boosting number on your page.
“Personally, I don’t check candidates’ Klout scores,” says Tracey Russell, a recruiter at sales and marketing recruiting firm Naviga Business Services. “But I will pay attention if someone is active and engaging on Twitter.” According to Russell, who frequently sources “passive” candidates (people who are not actively looking for jobs), engagement on social media shows you’re passionate, you understand technology and social media, and you’re able to work with and talk to other people.3. Show off your interests
There are hundreds of other candidates with your same level of education, work experience, and job-related skills. Demonstrating that you’re interested in a variety of things—not just being a punctual, detail-oriented team player—makes you stand out from the horde and helps employers make a deeper connection with you.
Career Sushi is designed to showcase personal interests to employers, but you can use Facebook, Twitter, and Instagram to do the same.
One social network, Career Sushi, is designed to bring your personal interests to the fore, but you can also showcase them with your existing Facebook, Twitter, and Instagram accounts. Unless your passion is partying, you shouldn’t hesitate to post status updates and photos that display what you love doing in your free time. “Instagram photos that show varied interests, such as cooking, attending sporting events, and traveling show that you’re well-rounded and that you can balance work and life,” says social media and marketing consultant Jessica Hall.4. Treat it like email
“I’m not sure what it is, but there seems to be something about social media that causes people to end every sentence with a smiley face or exclamation mark,” Hall says. “If I see someone that does this a lot, I run for the hills. They could be a highly intelligent person, but they elicit the image of a vapid sorority girl who says ‘like’ in between every other word. It’s hard not to imagine them sending professional emails in the exact same manner.”5. Brand yourself
The nice thing about social media is it only shows what you want it to show, so you can easily create a cultivated online image with a few well-placed status updates.
You can also leverage social media to ameliorate shortcomings you might have when it comes to first impressions. For example, if you look younger, using more refined speech in your status updates can convey experience and seriousness. Alternatively, if you’re older in an industry that values youth, you can use social media to show people you’re up-to-date with current trends and young at heart.
Investors have to be extremely careful before choosing crypto mix platforms in these volatile time
The use ofchúng tôi
Blender.io is a user-friendly and secure platform for new crypto investors. It is one of the best crypto mix platforms in the market, it enables users to handle operations even without possessing technical knowledge, besides, its user interface is quite easy to handle and interact upon. chúng tôi facilitates a service fee between 0.5% to 2.5%, where each user will be entitled to choose the amount that is to be paid for each transaction.UniJoin
Unijoin is a mixing service that leverages the CoinJoin technology to mix transactions with others in the pool. Currently, it only supports Bitcoin transactions, but further plans to integrate Ethereum, Litecoin, and Tether mixing services into its platforms. One of the primary features of the platform is its usability. The platform is quite easy to use for beginners, as well.ChipMixer
ChipMixer is one of the most trustworthy cryptocurrency mixers that gives users complete control of the mixing process and does not even change service fees! It also offers the capability to save mixing sessions and pick up where they might have left. ChipMixer also facilitates a variety of chip sizes ranging from 0.001 BTC up to 4.096 BTC tokens, enabling users to place bets using the provided chips.FoxMixer
FoxMixer is a popular and reliable Bitcoin tumbler service that provides a user-friendly interface and high-quality mixing services for complete anonymity. The platform also ensures no trace-backs by deleting all the transaction logs within 24 hours after completion of the transaction.Anonymix
Anonymix is another popular crypto mixer that offers tons of features and is quite beginner-friendly. The best part of Anonymix is that it comes with speed and security. It is a high-capacity mixer that holds crypto assets in both hot and cold storage. The mix can handle over 180 BTC tokens at one time. The platform can also increase the security of the mix by making deposits from multiple wallets.UltraMixer
Ultramixer is one of the top crypto mix platforms that offer a high degree of confidentiality by using a mix of Bitcoin addresses for transactions. The system provides a fast and reliable transaction and charges a very small amount of commission after the payment has been confirmed.MixTum
MixTum makes the process of crypto assets quite easy and convenient for clients. The system would need one confirmation of the transaction, after which new clean coins are sent to the specified wallet. Users can also control latency for processing their transactions. MixTum is basically an offshore service, and its sites are also located offshore.Bitcoin Laundry
Bitcoin Laundry is another popular Bitcoin mixer that offers competitive fees and a high degree of anonymity. It supports over 10 different payout addresses and gives the option of manually deleting logs permanently and instantly, before 7 days of completion of the transactions.Mixer. money
Mixer. money is a Bitcoin blender that splits the funds received from each user into smaller parts and mixes them with funds from other clients. The platform deploys two blending algorithms and deletes almost all data regarding transactions, within a period of 48 hours. Besides, the service does not require any user registration, enabling enhanced security and protection of personal information.Mixer Tumbler
The Kindle is the most popular e-reader currently on the market. As a result, most ebooks are available in the Kindle’s proprietary format accessible only to Kindle e-readers and Kindle apps. If you aren’t a Kindle fan, don’t worry. Different devices and different formats exist, giving you many alternative ways to read ebooks.
The epub format is the open ebook standard supported by most of the alternative e-readers. If an .epub file isn’t locked down, then it can be downloaded and used across any of these devices. Unfortunately, most ebooks purchased from the major online stores come locked down with Adobe DRM, meaning you are restricted to reading this book only on the device or account you used to buy it. Still, if you don’t want to invest in the Amazon ecosystem, the epub format is the best way to go.
Alternatives formats include PDFs and TXT files. The vast majority of ebooks sold in stores cannot be acquired in these formats, and they lack the easy formatting options that come with reading an epub on an e-reader or in an app.Pick a device
There are many e-readers to choose from, such as the NOOKs by Barnes & Noble, the Sony e-readers, and the Kobo e-readers.
The ability to read ebooks from the comfort of your browser is a new trend sweeping the e-reading landscape. While Google Books has had this functionality for years now, Amazon and Barnes & Noble have both jumped on board and allow online access to your personal libraries. This makes it easy for you to read wherever you are, even if you are stuck at work while your e-reader rests on your bedside nightstand.Choose a store
eBooks can be found all over the Internet. Feedbooks is a bookstore with a wide selection of free and public domain material alongside a decent selection of current bestsellers. Smashwords and Lulu provide independent authors with a place to self-publish and distribute their creations. Project Gutenberg provides a massive selection of public domain material in a plethora of formats, including TXT and HTML. New initiatives such as StoryBundle provide regular exposure to new or independent authors. Occasionally even the Humble Bundle team will put out an ebook-centered bundle.Conclusion
If you want to read ebooks without using a Kindle, there is no shortage of options. You only need to know where to find them. Most alternatives use the epub format, and this format is an open standard that you can feel comfortable knowing it will continue to be around for quite a while. The ebook market is a highly competitive market with Amazon, Barnes & Noble, Google, Apple, and Sony all competing heavily with one another. One benefit of reading ebooks as opposed to traditional books is the wealth of indie content available to choose from, whether its tucked away inside the stores of these major players or lurking within indie-centric initiatives such as Smashword and StoryBundle.
Bertel King, Jr.
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