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Jan Klin & Associates
Charnwood, Hollow Lane
Kingsley, Cheshire WA6 8EF

Tel +44 (0)1928 788 100
jan@janklin.com

The institute IDM Fellow

International SEO Part 3 – There’s more than just Google out there

This is the last post on international SEO and looks at the different search engines which may be relevant to us depending on where geographically we may want traffic from.

We can go a long way with Google of course with its worldwide dominant position – however there are certain places in the world where Google has small market share.

Even in the US Bing and Yahoo have a 30% market share between them – and 30% of 350 million people is a big number – see below…..

stat-counter

This is a really useful tool – http://gs.statcounter.com/ – just select search engine and the region you are interested in – as below – and the market share information will be revealed…

stat-conter-graph

So try using this with the regions you are interested in. The question then arises what do you do about it. Well you need of course to ensure you are visible to those search engines so you need to submit to them if you are not already there.

You are most probably already in the Yahoo and Bing indices since these work the same way as Google and follow links. Use the ‘site’ command to confirm – eg

bing-snapshot

There are many international engines though that wont know you exist unless you submit to them. The good new is they are all easy to submit to once you know about them – they all have either a ‘add url’ or a ‘add site’ tab on their homepages. See the example below – this is Arabo.com a top search engine/directory in Egypt…..

add-site

Incidentally this is from another tool which gives you top engines/directories in different parts of the world – http://www.searchenginecolossus.com

Another couple of engines which may be useful are www.baidu.com and www.yandex.com. These are the top engines in China and Russia respectively with very high market share.

Yandex have a very friendly term that speak English and are more than happy to help you set up a ‘pay per click‘ campaign with them!

Of course most of these search engines wont be of any value unless you have translated pages to feed them and that was the subject of our post last week – SEO Refinements and Translation Options

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International SEO – Refinements and Translation Options

In last weeks post we discussed using geotargeting to attract foreign language searchers to the relevant part of our website, I’d just like to add a refinement to that then discuss various translation options.

If we have multiple language versions of the same content we should use the

rel=”alternate” hreflang=”x” tag to indicate to Google that this is the case so it displays the right content to the right user. The other useful thing about this is that it avoids any duplicate content issues. So if, for example, you have an Australian and US version of your site and the main site is for GB English using this tag would eliminate any potential duplicate content issue.

There’s some very specific information at Google about how to set up these tags at this link:-

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=189077

International SEO-2

 

Setting up an appropriate sitemap is an alternative way of addressing this – if you read through the content at the link above you should find out which is the best option for you. (do them both if any doubt)

Translations

Whether you use the same site or different sites with country specific domains you are still left with the question of how much to translate. Here’s an example…

villaretreats

 

This customer of ours decided just to translate individual pages for the countries they were interested in. Above is the Russian landing page which serves for both SEO and Pay per Click driven traffic (Google Adwords and Yandex were used for PPC– the main Russian search engine being Yandex).

Of course we must remember to translate the metadata as well for SEO purposes…

metadata

 

We have other customers who have translated their whole site. Obviously this leads to a better overall user experience and enables you to capture more foreign language keywords (an average of 3 phrases per translated page) – but its not always necessary, at least initially.

We tend to use a specialist translations agency but some people are tempted to use auto translation services. Here’s an example from one of our customers…

mantracourt

 

This is the Norwegian version – clicking on any of the flags on the site does an automatic translation of that page in real time, courtesy of Google Translate.

The advantage of this is obvious from a translations cost point of view. The disadvantages are that the translations aren’t always totally accurate and of course you cant use these pages to capture search traffic (as typically they don’t end up in the Google index).

If you go this route I’d have at least one professionally translated landing page and give a ‘health warning’ that the auto translated pages are not totally accurate.

We have mentioned Google throughout this post but next week I’ll discuss other search engines – some of which are more dominant than Google in certain countries you may want search visibility in.

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International SEO

International SEO – Generating traffic from different countries and different languages

We’ve posted about this subject before but we still get lots of questions so here’s and update on international SEO issues.

The most straightforward situation is where country specific domains are bought and translated versions of your whole (or partial ) website are set up on them – eg, www.yoursite.de; www.yoursite.fr etc…

This is fine and the ideal way to go to get foreign language search traffic to you site but the problem is most small businesses don’t want the additional work and cost associated with several websites. This is particularly true if you take link building costs (aka as ‘content marketing’) into consideration to get good rankings which can be quite a task for multiple sites.

So a alternative is to have a .com domain but divided into several folders – www.yourdomain.com /francais ; www.youdomain.com /espana etc.

This geotargeting approach works quite well. There are a few things to do however to make sure its effective. There’s a great 5 minute video from Google below which goes into the detail of what to do here – essentially it’s a matter of telling Google – through webmaster tools – which folders are relevant to which country.

Its worth pointing out as well that its not always necessary to translate your whole website (I’ll look at translation options in the next post next week for you) – you may just want to translate one or more pages just to capture the main search terms people are using.

If you do this it has to be .com of course (or .info., .biz – some thing country neutral) otherwise google will skew the traffic towards the country domain ( eg .co.uk domains will attract uk searches).

This raises another point; if you do have a .com – as opposed to a .co.uk for example – Google doesn’t know where you want traffic from. So it will skew the traffic towards your hosting location (eg if you have a .com site hosted in Germany your traffic will be skewed towards German searchers). This may well be what you don’t want to happen, You may be a uk company wanting to get most search traffic from the uk – your site being hosted outside the uk will present this problem (and we find sites get hosted all over the place). There is a simple solution to this which again requires you to set the geographic target through Google webmaster tools. If you want uk traffic set the target to uk ; if you want worldwide traffic set the target as ‘unlisted’.

Here’s the video to help and more next week on tweaks and translation options.

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SEO 1-2-3 Designed to set you apart from your online competitors

Here’s a new way to get your SEO working effectively; it comprises three parts:-

  1. Your personal SEO blueprint – a document defining a step by step process to successful SEO of your website
  1. Your on-site SEO training course - A customised 1 day training course on your premises
  1. On-going support and assistance to help you implement effective SEO

We can carry out items 1 and 2 for you within the first few weeks then item 3 over a timescale that suits you. This is a unique way of implementing SEO based on a tried and tested range of components we’ve honed over years of successful SEO practice. Here’s more detail on the components:-

 

1. Your SEO Blueprint

seo-blueprint

Jan Klin’s SEO blueprint is a unique and comprehensive report detailing how to apply the best SEO techniques to your website. We were pleasantly surprised at the level of detail and clarity provided based on the latest search engine factors.
Russell Ford, CEO, All About Children Ltd

In essence this is your SEO strategy document, which when implemented will provide you with the best possible rankings and traffic increases.

Its personalised for your website and typically runs to 15-20 pages. We go through this with you as part of the on-site training detailed below.

There are many parts to successful SEO and this document covers:-

Technical Analysis – details of what needs adding or changing to your website and hosting to maximise its effectiveness for search engines.

Keyphrase Analysis – Keyphrases are what drives successful SEO. We carry out, with your input, a structured keyphrase analysis for you.

On-page Optimisation instructions – step by step details of how to change all your web pages to maximise your visibility

Off-page Optimisation – details of how to conduct effective link building and content marketing to increase your domain authority and rankings.

 

2. Your SEO Training Course

seo-training

In over 35 years of business life I’ve attended many training courses, and your one day SEO training was one of the best. It went at a good pace, was full of really useful information and the USB stick you gave us is packed with help and assistance. I came out of it energised and ready to tackle SEO! Many thanks.
Kathy Guest, Director, Marketing Results Ltd

This is a 1 day course delivered on your premises. It is based on our successful 1 day course we run for the Chartered Institute of Marketing and others – but personalised to take onto account your specific needs as identified by the SEO Blueprint.

It covers all the latest search engine ranking factors and provides access to all tools and techniques we use in our professional SEO practice

The course modules cover:-

    • Introductions and Keyphrase Analysis
    • Auditing your site and technical analysis
    • Optimising your web pages
    • Link Building and Content Marketing
    • Social Media and SEO
    • Monitoring your performance
    • Advanced SEO issues – including International SEO

The course is left with you on a USB stick so you can re-run it as often as you like. The slides link directly with the tools, resources and examples we go through with you.

Full details of the course can be found at:- SEO Training 2013.

 

3. On-Going Support and Assistance

seo-support

Jan has been able to give our search engine optimisation efforts a structured, focused and analytical backbone with some striking and immediate results.
Nick Thomas, Managing Director, Cloggs UK

The SEO Blueprint and on-site training will provide you with everything you need to implement a successful SEO campaign. The on-going support will enable you to work at a timetable convenient to yourselves and get all the help you need as and when you need it.

The SEO 1-2-3 service is available for a modest monthly fee (£95 per month) and more information is available if you care to call or email us – Jan@janklin.com ; 01928 788100

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Part 5: How LinkedIn Groups can help grow your business

In the previous parts of this series we have seen what an excellent sales,marketing and networking tool Linked In is.We also saw how it can really help your SEO.There is another key feature in Linked In we haven’t really touched on properly and that’s Linked In Groups.These are a are great way to build credibility and make new connections that can ultimately help grow your business.

So what are the key things you need to do with Linked In Groups to really help your business?

1.Join 5-10 Groups that are really relevant to you:

You can join up to 50 Linked In Groups.However,it’s difficult to gain traction in 50 Groups as well as find the time to participate in that many. I recommend that you select 5-10 Groups to spend your time on in order to get the most benefit out of your participation.

part 5 pic 1

2 Use Linked In Search to Find Relevant Groups to Join:

Linked In search is a really excellent tool and has been has been significantly enhanced over the years.It includes the ability to search for relevant Groups (based on your network) and search for discussion topics within open Groups.When searching for discussion topics search for Groups using keywords that would be a natural fit for you, based on your geographic location, industry, prospects, education history,community/charity organisations, hobbies and interests.

Try searching Linked In Groups with the keywords that actually describe your natural affinities. For example,type in the name of the college/university you attended to find potential alumni groups that exist on Linked In.

You can even type in hobbies and interests and get very specific search results and find groups with members who share a passion/hobby or interest and common interests are a really good way to start a relationship. For each Linked In Group displayed in search results, you have the option to view members in your network who belong to the Group, as well as “similar Groups.You can also ask your Linked In connections what they think about the Groups that they belong to.This gives you a solid excuse to contact them and to reach out and connect with your network.

part 5 pic 2

3.Don’t ignore the “Groups You May Like” Suggestions From Linked In:

The easiest way to navigate to the Groups You May Like feature is through your navigation menu bar under Groups. There you will see these options. (The Groups Directory option is the primary search area for Linked In Groups.),When you click on the Groups You May Like feature, Linked In will list suggested Groups for you to check out, based on your network connections, profile information, skills and expertise and existing Group memberships. You may also notice some Groups (or subgroups) on this list that you already belong to.

4.Evaluate the Quality of a Linked In Group:

Its very important that the Linked In Groups you are interested in joining are going to be well-run and high-quality.In some cases, you may just have to join the Group and spend some time there to make that determination. However, here are a few other ways to evaluate the Group for quality.Have a look at the Group managers, and are they engaged,well connected and visible? Also have a look at the Group rules if there aren’t any or they are not well written then it may mean the Group is not that well managed.Look the quality of discussions are there plenty of questions and dialogue? Beware of lots of promotional links or an abundance of “self-promotional” updates? Have a look at the stats of the Linked In Group you are interested in as well. Linked In stats measure things like member demographics, activity, how long the Group has been around etc.

part 5 pic 3

5.Don’t ignore Corporate-Sponsored Groups:

There are quite a few corporate-sponsored Groups on Linked In. This is where Linked In has officially partnered with brands or corporations to help them build robust Groups. Within each of these Groups, the organisation can drive member visits and discussion participation while also controlling the ad display space within the Group site. You can find examples of these if you include the word sponsored in your search. Some people might consciously avoid these as a forum for being sold to. In fact as we identified in Part 3 of this series (link) the sponsors recognises that subtlety is key when selling on Linked In. In fact corporate-sponsored Groups are very well-managed. The discussions tend to be in-depth with rich dialogue among members. These brands/corporations have a vested interest in making their Groups successful, and in every case there are dedicated Group managers in place who facilitate the dialogue and keep the Group spam-free.Also there is a lot that Corporate -Sponsored Groups can teach you if you plan to run your own Linked In Group or you’re thinking about starting one.

6.Stick to Linked In Group Participation Best Practises:

part 5 pic 4
In order to make Linked In Groups serve as authentic forums for discussions and dialogue, we should all do our part to maintain the integrity of the Groups we belong to. This will make the Linked In Group experience better for everyone. Additionally, Linked In is doing its part by helping Group managers fight promotional posts. If you are thinking about posting a discussion that contains the words me, my or I, don’t count on it showing up. Most likely it will end up under the Promotions tab, where it’s highly unlikely that anyone will see it. To successfully build influence in Linked In Groups, your best bet is to authentically engage in discussions and contribute real insights in your area of expertise.

Below are some best practises to remember as you find the right Groups to join and start engaging with members:

  • Don’t just drop into Groups and promote your products or services.
  • Don’t auto-post your blog articles into Linked In Groups. Instead, provide links to reputable sources of information within the context of discussions that can help members. This can include your blog articles if they truly serve that purpose.
  • Ask questions and provide thoughtful answers.
  • Contribute to ongoing discussions and new discussions consistently.
  • Share meaningful, helpful, interesting and reputable content.
  • Send invites to connect with mutual Group members only after you’ve spent some time participating in the Group. The best time to send the invitation is when you’ve interacted with members in a discussion.

The Linked In Group offer a great mix of functions and features that allow you and your business to have a distinctive presence on Linked In that will reach far beyond your immediate network of first degree connections.But you do need to use them carefully.

I hope this helps and get in touch if you need our help using Linked In Groups correctly get in touch – richard@janklin.com

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Becoming a Linked In Power User – Part 4 – How Linked In can really help your SEO

In the previous parts of this series we have seen what an excellent sales,marketing and networking tool Linked In is.I am pleased to say there is a further bonus and that of course is that it can really help boost your Search Engine Optimisation(SEO). As we are seeing with other Social Media Platforms like Twitter and Facebook,Google (and for that matter Bing ) place an increasing emphasis on Social Content. As you will know from other posts on the this blog authentic content is king and Linked In is a great source of content.Also using Linked In provides a credibility that most people look for when Googling, or researching a certain person,topic or Company.

So what are the key things you need to do on Linked In that will really help your SEO?

1. Use Anchor Text in Links

Every Linked In profile can list as many as 3 web links. The default options include “Company Website” and “Blog,” but these just aren’t very SEO-friendly. You can customise the URLs by selecting the “Other” option. Use a keyword-rich title, such as “My E-Commerce Bike Accessories Website.”
picture 1anchor text

2. Finish Your Profile

As we saw in Part 1 this is obvious,but far too many people haven’t taken the time to fully complete their Linked In profiles.You can see here what you need to do more generally to optimise your profile but there are two SEO specific things to look out for.Firstly don’t be afraid to add your entire work history (may be not the paper round you had aged 13!).There may be individuals looking you up by previous jobs you have had.This is especially important if you have a pretty common name Secondly making sure if your profile is completed with key words your want associated with your name really helps too.

3. Keyword-Optimise Your Job Titles

Optimising your job titles slightly (though obviously don’t embellish) to include a few keywords is helpful. For example instead of “Sales Manager,” it helps SEO wise to clarify by saying “Software Sales Manager.”

4. Maximise Your Group Membership

Joining and participating in relevant groups obviously helps your networking but from an SEO point of view its also useful too as the group names appear on your profile, search engines have no choice but to crawl the titles and learn more about who you are and what you do. Not only will industry-relevant groups improve the keywords on your profile, but local groups like “West Midlands Engineering Professionals” can also help with Geo-targeted SEO. Joining a group related to your line of work is also very important. Not only does it give you a chance to network with colleagues, but it also allows search engines to associate your name with the group in searches.

5. Maximise the number of Network connections you have

Quite simply Linked In’s own search results elevate results for connections within a network (i.e. 1st, 2nd, 3rd level connections, groups).Therefore.the more people you are connected to the better.

6. Optimise Your Job Descriptions

Make your job descriptions on Linked In creative,truthful,descriptive and brief. Don’t write paragraph after paragraph use a wide variety of relevant keywords in bullet-pointed lists. This also helps the reader when scanning your profile for relevant experience.
picture2 custom url

7. Claim Your Vanity URL

With Linked In you can customise both your and your Company URL with your name. This creates a better chance for your profile to rank with searched because search engines do look at key words in URLs.For example http://www.linkedin.com/in/janklin and http://www.linkedin.com/company/microsoft look so much better than the standard urls.

8. Don’t Keyword Stuff

Just like other areas of SEO so called keyword stuffing is a bad idea.This is where you repeat the same keywords ad nauseum throughout your profile.It doesn’t help SEO wise and its not very nice to read either.

9. Promote Your Linked In Profile Elsewhere

Hopefully obvious this one .Put a link to your Linked In profile on Facebook, Google+, and any websites you maintain to create inbound links.

10. Be Vigilant About Building Recommendations

When you have 10 or more recommendations it will elevate your profile’s search ranking.

11. Leave No Field Blank

Enough said hopefully

12.Keep Collecting Endorsements

While endorsements don’t yet directly help how well your profile ranks on Google they are a measure of ‘engagement’ with others.Google likes engagement as we can see from the development of its own ‘+1′ in Google+ so its likely this was and is changing.

13.Post Regular Updates

We know from other aspects of SEO that ‘content is king’ so regular updates are important a passive profile is less SEO friendly. I suggest one update a day to most clients ideally posted between 8.30 am and 11.00am.
picture 3 linkedin-for-seo

Linked in was designed as a recruitment forum and then became a networking tool and now its a ‘Sales Tool’.As we have seen it can also really help your SEO which is just a bonus really isn’t it.

I hope this helps and get in touch if you need our help getting sales leads for your business from Linked In – richard@janklin.com

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Becoming a Linked In Power User – Part 3- How to use the latest features in Linked In to get sales leads

Using Linked In is a great way to make connections with people and network.It is also excellent for looking up information on potential clients and doing your “homework” on people you are going to be meeting. But you can also use Linked In for selling. The first thing you need to consider is how Linked In works and set it in context with other well known Social Media channels.When we use Twitter we use it for three things to pass on useful information/links or to share images or to comment on current events. Facebook is the place where we just chat with our friends.Linked In is where we connect with business people and find out useful information about them. We do not expect to be “sold to” in fact its frowned upon by many Group Owners. So,if you try to sell on Linked In you will face almost inevitable rejection because such activities do not match user expectations.

However, plenty of people are selling successfully on Linked In by adopting a gentle and subtle approach, rather than “in your face”.

picture 1

Technically this is known as inbound marketing its really getting the customer to come to you not the traditional outbound way of going to them with your message.So the key to sell on Linked In is really to is to stop trying to sell…! Linked In are constantly changing and improving the features they offer to reflect the number of users who now use it as a sales tool.

So with both these things in mind what are the key things you need to do to get sales leads on Linked In?

1: Have a Strong Call to Action and Link

You can add custom banners to your company page for free with each of these banners linking back to your website.You can add up to three different link-able product banners (646 pixels x 222 pixels) to the Products & Services section of your company profile. This is a great way to funnel Linked In traffic to a targeted landing page.

picture 2

2: Target your audience.

Linked In has been making it easier for companies to reach their target audience. Recently, they started allowing companies to tailor status updates to specific Linked In connections (based on industry, seniority, job function, etc.).Companies can target connections with specific status updates based on job function, seniority level, industry, company size and geography.  You can attach files or pictures (along with links) to your status updates.This helps your company status updates look more prominent and ‘Pop Out’ of the update stream increasing visibility and click-through rates with each post.

To do this click on the paperclip icon to attach your image.After attaching your image, you’ll have an opportunity to edit the title of the image and description, which can serve as a teaser to get people to click.To target your audience you must have at least 200 connections in the audience list in order to target them with your update.For example, you may only want to target non-employees with offers. To do this click on the Targeted Audience drop-down to choose your target. Add your status update and link last so that both an image and URL will appear.

3: Use the Linked In Lead Collection Widget

picture 3

If you decide to test an ad campaign budget on Linked In,try the Lead Collection widget on your landing page.This little box sits at the top of your website and allows people to easily submit their email address to you with one simple click.

4: Create Custom Calls to Action and Content

Linked In Products & Services pages can serve up different content based on the profile of the user.

Not only does this allow you to use the right language (based on geography), but also feature only the products and services that might interest certain types of people (based on their job function, company size, industry and seniority). It then allows you to provide the right messaging and links.Use the Dashboard to create multiple versions of Linked In company product pages based on audience types.

Creating custom content for specific Linked In members helps you drive them to appropriate landing pages and/or specific phone numbers to reach specific departments in your organisation. Creating unique pages only takes minutes, so the time investment to test this out is minimal.

5: Post Linked In Company Status Updates in the Morning

Aside from posting company status updates during high-conversion periods on your own website, you should also post updates during the times of day you get the most impressions on Linked In.Lana Khavinson, Group Product Marketing Manager at Linked In, says, “We find that companies get the greatest engagement from morning posts. That said, we are seeing engagement rates increasing in the evening as our mobile and iPad apps keep gaining massive traction. We encourage companies to test posting at different times of day so that they can find what works for them and their target audience.”

Engagement metrics on posts can be seen by Admin Users of company pages these show engagement numbers (impressions, clicks and shares).You should test what works best for your organisation to work out what types of posts are driving the most relevant traffic and/or leads to your site.Also look out for what type of content gets the most shares, since number of shares means even more visibility for your business in other people’s Linked In streams.

6: Use Linked In Products & Services Pages Like Landing Pages

You can link Linked In Products & Services Pages to your landing page, you can also allow Linked In members a quick way to ask a question or message you without leaving Linked In? This is a great way to make it easy for customers to contact you for a product or service they are interested in.Besides, getting a message through Linked In and connecting gives you access to prospects’ email addresses. This means they’ll start seeing updates from you, which can help nurture relationships and increase the likelihood of turning prospects into clients.You can add up to three different people in your organisation to receive messages from product pages. To do this, simply go to the Products & Services tab and click on Edit.Then go to the Contact Us section on the right-hand side of the page and add the people in your organisation who are equipped to handle questions from prospects.You might feature someone on your sales team, products team and/or a senior manager (depending the product or service offered).Obviously make sure the person you assign will be frequently checking Linked In for any messages.Also make sure he or she regularly posts about your company to keep any potential leads up to date with new products/services.

7: Send Custom Messages to Your Target Market’s Inbox

Linked In Sponsored Inmail has really taken off. Its one of the best sales tools on Linked In.You don’t need your own contact list because you just work directly with Linked In to identify exactly whom you want to email. Craft your message, add your URLs and then let Linked In do the rest.It’s a great way to build your leads and targeted traffic to your website. To use Inmail you need to subscribe to one of the premium versions so it does have a cost but the ability to target specific people in organisations is a powerful reason to use it.

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When you launch a Sponsored Inmail campaign,the person you’re trying to reach gets a notification about an important message in their inbox. The alert is also visible on certain pages of your Linked In account.The response rate compared with traditional email marketing is very impressive.If the prospect does not respond Linked In credit the cost of the Inmail back to your account so you can use it on another prospect.

8: Promote a Linked In Group Your Target Market Would Be Interested in Joining

If you want to grow your network and leads, you need to provide your insights and ‘thought leadership’ in relevant Linked In Groups where your target market is talking. This doesn’t mean bombarding groups with redundant content and links back to your website. That just makes you look like a spammer (and desperate for attention).Instead, use these groups as opportunities to learn more about your target market and share insights. Strive to become a valuable resource ,contributor and ‘thought leader’ to the community.

picture 5

Companies can showcase favourite groups on their Linked In profile, and it’s a great opportunity to guide your target market into a community you’ll be participating in.This is how you build relationships, and over time you will earn credibility, new business and more referrals.You might even consider forming your own group in a particular niche subject or market.

Linked in was designed as a recruitment forum and then became a networking tool and now its adding ‘Sales Tool’ to its credentials. Counter intuitively though to get sales leads don’t sell !

I hope this helps and get in touch if you need our help getting sales leads for your business from Linked In – richard@janklin.com

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Becoming a LinkedIn Power User – Part 2 Understanding LinkedIn Company Pages and the comparison with Facebook Fan Pages

Linked In Company Pages are a combination of a number of different features that integrate with other key Linked In functions. They are a great opportunity for Sales teams to maximise their use of Linked In .So what are the key features of Linked In Company Pages. Perhaps the best way to see that is to compare them to something very familiar to most of us Facebook Fan Pages.

Picture 1-google facebook fan page

With a Facebook Fan Page  you can see that a fan page provides details about a company in the “info” section, but this is not its primary focus which is representing the visual brand and identity of the business.In Linked In people are also introduced to a company on its page and that’s its primary purpose. The Facebook Fan Page allows ‘fans’ to ‘like’ a page and then engage with it and allow a viral spread of information to flow through networks of Facebook friends.The Facebook page also provides a platform for companies to launch campaigns through the use of Facebook Apps as well as market their products and services through landing pages and other tabs.

Facebook Fan Pages were also developed as just that, created by and for fans of popular music, entertainment, and even top sports people.

Picture 2-facebook fan page

Fan pages were not specifically designed for marketing Businesses though by default they have become a good medium for Business to Consumer (B2C) marketing and Brand awareness. Realising their commercial potential Facebook has concentrated on offering more functionality for businesses that manage page and it has given administrators more control over those pages. It also offers measurement tools like page insights showing reach ‘Likes”Reach’ and ‘Engagement’.

Picture 3-facebook insights

However Linked In Company Pages were created to help both job candidates and the professions do research on companies that are represented on Linked In.The data was originally pre-populated through a combination of efforts by Linked In, user-generated content from profiles, and some statistical information from Business Week. Initially the ability to search companies was not added and when it was it was designed as a tool people could use to work out their connections to a particular company. So if you were looking for a business provider with particular expertise, you could check if any of your first-degree connections were employed by such a company. This aspect of the Company Page is still highly relevant.

However in more recent times Linked In has developed a feature allowing Companies to update their followers directly through publishing Status Updates. This means that, like Facebook Fan Pages you can publish posts into the news feeds of your followers (equivalent of fans on Facebook).However, Linked In does not use the same type of algorithm that Facebook has. This means that, while only 17% of your updates reach your fans on Facebook, your Company Page updates reaches all of your followers.

Here are the key features and Functions in Linked In Company Pages:

1.Search: Users can search for companies by keyword, location, industry, relationship, company size, number of followers, and other criteria.

2.The Overview Page for a particular company has information about who connects you to that company, as well as about its employees,status updates, recent blog posts, mentions in the news and general statistics.

3.The Statistics Page, this is accessed through the overview page, is completely comprised of user-generated content from profiles and provides employee information for job seekers (such as job function composition, years of work experience, and educational degrees attained by current employees) as well as business intelligence that could be used for sales and business development purposes (such as new employees, former employees, and most recommended employees).

4.The Careers Page this shows any job openings.

5.The Products and Services Page is created by the company to showcase its products and services. Linked In users can recommend a company’s products and services and their recommendations appear here.

Picture 5-bentley linkedin products page

6.The “Follow Company” button allows any Linked In user to stay updated on new jobs, hires, and departures from any company’s page.

7.Companies can post status updates to appear on the news feeds of their followers.

8.Page Administrators can have access to an analytics page as well.This is similar in format to Facebook Insights showing impressions,clicks,reach and engagement.

The Linked In Company Pages offer a great mix of functions and features that allow your business to have a distinctive corporate presence on Linked In. Optimising your Company Page also gives your employees the opportunity to be found in searches and increases the chances that your company will be found on Linked In.

I hope this helps and get in touch if you need our help setting up your Company Page correctly – richard@janklin.com

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Tapjoy – A World Class Mobile Advertising Platform

About Tapjoy

With headquarters in San Francisco and offices around the world, Tapjoy is a mobile advertising platform with a difference. Via the Tapjoy Mobile Value Exchange®, Tapjoy creates a unique relationship between mobile app developers, mobile app users and advertisers. Tapjoy’s core tenet is the rewarded advertising model, which makes it easy for developers to make money in their application by offering consumers a way to get in-game currency by engaging with an ad.

Reaching more than 450 million mobile users every month, Tapjoy delivers unrivalled opportunities for both app developers and advertisers, while offering app users access to premium in-app content in exchange for engaging with advertisements of their choice.

How Tapjoy Works for App Developers

In a world where creating a popular app no longer automatically means monetary success, Tapjoy offers app developers a way to monetize their creations while avoiding annoying their users with unwanted adverts. Overloading users with unwanted pop-up and banner ads can often lead to the user getting fed up with their play being interrupted. They may even consequently just delete the app. Tapjoy offers users the CHOICE to view an ad in exchange for access to premium content, including extra lives, coins or power-ups. This creates happier users and MORE users for developers – a win-win.

Trends show that app users are becoming less and less likely to pay to download apps. Additionally, with so many horror stories about staggering bills for in-app purchases, users are becoming more and more cautious about their in-app spending. For some app developers these in-app purchases are their only form of revenue. In contrast, using Tapjoy’s Mobile Value Exchange®, the developers can gain substantial monetary reward every time a user chooses to watch an advert. Users earn virtual rewards, while the app developer earns real money.

The world of mobile advertising may seem complicated at first, but Tapjoy makes it easy to get started on making money from your app. All it takes to start is to integrate Tapjoy’s SDK with your app.

As well as gaining revenue from other companies advertising in their apps, developers can use Tapjoy’s intelligent advertising platform to advertise their own games in other apps.

Tapjoy works on a “Pay for performance” basis (similar to Google’s Pay-Per-Click method) whereby the app developer only pays if a user chooses to download the app. Tapjoy takes the risk out of advertising your mobile app – you only pay for what you get.

Tapjoy-process

The video below shows how Tapjoy works for developers and can help to increase their revenue by on average 60% in Android and 40% in iOS.

How Tapjoy Works for Advertisers

It is no secret that more and more people are using their mobile devices every day to interact, make purchases, read the news and play games (amongst other things). People all over the world use their smart phones and tablets almost everywhere: on the bus, while shopping, while watching TV and even in bed. Mobile has become one of the most important methods of consuming media, and people spend, on average, two hours a day using their smart phones and tablets. A massive 83% of that time is spent using apps.

How advertisers go about taking advantage of this growing marketplace varies. Some choose the bombardment route, flashing banner ads at every opportunity, paying app developers huge sums to advertise on their popular apps. Others choose a smarter, more cost effective route – the Tapjoy route.

Instead of bombarding and, consequently, annoying prospective customers, Tapjoy’s Mobile Value Exchange® offers advertisers the chance to give prospective customers what they really want. It is very simple – a user is enjoying an app but needs extra in-app currency to unlock a new level or open premium content. Instead of paying with real money, the user is able to select and view an advert and, in exchange, get these extra app features for free. Users earn VIRTUAL rewards; advertisers earn REAL customers.

By inviting them to choose which advert to watch, advertisers access users who are genuinely interested in what they are viewing. This increases conversion rates massively and offers significant return on investment for the advertiser.

Tapjoy works with more than 8,000 mobile apps each quarter and has a reach of more than 450 million mobile users every month. That is 450 million users that could CHOOSE to view your advert, sign up to your mailing list, or download your app. It is no surprise that countless companies, large and small, are making Tapjoy a priority in their marketing strategy.

Tapjoy’s Pay-for-Performance model also means that advertisers are not wasting their marketing budget on targeting customers that may never see their offer, relate to it, or respond to it. By reducing the risk of waste, advertisers using Tapjoy will only pay when a user has completed an action. That action could be signing up to a mailing list, calling for a quote, or simply viewing their advert. By becoming part of Tapjoy’s marketplace, advertisers can gain access to over 450 million mobile users, but only pay for those who are interested. Tapjoy’s marketplace is targeting at its best. Where else can an advertiser grab people who actually choose to hear their message?

Advertisers on Tapjoy’s marketplace can also benefit from end-to-end campaign management. Tapjoy can track, measure and report on an advert’s performance. And, with their extensive knowledge of the mobile advertising marketplace, Tapjoy can offer suggestions to the advertiser on how to improve upon their message, make the most of their advertising opportunity, and increase conversion rates. On top of that, Tapjoy can produce the advert or offer and make sure that the right messages are being received. Some of the many solutions offered to advertisers are listed below.

Tapjoy Rich Media – In a single ad unit a prospective customer can be driven through the entire purchase experience, from awareness right through to purchase and loyalty. Rich media ads offer interactive experiences for the user, including in-ad games and product customization. For example, car advertisers can use rich media adverts to enable the user to build their own customised car that they will be more inclined to want. With an enticing call to action at the end of their experience, the advertiser is being handed warm, engaged customers who will be much more likely to convert to purchasers.

Tapjoy Marquee Video™ – Advertisers are given the option to have a stand-out, featured advert running across the top of the Tapjoy marketplace, offering high-impact exposure.

Tapjoy Video Plus – Engaging videos are an advertiser’s best friend. Video advertisements get prospective customers interested and fully engaged. Tapjoy advertisers will only pay if the video is watched right to the end. Customisable calls to action at the end of the video will drive the customer through to follow the company on social media, sign up for a newsletter, request a quote, or even make a purchase.

To find out more about how Tapjoy works for advertisers take a look at the video below.

How Tapjoy Works for App Users

Anyone who is addicted to the latest app will know how frustrating it is to be just a few coins short of buying the tool that will help you to finally crack the level you have been trying to pass for over a week. Or, how annoying it is to run out of lives just as you’re about to set off on your hour long commute. Instead of racking up a huge in-app purchase bill, Tapjoy offer users invaluable rewards in exchange for (for instance) watching an advert or signing up to a company’s mailing list. By being able to choose which advert they interact with, they are likely to enjoy and remember it more.

Everybody likes to get something for free, and whether the user needs virtual coins to buy a new vehicle for their game, wants to watch a full length film for free, or wants access to premium content, by clicking a button to access the Tapjoy marketplace they can gain these rewards without having to spend a cent. Most app users understand that the app developer needs to make money somehow. By having the choice of when and how to view adverts, the users will actually find the Tapjoy Mobile Value Exchange® rewarding – not an annoyance.

Tapjoy-exchange

What is so special about Tapjoy?

As well as offering an unrivalled model that connects the three interested parties in the mobile world, Tapjoy offers other tools to help make this process even smoother.

For developers Tapjoy offers extensive resources and insights to help keep abreast of the ever changing marketplace. For advertisers, Tapjoy offers up a fantastic creative production department that the advertisers can make use of to create the most stunning, engaging and unique messages that will leave a lasting impression on the user.

It is almost impossible to please everyone, but with Tapjoy’s Mobile Value Exchange® model, they come pretty close.

Tapjoy’s Strategy for Success and Overcoming Market Challenges

Backed by top-tier investors, including J.P. Morgan Asset Management, Rho Ventures, North Bridge Venture Partners, InterWest Partners, and D.E. Shaw Ventures, Tapjoy has been able to make waves in the digital marketplace. By offering incentives to all parties involved in the advertising chain, Tapjoy has been able to massively increase their reach. Now boasting a reach of more than 450 million mobile users every month, Tapjoy has become a market leader in the ever-changing world of mobile advertising.

Who’s who at Tapjoy

Tapjoy boasts an impressive executive team and board of directors, bursting at the seams with experience and knowledge of the mobile world. Backed by president and CEO Steve Wadsworth, former president of Disney Interactive Media Group (DIMG), the executive team consists of Chief Marketing Officer Peter Dille, Chief Product Officer Jeff Drobick, and Chief Financial Officer Matthew Service. Christine Tao is SVP of Global Developer Relations and is responsible for fostering and growing relationships between Tapjoy and app developers. Paul Longhenry is responsible for the direction and execution of strategic partnerships and M&A efforts.

The board of directors team includes Warren Jenson, Robert Callahan, and Mark Leschly amongst others. The wealth of experience, intelligence, and acumen amongst Tapjoy’s executive team and board of directors has overseen the growth of Tapjoy from start-up in San Francisco to having locations all over the world and employee numbers totalling over 300.

Contact Tapjoy

For more information on Tapjoy visit their website at www.tapjoy.com

Advertisers can contact Tapjoy on advertise@tapjoy.com
Developers can contact Tapjoy on partners@tapjoy.com

Visit Tapjoy on Facebook
Visit Tapjoy on Youtube

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Becoming a LinkedIn Power User – Part 1. The foundations-an effective profile.

Most of us know that LinkedIn is the Social Media Channel to use for Business to Business Marketing with around 50+ million members in Europe alone. There are a lot of key factors in using LinkedIn effectively and successfully but hopefully its obvious what the starting point is -your profile.

LinkedIn say that having a completed profile provides you with a 40% greater chance of
marketing, prospecting, networking, recruiting successfully. Having an effective and completed profile is important as ’first impressions count’.

A good profile tells people who you are more and is a showcase for your talents, background, experience and interests. It also makes you appear to be a more competent user in the network and therefore someone a prospect would like to network with. Your profile is the foundation for growing your influence and building your business.

complete your linkedin profile

Here are key steps in building an effective profile:

1. Upload a Professional Picture.

Jan Klin

Absolutely essential really. Without a picture people think you have something to hide or maybe just cant be bothered. You should use a recent (you want people to recognise you when you meet) clear, in focus ‘Head and Shoulder’s shot of you. Avoid holiday snaps and silly expressions or poses. This is your best opportunity to make a great first impression,and it is essential to attracting connections.

2.Create a Compelling Headline

You only have 120 characters at the top of your profile to describe what you do and attract attention. Typically I see people use a Job Title but I recommend you use that space more imaginatively. Your current position further down your profile will give people your title. Use brief, descriptive, compelling keywords so the right people on
LinkedIn can discover you. For example: Automotive Manufacturing Expert rather than Manufacturing Director,Automotive Components Ltd. I know it sounds a bit corny to some of you but it does work.

3.List Your Current Position and At Least Two Past Positions

Use the same descriptive keywords that you quoted in your headline if possible, and be sure to describe your role for each position. Don’t go all the way back to that paper round you did as a Teenager but some history is good as it helps you pick up useful contacts amongst former colleagues.

4.Complete the “Summary” Section of Your Profile

Describe who you are,what you do and how you help people. Its often suggested that you write your summary in the third person and I agree. If you don’t you will be using the letter “I” quite a bit which puts some people off.

janklin-bio

5.Complete the “Specialities” Section of Your Profile

These are the terms that will help you show up in search results within LinkedIn so think carefully what you want to put. Just like SEO don’t just use keywords that you think describe what you do but use phrases that people in your target markets might search for re your background, experience, and products/services.

skills

6.Give and get some recommendations as soon as possible.

You will need at least three recommendations in order for LinkedIn to label your profile as complete. The best way to get recommendations is to give them so connect with people you know and ask them.

Screen Shot 2014-01-07 at 16.08.57

7.Complete the “Interests” and “Groups and Associations”

Your potential connections like to see what kind of person you are and what your professional interests are so give them an idea. Join at least a few groups relevant to what you do. Each of the terms in this section will be hyper-linked and will take you to other users in the network who share these interests.

8.Edit your Public LinkedIn URL

LinkedIn allocates you a rather lengthy LinkedIn URL unsurprisingly because unless you have an unusual name there are going to be 100′s or even 1000′s of people with your name. Customise it using the edit mode in LinkedIn. For example uk.linkedin.com/in/janklin looks so much better and shorter. Customisation will optimise your LinkedIn profile to show up in search results on major search engines when someone searches for your name.

9.Customise Your “website” Listings

Under the “websites” section of your LinkedIn profile, you can list up to three URLs. Choose the “other” option when setting up these links and describe them with relevant terms. For example,rather than using the terms “website,” use your business name or name of a blog if you have one. Not only is this more descriptive, it also gives you a better opportunity to rank for those keywords in search engines.

10.Include a Link to Your Twitter Profile

Adding the link to your Twitter feed give people another opportunity to connect with you!

11.Make Your Entire LinkedIn Profile Publicly Visible to Everyone.

Linkedin allows you to restrict who can see your profile in its privacy settings. If you have something to sell and want other professionals on LinkedIn to be able to find you being invisible won’t help you build your network. Once you have implemented these tips you will then be ready use LinkedIn to really grow your network and your business.
I hope this helps and get in touch if you need assistance – Richard@janklin.com

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