Archive | December, 2014

Seven Underestimated Content Marketing Factors You Need To Know

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There seems to be a great difference between what content marketers want to achieve and what they actually measure. A survey of B2B and B2C marketers this spring has revealed that the most common goal (73%) of content marketers is brand awareness. Most of them (69%) use page views and unique visitors to measure the success of a content.

However, these factors are typically used for selling ad space and are not meant for measuring brand awareness. In other words, most brands have been measuring their content the wrong way. Moreover, page views and visits are easy to understand and it was hard to track the other behaviors of website visitors. In today’s post, The Website Marketing Group will share seven points to help you get a better picture of how your content shapes your relationship with your readers.

1. Brand Leverage

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“Brand leverage” is the wider term for a brand’s increase in customer or audience perception. How to measure brand leverage differs with each campaign, company, or industry, but some common factors are: increased brand awareness, brand recall, customer purchase intent, and customer affinity for a brand. However, the question is how do you measure something that seems to be so closely tied with your audience’s intentions and feelings? There are ways to quantify how they feel about your brand. Google AdWords uses customer surveys to measure it for their clients. You can utilise reader surveys to identify the increment and purchase intent for their sponsored content, but they also measure “social brand leverage,” which is the increase in brand leverage after being exposed to their content via social media. Given that most marketers want to boost brand awareness, it makes sense for them to start defining what “brand leverage” means for each of their campaigns and how they should measure it.

2. Allocated Time

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While brand leverage measures the general way your campaigns are performing, a specific metric like engaged time can help you look at how well individual pieces of content are performing. The fact is, only 27% of marketers track how much time their users spend on their content, and in our survey, just 43% of respondents said they were examining time spent. Still brands are starting to catch on. Engaged reading time is one of the primary metrics that Coca-Cola uses to measure the success of their sponsored content, and engaged time is the primary metric that you can use to measure the success of brand-sponsored content.

Unlike other time-based metrics like “time spent on page” or “time spent on site,” which typically measure the amount of time content pages are open, measuring engaged time is much more involved. Basically, engaged time measures the amount of time users spend actively paying attention to your content. Are they viewing it in an active window, or is it left waiting in a background tab of a user’s browser? Are they scrolling, clicking, or interacting with the content in any way? This metric can tell you which of your stories captivate audiences the most. Knowing this is essential because the more time a user spends engaging with your content, the more likely they are to come back and read more.

3. Average Finish

Try to leave out the part that readers tend to skip. Average finish is the number that tells you exactly if your readers skip, giving you the percentage of people who actually finish reading your page. Like engaged time, this is best used to measure how engaging an individual piece of content is. Latest study from Microsoft Research found that the first 10 seconds a user spends on a page are crucial in getting them to stay longer. This means that if your average finish is low, especially among the users you want to engage, perhaps you can audit the 10-second impression that your content makes, and enact changes that encourage people to keep reading.

4. Returning Visitors

Getting your target visitors to check out your content once is not enough. You need to keep them coming back and turn engaged readers into loyal readers. This is where the “returning visitors” metric comes in. How many of your readers come back? More importantly, how do they behave differently from your single-visit readers? Unlike visitors or page views, which often reflect a disproportionate amount of new visitors, looking at the amount of returning readers and their behavior can help you focus on how to acquire and retain them.

5. Visitor Loyalty

Like Does Matter

Relevant to your returning users is visitor loyalty. Visitor loyalty tells you how often people revisit your site within a week, month, or within any specific period. In Google Analytics, this metric is called “frequency” and is paired with “recency”—how many days it takes for a user to revisit your site. Visitor loyalty leads to a snowball effect, since the more visitors return to your site, the more loyalty you can expect in the long run. According to a study of Vulture.com’s reader loyalty, visitors who came to the site five times in a month were more likely to keep regularly returning to the site.

6. Longetivity

How long does your content keep reaping rewards? This is the question that longevity attempts to answer. Every status update, blog post, or video has a period of time where they bring in results. If you think the immediate results from your email campaigns are less important, try looking at it from a longer time frame. How long do your landing pages keep bringing in new sign ups? How long do your blog posts bring in new engaged readers? How long do people keep viewing your videos? The more you know about how long your content brings in active engagement, the more informed you’ll be when planning your publishing schedule.

7. Email Engagement

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60% of marketers state that email marketing is producing a positive ROI. Someone opening your email for a second is measured on the same level as someone opening your email for 30 seconds. This view is limited because half (51.1%) of those opens last for less than two seconds. This is why it’s important to also track your email engagement data, if you can.

Email analytics tools like Litmus track email engagement based on how many seconds your email was left open. An email is marked as “glanced” if it was open for a maximum of two seconds, “skimmed” if it was open between two to eight seconds, and “read” if left open for longer than that. While this approach has some limitations, with enough analysis and testing it can still provide a deeper understanding of how your audience engages with your email, and what you need to do to improve that engagement.

Conclusion

While the above points are not mandatory, they do provide far more insight than simply looking at page views, visits, or likes. If you truly want to raise awareness and build deeper relationships, start tracking your metrics right away.

Customer Value Optimisation (Infographic)

 Do you often baffled with customer management problem?

Worry no more. This post is created for those unfamiliar with digital marketing and customer management. Most of the time, marketers and entrepreneurs stuck at various levels of problem. There’s just so much to learn. From beginner to seasoned pro, marketers are all looking to get better at their job. They are always looking for an edge and it’s also our defining characteristic.

The following graphic has the same system Starbucks and McDonald’s have used to corner the coffee and hamburger markets. The system works perfectly for small and enterprise level businesses. It works whether you sell traditional products, digital products or services.

There are only three ways to grow a business:

  1. Increase the number of customers
  2. Increase the average transaction value per customer
  3. Increase the number of transactions per customer

When you’re learning new tactics like Twitter, Google Analytics or Facebook Advertising you’ll need to constantly remind yourself of the customer value optimisation process. Otherwise, you’re wasting time and money.

There is additional profit in understanding other digital practices such as PPC and SEO in and of itself. There is enormous profit in understanding how to apply these traffic strategies to the customer value optimisation process.

Here is a flowchart of the customer value optimisation process:

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Social Media Checklist 3.0 For Business (Infographic)

Many marketers are still wondering how to target the right audience on social media.

Most of them are confused by the best way to create interesting content for their audiences and engage with them. If you find yourself stumped at the prospect of using social media marketing to promote your business, the following guide can help. Follow these easy suggestions to create a consistent social media internet marketing presence on multiple channels.

The infographic below is presented with easy-to-follow suggestions and tips that will help you create a consistent social media presence on multiple channels (including Facebook, Twitter, Pinterest, LinkeIn, Google+, YouTube and SlideShare). This is a great resource to start businesses of all sizes who have heard great things about social media marketing but don’t have the slightest idea where to start. Keep analysing the impact of your work so you understand what strategy is working and what’s not!

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Pinterest Promoted Pin Feature Is Now Available For All Advertisers

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Pinterest Promoted Pin Feature Is Now Available For All Advertisers

After the initial success with its beta advertising program, Pinterest has announced that it will expand its chief monetisation apparatus named Promoted Pin to all advertisers, starting January 1st.

The visual based social media company has introduced the program in June, which offered advertisers the chance to run pins that are targeted to users based on age, sex, location and interests.

The initial deals with Kraft and General Mills which become the early partners in the program “have been so promising”, said Joanne Bradford, Pinterest’s head of partnerships. The company claims the average promoted pins is shared 11 times, on average, meaning advertisers got about a 30% bump in earned media for their campaigns.

“Like other Pinterest content, promoted pins also have a long tail”, said Bradford. She added that promoted Pins got a 5% increase in earned media a month after a campaign ended. In allowing for greater monetisation of its platform, which is now used by about 70 million people globally, Pinterest may begin justifying its $5 billion valuation. The company, which was founded in March 2010, has received more than $760 million in venture capital to date.

Furthermore, Pinterest competes with other social media platforms, including Facebook and Twitter, for the same target market. Unlike Pinterest, such competitors have formed relationships with advertisers over the past few years and have battle tested their ad programs in front of large audiences.

Premium Social Media Content Distribution Guidebook

social-media-content-marketing

Paid content distribution service is a growing market with a a lot of option to choose from, all of which point toward the same goal: delivering your content to the right viewers.

In today’s article you will find in-depth guides for navigating each of the four major social media platforms: Twitter, Outbrain, Facebook, and LinkedIn. You will learn the best Twitter campaigns for your brand, how to grow an audience through Outbrain, how to do a “hyper-targeting” with sponsored Facebook posts, and boosting your thought leadership on LinkedIn.

Whether you’re just getting started on social media marketing or looking to run a mix of sponsored posts on multiple platforms, let this comprehensive guidebook light the way.

1. Twitter

Twitter Logo

Twitter is the best go-to channel when you want to drive a little extra paid traffic to a post. Visitors from Twitter tend to be highly engaged and are very likely to share your content, creating an organic boost on top of your social distribution. However, you can do a lot more than simply drive referral traffic on Twitter. Here are four types of sponsored Twitter campaign which offers unique benefits:

  • Engagement Tweets. Use Engagement Tweets if you want to encourage more people to click on a link and read your content. This is the easiest type of campaign to put together. You can either compose a new tweet on the campaign page or just choose one you’ve already published.
  • Followers Campaigns. These campaigns are set up for the sole purpose of gaining new Twitter followers. They’re basic—just text, no links or multimedia of any kind.
  • Website Cards. If you want to add a call-to-action button to your promoted tweet, you can create a campaign for website clicks or conversions. It’s best to use this type of campaign to promote a piece of content that has an actionable conversion, such as an ebook that can be downloaded in exchange for an email address. You’ll have to create a Website Card, which includes an image, a headline, a URL, and a call to action for your reader to click. To track conversions from that call-to-action button on the Website Card, set up a website tag.
  • Leads Campaigns. Similar to conversions campaigns, except you’ll be creating a Lead Generation Card instead of a Website Card. The Lead Generation Card is optimised for gathering email addresses directly from Twitter, whereas the Website Card is best for adding a visual touch to a piece of content that readers can click that leads to a conversion on your website.

No matter which campaign you choose, there are a couple of similarities across the board. In terms of scheduling, you can either start the campaign immediately and run it until you exhaust your budget or choose specific start and end dates. Twitter recommends using a few tweets for each campaign that allows you to diversify your offerings and engage a wider audience, but, most importantly, it allows for trial and error, so you can optimise future campaigns.

It would be better if you can include three main parts in your budget: 1) a daily minimum budget 2) a bid range per engagement and 3) total spend for that campaign. The budget and bid can be adjusted while the campaign is running. For example, you might want to adjust the bid at different times of the day or week, such as when a buzz-worthy event takes over the conversation on Twitter. During these instances, you may have to bid higher to get eyeballs on your content.

Twitter allows you to view your campaign statistics based on a certain range of dates, platforms, locations, and demographics. The “Engagements” tag will break down campaign performance by individual tweets, impressions, clicks, retweets, replies, followers, and engagement rate. Pair this information with the offerings from Twitter Analytics to see how your sponsored tweets are performing in comparison to your regular posts.

2. Facebook

New Facebook Logo

It’s much simpler to create sponsored posts on Facebook than on any other social platform. Before or after you post a piece of content on Facebook, just click the blue “Boost” button and customise.

First, choose the audience you want to reach. If you choose “People who like your Page and their friends” or “People similar to people who like your Page,” then the majority of the targeting is done for you. You simply have to add a price and start the campaign. However, if you choose to target your own pool of users, you can narrow your audience by location, age, gender, and interests.

While a campaign runs, you can add money, but you cannot adjust your targeting specifications. Once the campaign is completed, click the “See Results” button at the bottom of your post to review how your campaign performed.

In our experience, CPC seems to be a bit higher on Facebook than on Twitter. However, hyper-targeting by location on Facebook has proven incredibly useful. For example, it’s a good place to target readers who freelance in Chicago if you want to promote a piece about the best coffee shops to work from in the city.

3. Outbrain

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Outbrain, a content discovery platform, is a great option for publishers looking for an easy and efficient way to drive readers to their site. How do you do that? By generating lots of headlines. Outbrain places these recommended links next to and below articles on high-quality news sites like Hearst and Condé Nast publications, so they must be engaging enough for readers to click on.

To start, choose “Create New Campaign,” and submit the URL of the piece of content you want to promote. Name it, put in your budget, and define your schedule. Choose your type of campaign based on the format of the content or where you want it to appear: video, mobile, or desktop. In general, mobile CPCs do very well, especially with fashion and retail content.

The budget can be assigned on a monthly, weekly, or daily basis. You’ll often see lower CPCs earlier in the week, month, or quarter, and then it becomes more competitive to get eyes on your content. So budget accordingly. For example, if you have $10,000 allocated for a quarter, spend $5,000 in the first month, $3,000 in the second, etc. If you decide to set a daily, weekly, or monthly budget cap, Outbrain’s system will divide by each day to distribute content evenly.

Now, for the headlines: It’s best to come up with several variations for each link and include different images and subheaders. Oubrain’s algorithm will optimise and show the best performing ones more often.

When it comes to measuring the success of your content distribution, Outbrain primarily tracks clicks, but you can also track conversions through a code that you embed on your page, similar to Twitter. Outbrain recommends a CPC for each piece of content, and if you’re beating that with a lower price per click, it’s a good sign you have a strong content strategy and engaging headlines. But be sure to check the visit duration and bounce rate of your Outbrain referral traffic in Google Analytics to make sure Outbrain readers are actually sticking around once they land on your site.

4. LinkedIn

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LinkedIn’s ad program is known as “the holy grail of hyper-targeting marketing”, especially for B2B marketers. You can target audiences based on the city, gender, age, LinkedIn groups they might belong to, skills, and even schools they attend or graduated from. Still, the most unique and useful option that LinkedIn provides is targeting by company name, category, and industry size, as well as by job title and seniority. For example, if you’re looking to acquire in retail, you can promote a thought leadership piece relevant to retail marketers’ interests and target them directly, even going so far as to target the senior VP of a specific company.

The budgeting options are similar to Twitter, which offering the ability to set a total budget for the campaign, daily maximum spend, and length of time you want the campaign to run. However, LinkedIn differs by offering the option of paying per click (every time someone clicks on your post) or per impression (every time LinkedIn shows your post, per 1,000 impressions). You can choose one and then enter a bid for the most money you want to spend when the action is completed.

You can also set up a few broader campaigns and assign multiple pieces of content to each. Continuing with the above example, say you want to target retail companies with multiple pieces of content and just a $500 budget. Set up one overarching campaign for targeting these retail companies and then simply choose that targeted campaign when you go to sponsor each piece of content. The results will show up directly under the sponsored post on your page with an option to further manage or adjust the campaign as it progresses.

Final Thoughts

Each of these platforms gives unique opportunities for your needs in terms of boosting distribution and audience growth. By testing out each one, you can find the one that serves your objectives the best. All that you need is experimenting with each social media channel and double down on the ones that are most effective for your content mix.

What Does Your Brand’s Colour Tell About Your Business? (Infographic)

Major brands in the world are defined by their colours. Think of McDonald’s unique “M” curves, the name Jet Blue, and UPS’ slogan, “What can Brown do for you?” These big names and many other companies strategically use colours in their logo, website, and product to appeal to customers. Therefore, it’s important to think about how you utilise colours and what the colours you choose say about your business.

Research has found that different colours provoke different reactions in people. Integrating your brand colours in your logo, landing pages, product, and more will help you achieve the highest impact. In the following infographic, you will find the underlying meaning behind multiple colours that you can use to find out how each colour can help you connect with your consumers.

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Customer’s Loyalty Versus Sales (Infographic)

Latest research shows that customer’s loyalty is not the sole factor that drive more buying.

The fact is, 80% of customers are willing to switch brands and stores because of a promotion. Once they switched from your brand, most of them are not coming back. Customers (especially casual shoppers) are not as loyal as you might think, that’s why continuously attracting their attention as often as you can is very important. In the infographic below, you will learn that the old myth about the relationship of customer’s loyalty and sales development is not quite true.

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Seven Essential Points For A Better Web Conversion In 2015

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Every year, digital marketers try to get more result with less effort. With mobile world maturing each day, online marketers have never needed to learn more and do more just to keep up.

While new advancements and opportunities arise constantly, the beginning of a new year always seems to be a good time for planning and goal setting. If you want to get the best out of a website, here are seven essential points you may want to include in your 2015 resolutions:

1. Going Multi-Channel

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Multi-channel is the real deal for marketers. Your potential prospects and loyal customers use various channels to interact with you, whether it could be your website, mobile site or app, email, social media, phone number, fax and physical stores. Their experiences in each channel affect their perception of your company.

Therefore, being consistent is very essential for multi-channel marketing strategy. A poor experience within any one of your channels can tarnish your brand’s credibility. However, consistent multi-channel experiences don’t happen automatically. You need to carefully manage each channel to deliver the best experience for your prospects and customers. More importantly, a smooth multi-channel service will make them comfortable, assuring more purchases in the future. Start identifying which channel is appropriate for which tasks and optimise the platform according to its usability and user experience.

2. Improving Mobile Experience

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Mobile devices are now considered the screen of choice for many consumers. Up to 72.8% of mobile phone users will access the Internet on their devices at least once a month. This fact might be great for marketers, right? Not really.

When we talk about conversion, mobile continues to perform badly. For one, mobile is still not seen by consumers as a conversion device. Aside from the inherent difficulties of smaller screens and the persistence of security concerns, most mobile sites and apps suffer from usability issues that discourage customers from transacting. For instance, some mobile e-commerce sites continue to frustrate users by requiring them to fill out numerous form fields before they can complete their purchase.

So, if you want to solve the mobile conversion paradox for your company, get ready to pull up your sleeves for some number crunching. Do the math, and follow the numbers.

3. Segmenting And Targeting The Visitors

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With the multitude of affordable and free analytics tools out there, there’s no reason not to segment. With Google Analytics, for instance, you can create specific segments of your visitors based on their actions and behavior. You can then set up your content, promotions, and other campaign elements based on these insights.

Segmentation and targeting are, in fact, the first steps to personalisation. Ignoring these two aspects is the easiest way to lose relevance. Don’t take your “blind shooting” strategy into 2015. Start segmenting your customers based on their demographic and psychological graphic profiles, online behaviors (like cart abandoners, frequent visitors, or high-ticket buyers), and the unique characteristics of your business (such as product lifecycle, seasonal demands, etc.). Combine these insights so you can create more compelling messages, more targeted offers, and useful content for the different aspects of your marketing campaigns.

4. Personalisation

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Customer personalisation on the websites of larger companies becomes a common thing these days. Unfortunately, the majority of websites don’t have personalisation elements in place. The truth is, only 25% of companies are using website personalisation, despite the clear benefits of personalised web experiences on conversion rates.

If you haven’t started on personalisation, you’re leaving a lot of money on the table. There are now a lot of easy and affordable third-party services that can help you start personalising your website, so there aren’t many valid excuses left for not getting started. A deep personalised website can sometimes create a big difference between providing delightful experiences and setting customers up for disappointment.

5. A/B Testing

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Marketers often use the terms “website testing” and “conversion rate optimisation” interchangeably, as if they are the same thing. Unfortunately, these folks don’t realise that testing is not the whole picture until they reach the plateau – the local maximum point – in their testing efforts. You know you’re at the local maximum point when your new versions aren’t winning against the control as much as they did when you first started testing. Higher converting variations of web pages become harder to come by, simply because all the low hanging fruit and the best ideas have been used up. The point is, while A/B testing is one of the most useful tools for learning what works (as opposed to working from gut instincts and opinions), you do your company and yourself a disservice by limiting your optimisation efforts to testing.

Instead, you should:

  • Understand what circumstances would make testing inappropriate.
  • Focus on profit improvements and not testing velocity.
  • Have tactical and strategic testing tracks going on side by side.
  • Pick flexible testing tools that allow you to test non-trivial ideas.

Stop obsessing about A/B testing and start devoting attention to other activities that are fundamental to the success of your conversion rate optimisation program: primary user research, experientially looking at every touch point, and re-examining your business model and your organisation. Remember, you’re not trying to win more tests, you’re trying to grow a business.

6. Website Redesign

Some marketers are afraid of making radical changes to their websites for fear that the new design may fail to bring more conversions or even perform worse than the original. Most of the time, however, the failure of a website redesign comes from the lack of or poor implementation of a conversion-centric framework during the project.

You’re not going to make quantum leaps past some point if you always just perform incremental tests on what you have. Instead of focusing on figuring out which button color, font type, or spacing converts better, uncover the serious issues that majority of your users encounter by running usability studies. You can also review your architecture and user scenarios to see if your site is optimised for the different roles and tasks of your visitors.

Granted, if your site is performing well and usability tests don’t reveal any red flags, doing a full redesign just because you’re bored with the old look is rarely a good idea. But if your site (like many) has major flaws that are affecting the entire user experience, you’re likely to make greater gains with a full conversion-centered redesign than by optimising bits and pieces.

7. Investing In Conversion Rate Optimisation

In 2014, bigger companies was starting to beef up their conversion capabilities by creating and filling new, full-time conversion rate optimisation (CRO) positions in their organisation. These companies now have either a team or an entire department responsible for CRO initiatives. Now, imagine in the coming year going up against a company with a dedicated team not just for website testing, but also for doing usability studies, enhancing user experience, creating persuasive copy, personalising content and offers, and so on. Start-ups or smaller companies are at a disadvantage given their limited resources; however, that doesn’t mean you can’t at least strive to get your company started with website optimisation. If you’re in charge of online marketing, be an advocate for CRO by encouraging your team members to learn about the discipline, and actively support or recommend the inclusion of CRO training as part of human resource development plans in your organisation.

Conclusion

You probably have a limited budget and an even more limited amount of time, so be realistic in what you set out to do. The pace at which technology advances will always be greater than your ability to implement new optimisation tricks. Pick the one or two areas that will really move the needle for your company in 2015, and focus your resolutions around those. Then this time next year, you can look back at what you have accomplished, take an inventory of the latest innovations, and move on from there.

Social Media Business In Mobile World

Mobile Marketing

2015 is literally the year of mobile.

Statistics show that 90% of middle-aged Australians own a cell phone and 58% of them are smartphones. When people aren’t texting or checking email, they’re surfing the Internet or checking their social networks, even while they’re in the shower. If you already know how important it is to make sure your website is optimised for mobile devices, but don’t forget to do the same for your social content too.

Why should you optimise your social content for mobile?

Because that’s where your customers are. Recent researches show that:

  • Australians spend more time on their mobile devices than they do watching TV.
  • Social media is the top Internet activity.
  • A whopping 60 percent of social media activities happen on a mobile device.

As you build your brand, it’s crucial to remember that a lot of people will see your messages on a phone or tablet. In fact, it may be the only way some see it as more folks ditch laptops and PCs for iPads and smartphones. Sounds great, but how do you do it? Easy. As long as you keep the following tips in mind, optimising your social media content for mobile is easy and won’t add a lot of extra time to your already busy workday.

1. Ramble On

There used to be a “philosophy” that said brands should keep their messages short and sweet to accommodate the smaller screens of a mobile device. It turns out, though, that people like to read long form content on tablets and smartphones. So go ahead and link to long blog posts and other lengthy content right on your social channels. Timely, relevant, in-depth writing will help push you to the top of the thought leader pack in your industry.

2. Visualise it

If you can feature your message in a picture, infographic, or other cool visual, do it. Closely cropped images, videos, and scrollable charts all make terrific, eye-catching content that looks super on a smaller screen. Additional points: visual content is always a winner on social media.

3. Move Along

The combination of social media and mobile devices means you’re right in your customers’ pocket or purse at all times. You move along with them wherever they go. Use that to your advantage by coming up with ways to engage your fans and followers on social media when you know they’re doing something in particular. For instance, if you make camping gear, encourage customers to take a picture of their campsite to share on Instagram

How To Create A Kick Ass LinkedIn Profile (Infographic)

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Statistics have shown that LinkedIn marketing is 277% more effective than Twitter or Facebook for lead generation. However, many companies and brands still get frustrated before reaching success.

Your LinkedIn profile is often your first online impression as it usually shows up at the top of Google results when someone Google’s your name. It is essentially your online professional presence and it’s imperative that it conveys that you truly are a professional.

This LinkedIn profile infographic details every single step you need to craft the perfect profile. If you follow each step, you will not only look good but also attract and engage your ideal clients to take action and reach out to your LinkedIn campaign.

creating-a-kick-ass-linkedin-profile-infographic

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