The top five most important factors of online advertising, standing out on LinkedIn, building a following and is social required to get a job?
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Q:What are your top five important factors of online advertising?
1. Add value - Users are in control of the online space. If you're pushing out advertisements that serve you and not your audience they will ignore, block and skip them.
2. Know your metrics - Understand what you're hoping to accomplish. You should have some measurable result that is tied back to every campaign. Do you want to grow your e-mail list? Drive more sales? Get people to show up for an event? Advertising for the sake of advertising is throwing away time and resources.
3. Be authentic - Understand the brand story and reach out to your audience in an authentic way.
4. Target - We're past the point of mass media buying. The beauty of online advertising is how incredibly targeted you can be. Are you trying to reach 28 year old religous female dog owners? Guess what? With Facebook you can do that. Want to target people who are passionate about ball bearings? Yup, you can do that too. By targeting not only can you laser in on the people most likely to engage, you can also craft a message that specifically resonates with them.
5. Always be testing - Online advertising makes it extremely easy to test multiple different campaigns, landing pages, messages, etc... to see which performs the best. Small changes in wording, capitlization, imagery and tone can make a huge difference at scale. Don't assume you've "guessed" the most effective approach, test and learn what approach works best.
In your opinion, how can I make my LinkedIn profile stand out to future employers without being over-the-top or unprofessional?
Demonstate passion for your industry. I don't mean this in a fake, over the top way where you literally spell out "I'm passionate about advertising." Demonstrate that you're passionate. Have a link to a blog where you discuss important topics related to the industry. Get internships with local agencies demonstrating you value learning over partying or getting a unrealated to get a quick buck. Ask for recommendations from those you worked with at those agencies.
It's really easy to see who is actually pasionate and interested about an industry and those who are faking it. Dive in and demonstrate it. It makes it very easy to stand out via LinkedIn profile or through your resume.
When a business is just starting up and decides to use social media to advertise their new business, how do they get people to follow and trust them right away when they do not have much, if any, business or other followers?
You start small. There is nothing wrong with only having a few followers when you start out, one follower is better than no followers. The easiest first step is to ask friends, family and coworkers to follow you. That should be enough to at least get a dozen people. From there, start posting valuable content supplemented with free organic tools like hash tags or occationally asking for retweets or reposts.
If you're regularlly posting valuable content then naturally you'll start gathering a following and build trust.
I have some friends who recently have chosen to delete all of their social media accounts and no longer partake in any social media. Would you say this is a good or bad move professionally? As long as you have a resume and some samples of your work is it really necessary to have any other platforms?
Can you get a job in advertising without a social media presence? Probably. Is it a good career move? Definitley not. You're going to fight an uphill battle in any communication based field if at every interview you have a conversation about how you swore off the biggest behavioral shift of this century. How can you be an effective advertisor if you don't communicate the way your audience does?
Comments & Feedback
I know that marketing via the internet is becoming extremely popular and from what I can tell it is much easier and less time consuming than traditional marketing. In your opinion, do think we could see a day where online, organic marketing is the new "traditional marketing"?
Social media sites like Google+ simply have not taken off as expected. However, the platform fits somes brands almost perfectly. What would be a good method to getting something like a Google+ page more traffic? Aside from the obvious such as posting a link to the Google+ page on Facebook or Twitter.
I completely agree with your sentiment about deleting social media accounts. After all, would you trust a doctor that doesn't take medicine? Or a banker that keeps his own bills in his mattress? No! Especially in an industry where you are constantly searching for the next big thing, it's actually helpful to see what others are up to and get inspired by their work or ideas. Just the other day I saw a twitter campaign for shampoo that I actually think could be a springboard for a B2B banking campaign. If I was dedicated to an "unplugged" lifestyle I would have never even seen that tweet!
What if your company relies more on B2B rather than B2C business. Social media is a bit out of range for the target audience. Would you spend more on SEM and SEO? Should the company just use social as a portal to the Website?
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I think the number one thing about online content and marketing is definitely adding value. Whether it's in your career, business or even personal life adding value to whatever you do will make it that much more better and marketable.
Another thing I believe to be huge is making sure that you are passinonate about what you do, and portraying that to current or future employers is imparative. Conveying that over a personal website or your social media pages is a good way to make yourself known in a positive light.
I'm wondering if professionals think being creative (i.e. having a pink resumé) and standing out is better than remaining professional and following suit; is there somewhere to draw the line, if so how do you tailor it to be company/industry specific.