December 2016

New year, new me. That’s what LinkedIn is saying as they prepare to completely overhaul their existing desktop site over the next few months.

Here are five changes coming to LinkedIn’s desktop site in 2017:

• Visual changes. These modifications are perhaps the biggest changes, or at least the most noticeable. LinkedIn will incorporate design elements of their mobile app to bring a “cleaner, simpler, and more intuitive” feel to the desktop website. Members will be able to more easily access their notifications and job alerts, as well as updates from their connections. LinkedIn saw much success with the launch of their mobile app last year, and wanted to create a desktop site that would complement the mobile app.

• LinkedIn Record. With the massive increase in video content we will see in 2017, it’s no surprise LinkedIn is creating a native video app, called LinkedIn Record. Users will be able to record live video about curated topics and upload it to their profiles, interacting with their connections in real-time. Right now, only Influencers have access to the app, but it will become available to everyone soon.

• Loss of Advanced Search. Currently, anyone can conduct an advanced search, filtering LinkedIn members by specific criteria, saving searches, and sorting companies. This will change in 2017, and only Premium members will have access to these advanced search functions.

• New company pages. Company pages will get a completely new look, including a new experience for page admins. The new page is cleaner, with the company’s updates and connections in the center of the screen, rather than to the right-hand side. Current example: https://www.linkedin.com/company-beta/1534?pathWildcard=1534

• Chat. LinkedIn is also implementing a chat function, similar to Facebook Messenger, to better help members connect with one another. The new chat system will also include “messaging bot technology” than can help schedule meetings, among other things.

As with any major changes to a website, there is a chance that users could lose some of their information. It’s important to back up your connections and profile information in case any of your LinkedIn data gets lost in the move:

• Export your connections. Protect your list of connections by exporting them to your computer. Hover over the “My Network” link at the top of any page and then click “Connections.” Click the gear icon, and then choose “Export LinkedIn Connections” on the right-hand side of the screen.

• Save your profile as a PDF. Simply go to your profile and navigate to the “View Profile As” button beneath your photo. Then, hover over the down arrow and select “save as PDF.”

These changes are big, and while we may not like some of them at first, we will adapt and learn to embrace them.

This year has flown by…we are already only a few weeks away from 2017!

Content marketing can be difficult—in fact, according to research conducted by The Content Marketing Institute, only 41% of businesses have clear idea of what it means to implement a successful content marketing plan (page 10). Furthermore, 37% of survey respondents said their business had little commitment to content marketing (page 12). A fourth of businesses said their marketing approach was unsuccessful (page 13), and only 37% have a content marketing strategy in place (page 19).

We want to help you better understand how your B2B organization can excel in marketing in 2017. Here are some things to think about in the new year:

• Record, stream, share. It’s hard to log into any social media site and not see the latest video challenge, interview clips, recordings of events in your company, behind the scenes, and how tos. Facebook, Snapchat and Instagram have created a world where you can send clips of videos to anyone in the world with the push of a button. We live in highly visual world and we like being able to experience things which is why video has become such an integral component of your marketing plan.
  
  In fact, according to Cisco’s Visual Networking Index forecast, video will comprise 80% of all Internet traffic by 2019. Utilizing video, whether it be a free platform such as Facebook Live or Firetalk, or a paid hosting service like Huzza (starting at $29/month) or Crowdcast ($29 and up/month), will be crucial to growing your business and reaching your customers. Incorporating video into your digital marketing strategy is a must.

• Know your numbers. 62% of B2B marketers found their organization’s content marketing more successful this year than in the previous year (page 14), but this does not come without carefully analyzing your company’s current social media insights, Google Analytics, and ecampaign statistics. This should become a monthly routine for your company. It’s important to keep track of these numbers using a spreadsheet so you can compare data from month to month. Review this data to better understand what is or isn’t working in your marketing efforts. You can’t depend upon your personal preferences or what you think is working to lead you to success; instead, let the numbers guide you.

• Go offline. No matter how pristine your company’s digital presence is, it’s just not the same as meeting face-to-face with current and potential customers and partners. Speaking opportunities, sponsorships, and networking events are crucial to building a solid customer and partner base. Don’t forget to look for award opportunities that your business can apply for. Check with your local Chambers, Business Couriers and Associations. 

• Refresh and rejuvenate. Things get boring if they stay the same for too long. 2017 is the year to give your website a makeover. Perhaps the most important thing to consider is if your website content appeals to your client. Oftentimes, we get so caught up in wanting to market ourselves that we forget to draw connections between our services and what the customer needs.
  
  Here are a list of some more questions to consider: Is your site mobile friendly? Do you have inbound marketing opportunities, such as downloading a video or taking an assessment? Does your “about” page only talk about you, or do you talk about what problems you solve and how you help your customers? Do you have a blog (and a blog that you haven’t updated since 2013 doesn’t count)? If you do have a blog that hasn’t been updated since 2013, is it time to consider investing in a ghostwriter?

• Align sales and marketing. Perhaps over the past year, you’ve evolved the way you talk about yourselves and your service offerings. Do your marketing efforts align with the new message you want to send? It’s essential to list all of your available services on your website and social channels. Think about the last time you looked at your own website and gave it a once-over. If it’s been at least six months, it’s time to look again. Your website is your credibility, your reputation, the first thing many potential customers will see. You want to make a good impression. This is also a great opportunity to get your employees involved in the marketing process. Welcome any feedback from them as they are the front line to hearing the wants, needs and challenges of your customers. 

• Keep creating. There are infinite channels on which you can display content. Whether you use social media, e-newsletters, or your website itself, you can always find a place to promote content. And there is always more content to create. Infographics, videos, case studies, webinars, blog posts, career articles, research, white papers, client testimonials…the list goes on and on. 85% of B2B marketers said their marketing strategy saw more success when they created more content (page 15). So…keep writing, keep designing, keep posting, keep sharing. (quality not quantity will win this battle)

There you have it. 2017 is quickly approaching, and if you keep these tips in mind, you and your company will be ready for it.