Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.
Issue link: http://automaticmerchandiser.epubxp.com/i/616338
Google said the new version will make it easier for users to con- nect with others through Google+ groups and fnd content through its "collections" and "communities." The bottom line is that maintaining a company profle on Google+ can help with SEO because Google con- tinues to capture 80 to 90 percent of all online searches. And when potential customers search for opera- tors like you, you'll want to be on the frst page of those search results. The most powerful business social media tool is LinkedIn With 118 million members in the U.S. alone, LinkedIn has become the most powerful social media platform among business people from all industries. While Facebook for Busi- ness is trying to compete, nothing comes close in terms of credibility and sheer popularity. LinkedIn boasts that two new members sign up somewhere in the world every second of every day. While future columns will explore its business-building power in greater detail, the fundamental keys to success on LinkedIn are a detailed personal profle and making solid "connections." Your profle should include fully completed sections, such as the pro- fessional headline (and photograph), the summary, experience, skills & endorsements, recommendations and groups. Make sure the written portions are honest, genuine and refect what you can offer to those with whom you wish to connect. To build a robust group of con- nections, there are two essentials. First, use LinkedIn's automated connection requests function, but delete the pre-written, impersonal message, "I'd like to add you to my professional network on LinkedIn," substituting it for a personal mes- sage that uses the person's frst name and refects how you know that person. Second are LinkedIn's groups, which enable you to connect to other members with whom you share a common interest. For instance, LinkedIn has a "Vending Industry" group (10,000+ mem- bers) and a "Coffee Connections" group (19,000+ members), as well as other groups in our industry. Most importantly where LinkedIn groups are concerned, forgo lots of groups that include your peers in favor of joining those where your prospects can be found. LinkedIn members are allowed to join up to 50 groups and 50 sub-groups, so make sure to join popular business groups in your city or town, or groups in indus- tries that you have targeted as great customers for your business. Finally, through LinkedIn's groups and long-form posts, you can push content out that positions you as an expert in vending, coffee ser- vice and/or micro markets. Doing so doesn't have to be a chore because LinkedIn allows you to re-post articles and existing material that you believe will be relevant to your connections and your fellow group members. You can even "share" another LinkedIn member's content with your own connections! Content Your Website Call-to-Action SEO Awareness Leads Figure 1: Social/Digital Lead Gen System Facebook is primarily a B2C tool and shouldn't be your first choice in B2B marketing. December 2015 VendingMarketWatch.com Automatic Merchandiser 35 O N L I N E O P P O R T U N I T I E S