Guest Blogger: 5 Smart Ways Your Nonprofit Can Market Matching Gifts Online


This blog post is written by Guest Blogger Adam Weinger.  Adam is the President of Double the Donation, the leading provider of tools to nonprofits to help them raise more money from corporate matching gift and volunteer grant programs. Connect with Adam via email or on LinkedIn.



Nonprofits seeking to boost donations through the power of corporate giving programs understand that strategic promotion is half of the battle.

For charitable organizations, marketing is always a priority. Between getting the word out about your cause, upcoming fundraising events, and volunteer opportunities, you’re always promoting something, usually online.

So where do important corporate giving opportunities like matching gifts fit into the picture?

To find out, read these 5 ways you can leverage your nonprofit’s online presence to promote matching gifts:

  1. Make the most of matching gifts during the donation process.
  2. Time your matching gift promotions right.
  3. Educate your donors on a dedicated matching gifts page.
  4. Use eye-catching visuals to spread the word on social media.
  5. Send personalized matching gift email communications.

When you leverage the power of matching gifts, your organization can open up a world of double or even triple the fundraising potential. And when you see how easy promoting these programs can be, you’ll wonder why you haven’t been doing it all along!

Let’s get right into it.


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1. Make the most of matching gifts during the donation process.

Your donors are most receptive to matching gift promotions during the donation process.

Think about it: once your supporter clicks onto your online donation form and begins inputting their information, they’re already committed to the giving process and clearly in the charitable spirit.

Additionally, because they’re already showing interest in your cause, they’re likely to be open to extending their gift’s impact through just a few more steps.

You can push your online donors toward completing the matching gift process by including resources at every point of the online donation process.

Here’s are a few simple strategies we suggest:


  • Add a “Match My Gift” checkbox on your donation form. Your online donation platform should allow you to create custom fields or options, so don’t forget to include a box that allows donors to opt-in to the matching gift process. Then, quickly follow up with those donors via email to provide next steps.



  • Include a matching gift database search tool. You can embed a simple widget (such as the one offered by Double the Donation) on your donation page, the confirmation screen, and in the initial acknowledgement email. That way, donors can search for their company and instantly learn all they need to know about their matching gift program.



  • Feature a bright call-to-action button. Lead donors to a separate corporate giving or matching gifts page or another informative resource that explains what matching gifts are, how they work, and what a donor needs to do to follow through with the submission process.


Remember: many supporters overlook matching gifts because they don’t know they’re an option. Highlighting matching gifts when donors are already engaged in the donation process will ensure they won’t miss this corporate giving opportunity.


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2. Time your matching gift promotions right.

Savvy nonprofits know that timing is everything, and that’s certainly the case when it comes to marketing matching gift opportunities.

Don’t get us wrong—you should promote matching gifts all year long. That said, there are a few key times when matching gift promotions are most relevant and actionable for your donors:


  • Immediately following the donation. You should already prioritize effective thank-you notes as part of your donor stewardship strategy, and you can easily add information about matching gifts to those emails to make sure match-eligible donors submit their requests as soon as they can.



  • During year-end giving. Many corporate giving deadlines fall at the end of the calendar year, so it’s a natural time to follow-up with donors who’ve made gifts throughout the past 12 months to see if their gifts can be matched. (Plus, securing matched gifts is an effective way to reach those end-of-year fundraising goals!)



  • Near matching gift deadlines. If you’re storing your donors’ employer information within your donor database, you can also add associated matching gift deadline information for each company. That way, you can tailor your communications so they align with a donor’s specific matching gift submission deadline.


The more time that passes after a donation, the less likely a donor is to remember to submit their matching gift request.

When you track each match-eligible donation according to that company’s unique submission timeline and requirements, you can make sure you’re keeping in touch with donors so they don’t let the deadline pass them by.

A great way to stay on top of all of your donors’ gifts? Invest in software that can do it for you! Whether you’re logging matching gift information in your nonprofit CRM or automating the entire process using high-powered matching gift software, the right technology can help you stay on top of donations and deadlines so you don’t miss a dime of matched gift money.

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3. Educate your donors on a dedicated matching gifts page.

There’s a lot to consider as you’re designing your nonprofit’s website, but make sure that corporate giving makes the list!

Because your organization’s website is often the backbone of your online presence, it’s important that you pull out all the stops to outfit your site as a one-stop resource for anything your constituents need to know about your nonprofit, including corporate giving information.

You likely already have a general ways to give page. But if you want to show donors how highly you prioritize corporate giving (and matching gifts in particular), we recommend creating a dedicated matching gifts page as well.

A well-designed matching gifts page should do the following:


  • Provide background on matching gifts. Imagine that your site visitors have never heard the term “matching gifts” before—there’s a good chance they haven’t! Keep your explanation brief, but feel free to link out to additional corporate giving resources too.



  • Explain the impact of matching gifts. As with every page on your website, your matching gifts page is an opportunity to showcase your nonprofit’s mission. Reminding donors what their donations (along with their employers’ matching gifts) can do might be the impetus they need to make a gift or submit their match request.



  • Inspire the visitor to take action! Your matching gifts page should clearly provide a next step for the visitor. List any important details about your nonprofit that they’ll need in order to complete their matching gift submission and embed a matching gift database search tool so they can find their specific company guidelines too.


See this example of how March of Dimes embedded a Double the Donation widget to give their donors a tangible next step on their matching gifts page:

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You should include a link to your matching gifts page on your ways to give page, as well as in any social media or blog posts that encourage donors to submit a match request. That way, supporters always know where to go to find out more about matching gifts.

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4. Use eye-catching visuals to spread the word on social media.

You should know by now that social media isn’t going anywhere as a means of promoting your cause and connecting with constituents or potential new donors. But did you know that social media can (and should) be a powerful way of influencing supporters to take part in their company’s matching gift programs?

It’s true! As with any social media post, the best way to capture your followers’ attention when marketing matching gifts is to make your posts as visual as possible.

We know what you’re thinking. How do you take a concept like corporate giving and make it easy on the eyes? There are several ways:


  • Create an infographic. Data can be a great ally in demonstrating the impact of matching gifts on your cause, but a paragraph full of statistics won’t stop donors in their tracks as they scroll through Facebook or Twitter. Make your data more interesting by laying it out in a visual format, like a creative infographic.



  • Do a demonstration. Submitting a matching gift request is easy, but your social followers might not believe it until they see it. Have a volunteer or a member of your team do a live (or pre-recorded) demonstration of your matching gift search tool and show how simple it is to find a company, fill out the paperwork, and double your gift!



  • Design a series of branded graphics. There’s plenty of free design software that your team can use to create professional graphics that promote your matching gift opportunities. On your graphics, you might include statistics, quotes from beneficiaries or staff, or even instructions for submitting a matching gift request.


Not only are visual posts more eye-catching than text-only posts, but they’re also more likely to communicate your nonprofit’s brand and personality, making it easier for followers to develop an emotional connection with your organization.

As you’re posting, be careful not to overwhelm your followers. Don’t post more than 2-3 times per week (unless you’re running a specific short-term social media campaign), and diversify your posts across platforms so that users who follow you on multiple sites don’t see the same content over and over again.

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5. Send personalized matching gift email communications.

Even though your donors won’t technically be giving you any more money from their own pockets, you should look at your matching gift promotions as a kind of donation request letter.

As such, your matching gift communications can help you connect with your donors one-on-one and encourage them to be a part of your organization’s mission.

Here are a few of our favorite strategies for making your matching gift marketing efforts as personal as possible:


  • Use your donor’s preferred name and title. It’s a simple change, but switching from “Dear Donor” to a more personal greeting can show your supporters that you’re reaching out to them individually rather than sending a generic message to everyone in your list.



  • Explain their company’s distinct submission process. When you store your donors’ company information in your supporter database or matching gift software, you can send them materials that communicate their employer’s unique submission guidelines.



  • Keep donors updated on the status of their matching gift request. Don’t let your donors think you’ve forgotten them after they’ve completed their end of the matching gift process. Make sure to keep them in the loop on the status of their request and thank them again after their employer has completed the match, too.


When you have complete donor data on file in your CRM, sending out personalized messages is a breeze. With the right software, you can even automate many of these steps so that most of the matching gift process is all taken care of for you.

Matching gifts can have an astonishing impact on your fundraising results, but perhaps the most surprising part of this strategy is how easy it can be for your team to pull off.

With these tips in mind, you’ll be prepared to go forth and reap the benefits of corporate giving through the power of online communication. Good luck!



Adam Weinger is one of the leading experts on corporate giving programs.

He’s the President of Double the Donation, a company which helps organizations raise more money from employee matching gift and volunteer grant programs. The company partners with nonprofits ranging from arts and cultural organizations, hospitals, educational institutions, and community based organizations to help them increase fundraising from corporate giving programs.

Adam is a frequent contributor to many leading nonprofit magazines and blogs, including NonprofitProGuideStarNonprofit Marketing GuideTop and of course, Double the Donation’s blog.

Organizations looking to learn more about employee matching gift and volunteer grant programs should check out the resources the company provides which include lists of the top matching gift and volunteer grant companies.

Have questions for Adam Weinger or Double the Donation? Email Adam or connect with Double the Donation on Twitter or LinkedIn.

Invest in Your Content Strategy

Content Strategy

“Smart people invest in digital real estate, and the only way to establish it is with a content strategy.”

Content is everywhere. It’s ads and blogs, images, videos and more. But what’s the point of it all? This all depends on your content strategy. A good content strategy plans for valuable, findable and meaningful content for your customers online.

Your digital content must be unique and valuable to your target audience. Before writing a single word on a page, outline your brand’s message and your organization’s goals. Your ultimate goal is to have valuable, flexible content on your website that appears to the right people, in the right places, at the right time.

What makes for a good content strategy?

It’s all business-driven and user-focused that meets a specific goal. Content is built from a number of things. Today, content strategy is the process that ensures your content is published, edited, republished, repurposed and archived. This also means planning ahead for content that needs to appear in other places, sometimes at specific times, so that information can be personalized, such as a holiday campaign for Christmas.

Content strategy should identify content issues, recommendations, priorities and a future timeline to update the content’s structure and substance to improve the user’s experience. You want to make something your audience wants to see and will want more of.

Focus on your message!

Focus on creating a message or evoking a specific feeling in conjunction with your brand. We’ve discussed how bringing emotion can ensure brand integrity and transparency,  but dive a bit deeper. A good brand has meaning, yet is simple enough to stick in people’s minds. Brands are visual, shown in logos and color palettes and verbal, coming across in language and style of speech; furthermore, all of your content should tie-in or identify your brand to remind customers of who you are.

The key to good content is forming a clear call-to-action. Calls-to-action encourage customers to act on something right away. This is the best use for content as it draws audiences in and interests them in your business’s and website. Posting meaningless information will not benefit you or your audience. By creating strong and useful content, you will build a better audience who identifies your website as a valuable resource.

By investing in your content and focusing your marketing around it, you’re telling your story and standing out from competitors.

Think of content specifically for your channel.

One of the main components of getting your content strategy in order is to develop around the needs of the social media channels you have. Content great for Facebook might preform poorly on Instagram. Think about what these social media channels are designed for.

I want to share with you a GREAT example. For food services, putting your content on Pinterest is a great strategy. There’s so much readily available to re-pin and package into albums and stories that fit with your brand. See what Panera Bread has done on Pinterest, curating both their own content (like this Break Bread album with several links to their blog) and content from outside sources (like this album with tips to take better care of yourself). Panera thinks past the scope of promoting their products and reinforces content that reflects onto their brand. It all fits in with Panera Bread’s cozy, familiar, healthy (but not at the expense of comfort) image

Don’t worry about making a huge strategy for your digital media. Do a little at a time to build up what you have, but with an end goal in mind. It’s okay to repurpose content you already have online for social media or later use. Content is key for gaining traffic to your website, so get writing!

5 Things You Can’t Forget to Do Now That It’s 2015

The end of a year, and subsequently the beginning of the next one, is always a hectic time. There’s always so much going on that it’s easy to continue on with the previous year’s processes, systems, strategies, softwares, and so on. You’re busy busting your butt trying to deliver the best product and service for your clients, and tending to your own business will take the backseat if you let it. And it’ll definitely be tempting to let it.

So, we’re here to say, “Um…hey, don’t do that, okay?”

It may seem like a daunting task to re-evaluate so many of the routines you’ve gotten used to, but think of it this way. There was a lot going on in 2014 and you made a lot of progress. You were moving and shaking so fast, you probably lost track of all the great things you were doing. Why not maximize all of your progress by documenting it, learning from it, and keeping it organized? Here’s some tips that might not sound earth-shattering but will probably inspire you to light a fire under it.

Pull reports. All of the reports. All of them. It’s not fun and it can be time consuming, but there is so much insanely valuable data in those reports that you’d be crazy not to. Not only do you need to see how much time and money you’ve spent on certain things, but pulling year-end reports allows you to evaluate each strategy or technique you tried all at once.  By plotting the success and failures of last year’s campaigns, you’ll be able to more effectively achieve your goals this year.

Re-evaluate each and every platform, service or software you pay for. Whether it’s reporting software, a social listening program, an email-marketing platform, or a magazine subscription, it’s important to stop, step back, analyze the benefits (and the not-so-benefits), and decide if it’s worth anymore of your time or money. Obviously, you need to evaluate if the platform is still cost effective, but products and services that you use have changed and improved and need updates and maybe have even remained disappointingly stagnant in their capabilities. Poke around and see if there are any new features that you can take advantage of to provide value for your clients or utilize to improve productivity. Or dump them. (“Hey Hootsuite, it’s not me, it’s definitely you.”)

Actually write down your plans and goals for 2015! Duh, right? Well, maybe not. This is one of those tasks that seems so obvious and self explanatory, but many people either get busy and procrastinate this task or set goals that are broad, intangible, and thus, unattainable. After looking at all those reports, you should have a good idea of where you’re excelling and where you’re floundering. Establish one main goal, and then set several smaller, uber-specific goals that will ultimately help you achieve that big daddy goal. Example: You want to get more involved with your community and give back in 2015. That’s your main goal. In January, you’re going to do some research. In February, you’re going to set meetings with two non-profits you found. In March, you’re going to meet with an event planner. Etc.

Get organized. Those piles of paper and files and post-its and legal pads scattered around your office are going to kill your 2015 vibe. Clean it, file it, store it, trash it, whatever. Just do it.

Get inspired. Maybe you’re already inspired. Good for you, do your thang, boo. But maybe your enthusiasm has dwindled. It might feel like 2014 sucked the life out of you. But you have people, brands, companies, local figures, etc. that you look up to for some reason or another. You have clients that you’ve hit home runs for. You have competition that you’ve blown out of the water. You might even have some haters (hi haters!). Use all of it. Never lose sight of the reason that you do whatever it is that you do.

Here’s to 2015. May it be a productive year filled with happy customers, successful marketing tactics, and puppies.


4 Meaningful Marketing Strategies Your Customers Will LOVE!


4 Meaningful Marketing Strategies that Won’t Break the Bank and Your Customers Will LOVE*!

It will never make good business sense to try to manipulate, con, or trick your customers to “opt in” to your marketing campaign as a means to increase your numbers.

Customers don’t want to feel like a number. They want to feel like, well, a customer, and like they matter.

My favorite quote from Simon Sinek explains this well: “If you don’t understand people, you don’t understand business.”

Marketing that Makes Sense

It will ALWAYS make sense to be awesome, create value for your customers, and give them a good reason to listen to you, trust you and become a raving fan.

Meaningful marketing, especially within the context of social media, demands that you bring something of value to your audience. When you breach their trust to force them into your funnel, you’ve probably lost them forever.

At the end of your campaign, if you have a lot of clicks, visits and emails, but no customers, you are doing something wrong. These are a few of my favorite ideas that any business, but particularly small businesses can implement for long-lasting results – turning marketing into not just customers, but raving fans!

1. Be a resource of information that helps people solve their problems – without any catches. Write a meaningful blog, share tips on social media that actually make a difference, host free webinars or live workshops, start a podcast.

2. Become a strategic partner for businesses that complement yours. Share their ideas on your social media channels, feature them as guest bloggers, invite them to speak at a live workshop or on your webinar, offer content that might be valuable for them to share on their blog. When your audience sees you are a collaborator with other businesses, it reflects your desire to serve the greater good, and that makes your messages more meaningful.  It is helpful (but not necessary) to have a relationship with these strategic partners. Talk to them about your plan, and involve them in the strategy if possible. If you work together, you’ll reach more people!

3. Reward your loyal customers by surprising and delighting them with special gifts or offers. Randomly award someone at your restaurant with a free cupcake, just for being there. Create a meaningful VIP Email or Text campaign and actually TREAT them like VIPs! Have a fan of the week on your social channels. If you are a B2B company, spotlight one of your business clients in your posts.

4. Plan a Friends and Family event that really shows your most loyal customers how much you appreciate them. Hire a photographer and leverage your social media to tell the story of your generosity. When you consider the cost of giving away food and beverages to 100 or so customers who regularly eat at your place, think about what they will be saying about you, and how that will impact others. Who wouldn’t want to be part of that?!

Creating a buzz around your raving fans will bring more positive impact to your bottom line than almost any other form of advertising, because by creating meaningful marketing, you validate the humans that you are serving and that reaches beyond ROI every single time.

What other meaningful marketing strategies have you seen? What other ideas can you add to this short list?

Have a big idea? Contact us today and let us take your business to the next step! Click HERE.

*No matter what marketing strategies you choose to employ, always place your customers at the forefront. Your Return on Relationships will greatly influence your ROI!

The Top 10 Reasons Your Business Needs to Be Blogging

In the concept of marketing, our biggest goal is to be seen. Customers will so often get lost in the muddle of numerous businesses vying for their attention that before you know it, you have lost your customer to a sea of nonsense. How can you prevent that?

With the help of the Internet, blog posts for businesses have generated a lot of site traffic for business websites, and a good blogging strategy can do wonders for building brand awareness, and developing stronger relationships with your readers. Here is how you can implement a blogging strategy for your own business’s website and how to effectively manage and provide relevant content that will have your business popping up in search engines across the Internet and beyond.

1. Good Content is a Magnet for Good Website Visitors.

As obvious as this sounds, blogs provide your business website with relevant content pertaining to and as a means to attract your audience. What’s more is that this gives your website a feeling of importance and upkeep. Customers will realize that you are active on your website and therefore the content you’re providing will establish your value proposition as a reliable source, and thereby give your business additional credibility online.

Along with content goes the type of content you are posting. Business blogs are not like personal blogs. They have information in them that relates to your business and customer base. For instance, if you are a small business that sells second-hand clothing, you may write a blog on the newest fashion trends for summer or how to save money on fashion finds. These posts should directly connect to your market – and the personas they represent – acting as a landing platform for your client base to recognize a similar interest, explore your website further, and eventually generate revenue through a purchase.

2. Using keywords is important, but not the only thing to consider

Inserting keywords into your content will more than likely boost traffic to your blog, however remember this: quality is always better than quantity.  Always create content for humans first, and optimize for search engines as a secondary motivation.

Provide your consumers with content that would be interesting to them. You want them to find your blog based on related interests, not on keywords. Keywords may drive traffic, but will they keep the customer on your site? Not if the content doesn’t pertain to them, or even worse, bores them. Keep this in mind when creating your content: the main purpose of your blog is to provide an entry point for those with like-minded interests to discover your brand. Providing content that benefits them will benefit you in the long haul.

3. Blogs increase online visibility

“Online visibility” is your ability to be found on the Internet. This most often is done through search engines and they will rank your content and the information on your site based on factors such as keywords, freshness, and . What blogs will help you do is get in front of other businesses fighting to sell similar products or services by increasing your online presence. And we know – as both a marketer and consumer – that customers will typically search online for a business before actually making a purchase from that business. The more present you are online, the higher your business will rank on search caches.

4. Your blog won’t make you money, but your platform should

Your blog will not be a direct source of income (most of the time, we will get to that later). It should act as a landing page in the scheme of Inbound Marketing – a fancy term for locking in a customer to what you are selling them.

Your landing page is what will draw customers in. They will read your content, and if your content is good (and relevant), they should explore more of what you have to offer. Upon exploring, they may find something that also interests them, such as a free download of a PDF or a coupon for 10 percent off an online purchase. These freebies help lock them in to your services provided or products, and eventually should generate sales.

So, while your blog may not directly make you money, it acts as a catalyst for future sales. Take an interest in what you are providing your customers to make the experience a worthwhile one.

5. Blogs establish your credibility

Blogs for businesses help customers feel like they have found a trustworthy source. You are providing them with solutions to what they are seeking and answering questions to their problems. This helps you initiate authority in your field and will give customers the confidence in your business to provide what you are promising and hopefully turn them into loyal customers.

6. Blogs generate long-term results

They say that what happens online stays online, and for businesses this can be extremely beneficial. Unlike social media where posts have a shelf life of minutes, blog posts actually have a much longer shelf life. High-ranking blog posts will continue to show up in search results for a long period of time, therefore increasing online presence, credibility, and a higher volume of customer readership. Sounds like a much more effective way to market your company than just relying on your Facebook feed.

7. Blogging is low-cost

Small businesses (even big businesses) can be stretched for cash now and then, and through blogging, you can save your money on advertising while still getting your name out there. It may take some time management on your part, or perhaps look into outsourcing for blog content, such as Digital Media companies like Maximize.

8. Blogs can become a source of income

If you are using a blogging site like Blogger, your content can generate ads and revenue right from the page. According to big-time business blogger Michael Hyatt, his blog is able to generate a cash flow of at least $35,000 a month. That’s pretty impressive. Of course, a lot more goes into generating revenue than just hosting some content on a blog. Be sure you are actively posting, providing relevant content, and supplementing the business field by what content you are generating on your site for the greatest results.

9. Blogs need to be a part of your brand’s content strategy

At most businesses, you have a calendar in place for posting on your social media. Your blog should be on there, too. Most businesses find the most success from their blogs by posting content every weekday. What’s more: blog posts can even supplement content for your other social media by acting as platforms to drive them to your blog. It’s like killing two birds with one stone. This effective method could be what takes you above and beyond the crowd of other businesses in your field.  Even though the best strategy is daily posting, don’t let that keep you from posting something on a regular basis.  Even if once a month is all you can muster, blogging is becoming an essential part of any business’s online marketing strategy.

10. Blogging creates conversation

One of my favorite things about blogging is the connection I can make with my readers and followers. People will comment on your posts, perhaps ask for suggestions or point out other solutions to what questions you are posing. Respond to these and engage with your readers. Sparking conversation can lead to additional SEO value and also build your credibility and make you seem tangible and approachable as a business that cares about people.

Wondering how you can establish a blog on your website? Contact Maximize today and let us help you launch the process of creating a successful and profitable platform for your business today. Click the link below to get started.

Intro to LinkedIn Company Pages – Part 1

LinkedIn is continually growing in it’s popularity and doesn’t show signs of slowing down. It helps bridge the gaps that other social media channels aren’t able to or just not used to this extent yet.

A few years ago, in the Fall of 2012, LinkedIn announced that a new look for its company pages would be featured. From a users perspective, this release became an effort in bringing a better experience to LinkedIn members. But what did the rollout mean for marketers? As Mike Grishaver, Product Management & Monetization at LinkedIn, said, “this means a more powerful way to build relationships with your target audience on LinkedIn.” With its emphasis on visual and relevant content, LinkedIn’s new company pages now give businesses a more complete set of tools to do effective marketing. but why should you care about marketing on LinkedIn at all? We’ll let the facts speak for themselves.

With over 161 million registered users in over 200 countries and territories, more than two million companies with LinkedIn company pages, and professionals signing up at a rate of approximately two new members per second, LinkedIn is the world’s largest professional social network.

It’s hard not to have LinkedIn on your marketing radar!

With its affluent and influential membership, LinkedIn represents a valuable demographic for marketers. A user can easily discover the people employed by a certain company, or the various types of businesses a certain person has worked for. So if you’re looking to connect with industry professionals and generate leads for your business, LinkedIn should be an integral part of your social media marketing strategy.

Here are 4 tidbits to consider about your LinkedIn company page:

1.) Company Reach

Without putting any efforts into building your company on LinkedIn, chances are many of your employees are updating their personal profiles to show where they work. Every person that connects with that profile may potentially click on your company name and be navigated to your company page and every employee has the opportunity to promote your company. Take advantage of this!

2.) Product Awareness

Company pages on LinkedIn provide a section for talking about specific products. Not only are consumers learning about the products and services your company offers, but they can also see how many of their connections have recommended them.

3.) Search Engine Optimization (SEO)

Did you know that LinkedIn Jobs appear in search results and on twitter? By having a LinkedIn company page, you will greatly increase your visibility across the web. Additionally, LinkedIn is its own search engine for finding jobs and companies, and if you’re not there, you will have missed a great opportunity to be found by a prospect, lead, or potential employee.

4.) Lead Generation

LinkedIn company updates allow you to link to marketing offers. This will draw in leads who are in need of your content or offers. When you post updates to LinkedIn, just as you would on Facebook or Google+, you suddenly have the means to drive huge amounts of traffic and leads back to your website.

We are in the process of writing several eBooks on LinkedIn that we’ll feature periodically. At the end, we’ll combine these offers into one enormous package deal. Stay tuned and also check out our Resource tab in the top navigation.

Enjoy this FREE eBook below to help you understand and get started with your LinkedIn Company Page!

Writing Topics for LinkedIn Marketing Success

Let’s examine an illustration for this example. It may not be perfect but let’s give it a shot. Picture the World as the world of Digital Marketing and one of the continents as “Social Media”. If you zoom in and see the individual states, one of those would be “LinkedIn” and perhaps a city in the state of LinkedIn would be “Marketing”. Well we’re driving in downtown Marketing on “Creating Topics Avenue”. What things are coming to mind as you drive down the avenue?

Now that you’re in the state of formulating questions to ask, here’s some food for thought. Remember though, keep your eyes on the road! No texting and driving.

Key questions in picking your topic… and identify your target market…

(Q) What kind of people are you trying to reach?

I’m sure you already know the type of people that your services are directed to. You see them constantly, they contact you, as well, if necessary. That will tell you what kind of person are they and how you can treat them.

(Q) What do they look like?

Are they fat or skinny? Male or female? Old, young or middle-aged?

(Q) What are they looking for?

What is the final goal they are after, based on the service you provide? What feeling are they trying to achieve with it? Do they need it to feel happy? Do they need it to survive? A lot of needs must be met just for our basic survival.

(Q) What do you actually do for them?

Maybe you are already offering a service for that audience. That will give you a great vision of what exactly you need to inform any new people that fit into that same audience.

(Q) What kind of information would they be interested to know about and pay for?

You already know the needs of your customers; you know exactly what kind of information will be highly helpful to them in order to help them to satisfy those needs. Why don’t you just create a great info-product about it?

(Q) How much money are they actually paying you for it?

Knowing how much you usually charge them for your service is a very important indicator, because if you decide to create a product like a report, video training, software, or something directly related to your audience, you may simply be able to figure out the price tag you can easily stamp on it.

(Q) How would they like to reach that content?

Is it Video, Audio, Written, or Blogging? This is important to know. You may just think about it. Think on their limitations to read, hear, watch or use the computer. If they can do everything, you can just ask them what they would like to know about stuff. Do they like to read? Do they like to watch videos? Do they like to hear audios? Do they like social networks?

(Q) Where are they from?

Maybe you have an audience that comes from other cities or even countries. That will happen a lot on LinkedIn. You need to target every one and adapt your information to all of them at the same time.

(Q) What are your competitors offering to your audience?

In the marketing world, it is very important to study the competition that targets your exact audience. What do they generally offer? What things do they offer that you don’t? Do they have more clients? Do they work additional hours? Do they cover a lot more needs than you?

(Q) Can you offer a better service/product than your Competitors?

Once you know everything about your successful competitors you can just offer the same thing, but with your personal touch plus a lot more great things that they are not offering. You can have special offers, free samples, free call consultation, special discounts, etc.

These questions are very important in deciding how to establish your business over LinkedIn. You can position almost any kind of business over LinkedIn because LinkedIn is more than just a website or a service; it’s more than a simple social network; LinkedIn is a professional social platform composed with a large audience of people with real human needs who are waiting for you and your service to satisfy them.