We’re very excited to introduce Kristina Jaramillo in today’s Expert Interview series. The online and offline media (including the New York Times) recognizes GetLinkedInHelp.com Founder Kristina as a social media and LinkedIn® marketing expert. Kristina’s articles can be found in publications like Website Magazine, Electronic Retailer Magazine – and on top websites like Forbes.com, MarketingProfs, RainToday, BusinessInsider, About.com, Entrepreneur.com and many more.
Using LinkedIn and content marketing, Kristina helps B2B organizations like a technology firm that serves 86% of the Fortune 100, professional service firms and small businesses reduce their sales conversion time, boost webinar registrations, build a large community of decision makers and influencers – and ultimately gain a strong return of investment on their social media efforts.
7 Questions on Social Media With Kristina Jaramillo
1. How did you get your start in the industry?
I started my career as an online business manager for B2B content marketing expert Eric Gruber. He took me under his wing and exposed me to great marketing books, articles and conferences. Eric was generating traffic every day to his websites from his articles on MarketingProfs, About.com and hundreds of other websites so he didn’t see the need for social media marketing. But, I persistently urged him to mix his content marketing efforts with LinkedIn marketing. He finally gave me a chance and had me provide him with a complete report on what other business professionals are doing on LinkedIn, what’s working and what’s not. From there, he put me to work for his business – where I increased his website traffic by 300%. Within a short time, the majority of his traffic was coming from LinkedIn!
2. What is the biggest challenge facing your industry?
The biggest challenge is making sure you’re reaching the right audiences with the right content – and making sure that your messages get heard. Too many sales/marketing executives, CEOs and small business owners’ profiles have the same language – and the profiles are reading like a resume rather than a marketing tool that speaks to decision makers and influencers. They’re sharing content without a strategy behind it – so they’re adding to the noise which adds another layer of challenges to B2B marketers.
3. What is the method to your blogging success? What inspires your blogs?
Before I create my blog posts, I think about:
- What type of content will people connect with – what value can I offer them, what case studies and stories can I share? If your read my article on Forbes.com, you’ll see how I use case studies to make my articles stronger! The Forbes article gained thousands of readers and hundreds of LinkedIn shares, Facebook likes and Tweets.
- What type of content will create conversations on LinkedIn and in the different social media circles?
- How my content will lead to commerce? I want to provide so much value in my articles that prospects will want to sign up for my free LinkedIn marketing interviews (including an interview with LinkedIn’s senior content marketing manager). From there I want to build relationships through content that moves prospects down my sales funnel to the point they’re sales ready for a profile makeover or ongoing LinkedIn marketing services. So, I have to strategically plan content that will get readers to take my desired action after reading my blog post.
If your content does not connect with readers, does not create conversations – and if it does not lead to sales then you have to rethink the content you are offering.
4. What do you think is the future of social media?
Right now LinkedIn is seen as the best social media platform for distributing content to decision makers and influencers – and I don’t think that will change anytime soon. But because there are hundreds of LinkedIn groups filled with content that’s just adding to the noise instead of adding value, its effectiveness for most organizations will dramatically decline. B2B enterprises like Dell (which won a B2B Magazine Award for its LinkedIn use) and small businesses that are committed to being a knowledge organization that provides thought leadership content on a regular basis will be the ones that influence business decisions.
That’s why we move our clients from completing brand maintenance on LinkedIn to a thought leadership lead generation program.
5. What advice would you give to someone who is just starting out?
Besides listening to my Online Marketing Institute presentation and joining my LinkedIn group, I suggest you first build a strong LinkedIn profile that resonates with your key audiences. Make your profile case study driven (just like the examples that I share within my Online Marketing Institute webcast).
Then create your content strategy – and the types of discussions that you can be sharing in your own LinkedIn group and the groups you belong to. From there create your content – and share it within the different groups and make connections to decision makers and influencers who would benefit from your content.
6. Where can we find you on the web/on Twitter/Facebook/etc.?
7. What do you think is the most important takeaway from your session?
You need to engage more effectively on LinkedIn by mixing content and LinkedIn marketing. To become an influencer on LinkedIn you have to engage your target audience, provide them value and get them to make a change, whether it is in the thought process or actions. Watch my session to see how you can become an influencer on LinkedIn.
You can hear from Kristina and other great presenters at our virtual event from November 11th – 22nd. Please visit the #LEARNDigital page for more information. Click here to read more interviews from our presenters.