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Twitter now offers the ability to pin tweets to the top of your Twitter profile page so they remain there, even after you add other tweets. As Figure 3-3 illustrates, the pinned tweet stays at the top of your profile page, so it s the first thing people read when they access that page. Inviting others to join your group Yes, Permission Marketers use banners. But they re just about the only ones who can use this medium effectively. A banner is a great way to get momentary attention and possibly opt-in from large numbers of individuals and cheaply. Components of a successful marketing strategy include the following Definition of goals Define goals so everyone who reads and uses the strategy has a clear picture of what you re hoping to achieve with content marketing. Core message What message are you trying to share with your customers and community? Is it a sales message? Are you trying to raise awareness for a cause? Do you want to share details for a new product? Keep your core message in mind while you plan your strategy. Target audience Knowing whom you re trying to reach can help you to focus on content and platform. Keywords Pinpoint the words and phrases people are using to lead to your website and your competitors websites. Discuss ways you can use these keywords in your strategy. Content platform and types of content Your strategy should include a plan of action for each different platform, which can include blogs, websites, images, and the social networks. Editorial calendar An editorial calendar should list the content you re releasing each week, as well as deadlines for all. We talk about putting together an editorial calendar in Book 3, Chapter 4 . Task delegation A strategy is made up of tasks. Delegate tasks as part of the strategy, complete with deadlines, or nothing will get done. Reporting and analytics Keeping careful records is essential to any strategy so that you can know what works and what doesn t, and how to tweak next time around. The benefits of a LinkedIn group abound Establish expertise. By participating in discussions, you re showing off your knowledge. Learn about the people who are interested in your brand or niche. Having ongoing discussions outside of your company page gives you an opportunity to learn about the people who are part of your online community. Understand what questions your community might have. Knowing what people have questions about can help you shape your content, as well as your products and services. Drive traffic to your website and sales pages. By putting a link to your website in the group description, you re driving traffic to your interests. Create subgroups. LinkedIn offers the capability for groups to break off into subgroups. You can use this feature to focus on specific topics without having those topics dominate the entire group. Send weekly messages. Group owners can send messages once a week to everyone in the group. For example, you can create a newsletter especially for your LinkedIn group community, sharing company information, content, and product updates. Consider your LinkedIn group to be an extension of your mailing list. Make new connections and expand your reach. The people who participate in groups may want to connect with you and vice versa. Hold in-depth discussions. A group enables you to delve deeply into topics, rather than simply putting a quick update on your company page.

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