Author: Franz Malten Buemann

Hello, We are looking for some tool or approach or method which helps us to find the right prospects for our services. The requirement There are millions of people on LinkedIn who are looking – some of them desperately – for the kind of services (Digital Marketing/Campaign Management, etc) we offer. What we want is a tool or approach or a method which can help us find the right prospects on LinkedIn whom we can engage with to see if we can convert them into customers. Our target group includes CMOs, CFOs, and CEOs of businesses of varying sizes who are looking for different marketing services. The tool will run on LinkedIn, sift through millions of member profiles and find us the relevant ones. Or any approach or method which we can follow to understand if someone in need of our services. Can someone please share your views and thoughts on the same, any proven method if anyone of you are using can also help us. Thanks.
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In today’s all-digital landscape, it’s more important than ever for B2B marketers to personalize account engagement with messages that resonate with every buyer. Salesforce Pardot, part of Salesforce Digital 360, enables customers to create a single source of account data across marketing, sales and service. This alignment drives connected digital experiences as part of an account-based marketing (ABM) strategy. 
In our Summer ‘21 release launching in June, you’ll have access to two new ABM innovations in Salesforce Pardot to reach more of the right accounts for your business and drive growth. 
1. Engage with the Right Accounts with Einstein Key Account Identification
Use artificial intelligence powered by Einstein to identify accounts in your CRM with the strongest buying signals — empowering you to focus on accounts that will lead to qualified pipeline growth and ultimately increase ROI. 
Einstein will look at buyer engagement data across the account in Salesforce Pardot, along with data from your CRM, to highlight key account characteristics and buyer behaviors that indicate if an account is more or less likely to close. It will tier each account as an A, B, C or D — with A flagging accounts as most likely to close. Einstein will also dig deeper into the data and surface the “why” behind an account’s ranking. 

 
 
 
 
 
 
 
 

Einstein identifies top accounts and the key factors that contribute to each tiered ranking.
2. Kick-start ABM Campaigns in Seconds with Accounts as Campaign Members
Once you’ve identified your top accounts, you’ll be able to add them directly to a campaign in Salesforce Pardot — even before you’ve identified the account buyers. 
You can use this feature to run prospecting campaigns with outbound sales reps to identify the right buyers in each target account. This is a game changer that will empower sales reps to help marketing target the right buyers for upcoming campaigns. 
It can also help you target accounts for virtual events before you finalize the RSVP list and automatically sync new account contacts as they’re identified. What other use cases will your team dream up?

 
 

Add your accounts to a campaign.
Learn More
Einstein Key Account Identification and Accounts as Campaign Members will be generally available in our Summer ‘21 release launching in June. For more details, visit the Salesforce Newsroom.
See how companies use Salesforce Digital 360 to reimagine digital experiences from anywhere.
Discover ways to strengthen your ABM strategy with Salesforce.

Even though LinkedIn has been around since 2003, the platform didn’t allow the use of clickable hashtags until 2016.
Social media platforms like Twitter and Instagram have encouraged hashtag use for years as a way for users to connect with their communities. They even offer analytics, allowing content creators and influencers to gauge their impact.

Now that LinkedIn has fully embraced the use of hashtags, brands can too.
Let’s get into the basics of using hashtags on the platform and dive into how to find the top trending ones in your industry.
Do hashtags work on LinkedIn?
Yes, hashtags do work on LinkedIn. You can add them to your status update, your published article, and your business page to reach an audience beyond your network. You can also browse through hashtag feeds to see what conversations are happening surrounding those topics.
How To Use Hashtags on Your LinkedIn Status Update
There are a few ways to add hashtags to your status update.

As the GIF illustrates, you can add a hashtag by:

Typing out the pound sign followed by the word or phrase. As you type out your hashtag, LinkedIn will auto-generate hashtag suggestions based on what’s trending and popular.
Clicking on the “Add Hashtag” button located on the bottom left of the box.
Selecting one of the related hashtags next to the “Add Hashtag” button.

Pro-tip: Don’t add spaces or symbols in your hashtags, as they will no longer be clickable.
How To Use Hashtags on Your LinkedIn Article
As it currently stands, users cannot add clickable hashtags in the body of their articles published on LinkedIn. However, they can make it discoverable by adding hashtags to the article description box.

How To Use Hashtags on Your Business Page
If you have a business page on LinkedIn, you can associate it with relevant hashtags. This will put you right in the center of conversations surrounding those hashtags and allow you to connect with relevant audiences. Here are the steps to add them:

Start on your business page’s homepage.

Click on the “Add” button on the bottom right under “Hashtags.” A smaller page will open up.

Click “Add a hashtag” and select up to three hashtags. You’re all set.

Should I use hashtags on LinkedIn?
The short answer is yes, hashtags are a great way to reach audiences beyond your direct connections on LinkedIn.
Let’s say you only have 200 connections on LinkedIn. You publish an article on SEO and don’t use any hashtags. For it to make a substantial impact, you’ll need a lot of post engagement from second- and third-degree connections.
Why place such limits on your content? By using hashtags, you maximize your post’s reach potential. If the SEO hashtag has 100,000K followers and you use it, your post engagement can easily triple what it was without hashtags.
With that said, here are a few things to keep in mind when using them:

Don’t go overboard – LinkedIn’s former senior director of product management, Pete Davies, recommends sticking to three hashtags. That should be enough to target the main keywords without looking spammy.

Hashtags don’t replace copy – Hashtags don’t provide context, they should only be used to improve your discoverability. You should still have descriptions in everything you post.

Mix the popular with the niche – When you only use popular hashtags, your content can get lost. If you go too niche, you may not reach enough people. Using a little bit of both strikes the perfect balance.

Once you get comfortable with the use of hashtags, you can start identifying which ones are performing the best. You may find that some lead to higher engagement rates than others. If so, those are worth reusing.
How to Find Top LinkedIn Hashtags
There are three types of hashtags that LinkedIn recommends to its users based on their network and industry: recommended, popular, trending. LinkedIn’s ‘Discover More’ page is the first – and best – place to look when considering which hashtags to use in your posts.
To access this page, follow these steps:

Click on the “Discover More” button.

On the mobile app, this will appear when you click on your profile picture on the top left corner of the page.
On desktop view, it will be at the bottom of the left sidebar.

On this page, you’ll see trending pages, recommended connections and pages, and hashtags toward the bottom of the page.

As a marketer, LinkedIn recommends me many marketing-related hashtags, such as #digitalmarketing, #seo, and #contentwriter. However, this list will vary from one user to the next.
LinkedIn Trending Hashtags
In 2020, LinkedIn released data on the top trending hashtags for Q1 in 2020.

Image Source
In January and February, the list was virtually identical. However, conversations shifted in March when the pandemic started. Searches for topics on remote working tripled and the #remotework hashtag also started trending.
The best way to optimize your hashtag use is by referring to your recommended hashtags and analyzing their performance on your posts.
How To Follow Hashtags on LinkedIn
Following hashtags will allow you to see what other content creators are posting, how users are responding, and get ideas for future posts.

Head to the search bar and type the hashtag you want to follow.
Select an option from the dropdown menu.
That will take you to the hashtag’s feed where you can see all content published with this hashtag. Click “Follow” at the top of the page.

See the GIF below to see the steps in action.

Now that you’re following the hashtag, you’ll see it on the left sidebar under “Followed Hashtags” when navigating on a computer. When using the LinkedIn mobile app, you can access the hashtags you’re following by clicking on your profile picture on the top left of the window and scrolling down to the “Followed Hashtags” dropdown menu.
Hashtags are integral to the success of your content. By relying on LinkedIn’s hashtag recommendations and your analytics, you can ensure your posts are reaching the right audience.

To consider the importance of visual search in 2021, let’s start with an example.
The other day, I Googled “how to conduct a vlookup in Excel”. I skimmed a few articles but still felt dissatisfied — I didn’t want to read about vlookups, I wanted to see it.
Enter: The power of images.
Once I clicked on “Images”, I found what I needed quickly:

I know I’m not alone. In fact, nowadays, half of all Google searches end on the search results page, without the user clicking through to any results.
In 2021 and beyond, it’s critical marketers begin paying attention to the importance of visual images as a powerful opportunity to reach new audiences on the SERPs.
Plus, as HubSpot’s Marketing Manager Kristen Baker told me, “After running an image experiment on the HubSpot Blog, I discovered that ranking in Google’s image packs increases impressions and clicks to our content.”
But … easier said than done, right?
Here, let’s explore what image SEO is, and the best practices you’ll want to follow to make your webpages more discoverable in image search results.

Image SEO Best Practices
1. Use relevant, accurate alt text for user accessibility and SEO.
As a quick refresher: Alt text is written copy that describes an image. For instance, if you click on Pipcorn’s popcorn product and inspect the page, you’ll see the alt text describes the product image accurately as “Popcorn Family Pack Popcorn Pipsnacks LLC”:

Alt-text plays two critical roles in SEO.
First, alt text — also known as alt tags, or alt descriptions — helps search engine crawlers index your website more effectively, which has a positive effect on search results.

In fact, Google states on its Developers page, “You can aid in the discovery process by making sure that your images and your site are optimized for Google Images … [and] increase the likelihood that your content will appear in Google Images search results.”

Second, alt text improves the user experience. Alt text can describe an image to a visually impaired reader, and also helps if a reader can’t load or see the image correctly on their device.
To get a full run-down of how to write high-quality alt text, take a look at Image Alt Text: What It Is, How to Write It, and Why It Matters to SEO.
2. Consider using captions to describe an image.
Captions aren’t typically necessary if the context of the page can help readers understand what the image is depicting — for instance, in this blog post I haven’t used any captions because I’ve used text to introduce each image I’ve shown.
However, if you have a visual-heavy website, consider using captions to help readers understand an image in context. For instance, on Tom Hull’s photography portfolio, he captions his images so viewers can contextualize where, or what, the image represents:

Use good judgment when it comes to adding captions, but if you feel it can help readers (and bots) better discern an image, then it might be a worthwhile addition to a page.
3. Compress images for faster load time.
Compressing images is a vital component of any good website optimization strategy.
Why?
Because, simply put, it helps your web pages load faster, which provides a better user experience and also helps boost your website’s search engine rankings.
To compress your images effectively, try a tool like Compress JPEG or Squoosh.
Typically, less than 100 KB is ideal in terms of good file size.
However, it’s important to note — Google doesn’t look at each individual image size. Instead, it looks at total page size.
So, if you have a small image where quality differences are less substantial, then you might try compressing that image to 30-50 KB … which gives you extra room to keep another image 30 KB bigger, particularly if that image loses quality after compression.
If you’re still worried about image quality after compression, take a look at How to Ensure Your Images are High Resolution.
4. Post original images — not just stock photos.
Ultimately, Google (and readers) prioritize original content — which means, if you’re hoping your images will rank on image results pages, it’s vital you use original, unique images. 
This is particularly important if you work for an ecommerce website and you’re posting visuals of your product. Many shoppers use images to shop for consumer goods. In fact, 50% of online shoppers say images helped them decide what to buy.
If your image doesn’t accurately demonstrate your product, it will get buried under better, higher-quality images from competitors. 
Consider using products like Canva to design in-house infographics, graphs, or animated images to help your brand stand out on search results pages and make your images more shareable.
5. Name your file images before uploading them.
Your file name can impact how easy it is for search engine crawlers to interpret your image, so it’s helpful to rename your file before uploading it onto your webpage.
Rather than keeping the name a generic “IMG_0883″, try using relevant keywords to describe what’s in the image, similar to your alt text. This can also help ensure your image appears on the image search results page, which will increase traffic to your site.
6. Use responsive images.
Responsive images are critical for ensuring your readers can see your images on any type of device. Nowadays, it’s vital your pages are optimized for mobile to impact search engine rankings, as well as user experience.
If your images aren’t responsive, the page won’t appear as clean on mobile as it does on desktop — which negatively affects SEO, as well as your reader’s perception of your brand.
Fortunately, some website hosting services, including HubSpot, automatically ensure your images are responsive.
However, if need be, you can make your images responsive by using quick code. For instance, you can add this code to your HTML:
<img src=”nature.jpg” alt=”Nature” class=”responsive”>
Or this code to your CSS:
.responsive {
  width: 100%;
  height: auto;
}
7. Leverage images as a backlinking opportunity.
Creating high-quality, unique, original images isn’t just great for your own website — it’s also a fantastic opportunity to earn backlinks when other websites use your image for their own pages.
For instance, consider the following graph created by Broadband Search:

The image currently ranks in the first spot on the image search results page for the keywords, “how many people use mobile to search”.
Additionally, according to Ahrefs, this blog post has over 3,000 backlinks. I’m willing to bet that those backlinks are, in part, due to other companies wanting to use Broadband Search’s unique graphs for their own content.

If you create high-quality images, other companies may want to showcase those images on their own sites — with links back to your business. This means, ultimately, images can have a direct impact on the amount of traffic, leads, and customers you get for your business through your marketing efforts.

8. Add images to an existing sitemap.
Google suggests adding images to an existing sitemap — or creating a separate sitemap just for images — to help search engines discover your images. In particular, this is helpful for images Google can’t find through crawling, such as those accessed via JavaScript forms.
Here’s a sample sitemap, with two images included:

Fortunately, if you don’t want to add images to a sitemap manually, you’re in luck — there are tools, such as Angeldigital.Marketing (one of the only free ones available!), that will automatically generate an image sitemap once you input a URL.
Hopefully, you can use these best practices to level up and earn new traffic through search image results pages. Remember, a picture is worth a thousand words … so just imagine the value of an SEO-optimized picture.