Expert Interview with Greg Linnemanstons on Smarter Marketing

By Cheryl Morgan

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Smarter marketingWant to improve how you recruit online? Then make sure to include content that shows how good you are at serving your customers, says Greg Linnemanstons, president of Weidert Group. It transparently shows your quality without being blatantly promotional.

"People want to work for companies that do good work, and have customers who love them," he adds.

We recently checked in with Greg to pick his brain about inbound marketing, building better site content and recruiting. Here's what he had to say:

What's your professional background?

I spent 12 years doing CPG marketing and six years B2B corporate marketing before my first agency gig with Weidert Group. I've been here for almost 15 years and have been president since 2001.

Tell us about Weidert Group. What services do you offer? Who should be using them?

We're a full-service inbound marketing firm. We provide planning, SEO strategy, content creation, social media management, and web development; as well as traditional creative services such as logo and ad creative, copywriting and PR services.

What are the most important components of any inbound marketing campaign?

Content and editorial plans that reflect an intimate understanding of target personas' pain points and authentic language. Good things can happen when your content is on target.

When it comes to building site content, how should businesses strategize as far as what types of content they focus on?

Content creation, whether on the site or published for distribution, should focus on helping prospects and customers. Providing content that answers their most pressing questions by authentically helping will always serve marketers well.

What role should social media play in inbound marketing?

Social media provides channels for content distribution and promotion, provides opportunities for 360-degree engagement, and gives businesses opportunities to increase their awareness in the most democratic way.

What are some best practices for using social media for marketing?

Try to avoid relying on technology/automation; instead, strive for a good balance of authentic human activity and real engagement. Also, avoid too much promotion. Your audience will appreciate you more if they see you having a true bias for helping, and recognize that you trust their ability to decide when they want to consider becoming a customer.

What brands do you think are especially effective at leveraging social marketing, whether it's for making connections with clients or recruiting?

HubSpot is absolutely the best! And it's so real it's scary. It worked when they attracted us as a client and a channel partner; and if I were 25 years younger, I would be heading to Boston to try to get a job!

What mistakes or oversights do you think business owners make on their sites when it comes to recruiting?

They rely too much on demonstrations intended to show how attractive their culture is. Smart candidates see through that as self-serving. Smart candidates want to see the quality of work and the regard customers reflect.

How should brands be using social media as part of their recruiting strategy?

Be visible, human, honest, and as transparent as possible. Connect with individuals as individuals, and put real effort into using social media to build genuine relationships.

Connect with Greg on Twitter, LinkedIn and Google+.


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