linkedin for b2b marketing
Post on 16-May-2015
562 Views
Preview:
DESCRIPTION
TRANSCRIPT
presents
LinkedIn for B2B Marketers
BOBBIE CARLTON@BobbieC
• Introductions
• What do we want to cover?
Questions?
• Assess your company’s LinkedIn Use
LinkedIn for B2B Marketing
LinkedIn Confessions
Agenda• LinkedIn Intro • Your People• Your Company• LinkedIn Opportunities
• Note: we’ll visit LinkedIn during class, feel free to open your profile & follow along
• Launched in May 2003, IPO 2011• 175 million users• A list of people with whom you have
some level of professional relationship
• ~1% premium subscription ratio
• LinkedIn is a business meeting
• Twitter is a cocktail party
• Facebook is an invitation into someone's home
LinkedIn and Other Social Media
LinkedIn Numbers Add up Fast
People• Individual profiles contribute to your
company’s brand
B2B LinkedIn: Start w/ People
• Sign-up is easy
• Be a good example
• Add a picture
• Connect to company
• Does it look like a resume?
• Contact me for?
You and Your People: Good Profiles
! Personalize your URL
! Customize your links
! Profile completion %
! Clubs, awards, schools
! Show your expertise
! Show your history
! Are you active?
Getting Found: Advanced Search
• Good profiles help
• Use the suggestions
• Don’t be greedy
• Personalize the invite
• Tag and group
• What are LIONs?
• Be the Best Connected, not the Most Connected.
Expanding Your (Company’s) Network
Tagging New Connections
Tagging & Sending Group Mail
Staying Active (and Visible)
Groups
• Materials
• Consistent
messaging
• Small doses training
• One-on-one training
and support
• Leverage the
network
People: Managing Your Team
People: Opportunities
People: LinkedIn Outlook Toolbar
Make Your Profile 1% Better
• Make your people stronger/make
your company stronger
• LinkedIn, it’s not Facebook.
• LinkedIn, it’s not a resume
Section Review
• Showing your company in the best light
Company Profiles
1. On LinkedIn: content, credibility and value
2. LinkedIn content that sends relevant people
to your website
Two Kinds of LinkedIn Value
How Do Companies Get Found?
Every Company Needs a Profile
Add a Product or Service
Request a Recommendation
Tell People Your Company is There
• Images
• Logos
• Video embeds
• Slideshows
• Links
Website and Profile Traffic Drivers
• Product-level recommendations
• Connected employees
• Consistent messaging
Image enhancers
• Provide value with links back to your site
• Add images, video
• Like blogs, ask your friends for support
Company Status Updates
Did You Know…
• Joining Groups – watch before you engage
• Creating a group – Invite relevant contacts
to join
• Providing relevant content and input
Group Activity
Page Insights
LinkedIn For Business Development
LinkedIn Mobile: Events/Networking
InMaps: Plot Your Network
• InMail
• Know everyone who is looking at you – almost
• See how people found you
• Special search functions
• Job Seeker, recruiter, or sales versions
• Pricing tip – look at the team pricing
To Premium or Not
• JobChangeNotifier.com
• LinkedIn’s own notifications
• Daily Job Change Alerts From SalesLoft
• HereOnBiz app (TripIt app)
Change Means Opportunity
• GE
• Pfizer
• Cisco
• And your sites
Go Visit the Big Kids
• @BobbieC @MassInno (and others)
• linkedin.com/in/bobbiecarlton• Mass.InnovationNights.com• InnovationBreakfast.com • CarltonPRMarketing.com
Network with me…
top related