how to use linkedin company pages & groups
DESCRIPTION
View the entire webinar here: http://www.hubspot.com/how-to-master-linkedin-marketingTRANSCRIPT
90% of professionals use
social media to get
access to thought leadership &
information they couldn’t
get elsewhere.
SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
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3 out of 4 professionals
rely either lightly or heavily on
professional networks to
support business decisions.
SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
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81% of LinkedIn members
prefer to have separate
social networks for their
personal and
professional lives.
SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011
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#MasterLi
How to Master
LINKEDIN for Marketing
Session 1: How to Use LinkedIn
Company Pages & Groups
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Your Presenters:
Mike Volpe CMO @HubSpot
Scott Engelman Director of Online Marketing @LinkedIn
Create a Company Presence
Keep Your Followers Engaged
Amplify through the Network
Analyze & Refine
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Today’s Agenda:
2 Attract Followers
CREATE COMPANY PRESENCE
Add Your Company’s Information
1 Choose designated users to be your page admins. 2 Add your company
info & a URL.
Add Your Company’s Information
3 Add a company description.
4 Add your company specialties.
Improve Your Overview & Products & Services Tabs
OVERVIEW TAB
PRODUCTS & SERVICES TAB
Customize Content By Persona
Customize Content By Persona
It’s Easy to Create a New Persona
Collect Recommendations
Goals of Products & Services Tab
Showcase Products (or Other Content) 1
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2 Generate Social Recommendations
Send Traffic to Your Website
Drive Leads to Your Business
HOW TO ATTRACT FOLLOWERS
LinkedIn tip
Companies with
most EFFECTIVE ENGAGEMENT need to have a minimum of 100-200 followers.
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Invite your family, friends & coworkers first.
Reach out to people through existing means of communication—email, phone, in person, etc.
Mention your LinkedIn Company Page across your website & other channels.
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Three Easy Steps to Get Started:
Add A Follow Company Button to Your Web Site
Run An Email Campaign to Drive Following
INCLUDE A DIRECT CALL-TO-ACTION.
CONSIDER OFFERING AN INCENTIVE.
PROVIDE CONCRETE BENEFITS.
Invite Industry Thought Leaders
IDENTIFY THOUGHT LEADERS.
SEND THEM PERSONAL INVITES.
ENCOURAGE THEM TO FOLLOW YOUR COMPANY PAGE
How to Use Groups for Follower Growth
ENGAGE WITH PEOPLE FROM COMPANIES YOU FOLLOW.
REFER THE COMPANIES IMPORTANT TO YOUR BUSINESS.
PARTICIPATE IN DISCUSSIONS.
Promote on Other Marketing Materials
BUSINESS CARDS, FLYERS & EMAIL SIGNATURE
EBOOKS, WHITEPAPERS AND GUIDES
PRESENTATIONS AND EVENT MARKETING COLLATERAL
HOW TO KEEP YOUR FOLLOWERS ENGAGED
The QUESTIONS
that customers ask you are one of the best places to start for your updates.
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Share Information Your Followers Care About
USE QUESTIONS
Give Your Followers Clear Directions
ENCOURAGE THEM TO TAKE ACTION, SUCH AS “SIGN UP,” “LIKE” OR “DOWNLOAD.”
Test Best Times to Post
POST ON WEEKDAYS.
IS YOUR COMMUNITY ENGAGED IN THE MORNINGS?
POST AT LEAST ONCE A DAY.
Best Practices for Status Updates
Use links & images in your status update.
Make your updates short.
Tell your followers what action to take.
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AMPLIFY THROUGH NETWORK
FACT MARKETING
Groups on LinkedIn.
1M There are
Example of a LinkedIn Group:
Customer Engagement Through Local
LinkedIn Groups:
Best Practices for LinkedIn Groups
Stay active!
Engage people in thought leadership discussions.
Set guidelines for discussions.
Content creation.
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ANALYZE & REFINE
Ensure You’re On the Right Track Check your Followers Statistics on an ongoing basis
Measure Engagement Check LinkedIn stats to keep engagement in the core of your strategy
Available Metrics 24h After Posting Impressions, clicks and level of engagement
Gain Insights about Your Followers Analyze demographic information about followers
Keep Track of ROI See connection between LinkedIn marketing and real business results
Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management
15 small group workshops
6 inspiring keynotes
50+
breakout sessions
7 learning tracks
3 days
2000 inbound marketing professionals
0 reasons not to GO!
REGISTER TODAY! www.InboundConference.com
www.InboundConference.com
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THANK YOU.
http://bit.ly/HS-LI-GROUP
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