how to use linkedin company pages & groups

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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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View the entire webinar here: http://www.hubspot.com/how-to-master-linkedin-marketing

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Page 1: How to Use LinkedIn Company Pages & Groups

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

Page 2: How to Use LinkedIn Company Pages & Groups

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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

Page 3: How to Use LinkedIn Company Pages & Groups

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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

Page 4: How to Use LinkedIn Company Pages & Groups

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#MasterLi

How to Master

LINKEDIN for Marketing

Session 1: How to Use LinkedIn

Company Pages & Groups

Page 5: How to Use LinkedIn Company Pages & Groups

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Your Presenters:

Mike Volpe CMO @HubSpot

Scott Engelman Director of Online Marketing @LinkedIn

Page 6: How to Use LinkedIn Company Pages & Groups

Create a Company Presence

Keep Your Followers Engaged

Amplify through the Network

Analyze & Refine

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3

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5 6

Today’s Agenda:

2 Attract Followers

Page 7: How to Use LinkedIn Company Pages & Groups

CREATE COMPANY PRESENCE

Page 8: How to Use LinkedIn Company Pages & Groups

Add Your Company’s Information

1 Choose designated users to be your page admins. 2 Add your company

info & a URL.

Page 9: How to Use LinkedIn Company Pages & Groups

Add Your Company’s Information

3 Add a company description.

4 Add your company specialties.

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Improve Your Overview & Products & Services Tabs

OVERVIEW TAB

PRODUCTS & SERVICES TAB

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Customize Content By Persona

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Customize Content By Persona

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It’s Easy to Create a New Persona

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Collect Recommendations

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Goals of Products & Services Tab

Showcase Products (or Other Content) 1

3

4

2 Generate Social Recommendations

Send Traffic to Your Website

Drive Leads to Your Business

Page 16: How to Use LinkedIn Company Pages & Groups

HOW TO ATTRACT FOLLOWERS

Page 17: How to Use LinkedIn Company Pages & Groups

LinkedIn tip

Companies with

most EFFECTIVE ENGAGEMENT need to have a minimum of 100-200 followers.

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Page 18: How to Use LinkedIn Company Pages & Groups
Page 19: How to Use LinkedIn Company Pages & Groups

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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2

3

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Three Easy Steps to Get Started:

Page 20: How to Use LinkedIn Company Pages & Groups
Page 21: How to Use LinkedIn Company Pages & Groups

Add A Follow Company Button to Your Web Site

Page 22: How to Use LinkedIn Company Pages & Groups

Run An Email Campaign to Drive Following

INCLUDE A DIRECT CALL-TO-ACTION.

CONSIDER OFFERING AN INCENTIVE.

PROVIDE CONCRETE BENEFITS.

Page 23: How to Use LinkedIn Company Pages & Groups

Invite Industry Thought Leaders

IDENTIFY THOUGHT LEADERS.

SEND THEM PERSONAL INVITES.

ENCOURAGE THEM TO FOLLOW YOUR COMPANY PAGE

Page 24: How to Use LinkedIn Company Pages & Groups

How to Use Groups for Follower Growth

ENGAGE WITH PEOPLE FROM COMPANIES YOU FOLLOW.

REFER THE COMPANIES IMPORTANT TO YOUR BUSINESS.

PARTICIPATE IN DISCUSSIONS.

Page 25: How to Use LinkedIn Company Pages & Groups

Promote on Other Marketing Materials

BUSINESS CARDS, FLYERS & EMAIL SIGNATURE

EBOOKS, WHITEPAPERS AND GUIDES

PRESENTATIONS AND EVENT MARKETING COLLATERAL

Page 26: How to Use LinkedIn Company Pages & Groups

HOW TO KEEP YOUR FOLLOWERS ENGAGED

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The QUESTIONS

that customers ask you are one of the best places to start for your updates.

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Page 29: How to Use LinkedIn Company Pages & Groups

Share Information Your Followers Care About

USE QUESTIONS

Page 30: How to Use LinkedIn Company Pages & Groups

Give Your Followers Clear Directions

ENCOURAGE THEM TO TAKE ACTION, SUCH AS “SIGN UP,” “LIKE” OR “DOWNLOAD.”

Page 31: How to Use LinkedIn Company Pages & Groups

Test Best Times to Post

POST ON WEEKDAYS.

IS YOUR COMMUNITY ENGAGED IN THE MORNINGS?

POST AT LEAST ONCE A DAY.

Page 32: How to Use LinkedIn Company Pages & Groups

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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Page 33: How to Use LinkedIn Company Pages & Groups

AMPLIFY THROUGH NETWORK

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Page 35: How to Use LinkedIn Company Pages & Groups

FACT MARKETING

Groups on LinkedIn.

1M There are

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Page 37: How to Use LinkedIn Company Pages & Groups

Example of a LinkedIn Group:

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Customer Engagement Through Local

LinkedIn Groups:

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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

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Ensure You’re On the Right Track Check your Followers Statistics on an ongoing basis

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Measure Engagement Check LinkedIn stats to keep engagement in the core of your strategy

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Available Metrics 24h After Posting Impressions, clicks and level of engagement

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Gain Insights about Your Followers Analyze demographic information about followers

Page 45: How to Use LinkedIn Company Pages & Groups

Keep Track of ROI See connection between LinkedIn marketing and real business results

Page 46: How to Use LinkedIn Company Pages & Groups

Search Engine

Optimization

Blogging &

Social Media

Lead Generation

Email &

Automation

Marketing

Analytics

Lead

Management

Page 47: How to Use LinkedIn Company Pages & Groups

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

Page 48: How to Use LinkedIn Company Pages & Groups

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THANK YOU.

Page 49: How to Use LinkedIn Company Pages & Groups

http://bit.ly/HS-LI-GROUP

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