how to use linkedin to transform your b2b marketing
TRANSCRIPT
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How to use LinkedIn to transform your B2B MarketingBy David Reilly
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About me
B2B/LinkedIn Training Workshops- Digital Skills training for Professional Services, LinkedIn, SEO, Social Media, Mobile Project Management
I manage a Digital Innovation Networking Group
-Future Thinking in Digital Marketing
Digital Acquisition Consulting
-SEO, Customer acquisition, content marketing, sourcing agencies
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B2B Sales Process 20 years ago
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Current B2B Sales Process- its Complex!
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B2B is hard work
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2009 2010 2011 2012 2013 2014
In millions
15
84.5
3
1
10
1) UK Membership GrowthDirect access to 15 million candidate profiles of valuable and important information
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2) LinkedIn= Trust
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Respected by business leaders
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Trusted Source: the evidenceCompanies that engage on LinkedIn drive relationships and superior results
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3) Reaching prospects at the right time
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LinkedIn Tactics
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Building a compelling profile
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Examples
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Create a Professional Photo
You are seven times more likely to have your profile on Linkedin viewed if
you have one.
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Include recommendationsGet into the habit of collecting recommendations
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Building your connections
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Reach out to everyone you know
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Join relevant GroupsYou can link to 3 Groups via your company page
Your profile is 5 times more likely to be viewed if you have joined or are active in a Group
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Use InmailUse InMail to connect directly
Linkedin Allows 25 direct inMails per month for a paid subscription
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Use ‘Advanced and Saved Search’
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Use LinkedIn Advertising
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LinkedIn Campaign ManagerUpgraded Self Serve Campaign Manager launched in Aug 2015
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Used advertising to distribute Content
LinkedIn has very strong analytics
Example shows 2597 impressions, 21 clicks, 1 interaction
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Why it matters
Source: CMO Council Research 2014
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Think and plan like journalistSalesforce: 371,954 followers
Concise and snappy headline are more likely to get engagement
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Use LinkedIn PulseOwn publishing network
Requires a long term approach
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Integrate Slideshare into your profilePresentations are one of the best ways in which professionals capture and share their experiences and knowledge, which in turn helps shape their professional identity,”
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Showcase pagesSegment company pages by product and service
Host content for that product and promote it to an individual segment
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Use Images, infographics and videoCompany updates with images have a 98% higher engagement rate than those that don’t Source: Social Media Week
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Summary
• Exceptional reach and access to customer data
• Trusted environment
• Reaching people at the start of the sales funnel