linkedin for b2b businesses
TRANSCRIPT
■ An engagement with online communities to generate exposure, and the opportunity to position yourself, your products and your services to those already invested in you
■ “Water Cooler of the 21st Century”
Social Media:
■ Professional presentation■ Branding ■ Search engine optimization ■ Calls-to-action; today’s tools for success when using social media for B2B marketing.
For Your Company’s Brand:
■ Persistence, self-branding, professional presentation, all things a marketing consultant would have steered you toward two decades ago, are necessary for success when using social media for B2B marketing.
For The Individual Brand:
Just the Facts
■ World’s largest professional social network at 70+ million
■ A new member joins LinkedIn approximately every second, half are outside the U.S.
■ Executives from all Fortune 500 companies are LinkedIn members.
■ Over 1 million company pro�les (less than 1% optimized)
■ To make this a performing part of your marketing mix – you need be one of the 1%
Just the Facts
■ Average Years of Experience – 15 years
■ Average Age – 41 years
■ 47% are “Decision Makers”
LinkedIn Users
LinkedIn has an unparalleled search engine (�elds)
■ You are a record in the database
■ The records are connected
■ The connections form a network you can use
Consider This:
■ YOU are your Brand■ Why you? (Expertise, Industry, Niche)?■ What are your keywords?■ Create your pro�le in a Word document
Why? The clearer you are on your personal brand, the better you represent yourself and your company, the more business you will attract to both.
1: Branding7 LinkedIn B2B Best Practices
■ Optimize your header■ Optimize your title■ Optimize your content
Why? Get found to get business
2: Optimize7 LinkedIn B2B Best Practices
3: Customize7 LinkedIn B2B Best Practices
■ Customize your website link■ Customize your public pro�le
Why? Attract more eyes with customized content – increasedtra�c to your online presence
4: Recommendations7 LinkedIn B2B Best Practices
■ How do they know you?■ Tell them what to say!■ Recommend others
Why? Heavily ranked by LinkedIn search, heavily weighted by viewers
5: Network Building7 LinkedIn B2B Best Practices
■ Use advanced search to �nd strategic connections■ Join groups■ Respond to every invitation■ Consider becoming a LION
Why? You’re only as visible as the size of your network
■ More prospects■ More inbound calls■ Best for sales, recruiting, marketing
Why a Big Network? (LION)
■ Nice to “vouch” for and qualify your connections■ Best for executives of large companies
Why a Smaller Network? (LamB)
7: Relationship Building7 LinkedIn B2B Best Practices
■ Join groups■ Contribute to discussions■ Ask and answer questions
Why? The more you follow and contribute valuable information, the higher quality your tribe: “Know me, Like me, Trust me, Buy from me.”
■ LinkedIn’s blog
■ Post your good news
■ Repurpose your content
■ Build relationships
Why? Create relationships and share your valuable content
Groups: LinkedIn’s Answer to Being Social
■ Repurpose old content■ Mine for new content■ Help someone out!■ Increased inbound leads
An Answer a Day = Thought Leader
■ 3 new connections, read their pro�le, ask them about themselves■ 3 old connections – get back in touch (prepared document)
Why? Because synchronicity doesn’t happen if you don’t pay attention
Reach Out – and Reconnect
■ Inbox
■ Reach out
■ Answers
■ Groups
Why? Because who has an hour a day
Daily LinkedIn Strategies: In 15 Minutes a Day
■ Be courteous■ Be relevant!■ Be responsive■ Email!■ Pick up the phone!■ Help someone out!
Why? Because it’s still a SOCIAL network
“Old Fashioned” Etiquette
LinkedIn: 7 Best Practices for B2B Marketers
Viveka von RosenSocial Media Trainer & SpeakerFounder of Linked Into Business
Viveka von Rosen is a successful entrepreneur, nationally renowned IA Certi�ed LinkedIn trainer and expert, and a respected social
media speaker. Her extensive sales and marketing background includes a specialization in helping her clients use social media marketing techniques to strategically extend their networks and increase their business exposure.
With 20+ years experience in marketing communication, Martine is a solution-driven creative type who focuses on
innovative idea generation and compelling content. She holds the Inbound Marketing Professional certi�cation and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
Martine Hunter Creative Director,Inbound Marketing MLT Creative
[email protected]/in/LinkedInExpertwww.LinkedIntoBusiness.com
[email protected]/in/martinehunterwww.mltcreative.com