linkedin for b2b marketing
DESCRIPTION
Learn fundamentals of digital marketing geared towards business to business companies. This deck covers ways to leverage the number one professional networking website, LinkedIn. Topics include an overview of LinkedIn, how employees in your company can leverage it, ways to increase your company's presence, and how to enhance your personal profile. Slides taken from a class taught by Bobbie Carlton of Mass Innovation Nights.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…