linkedin for b2b
Post on 18-Oct-2014
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“Your Profile is Showing”Leveraging the Power of Linkedin for B2B Marketing
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Why Linkedin is GREAT for B2BABOUT
147 MILLION
LINKEDIN MEMBERS
WORLDWIDE
The standard LinkedIn is male (57.9%) and aged between 25 and 54 years (67.7%); compared to the previous year, the percentage of teenagers (18-24) has grown more than other age groups
Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012
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Why Linkedin is GREAT for B2B
Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012
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Power? They Haz It
39% of Linkedin members are either a Manager, Director, Owner, Chief Officer or Vice President
Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012
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Linkedin is a Unique Platform
Unlike Facebook or Twitter, there is no way to mask who you are on Linkedin.
Users must engage on behalf of themselves.
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Company Profiles
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Groups
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Linkedin Answers
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HOW TO ENGAGE ON LINKEDIN
“Your Profile Is Showing”
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#1: Share First, Product Second
• Conversation on LinkedIn is dominated by professionals seeking to help each other out.
• Because of this, an environment of overt selling is usually discouraged.
• Instead, you should try to provide as much non-product-specific value upfront.
• Once you have gained acceptance, you are able to potentially suggest your product as the right solution, if the opportunity presents itself.
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#2: Be Transparent
• Always introduce yourself into a discussion with a statement of transparency such as…
• This helps to set the stage that you are not overtly engaging JUST to push a product.
“Hi I’m {X}, I work in product communications for {Y} company – I think I can help share some of my insights.”
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#3: Stay On Topic
• Though it might be tempting to shoehorn in a link to a white paper or other piece of intellectual capital, the best way to market in LinkedIn Groups is to wait for the right moment and only suggest materials that are on-topic.
• Suggesting off-topic resources or trying to steer the conversation in a direction that others don’t want may result in you being banned from certain groups.
O.C.D.(obsessive closing disorder)
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#4: Don’t Spam
• Be respectful of the conversation, only engage in discussions where you know you are on-topic and only share links or promotional messages when you know – without a doubt – that you are adding additional on-topic value.
• Marketing in LinkedIn groups is much more a courtship than it is a peppering of your promotional messages or links wherever you can.
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To Recap: How to Engage on Linkedin
1. Share First, Product Second
2. Be Transparent
3. Stay On Topic
4. Don’t Spam
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Thank You
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