L I N K E D I N

What Is LinkedIn?

• Primary a Business Network• Referral Marketing• Virtual Contact Manager• Storehouse of Testimonials• Networked Resume• Prospecting and Market Research Tool• Authority Builder

Why Use LinkedIn?

Why Use LinkedIn?

• Create Awareness and Improve Reputation• Thought Leadership and Influencer Marketing• Researching and Generating Leads

Why Use LinkedIn?

• Social Customer Relationship Management• Traffic Building• Listening and Gaining Insights

Demographics

• 260 Million Members• 2.1 Million Community Groups• 3 Million Company Pages• Standard Age Between 35-54• Average Income - $109,703• 53% Male and 47% Female• 75% College Graduates• 39% Senior-level Executive

Your Profile

Photo and Description

Job History and Accomplishments

Certifications and Presentations

Volunteer Work

Skills and Expertise

Settings

Connections

• Make Ongoing Connections• Prospecting• Send A Personal Message

Recommendations

Recommendations

• Coworkers and Peers• Sincere and Authentic• Solicitation

Groups

Groups

• Industry Groups• Be Interactive• Create A Group– Open with Member Pre-Approval– Manage and Monitor to Provide Value

Content

Content

• Interesting and Relevant Industry Articles• Events and Conferences• New Projects or Clients• Valuable Links and Resources shared from

Web

Content

• Apps:– Amazon Reading List– Company Follow– Slideshare– Company Buzz

Questions and Answers

Questions and Answers

• Pose Questions Based on Target Audience• Answer Questions You’re Qualified to Answer• Polls

Premium?

Best Practices

• Include Link in Email• Personalize URL• Do Not Auto-Post Content• Profile Links ONLY to Business-Related Sites• Keep An Eye On Competitors Pages/Users• Show Work Samples

Your Business Page

Profile

• Two Icons – High Res, Easy To Read• Company Description• Banner Call To Action

Company Pages

Showcase Pages

• Highlight Products• Highlight Services• Tailored Content and Messaging• Detailed Descriptions and Imagery

Content

Content

• Not Necessarily About The Brand• Using Trending Topics• Good Descriptions and Keywords• Headlines Matter - Ask Questions• Images or Video• Make Sure Link is Mobile Friendly• A/B Test Your Posts

Sponsored Posts

• Optimize Content:– Always Ask “Why Would My Audience Read This?”– Use Concise and Compelling Intros and Headlines– Ask Compelling Questions to Involve the Target

Audience– Include a Clear Call-To-Action, Regardless of the

Objective– Make Sure You Are Using Landing Pages that are

Mobile Friendly

Sponsored Posts

• Optimize Visuals:– Always Include an Image, Presentation, or Video– Ensure The Thumbnail is Relevant for External

Links

Sponsored Posts

• Managing Updates:– Plan an Editorial Calendar, But React to Timely

Events– Respond To Comments and Criticism Immediately– Consider Keeping Updates Running Through The

Weekend– Test To See What Works With Your Audience and

Then Refine– Analyze Data

Sponsored Posts

• Additionally:– Use Group Statistics for Better Targeting and

Marketing– Refine Audience Down To Groups/Target

Businesses– Create Groups Based on a Relevant Industry

Related Topic– Leverage Google Analytics Events

Questions?