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LinkedIn for B2B Marketers

Here's a great how to guide created by Intelligently on how to get the most out of LinkedIn for your B2B strategy.

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LinkedIn for B2B Marketers

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  1. presents LinkedIn for B2B Marketers BOBBIE CARLTON @BobbieC

  2. LinkedIn for B2B Marketing • Introductions • What do we want to cover? Questions? • Assess your company’s LinkedIn Use

  3. LinkedIn Confessions

  4. Agenda • LinkedIn Intro • Your People Your Company • • LinkedIn Opportunities • Note: we’ll visit LinkedIn during class, feel free to open your profile & follow along

  5. LinkedIn • 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

  6. LinkedIn and Other Social Media • LinkedIn is a business meeting • Twitter is a cocktail party • Facebook is an invitation into someone's home

  7. LinkedIn Numbers Add up Fast

  8. People • Individual profiles contribute to your company’s brand

  9. B2B LinkedIn: Start w/ People

  10. You and Your People: Good Profiles !  Personalize your URL • Sign-up is easy !  Customize your links • Be a good example !  Profile completion % • Add a picture !  Clubs, awards, schools • Connect to company !  Show your expertise • Does it look like a resume? !  Show your history !  Are you active? • Contact me for?

  11. Getting Found: Advanced Search

  12. Expanding Your (Company’s) Network • 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.

  13. Tagging New Connections

  14. Tagging & Sending Group Mail

  15. Staying Active (and Visible)

  16. Groups

  17. People: Managing Your Team • Materials • Consistent messaging • Small doses training • One-on-one training and support • Leverage the network

  18. People: Opportunities

  19. People: LinkedIn Outlook Toolbar

  20. Make Your Profile 1% Better

  21. Section Review • Make your people stronger/make your company stronger • LinkedIn, it’s not Facebook. • LinkedIn, it’s not a resume

  22. Company Profiles • Showing your company in the best light

  23. Two Kinds of LinkedIn Value 1. On LinkedIn: content, credibility and value 2. LinkedIn content that sends relevant people to your website

  24. How Do Companies Get Found?

  25. Every Company Needs a Profile

  26. Add a Product or Service

  27. Request a Recommendation

  28. Tell People Your Company is There

  29. Website and Profile Traffic Drivers • Images • Logos • Video embeds • Slideshows • Links

  30. Image enhancers • Product-level recommendations • Connected employees • Consistent messaging

  31. Company Status Updates • Provide value with links back to your site • Add images, video • Like blogs, ask your friends for support

  32. Did You Know…

  33. Group Activity • Joining Groups – watch before you engage • Creating a group – Invite relevant contacts to join • Providing relevant content and input

  34. Page Insights

  35. LinkedIn For Business Development

  36. LinkedIn Mobile: Events/ Networking

  37. InMaps: Plot Your Network

  38. To Premium or Not • 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

  39. Change Means Opportunity • JobChangeNotifier.com • LinkedIn’s own notifications • Daily Job Change Alerts From SalesLoft • HereOnBiz app (TripIt app)

  40. Go Visit the Big Kids • GE • Pfizer • Cisco • And your sites

  41. Network with me… • @BobbieC @MassInno (and others) • linkedin.com/in/bobbiecarlton • Mass.InnovationNights.com • InnovationBreakfast.com • CarltonPRMarketing.com

  42. Course Title Course Title INSTRUCTOR NAME

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