linkedin marketing strategies
DESCRIPTION
Slides from my Social Media Marketing World Session on LinkedIn Marketing Strategies for Business ProfessionalsTRANSCRIPT
March 24, 2013Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute
Powerful LinkedIn
Marketing Strategies
Presented by Stephanie Sammons #SMMW13
(@stephsammons)
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Who Are You?
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Every Professional Can Benefit...
Cultivate new leads, clients/customers, and business advocates (or help your firm do this)
Engage with existing clients/customersIdentify, source, recruit partners/employeesFind employment/work projectsBecome an influencer/industry thought leaderUncover countless professional growth
opportunitiesTeach employees/partners/vendors/clients to
follow your lead
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A Network of 200 Million Affluent, Educated Decision-Makers
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LinkedIn = The Professional Web
200 Million+ active and engaged members with a purpose (to gather insights and network)Default Professional Online Identity (1st stop)5.7 Billion People Searches (2012)2 new members per second (39% YoY Growth)1 Billion Endorsements Given/Received25 Million Daily Profile Views
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What Makes LinkedIn a “Premium” Social Network?
Aspirational/ProductiveRelationship-centeredHigher quality network (scale more quickly)Good Behavior (mostly)Email inbox integration (opt-in, trusted)Search engine visibility Inside search capabilities (recently improved!)Less competition (for the time being)
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Always Have an Influence Mindset:
1) Help someone solve a problem2) Help someone get smarter3) Help someone achieve more
If you build influence, you won’t have to sell
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4 LinkedIn Marketing Strategies for Building Influence...and Business
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#1)Build Powerful LinkedIn Profile Equity
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Your Professional Store Filled With Help
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Professional Profile Best Practices
Complete every section possible (make LinkedIn smarter about you)Update/improve frequently1st person (Avoid industry jargon)Add Skills/Expertise (keywords!)Give (to get) endorsements (search equity?)Add Media (use supported providers) Make everything public (exposure/visibility)
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Embrace Endorsements...G2G
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Build a Company Page (Brand Asset)
Small Business
Big Brand
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Company Profile Best Practices
Complete page leveraging all features possibleAdd graphics and rich media to pageProduct/Services (calls to action?)About section - use keywordsAsk for recommendations from clients/customers (through LinkedIn)Create different views for different target marketsShowcase career opportunities (paid)
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Ask for Product/Service Recs
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#2)Build an Intelligent Network
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Your Network is Your Ticket to Growth
Every new connection is an opportunity to grow your visibility and expand your influence within your
industry...and beyond.
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Build Your Personal Network Strategically...
Make relevant and targeted connections (make LinkedIn smarter about you)Don’t limit your connections (bigger network = more related search appearances)Find the low hanging fruit (PYMK, Alumni, Groups)Follow and connect with industry influencersFollow relevant companies to find connectionsInvite connections on website/blog/emailUse improved LinkedIn people search! (find intersections)
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Build Your Company Page Followers
Initiate “Follow exchanges” with industry partners, vendors, advocatesPromote page to email databaseUtilize Company Follow button on website/blogCross promote on other social networksRun “follow” or “recommendation” adsStrive for engagement (follower network exposure)Get to 200 followers for traction (best advocates)
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#3)Build Network Influence
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How to Build Influence on LinkedIn?Help your network solve a problem, get smarter, achieve morePosition yourself/your company as an industry thought leader Be PersonableBe the “go-to” resource in your industry (leverage LinkedIn Today)Be consistent to be memorableInvest in dialogue (discussions/engagement)IT’S A PROCESS!
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Building Influence Drives Profile Views
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LinkedIn Profile Views Lead to...
More Connections and FollowersMore exposure to your status updatesRecommendations/EndorsementsEngagement/DialogueReferral TrafficRecognition/MemorableBusiness opportunities
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Comments = Dialogue & Exposure
Comments trump “Likes” and “Shares”
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LinkedIn Groups
Use Groups to build thought leadership and facilitate discussions...
Source high quality well-managed LinkedIn Groups
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Find Influencer topics that do well
-Comment & Share-Blog about it and share again!
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Strive for Engagement on Company Pages
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#4)Leverage LinkedIn Tools
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LinkedIn Today (News with Social Context)
Sharing relevant news with insightful commentary and opinion positions you as the expert...
use the news!
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LinkedIn InMail
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LinkedIn Social Ads
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@Mentions
Initiate dialogueEmpower, compliment, thank, promote others (G2G)1st degree connections (and comments)Twitter integrationExposure to connections networks
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Slideshare
LinkedIn owns Slideshare.netExpand visibility and reach in both networksAdd to profile - showcase your professional insightsSlideshare ads
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Consider Advanced Tools & Strategies
Premium AccountsStart your own groupMobile apps for on-the-go engagementLinkedIn publisher/share buttonLinkedIn Developer Tools (LinkedIn logins)
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LinkedIn Developer Tools/Integrations
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More LinkedIn Insights?
http://www.stephaniesammons.com
@StephSammons
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