Leveraging the Marketing Power of LinkedIn
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Transcript of Leveraging the Marketing Power of LinkedIn
Friday, June 6, 14Wednesday, June 11, 2014
Leveraging the Marketing Power of LinkedIn
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
What kind of LinkedIn User Are You?
• How many of you have a LinkedIn account?
• How many of you think you have a 100% updated profile?
• How many of you login to LinkedIn at least 1X per week?
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Objective
Determine how LinkedIn is best suited for your business.
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Provide you with the tools to develop an effective LinkedIn campaign and profile.
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Visualize Your Network
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014Friday, April 7, 2023 CONFIDENTIAL 6
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• Objective
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
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Recruiting
Lead Generation
Though Leadership
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Recruiting Made Easy
93% are college graduates, more than the average online adult
46% Following industry discussions
60% of users are in 10+ groups
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LinkedIn users are focused on their careers, allowing you to find the best candidates faster
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Recruiting Made EasyYou can find the best candidates faster—even when they aren’t openly looking
Stay in touch with former, valued colleagues for potential re-hire
Search for potential employees by past or current employer
For a fee, you can post jobs on LinkedIn to recruit and hire candidates
Reach potential employees who are hesitant to publicly put themselves on the market
Recr
uit
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Post a job from the main menu
Follow LinkedIn’s simple steps to post your job, including the job title, company and location
Include job benefits, but we do not recommend posting exact
salary figures
To post a job, log into your personal LinkedIn account. You must be connected to your company’s page to post,
although you do not need to be a company admin
Certain locations are more expensive than others (ex:
Boston is $295/job per month, while Providence is $195/job)
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Recruitment Tips
Need to hire
quickly?
LinkedIn can provide you with instant Profile Matches once job is posted.
Want more
exposure?
Select the “Share” button on the job posting and send to network, groups and other social media. Encourage other employees to do the same.
Plan to post
multiple positions
and often?
Sign up for a “Corporate Account.” You will need to provide LinkedIn with more specific data before signing up.
Do you hire
veterans?
LinkedIn will post a link to your job posting on the Veteran’s Job Bank Group.
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
LinkedIn Offers Increased Functionality with Upgraded Recruiting Accounts
Recruiter Corporate
$899.95/month
Recruiter Lite $119.95/month
Talent Basic $49.95/month
• 10 InMails per month• Premium Search• See who’s viewed your profile
• 25 InMails per month• Premium Search & Full Network
Visibility• Recruiting Specific Design &
Pipeline Management
• 50 InMails per month• Premium Search & Full Visibility
(In- and Out-of-Network)• Custom Workflow & Team
Collaboration
If recruiting is a top priority for your company, an upgraded recruiting account is a worthwhile addition to your existing
efforts
*Each account level includes all of the features of the level below it, as well as the additional features stated
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• Objective
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
• Recruiting
• Lead Generation
• Thought Leadership
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Lead Generation
Users not only make more money, but decide where money will be spent
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LinkedIn has a visitor-to-conversion rate of 2.74%, which is nearly 3x the rate of Facebook and Twitter
45% of LinkedIn’s members are considered major decision makers for their companies
23% Higher household income than the U.S. general population
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Lead Generation
Start by providing helpful information before you
turn it into a sale
Don’t try to sell at the very beginning of the
conversation
Reach out to people with their interest in
mind
Take an indirect approach to gain credibility before you make a pitch
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• Objective
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
• Recruiting
• Lead Generation
• Thought Leadership
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Thought Leadership
Make sure your LinkedIn profile and page represent how you would like to be viewed
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3 out of 4 use LinkedIn to keep up on business news
43% Are learning about companies on LinkedIn
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Thought Leadership
View groups you’re currently a member of, search for groups to join, or create a new group
Make a name for yourself by joining groups outside your
industry to network with potential clients
College Alumni Groups are great ice breakers, even for
alumni outside of your current industry but whom could still benefit from your
services
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Thought Leadership
Maintain your leadership position be keeping active on LinkedIn
Find out what the competition is doing
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Stay ahead of the latest trends
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Show your audience that you are “in-the-know”
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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Create a LinkedIn Profile
Make it Personal
Build Your Recommendations
Show Samples of Your Work
Create a Company Page
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
#1: Create a LinkedIn Profile
Your LinkedIn profile is an upload of your resume in a digital format. Make sure your LinkedIn profile represents how you would like to be viewed by colleagues, potential employers
and potential employees.
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Visit www.linkedin.com to fill out the simple sign-up sheet.
You must use a company email address as your
primary email (any personal email addresses can be listed as
secondary)
Follow LinkedIn’s simple steps to complete your profile, using
its guided editing tour
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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Create a LinkedIn Profile
Make it Personal
Build Your Recommendations
Show Samples of Your Work
Create a Company Page
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
#2: Make it Personal by Customizing your URLS
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Customize your URLs:
1.Click “Edit” next to the default name
2.Select “Other” in the drop-down menu next to the site name
3.Type the name as you want it to appear
Customized URLs are important to boost organic search
results within LinkedIn, and they also increase the chances
that prospects will click on your links
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
#2: Make it Personal by Creating a Vanity URL
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Create a URL that identifies with you and your industry
On your profile, click the dropdown next to Edit, then
“Manage public profile settings”
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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Create a LinkedIn Profile
Make it Personal
Build Your Recommendations
Show Samples of Your Work
Create a Company Page
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Remember: Don’t Be Shy! Networking success in social media comes from an active,
not passive, presence.
Reciprocity is key: Recommend others, and they
will recommend you.
#3: Build Your Recommendations
Standout from the crowd and get instant credibility with LinkedIn recommendations
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
How to Get Recommendations
Hover over your profile picture to reveal Account & Settings, then click
Privacy & Settings
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In the middle of the Privacy & Settings page, click Manage Your
Recommendations
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Click Ask to Be Recommended
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Fill in the 3 fields on theRecommendation Form
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
How to Give Recommendations
View the person’s profile you’d like to recommend
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Click the dropdown next to Send A Message, then click Recommend
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Select what you want to recommend the person as:
Colleague, Service Provider, Business Partner, Student
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Create your recommendation
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Endorsements are another way to gain credibility
Because these are searchable, as many
relevant skills as possible should be added (max: 50)
Use your coworkers – endorse each other for
important skills, as these items will be listed first
Avoid repetition to maximize the power of your
endorsements for each distinct skill
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
How to Add Skills
Add up to 50
Look to coworkers and competitors
for examples
Re-order skills based on order of importance and endorsements
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Managing Endorsements
Display endorsements for credibility
You can manage/ hide endorsements from users if necessary
Endorse other coworkers to
encourage them to do the same for you
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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Create a LinkedIn Profile
Make it Personal
Build Your Recommendations
Show Samples of Your Work
Create a Company Page
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
#4: Show samples of your work
LinkedIn allows you to keep your content fresh easily and seamlessly
Add samples of your work, including
images, videos, audio files,
presentations and other
documentsYou can upload pieces of your portfolio in the
Summary, Experience and
Education sections
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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Create a LinkedIn Profile
Make it Personal
Build Your Recommendations
Show Samples of Your Work
Create a Company Page
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
#5: Create a Company Page
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Click Add a Company in the top right corner of the Companies page
From your personal profile, click Companies in the dropdown under Interests
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Complete the required fields on the given form – you must use your company email address and make sure the company name listing matches the name you use in your profile
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Designated 2-3 employees as Admins to help keep your page fresh
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Your company profile must be built out and incorporate the company’s message for target segments
Think big[ger] picture when
describing who you are and what you do
Company Description
Add your company logo and cover
photo to encourage brand recognition
and provide a social media identity
Describe your status in company
type and company size. Link to your
company website directly from this
page
Ensure you are found by selecting 2-3 specialties or
keywords that describe what you
do
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Keep your company page active, relevant and current by sharing updates
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Similar to Facebook, any press releases that your
company writes, articles that your company is featured in,
presentations that your company gives, and more can be shared on your company page give credibility and show you are a thought
leaderYou can Sponsor your
company updates so that they appear in the feeds of
LinkedIn members outside of your company page followers. You can pay per impression
or per click, and the cost depends on your target
audience
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Build out your company’s Products & Services page
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TribalVision uses product visuals and an
introductory video to showcase its products to
prospects viewing its profile
TribalVision then separates its product offerings into relevant
segments, so prospects can more easily find the information that they’re
interested in
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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Analytics
Set Goals
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Analytics: What can you measure with LinkedIn?
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Track
Learn
UnderstandUnderstand who’s visiting your company page and what content they find most engaging
Learn about your follower community-how it’s growing and what types of followers you’re attracting
Track which status updates are drawing the most traffic to your page and greatest engagement
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Analytics: What can you find out about your audience?
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The Analytics feature can give you insight into the engagement level of any articles/links you post, your page’s daily reach and demographic
information of your followers based on several filters
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
You can access analytics for company pages and premium personal accounts
Personal Account: See Keywords that Led to You and Frequency of Profile Views
Company Account: See Demographics
based on Industry, Seniority,
Company Size, etc
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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Analytics
Set Goals
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
GOAL #1: Reach 500+ Connections
Set Goals
Reach out to people whom you have talked
with--don’t blindly request a connection.
Commit one day a week to make 1-3
connections
This keeps your company “Top of
mind”
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Don’t be like everyone else and only join 2 or 3 groups.
Remember the trick: Join groups that have potential clients!
GOAL #2: Join 10 groups
Set Goals
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Include links to your website
Show people you are engaged
Meet new people, make new connections
GOAL #3: Every week, start 2 discussions in each group
Set Goals
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
47
Should you pay?
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Executive$99.95/month
Business Plus $49.95/month
Business Account
$24.95/month
• 3 InMails per month• 300 Profiles per search• 5 weekly Saved Search Alerts
• 10 InMails per month• 500 profiles per search • 7 weekly Saved Search Alerts
• 25 InMails per month• 700 profiles per search • 10 daily Saved Search Alerts
If you are committed to using LinkedIn as a tool for your business,yes you should pay for an account
Should You Pay?
*If you pay annually you can save 25% off the listed price
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
In addition to how often you plan to visit LinkedIn, you also need to consider what you’ll get out of it
Should You Pay?
You should pay for an upgraded
LinkedIn account IF…
You want to know exactly who is searching for you.
You will actively use the additional features.
You need Profile Organizer because your account is flooded with contacts.
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Increase the chance your InMail will be read by giving it an appropriate Subject Title
Look at the “Interested In” section of any profile. If they are interested in “Business Deals,” you can title your message with “Potential Business Deal.”
How many new prospects will you need to contact to reach your goals?
InMails Allow You to Contact High Quality Leads
InMails generate response rates up to 30x higher than cold calling and
10x higher than email campaigns. Employees can also ask
for introductions from mutual contacts to improve credibility and
response rates.
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Access to Advanced Search Features are Available with a Premium Account
How important is it for you to monitor competitors, prospects and industry trends?
Refine search results to get in contact with more
of theright people
Save your search to be notified when a person
who fits the criteria joins LinkedIn
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Save and retrieve profiles of interest.
Make notes or bookmark certain profiles.
Organize profiles of interest into folders with different categories such as: Top
Prospects, Industry Experts, High Touch Clients
Keep Your LinkedIn activity organized with a Premium Account
This helps you to manage relationships to grow business and remember your LinkedIn connections. Will organization (or
disorganization) make or break your success?
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Stand Out From the Crowd by Distinguishing Yourself as a Premium member
Displays a golden “In” Badge next to your name, both on your profile and
when people search for you
Do you need that little “extra” to standout?
You may turn visibility of the badge off at any time.
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CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Receive Messages from LinkedIn Members Outside of Your Network with OpenLink
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Anyone on LinkedIn can send an OpenLink message to these Premium members without an introduction or
paying for an InMail
Visit your Privacy & Settings page and select the option to Accept
Messages in the OpenLink section. An icon will be displayed nextto your name once you opt-in.
OpenLink messages are free InMail messages that can be sent to any OpenLink Network member, even if they are
outside of your network
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Is It Worth It to Pay For a Premium LinkedIn Account?
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If you are only a casual user without use of advanced features
No
YesIf you see value in any of these features discussed
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case Study
• Conclusion
Objective
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Case Study
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Case Study
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Background
Challenge
Solution
Results
A postcard-based marketing company that focuses on giving away free marketing advice and offers affordable direct-mail printing for small businesses.
The company needed to increase its online presence and generate leads on a small budget.
The company became very active users of LinkedIn – it became a thought leader and joined and participated in Groups. It also personalized responses that were issued to individuals looking for a connection request.
The company generated 600 quality leads – with contacts providing their information – in just one year. LinkedIn leads resulted in more than 72% of the company’s actual business.
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
• How is LinkedIn being used?
• Get Started: Simple Actionable Ideas
• Set Goals to Solidify Your Success
• Should You Pay?
• Case study
Objective
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Conclusion
CONFIDENTIAL ‹#›Wednesday, June 11, 2014
Grasp the vast opportunities within reach for small to medium sized
businesses.
Capitalize and reap the benefits
Increase your ability to succeed
Conclusion
LinkedIn is networking the smart way for small business. It is an interactive solution that allows you to compete in a larger market,
generate leads, and increase profit all from your computer.
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Friday, June 6, 14Wednesday, June 11, 2014
Generating Business in the New Normal Economy