How to Use LinkedIn for Marketing

How to Use LinkedIn for Marketing LinkedIn Best Practices from LinkedIn's Top Marketing Community Rick Burnes & Ellie Mirman Twitter: @rickburnes @ellieeille February 25, 2010

Agenda I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group

How We Organized This Webinar 3

Traditional Marketing (Outbound) 4

Marketing Today (Inbound) 5

What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 6

SEO Social Media Blog Flickr: WanderingtheWorld 7

Social Media Feeds the Funnel Blogging SEO LinkedIn Email Pay-Per-Click Website Visitors Leads LinkedIn Customers 8

How to Get Started Listen Share Your Content Listen More Build Relationships

Setup Your Profile 11

Build Your Network 12

Use Groups 13

Answer Questions 14

Thanks for Help Answering Questions! John McTigue Rebekah Donaldson Inbound Marketing Strategist CEO at B2B Communications www.kunocreative.com www.b2bcommunications.com Cleveland/Akron, Ohio Area Sacramento, California Area 16

LinkedIn Ads? Has anyone done research or surveys to evaluate the effectiveness of these Jennifer Stalford ads? Both click rates and lead Entrepreneur, Real Estate Investor, conversions. Charlotte, North Carolina Area 17

Adoption? How do I motivate my slightly old fashioned sales team to set up and use Lesley Hansen LinkedIn? Marketing Director TeleWare Group Darlington, United Kingdom 18

Spam? Once you set up a group, how do you manage membership to prevent members from spamming other Teri Gidwitz Digital marketing leader members? Greater Chicago Area 19

Spam? Once you set up a group, how do you manage membership to prevent members from spamming other Teri Gidwitz Digital marketing leader members? Greater Chicago Area 20

Applications? What applications are useful for optimizing the Linked In experience for the Inbound Marketer and who they are Erik Fisher Masters of Education trying to reach? Online Program Representative at Indiana Wesleyan University Indianapolis, Indiana Area 21

For Individuals? Or Companies? Linkedin still feels focused on the individual and job seeking, instead of the company and building business. How do Jackie Kaufenberg Marketing Manager at I make it into an asset for my company Altimate Medical Inc and integrate into the companies social Greater Minneapolis-St. Paul Area media initiatives? 22

Measurement? How does one measure the success of utilizing LinkedIn? And, how do the measurement methods differ from other Anand Thaker Online Marketing Manager social mediums? at APX, Inc Birmingham, Alabama Area 23

Track the Whole Funnel Website Visitors Leads Customers 24

How to Track Your Funnel Track visitors. 25

How to Track Your Funnel Track leads. 26

How to Track Your Funnel Track customers. 27

Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 28

Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 29

Final Thoughts … 30

Build Leverage 31

Who Knows How to Put All the Pieces Together? d.j.k. on flickr 32

HubSpot Puts the Pieces Together 33

Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes LinkedIn: www.linkedin.com/in/elliemirman Twitter: www.twitter.com/ellieeille

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How to Use LinkedIn for Marketing

by HubSpot All-in-one Marketing Software on Feb 25, 2010

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How to Use LinkedIn for Marketing — Presentation Transcript