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HOW TO MASTER LINKEDIN FOR MARKETING -1 of 1- by Hubspot

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HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot

HOW TO MASTER LINKEDIN FOR MARKETING -1 of 3- by Hubspot

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  • 1. 90% of professionals use social media to get access to thought leadership & information they couldn’t get elsewhere. SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
  • 2. 3 out of 4 professionals rely either lightly or heavily on professional networks to support business decisions. SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010 2
  • 3. 81% of LinkedIn members prefer to have separate social networks for their personal and professional lives. SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011 3
  • 4. How to Master LINKEDIN for Marketing Session 1: How to Use LinkedIn Company Pages & Groups #MasterLi 4
  • 5. Your Presenters: Scott Engelman Director of Online Marketing @LinkedIn Mike Volpe CMO @HubSpot 5
  • 6. Today’s Agenda: 1 Create a Company Presence 2 Attract Followers 3 Keep Your Followers Engaged 4 Amplify through the Network 5 Analyze & Refine 6
  • 7. CREATE COMPANY PRESENCE
  • 8. Add Your Company’s Information 1 Choose designated users to be your page admins. 2 Add your company info & a URL.
  • 9. Add Your Company’s Information 3 Add a company description. 4 Add your company specialties.
  • 10. Improve Your Overview & Products & Services Tabs PRODUCTS & SERVICES TAB OVERVIEW TAB
  • 11. Customize Content By Persona
  • 12. Customize Content By Persona
  • 13. It’s Easy to Create a New Persona
  • 14. Collect Recommendations
  • 15. Goals of Products & Services Tab 1 Showcase Products (or Other Content) 2 Generate Social Recommendations 3 Send Traffic to Your Website 4 Drive Leads to Your Business
  • 16. HOW TO ATTRACT FOLLOWERS
  • 17. Companies with most EFFECTIVE ENGAGEMENT need to have a minimum of 100-200 followers. LinkedIn tip 17
  • 18. Three Easy Steps to Get Started: 1 Invite your family, friends & coworkers first. 2 Reach out to people through existing means of communication—email, phone, in person, etc. 3 Mention your LinkedIn Company Page across your website & other channels. 19
  • 19. Add A Follow Company Button to Your Web Site
  • 20. Run An Email Campaign to Drive Following INCLUDE A DIRECT CALL-TO-ACTION. CONSIDER OFFERING AN INCENTIVE. PROVIDE CONCRETE BENEFITS.
  • 21. Invite Industry Thought Leaders IDENTIFY THOUGHT LEADERS. SEND THEM PERSONAL INVITES. ENCOURAGE THEM TO FOLLOW YOUR COMPANY PAGE
  • 22. How to Use Groups for Follower Growth ENGAGE WITH PEOPLE FROM COMPANIES YOU FOLLOW. REFER THE COMPANIES IMPORTANT TO YOUR BUSINESS. PARTICIPATE IN DISCUSSIONS.
  • 23. Promote on Other Marketing Materials BUSINESS CARDS, FLYERS & EMAIL SIGNATURE EBOOKS, WHITEPAPERS AND GUIDES PRESENTATIONS AND EVENT MARKETING COLLATERAL
  • 24. HOW TO KEEP YOUR FOLLOWERS ENGAGED
  • 25. The QUESTIONS that customers ask you are one of the best places to start for your updates. 28
  • 26. Share Information Your Followers Care About USE QUESTIONS
  • 27. Give Your Followers Clear Directions ENCOURAGE THEM TO TAKE ACTION, SUCH AS “SIGN UP,” “LIKE” OR “DOWNLOAD.”
  • 28. Test Best Times to Post POST ON WEEKDAYS. IS YOUR COMMUNITY ENGAGED IN THE MORNINGS? POST AT LEAST ONCE A DAY.
  • 29. Best Practices for Status Updates 1 Use links & images in your status update. 2 Make your updates short. 3 Tell your followers what action to take.
  • 30. AMPLIFY THROUGH NETWORK
  • 31. There are 1M Groups on LinkedIn. MARKETING FACT
  • 32. Example of a LinkedIn Group:
  • 33. Customer Engagement Through Local LinkedIn Groups:
  • 34. Best Practices for LinkedIn Groups 1 Stay active! 2 Engage people in thought leadership discussions. 3 Set guidelines for discussions. 4 Content creation.
  • 35. ANALYZE & REFINE
  • 36. Ensure You’re On the Right Track Check your Followers Statistics on an ongoing basis
  • 37. Measure Engagement Check LinkedIn stats to keep engagement in the core of your strategy
  • 38. Available Metrics 24h After Posting Impressions, clicks and level of engagement
  • 39. Gain Insights about Your Followers Analyze demographic information about followers
  • 40. Keep Track of ROI See connection between LinkedIn marketing and real business results
  • 41. Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
  • 42. 3 2000 7 days inbound marketing professionals learning tracks 50+ 6 breakout sessions inspiring keynotes 15 small group workshops REGISTER TODAY! www.InboundConference.com www.InboundConference.com 0 reasons not to GO!
  • 43. THANK YOU. 48
  • 44. POST YOUR QUESTIONS: http://bit.ly/HS-LI-GROUP

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