Linked in for Business Growth 20 Oct 2011

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IRUN, Paul Bourdillon, Linked In for Business Growth presentation at Kent Invicta Chamber of Commerce, 20th October 2011

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  • Of course, twitter and social media in general are just one spoke in the wheel of activities you can use to promote your business and website.(Read list anti-clock from MultiMedia).If you have a good product or service, a high Gross margin and spare capacity, Irun have the tools and experience to deliver:More EnquiriesBetter Conversion RatesHigher Customer RetentionCross-Sell & Up-Sell…A Bigger Return on your Marketing Investment
  • Of course, twitter and social media in general are just one spoke in the wheel of activities you can use to promote your business and website.(Read list anti-clock from MultiMedia).If you have a good product or service, a high Gross margin and spare capacity, Irun have the tools and experience to deliver:More EnquiriesBetter Conversion RatesHigher Customer RetentionCross-Sell & Up-Sell…A Bigger Return on your Marketing Investment
  • Linked in for Business Growth 20 Oct 2011

    1. 1. UsingFor Business Growth
    2. 2. Linked In for Business Growth – Tools & Strategies © Peter Lisney and Irun Business Intelligence 2009
    3. 3. Context (Blended Marketing) Direct Mail P.R. Field Mktg. Joint Ventures Networking Teleseminars Testing & Exhibitions Measuring & Events Social Print Networking Advertising Social Bookmarking SEO Multi-Media Blogging Website Email Mktg. Optimisation Link Strategy PPC/Banners © Peter Lisney and Irun Business Intelligence 2009
    4. 4. Today’s Workshop• Intros: Attendee Objectives / Challenges• Why use Social Media? Why Linked In?• Examples of Business Successes via Linked In• Review your Business & Marketing Goals• Who am I trying to target? © Peter Lisney and Irun Business Intelligence 2009
    5. 5. Today’s Workshop• Setting up an account & profile• LinkedIn Etiquette• Groups, Events, Ads, Discussions, Answers• What else should I be doing?• What Next? © Peter Lisney and Irun Business Intelligence 2009
    6. 6. Introductions• 30 second pitch (USP’s)• Attendee Objectives for today / Challenges © Peter Lisney and Irun Business Intelligence 2009
    7. 7. Why Use Social Media?• Social Media can (if used properly) help you or your brand stay ‘top of mind’ with your ideal prospects and customers• If you have a relationship, when they’re in the market, you’re in contention and you’re above others who don’t © Peter Lisney and Irun Business Intelligence 2009
    8. 8. Why LinkedIn?• 120m+ professionals around the world as of August 4, 2011• 26m+ members in Europe• 6m+ members in the UK © Peter Lisney and Irun Business Intelligence 2009
    9. 9. More Facts About LinkedIn• Professionals are signing up to join LinkedIn at a rate that is faster than two new members per second.• The company is publicly held and has a diversified business model with revenues coming from hiring solutions, marketing solutions and premium subscriptions.• LinkedIn has 1,515 full-time employees up from 1000 in Jan 11 and from 500 at the beginning of 2010. © Peter Lisney and Irun Business Intelligence 2009
    10. 10. Facts About LinkedIn• All 2011 Fortune 500 companies have executives that are LinkedIn members• Linked In’s corporate hiring solutions are used by 75 of the Fortune 100 companies• More than 2 million companies have LinkedIn Company Pages• LinkedIn represents a valuable demographic for marketers with an affluent & influential membership © Peter Lisney and Irun Business Intelligence 2009
    11. 11. Why Use Linked In?• Get to know other local businesses• Learn from others Worldwide• Share your ideas and experience• Find new suppliers• Find new customers (Sales!)• Find new employees• UK Companies on LinkedIn © Peter Lisney and Irun Business Intelligence 2009
    12. 12. IRUN and LinkedInCorporate Policy & Strategy• All members are to have an account• Use this to publish events and market• For clients that sign up, use to support marketing strategy © Peter Lisney and Irun Business Intelligence 2009
    13. 13. Examples of Local Successes• Mike Cruse, Vigil Security• Having been on Linked-In since February this year – an earlier attempt in December 2010 was abandoned due to ignorance of the process – I was contacted seemingly out of the blue by a security consultant, requesting that we connect. Having undertaken a profile check, I decided to agree. A little while later, I received an e-mail asking me if I/my company would be interested in quoting for an electronic security project in the South-East. I was happy to say “Yes” and was contacted with details of the site and a meeting date.• What I could never have imagined was the sheer size of the project, which has involved proposals of between £140K & £160K. We have gone through the first 2 stages of a 3 stage review and now await the sign-off from the money-men.• Why did this take place? According to the security consultant, it was initially because my profile popped up on the Linked-In radar. Having been happy with my profile, the consultant was then very happy with the details found on our company’s website and decided to ask if we were interested. © Peter Lisney and Irun Business Intelligence 2009
    14. 14. Examples of Local Successes• Would we have achieved this without Linked-In? Highly unlikely!• How do both my directors and I feel about Linked-In? Very enthusiastic!• Would we recommend the best use of Linked-In? Absolutely!• More information about Vigil Security can be found on our two websites: -www.vigil-security.comww.vigildirect.co.uk © Peter Lisney and Irun Business Intelligence 2009
    15. 15. Examples of Local Successes• IRUN Canterbury’s latest Linked In success - just quoted for a 4.5K job directly as a result of a new connection made on Linked In.• I met an IFA at BoB Networking last week, asking about Linked In and our Social Media and Internet Marketing services.• He was excited at meeting, on Linked In, a new Business Rescue / Insolvency Practitioner to refer his clients to.• Turns out it’s our client, and we created the Linked In updates that found him! © Peter Lisney and Irun Business Intelligence 2009
    16. 16. 3 Steps To Success on LinkedIn: Start Exchange BuildConversations Information Relationships © Peter Lisney and Irun Business Intelligence 2009
    17. 17. Social Media - Measuring ROI• Is time spent on social networking a cost or an investment?• It depends on the resultsRecommendations:• Nonfinancial impacts (website traffic)• Financial data (advanced Analytics)• Plot social media activity against sales revenue, transactions, new customers, loyalty data and market research © Peter Lisney and Irun Business Intelligence 2009
    18. 18. Strategy• Set objectives (Business & Marketing objectives)Q: Who are my ideal customers?A: Revisit your P&L --> bottom line – Local clients – National – International © Peter Lisney and Irun Business Intelligence 2009
    19. 19. Setting Up an Account © Peter Lisney and Irun Business Intelligence 2009
    20. 20. Basic Settings• Edit your profile• Add your picture• Manage your account settings © Peter Lisney and Irun Business Intelligence 2009
    21. 21. Improving and Optimising Your Profile• Select a profile headline that is keyword rich and says what you do and not who you are• Make your profile ‘public’ so Google can see it and prospects can read it• Add descriptions to your 3 websites• Use keywords where ever possible• Connect to your Twitter account and even a blog © Peter Lisney and Irun Business Intelligence 2009
    22. 22. Dos and Donts• Do – Ask questions – Answer Questions – Post Interesting posts of others’ – Engage• Dont – Try to sell all the time – Be spammy – Be dull – Let LinkedIn consume you! © Peter Lisney and Irun Business Intelligence 2009
    23. 23. Linked In Etiquette1. Dont say yes to an invitation from a person you dont really know (or have some connection with).2. ALWAYS personalise an invitation to reflect where/when/how you met or the common ground or reason you wish to connect. Make it easy for the person to remember you and accept your invitation.3. Dont send invitations to people who dont know you.4. Dont put your email address under your name on your profile.5. When you send an invitation, dont apologise.6. Remind me how I know you.7. Think about LinkedIn from the other persons perspective.8. Keep things a little informal. © Peter Lisney and Irun Business Intelligence 2009
    24. 24. Linked In Updates• To Sell or Not to Sell?• Services & offerings• Start conversations• Ask questions• Take a few minutes to think about a short- list of questions you might ask © Peter Lisney and Irun Business Intelligence 2009
    25. 25. Linked In Updates• Answer questions• Enter conversations, give informed opinions• Don’t be inflammatory• Repost topical information & events• Special offers & guarantees• Take a few minutes to think about a short- list of topics & events to post © Peter Lisney and Irun Business Intelligence 2009
    26. 26. LinkedIn Groups• Join relevant groups in your sector, and your target audience sectors• A group gives you a reason to connect (required by LinkedIn)• Use other people’s groups to find relevant people you may be interested in connecting with• As the number of connections grows, create your own groups to engage, segment connections and connect with them appropriately. © Peter Lisney and Irun Business Intelligence 2009
    27. 27. Publish your Events © Peter Lisney and Irun Business Intelligence 2009
    28. 28. LinkedIn Pay per Click Ads• Like Google and Facebook PPC• Only pay when someone clicks• Target your ads © Peter Lisney and Irun Business Intelligence 2009
    29. 29. Setting Up Direct Ads © Peter Lisney and Irun Business Intelligence 2009
    30. 30. Target Your Ads & Measure © Peter Lisney and Irun Business Intelligence 2009
    31. 31. Measure Your LinkedIn KPI’s• Number of connections (as long as they are meaningful)!• Direct enquiries• Sales• Website visits - Google Analytics• Advanced Analytics – Goals / Sales © Peter Lisney and Irun Business Intelligence 2009
    32. 32. Discussions / Answers © Peter Lisney and Irun Business Intelligence 2009
    33. 33. What else should you be doing? © Peter Lisney and Irun Business Intelligence 2009
    34. 34. BoB – Best Networking Format• It combines the best of all the other networking organisations• It is professional, business- focussed, friendly, enjoyable, promotes your business, regular, not too regular, affordable, excellent web presence, structured but not too strict.• If you’d like an invitation to visit (Canterbury, Ashford, Maidstone, or other areas), let me know. © Peter Lisney and Irun Business Intelligence 2009
    35. 35. Start a Blog – Wordpress.com © Peter Lisney and Irun Business Intelligence 2009
    36. 36. Facebook page for fans © Peter Lisney and Irun Business Intelligence 2009
    37. 37. FaceBook page for fans © Peter Lisney and Irun Business Intelligence 2009
    38. 38. Hootsuite.com• Can manage multiple accounts• On multiple social networks• Integrates Twitter, Facebook, LinkedIn, Blog etc into one panel. © Peter Lisney and Irun Business Intelligence 2009
    39. 39. What Next?• Please complete our Feedback form• Let us have your email address so we can send you a link to this presentation• Register your account and start using it, find me and connect!• Or email me back with your LinkedIn username, I will connect• Contact IRUN for further support © Peter Lisney and Irun Business Intelligence 2009
    40. 40. Summary (Blended Optimisation) Direct Mail P.R. Field Mktg. Joint Ventures Networking Teleseminars Testing & Exhibitions Measuring & Events Social Print Networking Advertising Social Bookmarking SEO Multi-Media Blogging Website Email Mktg. Optimisation Link Strategy PPC/Banners © Peter Lisney and Irun Business Intelligence 2009
    41. 41. A Bit About Irun• Business development specialists who take the complexity & pain out of Internet Marketing, harnessing it to grow your business. How? – Business Website Design – Search Engine Marketing & Optimisation – Customer Databases & Email Marketing – Social Media Marketing – Referral System (collects Feedback, Testimonials & Referrals) – Ongoing Web Management• Clients large and small UK wide including Holiday Inn Express, Abacus Accountants and Thames Water © Peter Lisney and Irun Business Intelligence 2009
    42. 42. A Bit About IrunOffers• One to one, 60 minute Internet marketing clinic. Normally £120. Offer £90 (ex vat)• Develop and manage your Social Media account(s). Normally £250 per month. Offer £199 per month (ex vat)• Or if your website needs an overhaul arrange an appointment with one of our team © Peter Lisney and Irun Business Intelligence 2009
    43. 43. Any Questions? © Peter Lisney and Irun Business Intelligence 2009

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