Linked In For Business Growth Oct2012

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Presntation given for Kent Business Events & Best Business Events by Paul Bourdillon of IRUN Canterbury, on 16th October 2012.

Presntation given for Kent Business Events & Best Business Events by Paul Bourdillon of IRUN Canterbury, on 16th October 2012.

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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

Transcript

  • 1. Using For Business GrowthPresented by Paul Bourdillon (IRUN)
  • 2. 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? © Paul Bourdillon Irun Canterbury 2012
  • 3. Today’s Workshop• Setting up an account & profile• LinkedIn Etiquette• Groups, Events, Ads, Discussions, Answers• What else should I be doing?• What Next? © Paul Bourdillon Irun Canterbury 2012
  • 4. Introductions• 60 second ‘elevator’ pitch (USP’s) – Why do business with us – What do we accomplish for people? – Problems solved – Emotions resolved – Benefits provided• Attendee Objectives for today / Challenges © Paul Bourdillon Irun Canterbury 2012
  • 5. Summary (Marketing Mix) Direct Mail P.R. Field Mktg. Joint Ventures Networking Teleseminars Good Website is Testing & critical Exhibitions Measuring & Events Social Print Networking Advertising Social Bookmarking SEO Multi-Media Blogging Website Email Mktg. Optimisation Link Strategy PPC/Banners © Paul Bourdillon Irun Canterbury 2012
  • 6. Marketing Stats © Paul Bourdillon Irun Canterbury 2012
  • 7. Why Use Social Media?• Social Media can … spread your brand ‘virally’• Helps bring clients to you (‘pull’ marketing)• … (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 © Paul Bourdillon Irun Canterbury 2012
  • 8. Why Use Social Media?• 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• Be FOUND on the search engines! © Paul Bourdillon Irun Canterbury 2012
  • 9. Social Media Comparisons © Paul Bourdillon Irun Canterbury 2012
  • 10. Social Media Stats• 42% of UK SMEs are successfully using business social networks to find new customers [Source: Regus, June 2011]• 65% of UK SMEs believe that marketing must now use social networks, in addition to traditional marketing techniques, to be successful [Source: Regus, June 2011]• 87.3% of UK consumers sometimes or always read reviews before purchasing © Paul Bourdillon Irun Canterbury 2012
  • 11. Social Media Stats• 26% of UK SMEs are using Facebook to promote their business [Source: YouGov survey, October 2011]• 25% of UK SMEs are using LinkedIn to promote their business [Source: YouGov survey, October 2011]• 21% of UK SMEs are using Twitter to promote their business [Source: YouGov survey, October 2011]• 10% of UK SMEs are using YouTube to promote their business [Source: YouGov survey, October 2011] © Paul Bourdillon Irun Canterbury 2012
  • 12. Benefits of Social Media• closer customer contact – create and maintain a public dialogue with existing customers, new customers, your competitors and suppliers.• improves your online reputation - show your business to be progressive, proactive and interested in customers – for a negligible cost.• search engine rankings – search engines like Google like the links to your website, you can get more links using social media, helping to improve your ranking.• fast - immediacy of email• cheap - low cost base. © Paul Bourdillon Irun Canterbury 2012
  • 13. Problems with social media• Handled badly, it can create a PR crisis.• Which ones do we use?• Let’s get started! © Paul Bourdillon Irun Canterbury 2012
  • 14. Why LinkedIn?• 175m+ professionals around the world (as of August 2, 2012• 39m+ members in Europe (June 30)• 10m+ members in the UK (Sept 17) © Paul Bourdillon Irun Canterbury 2012
  • 15. 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 © Paul Bourdillon Irun Canterbury 2012
  • 16. More Facts About LinkedIn• Professionals are signing up to join LinkedIn at a rate that is faster than two new members per second.• More than 2 million companies have LinkedIn Company Pages.• 131 million unique visitors in June 2012, making LinkedIn the 26th most visited website in the world. © Paul Bourdillon Irun Canterbury 2012
  • 17. 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 © Paul Bourdillon Irun Canterbury 2012
  • 18. IRUN and LinkedInCorporate Policy & Strategy• All members are to have an account• Use this to publish events and market• For clients that sign up to our web management services, use to support marketing strategy• Company account / profile © Paul Bourdillon Irun Canterbury 2012
  • 19. Examples of Local Successes• IRUN Canterbury’s latest Linked In success - just asked for an SEO quote directly as a result of a new connection made on Linked In.• I met an IFA at BoB Networking, 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! © Paul Bourdillon Irun Canterbury 2012
  • 20. Setting Up an Account• Go to www.linkedin.com © Paul Bourdillon Irun Canterbury 2012
  • 21. Basic Settings• Edit your profile• Add your picture• Manage your account settings © Paul Bourdillon Irun Canterbury 2012
  • 22. 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 wherever possible• Connect to your Twitter account and even a blog• Ask for Recommendations © Paul Bourdillon Irun Canterbury 2012
  • 23. Connections © Paul Bourdillon Irun Canterbury 2012
  • 24. 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. © Paul Bourdillon Irun Canterbury 2012
  • 25. Publish your Events © Paul Bourdillon Irun Canterbury 2012
  • 26. LinkedIn Pay per Click Ads• Like Google and Facebook PPC• Only pay when someone clicks• Target your ads © Paul Bourdillon Irun Canterbury 2012
  • 27. Setting Up Direct Ads © Paul Bourdillon Irun Canterbury 2012
  • 28. Target Your Ads & Measure © Paul Bourdillon Irun Canterbury 2012
  • 29. Discussions / Answers © Paul Bourdillon Irun Canterbury 2012
  • 30. New… EndorsementsSome more info about Endorsements © Paul Bourdillon Irun Canterbury 2012
  • 31. Other Tools & Facilities © Paul Bourdillon Irun Canterbury 2012
  • 32. 3 Steps To Success on LinkedIn: Start Exchange BuildConversations Information Relationships © Paul Bourdillon Irun Canterbury 2012
  • 33. 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 © Paul Bourdillon Irun Canterbury 2012
  • 34. Strategy• Set objectives (Business & Marketing objectives)Q: Who are my ideal customers?A: Revisit your P&L --> bottom line – Local clients – National – International – What size & sector? © Paul Bourdillon Irun Canterbury 2012
  • 35. 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! © Paul Bourdillon Irun Canterbury 2012
  • 36. 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. © Paul Bourdillon Irun Canterbury 2012
  • 37. 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 © Paul Bourdillon Irun Canterbury 2012
  • 38. 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 © Paul Bourdillon Irun Canterbury 2012
  • 39. 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 © Paul Bourdillon Irun Canterbury 2012
  • 40. What else should you be doing? © Paul Bourdillon Irun Canterbury 2012
  • 41. 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. © Paul Bourdillon Irun Canterbury 2012
  • 42. Start a Blog – Wordpress.com © Paul Bourdillon Irun Canterbury 2012
  • 43. Facebook page for fans © Paul Bourdillon Irun Canterbury 2012
  • 44. FaceBook page for fans © Paul Bourdillon Irun Canterbury 2012
  • 45. Hootsuite.com• Can manage multiple accounts• On multiple social networks• Integrates Twitter, Facebook, LinkedIn, Blog etc into one panel. © Paul Bourdillon Irun Canterbury 2012
  • 46. 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 © Paul Bourdillon Irun Canterbury 2012
  • 47. Successful Web-Marketing… Multi-Media Social Media Website Updates: Marketing Photos / Search Engine Video / Blog Marketing Feedback, Service Improvement, Ref errals 1. Lead Generation Attract Best Potential 4. Referrals Clients to your Social MediaReminders and Ask for Marketing Website Reasons to Referrals & Testimonials Return to the (SE-dynamic) Website An Effective Website That Regular Answers Their Feedback Problems GrowthE-NewsLetters An Effective 3. Retention 2. Conversion Website that Retain Your Impress Website Inspires & Current Visitors, Get them to Facilitates Professional Clients Longer Buy or Make Contact Enquiries Ongoing Communications Social Media Social Media Multi-Media Integration Activity: Engage Clients Website Facebook, T and Prospects on Updates: Photos witter, Linke Website / Video / Blog d In
  • 48. Super Six of Internet Marketing1. Effective Business Website Design2. Effective Search Engine Marketing (getting you on page 1 on Google)3. Customer Relationship Management (contact database & email marketing)4. Referral, Feedback & Testimonial System5. Social Media (the most versatile, today’s focus)6. Web Management (testing, measuring, reporting, implementing ongoing web strategy) © Paul Bourdillon Irun Canterbury 2012
  • 49. 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 © Paul Bourdillon Irun Canterbury 2012
  • 50. 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 & ECommerce – 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 © Paul Bourdillon Irun Canterbury 2012
  • 51. A Bit About IrunSpecial Offers for Today• One to one, 60 minute Social Media & Internet marketing clinic. Normally £180. 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 © Paul Bourdillon Irun Canterbury 2012
  • 52. Any Questions? © Paul Bourdillon Irun Canterbury 2012