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Using LinkedIn Polls for Great Marketing

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How to use LinkedIn Polls to learn more about potential clients or customers, and perhaps even to generate some leads.

How to use LinkedIn Polls to learn more about potential clients or customers, and perhaps even to generate some leads.

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  • Thanks Craig! Glad you enjoyed it.
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  • Excellent presentation. Shows clearly the learning process -- both from making and running the poll, and interpreting the results.
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  • Great job, Carl Phelps! An insightful and useful presentation.
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    Using LinkedIn Polls for Great Marketing Using LinkedIn Polls for Great Marketing Presentation Transcript

    • Using LinkedIn Polls for Great Marketing
      © 2010 GrowMotor All Rights Reserved
    • puts a question to LinkedIn users
      LinkedIn Polls is an application that
    • The Rules
      125-character limit for the question
      Up to 5 different 40-character responses
      Cannot select more than one answer
      $1 per response; add an extra $.50–$1 per targeting option
    • GrowMotor
      We recently repositioned our company and are always trying to find out more about our potential clients
    • Why LinkedIn Polls Makes Sense For Us
      Decision makers for our services are active LinkedIn users
      We want to speak directly to a larger pool of potential clients
      We have a low budget and few resources
    • Choose our poll question
      First we need to
    • Two Simple Goals:
      Learn more about potential clients
      Generate leads by alluding to the respondent’s real problems
    • First, We Started Big
      We brainstormed questions about
      Overall marketing performance
      Leadership
      Process
      Product development
      Positioning
    • Services we provide Right Now
      Then we refocused the questions on
    • One Final Criteria
      The results of the poll must help us market our services and test our ideas about marketing
    • The Question We Chose
      Are you going to write a marketing plan in 2011?
      • Already done! We write one every year.
      • Already done! This is our first time.
      • We plan to write one in December.
      • We might write one. We don’t know how.
      • What is a marketing plan?
    • Why It Works For Us
      We have clear expertise in marketing plans, which is reflected in content on our website
      We will learn how potential clients are using marketing plans, which will help us communicate how we can help them
      Respondents might realize that their companies need help with marketing plans
    • Guidelines For Writing a LinkedIn Poll
      Keep it simple and clear. Our question is straightforward and direct.
      The shorter the better. Our question is only 40 characters long.
      Use a casual, interesting tone. Our question sounds like something you would hear in casual conversation.
    • 50% discount per response
      Woohoo! Graeme has a LinkedIn Premium account…
    • Choose Up to 2 Targeting Options
      We selected:
      Job Function—Business Development, Creative, Marketing, Public Relations, and Sales
      Geography—US, UK, Australia, Canada, and South Africa
    • Just enough research
      We selected 100 responses for $50. That is all we need for
    • All 100 responses were collected
      20 hours after we posted the poll
    • Overall Results
    • Some Observations
      Most people wait until the last minute to do their marketing plan
      Many understand the importance of a marketing plan, but admitted they don’t know how to write one
    • Possible Potential Clients
      Let’s find out more about the 16% that responded:
      “We might write one. We don’t know how.”
      Let’s call them oranges
    • By Company Size
    • Some Observations
      Most oranges come from medium and small companies
      Almost half of respondents from medium-sized companies are oranges
    • By Age
    • 18-24 years old
      Oranges are young!
    • By Job Function
      Oranges are in business development, sales, and creative
    • Putting It All Together
      Oranges, or people who understand the importance of a marketing plan but don’t know how to do one, are either:
      Young entrepreneurs
      Young people in tactical marketing roles at medium-sized companies
    • So what?
    • Refine our message when we talk to an orange
      Now we can
    • We Will Emphasize That...
      We teach you how to write an effective marketing plan and implement successfully
      We develop your first 2-year marketing plan and calendar together
      Your marketing plan will read like an instruction manual, so anyone can use it
    • Other Discoveries
      People who responded “We plan to write one in December” have a tendency to be older and in small businesses
      People who responded “Already done! We write one every year” have a tendency to be middle aged and in large companies
      People who responded “What is a marketing plan?” were all in the age range of 25-34
    • Did It generate leads?
      What about our second goal?
    • But here’s What we learned
      Probably not…
    • Change Your LinkedIn Headline
      Include your company name in your personal LinkedIn headline because it appears at the bottom of the poll
      We should have changed Graeme’s title to Big Wheel @ GrowMotor before we published the poll
    • Marketing Performance Process™
      Understand customers, problems, needs
      Diagnose problems in current system
      Articulate the story
      Decide on the plan
      Communicate the story to customers
      Deliver the customer experience
      Measure results & improve the plan
    • Step 1: Understand
      LinkedIn Polls in the Marketing Performance Process™
    • LinkedIn Polls Can Help You
      Make new discoveries about your target market
      Confirm inclinations about your target market
      Refine your message
      Test product or service ideas
      Discover new potential customers
    • Personal conversations with potential customers
      Always confirm your findings from LinkedIn Polls in
    • Use LinkedIn Polls If
      You’re in B2B or your customers are working professionals
      You have a limited marketing budget and limited resources for market research
      You need to learn more about your target market and get feedback from potential customers (Hint: We all do!)
    • If You Want More
      Growmotor.com
      Facebook.com/growmotor
      Twitter.com/growmotor
      Linkedin.com/company/growmotor