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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
1. 125-character limit for the question
2. Up to 5 different 40-character responses
3. Cannot select more than o...
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
1. Decision makers for our services are active
LinkedIn users
2. We want to speak di...
CHOOSE OUR POLL QUESTION
First we need to
Two Simple Goals:
1. Learn more about potential clients
2. Generate leads by alluding to the
respondent’s real problems
First, We Started Big
We brainstormed questions about
• Overall marketing performance
• Leadership
• Process
• Product dev...
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 ...
Why It Works For Us
1. We have clear expertise in marketing plans,
which is reflected in content on our website
2. We will...
Guidelines For Writing a LinkedIn Poll
1. Keep it simple and clear. Our question is
straightforward and direct.
2. The sho...
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, ...
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
1. Most people wait until the last minute to do
their marketing plan
2. Many understand the importance o...
Possible Potential Clients
Let’s find out more about the 16% that
responded:
“We might write one. We don’t know how.”
Let’...
By Company Size
Some Observations
1. Most oranges come from medium and small
companies
2. Almost half of respondents from medium-
sized co...
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,...
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 ...
Other Discoveries
1. People who responded “We plan to write
one in December” have a tendency to be
older and in small busi...
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
botto...
Marketing Performance Process™
1. Understand customers, problems, needs
2. Diagnose problems in current system
3. Articula...
STEP 1: UNDERSTAND
LinkedIn Polls in the Marketing Performance Process™
LinkedIn Polls Can Help You
1. Make new discoveries about your target market
2. Confirm inclinations about your target mar...
PERSONAL CONVERSATIONS WITH
POTENTIAL CUSTOMERS
Always confirm your findings from LinkedIn Polls in
Use LinkedIn Polls If
1. You’re in B2B or your customers are working
professionals
2. You have a limited marketing budget ...
If You Want More
• Growmotor.com
• Facebook.com/growmotor
• Twitter.com/growmotor
• Linkedin.com/company/growmotor
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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.

Published in: Business, News & Politics
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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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Transcript of "Using LinkedIn Polls for Great Marketing"

  1. 1. Using LinkedIn Polls for Great Marketing © 2010 GrowMotor All Rights Reserved
  2. 2. PUTS A QUESTION TO LINKEDIN USERS LinkedIn Polls is an application that
  3. 3. The Rules 1. 125-character limit for the question 2. Up to 5 different 40-character responses 3. Cannot select more than one answer 4. $1 per response; add an extra $.50–$1 per targeting option
  4. 4. GrowMotor We recently repositioned our company and are always trying to find out more about our potential clients
  5. 5. Why LinkedIn Polls Makes Sense For Us 1. Decision makers for our services are active LinkedIn users 2. We want to speak directly to a larger pool of potential clients 3. We have a low budget and few resources
  6. 6. CHOOSE OUR POLL QUESTION First we need to
  7. 7. Two Simple Goals: 1. Learn more about potential clients 2. Generate leads by alluding to the respondent’s real problems
  8. 8. First, We Started Big We brainstormed questions about • Overall marketing performance • Leadership • Process • Product development • Positioning
  9. 9. SERVICES WE PROVIDE RIGHT NOW Then we refocused the questions on
  10. 10. One Final Criteria The results of the poll must help us market our services and test our ideas about marketing
  11. 11. 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?
  12. 12. Why It Works For Us 1. We have clear expertise in marketing plans, which is reflected in content on our website 2. We will learn how potential clients are using marketing plans, which will help us communicate how we can help them 3. Respondents might realize that their companies need help with marketing plans
  13. 13. Guidelines For Writing a LinkedIn Poll 1. Keep it simple and clear. Our question is straightforward and direct. 2. The shorter the better. Our question is only 40 characters long. 3. Use a casual, interesting tone. Our question sounds like something you would hear in casual conversation.
  14. 14. 50% DISCOUNT PER RESPONSE Woohoo! Graeme has a LinkedIn Premium account…
  15. 15. 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
  16. 16. JUST ENOUGH RESEARCH We selected 100 responses for $50. That is all we need for
  17. 17. ALL 100 RESPONSES WERE COLLECTED 20 hours after we posted the poll
  18. 18. Overall Results
  19. 19. Some Observations 1. Most people wait until the last minute to do their marketing plan 2. Many understand the importance of a marketing plan, but admitted they don’t know how to write one
  20. 20. 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
  21. 21. By Company Size
  22. 22. Some Observations 1. Most oranges come from medium and small companies 2. Almost half of respondents from medium- sized companies are oranges
  23. 23. By Age
  24. 24. 18-24 YEARS OLD Oranges are young!
  25. 25. By Job Function Oranges are in business development, sales, and creative
  26. 26. 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: 1. Young entrepreneurs 2. Young people in tactical marketing roles at medium-sized companies
  27. 27. SO WHAT?
  28. 28. REFINE OUR MESSAGE WHEN WE TALK TO AN ORANGE Now we can
  29. 29. 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
  30. 30. Other Discoveries 1. People who responded “We plan to write one in December” have a tendency to be older and in small businesses 2. People who responded “Already done! We write one every year” have a tendency to be middle aged and in large companies 3. People who responded “What is a marketing plan?” were all in the age range of 25-34
  31. 31. DID IT GENERATE LEADS? What about our second goal?
  32. 32. BUT HERE’S WHAT WE LEARNED Probably not…
  33. 33. 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
  34. 34. Marketing Performance Process™ 1. Understand customers, problems, needs 2. Diagnose problems in current system 3. Articulate the story 4. Decide on the plan 5. Communicate the story to customers 6. Deliver the customer experience 7. Measure results & improve the plan
  35. 35. STEP 1: UNDERSTAND LinkedIn Polls in the Marketing Performance Process™
  36. 36. LinkedIn Polls Can Help You 1. Make new discoveries about your target market 2. Confirm inclinations about your target market 3. Refine your message 4. Test product or service ideas 5. Discover new potential customers
  37. 37. PERSONAL CONVERSATIONS WITH POTENTIAL CUSTOMERS Always confirm your findings from LinkedIn Polls in
  38. 38. Use LinkedIn Polls If 1. You’re in B2B or your customers are working professionals 2. You have a limited marketing budget and limited resources for market research 3. You need to learn more about your target market and get feedback from potential customers (Hint: We all do!)
  39. 39. If You Want More • Growmotor.com • Facebook.com/growmotor • Twitter.com/growmotor • Linkedin.com/company/growmotor
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