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Integrated marketing - Using LinkedIn as your Hub for marketing

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How to integrate all of your marketing so that it works together. Using LinkedIn as the hub of your marketing activity.

How to integrate all of your marketing so that it works together. Using LinkedIn as the hub of your marketing activity.

Published in: Marketing, Business, Technology

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  • 1. Integrated Marketing Communications Using LinkedIn to coordinate your marketing and grow your business 3 Parts: Integrated Marketing LinkedIn basics LinkedIn as the Hub
  • 2. Integrated Marketing Communications 2 Why bother to coordinate? Think about your day. Do you get sidetracked? Do you forget to do something you planned? Reinforce your message
  • 3. Marketing Initiatives 3 Website Write letters promotions Create Blog Articles Add events Announce new products services Social Media Email Marketing
  • 4. What’s the sales process? • First, there’s a need • Begins with online search or networking function • Next step? LinkedIn • Find the right person (expertise) • Needs confirmation? • Consistency - email newsletter • Makes a call / start conversation 4
  • 5. Integrated Marketing Communications Demonstrating your expertise is essential to the sale, and is best done over a period of time, in several different venues. 5
  • 6. What’s involved? • Email marketing • Calls • LInkedIn • Social media posts • Blog articles • Email marketing • Networking • Announcements • Events • Website 6
  • 7. Demonstrating Expertise •Develop a strategy •Create an editorial •calendar •What is the topic(s) of interest for each month 7
  • 8. How do you get there? • Start with what you do • Add bit by bit • Get used to it and add something else • Everything works together 8
  • 9. LinkedIn • A good place to play: 300 million members / business professionals • 6.6 million/month in last 15 months • 50% of traffic via mobile by end of 2014 • 91% of B2B marketers deliver content through LinkedIn • MOST of the traffic (90%) to blogs comes from Facebook, Twitter and LinkedIn – which accounts for half of that traffic • If LinkedIn had a personality, you would maybe say that it was quiet, professional and quite private • 9
  • 10. LinkedIn is the Hub • LinkedIn – online networking • Be sure your profile is complete • What are your interests? • Use the site regularly to produce business • Build your brand 10
  • 11. Your profile, photo and title • Complete profile – I need to know you’re serious. • Photo – without it, I don’t take you seriously. • Title: make it value based. • Include “keywords” • Answer the question: “Why should I connect with you?” • Describe the value that you bring to the marketplace 11
  • 12. LinkedIn – Your summary • Build a concise, professional summary • Answer the question: How can I help you? Use your background, expertise and accomplishments to tell people how you can help them. • Make it short: 2-3 paragraphs and maybe a list (there is a limit 1700/2000 characters) • Add a call to action – phone and email 12
  • 13. LinkedIn – Summary • SEO friendly content • Keywords and skills that best describe your capabilities • What words would your ideal customer use to find you? • Is your profile visible to the public or are you using privacy settings 13
  • 14. 14
  • 15. 15 Bulleted list – how do you help your clients? List your specialties Call to action Summary
  • 16. Summary 16 Customize your website listings – adding blogs and any other URLs Add projects and images
  • 17. 17 Skills & Expertise A word about endorsements
  • 18. Get Business From LinkedIn How? • Build your network – connect. (Create Awareness) • Build your reputation – Post info. (Engage) • Visibility increases. • LinkedIn Home. Pulse. Interests. Influencers • Get referrals/sales – Prospect finds you. • Who’s viewed? • Search / Advanced search • Takes another step. Signs up for e-newsletter. 18
  • 19. Home 19 Who’s Viewed? News
  • 20. From My Home Page 20
  • 21. Who’s viewed? 21
  • 22. LinkedIn Pulse 22
  • 23. Influencers 23
  • 24. Channels 24
  • 25. Publishers! 25
  • 26. Interests 26
  • 27. Searching Contacts 27 • Sort Recent Conversation • Sort by Connection or All Contacts • Search field
  • 28. 28 Tagging Contacts • You can tag your contacts • Keywords that help organize and sort your contacts • Sort by Connection or contact 28
  • 29. Using Tags • You can tag your contacts • Network / contacts • Here’s my list 29
  • 30. Using Tags • You can filter your contacts • By company, location, title, also by tag 30
  • 31. Using Tags • Filter by Tag • My tags 31
  • 32. Using Tags • Filter by Tag • My tags • Filter by BNI 32
  • 33. Using Tags • Filter by Tag • My tags • Send message to BNI • Allows only my Contacts (1st) • Group message 33
  • 34. Notes on Contacts – a kind of CRM 34
  • 35. Engaging your audience • Homepage • "Who's Viewed Your Updates“ • Tracks views, likes, and comments across all updates you posted in the last 14 days. • Tells me whether or not I am engaging my audience 35
  • 36. Free or Paid Account? 36
  • 37. How to create a company page http://marketing.linkedin.com/get-started • Member of your company has to create your page – or someone with the same URL in the email address (email domain must be specific). • Online video on how to set up a company page • Step by step process, asks questions, you upload image and logo 37
  • 38. Company Pages • Create a company profile • Add your specific skills • Website, industry and whether public or private • Spotlight customer recommendations • Optional: add a career page • Post to the company page regularly • Link from your profile to your company page 38
  • 39. 39 Questions?