LinkedIn Marketing Strategies
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Slides from my Social Media Marketing World Session on LinkedIn Marketing Strategies for Business Professionals

Slides from my Social Media Marketing World Session on LinkedIn Marketing Strategies for Business Professionals

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  • 1. Powerful LinkedIn Marketing Strategies Presented by Stephanie Sammons #SMMW13 (@stephsammons) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute March 24, 2013Friday, April 12, 13
  • 2. Who Are You? Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 3. Every Professional Can Benefit... Cultivate new leads, clients/customers, and business advocates (or help your firm do this) Engage with existing clients/customers Identify, source, recruit partners/employees Find employment/work projects Become an influencer/industry thought leader Uncover countless professional growth opportunities Teach employees/partners/vendors/clients to follow your lead Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 4. A Network of 200 Million Affluent, Educated Decision-Makers Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 5. LinkedIn = The Professional Web 200 Million+ active and engaged members with a purpose (to gather insights and network) Default Professional Online Identity (1st stop) 5.7 Billion People Searches (2012) 2 new members per second (39% YoY Growth) 1 Billion Endorsements Given/Received 25 Million Daily Profile Views Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 6. What Makes LinkedIn a “Premium” Social Network? Aspirational/Productive Relationship-centered Higher quality network (scale more quickly) Good Behavior (mostly) Email inbox integration (opt-in, trusted) Search engine visibility Inside search capabilities (recently improved!) Less competition (for the time being) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 7. Always Have an Influence Mindset: 1) Help someone solve a problem 2) Help someone get smarter 3) Help someone achieve more If you build influence, you won’t have to sell Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 8. 4 LinkedIn Marketing Strategies for Building Influence...and Business Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 9. #1)Build Powerful LinkedIn Profile Equity Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 10. Your Professional Store Filled With Help Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 11. Professional Profile Best Practices Complete every section possible (make LinkedIn smarter about you) Update/improve frequently 1st person (Avoid industry jargon) Add Skills/Expertise (keywords!) Give (to get) endorsements (search equity?) Add Media (use supported providers) Make everything public (exposure/visibility) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 12. Embrace Endorsements...G2G Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 13. Build a Company Page (Brand Asset) Small Business Big Brand Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 14. Company Profile Best Practices Complete page leveraging all features possible Add graphics and rich media to page Product/Services (calls to action?) About section - use keywords Ask for recommendations from clients/customers (through LinkedIn) Create different views for different target markets Showcase career opportunities (paid) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 15. Ask for Product/Service Recs Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 16. #2)Build an Intelligent Network Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 17. Your Network is Your Ticket to Growth Every new connection is an opportunity to grow your visibility and expand your influence within your industry...and beyond. Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 18. Build Your Personal Network Strategically... Make relevant and targeted connections (make LinkedIn smarter about you) Don’t limit your connections (bigger network = more related search appearances) Find the low hanging fruit (PYMK, Alumni, Groups) Follow and connect with industry influencers Follow relevant companies to find connections Invite connections on website/blog/email Use improved LinkedIn people search! (find intersections) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 19. Build Your Company Page Followers Initiate “Follow exchanges” with industry partners, vendors, advocates Promote page to email database Utilize Company Follow button on website/blog Cross promote on other social networks Run “follow” or “recommendation” ads Strive for engagement (follower network exposure) Get to 200 followers for traction (best advocates) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 20. #3)Build Network Influence Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 21. How to Build Influence on LinkedIn? Help your network solve a problem, get smarter, achieve more Position yourself/your company as an industry thought leader Be Personable Be the “go-to” resource in your industry (leverage LinkedIn Today) Be consistent to be memorable Invest in dialogue (discussions/engagement) IT’S A PROCESS! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 22. Building Influence Drives Profile Views Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 23. LinkedIn Profile Views Lead to... More Connections and Followers More exposure to your status updates Recommendations/Endorsements Engagement/Dialogue Referral Traffic Recognition/Memorable Business opportunities Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 24. Comments = Dialogue & Exposure Comments trump “Likes” and “Shares” Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 25. LinkedIn Groups Use Groups to build thought leadership and facilitate discussions... Source high quality well-managed LinkedIn Groups Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 26. Find Influencer topics that do well -Comment & Share -Blog about it and share again! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 27. Strive for Engagement on Company Pages Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 28. #4)Leverage LinkedIn Tools Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 29. LinkedIn Today (News with Social Context) Sharing relevant news with insightful commentary and opinion positions you as the expert... use the news! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 30. LinkedIn InMail Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 31. LinkedIn Social Ads Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 32. @Mentions Initiate dialogue Empower, compliment, thank, promote others (G2G) 1st degree connections (and comments) Twitter integration Exposure to connections networks Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 33. Slideshare LinkedIn owns Slideshare.net Expand visibility and reach in both networks Add to profile - showcase your professional insights Slideshare ads Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 34. Consider Advanced Tools & Strategies Premium Accounts Start your own group Mobile apps for on-the-go engagement LinkedIn publisher/share button LinkedIn Developer Tools (LinkedIn logins) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 35. LinkedIn Developer Tools/Integrations Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13
  • 36. More LinkedIn Insights? http://www.stephaniesammons.com @StephSammons Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2Friday, April 12, 13