LinkedIn is today the most popular professional social network in the world. It is increasingly considered a relevant B2B marke<ng tool, and many companies are making use of LinkedIn to increase their reach, engage their audiences and generate new business. If you want to communicate to a B2B audience and business professionals then LinkedIn with its 150 million members is a good place to play. If you want to engage with the business leaders and execu<ves then it is the ﬁrst channel to turn to. It’s important to recognize that Linkedin has diﬀerent demographics than Facebook, Myspace and other social networks. Linkedin is older (68% are 35+), wealthier (66% make $60/year+), and beRer educated (72% are college graduates). 35% of users access LinkedIn daily and 32% access the site a few <mes per week. Another 16% log into LinkedIn a few <mes per month while 8% log in whenever they get an email from LinkedIn. This document provides a few <ps that can help you make the most of LinkedIn for your business, and generate the visibility it deserves.
TOP JOB FUNCTIONS GENDER Female ﬁnance 3,817K admin 5,125K Engineering 6,158K Male educa<on entrepeneurs 5,363K 9,666K AGE Opera<ons 55+ 7,801K Informa<on 18-‐24 technology 5,633K Sales 35-‐54 8,730K support 3,868K consul<ng 3,815K 25-‐34
COMPANY SIZE 50% of users are business decision makers in their company. 201 – 500 2,509K 10,001 + 16,171K 51-‐200 2,734K 5,001–10,000 501-‐1000 1,001 – 5,000 3,547K 2,372K 7,096K 1-‐10 252K 11-‐50 1,308K
INDUSTRY Hi Tech Finance Manufacturing Medical Educa<onal Corporate Consumer goods Recrea<onal Construc<on Members, in million Government Arts Media Non proﬁt Transporta<on Service Legal Agriculture 0 2 4 6 8 10 12 14 16 There is a strong correlation between personal incomeand LinkedIn usage.
Various way to A company page allows your followers to stay in the loop on your display company company news, products & services, business opportuni<es and job informa3on openings. From the page, you can share the story of your company, Company proﬁle showcase your brand values and personality, and drive word of mouth. LinkedIn analy3cs for the company page Various tabs available: Overview, careers, products & services, and page sta3s3cs (visible only with an admin access) Users can view who within their network are connected to the company We recommend you visit the page http://linkedin.com/company/microsoft to view this example live, as well as the numerous possibilities such page offers.
! Tip: Add your products and services Show your key products and services with short descrip<on, direct web link and relevant contact within your company. Ask your customers to recommend a product or service you delivered. ! Tip: Engage with your followers Just like for TwiRer and Facebook, upda<ng a status is a good way to engage with our audiences via your LinkedIn company page. A new status is a conversa<on starter. It can be about a new project, a new employee, relevant job opportuni<es, etc. LinkedIn members can comment, like or share your company’s status update. ! Tip: Tailor your message to your audience. LinkedIn members following your company page are already interested in hearing what you have to say. The key is to remain relevant, genuine, authen<c, to the point, and courteous. Share links to press coverage, industry news, product releases, photos, graphs, infographic, videos, surveys, etc. ! Tip: Think quality, not quan0ty A key element to get your followers engaged and to build rela<onships is to oﬀer quality content – And not to provide updates as frequent as possible just for the sake of it. Think professional informa<on that can have an impact on your followers, and ul<mately help them in their day-‐to-‐day tasks. Oﬀer news, <ps and other insighlul, relevant informa<on about your industry or business. Use news module to link to the recent news published on your website and/or blog so people have easier access to them.
! Tip: Be part of the conversa0on. Make the most of your opportunity to network with your followers by asking them ques<ons, answering theirs. You might gain valuable inputs into what is expected from your company. It will show your willingness to be ac<ve and to connect with your audience, while growing your inﬂuence as an industry expert. ! Tip: Promote your page Make sure people know that you have a company page and how they can follow it. Once your page is created, you have the possibility to share it with your own network by clicking on the “Share” buRon on your company page overview. You can also “Send to individuals” to send the link to your page in an email. Remember to promote your page in newsleRers, on your Facebook page, via TwiRer, your website, etc. Just like any other social network, LinkedIn oﬀers a range of social plugins you may use on your company’s web site to engage more with professional audience and to promote your page. For more informa<on, see below. ! Tip: Adver0se on LinkedIn Running a LinkedIn Ad Campaign targe<ng your demographics is a great opportunity to promote your company page. Similarly to Facebook, LinkedIn oﬀers an adver<sing plalorm, following the principles of a ‘Pay Per Click’ ad. It is easy to target professional segments using selec<ons like loca<on, income, job <tle and industry. This is very similar to ad targe<ng on Facebook or Google AdWords. ! Tip: Analy0cs Only visible to page administrators, the analy<cs tab will show you the number of page views, unique visitors, clicks, etc. It can also compare your page’s performance with the one of another company of similar size and type. To get an understanding of the level of interac<vity and value of your eﬀorts, review LinkedIns analy<cs for your pages regularly. It gives you insights into what works and what doesn’t. Read more about company pages here: http://bit.ly/KRaP0E
! Tip: Speaking in one voice It is also important that all employees have a consistent proﬁle and represent your company the right way. Create a checklist with a standard Headline, Summary, Website links and Skills that all your sales representa<ves can use when sesng up their proﬁle. This increases your visibility while ensuring a consistent voice. ! Tip: Ask for recommenda0ons Request LinkedIn recommenda<on from happy customers willing to provide tes<monials. Write honest and valuable recommenda<ons for your contacts too. Engage Analyze results Promote Company page! Share & Quality Connect info Tailored message
Just like any other social network, LinkedIn oﬀers a range of social plugins you may use on your company’s website to further engage with a professional audience. These may become very valuable for your business, maximizing your company exposure on LinkedIn. LinkedIn oﬀers easy-‐to-‐use wizards that will generate the required website codes you need to implement the plugin(s) of your choice. ! Tip: Follow Company Plugin This is a simple plugin that provides you with a “Follow” buRon on your website, leading your visitors directly to your LinkedIn company page. It easily helps you grow your company page community while keeping in touch with people who like your company. ! Tip: Share on LinkedIn Plugin In the same line of thoughts as the plugin described above, this “Share” buRon can be embedded on your website, enabling visitors to share it with their professional network on LinkedIn. This is a great tool to generate traﬃc back to you website. ! Tip: Recommend on LinkedIn Plugin Use this plugin to allow website visitors to directly recommend a given product or service your company oﬀers. The recommenda<on will be instantly available on your LinkedIn company page.
! Tip: Sign In with LinkedIn Plugin In contrast to tradi<onal web registra<on or signup forms, you may use LinkedIn Sign In to have your audience just a click away from registering on your site or signing up for a newsleRer. Recent studies have shown that 85% of customers prefer social login to tradi<onal forms. This way you also ensure customer’s data is correct. ! Tip: Apply With LinkedIn plugin The Apply with LinkedIn plugin allows you to put a social buRon next to any open posi<on described on your website. A poten<al candidate only needs to click a buRon and conﬁrm their interest, and you will receive an email with the applicant’s details. It is a tool to help you get more candidates for open vacancies in your company. ! Tip: Jobs You May Be Interested In plugin This plugin helps you display a list of open posi<ons within your company to your website visitors. Each visitor receives a personalized list of open posi<ons based on his/her LinkedIn proﬁle data. It is a targeted and eﬀec<ve way to aRract qualiﬁed candidates.
When asked to name one of their favorite features on LinkedIn, 79% of users answered Groups. And that’s no surprise, considering the numerous beneﬁts of being a member of a group: You can connect with a thriving community, drive traﬃc to your site, gain mindshare in the industry and proﬁle yourself and your company as experts.
! Tip: Create a group for your industry, not your company. Start by crea<ng a group. A general rule of thumb is to create a group for your industry, not (only) for your company. More people sharing the same interest(s) will join, making it a more eﬀec<ve way to expand your professional network. Such a group will not only increase your indirect connec<ons but it will also aRract poten<al prospects who could hire you or whom you could hire. It is also a great opportunity to demonstrate thought leadership in your market. ! Tip: Promote your group. • Invite coworkers, past colleagues, and customers to join and start discussions within your group. Leverage your exis<ng network to make the most out of your group and het it started. It’s a snowball eﬀect: The more members your group has, the more people will want to join in. • Promote the group on your website, blog, email signature, newsleRers, and other social media networks. Make sure people know that you have a group and how they can join. • Invite key industry experts/leaders/inﬂuencers to join your group via InMails or Introduc<ons. • Ini<ate discussions within your group by sharing industry news, ar<cles, vacancies at the company, etc. The more opportuni<es for interac<on you create, the more valuable your group will be to the community. However, remember that you do not want to overload your members with informa<on. Making them interested and curious enough to ask you for more are the key. Think interac<ons, relevance and authen<city. • Use the “Manager’s Choice” feature to highlight a speciﬁc ar<cle or discussion within your group – Not just in the group interface, but also in the regular email sent out to your members. This is a great way to build the momentum around a hot topic, a special collabora<on or project, or a new whitepaper wriRen by one of your staﬀ. • Send an invita<on to join your personal network to new group members, crea<ng an addi<onal opportunity to engage with your community.
! Tip: Join other groups You can also grow your network by joining industry and alumni groups related to your business. Connec<ng with top inﬂuencers and engaging with them can have a posi<ve impact on your credibility and reputa<on. It is crucial to be a part of the conversa<on to share and gain knowledge, as well as to connect with decision makers and industry leaders. This is an eﬀec<ve way to create awareness and build your brand. Remember to not try to sell all the <me – Providing helpful answers to people’s ques<ons and ini<a<ng interes<ng discussions is a beRer way to connect ! Tip: Join other groups You can also grow your network by joining industry and alumni groups related to your business. Connec<ng with top inﬂuencers and engaging with them can have a posi<ve impact on your credibility and reputa<on. It is crucial to be a part of the conversa<on to share and gain knowledge, as well as to connect with decision makers and industry leaders. This is an eﬀec<ve way to create awareness and build your brand. Remember to not try to sell all the <me – Providing helpful answers to people’s ques<ons and ini<a<ng interes<ng discussions is a beRer way to connect ! Tip: Show leadership Find out which group(s) your prospects and customers are following, join them, and take part into the discussions to show your exper<se. People out there need to know that you and your company exist, and that you can help with their business. Gaining awareness in your industry will increase you chances of gesng new leads. Prospects will come to you when they want advice.
! Tip: Answer Ques0ons on LinkedIn. LinkedIn oﬀers a sec<on where people can get answers to their business-‐related ques<ons from other professionals worldwide. It is a great opportunity to share knowledge and experience. Visit the LinkedIn "Answers" sec<on, and ask and respond to relevant ques<ons. When you do so, it shows up in the Network Updates feed for all your connec<ons to see. You can also gain exper<se points when your answer is chosen as the best one for a par<cular ques<on. LinkedIn users tend to trust experts in their subject categories and are oxen contacted directly. When answering a ques<on, you can leave links to relevant ar<cles, landing pages, or blog posts on your website. Remember to show exper<se without trying to self-‐promote too hard.
You can install apps that display your blogs, porlolios and presenta<ons can give your visitors a much fuller picture of your brand and personality. ! Tip: Use Slide Share Promote your content by sharing slides from past webinars or presenta<ons. If you already have a SlideShare.net account, you can import your exis<ng presenta<ons into LinkedIn. This will reinforce your thought leadership and help drive more qualiﬁed traﬃc to the resources you host on your site. This app also allows you to autoplay videos when people land on your proﬁle. ! Tip: Use TwiQer It is possible to sync a TwiRer account to LinkedIn, which increase the amount of interac<ons with your audiences. Click here to see how to do so. ! Tip: Use Polls With the app Poll, and ﬁnd answers to your business and market research ques<ons. Your poll will be distributed to your connec<ons, and their own connec<ons too. You will be able to review the answers based on gender, demographics, job <tles, etc. ! Tip: Use TripIt Many professionals use TripIt service to keep their business travels organized. MyTravel app for LinkedIn allows you to see who from your network will be close on your next trip, so you can get in touch and meet for business or leisure.
! Tips: AQend/organize networking events Use the Search func<on to ﬁnd networking events or workshops near you to meet other professionals and promote your company. You can also organize events yourself. Whether it is a major industry conference, regional networking event or small, informal meet up, events are a great way to gain exposure. Once the event is created and featured on LinkedIn, it is possible to see how many people have RSVP’d, who’s interested, etc.; this allow you to track the popularity of your event, but also to easily break the ice with people who showed an interest, and approach them in a ‘targeted’ way.
A guide for company pages hRp://learn.linkedin.com/downloads/Linkedin-‐Company-‐Pages-‐Guide-‐03-‐2011.pdf How to make the most of adver<sing hRp://www.varnmedia.co.uk/04/13/7-‐<ps-‐to-‐get-‐the-‐most-‐out-‐of-‐your-‐linkedin-‐adver<sing/ Learn more about SlideShare: hRp://www.linkedin.com/opensocialInstalla<on/preview?_ch_panel_id=1&_applica<onId=1200 Learn more about how to add video to your LinkedIn proﬁle: hRp://lewishowes.com/linkedin/add-‐video-‐to-‐your-‐linkedin-‐proﬁle/
Catherine Lazure-‐Guinard is a senior marke<ng and communica<on consultant. She helps clients gain a compe<<ve edge by developing and strengthening their brands image among various stakeholders. Catherine Lazure- Guinard Eugene Litvinov is an online marke<ng specialist and analyst. He has many years of experience managing online brand strategy and internal communica<ons, with various digital tools. Eugene Litvinov “We take great pride in the work that we do, the people we work with, and the brands that we build.“
Millstone is a crea<ve concepts and consul<ng agency with marke<ng and communica<on exper<se. We assist you taking your project from ini<al concept to ﬁnished product; from one-‐<me promo<onal campaigns to long-‐term collabora<on; for start-‐up businesses to industry leaders. We help clients improve their performance by adding value to our their brand experience and by aRrac<ng consumers at every touch point. Our work is based on a mul<disciplinary approach: From product development to packaging; from employee engagement to social media; and from merchandising to launch events –We focus on the essen<als throughout the process to deliver smart, non-‐nonsense strategies and tac<cs with measurable outcomes. In a nutshell, we help companies op<mize their commercial poten<al with ideas that are crea<ve, workable, easily implementable, and eﬀec<ve –With ideas that make sense to you and your business. We offer: ! An integrated approach between marketing, communications and sales ! 360-degree brand strategy ! Easily implementable solutions ! Proven results ! Short communication lines ! Fresh perspectives ! An international team ! Emerging markets experience ! Extensive knowledge of the retail sector
Throughout the years we gained substan<al sales and marke<ng experience in emerging markets. We understand the characteris<cs and challenges of such fast growing markets, as well as what is required to perform and make the most out of this excep<onal opportunity. We can help you develop an eﬀec<ve strategy that will deliver tangible beneﬁts to consumers in emerging markets, and to create relevant marke<ng ac<vi<es to reach your objec<ves. Millstone also has an extensive network of professionals around the world –A network we do not hesitate to use for added market intelligence and to explore ideas, solu<ons and resources necessary for success. “Our philosophy is that creativity and simplicity must be at the core of any brand to maximize its impact in a crowded marketplace.”Contact us! To ﬁnd out more about how we can develop ideas that sell for your business, visit our website hRp://millstone-‐branding.com or email us at info@millstone-‐branding.nl. WriFen by Catherine Lazure-‐Guinard and Eugene Litvinov, from Millstone Branding, June 2012.