How to Use LinkedIn for Marketing

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A HubSpot webinar that gives a high-level overview of linkedin tools for marketing, then goes into specific questions from marketers about using linkedin.

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How to Use LinkedIn for Marketing

  1. 1. How to Use LinkedIn for Marketing LinkedIn Best Practices from LinkedIn's Top Marketing Community Rick Burnes & Ellie Mirman Twitter: @rickburnes @ellieeille February 25, 2010
  2. 2. Agenda I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group
  3. 3. How We Organized This Webinar 3
  4. 4. Traditional Marketing (Outbound) 4
  5. 5. Marketing Today (Inbound) 5
  6. 6. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 6
  7. 7. SEO Social Media Blog Flickr: WanderingtheWorld 7
  8. 8. Social Media Feeds the Funnel Blogging SEO LinkedIn Email Pay-Per-Click Website Visitors Leads LinkedIn Customers 8
  9. 9. How to Get Started Listen Share Your Content Listen More Build Relationships
  10. 10. Agenda I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group
  11. 11. Setup Your Profile 11
  12. 12. Build Your Network 12
  13. 13. Use Groups 13
  14. 14. Answer Questions 14
  15. 15. Agenda I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group
  16. 16. Thanks for Help Answering Questions! John McTigue Rebekah Donaldson Inbound Marketing Strategist CEO at B2B Communications www.kunocreative.com www.b2bcommunications.com Cleveland/Akron, Ohio Area Sacramento, California Area 16
  17. 17. LinkedIn Ads? Has anyone done research or surveys to evaluate the effectiveness of these Jennifer Stalford ads? Both click rates and lead Entrepreneur, Real Estate Investor, conversions. Charlotte, North Carolina Area 17
  18. 18. Adoption? How do I motivate my slightly old fashioned sales team to set up and use Lesley Hansen LinkedIn? Marketing Director TeleWare Group Darlington, United Kingdom 18
  19. 19. Spam? Once you set up a group, how do you manage membership to prevent members from spamming other Teri Gidwitz Digital marketing leader members? Greater Chicago Area 19
  20. 20. Spam? Once you set up a group, how do you manage membership to prevent members from spamming other Teri Gidwitz Digital marketing leader members? Greater Chicago Area 20
  21. 21. Applications? What applications are useful for optimizing the Linked In experience for the Inbound Marketer and who they are Erik Fisher Masters of Education trying to reach? Online Program Representative at Indiana Wesleyan University Indianapolis, Indiana Area 21
  22. 22. For Individuals? Or Companies? Linkedin still feels focused on the individual and job seeking, instead of the company and building business. How do Jackie Kaufenberg Marketing Manager at I make it into an asset for my company Altimate Medical Inc and integrate into the companies social Greater Minneapolis-St. Paul Area media initiatives? 22
  23. 23. Measurement? How does one measure the success of utilizing LinkedIn? And, how do the measurement methods differ from other Anand Thaker Online Marketing Manager social mediums? at APX, Inc Birmingham, Alabama Area 23
  24. 24. Track the Whole Funnel Website Visitors Leads Customers 24
  25. 25. How to Track Your Funnel Track visitors. 25
  26. 26. How to Track Your Funnel Track leads. 26
  27. 27. How to Track Your Funnel Track customers. 27
  28. 28. Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 28
  29. 29. Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 29
  30. 30. Final Thoughts … 30
  31. 31. Build Leverage 31
  32. 32. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 32
  33. 33. HubSpot Puts the Pieces Together 33
  34. 34. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes LinkedIn: www.linkedin.com/in/elliemirman Twitter: www.twitter.com/ellieeille

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