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Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing


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Viveka Von Rosen - Effective Use Of LinkedIn Groups In Your Marketing

  1. 1. INBOUND15 Effective Use of LinkedIn Groups in Your Marketing How to Engage and Drive Traffic with Groups Viveka von Rosen Founder, Linked into Business
  2. 2. INBOUND15 3.1 Million Number of LinkedIn groups LinkedIn
  3. 3. INBOUND15 8000 Number of LinkedIn groups created weekly LinkedIn 02/2013
  4. 4. INBOUND15 42% Percentage of LinkedIn users that consider LinkedIn groups useful Expanded Ramblings 02/18/2015
  5. 5. INBOUND15 7 Average number of groups LinkedIn users join LinkedIn 08/2013
  6. 6. INBOUND15 60.6% LinkedIn members who find groups useful Inc. 2013
  7. 7. 1. The best methods for engaging in other people’s groups 2. Best practices in creating and managing your own group 3. How to quickly grow and engage your group 4. Marketing and monetizing your group
  8. 8. INBOUND15 1 Group Engagement: Best Practices
  9. 9. When communicating in groups, its good to have a 30 thousand foot plan!
  10. 10. INBOUND15 1. Adjust your settings 2. Stalk the Influencers 3. Don’t be afraid to share 4. Be VERY afraid of SWAM Group Engagement
  11. 11. INBOUND15 Adjust Your Settings Keep your sanity and choose weekly or no updates!
  12. 12. #INBOUND15 Stalk the Influencers – Make New Friends
  13. 13. INBOUND15 What’s trending in your industry? What’s controversial? What can you share that people might find valuable? Customer service / advice and recommendations What events might they be interested in? 80/20 and NO outright sales promotion Don’t be Afraid to Share
  14. 14. INBOUND15 Affects ALL your groups Managers/Owners can’t fix it LinkedIn can’t fix it Managers might be lazy Mean people suck Be Very Afraid of SWAM
  15. 15. INBOUND15 2 Creating Your Own Group: Best Practices
  16. 16. INBOUND15 1. Should you even create a group? 2. Know your audience or niche or location 3. Focus your copy and communications 4. Create group rules 5. Commit to moderating (or delegate) Best Practices (for Marketing)
  17. 17. INBOUND15 • Customer Service • Company Communication • Thought Leadership • Lead Generation / Marketing • Other What’s the PURPOSE of your group? To Group or Not to Group…
  18. 18. INBOUND15 New group = ultimate control Adopt a group = existing audience New Group or “Adopt a Group?"
  19. 19. INBOUND15 • Don’t be all things to all people • The more niche, the more relevant and engaged • Location based groups drive and support F2F interaction • Consider user groups and focus groups and membership groups Know Your Audience (Niche or Location)
  20. 20. INBOUND15 • Make the most out of description fields • Focus on WIFFT (What’s in it for them) • Use CTA’s • Promote relevance • Use keywords Focus Your Copy and Communications
  21. 21. INBOUND15 Create Group Rules Don’t forget the Rules! • Rules feature • As an update • Ask for feedback
  22. 22. INBOUND15 Commit to Moderation • Realize groups are a commitment • Get help! • Download the Moderator’s Field Guide • Join the LinkedIn Group Moderator Community
  23. 23. INBOUND15 3 Growing Your Group Membership and Engagement
  24. 24. Put a Marketing Machine into Place
  25. 25. INBOUND15 1. Automate with templates 2. Send weekly announcements 3. Entice with Influencers 4. Create serial content Growing Your Membership
  26. 26. INBOUND15 Build Your Templates Automated Engagement • Get them engaged right away with CTAs • Guide them to another platform if they don’t qualify for your group • What can you share of value? • Rules of engagement
  27. 27. INBOUND15 • WIIFT – for the group • Recap of the week • CTA to upcoming events • Contest (and winners) • Drive traffic back to group • Easy shares Weekly Announcements
  28. 28. INBOUND15 Highlight Influencer Communication strategy-with-influencer-marketing/ • Build relationships with Influencers and leverage them to build your credibility • Get great content for free • Expanding your reach with content from a wide range of Influencers encourages people to visit your (Open) group
  29. 29. INBOUND15 Create Serial Content • Create series and promote • “Package” existing updates • Promote pertinent updates
  30. 30. INBOUND15 4 Marketing and Monetizing Your Groups
  31. 31. Integrate your Marketing
  32. 32. INBOUND15 1. Marketing your groups 2. Monetizing your groups Ninja Tricks
  33. 33. INBOUND15  Email marketing  LinkedIn advertising  Social marketing Marketing Your Posts
  34. 34. INBOUND15 Anatomy of Email Marketing Campaigns Send a simple, elegant invitation via email  Brand your email  Clear CTA: Join Now  Lead with the WIIFT  Create a customized group URL (
  35. 35. INBOUND15 LinkedIn Ads Reach beyond your network and promote your group with LinkedIn text ads and sponsored updates
  36. 36. INBOUND15 Sponsored Groups Great option if you can afford it! • Company affiliation and branding • Advanced community management • Included “Join Group” ads and Sponsored InMail messages • Exclusively promote your content and messages in the right-hand rail with units that support rich media and video • Get advanced metrics and analytics
  37. 37. INBOUND15 Social Marketing
  38. 38. INBOUND15 Monetizing Your Group  Hangouts and Blabs  Sales funnels  Announcements LinkedIn's Terms of Services says this: Don’t sell, sponsor, or otherwise monetize a LinkedIn Group or any other service or functionality of LinkedIn, without the express written permission of LinkedIn
  39. 39. INBOUND15 Hangouts, Blabs and Building Your Funnel Create a Hangout (HOA) or Blab specifically designed to support your group.  Cross promote  Give people a sense of who you really are  Increase engagement  Great enrollment  G+ Community?
  40. 40. INBOUND15 A LinkedIn Group is like any other marketing asset! You have to work it to get it to work.
  41. 41. Are you clear on the purpose of your group? What elements of your group do you need to improve? What strategies will you adopt to increase engagement? What kind of content will you create and share through your group discussions? How can you promote your groups? What platforms can you link with your group? In Conclusion
  42. 42. INBOUND15 Invite me to connect at with Let me know where we “met” Are we connected?