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LinkedIn for B2B Businesses

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LinkedIn for B2B Businesses

  1. 1. Basic Best Practices for B2B Marketers
  2. 2. Social Media: ■ An engagement with online communities to generate exposure, and the opportunity to position yourself, your products and your services to those already invested in you ■ “Water Cooler of the 21st Century”
  3. 3. For Your Company’s Brand: ■ Professional presentation ■ Branding ■ Search engine optimization ■ Calls-to-action; today’s tools for success when using social media for B2B marketing.
  4. 4. For The Individual Brand: ■ Persistence, self-branding, professional presentation, all things a marketing consultant would have steered you toward two decades ago, are necessary for success when using social media for B2B marketing.
  5. 5. ? What is
  6. 6. Just the Facts ■ World’s largest professional social network at 70+ million ■ A new member joins LinkedIn approximately every second, half are outside the U.S. ■ Executives from all Fortune 500 companies are LinkedIn members.
  7. 7. Just the Facts ■ Over 1 million company pro les (less than 1% optimized) ■ To make this a performing part of your marketing mix – you need be one of the 1%
  8. 8. Why ?
  9. 9. LinkedIn Users ■ Average Years of Experience – 15 years ■ Average Age – 41 years ■ 47% are “Decision Makers”
  10. 10. Consider This: LinkedIn has an unparalleled search engine ( elds) ■ You are a record in the database ■ The records are connected ■ The connections form a network you can use
  11. 11. 7LinkedIn B2B Best Practices
  12. 12. 7 LinkedIn B2B Best Practices 1: Branding ■ YOU are your Brand ■ Why you? (Expertise, Industry, Niche)? ■ What are your keywords? ■ Create your pro le in a Word document Why? The clearer you are on your personal brand, the better you represent yourself and your company, the more business you will attract to both.
  13. 13. 1 Develop Your Company’s Keywords:
  14. 14. 1 Develop Your Personal Keywords:
  15. 15. 7 LinkedIn B2B Best Practices 2: Optimize ■ Optimize your header ■ Optimize your title ■ Optimize your content Why? Get found to get business
  16. 16. 2 Optimizing Your Pro le to Get Found Optimize your header and title
  17. 17. 2 Optimizing Your Pro le to Get Found Optimize your content
  18. 18. 7 LinkedIn B2B Best Practices 3: Customize ■ Customize your website link ■ Customize your public pro le Why? Attract more eyes with customized content – increased tra c to your online presence
  19. 19. 3 Customizing Your Pro le for Higher Visibility Customize your website link
  20. 20. 3 Customizing Your Pro le for Higher Visibility Customize your public pro le
  21. 21. 7 LinkedIn B2B Best Practices 4: Recommendations ■ How do they know you? ■ Tell them what to say! ■ Recommend others Why? Heavily ranked by LinkedIn search, heavily weighted by viewers
  22. 22. 4 Act on Recommendations – Inbound and Out Tell them what to say! Recommend others
  23. 23. 7 LinkedIn B2B Best Practices 5: Network Building ■ Use advanced search to nd strategic connections ■ Join groups ■ Respond to every invitation ■ Consider becoming a LION Why? You’re only as visible as the size of your network
  24. 24. 5 Your Only as Visible as Your Network Use advanced search to nd strategic connections
  25. 25. 5 Your Only as Visible as Your Network Join groups
  26. 26. 5 Your Only as Visible as Your Network Respond to every invitation
  27. 27. Quantity vs. Quality
  28. 28. Why a Big Network? (LION) ■ More prospects ■ More inbound calls ■ Best for sales, recruiting, marketing
  29. 29. Why a Smaller Network? (LamB) ■ Nice to “vouch” for and qualify your connections ■ Best for executives of large companies
  30. 30. 7 LinkedIn B2B Best Practices 6: Apps
  31. 31. 6 Know Your Apps – Put Them to Use Why? Share Your Existing Marketing Assets
  32. 32. 7 LinkedIn B2B Best Practices 7: Relationship Building ■ Join groups ■ Contribute to discussions ■ Ask and answer questions Why? The more you follow and contribute valuable information, the higher quality your tribe: “Know me, Like me, Trust me, Buy from me.”
  33. 33. Groups: LinkedIn’s Answer to Being Social ■ LinkedIn’s blog ■ Post your good news ■ Repurpose your content ■ Build relationships Why? Create relationships and share your valuable content
  34. 34. An Answer a Day = Thought Leader ■ Repurpose old content ■ Mine for new content ■ Help someone out! ■ Increased inbound leads
  35. 35. Reach Out – and Reconnect ■ 3 new connections, read their pro le, ask them about themselves ■ 3 old connections – get back in touch (prepared document) Why? Because synchronicity doesn’t happen if you don’t pay attention
  36. 36. Daily LinkedIn Strategies: In 15 Minutes a Day ■ Inbox ■ Reach out ■ Answers ■ Groups Why? Because who has an hour a day
  37. 37. “Old Fashioned” Etiquette ■ Be courteous ■ Be relevant! ■ Be responsive ■ Email! ■ Pick up the phone! ■ Help someone out! Why? Because it’s still a SOCIAL network
  38. 38. “Good ideas need good strategy to realize their potential.” – Reid Ho man, former LinkedIn CEO
  39. 39. ? Do you have Questions
  40. 40. LinkedIn: 7 Best Practices for B2B Marketers Martine Hunter Viveka von Rosen Creative Director, Social Media Trainer & Speaker Inbound Marketing Founder of Linked Into Business MLT Creative With 20+ years experience in Viveka von Rosen is a successful marketing communication, entrepreneur, nationally renowned Martine is a solution-driven IA Certi ed LinkedIn trainer and creative type who focuses on expert, and a respected social innovative idea generation and compelling content. She holds media speaker. Her extensive sales and marketing background the Inbound Marketing Professional certi cation and serves includes a specialization in helping her clients use social media the Atlanta chapter of the Business Marketing Association marketing techniques to strategically extend their networks as a member of the board of directors. and increase their business exposure. mhunter@mltcreative.com Viveka@LinkedIntoBusiness.com www.linkedin.com/in/martinehunter www.linkedin.com/in/LinkedInExpert www.mltcreative.com www.LinkedIntoBusiness.com

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