Using LinkedIn For Business

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Learn about the different roles that company pages and personal profiles play in marketing your business on LinkedIn. Find ways to optimize your LinkedIn presence and engage employees to build industry leadership and authority for your brand.

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  • Each has its purpose.
    It’s a social network so Personal profiles are still allowed the most direct connection flexibility.
    Company pages have come a long way, but many proactive outreach opportunities require a personal profile.
  • Customized based on the industry they’re in
  • Also a great place to scope out the competition and discover things they might be doing that you may not.
  • It’s about relationships
  • School newspaper – news from people you look up to and your peers. The most likes and shared content gets pushed to the top.
  • 4 – new, relevant content
    1 – self-serving
    1- reshare
  • Double check for images before posting external links – make sure it’s showing in the preview
  • Invite others to to join and guest moderate
    Position as resource for industry pros and potential clients
    Maine Bankers Association could create own group.
  • Keep what’s working, remove what’s not.
    Measure again.
    This is an ongoing process as you gain fans and build your community.
  • Keep what’s working, remove what’s not.
    Measure again.
    This is an ongoing process as you gain fans and build your community.
  • Keep what’s working, remove what’s not.
    Measure again.
    This is an ongoing process as you gain fans and build your community.
  • Keep what’s working, remove what’s not.
    Measure again.
    This is an ongoing process as you gain fans and build your community.
  • Keep what’s working, remove what’s not.
    Measure again.
    This is an ongoing process as you gain fans and build your community.
  • Keep what’s working, remove what’s not.
    Measure again.
    This is an ongoing process as you gain fans and build your community.
  • Keep what’s working, remove what’s not.
    Measure again.
    This is an ongoing process as you gain fans and build your community.
  • Using LinkedIn For Business

    1. 1. Using LinkedIn for Business vreeland.com
    2. 2. Largest Professional Network •  More than 300 million members in over 200 countries •  3rd fastest growing social network •  5.7 billion professionally-oriented searches annually vreeland.com
    3. 3. More than Networking •  Editorial and publishing channel •  Thought leadership building tool •  Place for business customers to find you vreeland.com
    4. 4. Not Facebook B2B vs. B2C Facebook – Page = brand LinkedIn – Employees = brand vreeland.com
    5. 5. 0-2 Hours…………43.2% 3-4 Hours…………26.3% 5-6 Hours…………13.3% 7-8 Hours…………5.8% 8+ Hours………….11.8% Time People Spend on LinkedIn Weekly vreeland.com Source: h"p://www.powerformula.net/linkedin-­‐infographic-­‐portrait-­‐of-­‐a-­‐linkedin-­‐user-­‐2014
    6. 6. Business •  Recruitment/attracting talent •  Company updates and news •  Industry leadership Personal •  Networking •  Job opportunities •  Recommendations (references) •  Industry leadership Two Sides to LinkedIn vreeland.com
    7. 7. Company Page Two Sides to LinkedIn Personal Profile vreeland.com
    8. 8. Two Sides to LinkedIn More than 3 million companies have LinkedIn Company Pages. Company Page vreeland.com
    9. 9. Two Sides to LinkedIn 40% of users check LinkedIn daily. Most users spend 0-2 hours on LinkedIn per week. Personal Profile vreeland.com Source: h"p://www.powerformula.net/linkedin-­‐infographic-­‐portrait-­‐of-­‐a-­‐linkedin-­‐user-­‐2014
    10. 10. Company Page Visibility •  Suggested companies to follow vreeland.com
    11. 11. Company Page Visibility •  Suggested companies to follow •  “People Also Viewed” on company pages vreeland.com
    12. 12. Company Page Visibility •  Suggested companies to follow •  “People Also Viewed” on company pages •  Updates seen by those who have opted to follow the page (subscribers) vreeland.com
    13. 13. Company Page Visibility •  Suggested companies to follow •  “People Also Viewed” on company pages •  Updates seen by those who have opted to follow the page (subscribers) •  Employee posts in Groups vreeland.com
    14. 14. Company Page Visibility •  Suggested companies to follow •  “People Also Viewed” on company pages •  Updates seen by those who have opted to follow the page (subscribers) •  Employee posts in Groups •  Employee Pulse articles vreeland.com
    15. 15. Company Page Visibility •  Suggested companies to follow •  “People Also Viewed” on company pages •  Updates seen by those who have opted to follow the page (subscribers) •  Employee posts in Groups •  Employee Pulse articles •  Employee profiles vreeland.com
    16. 16. •  Brand visibility by association •  Opportunity for new followers •  Face and voice of your company in relation to their connections •  Some may be industry experts à Industry leadership! Role of Employees/Personal Pages vreeland.com
    17. 17. •  Most users spend less than 2 hours per week •  Time is primarily spent interacting with people, not companies •  Only about 20% of followers will see company posts More Than Your Company Page vreeland.com Source: h"p://blog.bufferapp.com/7-­‐vital-­‐staAsAcs-­‐to-­‐help-­‐with-­‐your-­‐linkedin-­‐markeAng-­‐strategy
    18. 18. Groups Industry topic forums. Can be created by anyone. Features & Opportunities vreeland.com
    19. 19. Pulse Insights and trends from industry experts (influencers). Features & Opportunities vreeland.com
    20. 20. Business Services Features & Opportunities vreeland.com
    21. 21. Favorite LinkedIn Features Feature % Company Personal Who’s Viewed Your Profile 75.7% X People You May Know 63.3% X Direct Messaging 50.2% X Searching for Companies 45.3% X Advanced People Searching 43.3% X Posting/Participating in Group Discussions 41.7% X Following Companies 41.4% X Posting Individual Status Updates 38.9% X Reviewing “Who Knows Whom” 36.9% X People Also Viewed 33.1% X X Review of Network Updates (Home Page) 32.0% X Jobs Function 28.9% X Searching for People in Groups 26.4% X vreeland.com Source: h"p://www.powerformula.net/linkedin-­‐infographic-­‐portrait-­‐of-­‐a-­‐linkedin-­‐user-­‐2014
    22. 22. Optimizing Your LinkedIn Presence vreeland.com
    23. 23. Optimizing Your Company Page vreeland.com
    24. 24. Optimizing Your Company Page à Compelling banner image vreeland.com
    25. 25. Optimizing Your Company Page à Keyword rich description vreeland.com
    26. 26. Optimizing Your Company Page à Specialties (searchable) vreeland.com
    27. 27. Optimizing Your Company Page ü Customize your URL ü Ask employees to complete profiles with company page listed vreeland.com
    28. 28. •  Valuable and snackable •  Would you want to share it? •  Not all about you – 4-1-1 rule •  Encourage employees to like and share Share Content vreeland.com
    29. 29. Fresh is Best vreeland.com
    30. 30. Types of Content •  Industry Insights •  Company Culture •  White Papers •  New Hires •  Job Opportunities (organic + paid) vreeland.com
    31. 31. Content That Engages Only about 20% of followers will see company posts. Make it count. •  Use compelling headlines •  Ask questions •  Integrate visuals whenever possible •  Post YouTube videos to encourage sharing à Plan ahead with an editorial calendar vreeland.com
    32. 32. Engaging Experts & Influencers WHO? •  Experience and history with the company •  Good writer/communicator •  Social media savvy •  Expert in their field with many connections WHAT? •  Join and participate in Groups •  Write industry insights posts to be featured in Pulse vreeland.com
    33. 33. •  Participate in discussions Ø  Post links Ø  Pose and answer questions •  Groups on industry topics •  Event groups - join in advance Joining Existing Groups vreeland.com
    34. 34. Creating New Groups •  Related to your industry ü  Invite other business owners to join ü  Connect to company page vreeland.com
    35. 35. •  Do discuss relevant topics and industry insights •  Don’t spam •  Don’t promote Group Etiquette vreeland.com
    36. 36. Let’s Recap •  LinkedIn is a business social networking channel first, an editorial and publishing channel second vreeland.com
    37. 37. Let’s Recap •  LinkedIn is a business social networking channel first, an editorial and publishing channel second •  It’s great for industry leadership positioning and talent recruitment vreeland.com
    38. 38. Let’s Recap •  LinkedIn is a business social networking channel first, an editorial and publishing channel second •  It’s great for industry leadership positioning and talent recruitment •  It is not Facebook - don’t expect B2C relationships vreeland.com
    39. 39. •  What are your goals? •  Who are you trying to reach? •  How much time do you have available to spend? •  Who’s going to represent the company? Let’s Strategize vreeland.com
    40. 40. •  Company page at the very least •  Post content from company page Start Simple vreeland.com
    41. 41. •  Start Your Own Group •  Engage employees -  Groups -  Pulse Get Fancy vreeland.com
    42. 42. Measure & Adjust vreeland.com
    43. 43. More Of What’s Working Less of what’s not… vreeland.com
    44. 44. Questions? vreeland.com Connect With Us www.vreeland.com

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