Linked in for business growth jan 2013 show

569 views

Published on

Latest version with major amendments and enhancements! LinkedIn Training for Business Growth.

Includes latest changes to LinkedIn, and how to utilise

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
569
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Of course, twitter and social media in general are just one spoke in the wheel of activities you can use to promote your business and website.(Read list anti-clock from MultiMedia).If you have a good product or service, a high Gross margin and spare capacity, Irun have the tools and experience to deliver:More EnquiriesBetter Conversion RatesHigher Customer RetentionCross-Sell & Up-Sell…A Bigger Return on your Marketing Investment
  • Of course, twitter and social media in general are just one spoke in the wheel of activities you can use to promote your business and website.(Read list anti-clock from MultiMedia).If you have a good product or service, a high Gross margin and spare capacity, Irun have the tools and experience to deliver:More EnquiriesBetter Conversion RatesHigher Customer RetentionCross-Sell & Up-Sell…A Bigger Return on your Marketing Investment
  • Linked in for business growth jan 2013 show

    1. 1. UsingFor Business GrowthPresented by Paul Bourdillon © Paul Bourdillon Irun Canterbury 2013
    2. 2. Today’s Workshop• Intro’s: Attendee Objectives / Challenges• Why use Social Media? Why LinkedIn?• Examples of Business Successes via LinkedIn• Review your Business & Marketing Goals• Who are you trying to target? © Paul Bourdillon Irun Canterbury 2013
    3. 3. Today’s Workshop• Setting up an account & profile• LinkedIn etiquette• Groups, Events, Ads, Discussions, Answers• What else should I be doing?• What next? © Paul Bourdillon Irun Canterbury 2013
    4. 4. Introductions• 60 second ‘elevator’ pitch (USP’s) – Why do business with us – What do we accomplish for people? – Problems solved – Emotions resolved – Benefits provided• Attendee objectives for today / challenges © Paul Bourdillon Irun Canterbury 2013
    5. 5. Marketing Mix Summary Direct Mail P.R. Field Mktg. Joint Ventures Networking Teleseminars Good Website is Testing & critical Exhibitions Measuring & Events Social PrintNetworking Advertising SocialBookmarking SEO Multi-Media Blogging Website Email Mktg. Optimisation Link Strategy PPC/Banners © Paul Bourdillon Irun Canterbury 2013
    6. 6. Marketing Stats © Paul Bourdillon Irun Canterbury 2013
    7. 7. More stats 2012• Facebook is the most important social media lead generation tool for B2C – 77% saying they had generated new business• Among B2B companies, LinkedIn was the most effective – 65% having acquired a customer through the professional network – company blogs (60%) – Facebook (43%) – Twitter (40%)Source: http://www.jeffbullas.com © Paul Bourdillon Irun Canterbury 2013
    8. 8. Marketing Stats FIXME © Paul Bourdillon Irun Canterbury 2013
    9. 9. Why Use Social Media?• Spread your brand ‘virally’• Helps bring clients to you (‘pull’ marketing)• Stay ‘top of mind’ with your ideal prospects and customers• Relationship, puts you ahead… © Paul Bourdillon Irun Canterbury 2013
    10. 10. Why Use Social Media?• Get to know other local businesses• Learn from others Worldwide• Share your ideas and experience• Find new suppliers• Find new customers (Sales!)• Find new employees• Be FOUND on the search engines! © Paul Bourdillon Irun Canterbury 2013
    11. 11. Social Media Comparisons © Paul Bourdillon Irun Canterbury 2013
    12. 12. Social Media Comparisons © Paul Bourdillon Irun Canterbury 2013
    13. 13. Social Media Statistics 42% of • Using SM to find new customersUK SME’s Growth • Believe that marketing 65% of must use SM in addition to traditional marketingUK SME’s to be successful © Paul Bourdillon Irun Canterbury 2013
    14. 14. Social Media Stats• 26% of UK SMEs are using to promote their business• 25% of UK SMEs are using to promote their business• 21% of UK SMEs are using to promote their business• 10% of UK SMEs are using to promote their businessSource: YouGov survey, October 2011 © Paul Bourdillon Irun Canterbury 2013
    15. 15. Benefits of Social Media Closer Reach customer Build contact online reputationMonitor onlinepresence Social Search Media Engine ranking Find new customers Cheap Fast © Paul Bourdillon Irun Canterbury 2013
    16. 16. Problems with social media• Handled badly, it can create a PR crisis• People can behave differently online – Relatively anonymous – Mob mentality – Guilt free vs face to face contact – Scale, reach and shareability – No accountability © Paul Bourdillon Irun Canterbury 2013
    17. 17. Which ones to use? © Paul Bourdillon Irun Canterbury 2013
    18. 18. Which ones to use? © Paul Bourdillon Irun Canterbury 2013
    19. 19. Why LinkedIn?• 175m+ professionals around the world (as of August 2, 2012• 39m+ members in Europe (June 30)• 10m+ members in the UK (Sept 17) © Paul Bourdillon Irun Canterbury 2013
    20. 20. Facts About LinkedIn All 2012 Fortune 500 companies have executives that are LinkedIn members More than 2 million companies have LinkedIn Company PagesLinkedIn represents a valuable demographic for marketers with an affluent & influential membership © Paul Bourdillon Irun Canterbury 2013
    21. 21. Facts About LinkedInProfessionals are signing up to join LinkedIn at a rate that is faster than two new members per second 131 million unique visitors in June 2012, making LinkedIn the 26th most visited website in the world 175m+ professionals worldwide 39m+ members in Europe 10m+ members in the UK © Paul Bourdillon Irun Canterbury 2013
    22. 22. Facts About LinkedIn © Paul Bourdillon Irun Canterbury 2013
    23. 23. Why Use LinkedIn? Connect to other local Learn from Find new businesses othersemployees WorldwideShare ideas New & customersexperience Find new (SALES!) suppliers © Paul Bourdillon Irun Canterbury 2013
    24. 24. Search for companies © Paul Bourdillon Irun Canterbury 2013
    25. 25. IRUN and LinkedInCorporate Policy & Strategy• All members are to have an account• Use this to publish events and market• For clients that sign up to our web management services, use to support marketing strategy• Company account / profile © Paul Bourdillon Irun Canterbury 2013
    26. 26. Examples of Local Successes• IRUN Canterbury’s SEO quote• IFA at BoB Networking• New contact via social media.• Turns out it’s the lead was generated by IRUN Linked In updates that found him! © Paul Bourdillon Irun Canterbury 2013
    27. 27. Setting Up an Account• Go to www.linkedin.com © Paul Bourdillon Irun Canterbury 2013
    28. 28. Basic Settings • Edit your profile • Add your picture • Manage your account settings © Paul Bourdillon Irun Canterbury 2013
    29. 29. Optimising Your Profile• Select a profile headline that is keyword rich – what you do – not who you are• Make your profile ‘public’• Add descriptions to your 3 websites• Use keywords wherever possible• Connect to your Twitter account, blog etc.• Ask for Recommendations © Paul Bourdillon Irun Canterbury 2013
    30. 30. Optimising Your Profile © Paul Bourdillon Irun Canterbury 2013
    31. 31. Connections © Paul Bourdillon Irun Canterbury 2013
    32. 32. LinkedIn Groups• Join relevant groups in your sector, and your target audience sectors• A group gives you a reason to connect (required by LinkedIn)• Use other people’s groups to find relevant people you may be interested in connecting with• As the number of connections grows, create your own groups to engage, segment connections and connect with them appropriately. © Paul Bourdillon Irun Canterbury 2013
    33. 33. LinkedIn Pay per Click Ads• Like Google and Facebook PPC• Only pay when someone clicks• Target your ads © Paul Bourdillon Irun Canterbury 2013
    34. 34. Setting Up Direct Ads © Paul Bourdillon Irun Canterbury 2013
    35. 35. Target Your Ads & Measure © Paul Bourdillon Irun Canterbury 2013
    36. 36. Discussions / Answers © Paul Bourdillon Irun Canterbury 2013
    37. 37. New… EndorsementsSome more info about Endorsements © Paul Bourdillon Irun Canterbury 2013
    38. 38. Other Tools & Facilities © Paul Bourdillon Irun Canterbury 2013
    39. 39. 3 Steps To Success: Start Exchange BuildConversations Information Relationships © Paul Bourdillon Irun Canterbury 2013
    40. 40. Social Media - Measuring ROI• Is time spent on social networking a cost or an investment?• It depends on the resultsRecommendations:• Nonfinancial impacts (website traffic)• Financial data (advanced Analytics)• Plot social media activity against sales revenue, transactions, new customers, loyalty data and market research © Paul Bourdillon Irun Canterbury 2013
    41. 41. Strategy• Set objectives (Business & Marketing objectives)Q: Who are my ideal customers?A: Revisit your P&L --> bottom line – Local clients – National – International – What size & sector? © Paul Bourdillon Irun Canterbury 2013
    42. 42. Dos and Donts• Do – Ask questions – Answer Questions – Post Interesting posts of others’ – Engage• Dont – Try to sell all the time – Be spammy – Be dull – Let LinkedIn consume you! © Paul Bourdillon Irun Canterbury 2013
    43. 43. LinkedIn Etiquette1. Dont say yes to an invitation from a person you dont really know (or have some connection with).2. ALWAYS personalise an invitation to reflect where/when/how you met or the common ground or reason you wish to connect. Make it easy for the person to remember you and accept your invitation.3. Dont send invitations to people who dont know you.4. Dont put your email address under your name on your profile.5. When you send an invitation, dont apologise.6. Remind me how I know you.7. Think about LinkedIn from the other persons perspective.8. Keep things a little informal. © Paul Bourdillon Irun Canterbury 2013
    44. 44. LinkedIn Updates• To Sell or Not to Sell?• Services & offerings• Start conversations• Ask questions• Take a few minutes to think about a short- list of questions you might ask © Paul Bourdillon Irun Canterbury 2013
    45. 45. LinkedIn Updates• Answer questions• Enter conversations, give informed opinions• Don’t be inflammatory• Repost topical information & events• Special offers & guarantees• Take a few minutes to think about a short- list of topics & events to post © Paul Bourdillon Irun Canterbury 2013
    46. 46. Latest Changes to LinkedIn• http://linkeduniversity.com/resources/new- releases/new-release-the-new-linkedin- profile/ © Paul Bourdillon Irun Canterbury 2013
    47. 47. Measure Your LinkedIn KPI’s• Number of connections (as long as they are meaningful)!• Direct enquiries• Sales• Website visits - Google Analytics• Advanced Analytics – Goals / Sales © Paul Bourdillon Irun Canterbury 2013
    48. 48. What else should you be doing? © Paul Bourdillon Irun Canterbury 2013
    49. 49. Start a Blog – Wordpress © Paul Bourdillon Irun Canterbury 2013
    50. 50. Facebook page for fans © Paul Bourdillon Irun Canterbury 2013
    51. 51. FaceBook page for fans © Paul Bourdillon Irun Canterbury 2013
    52. 52. Hootsuite.com• Can manage multiple accounts• On multiple social networks• Integrates Twitter, Facebook, LinkedIn, Blog etc into one panel.• FIXME examples © Paul Bourdillon Irun Canterbury 2013
    53. 53. Marketing Mix – blended optimisation Direct Mail P.R. Field Mktg. Joint Ventures Networking Teleseminars Testing & Exhibitions Measuring & Events Social Print Networking Advertising Social Bookmarking SEO Multi-Media Blogging Website Email Mktg. Optimisation Link Strategy PPC/Banners © Paul Bourdillon Irun Canterbury 2013
    54. 54. Successful Web Marketing Social Media Multi-Media Marketing Website Updates: Photos / Feedback, Service 1. Lead generation Video / Blog Search Engine Improvement, Ref Marketing errals Attract Best Potential Clients to your Website Social Media Reminders and Marketing Reasons to (SE-dynamic) Return to the Website 4. Referrals 2. Conversion An Effective Regular Ask for Growth Impress Website Website That Answers Their Feedback Referrals & Visitors, Get them to Problems Testimonials Buy or Make ContactE-NewsLetters 3. Retention An Effective Website that Professional Retain Your Social Media Inspires & Ongoing Current Clients Integration Facilitates Social Media Longer EnquiriesCommunications Activity: Facebook, T Multi-Media witter, Linke Engage Clients Website d In and Prospects on Updates: Photos Website / Video / Blog Paul Bourdillon Irun Canterbury 2013 ©
    55. 55. Super Six of Internet Marketing1. Effective Business Website Design2. Effective Search Engine Marketing (getting you on page 1 on Google)3. Customer Relationship Management (contact database & email marketing)4. Referral, Feedback & Testimonial System5. Social Media (the most versatile, today’s focus)6. Web Management (testing, measuring, reporting, implementing ongoing web strategy) © Paul Bourdillon Irun Canterbury 2013
    56. 56. What Next?• Please complete our Feedback form• Let us have your email address so we can send you a link to this presentation• Register your account and start using it, find me and connect!• Or email me back with your LinkedIn username, I will connect• Contact IRUN for further support © Paul Bourdillon Irun Canterbury 2013
    57. 57. A Bit About Irun• Business development specialists who take the complexity & pain out of Internet Marketing, harnessing it to grow your business. How? – Business Website Design & ECommerce – Search Engine Marketing & Optimisation – Customer Databases & Email Marketing – Social Media Marketing – Referral System (collects Feedback, Testimonials & Referrals) – Ongoing Web Management• Clients large and small UK wide including Holiday Inn Express, Abacus Accountants, and Thames Water © Paul Bourdillon Irun Canterbury 2013
    58. 58. A Bit About Irun• Today’s fee Refunded if you take up any monthly IRUN Digital Marketing service (Bronze, Silver, Gold)• Social Media & Internet marketing clinic, One to one, 60 minutes. Normally £180. Offer £90 (ex vat)• Develop and manage your Social Media account(s). Normally £250 per month. Offer £199 per month (ex vat) © Paul Bourdillon Irun Canterbury 2013
    59. 59. Any Questions? © Paul Bourdillon Irun Canterbury 2013

    ×