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Elle Van Buren
Founder and President
Spicy Spirit Marketing, Inc
SpicySpirit.com
Linkedin.com/company/spicy-spirit
elle@sp...
A Little Bit About Myself
 Account manager at
 Ogilvy & Mather, Edelman
 Two of the largest international
advertising &...
Agenda for Today
 What is LinkedIn?
 Tell Your Story
 Build Your Followers
 Engage Your Community & Find Your
Customers
What is LinkedIn?
 A Job Website
 Business Social Networking
Website
 Potential for Lead Generation
and Sales
A Job Website
 70% Users - Job Hunting
 80% Businesses – Primary
Recruiting Tool
 40% Fortune 100 – Recruiting
Tool
* S...
Business Social Networking
Website
 Manage relationships & online
reputation
 Build your online business
network via con...
Fish Where the Fish Are
Potential for Lead Generation
and Sales

 78% Customers Research YOU
Before Buying*
 Highest Visitor-to-Lead
Conversion...
Tell Your Story – Individual
Profile
Have a Great Photo!
Decide Your Keywords
(This is how people find you)
 Add them to these profile sections:
 Headline
 Summary
 Specialtie...
Keywords In Headline
Tell Your Story, But Be Succinct
Use Bullets
Add Rich Media –
Presentations, Content, Videos
Get Testimonials That Tell
Story & Provide Credibility
Skills Endorsements Add
Credibility
Allow Your Profile To Be Seen
Business Profile Webpage
Build Your Followers
Understand Your Potential
 Less than 4% of LinkedIn Network
Focus on Profile Views
How People Find You
 Search LinkedIn
 Promote LinkedIn Webpage Outside LinkedIn
 Updates (Individual):
 Profile & Stat...
4 Tactics - How to Get More
Profile Views
 Find Relevant Contacts, Connect and Personalize
Introductions
 Engage Connect...
Find More People Like Your
Best Connections / Customers
 Go to Profile of one of
your Best Connections /
Customers
 Clic...
Connect and Personalize
Introductions
Engage Connections with
News, Updates and Content
Leverage Existing Content
Rich Media is Effective
 Links – 2x Engagement
 Pictures – 98% Higher Comment Rate
 YouTube Video Links – 75% Higher Sh...
Join Relevant Industry Groups
and Engage (up to 50)
Promote LinkedIn URL On
Other Channels
 Linkedin.com/profile/profile-badges
Potential for Lead Generation
and Sales
Potential for Lead Generation
and Sales
 Use LinkedIn Tools to:
 Find Existing or New Customers
 InMail New Customers W...
Find Your Customer Through
LinkedIn Advanced Search
 Set Criteria (i.e.
Keywords, Location,
1st/2nd/3rd/Group
Connections...
InMail New Customers Who
Are Not Existing Connections
 InMail: Must purchase or
can get them with
premium account
 If yo...
Get Introductions from
Existing Contacts
 Lets you contact members who are in your 2nd degree
network (or 3rd degree netw...
Inbound Marketing: Pull People
Toward Company & Profile
 Earns the attention of customers, makes the company
easy to be f...
Create Quality Content
 Create Content with
Useful Insights for
Customers/Connections
 80/20 Rule – For every 1
Piece of...
Establish Yourself / Company
As An Industry Leader
Engage Relevant Customers
Who View Your Profile
Consider LinkedIn Advertising
 Ads Can Be Targeted
 By job title and function
 By industry and company size
 By senior...
Summary
 LinkedIn Has Potential to Help Engage Existing and New
Customers
 In Order to Be Successful on LinkedIn:
 Tell...
Questions?
Marketing resources & tips –
Local to Bay Area Businesses
 www.spicyspirit.com/blog/
Thank You!
Master LinkedIn: Insights for Professionals and Small Businesses
Master LinkedIn: Insights for Professionals and Small Businesses
Master LinkedIn: Insights for Professionals and Small Businesses
Master LinkedIn: Insights for Professionals and Small Businesses
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Master LinkedIn: Insights for Professionals and Small Businesses

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LinkedIn has become the premier social media tool for business to business relationship building. If used correctly, it has potential to drive lead generation for your business.

This presentation gives insights on how professionals and small businesses can use LinkedIn for:
- Telling Your Story in Your Profile
- Building Your Followers
- Engaging Your Community & Finding Your Customers

This presentation was given by Elle Van Buren, president of Spicy Spirit Marketing Inc., to the San Francisco/Peninsula Successful Thinkers Network on Friday August 22, 2014 in San Mateo, CA.

Published in: Marketing
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Master LinkedIn: Insights for Professionals and Small Businesses

  1. 1. Elle Van Buren Founder and President Spicy Spirit Marketing, Inc SpicySpirit.com Linkedin.com/company/spicy-spirit elle@spicyspirit.com
  2. 2. A Little Bit About Myself  Account manager at  Ogilvy & Mather, Edelman  Two of the largest international advertising & PR agencies  Serviced BMW, Starbucks, Motorola  Transitioned to marketing for small businesses in 2010  Founded Spicy Spirit Marketing, Inc. in January 2011  Google Partner – Certified AdWords specialist  Drive Internet revenue  Website Creation, Display Advertising, Social Media, Chinese Marketing
  3. 3. Agenda for Today  What is LinkedIn?  Tell Your Story  Build Your Followers  Engage Your Community & Find Your Customers
  4. 4. What is LinkedIn?  A Job Website  Business Social Networking Website  Potential for Lead Generation and Sales
  5. 5. A Job Website  70% Users - Job Hunting  80% Businesses – Primary Recruiting Tool  40% Fortune 100 – Recruiting Tool * Source, vbSocial: http://vbsocial.com/know-linkedin-analysis/
  6. 6. Business Social Networking Website  Manage relationships & online reputation  Build your online business network via connections  Similar to Facebook – share content with connections and join groups
  7. 7. Fish Where the Fish Are
  8. 8. Potential for Lead Generation and Sales   78% Customers Research YOU Before Buying*  Highest Visitor-to-Lead Conversion Rate - 277% More Efficient than Twitter & Facebook  LinkedIn Profile Important for Google / Bing Ranking * Pew Research Center, 2010
  9. 9. Tell Your Story – Individual Profile
  10. 10. Have a Great Photo!
  11. 11. Decide Your Keywords (This is how people find you)  Add them to these profile sections:  Headline  Summary  Specialties  Interests  Skills & Expertise  Honors & Awards  Groups & Associations  Current work  Experience & past work  Website Links
  12. 12. Keywords In Headline
  13. 13. Tell Your Story, But Be Succinct Use Bullets
  14. 14. Add Rich Media – Presentations, Content, Videos
  15. 15. Get Testimonials That Tell Story & Provide Credibility
  16. 16. Skills Endorsements Add Credibility
  17. 17. Allow Your Profile To Be Seen
  18. 18. Business Profile Webpage
  19. 19. Build Your Followers
  20. 20. Understand Your Potential  Less than 4% of LinkedIn Network
  21. 21. Focus on Profile Views
  22. 22. How People Find You  Search LinkedIn  Promote LinkedIn Webpage Outside LinkedIn  Updates (Individual):  Profile & Status Updates  Job or Location Updates  New Testimonials or Skill Endorsements  Birthday / Job Anniversary  Provide or Interact with Content  Like, Share or Comment  Make New Connections or Follow Company  Group Activity  Join Group  Comments  Business Page Activity  New Content / Status Updates  Comments
  23. 23. 4 Tactics - How to Get More Profile Views  Find Relevant Contacts, Connect and Personalize Introductions  Engage Connections with News, Updates and Content  Join Relevant Industry Groups and Engage (up to 50)  Promote LinkedIn URL Outside LinkedIn
  24. 24. Find More People Like Your Best Connections / Customers  Go to Profile of one of your Best Connections / Customers  Click on Connections  Search their Connections by Keyword
  25. 25. Connect and Personalize Introductions
  26. 26. Engage Connections with News, Updates and Content
  27. 27. Leverage Existing Content
  28. 28. Rich Media is Effective  Links – 2x Engagement  Pictures – 98% Higher Comment Rate  YouTube Video Links – 75% Higher Share Rate * Source: 5 Steps Through Growing Your Membership on Linkedin, http://www.slideshare.net/weblinkinternational/5-steps-to-growing-your- membership-through-linkedin-facp
  29. 29. Join Relevant Industry Groups and Engage (up to 50)
  30. 30. Promote LinkedIn URL On Other Channels  Linkedin.com/profile/profile-badges
  31. 31. Potential for Lead Generation and Sales
  32. 32. Potential for Lead Generation and Sales  Use LinkedIn Tools to:  Find Existing or New Customers  InMail New Customers Who Are Not Existing Connections  Get Introductions from Existing Contacts  Pull People Toward Your Company & Product  Create Quality Content  Establish Yourself / Company As An Industry Leader  Engage Relevant Customers Who View Your Profile  Consider LinkedIn Advertising
  33. 33. Find Your Customer Through LinkedIn Advanced Search  Set Criteria (i.e. Keywords, Location, 1st/2nd/3rd/Group Connections)  LinkedIn Shows Who Meets Criteria  Introduce Yourself
  34. 34. InMail New Customers Who Are Not Existing Connections  InMail: Must purchase or can get them with premium account  If you don't get a response in 7 days, LinkedIn gives you another InMail credit
  35. 35. Get Introductions from Existing Contacts  Lets you contact members who are in your 2nd degree network (or 3rd degree network) through 1 or 2 contacts  5 LinkedIn Introductions Free, More Available via Paid Plans
  36. 36. Inbound Marketing: Pull People Toward Company & Profile  Earns the attention of customers, makes the company easy to be found & draws customers by producing interesting content  Inbound Leads Cost 61% Less Than Outbound* * Source: Hubspot, Inbound Leads Cost 61% Less Than Outbound 2/28/2012, http://blog.hubspot.com/blog/tabid/6307/bid/31555/Inbound- Leads-Cost-61-Less-Than-Outbound-New-Data.aspx
  37. 37. Create Quality Content  Create Content with Useful Insights for Customers/Connections  80/20 Rule – For every 1 Piece of Content Selling Product, 4 Pieces Should be Focused on Helpful Tips & Insights
  38. 38. Establish Yourself / Company As An Industry Leader
  39. 39. Engage Relevant Customers Who View Your Profile
  40. 40. Consider LinkedIn Advertising  Ads Can Be Targeted  By job title and function  By industry and company size  By seniority  Similar to Pay-Per-Click Advertising On Google  Setup daily budget  Ongoing daily analytics and optimization critical for success
  41. 41. Summary  LinkedIn Has Potential to Help Engage Existing and New Customers  In Order to Be Successful on LinkedIn:  Tell Your Story in Your Profile  Build Your Followers  Engage Your Community & Find Your Customers
  42. 42. Questions?
  43. 43. Marketing resources & tips – Local to Bay Area Businesses  www.spicyspirit.com/blog/
  44. 44. Thank You!

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