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Social Media Marketing for Small Business:Class four- YouTube & LinkedIn (Updated)

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Social Media and Online Marketing Made Simple Series: An introduction to Online Marketing success for Small Business Owners and Entrepreneurs.
In this series you will learn the essentials of social media marketing and online marketing for small businesses and entrepreneurs. With billions of social media users, learning how to design and use the right social media channels for your business is crucial. But you need to approach your social media and online marketing activities strategically to get real results. So, in this series, we’ll share proven social media tips and strategies you can use to reach your business’s goals.
By the end of the series, you will choose a platform to go “all-in”. Have a plan of action and tools you need for success.
Who Should Attend:
• Small Business Owners
• Start-Ups
• Those just getting started with Social Media
• Those interested in understanding how social media works

In this class explore how YouTube and LinkedIn work, successful ideas from other businesses who are winning it, and tools to save you time and money. Connecting the dots from social media to sales!

Handouts: http://Bloggerithm.com/social-media-and-online-marketing
https://www.linkedin.com/in/mollyokane

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Social Media Marketing for Small Business:Class four- YouTube & LinkedIn (Updated)

  1. 1. Taught By bloggerithm.com
  2. 2. What is the hardest part about being a small business owner? We will use the answers later
  3. 3. This workshop will be perfect for you…. • If you currently have a small business • If you’re new to social media • If you’re looking to grow your business
  4. 4. My Promise to You 1. All about Youtube & LinkedIn 2. Loads of ideas to try out 3. There are tools to make your life easier! In about 3 hours you’re going to learn:
  5. 5. Why are you excited about this class? What do you want to learn?
  6. 6. Meet Molly Social Media & Marketing Consultant for San Francisco Small Business Development Center With over a decade of starting new programs from scratch, speaking, and most importantly, real-life, in-the- trenches business experience. I started helping small business owners over three years ago deal with the sometimes overwhelming marketing, advertising & social media aspects of starting a new business.
  7. 7. Close your eyes and think of your best customer
  8. 8. http://www.pewinternet.org 81% 64% 40% 34% 91% 29% 68% 27% 78% 40% 27% 34% 85% 33% 26% 32% 65% 21% 19% 26% 68% 24% 10% 17% 41% 10% 8% 16% 40% 9% 3% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Instagram Twitter Pinterest YouTube Linkedin Snapchat WhatsApp % Users by Age in 2018 18-29 30-49 50-64 65+
  9. 9. http://www.pewinternet.org 62 30 23 16 75 25 23 20 74 39 24 41 72 25 31 24 Facebook Instagram Twitter Pinterest YouTube Linkedin Snap Chat Whats App Adult Users: Male/ Female percentages 2018 Male Female
  10. 10. Videos work when: • Authentic • Entertaining • Evoke Emotion • Personal/Relatable • Useful • Educational Assets Needed: Video
  11. 11. ● To be social ● To express how they are feeling about a particular topic ● To show off, or humblebrag ● To prove they were the first ones to find something ● To make friends and colleagues laugh Consumers Share Videos For 5 Main Reasons: www.statista.com/statistics/326452/snapchat-age-group-usa
  12. 12. • Upwork Find freelancers and freelance jobs • Fiverr is the world's largest marketplace for digital services. Get logo design, marketing services, whiteboards and more, starting from only $5. Tools: Video Hire
  13. 13. Tools: Video Do It Yourself • Filmora is an all-in-one home video editing production software that has powerful functionality and a fully stacked. • PowToon – Create animated videos and presentations with PowToon to add a commercial quality experience to your original content.
  14. 14. Tools: Video Script • Plan in advance • Write a Script Why: Maintain brand or product image, right language & cover all key points.
  15. 15. Story Board Visual guide typically consisting of a rough sketch for each shot in the video. Include: ● what you need to shoot ● where to position the camera ● where to place items and people on screen. The typical YouTube viewer has a short attention span, so plan your videos to be no more than two or three minutes. Tools: Video Script
  16. 16. Enjoy the videos and music you love, upload original content, and share it all with friends, family, and the world on YouTube.
  17. 17. YouTube is the second largest search engine on the internet today, behind its parent company, Google. Over 1 billion users.
  18. 18. YouTube - Stats 52 percent of marketers name video as the type of content with the top ROI YouTube is available in 61 languages and is being used in 75 countries YouTube reaches more American adults aged 18 to 34 than any cable network YouTube videos are easily shareable, with 323 days worth of YouTube video viewed on Facebook every minute Shoppers who view video are 1.81 times more likely to purchase than non-viewers
  19. 19. YouTube - All Stars Post Content Consistently Post Quality Material “Add Value”
  20. 20. YouTube - All Stars Step 1 Step 2 Step 3
  21. 21. YouTube - Channel Art Upload an image that is at least 2560 x 1440 [pixels]
  22. 22. YouTube - Channel Icon YouTube recommends using an 800 x 800 pixel JPG, GIF, BMP, or PNG file.
  23. 23. YouTube - Content Ideas: • explainer videos • Webinars • video presentations Example Go Pro: used the channel to upload content ranging from informational videos on new products to compilations of footage from their camera being in use. Showcase Your Products/Services Many successful businesses use video marketing as their primary strategy to introduce customers to their products and services. https:youtu.be/oCUjAmW5yCA// GoPro YouTube Case Study | YouTube Advertisers
  24. 24. YouTube - Content • Demonstrate your expertise & educate. • Every day, users search for answers to their questions and problems. • Searches for “how-to” videos are growing by 70% year over year. • Offer expertise in the form of short videos (3-5 mins.) with advice and tips. https://www.luxyhair.com Sell Hair extensions
  25. 25. YouTube - Content Brand Storytelling • Inspiring videos that fit into your business’ identity are perfect for communicating your brand’s image and ideals to a wider audience. • Gear towards building a lifestyle. • Buying an experience, not just a product https://www.youtube.com/user/GoProCamera
  26. 26. YouTube - Content Entertain Fun videos that cater to your audience’s interests is one of the best ways to capture viewers’ attention and focus it onto your products. https://www.youtube.com/user/vat19com/videos
  27. 27. YouTube - Content Inspire Inspiring videos with emotional & relatable stories https://www.youtube.com/watch?v=CPQ1budJRIQ PROVE THEM WRONG - Motivational Video
  28. 28. YouTube - Content Inspire Inspiring videos with emotional & relatable stories https://youtu.be/8wYXw4K0A3g Heineken | Worlds Apart | #OpenYourWorld
  29. 29. YouTube - Grow Audience Optimizing Your Videos for Search • Keywords or tags • use about 10 tags that include the video category, video content, shoot location a names of anyone in the video.
  30. 30. YouTube - Keyword Tools • AdWords - Display Planner • Keyword Dominator 3 searches free a day http://www.keywordtooldomin ator.com/k/youtube-keyword- tool • VidIQ https://vidiq.com/solutions/bra nds In AdWords- Display Planner change to video Then search for keywords
  31. 31. YouTube - Titles • Pick your title and description wisely • Add a keyword phrase at the beginning • YouTube’s maximum title length set at 100 characters Channel. YouTube search shows just 70 characters, and Google search shows only 55 characters, including spaces. Keep it short. • Finding Trends https://www.youtube.com/fee d/trending & Google Trends
  32. 32. YouTube - Titles 1. How To How To Master 5 Basic Cooking Skills - Gordon Ramsay 2. Vs. $27 Cake Vs. $1,120 Cake 3. The Remarkable (“Epic” “Awesome” “Incredible”) EPIC TRAMPOLINE PARK ON ROOF! 4. Trend Friendly Budweiser 2017 Super Bowl Commercial | “Born The Hard Way” 5. Question Do You Like Broccoli Ice Cream? | Super Simple Songs 6. Functional but SEO friendly Stitch Fix Unboxing & Review 7. Lists 10 Most Amazing Vehicles
  33. 33. Break Time: 10 minutes
  34. 34. YouTube - Description • Don’t copy and paste— Instead, write unique, descriptive and keyword rich content in the description that YouTube can recognize. • Add URLs—Send traffic to your website and other social channels by including URLs in the description . Your descriptions: Approximately 980 words • Don’t leave it blank—Many people make the mistake of leaving this area blank, missing out on a big video optimization opportunity. • Use tags—Tags act as keywords for your videos, so if you neglect adding these you’re missing out on huge discovery opportunities.
  35. 35. YouTube - Grow Audience • Personalize Video Thumbnails 90% of the best-performing videos on YouTube have custom thumbnails • 1280 x 720 resolution with a 16:9 aspect ratio. • Make use of branded fonts, colors, and images that reflect what your content will speak to, and remember that a thumbnail is worth a thousand words. https://creatoracademy.youtube.com/page/lesson/thumbnails#yt-creators-strategies-1
  36. 36. YouTube - Grow Audience Use Annotations • The possibilities for annotation use are limited only by your creativity, but some common uses include: • Letting viewers skip ahead (keeping them watching in the process) • Suggesting other videos for the viewer to watch • Linking to your website • Linking to a subscribe button for your channel • Adding a CTA (sign up, learn more, etc.) the annotation tool lets you easily layer text, links, and spotlights to your videos.
  37. 37. YouTube - Description • Don’t copy and paste— Instead, write unique, descriptive and keyword rich content in the description that YouTube can recognize. • Add URLs—Send traffic to your website and other social channels by including URLs in the description . Your descriptions: Approximately 980 words • Don’t leave it blank—Many people make the mistake of leaving this area blank, missing out on a big video optimization opportunity. • Use tags—Tags act as keywords for your videos, so if you neglect adding these you’re missing out on huge discovery opportunities.
  38. 38. YouTube - You Tube- Enable an Automatic Subscription Prompt Whenever you provide a link to your channel, add “?sub_confirmation=1” to the end of your channel’s URL and a pop-under will automatically appear on your channel prompting visitors to subscribe. https://www.youtube.com/watch?v=XndWJ1ieKwY
  39. 39. YouTube - Grow Audience Adding Call to Action • Include a clear call-to-action • A vocal call-to-action: If appropriate, have the person speaking in the video tell the audience what action to take next step • A text call-to-action: Use titles or captions to share information and suggestions for your customers’ next steps • Call-to-action buttons: To add a level of interactivity to your videos, you can add a CTA button or overlay to your content.
  40. 40. YouTube - Adding Call to Action How To • Here’s how to do it. https://support.google.co m/youtube/answer/15047 1?hl=en Or watch this video https://youtu.be/LOI_zSR- BPo
  41. 41. YouTube - Grow Audience Add a Watermark • A watermark is perfect for driving new viewers back to your channel and encouraging them to subscribe. These customizable images will be overlaid on every one of your uploads and link back to your channel, making it easy for new viewers to find more of your videos. How to • Click on ‘Video Manager’. • This should take you to the Creator Studio where you’ll be able to access some more in-depth settings for your account. • Click on ‘Channel’ in the sidebar • Click on ‘Branding’ and then ‘Add a Watermark’. You’ll now be able to upload an image that will show up in the corner of every one of your videos.
  42. 42. YouTube - Grow Audience Link Merch Cards to Your Website To add Merch Cards to your videos 1. Video Manager and 2. Click on ‘Edit’ for the video that you’d like to add a card to. 3. At the top of your screen, several tabs will appear. 4. Click ‘Cards’ 5. ‘Link Cards’ and then add in the information for your products.
  43. 43. YouTube - Grow Audience Collaborate with other YouTube Users Ideas for YouTube partnerships: • Guest appearances in each others’ videos • Making one YouTube video and dividing it • Uploading your videos to each others’ channels • Collaborating with Google Hangouts on-air • Exchanging shout-outs • Collaborating through social media https://www.youtube.com/watch?v=bOHV8mWKntM&feature=youtu.b
  44. 44. YouTube - Grow Audience Cross Platform Promote • Help direct traffic to your YouTube channel through consistently including links from your email newsletters, website, and other social media accounts. www.glossier.com
  45. 45. YouTube - Grow Audience Engaging Trailers Great channel trailers includes • Include a clear CTA encouraging viewers to subscribe. • Entertain the viewer to show what your channel is about rather than tell. • Indicate the type of videos your viewers can expect, and when they can expect them . • Think about the video’s context, as it will be seen on the channel (possibly after a viewer has already seen at least one of your videos). • While there’s no perfect length, shorter is generally better. https://www.youtube.com/watch?v=M4UivUe2zu4 Indy Mogul https://youtube-creators.googleblog.com/2013/03/convert- viewers-into-subscribers-with.html
  46. 46. YouTube - Grow Audience Reward Subscribers Everyone loves the chance to win free things, prizes, and valuable assets, so give them a reason to subscribe & stay subscribed. Ideas: • host a contest, • a giveaway, or • offer a shout-out to subscribers in exchange for them being loyal fans, or sharing your channel and videos.
  47. 47. YouTube - Engage with Audience • Some key ways to engage with other users and get more YouTube subscribers are: • Take a few minutes each day to view other YouTubers channels and content, and pose appropriate questions or comments • Encourage your audience members to ask questions • Ask audience members to contribute ideas for your future content • Run a YouTube contest where you ask for video replies
  48. 48. YouTube - Live 1. Great for Events 2. Customer Service (Office Hours) 3. Interviews & Guest Features 4. Product Announcements Every Live Steam Needs: • A Promise of Value • A reason to watch until the end • Interaction with Viewers (comments or live Chat) https://www.youtube.com/watch?v=rnAXVIuYI7E&index=64
  49. 49. YouTube - Stories A story is a collection of short videos that can remain visible for a day or until they're deleted. 15 second, mobile-only videos that allow you to connect with your audience more casually and on the go. They are currently in beta release. https://www.youtube.com/watch?v=rnAXVIuYI7E&index=64
  50. 50. • . YouTube - Measure Performance
  51. 51. YouTube - Ads • https://searchenginewatch.com/2016/03/ 15/google-adwords-average-conversion- rates-by-industry-study/ The top five best converting industry types for Display are: •Home Goods with an average 2.19% CVR •Finance & Insurance: 1.75% avg. CVR •Real Estate: 1.49% avg. CVR •Employment Services: 1.28% avg. CVR •Technology: 1.04% avg. CVR https://searchenginewatch.com/2016/03/15/google-adwords-average- conversion-rates-by-industry-study/
  52. 52. YouTube - Turn Off Ads attached to your video Your trying to sell your product not someone else’s product, good idea to not allow other ads to run before and after your videos. https://searchenginewatch.com/2016/03/15/google-adwords-average- conversion-rates-by-industry-study/
  53. 53. Color Factory https://www.youtube.com/watch ?v=_NYy1iWHkPc
  54. 54. YouTube - Resources The YouTube Creator Playbook for Brands https://think.storage.googleapis.com/docs/creator-playbook-for-brands_research- studies.pdf 50 Free Ways To Grow Your YouTube Channel Subscribers And Views http://www.forbes.com/sites/jaysondemers/2015/06/25/50-free-ways-to-grow-your- youtube-channel-subscribers-and-views/#17d0b5e53a47 How to grow you YouTube channel to 160,000 vies a month http://www.uncovermarketing.com/how-to-grow-your-youtube-channel-to-160000-views-a- month-within-1-5-years/
  55. 55. Break Time: 10 minutes
  56. 56. LinkedIn is the world's largest professional network with hundreds of millions of members, and growing rapidly.
  57. 57. LinkedIn - Getting Started Step 1 Step 2 Step 3
  58. 58. LinkedIn - Getting Started Step 4 Step 5 Step 6
  59. 59. LinkedIn - Getting Started Step 7 Step 8 Step 9
  60. 60. LinkedIn - Profile Picture Use a current professional profile picture • Profiles with pictures get 40% response rate. • Your LinkedIn has 11 x more chances to get viewed if you add your picture. Steps: 1. Choose a photo that looks like you. 2. Make sure your face takes up at least 60% of the frame. 3. Choose the right expression. 4. Wear what you’d wear to work. 5. Choose a background that isn’t distracting https://www.linkedin.com/in/lindsaywerner/
  61. 61. LinkedIn - Headline Headline acts as a mini value proposition. Use verbs & active language WHAT you do, for WHOM, and HOW
  62. 62. LinkedIn - Headline (5 Minutes) Your Turn Craft your Headline
  63. 63. LinkedIn - Description (Summary) • Write a short & direct description • 68.6% users use LinkedIn for reconnecting with past business associates • Write in first person • Add keywords https://www.linkedin.com/in/brennenlukas/
  64. 64. LinkedIn - Description (Summary) Formula WHAT I DO: I help [MY TARGET AUDIENCE] achieve [THEIR TOP GOAL] by providing [MY PRODUCT or SERVICE]. WHO I WORK WITH: I partner with [TARGET AUDIENCE or INDUSTRY TYPE] including: [Insert Bulleted List of Job Titles, Industry Names, Client Types, etc.] WHY IT WORKS: When you partner with [MY COMPANY NAME], you get the most efficient, effective, and affordable [PRODUCT or SERVICE] that [TARGET AUDIENCE] are looking for right now. WHAT MAKES ME DIFFERENT: [Answer that question! What makes you unique/different/better than similar vendors or competitors? XYZ years of experience? Certifications/Patents/etc.? Something else?] http://www.inc.com/john-nemo/how-to-create-a-killer-linkedin-profile-in-5-minutes.html
  65. 65. LinkedIn - Description (Summary) Formula WHAT OTHERS SAY: [Copy and paste two-three testimonials in this area. Make them specific to the product or service you're offering or the industries you're serving. Focus on the results clients got from using your product or service. Include the full name of the person and his or her company to give your testimonials more legitimacy.] HOW IT WORKS: [Explain how your process -- "we start with a free evaluation, we do an analysis of your website's SEO rankings," etc.] READY TO TALK? Feel free to connect with me here on LinkedIn, drop me a line at [EMAIL ADDRESS], visit me online at [WEBSITE URL] or call me directly at [PHONE NUMBER]. http://www.inc.com/john-nemo/how-to-create-a-killer-linkedin-profile-in-5-minutes.html
  66. 66. LinkedIn - Description (Summary) Formula The Mission-Based Summary The mission-based summary opens with a broad description of what you do, then gets more and more specific. Use :you’re using LinkedIn to engage with a variety of people. The Personality Summary: Because this type of summary focuses more on soft skills than on hard skills. Use: networkers and the less-experienced. The Short and Sweet Summary The short and sweet summary. Use: professionals in conservative or technical industries.
  67. 67. LinkedIn - Description (Summary) Formula The blended summary blend between the personality and the mission versions. Use: professionals in more creative industries and people whose work involves lots of other people (think sales reps, managers, or HR specialists). The accomplishments summary accomplishments summary for those who are seeking work—either a full-time position or freelance gigs. It cuts to the chase and tells potential employers or clients exactly why you deserve the job, as well as the (high) caliber of work they can expect from you.
  68. 68. LinkedIn - Customize Your URL Makes your LinkedIn profile look more professional by customizing the URL
  69. 69. LinkedIn - What to Do Increase your Social Proof by emphasizing skills • Endorsements • Recommendations • Connections • Posts
  70. 70. LinkedIn - What to Do Highlight • Work experiences • Volunteer experience • Organizations you care about, • Awards and certificates
  71. 71. LinkedIn - Company Page
  72. 72. LinkedIn - Company Page
  73. 73. LinkedIn - What to Do Turn your company page into a lead generation page. • First, use an image that gets attention or creates interest. • Second, create a clear and compelling pitch in your company description. • Third, make your Recent Updates section clickable and conversion- focused.
  74. 74. LinkedIn - What to Do Find Customers & potential Partners to Connect with • Use Advanced Search
  75. 75. LinkedIn - What to Do Join Groups Look for groups with the following features: • Highly relevant. The group must be a nearly exact match to what you are seeking in a target audience. • Active. LinkedIn ranks groups according to their activity level, so all you need to do is pay attention to how active they are in the search results. Select groups that are “very active.” • Medium size.
  76. 76. LinkedIn - What to Do Post Stories Take a narrative approach and share a mini story with a valuable business lesson. Example results so far: • 18,000 views • 20 comments • 120 Likes • 11 shares • 200 profile views • 35 new connection requests
  77. 77. LinkedIn - What to Post Coschedule
  78. 78. LinkedIn - What to Post https://coschedule.com/social-message-optimizer
  79. 79. • Buzzosumo – Analyze what content performs best for any topic or competitor Including questions
  80. 80. WHERE? Who? Who are you trying to reach? The more specific the easy it will be What? What are they searching for? What words do they use on google & What signals buying intent? Where? Where are they hanging out? Where are they doing research prior to purchase? WHO? WHAT? SALES HAPPEN & MONEY IS MADE WHEN... Best Ideas all in One Place www.Bloggerithm.com/blog
  81. 81. Who + Where + What Sales + Happy Business Owner
  82. 82. LinkedIn - What to Do Post Articles/ Blogs: (Pulse) Post a certain percentage directly into LinkedIn to get the best benefit Share with Groups
  83. 83. LinkedIn - What to Do Post Articles/ Blogs: Post a certain percentage directly into LinkedIn to get the best benefit Make sure people need to go to your website for something of value Idea: Post 10-20% article read more on website. (about 300 words) Make something they need to download Share with Groups
  84. 84. LinkedIn - Projects
  85. 85. LinkedIn - SlideShare
  86. 86. LinkedIn - Profinder
  87. 87. LinkedIn - What to Do Engage • Comment on posts • Reply to comment on your posts • Ask Questions https://www.linkedin.com/feed/
  88. 88. LinkedIn - How Will Use (5 min) Types of Groups You would Join? Who would you want to follow? What would you post? _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________ _________________________
  89. 89. LinkedIn - Bonus Export LinkedIn Connection Email addresses 1. Go to your LinkedIn homepage, then click on My Network and select Connections. 2. From here, click on the gear icon on the right- hand side. You’ll now have the option to Export LinkedIn Connections. 3. Make Facebook Custom Audience Use tactic if you’re active on LinkedIn - engaging with others, publishing status updates, and posts - and have connections comprised of prospects. Why Use: Helps lower your CPA only if your LinkedIn connections already have several touch points with you whether in-person to online. Their emotional rapport will make them more likely to convert into leads and customers.
  90. 90. Don’ t Use Automation Anymore!
  91. 91. LinkedIn - Coming Soon LinkedIn Video Some have it already
  92. 92. Learn More LinkedIn • 6 LinkedIn Ecommerce Marketing Tips https://www.shopify.com/blog/4696032-6- linkedin-ecommerce-marketing-tips • How to Use LinkedIn: 35 LinkedIn Tips for Professional Networking, Business & Marketing http://blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for- Mastering-LinkedIn.aspx#sm.001t7mrsup0fd6a113d1a25kvt2vs
  93. 93. What Did We Learn Today • Learned more about YouTube & Linkedin • Reviewed assets we need for social media • Tools To Save Time
  94. 94. If you loved the class, I would love to hear about how you will use what you learned Before you leave write a review @Bloggerithm on Facebook
  95. 95. Index Card Promise
  96. 96. Contact Info: Molly O’Kane 📧bloggerithm@gmail.com 🌐bloggerithm.com

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