LinkedIn has become a valuable content channel. It presents a tremendous opportunity for B2B businesses to influence buying decisions. A recent study shows that 85% of LinkedIn users say that LinkedIn is the most valuable social network to deliver content.
Using this slide deck, Bernie Borges of Find and Convert and GetLinkedInHelp.com's Kristina Jaramillo co-hosted a recent webinar for marketers, business development professionals and business executives interested in learning how to combine content marketing with LinkedIn to influence buying decisions.
In this webinar, attendees learned:
1. How to integrate conversation-based content marketing into your LinkedIn marketing strategy.
2. Easy ways to add content to your LinkedIn profile to attract decision-makers and influencers.
3. What it means to be an influencer - and why most B2B companies are not!
4. How to become an influencer to attract the type of business opportunities you seek.
Contact information for Bernie and Kristina is featured within this presentation for you to connect and follow them to learn more.
A New Approach to Customer Relationship Development Using LinkedInGetLinkedinHelp.com
First, LinkedIn marketing expert Kristina Jaramillo shows why sales and marketing leaders are unable to generate leads and develop customer/client relationships using LinkedIn.
Then she shows how to open closed doors (and keep them open) with a new approach to social prospecting and lead development using LinkedIn & inbound marketing.
This presentation is part of a complete LinkedIn training webinar that can be found at: http://www.freelinkedinmarketingtraining.com/webinar
An Integrated Approach to B2B Lead Generation and Social MediaSanjeev Nambudiri
Insights into how digital marketing and social media strategies can play a vital role in making all the B2B lead generation efforts pull in the same direction.
Today, 50-60% of the B2B buying process is over even before organizations engage with vendors. In this session for the Pune Digital Marketers Radha Giri (CEO of Midas Touch Consultants) & I covered:
• How B2B companies can differentiate themselves in the online world?
• What role does ‘content marketing’ play?
• Which social media channels are more effective for B2B companies and why?
• How to calculate the ROI of the digital marketing initiatives?
• What role does Influencer marketing play?
(All images belong to their respective owners as clearly credited and they retain all rights to them. They have been used here in a purely illustrative capacity to educate.)
A HubSpot webinar that gives a high-level overview of linkedin tools for marketing, then goes into specific questions from marketers about using linkedin.
Social Media Marketing: Using Technology to Generate B2B LeadsCoreElement
Business buyers are increasingly behaving like consumers as workplace demographics change
B2B companies are having success with social media - it works. 70% of International Marketing Survey respondents haven't yet made a commitment to social media - the window of opportunity is now!
This presentation helps us to know what value propotion is , how it can be used by different professionals , examples of how it is used by big organizations and the cost structure.
A New Approach to Customer Relationship Development Using LinkedInGetLinkedinHelp.com
First, LinkedIn marketing expert Kristina Jaramillo shows why sales and marketing leaders are unable to generate leads and develop customer/client relationships using LinkedIn.
Then she shows how to open closed doors (and keep them open) with a new approach to social prospecting and lead development using LinkedIn & inbound marketing.
This presentation is part of a complete LinkedIn training webinar that can be found at: http://www.freelinkedinmarketingtraining.com/webinar
An Integrated Approach to B2B Lead Generation and Social MediaSanjeev Nambudiri
Insights into how digital marketing and social media strategies can play a vital role in making all the B2B lead generation efforts pull in the same direction.
Today, 50-60% of the B2B buying process is over even before organizations engage with vendors. In this session for the Pune Digital Marketers Radha Giri (CEO of Midas Touch Consultants) & I covered:
• How B2B companies can differentiate themselves in the online world?
• What role does ‘content marketing’ play?
• Which social media channels are more effective for B2B companies and why?
• How to calculate the ROI of the digital marketing initiatives?
• What role does Influencer marketing play?
(All images belong to their respective owners as clearly credited and they retain all rights to them. They have been used here in a purely illustrative capacity to educate.)
A HubSpot webinar that gives a high-level overview of linkedin tools for marketing, then goes into specific questions from marketers about using linkedin.
Social Media Marketing: Using Technology to Generate B2B LeadsCoreElement
Business buyers are increasingly behaving like consumers as workplace demographics change
B2B companies are having success with social media - it works. 70% of International Marketing Survey respondents haven't yet made a commitment to social media - the window of opportunity is now!
This presentation helps us to know what value propotion is , how it can be used by different professionals , examples of how it is used by big organizations and the cost structure.
LinkedIn Financial Services Webinar Part 2 - 6-19-12LinkedIn
High Net Worth Investors Pt. 2 - Leveraging Social Media to Reach Affluent Investors.
This deck gives insights and best practices for reaching affluent investors with social media, based on new research from LinkedIn and Cogent Research. By Marie Rice, Cogent Research and Eileen Loustau, BlackRock, Inc.
How to Create a Content Marketing Tactical Plan for LinkedInLinkedIn
The findings enclosed have been compiled as a result of multiple tests conducted by the LinkedIn Marketing team. We know what content works, the time commitment needed and which metrics to watch -- and now we're sharing them with you.
Digital Marketing Full Course | Shaun MentorShaun Mentor
Learn a digital marketing full course in all free. Now be an expertise just following a mentor "shaunmentor.com" instructions to imply it in practical.
Live Webinar: Crash Course to Lead Nurturing LinkedIn
Featuring:
Sean Callahan, Senior Manager, Content Marketing, LinkedIn
Justin Gray, CEO, LeadMD
We epically conclude our series with the Crash Course to Lead Nurturing. The landscape of lead nurturing has changed and responsibility now falls primarily on the marketing team. We'll review examples of how today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - including display and social media advertising.
LinkedIn Guide to Personal & Business MarketingMohamed Yasser
Learn how to use Linkedin in personal & business marketing to get more career and business opportunity through the next:
Build a Great Linkedin Profile
Win Linkedin Search Ranking
Keep Your Privacy
Build a Company Page on linkedin for marketing
How to networking on Linkedin,
Marketing through Linkedin network
Build a Linkedin Groups
Build Online Visibility on Linkedin
Create a Call To Action to your customers on Linkedin
Lead Generation & marketing on Linkedin
build a Mail List through linkedin
Advanced marketing activities on Linkedin to turn your connections into customers
LinkedIn for Selling - How to Generate Leads Using LinkedInAmanda Leeman
1. Brief overview of the benefits of LinkedIn for selling.
2. What to update in your personal profile to be found in search.
3. Four ways to generate leads using LinkedIn.
4. Tips to help you make your time on LinkedIn efficient.
The output of a convert stage is the leads . About 60% of leads can be converted as Customers which enhances the field of digital marketing.Inbound Marketing is based on a funnel model.
10 Marketing Influencers on LinkedIn to Follow TodayLinkedIn
There’s a way to tap into the first-hand intelligence of the visionaries watching the evolving marketing industry, and you can do it right from your desk, tablet or smartphone when you follow LinkedIn Influencers. To get you started, here are 10 Influencers in marketing to follow right now.
Live Webinar: Your Tactical Plan for Content Marketing on LinkedInLinkedIn
We’ve put together a quick, tactical webinar for driving ROI with LinkedIn Company Pages, SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Updates and LinkedIn Groups.
We’ve tested and iterated for years – and now hear from LinkedIn's content marketing manager, Alexandra Rynne as she shares our insider tips.
In this presentation we uncover:
-What content drives the most engagement on LinkedIn
-Action items and daily time investment needed to succeed with LinkedIn Marketing tools
-Key metrics to measure the success of your strategy
A New Approach to Developing Customer Relationships Using LinkedInGetLinkedInHelp.com
First, LinkedIn marketing expert Kristina Jaramillo shows why sales and marketing leaders are unable to generate leads and develop customer/client relationships using LinkedIn. Then she shows how to open closed doors (and keep them open) with a new approach to social prospecting and lead development using LinkedIn & inbound marketing.
This presentation is part of a complete LinkedIn training webinar that can be found at: http://www.freelinkedinmarketingtraining.com/webinar
Buying process examples, a peek into the buyer's mind!Ashraf Osman
The buying process is pretty much the same when we buy/acquire/purchase anything.
I am sharing with you 4 examples to take you though the buying process steps for each example: Upgrade business server, buy a new car, move your kid to a new school and change your mobile phone operator.
The stages are the same in all cases .. read and enjoy and if you need me to develop the steps for any other case just give me a shout ... I'm always there and ready to help
LinkedIn Financial Services Webinar Part 2 - 6-19-12LinkedIn
High Net Worth Investors Pt. 2 - Leveraging Social Media to Reach Affluent Investors.
This deck gives insights and best practices for reaching affluent investors with social media, based on new research from LinkedIn and Cogent Research. By Marie Rice, Cogent Research and Eileen Loustau, BlackRock, Inc.
How to Create a Content Marketing Tactical Plan for LinkedInLinkedIn
The findings enclosed have been compiled as a result of multiple tests conducted by the LinkedIn Marketing team. We know what content works, the time commitment needed and which metrics to watch -- and now we're sharing them with you.
Digital Marketing Full Course | Shaun MentorShaun Mentor
Learn a digital marketing full course in all free. Now be an expertise just following a mentor "shaunmentor.com" instructions to imply it in practical.
Live Webinar: Crash Course to Lead Nurturing LinkedIn
Featuring:
Sean Callahan, Senior Manager, Content Marketing, LinkedIn
Justin Gray, CEO, LeadMD
We epically conclude our series with the Crash Course to Lead Nurturing. The landscape of lead nurturing has changed and responsibility now falls primarily on the marketing team. We'll review examples of how today's most effective marketers are moving their lead nurturing programs beyond the email inbox and embracing multichannel nurturing - including display and social media advertising.
LinkedIn Guide to Personal & Business MarketingMohamed Yasser
Learn how to use Linkedin in personal & business marketing to get more career and business opportunity through the next:
Build a Great Linkedin Profile
Win Linkedin Search Ranking
Keep Your Privacy
Build a Company Page on linkedin for marketing
How to networking on Linkedin,
Marketing through Linkedin network
Build a Linkedin Groups
Build Online Visibility on Linkedin
Create a Call To Action to your customers on Linkedin
Lead Generation & marketing on Linkedin
build a Mail List through linkedin
Advanced marketing activities on Linkedin to turn your connections into customers
LinkedIn for Selling - How to Generate Leads Using LinkedInAmanda Leeman
1. Brief overview of the benefits of LinkedIn for selling.
2. What to update in your personal profile to be found in search.
3. Four ways to generate leads using LinkedIn.
4. Tips to help you make your time on LinkedIn efficient.
The output of a convert stage is the leads . About 60% of leads can be converted as Customers which enhances the field of digital marketing.Inbound Marketing is based on a funnel model.
10 Marketing Influencers on LinkedIn to Follow TodayLinkedIn
There’s a way to tap into the first-hand intelligence of the visionaries watching the evolving marketing industry, and you can do it right from your desk, tablet or smartphone when you follow LinkedIn Influencers. To get you started, here are 10 Influencers in marketing to follow right now.
Live Webinar: Your Tactical Plan for Content Marketing on LinkedInLinkedIn
We’ve put together a quick, tactical webinar for driving ROI with LinkedIn Company Pages, SlideShare, Publishing on LinkedIn, LinkedIn Sponsored Updates and LinkedIn Groups.
We’ve tested and iterated for years – and now hear from LinkedIn's content marketing manager, Alexandra Rynne as she shares our insider tips.
In this presentation we uncover:
-What content drives the most engagement on LinkedIn
-Action items and daily time investment needed to succeed with LinkedIn Marketing tools
-Key metrics to measure the success of your strategy
A New Approach to Developing Customer Relationships Using LinkedInGetLinkedInHelp.com
First, LinkedIn marketing expert Kristina Jaramillo shows why sales and marketing leaders are unable to generate leads and develop customer/client relationships using LinkedIn. Then she shows how to open closed doors (and keep them open) with a new approach to social prospecting and lead development using LinkedIn & inbound marketing.
This presentation is part of a complete LinkedIn training webinar that can be found at: http://www.freelinkedinmarketingtraining.com/webinar
Buying process examples, a peek into the buyer's mind!Ashraf Osman
The buying process is pretty much the same when we buy/acquire/purchase anything.
I am sharing with you 4 examples to take you though the buying process steps for each example: Upgrade business server, buy a new car, move your kid to a new school and change your mobile phone operator.
The stages are the same in all cases .. read and enjoy and if you need me to develop the steps for any other case just give me a shout ... I'm always there and ready to help
Best Practices for Publishing Posts on LinkedInLinkedIn
Since opening up our publishing platform, we’ve seen some incredible posts written by our members. Inspired by these amazing pieces, we’ve put together a brief guide to help you make the most of publishing on LinkedIn. Here are some tips and tricks for writing stand-out posts, strengthening your professional reputation, and boosting your reach.
Write about what you know:
-Share your observations, impressions, and firsthand experience with your job, company, or industry.
-Write about your successes--or your failures and how you've learned from them.
-Or write about what inspires you to do what you do.
When in doubt, turn to the news:
Look at recent headlines to see if any recent topics relate to your expertise or interests.
Write often:
Don't worry about waiting for the "perfect" draft--get your thoughts out there, then let the comments you get help craft your next big idea.
Draw readers in with a catchy headline:
Help your post get noticed by making sure the title really captures the message of your post. Avoid numbered lists, and if you're going to use a pun, make sure its more clever than clichéd.
Choose images that stand out:
A clear and compelling image gives people a reason to click--it's a window into your post. Tip: one of the best ways to find a good image is through Flickr's Creative Commons.
Remember: the best way to set yourself apart with your posts is to be authentic.
Above all else, be you and true to your voice. Try weaving in examples from your own experiences--personal anecdotes can go a long way toward capturing your audience’s attention.
What are you waiting for? Start writing here: https://www.linkedin.com/pulse/article/new
The Top Skills That Can Get You Hired in 2017LinkedIn
We analyzed all the recruiting activity on LinkedIn this year and identified the Top Skills employers seek. Starting Oct 24, learn these skills and much more for free during the Week of Learning.
#AlwaysBeLearning https://learning.linkedin.com/week-of-learning
Social Recruiting at Scale: The Art & Science of Recruiting like a Marketer |...LinkedIn Talent Solutions
Learn practical tips on building a community of clients and candidates that have a vested interest in your recruitment firm. Download the full guide: http://linkd.in/1AHS74e
LinkedIn offers sales professionals the ability to find and engage with targeted buyers better than any other sales tool. It allows us to search and filter our connections’ connections to identify who in our network can help us gain access to potential sponsors. In this workshop we will cover:
Buyer-Centric Profile
• From Resume to Resource
• Position as a Thought Leader and Subject Matter Expert
• Banner, headshot, summary, experience, skills and recommendations and contact information
Network and Engage
• Welcome Messages to New Connections to Start Conversations
• Connecting with Those Viewing Your Profile
• Finding and Engaging Existing Connections
• Leveraging Notifications to Keep in Touch
Gain Access to Stakeholders
• Develop Search Strings to Create Lists of Prospect and Influencers
• Ask and Receive Warm Introductions into a Targeted Audience
• Connect in a Way that is Relevant to Your Audience and Get Them Excited to Take Your Phone Call
Thought Leadership
• Leverage Content to Attract and Engage
• Curating Relevant Content
• Publish Original Content
• Interview Blogs
• Use LinkedIn Native Video
PowerPoint Presentation that will help you know all about LinkedIn, How it works? what are the metrics to be successful and best time to post content, estimated cost.
How Financial Services Professionals can Leverage LinkedIn Sales NavigatorJennifer Benincasa
The way financial services professionals drive new business opportunities has changed as cold calls and email blasts are an obsolete method in conducting business. There is now an easier and more efficient way for financial services professionals to leverage LinkedIn to develop new business opportunities, build relationships, and drive revenue.
Hear firsthand from one of our top performing regional financial services sales manager as she reveals how her team partners with organizations to drive success through Sales Navigator.
During this webinar, you'll learn:
• How to use Sales Navigator to find and engage with your decision-makers and track existing relationships
• How LinkedIn is partnering with Financial Services Organizations
• Advanced strategies to help deepen relationships with existing clients, uncover new prospect accounts and drive new revenue
• Best practices on how to use Sales Navigator day-to-day to prospect, manage accounts, drive and encourage adoption
Live Webcast: LinkedIn Marketing Solutions 101LinkedIn
Learn how to manage the content and insights on a company page, track your content’s engagement through our insight tags, and tap into demographic data through LinkedIn data overlayed on your website traffic.
This presentation was delivered at the Calgary Marketing Club to provide an introduction to the topic of how to use social media to market a B2B company.
Social selling is creating change. A recent survey showed 73% of sales people using social media as part of their sales process outperformed their sales peers (Barbara Giamanco & Jim Keenan Survey). Global thought leader in customer-centric business management, CustomerThink, has stated that a warm referral increases the odds of a sales success 2x-4x.
Social Business Engine Podcast 2016 InfographicBernie Borges
In 2016 I had the privilege of interviewing 46 amazing professionals across the spectrum of social media and digital transformation strategy. Check out the interactive version of this infographic here: http://www.socialbusinessengine.com/podcasts/social-business-engine-podcast-season-3-for-2017/.
How to Build Transformational Organization Wide MarketingBernie Borges
The modern marketing department has an overwhelming responsibility. In many ways, the deck is stacked against marketers. Demands from the c-suite to demonstrate ROI on marketing spend is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments where these employees engage directly with customers and consequently have a deeper knowledge of the customer’s buying journey.
The modern marketing department is undergoing a transformation whereby the marketing function can no longer be considered the sole responsibility of one department called marketing.
Enterprise-wide marketing is not an option.
The modern marketer must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand.
Bernie Borges, a Futurist and Social Business Strategist offers a framework for any business to implement an organization-wide marketing plan.
Social Business Journal, Volume 6: Inclusive Design in a Cognitive EraBernie Borges
In partnership with IBM, we've published Social Business Journal, Volume 6 on Inclusive Design in a Cognitive Era, Reinventing Enterprise Email to Make Workplaces More Productive, Efficient, and Humane. Discover how IBM Design Thinking has inspired a new approach to designing and developing enterprise applications that are inclusive in their accessibility to anyone regardless of age or ability, how IBM Design Thinking has been applied to IBM Verse and how it can be applied to any problem-solving approach in business.
Download the Journal here: http://hubs.ly/H01sBLK0
In the Social Business Journal Volume 1, eighteen thought leaders share their insights on key topics on the road to social business success. Sign up to receive Volume 2 on the last slide. Enjoy!
15 Ways to Become a LinkedIn Power UserBernie Borges
15 basic and advanced tips to grow your network and get business results using LinkedIn, from Bernie Borges of Find and Convert. Discover more at www.findandconvert.com/blog.
This e-book helps B2B sales professionals understand the 3 step process of social selling on LinkedIn: Find, Engage, Convert. Find the right prospects. Engage to build trust. Convert to sales conversations. Happy social selling!
How to Create Social Employees through LinkedIn's Publishing PlatformBernie Borges
Webinar slides covering LinkedIn's Professional Publishing platform. You'll learn the opportunities and risks of the publishing platform. You'll take away an action plan. View the webinar recording here: http://www.findandconvert.com/resources/webinars/expand-corporate-brand-linkedins-publishing-platform/.
4 Pillars for SEO and Online Discoverability in 2014Bernie Borges
Learn the 4 must-have SEO pillars to get discovered online in 2014. These slides were presented in a webinar by Christine O'Kelly and Bernie Borges January 22, 2014.
The full webinar playback is available on demand here: http://www.findandconvert.com/resources/webinar-archives/
Looking for your next customer in today's business culture requires a social business strategy.
A social business is both internally and externally focused with a content mindset to produce relevant touch points that build lasting relationships.
Digital Marketing is Like Building a Skyscraper | Bend WebCAM 2012 Bernie Borges
Bernie Borges spoke at Bend WebCAM 2012 on how to build a skyscraper size digital marketing plan using effective processes, skills, data driven strategies and with a social business mindset.
In today’s hyper competitive, digital world, organizations that use data driven marketing give themselves a fighting chance. No brand is secure just on brand equity alone. Just look at Kodak, Pan Am and Research in Motion (Blackberry). Executives who embrace DDM give themselves the possibility of being relevant to their customers. And, at the end of the day, that is what your customers want most from you.
Most business around the world have begun to use social media technology in one form or another. It’s really not a matter of whether a business is “on social media” the question is “does social drive business results.” This is why we need to be talking about social business, not social media.
The social media strategies we implement for businesses are largely usable by individuals seeking to improve their career.
Unless you’re planning your retirement party, you are a career seeker and the strategies in this deck can be used by you.
If you want ROI in your social media efforts, you need a content strategy.
Bernie Borges provides a 15 step plan to organize, execute and measure a digital strategy through a content strategy, using social media.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
The key differences between the MDR and IVDR in the EUAllensmith572606
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices – the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
4. Here’s What We’ll Cover Today:
How LinkedIn has become a content channel and the opportunity it
presents to B2B companies
How to integrate conversation based content marketing into your
LinkedIn marketing strategy – We’ll show you real case studies and
examples
Easy ways to add content to your LinkedIn profile so you can attract
decision makers and influencers – You’ll learn the biggest LinkedIn profile
mistakes that 98% of business leaders, small business owners and B2B
marketers are making
What it means to be an influencer – and why most B2B companies are
failing to influence buying decisions using LinkedIn
5. How LinkedIn Has Become
a Content Channel and the
Opportunity it Presents to
B2B Companies
6. Success…
Successful B2B organizations are implementing at least
13 different content marketing tactics.
http://www.slideshare.net/fullscreen/CMI/b2b-content-marketing-2014-benchmarks-budgets-trends-north-america-bycontent-marketing-institute-and-marketingprofs/3
7. Now, the question is…
How many of these content marketing tactics did you integrate into
your LinkedIn marketing strategy?
8. Change Ahead…
”Analyst firm SiriusDecisions predicts that by 2015, more
than 75% of leads will be sourced through inbound channels.”
Eloqua Social Media Playbook
http://www.sparkinboundmarketing.com/blog/2011/09/content-marketing-b2b-buying-cycle/
9. LinkedIn Keeps Their Inbound Content
Engine Running at High Speed!
…According to Dell’s
Digital Marketing Director
at the 2013 B2B Digital
Conference 2013 in New York
10. Your Buyers Have the Power
…In fact, 70% of the buying
decision is made before
Speaking to a Sales Exec.
http://www.chiefmarketer.com/b2b/connect-with-b2b-buyers-before-theyre-too-far-down-the-funnel-13092012
11. How to Integrate ConversationBased Content Marketing Into Your
LinkedIn Marketing Strategy.
12. Reach Prospects Before They Need You…
When your prospects are self-nurturing & looking for information
to solve a specific challenge, you want them in YOUR eco-system.
13. Case Study #1
AT&T gains $47M through a blog-centered social sales strategy
18
Months
Later
14. Case Study #2
MPi gains 20% increase in webinar registrations
Profile Makeover to Showcase Thought
Leadership
Relevant LinkedIn Discussions
Targeted LinkedIn Lead Generation
Emails
Provocative Blog Content
Educational Videos
Slideshare Presentations
Follow Up LinkedIn Strategy & Ongoing
Promotion
Thought Leadership Education
15. Case Study #3
B2B video content marketing firm re-attracts
previous client & submits $36K proposal
16. Case Study #4
Todd Wheatland writes the book on Slideshare integration
Demonstrate thought leadership
with Slideshare content
Repurpose existing content into
Slideshare format
Drag and drop editing on your
profile
17. Case Study #5
Joe Chernov wins awards for thought leadership
Demonstrate thought leadership
with Slideshare content
Repurpose existing content into
Slideshare format
Drag and drop editing on your
profile
18. Case Study #6
How I mixed PR, Content Marketing, & LinkedIn
90 New Connections + 30
New Group Members
Ongoing Exposure
Increased Exposure
Increased Credibility
19. Case Study #6 continued
How I used my radio show with LinkedIn to attract new clients & partners
Using LinkedIn to Find &
Connect w/ Influencers
Through Our Community, We Were Able to
Strengthen Relationships & Show Our Value Leading to…
Through LinkedIn
Discussions We Built
Awareness to Get
1000+ Downloads
Within 1 Week
4 New White Label Partners
20. Easy Ways to Add Content to Your
LinkedIn Profile to Attract
Decision-Makers and Influencers
21. Your LinkedIn Profile is a Marketing Tool
Most B2B marketers’
LinkedIn profiles are
resume-based rather than
Results and case-studydriven featuring
accomplishments & results
22. Case Studies Tell Your Story
A Content Marketing
Institute Study shows that
64% of B2B marketers rate
case studies as the most
effective content marketing
tactic! So we need to add it
to our LinkedIn Profiles!
http://www.slideshare.net/fullscreen/CMI/b2b-content-marketing-2014-benchmarks-budgets-trends-north-america-bycontent-marketing-institute-and-marketingprofs/3
29. …More ways WebAttract CEO, Mike Agron, attracted decision
makers and gained more downloads through his LinkedIn profile…
1. Use of Case Studies
2. Use of Videos to Support the
Content Offered in Profile
3. Content Relevant to Specific Audiences
30. Direct Prospects to Your Content
Chris Goward from WiderFunnel.com drives prospects from
his LinkedIn Profile to his website where he demonstrates
his thought leadership…
Live, clickable
link to case
study on
website
40. Your Organization is Not Influencing
Business Decisions on LinkedIn Because…
There is a strong disconnect
between lead generation and
thought leadership content.
41. Find New Ways to Communicate
A recent LinkedIn report shows, the old ways of communicating:
Static Editorial Calendars, Gating Content with Lead Generation Forms, etc.
…Don’t Work in Social Media.
42. Buyers are looking for….
http://viewer.zmags.com/publication/b1eda72b#/b1eda72b/1
43. Your Organization is Not Influencing
Business Decisions on LinkedIn Because…
Here Lies Your
Connections…If there is no initial
interest, your connections become
dead connections;
you have no
engagement process.
44. Your Organization is Not Influencing
Business Decisions on LinkedIn Because…
Your leadership, sales, marketing
and business teams are failing to
show decision makers their
relevance.
45. Your Organization is Not Influencing
Business Decisions on LinkedIn Because…
…You’re not mixing blogging
with LinkedIn marketing.
90% of Inc. 500 companies use at
least one major social media
platform. But just 44% of Inc. 500
companies maintain a blog.
http://heidicohen.com/social-media-small-business-facts-you-need-now/
46. Your Blog is the Backbone
to Your LinkedIn Marketing
B2B companies that maintain
blogs generate, on average,
67% more leads per month
than non-blogging firms.
http://www.slideshare.net/toprank/war-of-words-mythbusting-social-media-seo-content-marketing
47. Your Organization is Not Influencing
Buying Decisions on LinkedIn Because…
…You’re not creating content for the different buying stages.
http://viewer.zmags.com/publication/b1eda72b#/b1eda72b/1
48. Your Organization is Not Influencing
Buying Decisions on LinkedIn Because…
You are curating industry news
and acting as a resource instead of
creating and sharing the content
that decision makers engage with
11.5X more!
49. Key Takeaways
1.
Revise your LinkedIn profile to emphasize results and case studies. Show
decision makers, influencers and the media why they should to connect
with you.
2.
Create your own LinkedIn group and community to avoid having “dead
connections,” heighten engagement with prospects, generate demand
and increase the lifetime value of your clients
3.
Provide thought leadership content, case studies and best practices so
you have content for prospects in different stages of the buying cycle.
4.
Most importantly, take a strategic approach. Create your LinkedIn content
plan and test and measure everything.
50. Tune Into The Social Business Engine!
https://www.youtube.com/user/socialbusinessengine
Watch the full episode at thesocialbusinessengine.com.
Content marketing is widely used by B2B organizations to build awareness, engage and generate leads. As this report from the Content Marketing Institute shows, in 2014 B2B companies plan to use many content channels.----- Meeting Notes (11/19/13 20:11) -----
The topic we'll address today is how you can integrate content marketing in your LinkedIn strategy. If you don't have a LinkedIn strategy, our hope is that you will be inspired to launch one after Kristina and reveal powerful content strategies on LinkedIn.
----- Meeting Notes (11/19/13 20:16) -----This is an important topic for any business because we are well on our way to being an inbound eco system.
----- Meeting Notes (11/19/13 20:16) -----And, LinkedIn understands this very well. LinkedIn has been in the content marketing business for several years now. If you didn't know that already, we'll make that very clear today.
----- Meeting Notes (11/19/13 20:24) -----Some of us can remember the old days when sellers were in the driver's seat. Today, the roles are reversed. The buyer is in control with information on any topic just a click or two away. It's no surprise that buyers navigate as much as 70% of their buying process on their own before they engage in a sales conversation.
----- Meeting Notes (11/19/13 20:24) -----With that back story, I'll turn it over to Kristina to reveal ways to integrate conversation based content marketing into your LinkedIn strategy.
----- Meeting Notes (11/19/13 20:24) -----If you're not familiar with Slideshare, it's a social presentation tool. You upload PPT, PDF, documents, audio and video files and Slideshare converts it to a standalone URL. LinkedIn acquired Slideshare a couple of years ago…Todd Wheatland has become recognized as the guy who wrote the book on Slideshare. In Todd's book, he explains how easy it is and how valuabel it is to display your Slideshare presentations on your LinkedIn profile.
Joe Chernov is a great example of a how to display Slideshare presentations on your profile. Think of each Slideshare as a statement of your professional credentials. Give people a chance to consume your valuable content right on your profile. If they like it, you might inspire them to want to engage with you further.
----- Meeting Notes (11/19/13 20:42) -----Just yesterday, LinkedIn launched a new feature available on Company Pages called Showcase. This feature allows a company with multiple products to build separate pages for specific products. This is ideal for large companies, or any company with a lot of products so customers can easily find and consume content of a specific product.
----- Meeting Notes (11/19/13 20:42) -----Did you know that LinkedIn offers 5 mobile apps? These apps really make it easy to use LinkedIn anywhere. The LinkedIn app is nearly identical to the desktop version of LinkedIn, just on your iPhone or Android device. Pulse is a content curation app that you configure to get content such as news and articles on your favorite topics, consume the content on your phone and of course share it with your LinkedIn network. In the interest of time, I'll only discuss these two mobile apps. Visit linkedin.com/mobile to learn about the others. You'll be amazed at how these apps can take your LinkedIn experience to a whole new level.
----- Meeting Notes (11/19/13 20:42) -----So, how can you influence buying decisions on LinkedIn through content marketing?
----- Meeting Notes (11/19/13 20:50) -----First, you might need to change the way you think. It's not just a numbers game. You shouldn't aim to have a gzillion connections.
----- Meeting Notes (11/19/13 20:50) -----Rather, to be influential on LinkedIn you need to make connections that are meaningful to you. And, rather than having a passive relationship with your connections, you want them to take action. Now, let's be realistic, taking action is not always about a sales conversation.
----- Meeting Notes (11/19/13 20:50) -----With all the opportunities to engage with content on LinkedIn, taking action can occur in many ways. For example, when you post a status update on your profile with a link to an article and others "like" it or comment on it or share it, that is action. When you visit a group and you comment on someone's conversation thread, or you start a new conversation thread in a group and others participate, those are actions. And, as insignificant as it may sound, these actions can create influence within your network.
----- Meeting Notes (11/19/13 20:50) -----If your company is not creating influence on LinkedIn my prediction is that there aren't enough people engaging through content and with relevant connections. A social enterprise, or a social business embraces employee branding and actually encourages employees to spend productive time on Linkedin engaging with others through content marketing. Sometimes, a little training is all it takes to get a jump start on becoming influential on LinkedIn.
----- Meeting Notes (11/19/13 21:04) -----The rewards are plenty. In fact, if more CEOs saw this data that proves the importance of building trust through social media engagement, we'd see more of them on LinkedIn and other social media platforms. And, we'd see more committment and budget to making the transition to becoming a social business, because customers want to interact with a social business.
----- Meeting Notes (11/19/13 21:04) -----Another reason businesses are not influential on LinkedIn is because there is a gap between thought leadership and thought leadership….Too often I receive emails from people on LinkedIn promoting a product. That's called spam. I delete them and often remove them as a connection on LinkedIn. That's not the way to do lead generation on LinkedIn. The way to generate sales opportunities on LinkedIn is by building trust, credibility, thought leadership and relationships. And, you do that through content and real and authentic engagement with people.
----- Meeting Notes (11/19/13 21:04) -----It simply boils down to being an authentic communicator on LinkedIn. Think about it, how else can you communicate in LinkedIn if it's not through content? Even when you send a message (email) to someone, if you're not sharing relevant content about something that might interest the recipient, you're spamming them!
----- Meeting Notes (11/19/13 21:04) -----Need more proof. Okay, here's more evidence that what buyers want from sellers is trust more than any other attribute. And, the path to building trust is by providing buyers highly relevant content that helps them in some way.
----- Meeting Notes (11/19/13 21:04) -----Another reason you may not be building influence is because your connections are not engaging with you. Either they are the wrong connections, or you are not particpating on LinkedIn with content that can interest your connections to engage with you.
----- Meeting Notes (11/19/13 21:19) -----Yet another reason you may not be building influence on LinkedIn (and this is a big one) is that you're sharing cat videos or something silly and totally irrelevant. Honestly, I've never seen anyone share cat videos on LinkedIn. But, I have seen people share content that is not relevant to me. I just ignore those connections. If you want your prospective buyers to engage with you, BE RELEVANT!
----- Meeting Notes (11/19/13 21:19) -----A huge missed opportunity for many businesses is not bloggging. It's amazing to me that less than half of the Inc. 500 have a blog.
----- Meeting Notes (11/19/13 21:19) -----The data proves that businesses with a blog generate more leads than non-blogging firms. And, since LinkedIn is a content channel, it's a natural place to share your blog content. But, don't sell with your blog content. Don't post it saying "read my blog.." or something silly like this. Rather, inspire people with a key point about your blog content and share the link. Don't hesitate to share the same blog post 2 or 3 times spread out over 2 or 3 weeks. You might emphasize a different point each time you share the post.
----- Meeting Notes (11/19/13 21:19) -----Another key factor in influencing buyers on LinkedIn is sharing content that is relevant to buyers in different stages of the buying cycle. The content at the awareness stage is very different than content that addresses "how to solve a problem" in the implementing stage. Consider that your content should not be a "one size fits all" approach.
----- Meeting Notes (11/19/13 21:19) -----The mix of the content you share on LinkedIn should be a mix of content you curate and your original content. Even if you are not the author of the content, sharing content authored by subject matter experts in your business is an important part of the trust building process with buyers. So, mix it up. Don't be too heavy with curated content or originally authored content.
----- Meeting Notes (11/19/13 21:19) -----Focus on building thought leadership to build trust for your brand. Use case studies, best practice and address each stage of the buying cycle. Be strategic in your approach to using LinkedIn. Do it everyday. Have a content plan. Use the built in Pulse content. Share your own content. Test to see what gets results. Measure results. Don't be afraid to experiment but err on the side of authenticity, not sales. This is a situation where selling less can produce more sales.
----- Meeting Notes (11/19/13 21:19) -----I invite you to tune into my new digital TV show Social Business Engine. I interview people on their social business journey. They share their wins and lessons learned. You'll learn a lot. Just go to our YouTube channel on the screen.