The 5-step document outlines how to successfully market a brand on LinkedIn. It includes: 1) Setting up a company page to tell your brand's story, showcase offerings, and reach mobile audiences. 2) Developing unique, sourced, and linked content that is informative for members. 3) Structuring status updates to post daily with links to engage followers. 4) Leveraging current followers and communities to amplify messaging. 5) Analyzing follower growth and status update performance for insights to refine strategies.

1. 5 Steps to Successfully Market Your Brand on LinkedIn
November 2012
©2012 LinkedIn Corporation. All Rights Reserved.

2. Alicia Tyree
Social Media Consultant
LinkedIn
©2012 LinkedIn Corporation. All Rights Reserved.

3. Five steps to success
1. Set up your company page
2. Source content
3. Post Company Status Updates
4. Amplify your message
5. Analyze and refine
©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 3

4. Step 1: Set up your LinkedIn Company Page
Crafting a compelling company
presence
©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 4

5. Your Company Page is your brand’s central hub
on LinkedIn
©2012 LinkedIn Corporation. All Rights Reserved.

6. Tell your story
Company Overview Products and Status updates and
Page Services tab mobile
Express Your Brand Showcase Your Reach Your
Offerings Audience
Use an eye-catching
image that represents Spotlight your Status updates can
your brand products, services, be shared and
and specialties featured
Provide a great
narrative Upload relevant Company Pages
content appear on our mobile
SEO friendly pages and iPad apps
allow for keyword Collect product
optimization endorsements
©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 6

7. Step 2: Source content
Developing and sourcing
engaging content
©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 7

8. The three types of content
Unique Linked Sourced
Content created by Content you link to Content you’ve
someone at your from outside commissioned or
company sources co-created
Examples: Examples: News on Examples: Customer
Informative blog industry trends that testimonials, articles
posts, stories from you curate from written by successful
your newsletter, industry blogs and partners, links to
videos from your LinkedIn Today, Group discussions on
YouTube channel industry whitepapers, other forums
infographics
©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 8

9. What LinkedIn members want
Want to receive Want a sneak
68% relevant news
or articles from 43% peek at new
products and
companies services
©2012 LinkedIn Corporation. All Rights Reserved.

10. More content tips
Keep your content informative and
insights-focused
Updates should be friendly, not sales-y
If you post company news, keep it
member-centric
Link to webinars, white papers, newsletter
and event sign-ups
LinkedIn users want 1. Improve themselves professionally
to see brands that 2. Help them to make business decisions
help them… 3. Give advice/recommendations
©2012 LinkedIn Corporation. All Rights Reserved.

11. Step 3: Post Company Status Updates
Scheduling and structuring your
updates
©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 11

12. Structuring your Status Updates
Keep it brief
Post every day, at least once
Time of day matters; think coffee & couch
Link to great content
45% Higher
Engagement
Status updates with links promote
more Follower engagement
©2012 LinkedIn Corporation. All Rights Reserved.

13. Tailor your content with Targeted Status Updates
Include your biggest brand advocates:
your employees!
Don’t target ultra-granular segments
Location, location, location
Target your ideal customer profile
70% More likely
Employees are 70% more likely to
engage with your posts
©2012 LinkedIn Corporation. All Rights Reserved.

14. Step 4: Amplify your message
Leveraging your existing
communities
©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 14

15. Your current follower presence on LinkedIn
Your Current Followers Your Opportunity
Use LinkedIn’s Company
Reach your current
Page and Follower
Followers with
reporting to understand
relevant messaging
what audience you reach
on LinkedIn
For every one of your ideal
Followers… Followers take part in the
conversation and amplify
There are many more like
your message
them!
TYREE 2012 15

16. Your message is amplified when Followers endorse it
Erica Robertson
TYREE 2012 16

17. Step 5: Analyze and refine
Understanding your successes
©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 17

18. Utilize Follower and Status reporting
Monitor your Follower Hone in on performance of
growth during key initiatives specific Status Updates for
insights into your audience
©2012 LinkedIn Corporation. All Rights Reserved.

19. ©2012 LinkedIn Corporation. All Rights Reserved. TYREE 2012 19