The document provides 7 best practices for using LinkedIn for B2B marketing: 1) Develop your personal and company brand keywords. 2) Optimize your profile header, title, and content to get found. 3) Customize your website link and public profile. 4) Leverage recommendations. 5) Build your network through advanced searches, groups, and invitations. 6) Use LinkedIn apps to share existing marketing assets. 7) Build relationships through group contributions, answering questions, and regular engagement. Following these practices can help marketers generate exposure and position themselves and their business on LinkedIn.

1. Basic Best Practices
for B2B Marketers

2. Social Media:
■ An engagement with online
communities to generate
exposure, and the opportunity
to position yourself, your
products and your services
to those already
invested in you
■ “Water Cooler of the 21st Century”

3. For Your Company’s Brand:
■ Professional presentation
■ Branding
■ Search engine optimization
■ Calls-to-action; today’s tools for
success when using social media
for B2B marketing.

4. For The Individual Brand:
■ Persistence, self-branding, professional
presentation, all things a marketing consultant
would have steered you toward two decades
ago, are necessary for success when
using social media for B2B marketing.

5. ?
What is

6. Just the Facts
■ World’s largest professional social network at 70+ million
■ A new member joins LinkedIn approximately every second,
half are outside the U.S.
■ Executives from all Fortune 500 companies
are LinkedIn members.

7. Just the Facts
■ Over 1 million company pro les (less than 1% optimized)
■ To make this a performing part of your marketing mix –
you need be one of the 1%

8. Why
?

9. LinkedIn Users
■ Average Years of Experience – 15 years
■ Average Age – 41 years
■ 47% are “Decision Makers”

10. Consider This:
LinkedIn has an unparalleled
search engine ( elds)
■ You are a record in the database
■ The records are connected
■ The connections form
a network you can use

11. 7LinkedIn B2B
Best Practices

12. 7 LinkedIn B2B Best Practices
1: Branding
■ YOU are your Brand
■ Why you? (Expertise, Industry, Niche)?
■ What are your keywords?
■ Create your pro le in a Word document
Why? The clearer you are on your personal brand,
the better you represent yourself and your company,
the more business you will attract to both.

13. 1 Develop Your Company’s Keywords:

14. 1 Develop Your Personal Keywords:

15. 7 LinkedIn B2B Best Practices
2: Optimize
■ Optimize your header
■ Optimize your title
■ Optimize your content
Why? Get found to get business

16. 2 Optimizing Your Pro le to Get Found
Optimize your header and title

17. 2 Optimizing Your Pro le to Get Found
Optimize your content

18. 7 LinkedIn B2B Best Practices
3: Customize
■ Customize your website link
■ Customize your public pro le
Why? Attract more eyes with
customized content – increased
tra c to your online presence

19. 3 Customizing Your Pro le for Higher Visibility
Customize your website link

20. 3 Customizing Your Pro le for Higher Visibility
Customize your public pro le

21. 7 LinkedIn B2B Best Practices
4: Recommendations
■ How do they know you?
■ Tell them what to say!
■ Recommend others
Why? Heavily ranked by LinkedIn
search, heavily weighted by viewers

22. 4 Act on Recommendations – Inbound and Out
Tell them what to say!
Recommend others

23. 7 LinkedIn B2B Best Practices
5: Network Building
■ Use advanced search to nd
strategic connections
■ Join groups
■ Respond to every invitation
■ Consider becoming a LION
Why? You’re only as visible as the size of your network

24. 5 Your Only as Visible as Your Network
Use advanced search to
nd strategic connections

25. 5 Your Only as Visible as Your Network
Join groups

26. 5 Your Only as Visible as Your Network
Respond to every invitation

27. Quantity
vs.
Quality

28. Why a Big Network? (LION)
■ More prospects
■ More inbound calls
■ Best for sales, recruiting, marketing

29. Why a Smaller Network? (LamB)
■ Nice to “vouch” for and qualify your connections
■ Best for executives of large companies

30. 7 LinkedIn B2B Best Practices
6: Apps

31. 6 Know Your Apps – Put Them to Use
Why? Share Your Existing Marketing Assets

32. 7 LinkedIn B2B Best Practices
7: Relationship Building
■ Join groups
■ Contribute to discussions
■ Ask and answer questions
Why? The more you follow and contribute
valuable information, the higher quality your
tribe: “Know me, Like me, Trust me, Buy from me.”

33. Groups: LinkedIn’s Answer to Being Social
■ LinkedIn’s blog
■ Post your good news
■ Repurpose your content
■ Build relationships
Why? Create relationships
and share your valuable content

34. An Answer a Day = Thought Leader
■ Repurpose old content
■ Mine for new content
■ Help someone out!
■ Increased inbound leads

35. Reach Out – and Reconnect
■ 3 new connections, read their pro le,
ask them about themselves
■ 3 old connections – get back in touch
(prepared document)
Why? Because synchronicity doesn’t
happen if you don’t pay attention

36. Daily LinkedIn Strategies: In 15 Minutes a Day
■ Inbox
■ Reach out
■ Answers
■ Groups
Why? Because who has an hour a day

37. “Old Fashioned” Etiquette
■ Be courteous
■ Be relevant!
■ Be responsive
■ Email!
■ Pick up the phone!
■ Help someone out!
Why? Because it’s still a SOCIAL network

38. “Good ideas need
good strategy to
realize their potential.”
– Reid Ho man, former LinkedIn CEO

39. ?
Do you have
Questions

40. LinkedIn: 7 Best Practices for B2B Marketers
Martine Hunter Viveka von Rosen
Creative Director, Social Media Trainer & Speaker
Inbound Marketing Founder of Linked Into Business
MLT Creative
With 20+ years experience in Viveka von Rosen is a successful
marketing communication, entrepreneur, nationally renowned
Martine is a solution-driven IA Certi ed LinkedIn trainer and
creative type who focuses on expert, and a respected social
innovative idea generation and compelling content. She holds media speaker. Her extensive sales and marketing background
the Inbound Marketing Professional certi cation and serves includes a specialization in helping her clients use social media
the Atlanta chapter of the Business Marketing Association marketing techniques to strategically extend their networks
as a member of the board of directors. and increase their business exposure.
mhunter@mltcreative.com Viveka@LinkedIntoBusiness.com
www.linkedin.com/in/martinehunter www.linkedin.com/in/LinkedInExpert
www.mltcreative.com www.LinkedIntoBusiness.com