You're trying to grow your food brand right! And you know that almost half the population of the UK is registered on at least one social channel (spending an average 2hrs 13mins per day on them) So, how do you get to them all?

1. How do you grow your business using LinkedIn
(and other social channels)?
TODAY’S QUESTION
?

2. Almost half the population of the UK is registered on at
least one social channel, spending an average 2hrs
13mins per day on them. But how do you get to them all?
THE PROBLEM
+15.6
million
+14.8
million
+31.2
million

3. You don’t! You focus!
B2B: identify your audience.
IDENTIFY & DEFINE
1

4. IDENTIFY & DEFINE
1/Personas
A reliable and realistic representation
of each key customer.
 Their job and level of seniority
 Their demographic information
 Their pain points
 How you can help them
 What they value most
 Their goals (business & personal)
 Where they go for information
 Their objections to your product
 A picture
PERSONAS SHOULD INCLUDE
Café owner
Cathy
Retail
buyer
Ronnie
Farm shop
Sheila
Chef
Charlotte
Consumer
Ken

5. 2/Goals and objectives
Make sure they are specific, targeted and above all achievable
IDENTIFY & DEFINE
Farm shop
Sheila
 Get x 25,000 consumers to
subscribe to recipes
 Get our products in front of x2
major retailers
 Double the number of farm
shops stocking our product
 Get x 1000 delis to stock our
product
 Get x 2000 chefs to use our
products in one dish
OR…
Get twice as
many farm
shops
stocking our
products!

6. Use your other channels more.
Build a lead generator.
YOU PREPARE
2

7. THE LEAD GENERATOR
Trade area
2: Be specific
3: Be digestible
Cheat sheets
Email guides
Quizzes
1: Be targeted
YOUR LEAD MAGNET SHOULD… TYPES OF LEAD MAGNET
Reuse,
recycle,
repurpose
Webinars

8. THE LEAD GENERATOR
1: A clear ‘call to action’
2: A bloody punchy headline!
3: A relevant offer
4: A form
5: To gain trust
YOUR CONVERSION PAGE WILL NEED…

9. THE LEAD GENERATOR
1: Introduce your brand
2: Introduce your USPs
3: Manage their expectations
4: Tell them what you want them to do
YOUR WELCOME EMAILS SHOULD… MIX YOUR INGREDIENTS PRECISELY
should get welcome emails
to achieve the points opposite
clickthrough rate when personalised
timeframe for sequence of emails

10. Now you’re ready to spread the love,
generate traffic and feed the funnel!
TRAFFIC GENERATOR
3

11. They’re all here. So how do you
reach them?
REMEMBER THOSE PERSONAS
Farm shop
1,564
Owner/manager/
senior
698
Chef
70,978
Senior/manager
45,136
Deli
2,515
Owner/senior
1,722
Cafe
59,139
Owner/manager/
senior
31,880 9,800
if you only
select food/
retail etc
Food buyer
Retail/food &
beverages
1,188

12. Your logo
A banner
SEO-rich description
List of specialities
Featured groups
1/Company page
A quick and easy resource for every company on LinkedIn
YOU WILL NEED REMEMBER TO
 Tell your colleagues
 Promote links
FILLING THE FUNNEL

13. 2/Showcase page
A more targeted extension of your company page
Brand
Market
Campaign
Company
FILLING THE FUNNEL

14. 3/Company updates
Use them to drive traffic to your conversion pages
Include images and rich media
YouTube videos will play on the site
size of 700 x 700 pixels.
Write a compelling headline
Desktop: 300 characters before being truncated,
tablet: 160, mobile: 35
Include a link
to your conversion page (or blog post), which
should include an image
Include documents and presentations
PDFs, Microsoft Office documents etc
(must be under 100MB)
 Post regularly / daily
 Relevant / your audience should
be interested
 Target / use the audience feature
 Polite / don’t disrespect another
company
 Share / advice, thought leadership
 Engaging / prompt a response
FILLING THE FUNNEL
REMEMBER
Do link!
The most
important bit of
the page is where
they go next

15. To build followers and connections who
engage with updates and spread the
word… but it’s not quick.
YOUR AIM
Time
Dedication
Patience
So let's speed
it up…

16. £/Sponsored updates
One persona, one issue, one solution - targeting the right
person at the right time.Simple!
And…
you don’t
need to
post
updates
FILLING THE FUNNEL
ECONOMICAL
Head chef
10,000+
CPC
£1.80
CPM
£8.60
TARGETED

17. Scalable, automated and works in
conjunction with any channel.
THE ROLLOUT
TRAFFIC LEAD GENERATOR NURTURE/SALE

18. Thanks. Any questions?
AND THERE’S MORE
Pulse
AdsInMail Lead
cards
Promoted
tweets
Tweets
Direct
messages
AdsSponsored
posts
Posts
Company
pages
Personal
profiles
Groups