This document provides tips and best practices for using LinkedIn for marketing purposes. It discusses how to create an effective company presence on LinkedIn by adding company information and customizing profile tabs. It also offers strategies for attracting and engaging followers, such as inviting connections, using groups, and sharing relevant content. The document recommends analyzing engagement metrics and ROI to ensure marketing efforts on LinkedIn are effective.

1. 90% of professionals use
social media to get
access to thought leadership &
information they couldn’t
get elsewhere.
SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010

2. 3 out of 4 professionals
rely either lightly or heavily on
professional networks to
support business
decisions.
SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
2

3. 81% of LinkedIn members
prefer to have separate
social networks for their
personal and
professional lives.
SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011
3

4. How to Master
LINKEDIN
for Marketing
Session 1: How to Use LinkedIn
Company Pages & Groups
#MasterLi
4

5. Your Presenters:
Scott Engelman Mike Volpe
Director of Online Marketing CMO
@LinkedIn @HubSpot
5

6. Today’s Agenda:
1 Create a Company Presence
2 Attract Followers
3 Keep Your Followers Engaged
4 Amplify through the Network
5 Analyze & Refine
6

7. CREATE
COMPANY
PRESENCE

8. Add Your Company’s Information
1 Choose designated users to
be your page admins. 2 Add your company
info & a URL.

9. Add Your Company’s Information
3
Add a
company
description.
4
Add your
company
specialties.

10. Improve Your Overview & Products &
Services Tabs
PRODUCTS & SERVICES TAB
OVERVIEW TAB

11. Customize Content By Persona

12. Customize Content By Persona

13. It’s Easy to Create a New Persona

14. Collect Recommendations

15. Goals of Products & Services Tab
1 Showcase Products (or Other Content)
2 Generate Social Recommendations
3 Send Traffic to Your Website
4 Drive Leads to Your Business

16. HOW TO
ATTRACT
FOLLOWERS

17. Companies with
most EFFECTIVE
ENGAGEMENT
need to have a
minimum of
100-200 followers.
LinkedIn tip
17

19. Three Easy Steps to Get Started:
1 Invite your family, friends & coworkers first.
2 Reach out to people through existing means of
communication—email, phone, in person, etc.
Mention your LinkedIn Company Page
3 across your website & other channels.
19

21. Add A Follow Company Button to Your Web Site

22. Run An Email Campaign to Drive Following
INCLUDE A DIRECT
CALL-TO-ACTION.
CONSIDER OFFERING AN
INCENTIVE.
PROVIDE CONCRETE
BENEFITS.

23. Invite Industry Thought Leaders
IDENTIFY THOUGHT SEND THEM PERSONAL ENCOURAGE THEM
LEADERS. INVITES. TO FOLLOW YOUR
COMPANY PAGE

24. How to Use Groups for Follower Growth
ENGAGE WITH PEOPLE FROM
COMPANIES YOU FOLLOW.
REFER THE COMPANIES
IMPORTANT TO YOUR
BUSINESS.
PARTICIPATE IN
DISCUSSIONS.

25. Promote on Other Marketing Materials
BUSINESS CARDS, FLYERS &
EMAIL SIGNATURE
EBOOKS, WHITEPAPERS
AND GUIDES
PRESENTATIONS AND EVENT
MARKETING COLLATERAL

26. HOW TO KEEP
YOUR
FOLLOWERS
ENGAGED

28. The QUESTIONS
that customers ask
you are one of the
best places to start
for your updates.
28

29. Share Information Your Followers
Care About
USE QUESTIONS

30. Give Your Followers Clear Directions
ENCOURAGE THEM TO TAKE ACTION, SUCH
AS “SIGN UP,” “LIKE” OR “DOWNLOAD.”

31. Test Best Times to Post
POST ON
WEEKDAYS.
IS YOUR COMMUNITY
ENGAGED IN THE
MORNINGS?
POST AT LEAST
ONCE A DAY.

32. Best Practices for Status Updates
1 Use links & images in your status update.
2 Make your updates short.
3 Tell your followers what action to take.

33. AMPLIFY
THROUGH
NETWORK

35. MARKETING
FACT
There are
1M
Groups on LinkedIn.

37. Example of a LinkedIn Group:

38. Customer Engagement Through Local
LinkedIn Groups:

39. Best Practices for LinkedIn Groups
1 Stay active!
2 Engage people in thought leadership
discussions.
3 Set guidelines for discussions.
4 Content creation.

40. ANALYZE &
REFINE

41. Ensure You’re On the Right Track
Check your Followers Statistics on an ongoing basis

42. Measure Engagement
Check LinkedIn stats to keep engagement in the core of your strategy

43. Available Metrics 24h After Posting
Impressions, clicks and level of engagement

44. Gain Insights about Your Followers
Analyze demographic information about followers

45. Keep Track of ROI
See connection between LinkedIn marketing and real business results

46. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Lead
Management
Email &
Automation
Marketing
Analytics

47. 3 2000 7 50+ 6 15 0
breakout inspiring small reasons
days inbound learning sessions keynotes group not to
marketing tracks workshops GO!
professionals
REGISTER TODAY!
www.InboundConference.com
www.InboundConference.com

48. THANK
YOU.
48

49. POST YOUR
QUESTIONS:
http://bit.ly/HS-LI-GROUP