LinkedIn for B2B

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The document discusses how LinkedIn is a valuable platform for B2B marketing. It notes that LinkedIn has over 147 million members worldwide, most of whom are between 25-54 years old. It also states that 39% of LinkedIn members are managers, directors, owners or other high-level business professionals. Finally, it provides tips for how to appropriately engage and share value on LinkedIn without coming across as overtly selling, including sharing first before promoting products, being transparent, staying on topic in discussions, and avoiding spamming other members.

Why Linkedin is GREAT for B2B

ABOUT The standard LinkedIn is male
(57.9%) and aged between 25
147 MILLION and 54 years (67.7%); compared
to the previous year, the
LINKEDIN MEMBERS percentage of teenagers (18-24)
has grown more than other age
WORLDWIDE groups

Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012

Why Linkedin is GREAT for B2B

Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012

Power? They Haz It

39% of Linkedin
members are either
a Manager, Director,
Owner, Chief Officer
or Vice President

Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012

Linkedin is a Unique Platform

Unlike Facebook or
Twitter, there is no way
to mask who you are on
Linkedin.

Users must engage on
behalf of themselves.

#1: Share First, Product Second
• Conversation on LinkedIn is dominated by professionals
seeking to help each other out.

• Because of this, an environment of overt selling is usually
discouraged.

• Instead, you should try to provide as much non-product-specific
value upfront.

• Once you have gained acceptance, you are able to potentially
suggest your product as the right solution, if the opportunity
presents itself.

#2: Be Transparent

• Always introduce yourself into a discussion with a statement of
transparency such as…

“Hi I’m {X}, I work in product communications for {Y}
company – I think I can help share some of my
insights.”

• This helps to set the stage that you are not overtly engaging
JUST to push a product.

#3: Stay On Topic

• Though it might be tempting to
shoehorn in a link to a white paper
or other piece of intellectual
capital, the best way to market in
LinkedIn Groups is to wait for the
right moment and only suggest
materials that are on-topic.

• Suggesting off-topic resources or

O.C.D.
trying to steer the conversation in a
direction that others don’t want
may result in you being banned
from certain groups.
(obsessive closing disorder)

#4: Don’t Spam

• Marketing in LinkedIn groups is much more a courtship than it
is a peppering of your promotional messages or links
wherever you can.

• Be respectful of the
conversation, only engage
in discussions where you
know you are on-topic and
only share links or
promotional messages
when you know – without
a doubt – that you are
adding additional on-topic
value.

To Recap: How to Engage on Linkedin

1. Share First, Product Second

2. Be Transparent

3. Stay On Topic

4. Don’t Spam

Thank You

http://brandwarepr.com
If you have any questions, please feel free to contact us
anytime:

Jared Degnan
Social & Digital Media Manager
jared@brandwarepr.com
770.649.0880 Ext 303

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LinkedIn for B2B

1. “Your Profile is Showing” Leveraging the Power of Linkedin for B2B Marketing

2. Why Linkedin is GREAT for B2B ABOUT The standard LinkedIn is male (57.9%) and aged between 25 147 MILLION and 54 years (67.7%); compared to the previous year, the LINKEDIN MEMBERS percentage of teenagers (18-24) has grown more than other age WORLDWIDE groups Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012

3. Why Linkedin is GREAT for B2B Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012

4. Power? They Haz It 39% of Linkedin members are either a Manager, Director, Owner, Chief Officer or Vice President Source: Amodiovalerio Verde, Linkedin, DEMOGRAPHICS & STATISTICS - JAN 2012

5. Linkedin is a Unique Platform Unlike Facebook or Twitter, there is no way to mask who you are on Linkedin. Users must engage on behalf of themselves.

6. Company Profiles

7. Groups

8. Linkedin Answers

9. “Your Profile Is Showing” HOW TO ENGAGE ON LINKEDIN

10. #1: Share First, Product Second • Conversation on LinkedIn is dominated by professionals seeking to help each other out. • Because of this, an environment of overt selling is usually discouraged. • Instead, you should try to provide as much non-product-specific value upfront. • Once you have gained acceptance, you are able to potentially suggest your product as the right solution, if the opportunity presents itself.

11. #2: Be Transparent • Always introduce yourself into a discussion with a statement of transparency such as… “Hi I’m {X}, I work in product communications for {Y} company – I think I can help share some of my insights.” • This helps to set the stage that you are not overtly engaging JUST to push a product.

12. #3: Stay On Topic • Though it might be tempting to shoehorn in a link to a white paper or other piece of intellectual capital, the best way to market in LinkedIn Groups is to wait for the right moment and only suggest materials that are on-topic. • Suggesting off-topic resources or O.C.D. trying to steer the conversation in a direction that others don’t want may result in you being banned from certain groups. (obsessive closing disorder)

13. #4: Don’t Spam • Marketing in LinkedIn groups is much more a courtship than it is a peppering of your promotional messages or links wherever you can. • Be respectful of the conversation, only engage in discussions where you know you are on-topic and only share links or promotional messages when you know – without a doubt – that you are adding additional on-topic value.

14. To Recap: How to Engage on Linkedin 1. Share First, Product Second 2. Be Transparent 3. Stay On Topic 4. Don’t Spam

15. Thank You http://brandwarepr.com If you have any questions, please feel free to contact us anytime: Jared Degnan Social & Digital Media Manager jared@brandwarepr.com 770.649.0880 Ext 303

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