Linkedin Marketing is one of the most overlooked social media platforms for Digital Marketers. There are primarily 2 main springboards for marketing within Linkedin; the corporate branding and the personal branding. Linkedin is probably the only platform which everyone in the organisation can be part of the branding and marketing strategies. This master class will highlight key areas of focus for any brand on Linkedin and to leverage personal branding so that everyone in the organisation can be a key person of influence in their field.

1. Andrew Chowideasandrew@gmail.com
MANAGING DIRECTOR,
IDEAS & CONCEPTS
SINGAPORE ~ SEPTEMBER 19 - 20, 2018
DIGIMARCONAPAC.COM | #DigiMarConAPAC
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
LinkedIn Marketing
Master Class
MASTERCLASS

3. @ideasandrew
1 handle

4. 2 Books

5. 5 Different Careers in 30 years
1987-1993 1993-1998 1999-2005
2005-2009 2010-

6. 7 Teach in CPEs or Adult Learning Institution

7. 8 Client

9. Concise, Impactful Profile Headline

10. Have an unique Linkedin URL

11. Well Written / Developed Summary
1. Who are you?
(Personality)
2. What do you do?
(Role)
3. Why I am unique?
(X Factor/USP)

12. Showcase Your Social Portfolio with
related links
Summary Work Experience

13. Well Developed Skills & Endorsements
Top skills
Better!
Good skills
Good!

14. Well Constructed List of Professional
Experience
Work Experience
Good!
Work Achievement
Better!

15. Increase Your Connection
Systematically
Install this habit!
Dig out old name cards and look for
all of them
Look out everyone you meet on
Linkedin after you have received
their name cards
Put your Linkedin URL on your email
signature

16. Find the Right People
• Find Prospect based on:
• Level of Connections
• Job Title
• Companies
• Schools
• Industries

17. Recommendations from Customers &
Colleagues
How did you know me?
What did I do for you?
How do you feel about my
performance?
What are three work ethics you
like?
Leading Questions:

18. Establish Thought Leadership through
Long Post
Have a compelling title
Insert a engaging visual
Write with sub headings
Put conclusion in the
beginning
Share it on your other
platforms

19. Involvement in Selected LinkedIn
Groups
• Search for topics of interest
• Join in the discussion
• Ask for opinion
• Contribute to open questions
• Share your experience
• Create your own space

20. Honors and Awards
• Award Name
• Name of Presenter
• Year of Award
• 50-word Description

21. Language (Dialect) Proficiency

22. Highlighted Projects

23. Publications / Written Works
• Personal Blog
• Articles to the press
• Contributing author to a book
• Whitepaper
• Wikis
• Media Appearance

24. Volunteer Work
What have you done?
What are you looking for?
What do you care about?

25. “All-Star” Linkedin Profile Cheatsheet
Professional Profile Photo (Headshot)
Concise, Impactful Profile Headline
Well Written / Developed Summary
Well Constructed List of Professional Experience
Well Developed Skills & Endorsements
Connect with anyone who looks like an “All Star” or “Premium”
Recommendations from Customers, Peers & Colleagues
Involvement in Select LinkedIn Groups
Highlighted Projects
Publications / Written Works

26. The CompanyPages

27. Company Pages are where you attract and
interact with your target audience because
it’softenoneof thefirstpagesLinkedIn
membersvisit to learnabout your company.
Youcancatch the eyeofprospective
customersbyfeaturingrelevant andcreative
content,suchasyourbeautifullydesigned
eBooks,case studiesandhow-tocontent.
Bydeliveringusefulandengagingcontent
that solveyourprospects’ pain points,you’ll
fosterengagementandhelpyourmessage
spreadfast.
ACompanyPageisalsoaplaceto showcase
life inside yourfirm,whetherforrecruiting
purposesor to giveprospectivecustomersa
senseof whatit’slikedoingbusinesswithyou.
Ifyoutreat the pageasadynamicmarketing
tool (rather thanastatic “About Us”page),you
canestablishthoughtleadership,build brand
awareness,andmoveyouraudience totake
action.
OurLinkedInCompanyPagehasover2millionfollowers.
First Thing’s First:Whatis a CompanyPage?
27
The LinkedIn
CompanyPages

28. ShowcasePagesarelinkedto yourCompany
Page,but allow youto createandshare
contentthat appeals to differentsegments
of youraudience.For example,theLinkedIn
MarketingSolutions ShowcasePagehasa
completelydifferentlook andfeel thanthe
LinkedIn CompanyPage
TomakeyourShowcasePagemoreeffective:
• Usekeywordsin pagenamesso theyare
easyto find viasearch
• AddaLinkedIn follow button to website
pagesthat correspondto ShowcasePages
• Cross-promotewithyourCompanyPage
Here’sasnapshot of the LinkedInMarketing Solutions Showcase Pagemyteammanages.
Whatis aShowcasePage?
28
The LinkedIn
CompanyPages

29. How to create a CompanyPage
Tocreate aCompanyPage:
1. ClicktheWorkiconinthetoprightcorner
of yourLinkedInhomepage.
2. Click Create a CompanyPage.
3.EnteryourCompanyNameandchoose
aURL.All CompanyPageURLsare
structuredaslinkedin.com/company/
[YOURCOMPANYNAME].
• LinkedIn membersandsearchengines
will usethis uniqueURLto find your
page.
4. Checktheverificationboxtoconfirmyou
havetherightto act onbehalfofthat
companyinthe creation of the page.
5. Click the Create pagebutton.
• Ifyoudon’t haveaconfirmedemail
addressassociated withyourLinkedIn
account,you’ll be promptedto add
and verify your emailaddress.
6. Click Getstarted onthe welcomescreento
beginediting yourCompanyPage.
• Arederror messagemayappearifyou
haveproblems adding a Company Page.
Topublish yourCompanyPageyoumust
include acompanydescription(250-2,000
charactersincluding spaces)andcompany
websiteURL.Keepinmindthatapreviewof
yourCompanyPageis not available.Whenyou
publishthepage,itislive onourwebsite.
Ifyouhave anyquestions or needassistance,
pleasedon’t hesitateto contactus.
THEBASICS
29
The LinkedIn
CompanyPages

30. Sponsored Content &Direct
Sponsored Content
LinkedIn SponsoredContentallowsyouto
publish relevant content andreach atargeted
audienceof professionalsbeyondjustyour
LinkedIn CompanyPagefollowers.
UsingDirectSponsoredContent, youcan
share content directly in the newsfeed, giving
you the ability to personalize and test content
without havingto originatepostson your
LinkedIn CompanyPage.Makeyourcontent
morerelevant bysendingpersonalized
messagesto specific audiences.Thentest
andretestavarietyof contentinrealtimeto
optimizeperformance.
of Sponsored Contentengagement
comes frommobile devices. Make
sureyourwebsite or landing page
design isresponsive.
80%
Invest in yourCompanyPage
30
The LinkedIn
CompanyPages

31. Invest in yourfollowers
It’simportantto rememberthatemployees
areautomatically followers of theirCompany
Page.This is usefulbecause,onaverage,
employeeshave 10xthe connectionsas
their companyhasfollowersonLinkedIn.
Employeescanshareyourcontent withtheir
manyconnections, increasingvisibilityof
yourbrand.
LinkedInDynamic Adsare one greatwayto
attract newfollowers.Buildrelationships
and grow your company’s LinkedIn follower
count using unique ad formats and “Follow
Company”CTAs.
Learn more here.
Alongthe samevein,youcannow
chooseto addaFollowbutton toyour
SponsoredContent.Ifyourgoalisto acquire
followers,including the Follow buttonis
worthconsidering.
Learn more here.
YoucanalsoaddaFollowbutton pluginfor
freeto yourwebsitesopeoplecanfollowyour
CompanyPagefromyoursite.
Learn more here.
Invest in yourCompanyPage
Employees have10Xthe
connections as theircompany
has followers onLinkedIn.10X
31
The LinkedIn
CompanyPages

32. Build relationshipswithyourprospects
bygetting yourbrand’s wordoutand
activelyengagingwithandreplyingto
followers’comments.
KeyBrand AwarenessMetrics:
• Pagefollowers
• Postclicks
• Engagement(Likesandsharesof
yourposts)
• Comments
B2Bprospectsengagewith7piecesof
contenton averagebeforemakingapurchase
decision1
.Drivehigherqualityleadsby
featuringagood mixof upperfunneland
lowerfunnelcontent,includingtipsheets,
eBooksandcasestudies.
KeyLeadGenerationMetric:
• Inquiriesand leads(Makesureyou
include trackingcodeswithinthe links
in yourposts.)
Insider tip
Youcanalso attracttoptalentby
leveraging the Careers Pageon
your CompanyPage.
Building a StrategyAround YourObjectives
12
Before youcreate yourCompanyPagestrategy,think aboutwhat
youwantto achieve. Herearefourcommonobjectives:
1.Brand Awareness
2.Lead Generation
Weencourage
ouremployees
to share best
practices
and insider
tips to help
ouraudience
achievetheir
marketinggoals
onLinkedIn.
Oneof our
evergreenpieces
of content, The
Sophisticated
Marketer’sGuideto
LinkedIn,continues
to generate the
highestnumberof
downloads andthe
highestnumberof
marketingqualified
leads.
The LinkedInCompanyPages1:https://www.idgenterprise.com/resource/research/ce-2017-customer-engagement/

33. 13
74%of prospectschoose the companythat
wasfirst to helpthemalongtheirbuyer’s
journey.2
Shareperspectivesonindustrynews
andtrends,helpful product how-to’sand
articlesthat reflect yourcompany’svision.
KeyThoughtLeadershipMetrics:
• Pagefollowers
• Postclicks
• Engagement(Likesandsharesof
yourposts)
• Comments
YourLinkedIn CompanyPageis perfect
for promotingupcomingwebinarsand
eventsyourcompanyis attendingand/or
sponsoring.
KeyEventRegistrationMetric:
• Eventregistrantsdrivendirectly fromyour
CompanyPage,whichyoucanmeasure
usingtrackingcodeson yourevent
registrationURLs.
Building a StrategyAround YourObjectives
Wecreateda
graphicwith a
quote featuring
LinkedIninfluencer,
Brian Solis.Then
wesponsored it
andpinneditto the
top of our LinkedIn
MarketingSolutions
ShowcasePage.
ThisSponsored
Contentpost
drove 660new
blogsubscriptions.
(That’s 3%of total
conversions.)
OurShowcase
Pageconsistently
drives highwebcast
registration
numbers.
2:SAVO,Techniquesof Social Selling:Just DoIt!
3.ThoughtLeadership
Give It Time
The time investment needed to maintain and evolveacreative
and effectiveCompany Page is roughly 30min to1hour daily.
The LinkedInCompanyPages
4.Event Registration

34. The text:
• Keepit to 150charactersorless.
• Askyourself:WouldIclickthis?
• Includeaspicypointof vieworan
interestingstatistic
The CTA:
• Includeaclear call toaction
• Askyourself:Whatwill theytakeaway
fromthis piece of content?Whatwill
compelaclick?
The shortened link with a tracking
code included:
• CreateavanityURLusingBitlyorother
URLshorteningtool
• Addtrackingcode parameterstothe
endof yourlinksoyouknowwhere
trafficiscomingfrom.Basicsrcandutm
parametersarebestto trackwithin
GoogleAnalytics.
The image:
• 1200x627pixelsisbest
• Selectsomethingeye-catchingthatwill
standout in thefeed
• Branded imageryis betterforbrand
recognition andconsistency
• Ensurethe imagematchesthemessaging
• Keepthe textlight
Weholdinternal photo shootsandfeature ourownmarketersinourcontent.Weseeit asagood wayto
showcase ourteam’spersonalityand makeourupdatesmorepersonal.
Anatomyof aCompanyUpdate
34
The LinkedIn
CompanyPages

35. Posting Targeted Updateson
Your Company Page
YourCompanyUpdatescanbetargeted,
allowingyoutheabilityto tailorcontentto
specific audiences.Updatesaretargeted
basedonfollowers’profiledatasuchas
companysize,industry, function,seniority,
geography, andlanguagepreference.You
canalso reachnon-employeefollowers
usingthesesametargetingparameters.
Totargetanupdate on yourCompanyPage
to aspecificaudience:
1. Draft your Company Page updateon
the Updatestab of the admincenter.
2. ClickAllFollowersatthebottomofthe
updatebox.
3. SelectTargetedAudiencefrom
thedropdown.
4. Onthe Targetaudiencesettingspage,
select the audienceattributes youwant
to target:
• Languages
• Geography
• Job function
• University
• Degreeearned
• Field ofstudy
• Industry
• Companysize
• Senioritylevel
5. Afterchoosingyoursettings,thetargeting
tool willautomatically showyouhow
manyviewersarebeingtargetedonthe
rightsideofthepage.ThisEstimated
targetaudienceisthenumberofpotential
peoplewhowill seetheupdateonboth
their LinkedInhomepagefeed andonyour
CompanyPage.
• Ifyoursettingscreatedanarrow
audience,removesometargeting
criteria to broadenyourscope.
6. Whenyou’re readyto apply yoursettings,
click Saveandcreate viewat the bottom
of thepage.
7. Click the Postbutton toshareyourupdate.
How to Increase ContentEngagement
Insider tip
Using aShowcase Page to have a
country/region specific pageisnot
the best usage.The best approach
is to target and tailor organic and
paid content inthe Company Page
central feed.
35
The LinkedIn
CompanyPages

36. DEEPDIVE
Taking yourpageglobal
Customizing Your Page to Reacha
Global Audience
Ifyou’dlike yourCompanyPageto reach
membersaround the world,herearesome
options:
• Youcanadd otheradminsfromregional
offices andtheywill sendcompany
updatestargetedto theirregion.
• Youcandisplay yourpage’snameand
description in over20languages.Members
will beableto seewhatyourpageshows
in their language.Ifyouhaven’tadded
language-specificinformation,they’llsee
the default nameanddescription.
36
The LinkedIn
CompanyPages

37. What to Share
Herearethe typesof content thatare
effectiveto shareon yourCompanyPage:
• eBooks,SlideShares,Infographicsand
YouTubevideos
• Blogposts
• Casestudies
• Third-party industryarticlesandreports
• Helpful how-tocontent
• Vividvisuals(Visualis thenewheadline!)
• Serial,themedposts (Forexample,
#MondayMotivationand
#WednesdayWisdom)
Whenourteam goes to conferences, wegather influencer quotesand then
repurposethemintoblogposts and graphicsfor#MondayMotivation.
Whenwelaunch an eBook,wetypicallycreate 4-5imagesfeaturingthe
eBookcover,stats,quotesandtipstakenfromthecontent.
How to Increase ContentEngagement
CompanyUpdatescontaininglinks canhaveuptoa45%
higher follower engagementthan updates withoutlinks.45%
37
The LinkedIn
CompanyPages

38. THEBASICS
AChecklist for successwith
LinkedIn CompanyPages
1HR. Daily
What to Share:
Whitepapers
eBooks
CaseStudies
IndustryArticles
Helpful how-tocontent
38
The LinkedIn
CompanyPages
Objectives:
Brand Awarness
LeadGeneration
ThoughtLeadership
EventRegistration
Key Metrics:
PageFollowers
PostClicks
Engagement
Inquiries&leads
Eventregistrants
Action Items:
Post 3-4Xaday
Engagewithfollowers
via postcomments
Changeheaderimage
every6months

39. LEGEND
3keysto engageyourtarget
withcontent
Testeverything
Visualis the newheadline
Organicisgood.Paidisbetter
Overthe pastcouple of years,wehave
developed andrefinedanalways-oncontent
strategy that madethe LinkedIn Marketing
Solutions Showcase Page adestination for
marketers. It’saplan weencourageyouto
adopt for yourownCompanyorShowcase
Page.
The infographic tothe rightshowsa
completetimeline ofhow the pagefound
anaudience(andvice versa),frominception
right up to2016.
OurJourney to OurFirst 100KShowcase PageFollowers
10,000
MAY 2014
30,000
APRIL 2015
80,000
MARCH 2016
LINKEDIN MARKETING MILESTONES
90,000
APRIL 2016
24,675
DECEMBER 2014
Publishonlyrichmediaposts
(Visualisthenewheadline!)
Testpostingatdifferenttimes
ondayandwatchengagement
40,000
JULY 2015
Experimentwiththemes (e.g.,‘Monday
Motivation’) and posts withoutlinks
50,000
SEPTEMBER 2015
Change social headersevery6months
Sponsor top-performingorganiccontent
60,000
NOVEMBER 2015
Incorporatemorequotes
and statsinto ourimagery
65,068
DECEMBER 2015
Launch more Sponsored Content
Campaigns(mixofleadgeneration,
brandawareness and thought
leadershipplays)
70,000
JANUARY 2016
Incorporatemore A/Btestingusing
DirectSponsoredContent
Post 3-4timesaday
MAY 2016
Ensureimagealways
matchesmessaging
Test length of updates
(found 150 characters
of fewerperformbest)
BORN
JANUARY 2014
100,000
39
The LinkedIn
CompanyPages

40. 1. Lenovo
Buildthoughtleadershipbyfeaturingyouremployeesandgivingfollowersaninside
look into yourcompanyculture.
Lenovo’s companyupdatesfeature playfulcopythatshows personalityandshortheadlinesthat
almost alwaysinclude acall-to-action.
Followers aremorelikelyto shareeasilydigestiblenuggetsof informationthatmakethemappear
moreknowledgeable.
2.Capgemini
Featureengaging,brandedimagerythathighlightsaninterestingstatorquotefor
optimalengagement.
10Examples of Exceptional CompanyPages
In no particular order...
40
The LinkedIn
CompanyPages

41. 3. Petrobras
Speakyouraudience’slanguagebytargetingmessagesbylanguageandgeography.
Makeyourcontentevenmorerelevant withtargetedupdates. No onewantsbe aroundthepersonatthepartywhoonlytalksabout themselves.
4.Adobe
Share helpful, third-partycontent.
10Examples of Exceptional CompanyPages
41
The LinkedIn
CompanyPages

42. 5.HubSpot
Sharecontentthatisvaluableto youraudiencebyansweringtheirquestionsorhelping
solvetheirproblems.
Sharingchecklists,templatesandcontentcalendarsshows HubSpotistryingto be genuinelyhelpfulto
theiraudience.
Amazonhas
10ShowcasePages
6.Amazon
Accentuate different
businessentitieswith
aShowcasePage.
10Examples of Exceptional CompanyPages
42
The LinkedIn
CompanyPages

43. 7. Salesforce
Tofurther conveyyourmessage,makesurethe imagesandthumbnailspostedwith
yourupdatesarerelevantto thecontentbeingshared.
SalesforceusestheirShowcasePageto feature theirbestblogcontentwithbrandedimagerythat
matches themessaging.
HCLTechnologiesleveragestheirupdatesto shareexcitingnewsand exclusivecontentabout theircompany.
8. HCL Technologies
Featureyourmostvaluablecontentbypinninganupdateto thetop of your
CompanyPage.
10Examples of Exceptional CompanyPages
43
The LinkedIn
CompanyPages

44. 9. Tesla
Sharecontentthatemphasizesyourcompany’spositionasanindustryleader.
Tactical self-promotioniskey.AllthebestbrandsuseLinkedInCompanyPages to highlighttheirbestattributes. YoucanalsoleveragetheJobs pageonyourCompanyPage.
10.Telstra
Attract toptalent bysharingremarkableexperiencesfromactualemployees.
10Examples of Exceptional CompanyPages
44
The LinkedIn
CompanyPages

45. #1
All staff
add company page as workplace

46. #2
Selected staff contribute long
post on Linkedin Pulse

47. #3
All staff should share
relevant company page updates
on their status

48. #4
Stick to regular timing for scheduled
posting.
Avoid ad-hoc posting.

49. #5
Use Linkedin company follow plugin on your website

50. #6
Share Youtube videos to get
more engagement from existing
followers

51. #7
Optimize your LinkedIn page for search engines. Include relevant
keywords in your description

52. #8
Leverage Slideshare for
thought leadership

53. #9
Paid Follower Acquisition

54. #10
Post Job Opportunities from Career Page