The Art and Science of LinkedIn

The Art of Linked In:
Discovering How To Use The Relevant
Social Media Channels In Your Business.

Gain Exposure, Engage Customers, Grow Your Business.

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823
e connect@TheMarketingNetwork.com.au w TheMarketingNetwork.com.au v1

Contents

1)  Social Media Overview

a.  Why LinkedIn, Blogs and Twitter are the 3 essential Social Media Applications
for your practice.
b.  Which one should you use or do you have to use all of them?
c.  How much time you will need to invest into social media marketing
to reap the benefits?

2)  LinkedIn

a.  How to find your target market online?
b.  How to make your message stand out and be noticed?
c.  What are the marketing Do’s and Don’ts of Social Media
d.  How can you measure your efforts?

© www.TheMarketingNetwork.com.au 2

1
W h y a l l t h e fu s s a b o u t S o c i a l M e d i a ?

Network

Express
Share

© www.TheMarketingNetwork.com.au Play 3

1
I n b o u n d M a r k e t i n g i s m o r e e ff e c t i v e


1
Outbound Decreasing, Inbound Increasing


2
SME’s Do More Inbound


2
Benefits of Social Media Marketing


2
Contemplate Then Act Quickly

65% of Marketers surveyed have only been involved with social
media for a few months or less!

2
Are You Not Leveraging Your People?

"  No Strategy?

"  Fear of Failure?

"  Lack of Knowledge?

"  Lack of Resources?


2
T h e L a n d s c a p e C a n B e C o n fu s i n g


2
Social Media Usage


2
Social Media Works


2
Have An Opinion and Express It Often


Pick the Right Social Media Channel
2

( s ) fo r Y o u
Impossible to do everything!
Where are your customers?
Where can you REACH them
most cost effectively?


Time Commitment To Social
2

Media Marketing


2
LinkedIn “ Fa c e b o o k fo r B u s i n e s s ”

1.  Provides a meeting place where people expect to “do business”

2.  Leverages relationships by making connections visible

3.  Helps maintain personal relationships and build new ones.

4.  Provides a platform for the most effective form of Marketing -
Word of Mouth

5.  It can link all other essential Social Media Tools


2
Who Is On LinkedIn


It Is Not How Big It Is But How You
2

Use It

"  1,000,000+ Users in Australia
"   Most Users Utilise 5% of the functionality (benefits)


2
What Do You Want To Do
Google
Page
Rank;
Personal
&
Company

Answer
Ques>ons

-‐ 
Speak
to
Successes
&

Failures

-‐ 
Opinions
/
Polls
Promote
-‐
An
Industry
Personal
-‐
Track
Start-‐Ups
Brand -‐
Groups

Proactive -‐
Advanced
Search

Research -‐
Events

Networking

-‐
Employer
&
Employee

Reference -‐
Company
Culture

Productivity -‐
Growth
Poten>al

Check
-‐
Staﬀ
Turnover

Job Search, Recruit
/
Head
hunt

Find Experts,
Hire &
Partners Get
Head
hunted

Interviews

Ask for
Advice
Sales Lead

Genera>on

Sales

Accelera>on


M e d i a E ff e c t i v e n e s s :
2

Professional Services (B2B)
At least half of
1.  REFERRALS these didn’t exist
1.  Existing customers 10 years ago!
2.  Influencers (who are not customers)
2.  Networking
1.  Physical – Dedicated Networking Groups, Industry
Associations, Expos, etc
2.  Virtual (LinkedIn, Facebook, etc)
3.  Website, Blog, Online Video
4.  Search Engine Marketing 3 years ago you
1.  Paid Search / Pay Per Click couldn’t manage
2.  Search Engine Optimisation most of these from
3.  Banner Ads one interface!
5.  Email (Existing Customers) – Keep in Touch
6.  PR – Online
7.  PR - Traditional
8.  Direct Mail & Telemarketing
9.  Trade Press / Local Paper / Niche Magazines


2
Case Studies
From LinkedIn From My Network

“I
get
about
25%
of
my
business
through
Linkedin.”

-‐
Insurance
Sales,
USA

“New
clients
and
contacts,
but
more
than
that,
I
began
speaking

on
podcasts
and
webinars
about
LinkedIn
and
as
a
result
got

invited
to
speak
at
a
conference
in
Canada
last
June.”

-‐
IT
Services,
Australia

“New
contacts,
More
knowledge,
Personal
Branding,

Found
partner
-‐
started
up
company,
Sales”.

-‐ Consultant,
UK

“Headhunted…”

-‐
Too
many
too
men>on!


2
1. Find Your Target Market Online
1.  Build your network

2.  Look at the most connected in your network

3.  Start with those that you have the greatest
“emotional credits with”

4.  Search

1. People
2. Groups


2
Advanced People Search
Examples

1.  Architects

2.  Information Technology


2. How To Make Your Message Stand Out
2

and Be Noticed?
Practice Marketing Principles

“In order to be irreplaceable
one must always be different.”
- Coco Chanel


2. How To Make Your Message Stand Out
2

and Be Noticed?
Utilise The Principles of Work of Mouth Marketing:

"  Give people a reason to talk about your products and services, and make it easier
for that conversation to take place. You’ll need to be creative.

Basic Elements:

"  Educating people about your products and services
"  Identifying people most likely to share their opinions
"  Providing tools that make it easier to share information
"  Studying how, where, and when opinions are being shared
"  Listening and responding to supporters, detractors, and neutrals


2
B e D i ff e r e n t Your Brand, Your Profile

"  It is like a resume but it
doesn’t have to be boring

"  Make sure you have the
right keywords

"  Get someone else to
proofread it or write it for
you!


2
C r e a t i v i t y B u y s P r e c i o u s A tt e n t i o n


2
3. Marketing Do’s More Give, Less Take

1.  Develop a unique profile – Design your Brand, e.g.: Matthew Banks
2.  Maximize your profile
3.  Connect - Import Contacts - people you have a relationship with:
1.  Clients
2.  Suppliers
3.  Prospects
4.  Recommendations: Giving and Asking for
5.  Participate: Join Groups
6.  Research: Listen, Understand member needs, Ask Questions
7.  Analyse
8.  Build Credibility by developing content by focusing and delivering on your Brand
9.  Build Relationships:
"  Add Value (Promote Content, e.g.: Blog),
"  Answer Questions
10.  Help others get more connected: Teach and Encourage
11.  Promote Content with Applications
12.  Get in Front of Prospects
1.  Introductions
2.  LinkedIn Mail
3.  LinkedIn Advertising


2
3. Marketing Don’ts

DON’T ACT ANY DIFFERENTLY TO WHAT YOU WOULD DO IN
“REAL LIFE”

"  Have a reason to connect – answer the W.I.F.M!

"  Education & Communication v Promotion

"  Everyone wants to know the Do’s and Don’ts

"  No-one wants to be “Sold!”

"  Real Example:


2
H o w C a n Y o u M e a s u r e Y o u r E ffo r t s ?

"   Return on Investment (Time)

"   Enquiries (Cost Per Response)

"   Etc.


2
References

1.  http://www.hubspot.com/
You can subscribe to their blog for new
marketing data as it is available:
http://Blog.HubSpot.com

2.  www.socialmediaexaminer.com


2
Connect With Us on LinkedIn

GENE STARK

LinkedIn: http://www.linkedin.com/in/genestark

twitter: @starkreality4u

Stark Reality delivers big brand marketing communication disciplines and processes to Small and Medium Enterprises,
specifically professional services and b2b technology companies.

We also run tailored LinkedIn workshops to assist our clients find, attract and retain customers.

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823
33
e connect@TheMarketingNetwork.com.au w TheMarketingNetwork.com.au v1

The Art and Science of LinkedIn

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