This document discusses the differences between outbound and inbound marketing and how businesses can use inbound marketing tactics like content creation and social media to attract qualified clients. It then focuses on how LinkedIn can be used professionally, including tips for setting up an effective profile, engaging with connections through status updates and questions, and strategies for companies to utilize LinkedIn groups, events, and pages. The overall message is that inbound marketing through useful content and community engagement on platforms like LinkedIn is more effective for businesses than traditional interruptive outbound tactics.

1. The Professional Use of

2. BACKGROUND
THERE IS TWO TYPES OF MARKETING

3. Outbound Marketing
• Marketing that focuses on
finding customers.
• Often uses poorly targeted
and interruptive tactics like:
• cold-calling,
• print advertising,
• TV advertising,
• junk mail,
• spam, and
• trade shows
OLD MARKETING

4. Inbound Marketing
• Marketing that attracts highly qualified clients to their business like a
magnet.
• Instead of interrupting people with ads, businesses create videos
and blogs that people want to see & look forward to reading.
• Instead of cold calling, they create useful content and tools so that
prospects contact them looking for more information.
• Tactics include:
• Blogs, ebooks, whitepapers,
• Webinars and seminars
• SEO
• Social Media
NEW MARKETING

5. Audiences everywhere are tough.
They don’t have time to be bored or
brow beaten by orthodox old-
fashioned advertising.
We need to stop interrupting what
people are interested in, and be what
people are interested in.
CRAIG
DAVIS
Chief
Crea0ve
Officer
Worldwide
J
Walter
Thompson
(World’s
4th
largest
ad
agency.)

6. So how do we do it?
Content
• Write blogs, articles, ebooks,
and other searchable or
subscribe-able content
Community Social Media
• Engage with your tribe
personally as an • Use Linkedin, Twitter,
interactive part of their Facebook, Blogs and
community (not an Forums
interruption)

7. Social Media:
What works
for business?

8. Why does LinkedIn work for
Professional Services?
• LinkedIn does less than Facebook and Twitter.
• It is less complex.
• Connections are controlled by the user
• You have very little layout control
• Fewer advertising interruptions
• Works the same way an address book does
• Little or no multimedia

9. USING LINKEDIN
SETTING IT UP

10. Create a GOOD profile
• Upload a good
professional photo
• Complete your profile
properly, including your
previous roles
• Use keywords liberally in
your profile
• Link to websites using
keywords
• Link to your blog via RSS
feeds
• Update your profile as
often as you have changes,
but not too often or too falsely

11. Make
it
clear
what
you
offer.
Before
contac0ng
you,
a
LinkedIn
contact
is
likely
to
look
over
your
profile
to
understand
how
you
can
help
them.
Make sure it is compelling

13. Customise your URL
• If you use LinkedIn for business,
make your profile public;
• And customise your public
profile’s URL to include your actual
name.

14. Finish Your Profile
You are much more likely to
get found on LinkedIn if your
profile is 100% complete.

15. Build your Network

16. Search for people you know

19. Update your Status Regularly
Share links (using a URL shortener) to interesting
articles, websites or video you have found that some
individuals in your network might appreciate. Don't worry
about whether all of your connections will find the
information equally valuable. Also, try to use words that
grab the readers and encourage them to click the link.
Pose a question that could lead to solving a problem
you have, like: "Anyone know any good graphic
designers?"
Conduct an informal poll of your network relating
to a topic that is of interest to you, such as: "What tools are
you using to deliver online content to your clients?“

20. Mention a person or a situation that might be helpful
to some of your connections, like: "I just met with John
Jeffrey from ABC Engineers and found out they are saving
companies lots of $$ on building services design.“
Talk about an event you are attending or have
attended to encourage involvement and/or questions
Use the "Like" feature when you see a helpful
update from one of your connections. Doing this shares
that update with your entire network. This is a great way to
give the writer of the helpful update exposure to your
network.

22. Important Netiquette
Don’t Use LinkedIn Like FB and Twitter ...The
netiquette on LinkedIn is no more than a couple updates per
day, whereas on Twitter you are almost expected to tweet
twenty times per day.
Don’t mention personal things - like what you had for
breakfast or that your cat, dog or child is sick today – this is
inappropriate. It suggests to the business professionals in
your network that you don't really respect their time.
Don’t flog - Continually talking about specific products and
services make people think you are trying to flog something.
This is not the purpose of social media, especially LinkedIn.

23. Avoid talking about topics that might be sensitive or
inappropriate to some of your audience. [if your mother would
dislike the comment – don’t make it]
Think twice before posting your physical whereabouts. If you
must, do it after you return. Burglaries have occurred after
location status tweets.
Don't waste your time reading updates from people who
violate all of the above. By using the "Hide" function, you can
stop an individual's status updates from showing up on your
home page.
Don’t hold your breath for a lot of feedback but know
people ARE watching you, getting to know more about you.

24. GETTING DEEPER
THINGS YOU CAN DO WITH LINKEDIN

25. Bring your Blog
posts into LinkedIn
• You can bring your blog posts/
articles into LinkedIn with
applications such as Blog Link or
WordPress LinkedIn.
• It’s a powerful way to engage your
connections with material you’ve
written. With these tools your
posts will make it in front of their
eyes when they receive their
LinkedIn updates.

26. Company Pages
• LinkedIn offers “Company
Pages” for companies to
showcase significantly
more about their business
than ever before.
• With the new Products and
Services tab, companies
are able to feature products
and services with
descriptive overviews.
• Videos can be embedded
on the page, one per
product or service, currently
using Youtube.

27. LinkedIn Events
• With the LinkedIn Events
application, you can browse by
event type, topic, and location.
• You can add your own event for
users to find, promote and
attend.
• When promoting your own
events you can share with your
contacts and as well as
purchase paid advertising
options targeting a specific
audience on LinkedIn. This goes
outside your network using
CPC (cost-per-click), CPI (cost-
per-impression) or text ads.

28. Follow Companies
• “Company follows” make it easy for you to keep your eye on
key events happening at companies you’re interested in.
• “Company Follows” offer information regarding new jobs, new
hires and promotions, what it’s like to work there via employee
testimonials and how to contact a recruiter.

29. LinkedIn Groups
• On LinkedIn people put themselves into groups from which you
can connect with like minded or target audiences.
• LinkedIn Groups are a great way to stay on top of topics of
interest, and network with others in your field or target audience.
You can see who was most influential in the group the past week
and follow their activities on LinkedIn.
• LinkedIn has restrictions about whom you can reach out to with a
free account. The person has to have been a colleague,
classmate, someone you’ve done business with or a friend. One
of the best features of Groups is that you can reach over these
rules, sending InMail that shares content, blogs and commentary
to group members without having to upgrade to a premium
account.

30. Post Your Blog to Groups

32. Questions and Answers
• One of the most utilised features on LinkedIn is ”Linkedin
Answers” or questions and answers. Questions can be used
both for networking and marketing purposes.
• Many people make answering questions a way to
demonstrate their expertise. It also creates terrific SEO.
• Create a new blog post in response to a question.
• Answer a question linking to relevant existing posts.
• Create a standard signature to append to your answers
that directs people to your site/s.
• Create a blog post asking a question that includes
pictures.

34. Recommendations
• “Recommendations” are a very important
part of your LinkedIn profile.
• LinkedIn suggests that users with
recommendations are three times as likely
to get inquiries through LinkedIn searches.
• To request a “Recommendation”, go to the
Profile tab and select Recommendations.
There you can choose what you want to be
recommended for, decide who you will
ask, create your customized message and
send from within LinkedIn.

36. Link to your LinkedIn Profile
• Finally, once you are proud of your LinkedIn Profile, link to it.
• Be sure to include your LinkedIn URL:
• in your email signature,
• on your website and blog,
• on the info tab on your Facebook profile and blog,
• as well as on your print marketing collateral and
business card.

37. Make a profile badge/link
On the profile tab you can create a
profile badge for your website and
blog that links to your profile online

38. Use LinkedIn on Mobile
LinkedIn is available to you on Blackberry, Ipad and Iphone.
You can update your status swiftly, and check the activities of
those in your network with ease.

39. Why bother with LinkedIn?
• It helps you reconnect with old contacts
• It make it easy to keep track of people
you know
• It allows you to find someone when they
change jobs
• It allows you to reach out into groups to
target opportune markets
• It provides a place where people can
verify your credibility

40.
Good
professional
services
marke0ng
generates
trust.
Trust
generates
revenue.
Web.
www.stretchmarke0ng.com.au
Blog.
www.marke0ngrack.com.au
LinkedIn.
www.linkedin.com/in/rebeccawilson