Using LinkedIn For Business
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Learn about the different roles that company pages and personal profiles play in marketing your business on LinkedIn. Find ways to optimize your LinkedIn presence and engage employees to build industry leadership and authority for your brand.
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Using LinkedIn For Business
- 1. Using LinkedIn for Business vreeland.com
- 2. Largest Professional Network • More than 300 million members in over 200 countries • 3rd fastest growing social network • 5.7 billion professionally-oriented searches annually vreeland.com
- 3. More than Networking • Editorial and publishing channel • Thought leadership building tool • Place for business customers to find you vreeland.com
- 4. Not Facebook B2B vs. B2C Facebook – Page = brand LinkedIn – Employees = brand vreeland.com
- 5. 0-2 Hours…………43.2% 3-4 Hours…………26.3% 5-6 Hours…………13.3% 7-8 Hours…………5.8% 8+ Hours………….11.8% Time People Spend on LinkedIn Weekly vreeland.com Source: h"p://www.powerformula.net/linkedin-‐infographic-‐portrait-‐of-‐a-‐linkedin-‐user-‐2014
- 6. Business • Recruitment/attracting talent • Company updates and news • Industry leadership Personal • Networking • Job opportunities • Recommendations (references) • Industry leadership Two Sides to LinkedIn vreeland.com
- 7. Company Page Two Sides to LinkedIn Personal Profile vreeland.com
- 8. Two Sides to LinkedIn More than 3 million companies have LinkedIn Company Pages. Company Page vreeland.com
- 9. Two Sides to LinkedIn 40% of users check LinkedIn daily. Most users spend 0-2 hours on LinkedIn per week. Personal Profile vreeland.com Source: h"p://www.powerformula.net/linkedin-‐infographic-‐portrait-‐of-‐a-‐linkedin-‐user-‐2014
- 10. Company Page Visibility • Suggested companies to follow vreeland.com
- 11. Company Page Visibility • Suggested companies to follow • “People Also Viewed” on company pages vreeland.com
- 12. Company Page Visibility • Suggested companies to follow • “People Also Viewed” on company pages • Updates seen by those who have opted to follow the page (subscribers) vreeland.com
- 13. Company Page Visibility • Suggested companies to follow • “People Also Viewed” on company pages • Updates seen by those who have opted to follow the page (subscribers) • Employee posts in Groups vreeland.com
- 14. Company Page Visibility • Suggested companies to follow • “People Also Viewed” on company pages • Updates seen by those who have opted to follow the page (subscribers) • Employee posts in Groups • Employee Pulse articles vreeland.com
- 15. Company Page Visibility • Suggested companies to follow • “People Also Viewed” on company pages • Updates seen by those who have opted to follow the page (subscribers) • Employee posts in Groups • Employee Pulse articles • Employee profiles vreeland.com
- 16. • Brand visibility by association • Opportunity for new followers • Face and voice of your company in relation to their connections • Some may be industry experts à Industry leadership! Role of Employees/Personal Pages vreeland.com
- 17. • Most users spend less than 2 hours per week • Time is primarily spent interacting with people, not companies • Only about 20% of followers will see company posts More Than Your Company Page vreeland.com Source: h"p://blog.bufferapp.com/7-‐vital-‐staAsAcs-‐to-‐help-‐with-‐your-‐linkedin-‐markeAng-‐strategy
- 18. Groups Industry topic forums. Can be created by anyone. Features & Opportunities vreeland.com
- 19. Pulse Insights and trends from industry experts (influencers). Features & Opportunities vreeland.com
- 20. Business Services Features & Opportunities vreeland.com
- 21. Favorite LinkedIn Features Feature % Company Personal Who’s Viewed Your Profile 75.7% X People You May Know 63.3% X Direct Messaging 50.2% X Searching for Companies 45.3% X Advanced People Searching 43.3% X Posting/Participating in Group Discussions 41.7% X Following Companies 41.4% X Posting Individual Status Updates 38.9% X Reviewing “Who Knows Whom” 36.9% X People Also Viewed 33.1% X X Review of Network Updates (Home Page) 32.0% X Jobs Function 28.9% X Searching for People in Groups 26.4% X vreeland.com Source: h"p://www.powerformula.net/linkedin-‐infographic-‐portrait-‐of-‐a-‐linkedin-‐user-‐2014
- 22. Optimizing Your LinkedIn Presence vreeland.com
- 23. Optimizing Your Company Page vreeland.com
- 24. Optimizing Your Company Page à Compelling banner image vreeland.com
- 25. Optimizing Your Company Page à Keyword rich description vreeland.com
- 26. Optimizing Your Company Page à Specialties (searchable) vreeland.com
- 27. Optimizing Your Company Page ü Customize your URL ü Ask employees to complete profiles with company page listed vreeland.com
- 28. • Valuable and snackable • Would you want to share it? • Not all about you – 4-1-1 rule • Encourage employees to like and share Share Content vreeland.com
- 30. Types of Content • Industry Insights • Company Culture • White Papers • New Hires • Job Opportunities (organic + paid) vreeland.com
- 31. Content That Engages Only about 20% of followers will see company posts. Make it count. • Use compelling headlines • Ask questions • Integrate visuals whenever possible • Post YouTube videos to encourage sharing à Plan ahead with an editorial calendar vreeland.com
- 32. Engaging Experts & Influencers WHO? • Experience and history with the company • Good writer/communicator • Social media savvy • Expert in their field with many connections WHAT? • Join and participate in Groups • Write industry insights posts to be featured in Pulse vreeland.com
- 33. • Participate in discussions Ø Post links Ø Pose and answer questions • Groups on industry topics • Event groups - join in advance Joining Existing Groups vreeland.com
- 34. Creating New Groups • Related to your industry ü Invite other business owners to join ü Connect to company page vreeland.com
- 35. • Do discuss relevant topics and industry insights • Don’t spam • Don’t promote Group Etiquette vreeland.com
- 36. Let’s Recap • LinkedIn is a business social networking channel first, an editorial and publishing channel second vreeland.com
- 37. Let’s Recap • LinkedIn is a business social networking channel first, an editorial and publishing channel second • It’s great for industry leadership positioning and talent recruitment vreeland.com
- 38. Let’s Recap • LinkedIn is a business social networking channel first, an editorial and publishing channel second • It’s great for industry leadership positioning and talent recruitment • It is not Facebook - don’t expect B2C relationships vreeland.com
- 39. • What are your goals? • Who are you trying to reach? • How much time do you have available to spend? • Who’s going to represent the company? Let’s Strategize vreeland.com
- 40. • Company page at the very least • Post content from company page Start Simple vreeland.com
- 41. • Start Your Own Group • Engage employees - Groups - Pulse Get Fancy vreeland.com
- 43. More Of What’s Working Less of what’s not… vreeland.com
Editor's Notes
- Each has its purpose. It’s a social network so Personal profiles are still allowed the most direct connection flexibility. Company pages have come a long way, but many proactive outreach opportunities require a personal profile.
- Customized based on the industry they’re in
- Also a great place to scope out the competition and discover things they might be doing that you may not.
- It’s about relationships
- School newspaper – news from people you look up to and your peers. The most likes and shared content gets pushed to the top.
- 4 – new, relevant content 1 – self-serving 1- reshare
- Double check for images before posting external links – make sure it’s showing in the preview
- Invite others to to join and guest moderate Position as resource for industry pros and potential clients Maine Bankers Association could create own group.
- Keep what’s working, remove what’s not. Measure again. This is an ongoing process as you gain fans and build your community.
- Keep what’s working, remove what’s not. Measure again. This is an ongoing process as you gain fans and build your community.
- Keep what’s working, remove what’s not. Measure again. This is an ongoing process as you gain fans and build your community.
- Keep what’s working, remove what’s not. Measure again. This is an ongoing process as you gain fans and build your community.
- Keep what’s working, remove what’s not. Measure again. This is an ongoing process as you gain fans and build your community.
- Keep what’s working, remove what’s not. Measure again. This is an ongoing process as you gain fans and build your community.
- Keep what’s working, remove what’s not. Measure again. This is an ongoing process as you gain fans and build your community.