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The Value of LinkedIn for Your Business

This presentation was part of the Small Business Festival Victoria and City of Monash event, LinkedIn For Your Business.

Founder of Think Bespoke, Karen Hollenbach, led the session and took a deeper dive into the LinkedIn platform to help business owners in Melbourne better understand the value of key features of LinkedIn as a tool to:

1. Publish content in their area of expertise via the LinkedIn publishing platform.
2. Create a company page strategy to encourage professionals to follow and engage with the company's content.
3. Use LinkedIn groups to better understand how to reach target clients and learn from others.

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The Value of LinkedIn for Your Business

  1. 1. Presented by Karen Hollenbach, Think Bespoke LinkedIn for your Business #smallbizfestvic #thinkbespoke Twitter @thinkbespoke
  2. 2. Why LinkedIn? Launched in 2003, LinkedIn is the world’s largest professional network. • Over 300 million members (LinkedIn Profiles) globally • Over 4M Company pages • Over 1M professionals publishing on LinkedIn Pulse. • Over 2M Groups In Australia, four out of five Australian professionals use the social media platform. WORK 2015
  3. 3. It’s all about conversion
  4. 4. I spend time on LinkedIn in order to: • Learn • Position myself • Encourage • Be invited What I do when on LinkedIn: • Cheer on my colleagues • Accept invitations • Thank for endorsements • Share content • Moderate a closed group, Think Bespoke Profile Help & Hints
  5. 5. LinkedIn for Business is a place to.. Get the big questions answered Extroverts can actively network in groups B2B conversion is at its highest, relative to all other platforms Start a conversation Inspire fast and far Introverts can network efficiently behind the scenes via messages
  6. 6. LinkedIn Company Pages A Company Page helps LinkedIn members : • learn about your business, brand and job opportunities • establish industry expertise Your LinkedIn Company Page provides you with free marketing opportunities and enhances the credibility of your company to your audience.
  7. 7. Top 10 influential Australian brands on LinkedIn
  8. 8. Global Brand Behaviours
  9. 9. Content Calendar Leverage tools like Hootsuite, Buffer or Social Oomph, or employ a 3rd party (like me) to manage this for you. Top 3 content topics that resonate with audiences • Current affairs and financial news • Professional development, leadership and productivity • Company and industry trends
  10. 10. Write a compelling summary Develop a publishing plan for updates Attract followers Add easy links Represent your brand & organisation well Ask your employees to connect with your page
  11. 11. Use targeted updates to promote more effectively Feature and sponsor updates Promote your LinkedIn Company Page
  12. 12. Publishing on LinkedIn Pulse When you publish a long-form post on LinkedIn: • Your original content becomes part of your professional profile • It's shared with your connections and followers. • Members not in your network can now follow you • Your long-form post is searchable both on and off of LinkedIn.
  13. 13. 4 Key Factors for Publishing on LinkedIn 1. Explore the platform first 2. Choose your title wisely 3. Add visuals 4. Pay attention to when you publish
  14. 14. LinkedIn Groups 3 tips to get started using LinkedIn Groups 1. Join relevant groups that relate to your industry and profession 2. Share your company’s content in Groups to increase traffic to your site 3. Engage in the groups by providing your insight and commenting on other people’s posts
  15. 15. I encourage you to spend time on LinkedIn to: • Learn • Thought Leadership • Encourage • Generate referrals What to do when on LinkedIn: • Cheer on your colleagues • Accept invitations • Thank people for endorsements • Share content and even post • Engage in groups
  16. 16. Questions?