Here's a great how to guide created by Intelligently on how to get the most out of LinkedIn for your B2B strategy.
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presents LinkedIn for B2B Marketers BOBBIE CARLTON @BobbieC
LinkedIn for B2B Marketing • Introductions • What do we want to cover? Questions? • Assess your company’s LinkedIn Use
Agenda • LinkedIn Intro • Your People Your Company • • LinkedIn Opportunities • Note: we’ll visit LinkedIn during class, feel free to open your profile & follow along
LinkedIn • Launched in May 2003, IPO 2011 • 175 million users • A list of people with whom you have some level of professional relationship • ~1% premium subscription ratio
LinkedIn and Other Social Media • LinkedIn is a business meeting • Twitter is a cocktail party • Facebook is an invitation into someone's home
People • Individual profiles contribute to your company’s brand
You and Your People: Good Profiles ! Personalize your URL • Sign-up is easy ! Customize your links • Be a good example ! Profile completion % • Add a picture ! Clubs, awards, schools • Connect to company ! Show your expertise • Does it look like a resume? ! Show your history ! Are you active? • Contact me for?
Expanding Your (Company’s) Network • Good profiles help • Use the suggestions • Don’t be greedy • Personalize the invite • Tag and group • What are LIONs? • Be the Best Connected, not the Most Connected.
Staying Active (and Visible)
People: Managing Your Team • Materials • Consistent messaging • Small doses training • One-on-one training and support • Leverage the network
People: LinkedIn Outlook Toolbar
Make Your Profile 1% Better
Section Review • Make your people stronger/make your company stronger • LinkedIn, it’s not Facebook. • LinkedIn, it’s not a resume
Company Profiles • Showing your company in the best light
Two Kinds of LinkedIn Value 1. On LinkedIn: content, credibility and value 2. LinkedIn content that sends relevant people to your website
How Do Companies Get Found?
Website and Profile Traffic Drivers • Images • Logos • Video embeds • Slideshows • Links
Image enhancers • Product-level recommendations • Connected employees • Consistent messaging
Company Status Updates • Provide value with links back to your site • Add images, video • Like blogs, ask your friends for support
Group Activity • Joining Groups – watch before you engage • Creating a group – Invite relevant contacts to join • Providing relevant content and input
LinkedIn Mobile: Events/ Networking
To Premium or Not • InMail • Know everyone who is looking at you – almost • See how people found you • Special search functions • Job Seeker, recruiter, or sales versions • Pricing tip – look at the team pricing
Change Means Opportunity • JobChangeNotifier.com • LinkedIn’s own notifications • Daily Job Change Alerts From SalesLoft • HereOnBiz app (TripIt app)
Go Visit the Big Kids • GE • Pfizer • Cisco • And your sites
Network with me… • @BobbieC @MassInno (and others) • linkedin.com/in/bobbiecarlton • Mass.InnovationNights.com • InnovationBreakfast.com • CarltonPRMarketing.com
Course Title Course Title INSTRUCTOR NAME