Published on March 5, 2014
90% of professionals use social media to get access to thought leadership & information they couldn’t get elsewhere. SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
3 out of 4 professionals rely either lightly or heavily on professional networks to support business decisions. SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010 2
81% of LinkedIn members prefer to have separate social networks for their personal and professional lives. SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011 3
How to Master LINKEDIN for Marketing Session 1: How to Use LinkedIn Company Pages & Groups #MasterLi 4
Your Presenters: Scott Engelman Director of Online Marketing @LinkedIn Mike Volpe CMO @HubSpot 5
Today’s Agenda: 1 Create a Company Presence 2 Attract Followers 3 Keep Your Followers Engaged 4 Amplify through the Network 5 Analyze & Refine 6
CREATE COMPANY PRESENCE
Add Your Company’s Information 1 Choose designated users to be your page admins. 2 Add your company info & a URL.
Add Your Company’s Information 3 Add a company description. 4 Add your company specialties.
Improve Your Overview & Products & Services Tabs PRODUCTS & SERVICES TAB OVERVIEW TAB
Customize Content By Persona
Customize Content By Persona
It’s Easy to Create a New Persona
Goals of Products & Services Tab 1 Showcase Products (or Other Content) 2 Generate Social Recommendations 3 Send Traffic to Your Website 4 Drive Leads to Your Business
HOW TO ATTRACT FOLLOWERS
Companies with most EFFECTIVE ENGAGEMENT need to have a minimum of 100-200 followers. LinkedIn tip 17
Three Easy Steps to Get Started: 1 Invite your family, friends & coworkers first. 2 Reach out to people through existing means of communication—email, phone, in person, etc. 3 Mention your LinkedIn Company Page across your website & other channels. 19
Add A Follow Company Button to Your Web Site
Run An Email Campaign to Drive Following INCLUDE A DIRECT CALL-TO-ACTION. CONSIDER OFFERING AN INCENTIVE. PROVIDE CONCRETE BENEFITS.
Invite Industry Thought Leaders IDENTIFY THOUGHT LEADERS. SEND THEM PERSONAL INVITES. ENCOURAGE THEM TO FOLLOW YOUR COMPANY PAGE
How to Use Groups for Follower Growth ENGAGE WITH PEOPLE FROM COMPANIES YOU FOLLOW. REFER THE COMPANIES IMPORTANT TO YOUR BUSINESS. PARTICIPATE IN DISCUSSIONS.
Promote on Other Marketing Materials BUSINESS CARDS, FLYERS & EMAIL SIGNATURE EBOOKS, WHITEPAPERS AND GUIDES PRESENTATIONS AND EVENT MARKETING COLLATERAL
HOW TO KEEP YOUR FOLLOWERS ENGAGED
The QUESTIONS that customers ask you are one of the best places to start for your updates. 28
Share Information Your Followers Care About USE QUESTIONS
Give Your Followers Clear Directions ENCOURAGE THEM TO TAKE ACTION, SUCH AS “SIGN UP,” “LIKE” OR “DOWNLOAD.”
Test Best Times to Post POST ON WEEKDAYS. IS YOUR COMMUNITY ENGAGED IN THE MORNINGS? POST AT LEAST ONCE A DAY.
Best Practices for Status Updates 1 Use links & images in your status update. 2 Make your updates short. 3 Tell your followers what action to take.
AMPLIFY THROUGH NETWORK
There are 1M Groups on LinkedIn. MARKETING FACT
Example of a LinkedIn Group:
Customer Engagement Through Local LinkedIn Groups:
Best Practices for LinkedIn Groups 1 Stay active! 2 Engage people in thought leadership discussions. 3 Set guidelines for discussions. 4 Content creation.
ANALYZE & REFINE
Ensure You’re On the Right Track Check your Followers Statistics on an ongoing basis
Measure Engagement Check LinkedIn stats to keep engagement in the core of your strategy
Available Metrics 24h After Posting Impressions, clicks and level of engagement
Gain Insights about Your Followers Analyze demographic information about followers
Keep Track of ROI See connection between LinkedIn marketing and real business results
Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
3 2000 7 days inbound marketing professionals learning tracks 50+ 6 breakout sessions inspiring keynotes 15 small group workshops REGISTER TODAY! www.InboundConference.com www.InboundConference.com 0 reasons not to GO!
THANK YOU. 48
POST YOUR QUESTIONS: http://bit.ly/HS-LI-GROUP
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