LinkedIn for B2B Marketers
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The document outlines strategies for leveraging LinkedIn as a powerful tool for B2B marketing, emphasizing the importance of individual profiles in enhancing company branding. Key topics include building strong profiles, optimizing company presence, and utilizing the platform for networking and engagement. The session also highlights practical tips for profile improvement and effective content sharing to drive traffic and connections.
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LinkedIn for B2B Marketers
- 1. presents LinkedIn for B2B Marketers BOBBIE CARLTON @BobbieC
- 2. • Introductions • What do we want to cover? Questions? • Assess your company’s LinkedIn Use LinkedIn for B2B Marketing
- 4. Agenda • LinkedIn Intro • Your People • Your Company • LinkedIn Opportunities • Note: we’ll visit LinkedIn during class, feel free to open your profile & follow along
- 5. • 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
- 6. • LinkedIn is a business meeting • Twitter is a cocktail party • Facebook is an invitation into someone's home LinkedIn and Other Social Media
- 7. LinkedIn Numbers Add up Fast
- 8. People • Individual profiles contribute to your company’s brand
- 9. B2B LinkedIn: Start w/ People
- 10. • Sign-up is easy • Be a good example • Add a picture • Connect to company • Does it look like a resume? • Contact me for? You and Your People: Good Profiles ! Personalize your URL ! Customize your links ! Profile completion % ! Clubs, awards, schools ! Show your expertise ! Show your history ! Are you active?
- 12. Getting Found: Advanced Search
- 13. • 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. Expanding Your (Company’s) Network
- 15. Tagging & Sending Group Mail
- 18. Groups
- 19. • Materials • Consistent messaging • Small doses training • One-on-one training and support • Leverage the network People: Managing Your Team
- 22. Make Your Profile 1% Better
- 23. • Make your people stronger/make your company stronger • LinkedIn, it’s not Facebook. • LinkedIn, it’s not a resume Section Review
- 24. • Showing your company in the best light Company Profiles
- 25. 1. On LinkedIn: content, credibility and value 2. LinkedIn content that sends relevant people to your website Two Kinds of LinkedIn Value
- 26. How Do Companies Get Found?
- 27. Every Company Needs a Profile
- 28. Add a Product or Service
- 30. Tell People Your Company is There
- 31. • Images • Logos • Video embeds • Slideshows • Links Website and Profile Traffic Drivers
- 32. • Product-level recommendations • Connected employees • Consistent messaging Image enhancers
- 33. • Provide value with links back to your site • Add images, video • Like blogs, ask your friends for support Company Status Updates
- 34. Did You Know…
- 35. • Joining Groups – watch before you engage • Creating a group – Invite relevant contacts to join • Providing relevant content and input Group Activity
- 36. Page Insights
- 37. LinkedIn For Business Development
- 39. InMaps: Plot Your Network
- 40. • 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 To Premium or Not
- 41. • JobChangeNotifier.com • LinkedIn’s own notifications • Daily Job Change Alerts From SalesLoft • HereOnBiz app (TripIt app) Change Means Opportunity
- 42. • GE • Pfizer • Cisco • And your sites Go Visit the Big Kids
- 43. • @BobbieC @MassInno (and others) • linkedin.com/in/bobbiecarlton • Mass.InnovationNights.com • InnovationBreakfast.com • CarltonPRMarketing.com Network with me…
- 44. Course Title Course Title INSTRUCTOR NAME