LinkedIn for B2B Businesses
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The document provides 7 best practices for using LinkedIn for B2B marketing: 1) Develop your personal and company brand keywords. 2) Optimize your profile header, title, and content to get found. 3) Customize your website link and public profile. 4) Leverage recommendations. 5) Build your network through advanced searches, groups, and invitations. 6) Use LinkedIn apps to share existing marketing assets. 7) Build relationships through group contributions, answering questions, and regular engagement. Following these practices can help marketers generate exposure and position themselves and their business on LinkedIn.
LinkedIn for B2B Businesses
- 1. Basic Best Practices for B2B Marketers
- 2. Social Media: ■ An engagement with online communities to generate exposure, and the opportunity to position yourself, your products and your services to those already invested in you ■ “Water Cooler of the 21st Century”
- 3. For Your Company’s Brand: ■ Professional presentation ■ Branding ■ Search engine optimization ■ Calls-to-action; today’s tools for success when using social media for B2B marketing.
- 4. For The Individual Brand: ■ Persistence, self-branding, professional presentation, all things a marketing consultant would have steered you toward two decades ago, are necessary for success when using social media for B2B marketing.
- 5. ? What is
- 6. Just the Facts ■ World’s largest professional social network at 70+ million ■ A new member joins LinkedIn approximately every second, half are outside the U.S. ■ Executives from all Fortune 500 companies are LinkedIn members.
- 7. Just the Facts ■ Over 1 million company pro les (less than 1% optimized) ■ To make this a performing part of your marketing mix – you need be one of the 1%
- 8. Why ?
- 9. LinkedIn Users ■ Average Years of Experience – 15 years ■ Average Age – 41 years ■ 47% are “Decision Makers”
- 10. Consider This: LinkedIn has an unparalleled search engine ( elds) ■ You are a record in the database ■ The records are connected ■ The connections form a network you can use
- 12. 7 LinkedIn B2B Best Practices 1: Branding ■ YOU are your Brand ■ Why you? (Expertise, Industry, Niche)? ■ What are your keywords? ■ Create your pro le in a Word document Why? The clearer you are on your personal brand, the better you represent yourself and your company, the more business you will attract to both.
- 13. 1 Develop Your Company’s Keywords:
- 14. 1 Develop Your Personal Keywords:
- 15. 7 LinkedIn B2B Best Practices 2: Optimize ■ Optimize your header ■ Optimize your title ■ Optimize your content Why? Get found to get business
- 16. 2 Optimizing Your Pro le to Get Found Optimize your header and title
- 17. 2 Optimizing Your Pro le to Get Found Optimize your content
- 18. 7 LinkedIn B2B Best Practices 3: Customize ■ Customize your website link ■ Customize your public pro le Why? Attract more eyes with customized content – increased tra c to your online presence
- 19. 3 Customizing Your Pro le for Higher Visibility Customize your website link
- 20. 3 Customizing Your Pro le for Higher Visibility Customize your public pro le
- 21. 7 LinkedIn B2B Best Practices 4: Recommendations ■ How do they know you? ■ Tell them what to say! ■ Recommend others Why? Heavily ranked by LinkedIn search, heavily weighted by viewers
- 22. 4 Act on Recommendations – Inbound and Out Tell them what to say! Recommend others
- 23. 7 LinkedIn B2B Best Practices 5: Network Building ■ Use advanced search to nd strategic connections ■ Join groups ■ Respond to every invitation ■ Consider becoming a LION Why? You’re only as visible as the size of your network
- 24. 5 Your Only as Visible as Your Network Use advanced search to nd strategic connections
- 25. 5 Your Only as Visible as Your Network Join groups
- 26. 5 Your Only as Visible as Your Network Respond to every invitation
- 27. Quantity vs. Quality
- 28. Why a Big Network? (LION) ■ More prospects ■ More inbound calls ■ Best for sales, recruiting, marketing
- 29. Why a Smaller Network? (LamB) ■ Nice to “vouch” for and qualify your connections ■ Best for executives of large companies
- 30. 7 LinkedIn B2B Best Practices 6: Apps
- 31. 6 Know Your Apps – Put Them to Use Why? Share Your Existing Marketing Assets
- 32. 7 LinkedIn B2B Best Practices 7: Relationship Building ■ Join groups ■ Contribute to discussions ■ Ask and answer questions Why? The more you follow and contribute valuable information, the higher quality your tribe: “Know me, Like me, Trust me, Buy from me.”
- 33. Groups: LinkedIn’s Answer to Being Social ■ LinkedIn’s blog ■ Post your good news ■ Repurpose your content ■ Build relationships Why? Create relationships and share your valuable content
- 34. An Answer a Day = Thought Leader ■ Repurpose old content ■ Mine for new content ■ Help someone out! ■ Increased inbound leads
- 35. Reach Out – and Reconnect ■ 3 new connections, read their pro le, ask them about themselves ■ 3 old connections – get back in touch (prepared document) Why? Because synchronicity doesn’t happen if you don’t pay attention
- 36. Daily LinkedIn Strategies: In 15 Minutes a Day ■ Inbox ■ Reach out ■ Answers ■ Groups Why? Because who has an hour a day
- 37. “Old Fashioned” Etiquette ■ Be courteous ■ Be relevant! ■ Be responsive ■ Email! ■ Pick up the phone! ■ Help someone out! Why? Because it’s still a SOCIAL network
- 38. “Good ideas need good strategy to realize their potential.” – Reid Ho man, former LinkedIn CEO
- 39. ? Do you have Questions
- 40. LinkedIn: 7 Best Practices for B2B Marketers Martine Hunter Viveka von Rosen Creative Director, Social Media Trainer & Speaker Inbound Marketing Founder of Linked Into Business MLT Creative With 20+ years experience in Viveka von Rosen is a successful marketing communication, entrepreneur, nationally renowned Martine is a solution-driven IA Certi ed LinkedIn trainer and creative type who focuses on expert, and a respected social innovative idea generation and compelling content. She holds media speaker. Her extensive sales and marketing background the Inbound Marketing Professional certi cation and serves includes a specialization in helping her clients use social media the Atlanta chapter of the Business Marketing Association marketing techniques to strategically extend their networks as a member of the board of directors. and increase their business exposure. [email protected] [email protected] www.linkedin.com/in/martinehunter www.linkedin.com/in/LinkedInExpert www.mltcreative.com www.LinkedIntoBusiness.com