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How to Use LinkedIn Company Pages & Groups

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View the entire webinar here: http://www.hubspot.com/how-to-master-linkedin-marketing

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How to Use LinkedIn Company Pages & Groups

  1. 90% of professionals usesocial media to getaccess to thought leadership &information they couldn’tget elsewhere.SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
  2. 3 out of 4 professionalsrely either lightly or heavily onprofessional networks tosupport businessdecisions.SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010 2
  3. 81% of LinkedIn membersprefer to have separatesocial networks for theirpersonal andprofessional lives.SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011 3
  4. How to MasterLINKEDINfor MarketingSession 1: How to Use LinkedInCompany Pages & Groups #MasterLi 4
  5. Your Presenters: Scott Engelman Mike Volpe Director of Online Marketing CMO @LinkedIn @HubSpot 5
  6. Today’s Agenda:1 Create a Company Presence2 Attract Followers3 Keep Your Followers Engaged4 Amplify through the Network5 Analyze & Refine 6
  7. CREATECOMPANYPRESENCE
  8. Add Your Company’s Information 1 Choose designated users to be your page admins. 2 Add your company info & a URL.
  9. Add Your Company’s Information 3 Add a company description. 4 Add your company specialties.
  10. Improve Your Overview & Products &Services Tabs PRODUCTS & SERVICES TAB OVERVIEW TAB
  11. Customize Content By Persona
  12. Customize Content By Persona
  13. It’s Easy to Create a New Persona
  14. Collect Recommendations
  15. 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
  16. HOW TOATTRACTFOLLOWERS
  17. Companies with most EFFECTIVE ENGAGEMENT need to have a minimum of 100-200 followers.LinkedIn tip 17
  18. 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. Mention your LinkedIn Company Page 3 across your website & other channels. 19
  19. Add A Follow Company Button to Your Web Site
  20. Run An Email Campaign to Drive Following INCLUDE A DIRECT CALL-TO-ACTION. CONSIDER OFFERING AN INCENTIVE. PROVIDE CONCRETE BENEFITS.
  21. Invite Industry Thought Leaders IDENTIFY THOUGHT SEND THEM PERSONAL ENCOURAGE THEM LEADERS. INVITES. TO FOLLOW YOUR COMPANY PAGE
  22. How to Use Groups for Follower Growth ENGAGE WITH PEOPLE FROM COMPANIES YOU FOLLOW. REFER THE COMPANIES IMPORTANT TO YOUR BUSINESS. PARTICIPATE IN DISCUSSIONS.
  23. Promote on Other Marketing Materials BUSINESS CARDS, FLYERS & EMAIL SIGNATURE EBOOKS, WHITEPAPERS AND GUIDES PRESENTATIONS AND EVENT MARKETING COLLATERAL
  24. HOW TO KEEPYOURFOLLOWERSENGAGED
  25. The QUESTIONSthat customers askyou are one of thebest places to startfor your updates. 28
  26. Share Information Your FollowersCare About USE QUESTIONS
  27. Give Your Followers Clear DirectionsENCOURAGE THEM TO TAKE ACTION, SUCHAS “SIGN UP,” “LIKE” OR “DOWNLOAD.”
  28. Test Best Times to Post POST ON WEEKDAYS. IS YOUR COMMUNITY ENGAGED IN THE MORNINGS? POST AT LEAST ONCE A DAY.
  29. 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.
  30. AMPLIFYTHROUGHNETWORK
  31. MARKETING FACT There are 1MGroups on LinkedIn.
  32. Example of a LinkedIn Group:
  33. Customer Engagement Through LocalLinkedIn Groups:
  34. Best Practices for LinkedIn Groups 1 Stay active! 2 Engage people in thought leadership discussions. 3 Set guidelines for discussions. 4 Content creation.
  35. ANALYZE &REFINE
  36. Ensure You’re On the Right TrackCheck your Followers Statistics on an ongoing basis
  37. Measure EngagementCheck LinkedIn stats to keep engagement in the core of your strategy
  38. Available Metrics 24h After PostingImpressions, clicks and level of engagement
  39. Gain Insights about Your FollowersAnalyze demographic information about followers
  40. Keep Track of ROISee connection between LinkedIn marketing and real business results
  41. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  42. 3 2000 7 50+ 6 15 0 breakout inspiring small reasons days inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! www.InboundConference.comwww.InboundConference.com
  43. THANK YOU. 48
  44. POST YOURQUESTIONS: http://bit.ly/HS-LI-GROUP

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