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How to Use LinkedIn for Marketing Your Business
- 1. LinkedIn as a marketing tool
- 2. What is LinkedIn? LinkedIn is a business and employment oriented social networking service that operates via websites and mobile apps.The main use is to network and find jobs or for employers to search for new employees.
- 3. Who uses LinkedIn? • LinkedIn made its social media debut on May 5, 2003. • Over 106 million active users including: • High school students • College students/graduates • Young adults ages 18-35
- 4. …but how do you use it? • You simply create an account then select topics and interests to create your network. • You can also follow businesses or people that will help you increase your professional resume. • The basic functionality of LinkedIn allows users to create profiles, which for employees typically consist of a curriculum describing their work experience, education and training, skills, and a personal photo.
- 5. Let’s talk about money! • Approximately 90% of users are doing so for free. • In 2011, LinkedIn earned $154.6 million in advertising revenue alone, surpassingTwitter, which earned $139.5 million. • LinkedIn makes money through marketing advertisements, Talent Solutions, and premium subscriptions.
- 6. ....more money! • Its largest income stream by far is recruitment solutions where recruiters and corporations pay for enhanced brand, search, or talent acquisition offerings from LinkedIn. • Marketing solutions such as advertising has added significantly to the income. 27% of Q4 earnings coming from this area.
- 7. • LinkedIn was not created with the intent to make money off of their users. • The smallest segment of income comes from subscription, which sits around 20% each year.
- 8. Why LinkedIn? • The reason users turn to LinkedIn is because there is no better way for someone in search for a specific job to find information, people within the job to network to, and applications for the job listed. • LinkedIn works in a way where the atmosphere of the website is similar to social media, but in a more professional standpoint.
- 9. Marketing Benefits • LinkedIn is extremely useful for marketing purposes. • LinkedIn is about making connections with real people in real life. • Provides opportunities to establish your brand/business and attract clients.
- 10. Ranchers on LinkedIn? • Ranching is the lowest ranked industry on LinkedIn. • They may feel they are better at recruiting and networking in person. • Low ranked industries may not get much value from LinkedIn.
- 11. Marketing Applications • LinkedIn offers multiple outlets to apply marketing strategies such as: • Trending topics streaming side banners on site • “Network” to connect with recruiters, companies, clients, etc. • Paid advertisement placement opportunities
- 12. Marketing Risks • Improper social media strategy leads to lags in content. • Poor quality or irrelevant content being posted leads to inefficiency in Linked In management. • No clear organization turns away potential clients.
- 13. 3 Companies that Failed with LinkedIn
- 14. • Uses logo for profile picture • Updates once every few weeks, sometimes months (last post was 3 weeks ago) • Only posts short statements—no links, etc. • Logo as profile picture • No relevant media posted ever • Plus side, job openings are listed • No cover photo • No updates in 4 months • Total of 10 updates ever
- 15. 3 Companies that Succeeded with LinkedIn
- 16. • Display a desire to work and stay there. • Mix of fun content to encourage interaction via LinkedIn • Loyalty from customers • Own multiple entities that appeal to different target markets—all managed through LinkedIn • Brand awareness • Post diverse content, eye-catching graphics • Employee testimonials can be viewed by anyone