Using LinkedIn to Market your business
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LinkedIn can be used by businesses for marketing, sales, and branding. It allows businesses to showcase their expertise through profiles and business pages, connect with potential customers and partners, and drive traffic to their websites. The document provides tips on using LinkedIn effectively, such as defining targeting audiences, creating engaging content, growing your professional network, and using LinkedIn's advertising and analytics tools to find leads and measure performance.
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Using LinkedIn to Market your business
- 1. LinkedIn for business What can LinkedIn do for my Business Rhys Downard Director of Strategy and Lead Analyst at Media Rocket Studio www.mediarocket.co.za
- 3. • “Social media is the collective of online communication channels dedicated to community-based input, interaction, content-sharing and collaboration.” • Social Media is the content and interactions generated by people around the world. • Includes platforms that have been created to facilitate interactions between REAL people. www.mediarocket.co.za Quick Overview of Social Media
- 4. What does online content look like? Consider the online environment from the following perspective Image source: http://stadigital.com/digital-strategy/ www.mediarocket.co.za
- 5. • Create opportunities for engagement through the production and promotion of content that is relevant and valuable www.mediarocket.co.za What is key in creating good content?
- 8. What is LinkedIn Put simply, LinkedIn is a social network for professionals. Whether you're a marketing executive at a major company, a business owner who runs a small local shop or even a first year college student looking to explore future career options. Additionally LinkedIn is a space for businesses to showcase their expertise and position themselves as authorities in their industry using the business page and leveraging the native content development and advertising features as well as the online profiles of key staff www.mediarocket.co.za
- 9. Why should you be on LinkedIn Connect with new people Grow your network Showcase your business Drive potential customers to your site www.mediarocket.co.za LINKEDIN People Business Groups
- 10. www.mediarocket.co.za What could you use LinkedIn for? Marketing SalesBranding
- 12. Show Expertise Expand your network Deepen relationships www.mediarocket.co.za Branding – Build the right connections
- 14. • Put a face to the name • Highlight what makes you different –What keywords describe your best attributes • Tell the full Story • Endorsements – nothing speaks louder then other peoples voices www.mediarocket.co.za Your Profile should be awesome
- 15. Define Targets Search for users Invite people to your network www.mediarocket.co.za Creating your network Define Targets. Think about your targets. You need customers, Influencers and peers. Match the people you are connecting to with the objectives of your business Search for relevant users. Look for high influence users and their networks. Send invites. Make sure your profile is awesome! Invite these users to connect with you to grow your network. Where possible, keep. It personal and thank high value users for connecting with you.
- 18. • Website • Publisher Platform Blog • Profile • Business Page LinkedIn • Website • Conversion Link www.mediarocket.co.za Blogging – Closing the Loop
- 19. www.mediarocket.co.za Posting • Don’t fall off the boat. Stay top of mind with your network by positing consistently to your stream. • Keep content valuable.This means relevant and useful. • Use your posts to lead network users to other platforms your business owns.
- 20. LinkedIn Pulse www.mediarocket.co.za Using LinkedIn Publisher you can create content pieces directly on the platform and share to the community. LinkedIn pulse creates aggregated feeds of there LinkedIn articles, allowing user to follow categories, people and feeds that interest them. By correctly using the LinkedIn publisher, you can increase reach and engagement
- 21. Publishing Create an article straight from your home feed by clicking the button. www.mediarocket.co.za
- 22. Publishing View your articles and the activity on them. Learn which content generates the best engagement www.mediarocket.co.za
- 23. How People Use Pulse www.mediarocket.co.za
- 24. Get recommended content Users who sign up to Pulse get recommended content and users suggested to them. The better your content production and optimisation, the better your opportunity for greater engagement www.mediarocket.co.za
- 25. Influencer If you work hard enough in your industry within LinkedIn, you have the opportunity to be shown as an “Influencer”. The greater the engagement with your content, the more value will be attributed to it which leads to greater reach Influencers carry heavy weight with regards to Authority which leads to greater overall business return. www.mediarocket.co.za
- 26. LinkedIn Publisher Using LinkedIn publisher www.mediarocket.co.za
- 27. • SEO • Indexable Keywords • 2 – 4 per month • Content Variations Publish Regularly • Cross- Share • Paid content promotion Promote your content www.mediarocket.co.za Notes on Pulse – Creating greater success
- 28. SlideShare Show your expertise and share your knowledge www.mediarocket.co.za
- 29. Slide Share • Have Amazing Presentations? • Use SlideShare to promote yourself and your business. • Provides excellent content sharing opportunities • SlideShare lets you: • Publish your presentations to a community of users who are actively seeking information • Grow reach of your business when users clip and share presentations • Position yourself as a leading content source in your industry www.mediarocket.co.za
- 30. Discover. Share Present • Find content that can support your position. • Engage influencers and get them to join your network www.mediarocket.co.za
- 31. Upload your expertise • Add your presentations • Make them public • Share your knowledge • Grow your network • Lear what content is most valuable and loved • Give users a “Take-away” www.mediarocket.co.za
- 32. Collect, Analyse, Interpret,Adapt Learn how your content is received: • All uploads • Best content • Where users come from • Who your viewers are • What actions they take www.mediarocket.co.za
- 33. You have a great brand and profile…. Now what? www.mediarocket.co.za
- 34. Establish your brand presence Connect with your audience Engage and create value www.mediarocket.co.za Marketing – Get to the right people
- 35. Your Business Business People Influencers Groups www.mediarocket.co.za Presence What do each of these audiences need/want, how can you give this and what do you want in return
- 36. Employees Thought Leaders FollowersOwners Customers Executives www.mediarocket.co.za Connect to your Audience Use your networks to grow your reach. Employees provide an excellent opportunity for quicker growth. Using high value employees with great personal networks will increase trust, authority and reach
- 37. www.mediarocket.co.za Engage Content Stream Demonstrate Value A Mix of content types Post Frequently Encourage Engagement Get involved Learn and improve
- 38. www.mediarocket.co.za Your Business Page • Company Pages are also a great way to establish industry expertise. If you mix this with the followers of high influence employees, executives etc. it is possible to build a strong overall presence. • Think of your company page as a supplement to your website: It helps you drive traffic to your site and provides an outlet to promote your products, services, and content. • Your LinkedIn Company Page provides free marketing opportunities and enhances the credibility of your company. Rich content and compelling status updates can also establish your brand as a leader in your industry.
- 39. www.mediarocket.co.za BuildingYour Business Page Add your company Choose administrators Fill in your company details Add a banner and logo Add a description Administered in your profile You are not alone – Get the team involved Size, industry etc. Choose an image the represents your brand Tell a great story THE PROCESS THE VALUE
- 40. www.mediarocket.co.za Now market yourself! Be Active
- 41. Can LinkedIn help me convert? www.mediarocket.co.za
- 42. Build a reputation that sells Find the right people Contact www.mediarocket.co.za Sales – Find Leads, Sell Faster
- 43. • Lets consider the peer-to-peer economy. Never has it been more true that people buy from people. Now with Social Media, businesses are often at the mercy of the users talking about them. But is this a threat or an opportunity? • Depending on how you handle it, it could be either. • What you need to know is that LinkedIn is predominantly a B2B professional network where people take the advice of influencers they trust in seeking service providers. www.mediarocket.co.za Building a reputation that sells
- 44. • If you followed the first two processes you should now have an awesome sellable profile. • The next step is finding the right people.. www.mediarocket.co.za Everything to date…
- 45. ADVERTISING ON LINKEDIN DRIVING LEADS www.mediarocket.co.za
- 46. • Text Ads • Sponsored Content • Sponsored InMails • Display Ads • Dynamic Ads www.mediarocket.co.za Ads on LinkedIn
- 50. Text Ads Add a compelling headline, description, and even a 50x50 image to yourText Ad. Be sure to include your destination URL with the right tracking parameters. Keep track of your performance, by seeing your impressions, clicks, costs, and other metrics right in Campaign Manager. www.mediarocket.co.za
- 51. DisplayAds LinkedIn Display Ads appear in 300 x 250 placements on the right rail. Filter by job title, job function, industry, geography, age, gender, school, skills, company name, company size, membership within specific LinkedIn Groups – and more. Keep track of your performance, by seeing your impressions, clicks, costs, and other metrics right in Campaign Manager. www.mediarocket.co.za
- 52. Sponsored Content Thought leadership, Engagement and Longevity. Keep top of mind and generate a strong presence using sponsored content www.mediarocket.co.za
- 54. Sponsored InMail Use Sponsored InMail to deliver timely messages that are relevant to your target audience. Real-time delivery means your message is sent only when members are on LinkedIn. www.mediarocket.co.za
- 55. DynamicAds Select the audiences you want to reach based on a wide range of professional targeting criteria including company, skills, interests, and more. Draft your ad copy, choose your call to action (CTA) and leverage dynamically generated images from LinkedIn member profiles. www.mediarocket.co.za
- 56. Contact, Convince, Convert Great, you have my attention now what? www.mediarocket.co.za
- 57. Online is not a silo! As extensive as LinkedIn is, your first point of contact is generally not your point of conversion. To this point, any one platform online cannot operate in a vacuum. Remember that your conversion points could include: • LinkedIn • Other Social Networks • A publishing platform • Your Site www.mediarocket.co.za
- 59. When do I know I am successful? When the Data says that you are. www.mediarocket.co.za
- 60. • Everything online is trackable. • In the end it comes down to first knowing what you wanted to achieve before even beginning a campaign anywhere online. • The first step then is setting your Key Performance indicators www.mediarocket.co.za The beauty of online
- 61. SETTINGYOUR KPIs Setting KPIs and measurement types: This starts at your business level and works its way down: • What does my business need from this activity? • What actions would support this outcome? • Is there more than one outcome that can support this? • What do I track this against? www.mediarocket.co.za
- 62. Its all measureable so what is it you want? LinkedIn comes with built-in Analytics to measure your personal profile, Business Page, SlideShare performance and Ad accounts. All of these can help you understand what return you received at different levels. For example: Macro vs. Micro conversions www.mediarocket.co.za
- 65. • LinkedIn is a great way to extend your reach and generate awareness • Use all the mechanisms available where you can. Content drives success. • The use of content within your paid media campaigns on LinkedIn also aid engagement and organic growth of the business online. • Take a long term view with LinkedIn. • Remember that planning is essential. Align your actions to your objectives • Remember to know what “performance” is for your business and assign the correct KPIs • Measure, Monitor, Analyse and Adapt. www.mediarocket.co.za Summary
- 66. Thanks for your time www.mediarocket.co.za
Notes de l'éditeur
- Owned Content is created and distributed by the Brand Paid Content is any content that is shown to a potential customer/user to which a Media budget has been applied. This can look like Earned media in the form of influencer marketing
- Think of Social Media for business as a transaction. You want the user to do something for you, the user, in return, wants something from the business. In this context we refer to Valuable content
- Build a profile that demonstrates your expertise and gets you noticed. Connect with business contacts who can help you be more successful. Turn new contacts into business relationships that take you further.
- Put a face to the name Highlight what makes you different – Think about keywords you want people to think of when they find you Tell the full Story – Don’t use a little paragraph and leave it there. Give people your story Endorsements – nothing speaks louder then other peoples voices Find Contacts – How many actually go out of your way to find new contacts? Know who you are looking to network with? Peers, Customers, Suppliers, Leads – Think of the outcomes at each level BE ACTIVE – Go spend time on it Groups, People, businesses – these are sources Think Long term Leave the building – take it offline. Once you have established a repartee why not meet the actual person Engage on LinkedIn Content Groups Opinions Introductions through mutual connections Create value – content value graph
- Why are your keywords important? Well LinkedIn is a digital system using multiple signals to connect, recommend and push content to people. Keywords are an identifier that can help LinkedIn better understand who you are, what you do and therefore connect you with better networks and produce relevant content to
- There are a few ways to get engaged on LinkedIn. You can follow businesses and engage with their content, sharing it, liking it and commenting on it. Being willing to share an opinion is a corner stone of growing influence. Groups. Find groups that you can add value to and get engaged. Ask questions, post answers and make recommendations. People. Building your network is the first step, getting involved with high value users is a must. Content. As with all social networks, without content, you are wasting time. Create, share and engage your community with high value content.
- Example is gated content – give us contact details, opt in to other comm channels Know your conversions. Micro vs. Macro, Primary vs. Secondary
- Pulse is really good if you are going to use LinkedIn as a primary platform for publishing your brands content and creating engagement. This content can also then be cross-shared to other social networks to increase the volume of people who can find and engage with your brand.
- Create a Company Page that builds credibility and gets your business noticed. Build a community of followers made up of your exact target audience. Share valuable content and turn followers into brand advocates.
- The basics of a good online position for a business on LinkedIn is understanding that the whole of your position is greater than the sum of its parts. Think about your business. Is it a stand alone entity? No, your business is built from people and these people have their own equity in and of themselves. High profile business people can be used to leverage and lend authority and reach to a business page. In the end, people deal with people. Included in this is the opportunity to use an influencer. Is your CEO a leader in their field? Could you manage that account in such a way as to boost the businesses position as a leader in its space? Probably. Lastly, what is social about? Well engagement through content. This is exactly what Groups are for. Get involved, show investment and share your opinions – be brave
- Create your content stream Use your company’s updates to showcase your expertise and establish your brand as a thought leader. Share a wide array of content with your followers, including insightful articles, company news, and more. Demonstrate value To grow an engaged following, it’s important to lead with useful content. For every post promoting your company, make sure four posts focus on thought leadership or industry trends. Post frequently On average, companies that post 20 times per month reach at least 60 percent of their audience. Stick to a regular posting schedule so followers can rely on you to keep them informed and up to date. Create a mix of content formats Rich media like photos and videos can dramatically increase both comments and shares. Incorporate these formats – along with SlideShare presentations and links to articles – to maximize engagement with your posts. Encourage followers to engage Prompt your colleagues and followers to take action on your posts – every like, comment, and share increases your reach throughout the LinkedIn network. For example, you could share an inspiring quote and ask viewers to “like” the post if they agree, or even share their own favorite quotes. Dive into comments Engage with followers who comment on your updates to help build loyalty, continue the conversation, and further establish your thought leadership. People like to know that they’re being heard! Always be improving Watch the Reach and Engagement sections of your Company Page analytics to see what resonates with your followers. Test different days, times, topics, and formats to identify what works best for your au
- Company Pages are also a great way to establish industry expertise. If you mix this with the followers of high influence employees, executives etc. it is possible to build a strong overall presence. Think of your company page as a supplement to your website: It helps you drive traffic to your site and provides an outlet to promote your products, services, and content. Your LinkedIn Company Page provides free marketing opportunities and enhances the credibility of your company. Rich content and compelling status updates can also establish your brand as a leader in your industry.
- Create a Company Page that builds credibility and gets your business noticed. Build a community of followers made up of your exact target audience. Share valuable content and turn followers into brand advocates.
- Find your targets by first defining the parameters of your audience. Who are they, where do they work, what are their industries, what are their interests. Reach these users through different ad mediums. Send direct text ads, Promote content, send an Inmail Once you have these users attention, give them something to do. Give them a service, give them information, teach them something Lastly, make sure you have included the conversion. What did you want out of this value exchange