presents

LinkedIn for B2B Marketers

BOBBIE CARLTON@BobbieC

• Introductions

• What do we want to cover?

Questions?

• Assess your company’s LinkedIn Use

LinkedIn for B2B Marketing

LinkedIn Confessions

Agenda• LinkedIn Intro • Your People• Your Company• LinkedIn Opportunities

• Note: we’ll visit LinkedIn during class, feel free to open your profile & follow along

• 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

• LinkedIn is a business meeting

• Twitter is a cocktail party

• Facebook is an invitation into someone's home

LinkedIn and Other Social Media

LinkedIn Numbers Add up Fast

People• Individual profiles contribute to your

company’s brand

B2B LinkedIn: Start w/ People

• 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?

Getting Found: Advanced Search

• 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

Tagging New Connections

Tagging & Sending Group Mail

Staying Active (and Visible)

Groups

• Materials

• Consistent

messaging

• Small doses training

• One-on-one training

and support

• Leverage the

network

People: Managing Your Team

People: Opportunities

People: LinkedIn Outlook Toolbar

Make Your Profile 1% Better

• Make your people stronger/make

your company stronger

• LinkedIn, it’s not Facebook.

• LinkedIn, it’s not a resume

Section Review

• Showing your company in the best light

Company Profiles

1. On LinkedIn: content, credibility and value

2. LinkedIn content that sends relevant people

to your website

Two Kinds of LinkedIn Value

How Do Companies Get Found?

Every Company Needs a Profile

Add a Product or Service

Request a Recommendation

Tell People Your Company is There

• Images

• Logos

• Video embeds

• Slideshows

• Links

Website and Profile Traffic Drivers

• Product-level recommendations

• Connected employees

• Consistent messaging

Image enhancers

• Provide value with links back to your site

• Add images, video

• Like blogs, ask your friends for support

Company Status Updates

Did You Know…

• Joining Groups – watch before you engage

• Creating a group – Invite relevant contacts

to join

• Providing relevant content and input

Group Activity

Page Insights

LinkedIn For Business Development

LinkedIn Mobile: Events/Networking

InMaps: Plot Your Network

• 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

• JobChangeNotifier.com

• LinkedIn’s own notifications

• Daily Job Change Alerts From SalesLoft

• HereOnBiz app (TripIt app)

Change Means Opportunity

• GE

• Pfizer

• Cisco

• And your sites

Go Visit the Big Kids

• @BobbieC @MassInno (and others)

• linkedin.com/in/bobbiecarlton• Mass.InnovationNights.com• InnovationBreakfast.com • CarltonPRMarketing.com

Network with me…

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