BUILDING BRAND ‘YOU’ ON LINKEDIN · BUILDING BRAND ‘YOU’ ON LINKEDIN ... marketer for the...
Transcript of BUILDING BRAND ‘YOU’ ON LINKEDIN · BUILDING BRAND ‘YOU’ ON LINKEDIN ... marketer for the...
BUILDING BRAND ‘YOU’ ON LINKEDIN
• 20+ years marketing experience – Multinationals, SME’s &
StartUps
• Advises organisations and thoughtleaders across all
industries
- consultancy, strategies & LinkedIn marketing training
• Has a team of researchers, copywriters, content creators
who help bring brands to life online
ABOUT ME
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
“All of us need to understand the importance of personal
branding. To be in business today, we must be the head
marketer for the brand called YOU.”
“Personal Branding is about building authority that gets
people to pay attention to your message and want to
share it and recommend it to others.”
WHY ARE YOU HERE?
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
WHY ENGAGE ON LINKEDIN?
• 500 million people use LinkedIn globally
• 10+ million users Australia | 100+ million users Asia Pacific
• 2 new professional members sign up every second *
• 50% of LinkedIn members report that they are more likely to buy from a
company they engage with on LinkedIn – TRUST & INTEGRITY
• Top channel for B2B product launches
81% LinkedIn, 71%Twitter, 54% YouTube, 54% Facebook
• Estimated daily time on LinkedIn – 7 minutes per visitor **
* LinkedIn Corporation 2017 ** Alexa Internet, Inc. 2017COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
WHY DO LINKEDIN MARKETING?
Builds brand awareness
Validates what you do
Shows the problems you solve
Nurtures relationships
& shares stories
Attracts top talent
Creates opportunities
• Reach the right audience
• Engage with your audience
• Motivate your audience to take action
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
• Professional headshots
• Background image (high resolution)
• A descriptive headline (what you do
and who you work with)
• SEO Keywords to promote search
engine optimisation
• Powerful summary
• Rich media files (publications, videos, collateral)
• Experience and track record
• Education
• Interests
• Call to action with your phone number and email
• Edit your public LinkedIn URL
OPTIMISE YOUR PROFILE – BE BEST IN CLASS
Tip: Create a“LinkedIn Assets” - background images / marketing / event collateral / videos / research
papers
** keywords / phrases / cultural competency skills / global skills
BUILD A VALUABLE NETWORK
Alumni
Professional peers
Ex-colleagues
Current clients
Current colleagues
STRATEGICALLY Grow your network
RELEVANT + QUALITY
• Industry leaders / thought leaders
• Marketers / PR executives
• Clients
• Partners
• Prospects
Tip: A large quality network = multiplier effect
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
ENGAGE WITH YOUR NETWORK
• Post a status update – 3rd party piece of content OR your organisation’s
content – FIND YOUR VOICE
• Follow your company page
• Like, comment on your company page posts
• Like, share and comment on your network’s activity
• Publish on LinkedIn Platform – your publications / articles
Tip: Be ActiveCOPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
BE REAL
• Be human – genuine and authentic
• Find your voice
• Only engage with content that resonates
• Share stories
• Images / video are powerful
• Tag people / organisations
• Use hashtags
Tip: Be Authentic, be you.
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
1. Identify targets
2. Continue the conversation
3. Sort and filter your connections
4. Cross reference with colleagues
EXPORT YOUR CONNECTIONS
OpportunityShareContactReviewExport
connections
Tip: Thinking career change – Find opportunity
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
BE ACTIVE ON THE COMPANY PAGE
Target your
audience
Nurture your
followers
Post, like and share
Add articles
and insights
Analyse your
results
Include calls to action
Add images
and videoSupport
your Company
page
Like, share and
comment on
company page
updates
Spread the word
Build the brand
Be the thought
leader
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
EXTEND YOUR REACH
Organic. Your followers, fans, members,
connections will see your content.
Earned. Your followers may spread relevant
and engaging content.
Invested. You can reach a wider audience
through advertising.
ORGANIC
EARNED
INVESTED
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
1. Update your profile
2. Add a background image
3. Write a compelling summary
4. Clearly state what you deliver
5. Add a call to action
6. Add media files
7. Seek recommendations
8. Strategically grow your network
9. Download your connections quarterly
YOUR LINKEDIN ACTION PLAN
COPYRIGHT © 2019 Lucy Bingle Pty Ltd
ALL RIGHTS RESERVED –NOT FOR EXTERNAL DISTRIBUTION
COMPANY
PAGE / PROFILE
MANAGEMENT
www.lucybingle.com | [email protected] | +61 410 904 777
MARKETING
TRAINING
STRATEGY
CONSULTING