Don't Be Your Own Weakest Link: A LinkedIn Primer for Success
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Transcript of Don't Be Your Own Weakest Link: A LinkedIn Primer for Success
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Don’t Be Your Own Weakest Link: A LinkedIn Primer for Success
presented by Lorana Price, CEO Holy Cow Branding
© 2012 Holy Cow Branding. All rights reserved.
@LoranaPrice @HolyCowBranding
In/LoranaPrice
#HolyCowSpeaks
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© Holy Cow Branding, Inc. All rights reserved. Title of the Presentation
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Social Media Myths
© 2012 Holy Cow Branding. All rights reserved.
“My customers don’t use social media.”
“Social media is a fad.”
“Social media is great for B2C companies, but not B2B.”
“Only young people use social media.”
“If I use social media, I’ll have to tell them silly personal things.”
“No one really cares about what I’m doing.”
“I’ve got more important things to do than to play on the internet all day.”
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Fact The Internet has fundamentally changed the way people find, discover, share, shop & connect.
© 2012 Holy Cow Branding. All rights reserved.
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Social Media Fairy Tales
© 2012 Holy Cow Branding. All rights reserved.
Social media is free.
You don’t need a plan, just say something.
You have to be on as many social media sites as possible.
If people aren’t talking about my posts, it’s not working.
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© 2012 Holy Cow Branding, Inc. All rights reserved.
Inbound marketing costs 61% LESS per lead than traditional, outbound marketing.
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
Outbound Average Cost Per Lead: $346
Inbound Average Cost Per Lead: $135
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© 2012 Holy Cow Branding, Inc. All rights reserved.
57% 62%
52%
44%
0%
20%
40%
60%
Company Blog LinkedIn Facebook Twitter
Inbound marketing tactics
They generate revenue. ACQUIRED A CUSTOMER THROUGH THIS
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
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© 2012 Holy Cow Branding, Inc. All rights reserved.
The top 20% of B2B marketers in social media lead generation have increased revenue by 20% in 2011.
SOURCE: ABERDEEN RESEARCH, MARCH 2012
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© 2012 Holy Cow Branding, Inc. All rights reserved.
Social media helps B2B marketers improve search results.
26%
40%
45%
48%
Influence keyword purchases
Influence organic SEO
Increase page rank
Driving inbound links
SOURCE: BTOB MAGAZINE, JULY 2010
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Fact Social media is not a fad. It’s a revolution that’s here to stay.
© 2012 Holy Cow Branding. All rights reserved.
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Social media & blogs generate real customers.
57% 62%
52%
44%
0%
20%
40%
60%
Company Blog LinkedIn Facebook Twitter
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
% O
F CH
ANNE
L U
SERS
WHO
ACQ
UIRE
D A
CUS
TOM
ER T
HROU
GH T
HIS
CHA
NNEL
© 2012 Holy Cow Branding, Inc. All rights reserved.
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Fact The more keyword-rich content you create, the more Google will love you… even on LinkedIn.
© 2012 Holy Cow Branding. All rights reserved.
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© 2012 Holy Cow Branding. All rights reserved. Don’t Be The Broken Link © 2012 Holy Cow Branding, Inc. All rights reserved.
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LinkedIn drives the most customers to B2B.
65%
55%
43% 40%
0%
20%
40%
60%
80%
LinkedIn Company Blog Facebook Twitter
THAT ACQUIRED A CUSTOMER THROUGH THIS CHANNEL.
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
© 2012 Holy Cow Branding, Inc. All rights reserved.
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Quick Facts
© 2012 Holy Cow Branding, Inc. All rights reserved.
Average User:
44 Yrs 1 New User Joins Every
Second + 17
Million Members in Groups
Sources: dominymedia.com, linkedin.com
Used by 120 +
Million
1.2 Million Comments per Week
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2 Critical Points
© Holy Cow Branding, Inc. All rights reserved.
You’re Networking: 1. Give and receive information to
foster relationships. DON’T SPAM.
2. Don’t use direct selling. Know. Like. Trust.
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Develop Wicked Profiles
© 2012 Holy Cow Branding, Inc. All rights reserved.
Be Interesting: 1. Have a complete profile.
2. Integrate Applications.
3. List skills and/or products and
services.
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Look Beyond Your Profile
© 2012 Holy Cow Branding, Inc. All rights reserved.
Be Proactive: 1. Use Advanced Searches to find
people in your target audience.
2. Browse your network regularly.
3. Use Saved Searches to get weekly lists of new prospects.
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Engage.
© 2012 Holy Cow Branding, Inc. All rights reserved.
Be Active: 1. Contribute to the right groups.
2. Answer questions.
3. Share information.
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Fact LinkedIn is for companies, too.
© 2012 Holy Cow Branding. All rights reserved.
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© 2012 Holy Cow Branding. All rights reserved. Don’t Be The Broken Link
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Promote.
© 2012 Holy Cow Branding, Inc. All rights reserved.
Educate & Inform: 1. Give insight into your company.
2. Position your company.
3. Develop a strategy for updating
content.
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Grow.
© 2012 Holy Cow Branding, Inc. All rights reserved.
Generate Leads: 1. Answer questions 2. Join groups your prospects
participate in 3. Publish content; make it easy to
share
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Special thanks to HubSpot for the research and graphs used
in this presentation.
© 2012 Holy Cow Branding. All rights reserved.
Connect With Me @LoranaPrice
@HolyCowBranding In/LoranaPrice
#HolyCowSpeaks
www.holycowbranding.com
Thank You!