The Art and Science of LinkedIn

The Art of Linked In: Discovering How To Use The Relevant Social Media Channels In Your Business.

Gain Exposure, Engage Customers, Grow Your Business.

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 e [email protected] w TheMarketingNetwork.com.au v1

Contents

1)  Social Media Overview

a.  Why LinkedIn, Blogs and Twitter are the 3 essential Social Media Applications for your practice.

b.  Which one should you use or do you have to use all of them?

c.  How much time you will need to invest into social media marketing to reap the benefits?

2)  LinkedIn

a.  How to find your target market online?

b.  How to make your message stand out and be noticed?

c.  What are the marketing Do’s and Don’ts of Social Media

d.  How can you measure your efforts?

© www.TheMarketingNetwork.com.au 2

Why a l l the fuss about Soc ia l Media? 1

© www.TheMarketingNetwork.com.au 3 Play

Share Express

Network

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Inbound Market ing is more effect ive

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Outbound Decreas ing , Inbound Increas ing

SME’s Do More Inbound 2


Benef its of Soc ia l Media Market ing 2


Contemp late Then Act ‒ Qu ick ly 2


65% of Marketers surveyed have only been involved with social media for a few months or less!

Are You Not Leverag ing Your Peop le? 2


"   No Strategy?

"   Fear of Failure?

"   Lack of Knowledge?

"   Lack of Resources?

The Landscape Can Be Confus ing 2


Socia l Media Usage 2


Socia l Media Works 2


Have An Op in i on and Express It Often 2


Pick the Right Soc ia l Media Channe l(s) for You 2


Impossible to do everything! Where are your customers? Where can you REACH them most cost effectively?

Time Commitment To Soc ia l Media Market ing 2


LinkedIn ‒ “Facebook for Bus iness”

1.  Provides a meeting place where people expect to “do business”

2.  Leverages relationships by making connections visible

3.  Helps maintain personal relationships and build new ones.

4.  Provides a platform for the most effective form of Marketing - Word of Mouth

5.  It can link all other essential Social Media Tools

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Who Is On LinkedIn 2


I t Is Not How Big It Is But How You Use It

"   1,000,000+ Users in Australia "   Most Users Utilise 5% of the functionality (benefits)

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What Do You Want To Do


Google Page Rank; Personal & Company Answer Ques>ons

Recruit / Head hunt

Get Head hunted

-‐ Employer & Employee -‐ Company Culture -‐ Growth Poten>al -‐ Staff Turnover

Lead Genera>on Sales Accelera>on

-‐  Speak to Successes & Failures -‐  Opinions / Polls -‐ An Industry -‐ Track Start-‐Ups -‐ Groups

-‐ Advanced Search -‐ Events Research

Productivity

Find Experts, Partners

Ask for Advice Sales

Job Search, Hire &

Interviews

Reference Check

Proactive Networking

Promote Personal

Brand

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Media Effect iveness : Profess iona l Serv ices (B2B)


1.  REFERRALS 1.  Existing customers 2.  Influencers (who are not customers)

2.  Networking 1.  Physical – Dedicated Networking Groups, Industry

Associations, Expos, etc 2.  Virtual (LinkedIn, Facebook, etc)

3.  Website, Blog, Online Video 4.  Search Engine Marketing

1.  Paid Search / Pay Per Click 2.  Search Engine Optimisation 3.  Banner Ads

5.  Email (Existing Customers) – Keep in Touch 6.  PR – Online 7.  PR - Traditional 8.  Direct Mail & Telemarketing 9.  Trade Press / Local Paper / Niche Magazines

At least half of these didn’t exist 10 years ago!

3 years ago you couldn’t manage most of these from

one interface!

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Case Stud ies


“I get about 25% of my business through Linkedin.” -‐ Insurance Sales, USA

“New clients and contacts, but more than that, I began speaking on podcasts and webinars about LinkedIn and as a result got invited to speak at a conference in Canada last June.” -‐ IT Services, Australia

“New contacts, More knowledge, Personal Branding, Found partner -‐ started up company, Sales”. -‐ Consultant, UK

“Headhunted…” -‐ Too many too men>on!

From LinkedIn From My Network

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1 . F ind Your Target Market On l ine


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1.  Build your network

2.  Look at the most connected in your network

3.  Start with those that you have the greatest “emotional credits with”

4.  Search

1. People 2. Groups

Advanced Peop le Search


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Examples

1.  Architects

2.  Information Technology

2. How To Make Your Message Stand Out and Be Not i ced?


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Practice Marketing Principles

“In order to be irreplaceable one must always be different.” - Coco Chanel

2. How To Make Your Message Stand Out and Be Not i ced?


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Utilise The Principles of Work of Mouth Marketing:

"   Give people a reason to talk about your products and services, and make it easier for that conversation to take place. You’ll need to be creative.

Basic Elements:

"   Educating people about your products and services

"   Identifying people most likely to share their opinions

"   Providing tools that make it easier to share information

"   Studying how, where, and when opinions are being shared

"   Listening and responding to supporters, detractors, and neutrals

Be Different ‒ Your Brand , Your Prof i l e


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"   It is like a resume but it doesn’t have to be boring

"   Make sure you have the right keywords

"   Get someone else to proofread it or write it for you!

Creat iv i ty Buys Prec i o us Attent i on


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3. Market ing Do ’ s ‒ More G ive , Less Take


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1.  Develop a unique profile – Design your Brand, e.g.: Matthew Banks 2.  Maximize your profile 3.  Connect - Import Contacts - people you have a relationship with:

1.  Clients 2.  Suppliers 3.  Prospects

4.  Recommendations: Giving and Asking for 5.  Participate: Join Groups 6.  Research: Listen, Understand member needs, Ask Questions 7.  Analyse 8.  Build Credibility by developing content by focusing and delivering on your Brand 9.  Build Relationships:

"   Add Value (Promote Content, e.g.: Blog), "   Answer Questions

10.  Help others get more connected: Teach and Encourage 11.  Promote Content with Applications 12.  Get in Front of Prospects

1.  Introductions 2.  LinkedIn Mail 3.  LinkedIn Advertising

3. Market ing Don ’ ts


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DON’T ACT ANY DIFFERENTLY TO WHAT YOU WOULD DO IN “REAL LIFE”

"   Have a reason to connect – answer the W.I.F.M!

"   Education & Communication v Promotion

"   Everyone wants to know the Do’s and Don’ts

"   No-one wants to be “Sold!”

"   Real Example:

How Can You Measure Your Efforts?


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"   Return on Investment (Time)

"   Enquiries (Cost Per Response)

"   Etc.

References


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1.  http://www.hubspot.com/ You can subscribe to their blog for new marketing data as it is available: http://Blog.HubSpot.com

2.  www.socialmediaexaminer.com

Connect W ith Us on L inked In

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 e [email protected] w TheMarketingNetwork.com.au v1

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GENE STARK

LinkedIn: http://www.linkedin.com/in/genestark

twitter: @starkreality4u

Stark Reality delivers big brand marketing communication disciplines and processes to Small and Medium Enterprises, specifically professional services and b2b technology companies.

We also run tailored LinkedIn workshops to assist our clients find, attract and retain customers.

The Art and Science of LinkedIn

Business

Transcript of The Art and Science of LinkedIn