Using LinkedIn for Sales and Marketing
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Transcript of Using LinkedIn for Sales and Marketing
Using LinkedIn for Business
Marc EnglaroCEO, InsightfulCRM
September 2013au.linkedin.com/in/marcenglaro/
Agenda
• Why build a network in Linked In?• Developing personal brand and reputation• Building a Network• 7 Ways to stay in touch with your network• Using LinkedIn for research • Meeting new people - LinkedIn InMail• Generating Interest - LinkedIn Ads
What about you?
• What are you interested in? Why are you here?
Why Build a Network?
• Lets answer this at the end…
LinkedIn’s 10 Tips for Profiles
• Be authentic• Create a distinctive profile headline• Avoid clichés• Be visible• Build brand associations• Add to your knowledge• Share in LinkedIn Groups• Be personal• Be consistent• Give generouslySource: http://university.linkedin.com/content/dam/university/global/en_US/site/pdf/TipSheet_BuildingYourBrand.pdf
Tips for Developing your Personal Brand
• This isn’t a resume• Be clear what you want your brand to be• Play to your strengths• Your brand is owned by your audience. • Pay attention to what they think• Tell a story• Avoid clichés• You are Judged by what you say and the company
you keep
How do you Build a Network
• Connect with someone• Importing email address contact lists.• Use the “people you may know” feature• Find Alumni • Look through your business cards • Check out groups for people you know• Participate in groups and meet new people• Always personalise the message
Don’t use the default invite
Beware the grid. Invitations are default
Beware the Search list as well
3. Broad Strategies for LinkedIn Networking
1. Open Networker (LinkedIn Open Networker)– Will Invite, and accept invitations, from strangers
2. Exclusive Networker– Limit the network to select people they know
well, relationships are formed in-person.
3. Professional Networker– Will build networks with professional
relationships, including supplier/buyer relationships.
7 Ways to Keep In touch
1. Send a message2. Endorse3. Recommend4. Status Update5. Update your profile6. Add a connection 7. Look at someone8. Connect with someone*9. Like or comment on an update**Two bonus ways
Recommendations & Endorsement
• Truthful and credible• Powerful relationship builders• Endorsements you make are on your profile &
affect your brand.*
*You can change this under your privacy settings
Using LinkedIn for research
• Use your power for good not for evil• Understand people’s situation, objectives and
challenges• Understand their relationships & culture• Identify who knows who• What do you have in common ?• Using Advanced search to find relevant people• Use LinkedIn Contacts to organise and manage
LinkedIn Premium Plans
• http://www.linkedin.com/mnyfe/subscriptionv2?displayProducts=&trk=hc-faq71-subs-ch
Finding and Targeting – Lead Lists
• Search • Saved search• People you know • People in your network• People in the same groups• People in the same Alumni as you • Use AND/OR/NOT operators in Keyword search– Eg “CMO” OR “marketing manager”
Meeting new people - LinkedIn InMail
• Search and find interesting people• Request Introductions from your contacts• Send an InMail to someone not in your
network
Tips for InMail• What in their profile prompted you to write?• Mention people in common?• Refer to your recommendations as proof points• Use an Informative subject line• People reading on a Mobile see only the first 30-35 characters in
the subject line• In the email notification – only the first 255 characters appear in
summary • When using the Mobile app, InMail messages appear as a pop-up• Use your message to start a conversation • Frame the conversation about their situation,
(not your goals)
Advertising - Ads• Target your Ads• Write compelling copy• Send traffic to a relevant landing page• On that page, have a compelling offer• Use a form to capture details • Know how to follow up• If a Campaign drops below the click-through
threshold, copy it and re-launch
Advertising – Sponsored Updates
• Write your update to your network as normal• Be relevant and interesting• Create sharable content• Use great images to get your post noticed.• Encourage comments and likes• Target the campaign• Measure the results• Beware the troll
Things we didn’t cover
• Managing a Groups• Company Pages• Recruitment or Job seeking
Future Events from Insightful
• Embedding Effective Sales Process in a CRM• Social Media in B2B• Sales Effectiveness• Landing Page design• What else would you like to hear?
Q&A and Wrap-up