How to Use LinkedIn for Marketing

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A HubSpot webinar that gives a high-level overview of linkedin tools for marketing, then goes into specific questions from marketers about using linkedin.

Business

How to Use LinkedIn for Marketing
LinkedIn Best Practices from LinkedIn's Top Marketing Community

Rick Burnes & Ellie Mirman
Twitter: @rickburnes @ellieeille
February 25, 2010

Agenda

I. About Inbound Marketing
II. Overview of LinkedIn for Marketing
III. Questions From the LinkedIn Group

What Is Inbound Marketing?

Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
6

SEO

Social
Media

Blog

Flickr: WanderingtheWorld
7

Social Media Feeds the Funnel

Blogging SEO LinkedIn Email Pay-Per-Click

Website Visitors

Leads
LinkedIn

Customers
8

How to Get Started

Listen

Share Your Content

Listen More

Build Relationships

Thanks for Help Answering Questions!

John McTigue Rebekah Donaldson
Inbound Marketing Strategist CEO at B2B Communications
www.kunocreative.com www.b2bcommunications.com
Cleveland/Akron, Ohio Area Sacramento, California Area

16

LinkedIn Ads?

Has anyone done research or surveys
to evaluate the effectiveness of these
Jennifer Stalford ads? Both click rates and lead
Entrepreneur, Real Estate
Investor,
conversions.
Charlotte, North Carolina Area

17

Adoption?

How do I motivate my slightly old
fashioned sales team to set up and use
Lesley Hansen LinkedIn?
Marketing Director TeleWare
Group
Darlington, United Kingdom

18

Spam?

Once you set up a group, how do you
manage membership to prevent
members from spamming other
Teri Gidwitz
Digital marketing leader
members?
Greater Chicago Area

19

Applications?

What applications are useful for
optimizing the Linked In experience for
the Inbound Marketer and who they are
Erik Fisher
Masters of Education
trying to reach?
Online Program
Representative at Indiana
Wesleyan University
Indianapolis, Indiana Area

21

For Individuals? Or Companies?

Linkedin still feels focused on the
individual and job seeking, instead of the
company and building business. How do
Jackie Kaufenberg
Marketing Manager at
I make it into an asset for my company
Altimate Medical Inc and integrate into the companies social
Greater Minneapolis-St.
Paul Area media initiatives?

22

Measurement?

How does one measure the success of
utilizing LinkedIn? And, how do the
measurement methods differ from other
Anand Thaker
Online Marketing Manager
social mediums?
at APX, Inc
Birmingham, Alabama Area

23

Track the Whole Funnel

Website Visitors

Leads

Customers
24

How to Track Your Funnel

Track visitors.

25

How to Track Your Funnel

Track leads.

26

How to Track Your Funnel

Track customers.

27

Track the Whole Funnel for Each Channel

Social Media
SEO Visitors Blog Visitors PPC Visitors Visitors

Leads

SEO Customers Blog Customers PPC Customers Social Media
Customers

28

Why Tracking Via Channels Is Critical

Net
Visitors Leads Conversion Customers
Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%

29

Who Knows How to Put All the Pieces Together?

d.j.k. on flickr
32

Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/

LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes

LinkedIn: www.linkedin.com/in/elliemirman
Twitter: www.twitter.com/ellieeille

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How to Use LinkedIn for Marketing

1. How to Use LinkedIn for Marketing LinkedIn Best Practices from LinkedIn's Top Marketing Community Rick Burnes & Ellie Mirman Twitter: @rickburnes @ellieeille February 25, 2010

2. Agenda I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group

3. How We Organized This Webinar 3

4. Traditional Marketing (Outbound) 4

5. Marketing Today (Inbound) 5

6. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 6

7. SEO Social Media Blog Flickr: WanderingtheWorld 7

8. Social Media Feeds the Funnel Blogging SEO LinkedIn Email Pay-Per-Click Website Visitors Leads LinkedIn Customers 8

9. How to Get Started Listen Share Your Content Listen More Build Relationships

10. Agenda I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group

11. Setup Your Profile 11

12. Build Your Network 12

13. Use Groups 13

14. Answer Questions 14

15. Agenda I. About Inbound Marketing II. Overview of LinkedIn for Marketing III. Questions From the LinkedIn Group

16. Thanks for Help Answering Questions! John McTigue Rebekah Donaldson Inbound Marketing Strategist CEO at B2B Communications www.kunocreative.com www.b2bcommunications.com Cleveland/Akron, Ohio Area Sacramento, California Area 16

17. LinkedIn Ads? Has anyone done research or surveys to evaluate the effectiveness of these Jennifer Stalford ads? Both click rates and lead Entrepreneur, Real Estate Investor, conversions. Charlotte, North Carolina Area 17

18. Adoption? How do I motivate my slightly old fashioned sales team to set up and use Lesley Hansen LinkedIn? Marketing Director TeleWare Group Darlington, United Kingdom 18

19. Spam? Once you set up a group, how do you manage membership to prevent members from spamming other Teri Gidwitz Digital marketing leader members? Greater Chicago Area 19

20. Spam? Once you set up a group, how do you manage membership to prevent members from spamming other Teri Gidwitz Digital marketing leader members? Greater Chicago Area 20

21. Applications? What applications are useful for optimizing the Linked In experience for the Inbound Marketer and who they are Erik Fisher Masters of Education trying to reach? Online Program Representative at Indiana Wesleyan University Indianapolis, Indiana Area 21

22. For Individuals? Or Companies? Linkedin still feels focused on the individual and job seeking, instead of the company and building business. How do Jackie Kaufenberg Marketing Manager at I make it into an asset for my company Altimate Medical Inc and integrate into the companies social Greater Minneapolis-St. Paul Area media initiatives? 22

23. Measurement? How does one measure the success of utilizing LinkedIn? And, how do the measurement methods differ from other Anand Thaker Online Marketing Manager social mediums? at APX, Inc Birmingham, Alabama Area 23

24. Track the Whole Funnel Website Visitors Leads Customers 24

25. How to Track Your Funnel Track visitors. 25

26. How to Track Your Funnel Track leads. 26

27. How to Track Your Funnel Track customers. 27

28. Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 28

29. Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 29

30. Final Thoughts … 30

31. Build Leverage 31

32. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 32

33. HubSpot Puts the Pieces Together 33

34. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes LinkedIn: www.linkedin.com/in/elliemirman Twitter: www.twitter.com/ellieeille

How to Use LinkedIn for Marketing

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