Linked in for business 2015 sme 021015
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This document provides an overview of how to effectively use LinkedIn for business purposes. It discusses setting up personal and company profiles, using groups to connect with others, sending InMail messages to contacts, and ways to increase visibility. Key metrics on LinkedIn and social media user statistics are presented. Guidelines are offered for personal branding, engaging on groups, using InMail messages strategically, and developing a content strategy to help generate leads and business opportunities through LinkedIn.
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Linked in for business 2015 sme 021015
- 1. Amy Neumann, Jacquie Chakirelis Northeast Ohio Media Group February 10, 2015 For Business
- 2. Agenda 2 •Brief Social Media Overview – where LinkedIn fits in •Personal Profiles – your online resume and best foot forward •Company Pages – make your business stand out from the crowd •LinkedIn Groups – connect with people who share your passion •InMails – connect with new contacts, even if you don’t have their contact information • Ways to Increase Visibility -
- 3. Highlights -2014 Social Media Users • Facebook: 1.19 BILLION (800 mm mobile) • YouTube: 1 Billion+ • Twitter: 560 million + • Google Plus: 400 million + • LinkedIn: 240 million + • Instagram ( 150 mm; owned by Facebook) • Pinterest (70 mm) • 6 BILLION+ mobile devices globally http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243
- 4. 4
- 5. Visibility & Connectivity at AllTimes • We “ShareThis” • We talk about what we like (or don’t like) • We are mobile
- 6. Why Use LinkedIn? 74% of businesses research potential clients and job candidates 42% have built new relationships with individuals who may become customers 41% have increased their branding and marketing presence in their market 26% have generated identifiable business opportunities Source: Power-Formula 2014 LinkedIn User Survey
- 7. Generate Lift with LinkedIn LinkedIn has a 3X HIGHER VISITOR-TO-LEAD CONVERSION RATE than Twitter and Facebook. Source: HubSpot, March 2014. You can: • Generate Leads • Build your Brand • Engage your Target Audience with Content • Recruit Top Talent
- 8. Implement a Strategic Plan (ONGOING MANAGEMENT & SUPPORT) DELIVER AGAINST KPI’S (AD CAMPAIGNS) BROADEN YOUR REACH SET-UP & OPTIMIZATION CONTENT UPDATES CREATE ENGAGING CONTENT +BUILD YOUR PRESENCE + = There are 107 million U.S. LinkedIn users as of January 2015. https://press.linkedin.com/about-linkedin
- 10. Your Profile: Brilliant for Networking • Keep your profile updated: – Professional photo – Current title and organization – Succinct Summary including keywords – Complete history allows for faster networking – Add causes and volunteer work – Add any publications – Join relevant Groups and interact
- 11. Content Update Ideas • Share what you find interesting, including from industry-specific sites
- 12. Company Pages
- 16. LinkedIn Groups
- 17. LinkedIn Groups • Join groups where your customers and prospects are. Identify groups with members who are prospective clients or influencers in your industry and then answer questions and/or create content such as articles, how-to's, guides and blog posts that feature subjects relevant to that group • Create your own LinkedIn Group. To build community with your customers and prospects. To use as an extension to a discussion group for a podcast. For a specific vertical or technical customer that would benefit from specific discussions around a product or service. This type of group needs to planning and managing in order to be an effective strategy Two Ways to Use the Group Function on LinkedIn
- 18. How To Find The Best LinkedIn Groups For You First, select a LinkedIn Group to begin the process of determining if it’s the best group to belong to and engage with. Click the Group Statistics box to get under the hood of your potential LinkedIn Group.
- 19. Dig Deeper Into Detailed Audience Demographic Data Quickly determine what seniority level this LinkedIn Group’s members hold to help you make a quick participation decision. Top function, location and industry is highlighted to give you more information to determine your involvement. 4 tabs give you deeper breakdown of demographics This seniority level breakdown will help you determine your social selling messaging strategy.
- 20. Be A Good Neighbor! • Discussion groups are a place to discuss relevant topics, news and best practices in a given industry. They aren’t the place for blatant self-promotion. • People turn to LinkedIn groups to find answers to questions they can’t ask anywhere else. If you want to be a respected member of the group, regularly contribute to the discussion with information that helps others. • Sell your value, not your accomplishments. Don’t just tell prospects how you can help them. Use your entire profile and all of LinkedIn’s tools to show how your value contributes to their success. • Carefully plan your LinkedIn content so it positions you as an influencer and encourages targeted leads to join your discussion groups
- 21. InMails 1. Focus on quality versus quantity 2. Write a compelling subject line 3. Be brief 4. Start a conversation 5. Make it about them 6. Develop a clear call to action 7. Combine InMail with other contact methods 8. Select recipients carefully 9. Remember the option to “Get Introduced” 10.Build your sales profile https://business.linkedin.com/content/dam/business/sales-solutions/global/en_US/site/pdf/ti/InMails_10312013-Q4.pdf
- 22. Recommended LinkedIn Resources • http://www.socialmediaexaminer.com • http://socialmediatoday.com/ • http://mashable.com • http://techcrunch.com • http://www.socialbrite.org/sharing-center/tutorials/#linkedin • http://mashable.com/2014/01/18/linkedin-etiquette/ • http://help.linkedin.com/app/answers/detail/a_id/530 • https://business.linkedin.com/marketing-solutions/company-pages/get-started • https://smallbusiness.linkedin.com/ • http://www.forbes.com/sites/jaysondemers/2014/04/16/50-content-marketing-ideas-for-your- website-or-blog/ • https://business.linkedin.com/sales-solutions/sales-strategy-tips • http://contentmarketinginstitute.com/2014/09/linkedin-groups-content-marketing-strategy/ • http://blogs.constantcontact.com/how-to-use-linkedin-groups/ • http://blog.linkedin.com/2014/07/01/creating-a-killer-linkedin-profile-tips-from-link-humans/ • http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/ • http://blogs.constantcontact.com/social-media-image-sizes/
- 23. LinkedIn Takeaways… •Set your profile up for success! Fill out sections completely using relevant keywords Add content to tell your story & stand out Join and contribute to relevant groups •Add connections –start with people you know •Ask for recommendations to build credibility •Research targets you want to get to know •Find ways to build the relationship
- 25. Questions? This presentation can be downloaded at http://slideshare.net/amyneumann
Hinweis der Redaktion
- Let’s do a poll: Raise your hand if you are currently on Linked In? Raise your hand if you are a regular stalker and/or user of Linked In- aka nearly daily? Raise your hand if your hand if you want linked in
- http://www.powerformula.net/wp-content/uploads/2014/06/2014-LinkedIn-Infographic.png
- http://blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-for-Mastering-LinkedIn.aspx
- http://www.powerformula.net/wp-content/uploads/2014/06/2014-LinkedIn-Infographic.png
- Time for another poll! http://www.powerformula.net/wp-content/uploads/2014/06/2014-LinkedIn-Infographic.png
- http://www.powerformula.net/wp-content/uploads/2014/06/2014-LinkedIn-Infographic.png
- InMail Best Practices Tips for increasing response rates & engagement Follow these best practices to increase your InMail response rates and engage with your prospective customers. Focus on quality versus quantity Don’t inundate your recipients’ inboxes. It’s okay to send a follow-up InMail if a suitable timeframe has elapsed, but don’t re-send someone the same message again and again. Write a compelling subject line Make your purpose clear and give them a reason to want to learn more. Consider mentioning your company name or theirs, or asking a question. Be brief Be polite, brief, and to the point. Shorter is better. Start a conversation More “salesy” InMails get lower response rates. Instead start a conversation. Personalize your messages Customize your messages and make them highly personalized. Avoid spam and canned messages. Consider some of the following: • Demonstrate that you’ve done your homework on the recipient’s company • Mention a common contact • Refer to a common LinkedIn group • Comment on a LinkedIn group posting (theirs or someone else’s) • Discuss a common company, experience, or personal interest based on reading their profile • Ask for an opinion Make it about them Make it about their needs, interests, and goals and not just your product or service. Avoid product and service descriptions. Develop a clear call to action Make the next steps clear. Assuming that the InMail is forwarded—as InMails frequently can be by CXO’s—will it be clear what the recipient should do? Combine InMail with other contact methods By itself InMail can generate response rates substantially higher than email or cold calls. Some industry consultants have increased contact to meeting ratios with InMail as much as 8% using a multi-contact approach (InMail + email and/or phone calls). Mix it up and find the pattern and approach that generates the best response rates for you. Select recipients carefully Who you choose to InMail matters as much as what you say. Recipient response rates are likely to be higher for active LinkedIn users (high number of connections, member of many LinkedIn groups, frequent updates, and complete profile). Remember the option to “Get Introduced” InMail may not always be the most direct path. Where appropriate, take advantage of the LinkedIn option to “get introduced” (one of the “connect” options along with “Send InMail”). The two most successful ways to gain access to a senior executive are through an internal referral (someone in their company) and an external referral (someone outside their company that they know and trust). Build your sales profile The first thing an InMail recipient will do is review your profile. Poor profiles reduce InMail response rates. Review tips for building a sales profile and make sure you have a profile that builds your credibility and potential value.