Linked in for business growth jan 2013 show

Using

For Business Growth

Presented by Paul Bourdillon

© Paul Bourdillon Irun Canterbury 2013

Today’s Workshop
• Intro’s: Attendee Objectives / Challenges

• Why use Social Media? Why LinkedIn?

• Examples of Business Successes via LinkedIn

• Review your Business & Marketing Goals

• Who are you trying to target?


Today’s Workshop
• Setting up an account & profile

• LinkedIn etiquette

• Groups, Events, Ads, Discussions, Answers

• What else should I be doing?

• What next?


Introductions
• 60 second ‘elevator’ pitch (USP’s)
– Why do business with us
– What do we accomplish for people?
– Problems solved
– Emotions resolved
– Benefits provided

• Attendee objectives for today / challenges


Marketing Mix Summary
Direct Mail P.R.
Field Mktg. Joint Ventures

Networking Teleseminars
Good Website is
Testing & critical Exhibitions
Measuring & Events

Social Print
Networking Advertising

Social
Bookmarking SEO

Multi-Media Blogging

Website
Email Mktg. Optimisation
Link Strategy PPC/Banners


Marketing Stats


More stats 2012
• Facebook is the most important social media
lead generation tool for B2C
– 77% saying they had generated new business
• Among B2B companies, LinkedIn was the most
effective
– 65% having acquired a customer through the professional
network
– company blogs (60%)
– Facebook (43%)
– Twitter (40%)
Source: http://www.jeffbullas.com

Marketing Stats FIXME


Why Use Social Media?
• Spread your brand ‘virally’
• Helps bring clients to you (‘pull’ marketing)
• Stay ‘top of mind’ with your ideal prospects
and customers
• Relationship, puts you ahead…


Why Use Social Media?
• Get to know other local businesses
• Learn from others Worldwide
• Share your ideas and experience
• Find new suppliers
• Find new customers (Sales!)
• Find new employees
• Be FOUND on the search engines!


Social Media Comparisons


Social Media Statistics

42% of • Using SM to find new
customers
UK SME’s
Growth
• Believe that marketing
65% of must use SM in addition
to traditional marketing
UK SME’s to be successful


Social Media Stats

• 26% of UK SMEs are using to promote their business




Source: YouGov survey, October 2011


Benefits of Social Media
Closer
Reach customer Build
contact online
reputation

Monitor
online
presence Social Search
Media Engine
ranking

Find new
customers Cheap Fast


Problems with social media
• Handled badly, it can create a PR crisis
• People can behave differently online
– Relatively anonymous
– Mob mentality
– Guilt free vs face to face contact
– Scale, reach and shareability
– No accountability


Which ones to use?


Why LinkedIn?

• 175m+ professionals around the world (as of
August 2, 2012
• 39m+ members in Europe (June 30)
• 10m+ members in the UK (Sept 17)


Facts About LinkedIn
All 2012 Fortune 500 companies have
executives that are LinkedIn members

More than 2 million companies have
LinkedIn Company Pages

LinkedIn represents a valuable demographic
for marketers with an affluent & influential
membership


Professionals are signing up to join LinkedIn
at a rate that is faster than two new
members per second

131 million unique visitors in June 2012,
making LinkedIn the 26th most visited
website in the world

175m+ professionals worldwide
39m+ members in Europe
10m+ members in the UK


Why Use LinkedIn?

Connect to
other local Learn from
Find new businesses others
employees Worldwide

Share ideas New
& customers
experience Find new (SALES!)
suppliers


Search for companies


IRUN and LinkedIn
Corporate Policy & Strategy

• All members are to have an account
• Use this to publish events and market
• For clients that sign up to our web
management services, use to support
marketing strategy
• Company account / profile


Examples of Local Successes
• IRUN Canterbury’s SEO quote

• IFA at BoB Networking

• New contact via social media.

• Turns out it’s the lead was generated by IRUN
Linked In updates that found him!


Setting Up an Account

• Go to www.linkedin.com


Basic Settings

• Edit your profile
• Add your picture
• Manage your account
settings


Optimising Your Profile
• Select a profile headline that is keyword rich
– what you do
– not who you are
• Make your profile ‘public’
• Add descriptions to your 3 websites
• Use keywords wherever possible
• Connect to your Twitter account, blog etc.
• Ask for Recommendations


Optimising Your Profile


Connections


LinkedIn Groups
• Join relevant groups in your sector, and your target
audience sectors
• A group gives you a reason to connect (required by
LinkedIn)
• Use other people’s groups to find relevant people
you may be interested in connecting with
• As the number of connections grows, create your
own groups to engage, segment connections and
connect with them appropriately.

LinkedIn Pay per Click Ads
• Like Google and
Facebook PPC
• Only pay when
someone clicks
• Target your ads


Setting Up Direct Ads


Target Your Ads & Measure


Discussions / Answers


New… Endorsements
Some more info about Endorsements


Other Tools & Facilities


3 Steps To Success:

Start Exchange Build
Conversations Information Relationships


Social Media - Measuring ROI
• Is time spent on social networking a cost or an
investment?
• It depends on the results
Recommendations:
• Nonfinancial impacts (website traffic)
• Financial data (advanced Analytics)
• Plot social media activity against sales
revenue, transactions, new customers, loyalty
data and market research

Strategy
• Set objectives (Business & Marketing
objectives)
Q: Who are my ideal customers?
A: Revisit your P&L --> bottom line
– Local clients
– National
– International
– What size & sector?


Do's and Don'ts
• Do
– Ask questions
– Answer Questions
– Post Interesting posts of others’
– Engage
• Don't
– Try to sell all the time
– Be spammy
– Be dull
– Let LinkedIn consume you!


LinkedIn Etiquette
1. Don't say yes to an invitation from a person you don't really know (or
have some connection with).
2. ALWAYS personalise an invitation to reflect where/when/how you
met or the common ground or reason you wish to connect. Make it
easy for the person to remember you and accept your invitation.
3. Don't send invitations to people who don't know you.
4. Don't put your email address under your name on your profile.
5. When you send an invitation, don't apologise.
6. Remind me how I know you.
7. Think about LinkedIn from the other person's perspective.
8. Keep things a little informal.


LinkedIn Updates
• To Sell or Not to Sell?
• Services & offerings
• Start conversations
• Ask questions
• Take a few minutes to think about a short-
list of questions you might ask


LinkedIn Updates
• Answer questions
• Enter conversations, give informed
opinions
• Don’t be inflammatory
• Repost topical information & events
• Special offers & guarantees
• Take a few minutes to think about a short-
list of topics & events to post


Latest Changes to LinkedIn

• http://linkeduniversity.com/resources/new-
releases/new-release-the-new-linkedin-
profile/


Measure Your LinkedIn KPI’s
• Number of connections (as long as they are
meaningful)!
• Direct enquiries
• Sales
• Website visits - Google Analytics
• Advanced Analytics – Goals / Sales


What else should you be doing?


Start a Blog – Wordpress


Facebook page for fans


FaceBook page for fans


Hootsuite.com
• Can manage multiple accounts
• On multiple social networks
• Integrates Twitter, Facebook, LinkedIn, Blog
etc into one panel.

• FIXME examples


Marketing Mix – blended optimisation
Direct Mail P.R.
Field Mktg. Joint Ventures

Networking Teleseminars

Testing & Exhibitions
Measuring & Events

Social Print
Networking Advertising

Social
Bookmarking SEO

Multi-Media Blogging

Website
Email Mktg. Optimisation
Link Strategy PPC/Banners


Successful Web Marketing
Social Media Multi-Media
Marketing Website Updates:
Photos /
Feedback, Service 1. Lead generation Video / Blog Search Engine
Improvement, Ref Marketing
errals Attract Best Potential
Clients to your
Website Social Media
Reminders and Marketing
Reasons to (SE-dynamic)
Return to the
Website
4. Referrals 2. Conversion An Effective
Regular Ask for Growth Impress Website Website That
Answers Their
Feedback Referrals & Visitors, Get them to Problems
Testimonials Buy or Make Contact
E-NewsLetters
3. Retention An Effective
Website that
Professional
Retain Your Social Media Inspires &
Ongoing Current Clients Integration Facilitates
Social Media Longer Enquiries
Communications
Activity:
Facebook, T Multi-Media
witter, Linke Engage Clients Website
d In and Prospects on Updates: Photos
Website / Video / Blog Paul Bourdillon Irun Canterbury 2013
©

Super Six of Internet Marketing
1. Effective Business Website Design
2. Effective Search Engine Marketing (getting you on
page 1 on Google)
3. Customer Relationship Management (contact
database & email marketing)
4. Referral, Feedback & Testimonial System
5. Social Media (the most versatile, today’s focus)
6. Web Management (testing, measuring, reporting,
implementing ongoing web strategy)


What Next?
• Please complete our Feedback form
• Let us have your email address so we can send
you a link to this presentation
• Register your account and start using it, find
me and connect!
• Or email me back with your LinkedIn
username, I will connect
• Contact IRUN for further support


A Bit About Irun
• Business development specialists who take the
complexity & pain out of Internet Marketing,
harnessing it to grow your business. How?
– Business Website Design & ECommerce
– Search Engine Marketing & Optimisation
– Customer Databases & Email Marketing
– Social Media Marketing
– Referral System (collects Feedback, Testimonials & Referrals)
– Ongoing Web Management

• Clients large and small UK wide including Holiday Inn
Express, Abacus Accountants,
and Thames Water


A Bit About Irun
• Today’s fee Refunded if you take up any monthly
IRUN Digital Marketing service (Bronze, Silver, Gold)

• Social Media & Internet marketing clinic, One to one,
60 minutes. Normally £180. Offer £90 (ex vat)

• Develop and manage your Social Media account(s).
Normally £250 per month.
Offer £199 per month (ex vat)


Any Questions?


Linked in for business growth jan 2013 show

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