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LinkedIn Marketing Strategies

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Stephanie Sammons
Stephanie Sammons

The document outlines powerful LinkedIn marketing strategies presented by Stephanie Sammons. It discusses four key strategies: 1) building a powerful profile, 2) developing an intelligent network, 3) building influence, and 4) leveraging LinkedIn tools. The presentation provides best practices for each strategy, including completing profiles, strategic networking, engaging in discussions, using LinkedIn ads and other tools to position oneself as a thought leader and drive business opportunities.

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Powerful LinkedIn Marketing Strategies Presented by Stephanie Sammons #SMMW13 (@stephsammons) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute March 24, 2013 Friday, April 12, 13
Who Are You? Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Every Professional Can Benefit... Cultivate new leads, clients/customers, and business advocates (or help your firm do this) Engage with existing clients/customers Identify, source, recruit partners/employees Find employment/work projects Become an influencer/industry thought leader Uncover countless professional growth opportunities Teach employees/partners/vendors/clients to follow your lead Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
A Network of 200 Million Affluent, Educated Decision-Makers Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
LinkedIn = The Professional Web 200 Million+ active and engaged members with a purpose (to gather insights and network) Default Professional Online Identity (1st stop) 5.7 Billion People Searches (2012) 2 new members per second (39% YoY Growth) 1 Billion Endorsements Given/Received 25 Million Daily Profile Views Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
What Makes LinkedIn a “Premium” Social Network? Aspirational/Productive Relationship-centered Higher quality network (scale more quickly) Good Behavior (mostly) Email inbox integration (opt-in, trusted) Search engine visibility Inside search capabilities (recently improved!) Less competition (for the time being) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Always Have an Influence Mindset: 1) Help someone solve a problem 2) Help someone get smarter 3) Help someone achieve more If you build influence, you won’t have to sell Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
4 LinkedIn Marketing Strategies for Building Influence...and Business Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
#1)Build Powerful LinkedIn Profile Equity Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Your Professional Store Filled With Help Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Professional Profile Best Practices Complete every section possible (make LinkedIn smarter about you) Update/improve frequently 1st person (Avoid industry jargon) Add Skills/Expertise (keywords!) Give (to get) endorsements (search equity?) Add Media (use supported providers) Make everything public (exposure/visibility) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Embrace Endorsements...G2G Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Build a Company Page (Brand Asset) Small Business Big Brand Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Company Profile Best Practices Complete page leveraging all features possible Add graphics and rich media to page Product/Services (calls to action?) About section - use keywords Ask for recommendations from clients/customers (through LinkedIn) Create different views for different target markets Showcase career opportunities (paid) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Ask for Product/Service Recs Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
#2)Build an Intelligent Network Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Your Network is Your Ticket to Growth Every new connection is an opportunity to grow your visibility and expand your influence within your industry...and beyond. Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Build Your Personal Network Strategically... Make relevant and targeted connections (make LinkedIn smarter about you) Don’t limit your connections (bigger network = more related search appearances) Find the low hanging fruit (PYMK, Alumni, Groups) Follow and connect with industry influencers Follow relevant companies to find connections Invite connections on website/blog/email Use improved LinkedIn people search! (find intersections) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Build Your Company Page Followers Initiate “Follow exchanges” with industry partners, vendors, advocates Promote page to email database Utilize Company Follow button on website/blog Cross promote on other social networks Run “follow” or “recommendation” ads Strive for engagement (follower network exposure) Get to 200 followers for traction (best advocates) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
#3)Build Network Influence Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
How to Build Influence on LinkedIn? Help your network solve a problem, get smarter, achieve more Position yourself/your company as an industry thought leader Be Personable Be the “go-to” resource in your industry (leverage LinkedIn Today) Be consistent to be memorable Invest in dialogue (discussions/engagement) IT’S A PROCESS! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Building Influence Drives Profile Views Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
LinkedIn Profile Views Lead to... More Connections and Followers More exposure to your status updates Recommendations/Endorsements Engagement/Dialogue Referral Traffic Recognition/Memorable Business opportunities Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Comments = Dialogue & Exposure Comments trump “Likes” and “Shares” Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
LinkedIn Groups Use Groups to build thought leadership and facilitate discussions... Source high quality well-managed LinkedIn Groups Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Find Influencer topics that do well -Comment & Share -Blog about it and share again! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Strive for Engagement on Company Pages Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
#4)Leverage LinkedIn Tools Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
LinkedIn Today (News with Social Context) Sharing relevant news with insightful commentary and opinion positions you as the expert... use the news! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
LinkedIn InMail Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
LinkedIn Social Ads Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
@Mentions Initiate dialogue Empower, compliment, thank, promote others (G2G) 1st degree connections (and comments) Twitter integration Exposure to connections networks Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Slideshare LinkedIn owns Slideshare.net Expand visibility and reach in both networks Add to profile - showcase your professional insights Slideshare ads Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
Consider Advanced Tools & Strategies Premium Accounts Start your own group Mobile apps for on-the-go engagement LinkedIn publisher/share button LinkedIn Developer Tools (LinkedIn logins) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
LinkedIn Developer Tools/Integrations Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
More LinkedIn Insights? http://www.stephaniesammons.com @StephSammons Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13

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LinkedIn Marketing Strategies

  • 1. Powerful LinkedIn Marketing Strategies Presented by Stephanie Sammons #SMMW13 (@stephsammons) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute March 24, 2013 Friday, April 12, 13
  • 2. Who Are You? Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 3. Every Professional Can Benefit... Cultivate new leads, clients/customers, and business advocates (or help your firm do this) Engage with existing clients/customers Identify, source, recruit partners/employees Find employment/work projects Become an influencer/industry thought leader Uncover countless professional growth opportunities Teach employees/partners/vendors/clients to follow your lead Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 4. A Network of 200 Million Affluent, Educated Decision-Makers Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 5. LinkedIn = The Professional Web 200 Million+ active and engaged members with a purpose (to gather insights and network) Default Professional Online Identity (1st stop) 5.7 Billion People Searches (2012) 2 new members per second (39% YoY Growth) 1 Billion Endorsements Given/Received 25 Million Daily Profile Views Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 6. What Makes LinkedIn a “Premium” Social Network? Aspirational/Productive Relationship-centered Higher quality network (scale more quickly) Good Behavior (mostly) Email inbox integration (opt-in, trusted) Search engine visibility Inside search capabilities (recently improved!) Less competition (for the time being) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 7. Always Have an Influence Mindset: 1) Help someone solve a problem 2) Help someone get smarter 3) Help someone achieve more If you build influence, you won’t have to sell Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 8. 4 LinkedIn Marketing Strategies for Building Influence...and Business Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 9. #1)Build Powerful LinkedIn Profile Equity Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 10. Your Professional Store Filled With Help Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 11. Professional Profile Best Practices Complete every section possible (make LinkedIn smarter about you) Update/improve frequently 1st person (Avoid industry jargon) Add Skills/Expertise (keywords!) Give (to get) endorsements (search equity?) Add Media (use supported providers) Make everything public (exposure/visibility) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 12. Embrace Endorsements...G2G Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 13. Build a Company Page (Brand Asset) Small Business Big Brand Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 14. Company Profile Best Practices Complete page leveraging all features possible Add graphics and rich media to page Product/Services (calls to action?) About section - use keywords Ask for recommendations from clients/customers (through LinkedIn) Create different views for different target markets Showcase career opportunities (paid) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 15. Ask for Product/Service Recs Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 16. #2)Build an Intelligent Network Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 17. Your Network is Your Ticket to Growth Every new connection is an opportunity to grow your visibility and expand your influence within your industry...and beyond. Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 18. Build Your Personal Network Strategically... Make relevant and targeted connections (make LinkedIn smarter about you) Don’t limit your connections (bigger network = more related search appearances) Find the low hanging fruit (PYMK, Alumni, Groups) Follow and connect with industry influencers Follow relevant companies to find connections Invite connections on website/blog/email Use improved LinkedIn people search! (find intersections) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 19. Build Your Company Page Followers Initiate “Follow exchanges” with industry partners, vendors, advocates Promote page to email database Utilize Company Follow button on website/blog Cross promote on other social networks Run “follow” or “recommendation” ads Strive for engagement (follower network exposure) Get to 200 followers for traction (best advocates) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 20. #3)Build Network Influence Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 21. How to Build Influence on LinkedIn? Help your network solve a problem, get smarter, achieve more Position yourself/your company as an industry thought leader Be Personable Be the “go-to” resource in your industry (leverage LinkedIn Today) Be consistent to be memorable Invest in dialogue (discussions/engagement) IT’S A PROCESS! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 22. Building Influence Drives Profile Views Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 23. LinkedIn Profile Views Lead to... More Connections and Followers More exposure to your status updates Recommendations/Endorsements Engagement/Dialogue Referral Traffic Recognition/Memorable Business opportunities Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 24. Comments = Dialogue & Exposure Comments trump “Likes” and “Shares” Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 25. LinkedIn Groups Use Groups to build thought leadership and facilitate discussions... Source high quality well-managed LinkedIn Groups Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 26. Find Influencer topics that do well -Comment & Share -Blog about it and share again! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 27. Strive for Engagement on Company Pages Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 28. #4)Leverage LinkedIn Tools Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 29. LinkedIn Today (News with Social Context) Sharing relevant news with insightful commentary and opinion positions you as the expert... use the news! Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 30. LinkedIn InMail Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 31. LinkedIn Social Ads Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 32. @Mentions Initiate dialogue Empower, compliment, thank, promote others (G2G) 1st degree connections (and comments) Twitter integration Exposure to connections networks Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 33. Slideshare LinkedIn owns Slideshare.net Expand visibility and reach in both networks Add to profile - showcase your professional insights Slideshare ads Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 34. Consider Advanced Tools & Strategies Premium Accounts Start your own group Mobile apps for on-the-go engagement LinkedIn publisher/share button LinkedIn Developer Tools (LinkedIn logins) Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 35. LinkedIn Developer Tools/Integrations Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13
  • 36. More LinkedIn Insights? http://www.stephaniesammons.com @StephSammons Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute 2 Friday, April 12, 13