linked in for business growth jan 2013 show

© Paul Bourdillon Irun Canterbury 2013

Presented by Paul Bourdillon

Using

For Business Growth


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

Good Website is critical

SocialNetworking

SocialBookmarking

Multi-Media

Email Mktg.

Link Strategy PPC/Banners

WebsiteOptimisation

Blogging

SEO

PrintAdvertising

Exhibitions & Events

Teleseminars

Joint Ventures

P.R.Direct Mail

Field Mktg.

Networking

Testing &Measuring


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 UK SME’s

•Using SM to find new customers

65% of UK SME’s

•Believe that marketing must use SM in addition to traditional marketing to be successful

Growth


Social Media Stats

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




Source: YouGov survey, October 2011


Benefits of Social Media

Social Media

Closer custom

er contact

Build online reputat

ion

Search Engine ranking

FastCheap

Find new

customers

Monitor online presen

ce

Reach


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 LinkedInAll 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


Facts About LinkedInProfessionals 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 worldwide39m+ members in Europe10m+ members in the UK


Facts About LinkedIn


Why Use LinkedIn?

Connect to other

local business

esLearn from

others Worldwi

deNew

customers (SALES!)

Find new suppliers

Share ideas &

experience

Find new employe

es


Search for companies


IRUN and LinkedInCorporate 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


• 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!

Examples of Local Successes

http://www.linkedin.com/profile/view?id=121725581&authType=name&authToken=Y26m&locale=en_US&pvs=pp&trk=ppro_viewmore


Setting Up an Account

• Go to www.linkedin.com


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

settings

Basic 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.

http://www.linkedin.com/myGroups?trk=hb_side_mygrps

http://www.linkedin.com/myGroups?trk=hb_side_mygrps


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

http://www.slideshare.net/linkedin/introducing-linkedin-endorsements

http://www.socialmediaexaminer.com/linkedin-endorsements/?utm_source=twitterfeed&utm_medium=linkedin


Other Tools & Facilities


3 Steps To Success:

Start Conversation

sExchange

InformationBuild

Relationships


Social Media - Measuring ROI• Is time spent on social networking a cost or an

investment? • It depends on the resultsRecommendations:• 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 Etiquette1. 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/

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

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

SocialNetworking

SocialBookmarking

Multi-Media

Email Mktg.

Link Strategy PPC/Banners

WebsiteOptimisation

Blogging

SEO

PrintAdvertising

Exhibitions & Events

Teleseminars

Joint Ventures

P.R.Direct Mail

Field Mktg.

Networking

Testing &Measuring


1. Lead generationAttract Best

Potential Clients to

your Website (SE-

dynamic)2. Conversion

Impress Website

Visitors, Get them to Buy

or Make Contact

3. RetentionRetain Your

Current Clients Longer

4. ReferralsAsk for

Referrals & Testimonials

Successful Web Marketing

An Effective Website that Inspires & Facilitates Enquiries

An Effective Website That

Answers Their Problems

Professional Ongoing

Communications

Reminders and Reasons to

Return to the Website

Feedback, Service Improvement,

Referrals

Search Engine Marketing

Social Media Marketing

E-NewsLetters

Regular

Feedback

Multi-Media Website Updates:

Photos / Video / Blog

Multi-Media Website

Updates: Photos / Video / Blog

Engage Clients and Prospects on

Website

Social Media Activity:

Facebook, Twitter,

Linked In

Growth

Social Media Integration

Social Media Marketing


Super Six of Internet Marketing1. Effective Business Website Design2. Effective Search Engine Marketing (getting you on

page 1 on Google)3. Customer Relationship Management (contact

database & email marketing)4. Referral, Feedback & Testimonial System5. 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?