How to Use LinkedIn to Transform your B2B Marketing
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This document provides tips for using LinkedIn to transform B2B marketing. It discusses how LinkedIn allows direct access to profiles of 15 million potential customers and is a trusted source. LinkedIn tactics recommended include building a compelling profile with a photo and recommendations, connecting with relevant groups, using InMail and advanced search, and advertising to distribute content. The document advises thinking like a journalist by using concise headlines, integrating LinkedIn Pulse and Slideshare, and including images and video to boost engagement. In summary, LinkedIn offers exceptional reach, access to customer data, and a trusted environment to reach people early in the sales process.
How to Use LinkedIn to Transform your B2B Marketing
- 1. How to use LinkedIn to transform your B2B Marketing By David Reilly
- 2. About me B2B/LinkedIn Training Workshops - Digital Skills training for Professional Services, LinkedIn, SEO, Social Media, Mobile Project Management I manage a Digital Innovation Networking Group -Future Thinking in Digital Marketing Digital Acquisition Consulting -SEO, Customer acquisition, content marketing, sourcing agencies
- 3. B2B Sales Process 20 years ago
- 4. Current B2B Sales Process- its Complex!
- 5. B2B is hard work
- 7. 2009 2010 2011 2012 2013 2014 Inmillions 15 8 4.5 3 1 10 1) UK Membership Growth Direct access to 15 million candidate profiles of valuable and important information
- 9. Respected by business leaders
- 10. Trusted Source: the evidence Companies that engage on LinkedIn drive relationships and superior results
- 11. 3) Reaching prospects at the right time
- 12. LinkedIn Tactics
- 13. Building a compelling profile
- 14. Examples
- 15. Create a Professional Photo You are seven times more likely to have your profile on Linkedin viewed if you have one.
- 16. Include recommendations Get into the habit of collecting recommendations
- 18. Reach out to everyone you know
- 19. Join relevant Groups You can link to 3 Groups via your company page Your profile is 5 times more likely to be viewed if you have joined or are active in a Group
- 20. Use Inmail Use InMail to connect directly Linkedin Allows 25 direct inMails per month for a paid subscription
- 21. Use ‘Advanced and Saved Search’
- 23. LinkedIn Campaign Manager Upgraded Self Serve Campaign Manager launched in Aug 2015
- 24. Used advertising to distribute Content LinkedIn has very strong analytics Example shows 2597 impressions, 21 clicks, 1 interaction
- 26. Why it matters Source: CMO Council Research 2014
- 27. Think and plan like journalist Salesforce: 371,954 followers Concise and snappy headline are more likely to get engagement
- 28. Use LinkedIn Pulse Own publishing network Requires a long term approach
- 29. Integrate Slideshare into your profile Presentations are one of the best ways in which professionals capture and share their experiences and knowledge, which in turn helps shape their professional identity,”
- 30. Showcase pages Segment company pages by product and service Host content for that product and promote it to an individual segment
- 31. Use Images, infographics and video Company updates with images have a 98% higher engagement rate than those that don’t Source: Social Media Week
- 32. Summary • Exceptional reach and access to customer data • Trusted environment • Reaching people at the start of the sales funnel