how to use linkedin for marketing

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How to Use LinkedIn for Marketing LinkedIn Best Practices from LinkedIn's Top Marketing Community Rick Burnes & Ellie Mirman Twitter: @rickburnes @ellieeille February 25, 2010

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Page 1: How to Use LinkedIn for Marketing

How to Use LinkedIn for MarketingLinkedIn Best Practices from LinkedIn's Top Marketing Community

Rick Burnes & Ellie Mirman

Twitter: @rickburnes @ellieeille

February 25, 2010

Page 2: How to Use LinkedIn for Marketing

Agenda

I. About Inbound Marketing

II. Overview of LinkedIn for Marketing

III. Questions From the LinkedIn Group

Page 3: How to Use LinkedIn for Marketing

How We Organized This Webinar

3

Page 4: How to Use LinkedIn for Marketing

Traditional Marketing (Outbound)

4

Page 5: How to Use LinkedIn for Marketing

Marketing Today (Inbound)

5

Page 6: How to Use LinkedIn for Marketing

What Is Inbound Marketing?

Get Found

• Publish

• Promote

• Optimize

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

Website Visitors

6

Leads

• SEO

• Analytics

Convert

• Test

• Target

• Nurture

Customers

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Page 7: How to Use LinkedIn for Marketing

Social

SEO

7

Social

Media

Blog

Flickr: WanderingtheWorld

Page 8: How to Use LinkedIn for Marketing

Social Media Feeds the Funnel

Blogging SEO Email Pay-Per-ClickLinkedIn

Website Visitors

8

Leads

Customers

LinkedIn

Page 9: How to Use LinkedIn for Marketing

How to Get Started

Listen

Listen More

Build Relationships

Share Your Content

Page 10: How to Use LinkedIn for Marketing

Agenda

I. About Inbound Marketing

II. Overview of LinkedIn for Marketing

III. Questions From the LinkedIn Group

Page 11: How to Use LinkedIn for Marketing

Setup Your Profile

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Page 12: How to Use LinkedIn for Marketing

Build Your Network

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Page 13: How to Use LinkedIn for Marketing

Use Groups

13

Page 14: How to Use LinkedIn for Marketing

Answer Questions

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Page 15: How to Use LinkedIn for Marketing

Agenda

I. About Inbound Marketing

II. Overview of LinkedIn for Marketing

III. Questions From the LinkedIn Group

Page 16: How to Use LinkedIn for Marketing

Thanks for Help Answering Questions!

16

John McTigueInbound Marketing Strategistwww.kunocreative.comCleveland/Akron, Ohio Area

Rebekah DonaldsonCEO at B2B Communicationswww.b2bcommunications.comSacramento, California Area

Page 17: How to Use LinkedIn for Marketing

LinkedIn Ads?

Has anyone done research or surveys

to evaluate the effectiveness of these

ads? Both click rates and lead

17

ads? Both click rates and lead

conversions.Jennifer StalfordEntrepreneur, Real Estate Investor,Charlotte, North Carolina Area

Page 18: How to Use LinkedIn for Marketing

Adoption?

How do I motivate my slightly old

fashioned sales team to set up and use

18

Lesley HansenMarketing Director TeleWareGroupDarlington, United Kingdom

fashioned sales team to set up and use

LinkedIn?

Page 19: How to Use LinkedIn for Marketing

Spam?

Once you set up a group, how do you

manage membership to prevent

members from spamming other

19

Teri GidwitzDigital marketing leaderGreater Chicago Area

members from spamming other

members?

Page 20: How to Use LinkedIn for Marketing

Spam?

Once you set up a group, how do you

manage membership to prevent

members from spamming other

20

Teri GidwitzDigital marketing leaderGreater Chicago Area

members from spamming other

members?

Page 21: How to Use LinkedIn for Marketing

Applications?

What applications are useful for

optimizing the Linked In experience for

the Inbound Marketer and who they are

21

Erik FisherMasters of Education Online Program Representative at Indiana Wesleyan UniversityIndianapolis, Indiana Area

the Inbound Marketer and who they are

trying to reach?

Page 22: How to Use LinkedIn for Marketing

For Individuals? Or Companies?

Linkedin still feels focused on the

individual and job seeking, instead of the

company and building business. How do

22

Jackie KaufenbergMarketing Manager at Altimate Medical IncGreater Minneapolis-St. Paul Area

company and building business. How do

I make it into an asset for my company

and integrate into the companies social

media initiatives?

Page 23: How to Use LinkedIn for Marketing

Measurement?

How does one measure the success of

utilizing LinkedIn? And, how do the

measurement methods differ from other

23

Anand ThakerOnline Marketing Manager at APX, IncBirmingham, Alabama Area

measurement methods differ from other

social mediums?

Page 24: How to Use LinkedIn for Marketing

Track the Whole Funnel

Website Visitors

24

Leads

Customers

Page 25: How to Use LinkedIn for Marketing

How to Track Your Funnel

Track visitors.

25

Page 26: How to Use LinkedIn for Marketing

How to Track Your Funnel

Track leads.

26

Page 27: How to Use LinkedIn for Marketing

How to Track Your Funnel

Track customers.

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Page 28: How to Use LinkedIn for Marketing

Track the Whole Funnel for Each Channel

SEO Visitors Blog Visitors PPC VisitorsSocial Media

Visitors

28

Leads

SEO Customers Blog Customers PPC Customers Social Media

Customers

Page 29: How to Use LinkedIn for Marketing

Why Tracking Via Channels Is Critical

Visitors Leads Conversion Customers Net

Conversion

Twitter 3,289 554 17% 12 0.4%

Facebook 504 75 15% 6 1.2%Facebook 504 75 15% 6 1.2%

Stumbleupon 511 28 5% 1 0.2%

29

Page 30: How to Use LinkedIn for Marketing

Final Thoughts …

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Page 31: How to Use LinkedIn for Marketing

Build Leverage

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Page 32: How to Use LinkedIn for Marketing

Who Knows How to Put All the Pieces Together?

32

d.j.k. on flickr

Page 33: How to Use LinkedIn for Marketing

HubSpot Puts the Pieces Together

33

Page 34: How to Use LinkedIn for Marketing

Thank You!

Sign up for a free trial of HubSpot:

www.hubspot.com/free-trial/

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: www.twitter.com/rickburnes

LinkedIn: www.linkedin.com/in/elliemirman

Twitter: www.twitter.com/ellieeille