using linkedin for sales and marketing

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Using LinkedIn for Business Marc Englaro CEO, InsightfulCRM September 2013 au.linkedin.com/in/marcenglaro/

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These are the slides used at a recent Meetup on the subject of using LinkedIn for sales and marketing. Presented by Marc Englaro, CEO of InsightfulCRM, the Meetup was a collaboration between the audience and presenter. The topics covered included: • Why build a network in Linked In? • 7 Ways to stay in touch with your network • Developing personal brand and reputation with Profile & Updates • Using LinkedIn for research • Meeting new people - LinkedIn InMail • Generating Interest - LinkedIn Ads

TRANSCRIPT

Page 1: Using LinkedIn for Sales and Marketing

Using LinkedIn for Business

Marc EnglaroCEO, InsightfulCRM

September 2013au.linkedin.com/in/marcenglaro/

Page 2: Using LinkedIn for Sales and Marketing

Agenda

• Why build a network in Linked In?• Developing personal brand and reputation• Building a Network• 7 Ways to stay in touch with your network• Using LinkedIn for research • Meeting new people - LinkedIn InMail• Generating Interest - LinkedIn Ads

Page 3: Using LinkedIn for Sales and Marketing

What about you?

• What are you interested in? Why are you here?

Page 4: Using LinkedIn for Sales and Marketing

Why Build a Network?

• Lets answer this at the end…

Page 5: Using LinkedIn for Sales and Marketing

LinkedIn’s 10 Tips for Profiles

• Be authentic• Create a distinctive profile headline• Avoid clichés• Be visible• Build brand associations• Add to your knowledge• Share in LinkedIn Groups• Be personal• Be consistent• Give generouslySource: http://university.linkedin.com/content/dam/university/global/en_US/site/pdf/TipSheet_BuildingYourBrand.pdf

Page 6: Using LinkedIn for Sales and Marketing

Tips for Developing your Personal Brand

• This isn’t a resume• Be clear what you want your brand to be• Play to your strengths• Your brand is owned by your audience. • Pay attention to what they think• Tell a story• Avoid clichés• You are Judged by what you say and the company

you keep

Page 7: Using LinkedIn for Sales and Marketing

How do you Build a Network

• Connect with someone• Importing email address contact lists.• Use the “people you may know” feature• Find Alumni • Look through your business cards • Check out groups for people you know• Participate in groups and meet new people• Always personalise the message

Page 8: Using LinkedIn for Sales and Marketing
Page 9: Using LinkedIn for Sales and Marketing

Don’t use the default invite

Page 10: Using LinkedIn for Sales and Marketing

Beware the grid. Invitations are default

Page 11: Using LinkedIn for Sales and Marketing

Beware the Search list as well

Page 12: Using LinkedIn for Sales and Marketing

3. Broad Strategies for LinkedIn Networking

1. Open Networker (LinkedIn Open Networker)– Will Invite, and accept invitations, from strangers

2. Exclusive Networker– Limit the network to select people they know

well, relationships are formed in-person.

3. Professional Networker– Will build networks with professional

relationships, including supplier/buyer relationships.

Page 13: Using LinkedIn for Sales and Marketing

7 Ways to Keep In touch

1. Send a message2. Endorse3. Recommend4. Status Update5. Update your profile6. Add a connection 7. Look at someone8. Connect with someone*9. Like or comment on an update**Two bonus ways

Page 14: Using LinkedIn for Sales and Marketing

Recommendations & Endorsement

• Truthful and credible• Powerful relationship builders• Endorsements you make are on your profile &

affect your brand.*

*You can change this under your privacy settings

Page 15: Using LinkedIn for Sales and Marketing

Using LinkedIn for research

• Use your power for good not for evil• Understand people’s situation, objectives and

challenges• Understand their relationships & culture• Identify who knows who• What do you have in common ?• Using Advanced search to find relevant people• Use LinkedIn Contacts to organise and manage

Page 16: Using LinkedIn for Sales and Marketing

LinkedIn Premium Plans

• http://www.linkedin.com/mnyfe/subscriptionv2?displayProducts=&trk=hc-faq71-subs-ch

Page 17: Using LinkedIn for Sales and Marketing

Finding and Targeting – Lead Lists

• Search • Saved search• People you know • People in your network• People in the same groups• People in the same Alumni as you • Use AND/OR/NOT operators in Keyword search– Eg “CMO” OR “marketing manager”

Page 18: Using LinkedIn for Sales and Marketing

Meeting new people - LinkedIn InMail

• Search and find interesting people• Request Introductions from your contacts• Send an InMail to someone not in your

network

Page 19: Using LinkedIn for Sales and Marketing

Tips for InMail• What in their profile prompted you to write?• Mention people in common?• Refer to your recommendations as proof points• Use an Informative subject line• People reading on a Mobile see only the first 30-35 characters in

the subject line• In the email notification – only the first 255 characters appear in

summary • When using the Mobile app, InMail messages appear as a pop-up• Use your message to start a conversation • Frame the conversation about their situation,

(not your goals)

Page 20: Using LinkedIn for Sales and Marketing

Advertising - Ads• Target your Ads• Write compelling copy• Send traffic to a relevant landing page• On that page, have a compelling offer• Use a form to capture details • Know how to follow up• If a Campaign drops below the click-through

threshold, copy it and re-launch

Page 21: Using LinkedIn for Sales and Marketing

Advertising – Sponsored Updates

• Write your update to your network as normal• Be relevant and interesting• Create sharable content• Use great images to get your post noticed.• Encourage comments and likes• Target the campaign• Measure the results• Beware the troll

Page 22: Using LinkedIn for Sales and Marketing

Things we didn’t cover

• Managing a Groups• Company Pages• Recruitment or Job seeking

Page 23: Using LinkedIn for Sales and Marketing

Future Events from Insightful

• Embedding Effective Sales Process in a CRM• Social Media in B2B• Sales Effectiveness• Landing Page design• What else would you like to hear?

Page 24: Using LinkedIn for Sales and Marketing

Q&A and Wrap-up