five ways to use linkedin for b2b results
DESCRIPTION
LinkedIn is fast becoming THE channel for B2B Marketing - whether making sales connections or establishing your company as a thought leader, LinkedIn is the place to make those valuable connections. Tina Clark and Brian Rapp from Roberts Communication in Rochester, NY outline five ways to use and maximize this channel for B2B results.TRANSCRIPT
for B2B Results
Tina Clark, Brian RappOctober 22, 2014
Why Linkedin for B2B?
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Five Ways To Use LinkedIn for B2B Results
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Profile and Page Optimization
ContentMarketing
Groups
Paid Media Research
Profile Optimization
Include a profile picture Write a strong description and think keywords Be as detailed as possible Update profile frequently Collect and give endorsements Ensure consistency across sales force
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Business Page Optimization
Populate all visuals and info Use target SEO words in description Consider showcase pages for campaigns,
industry segments, etc. Add link to collateral, email
signature, etc. Engage employees to share page
and updates
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Types of Content
Educational / Promotional Created / Curated
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Maintain cadence Balance content (ex: 80/20) Be useful, inspiration,
and motivational Keep it snackable Evaluate and adjust
TIPS
Groups
Participate in and/or create groups Provoke and stimulate online conversations Meet industry colleagues Grow connections Boost thought leadership
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Be forward thinking Stay focused and relevant Don’t promote – help, inform and engageTI
PS
Paid Media
Ads Promoted Posts Premium Accounts: InMail and more
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Run multiple ads at once to test Run in short campaign flights Use images with human facesTI
PS
Prospect Data and Research
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Use Search to find the right decision maker at the right company.
Look for pride points, stats, or common interests you can reference to make your message more relevant.
Address key interests and responsibilities in your communications.
Look at the connections that you and the prospect might share and use those connections to your advantage.
Great Links
The Sophisticated Marketer’s Guide to LinkedIn
How to Create a ContentMarketing Strategy
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Linkedin; 22 Ways to Dominate
LinkedIn Sales Navigator