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How to use LinkedIn to transform your B2B MarketingBy David Reilly
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
B2B Sales Process 20 years ago
Current B2B Sales Process- its Complex!
B2B is hard work
2009 2010 2011 2012 2013 2014
In millions
15
84.5
3
1
10
1) UK Membership GrowthDirect access to 15 million candidate profiles of valuable and important information
2) LinkedIn= Trust
Respected by business leaders
Trusted Source: the evidenceCompanies that engage on LinkedIn drive relationships and superior results
3) Reaching prospects at the right time
LinkedIn Tactics
Building a compelling profile
Examples
Create a Professional Photo
You are seven times more likely to have your profile on Linkedin viewed if
you have one.
Include recommendationsGet into the habit of collecting recommendations
Building your connections
Reach out to everyone you know
Join relevant GroupsYou 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
Use InmailUse InMail to connect directly
Linkedin Allows 25 direct inMails per month for a paid subscription
Use ‘Advanced and Saved Search’
Use LinkedIn Advertising
LinkedIn Campaign ManagerUpgraded Self Serve Campaign Manager launched in Aug 2015
Used advertising to distribute Content
LinkedIn has very strong analytics
Example shows 2597 impressions, 21 clicks, 1 interaction
Why it matters
Source: CMO Council Research 2014
Think and plan like journalistSalesforce: 371,954 followers
Concise and snappy headline are more likely to get engagement
Use LinkedIn PulseOwn publishing network
Requires a long term approach
Integrate Slideshare into your profilePresentations are one of the best ways in which professionals capture and share their experiences and knowledge, which in turn helps shape their professional identity,”
Showcase pagesSegment company pages by product and service
Host content for that product and promote it to an individual segment
Use Images, infographics and videoCompany updates with images have a 98% higher engagement rate than those that don’t Source: Social Media Week
Summary
• Exceptional reach and access to customer data
• Trusted environment
• Reaching people at the start of the sales funnel
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