Basic Best Practicesfor B2B Marketers

■ An engagement with online communities to generate exposure, and the opportunity to position yourself, your products and your services to those already invested in you

■ “Water Cooler of the 21st Century”

Social Media:

■ Professional presentation■ Branding ■ Search engine optimization ■ Calls-to-action; today’s tools for success when using social media for B2B marketing.

For Your Company’s Brand:

■ Persistence, self-branding, professional presentation, all things a marketing consultant would have steered you toward two decades ago, are necessary for success when using social media for B2B marketing.

For The Individual Brand:

?What is

Just the Facts

■ World’s largest professional social network at 70+ million

■ A new member joins LinkedIn approximately every second, half are outside the U.S.

■ Executives from all Fortune 500 companies are LinkedIn members.

■ Over 1 million company pro�les (less than 1% optimized)

■ To make this a performing part of your marketing mix – you need be one of the 1%

Just the Facts

?Why

■ Average Years of Experience – 15 years

■ Average Age – 41 years

■ 47% are “Decision Makers”

LinkedIn Users

LinkedIn has an unparalleled search engine (�elds)

■ You are a record in the database

■ The records are connected

■ The connections form a network you can use

Consider This:

LinkedIn B2B7Best Practices

■ YOU are your Brand■ Why you? (Expertise, Industry, Niche)?■ What are your keywords?■ Create your pro�le in a Word document

Why? The clearer you are on your personal brand, the better you represent yourself and your company, the more business you will attract to both.

1: Branding7 LinkedIn B2B Best Practices

Develop Your Company’s Keywords:1

Develop Your Personal Keywords:1

■ Optimize your header■ Optimize your title■ Optimize your content

Why? Get found to get business

2: Optimize7 LinkedIn B2B Best Practices

Optimizing Your Pro�le to Get Found2

Optimize your header and title

Optimizing Your Pro�le to Get Found2

Optimize your content

3: Customize7 LinkedIn B2B Best Practices

■ Customize your website link■ Customize your public pro�le

Why? Attract more eyes with customized content – increasedtra�c to your online presence

Customizing Your Pro�le for Higher Visibility3

Customize your website link

Customizing Your Pro�le for Higher Visibility3

Customize your public pro�le

4: Recommendations7 LinkedIn B2B Best Practices

■ How do they know you?■ Tell them what to say!■ Recommend others

Why? Heavily ranked by LinkedIn search, heavily weighted by viewers

Act on Recommendations – Inbound and Out4

Tell them what to say!

Recommend others

5: Network Building7 LinkedIn B2B Best Practices

■ Use advanced search to �nd strategic connections■ Join groups■ Respond to every invitation■ Consider becoming a LION

Why? You’re only as visible as the size of your network

Your Only as Visible as Your Network5

Use advanced search to �nd strategic connections

Your Only as Visible as Your Network5

Join groups

Your Only as Visible as Your Network5

Respond to every invitation

QuantityQualityvs.

■ More prospects■ More inbound calls■ Best for sales, recruiting, marketing

Why a Big Network? (LION)

■ Nice to “vouch” for and qualify your connections■ Best for executives of large companies

Why a Smaller Network? (LamB)

6: Apps7 LinkedIn B2B Best Practices

Know Your Apps – Put Them to Use6

Why? Share Your Existing Marketing Assets

7: Relationship Building7 LinkedIn B2B Best Practices

■ Join groups■ Contribute to discussions■ Ask and answer questions

Why? The more you follow and contribute valuable information, the higher quality your tribe: “Know me, Like me, Trust me, Buy from me.”

■ LinkedIn’s blog

■ Post your good news

■ Repurpose your content

■ Build relationships

Why? Create relationships and share your valuable content

Groups: LinkedIn’s Answer to Being Social

■ Repurpose old content■ Mine for new content■ Help someone out!■ Increased inbound leads

An Answer a Day = Thought Leader

■ 3 new connections, read their pro�le, ask them about themselves■ 3 old connections – get back in touch (prepared document)

Why? Because synchronicity doesn’t happen if you don’t pay attention

Reach Out – and Reconnect

■ Inbox

■ Reach out

■ Answers

■ Groups

Why? Because who has an hour a day

Daily LinkedIn Strategies: In 15 Minutes a Day

■ Be courteous■ Be relevant!■ Be responsive■ Email!■ Pick up the phone!■ Help someone out!

Why? Because it’s still a SOCIAL network

“Old Fashioned” Etiquette

“Good ideas needgood strategy to

realize their potential.”– Reid Ho�man, former LinkedIn CEO

?QuestionsDo you have

LinkedIn: 7 Best Practices for B2B Marketers

Viveka von RosenSocial Media Trainer & SpeakerFounder of Linked Into Business

Viveka von Rosen is a successful entrepreneur, nationally renowned IA Certi�ed LinkedIn trainer and expert, and a respected social

media speaker. Her extensive sales and marketing background includes a specialization in helping her clients use social media marketing techniques to strategically extend their networks and increase their business exposure.

With 20+ years experience in marketing communication, Martine is a solution-driven creative type who focuses on

innovative idea generation and compelling content. She holds the Inbound Marketing Professional certi�cation and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.

Martine Hunter Creative Director,Inbound Marketing MLT Creative

Viveka@LinkedIntoBusiness.comwww.linkedin.com/in/LinkedInExpertwww.LinkedIntoBusiness.com

mhunter@mltcreative.comwww.linkedin.com/in/martinehunterwww.mltcreative.com